Social Experience Design @ UX Australia 2013

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This is the in-depth presentation I did at UX Australia 2013 in Melbourne. It gives first an approach grounded in the theory of complexity and then expands on the two fundamentals to design social experiences.

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Social Experience Design @ UX Australia 2013

  1. Davide ‘Folletto’ Casali SOCIAL EXPERIENCE DESIGN UX AUSTRALIA
  2. Designer Startup Advisor NIGHT.EU
  3. Manifesto Ibridi m a n i f e s t o i b r i d i . o r g
  4. @Folletto
  5. PERSPECTIVE A CHANGE OF
  6. Social Networks
  7. ?What is a social network?
  8. Social Networks are Complex Systems
  9. Weather Languages This room You Biosphere Companies
  10. Entity as Group Entity as Individual
  11. No simplification BanalizationSimplification Thanks to Tullio Tinti UNMANAGEABLE UNUSEFUL
  12. MEADOW’S 12 LEVERAGE POINTS 12. Constants 11. Size of Buffers 10. Material 09. Delays 08. Negative loops 07. Positive loops 06. Information Flows 05. Rules 04. Change & self-organize 03. Goals 02. Mindset & Paradigms 01. Trascend paradigms Meadows D. (1999) Leverage Points, places to intervene in a system 10 2 8 7 13 11 4 12 5 6 9
  13. 13 12. Constants 11. Size of Buffers 10. Material 09. Delays 08. Negative loops 07. Positive loops 06. Information Flows 05. Rules 04. Change & self-organize 03. Goals 02. Mindset & Paradigms 01. Trascend paradigms 10 2 8 7 13 11 4 12 5 6 9 MEADOW’S 12 LEVERAGE POINTS Meadows D. (1999) Leverage Points, places to intervene in a system
  14. 14 12. Constants 11. Size of Buffers 10. Material 09. Delays 08. Negative loops 07. Positive loops 06. Information Flows 05. Rules 04. Change & self-organize 03. Goals 02. Mindset & Paradigms 01. Trascend paradigms 10 2 8 7 13 11 4 12 5 6 9 All Mgmt CEO MEADOW’S 12 LEVERAGE POINTS Meadows D. (1999) Leverage Points, places to intervene in a system
  15. Data 09. Delays
  16. I have the data. WHAT NOW?
  17. Jawbone UP Life tracking
  18. Feedback 06. Information Flows
  19. I have the feedback. WHAT NOW?
  20. Nest Learning Thermostat
  21. Loop 09. Positive loops 08. Negative loops
  22. ?Raise your hand if you know the main steps of the ISO 13407 UCD process
  23. 6 STEPS, ITERATING Understand & specify the context of use Specify the user & organizational requirements Produce design solutions Evaluate design against requirements Identify need of user centered design System meets specified functional, user & organizational requirements USER CENTERED DESIGN: ISO 13407 (1999)
  24. Stephanie Gioia (2011) http://www.visualmba.info. XPLANE Discover Concept DoDesign CHESKIN Envision Explore InspireCreate Express CONIFER Research Catalog Synthesis Insights COOPER Research Modeling, Scenarios DesignFramework Communicate IDEO Inspiration Ideation Implementation FROG Discover Design Deliver FITCH Discover Define DoDesign N MELVILLE Explore Discover Implement & AssessConcept & Design DIFFERENT APPROACHES?
  25. “ ” Jared Spool The great teams never talked about process. If you’re getting something, you’ve got some kind of process. When you formalize that process, that’s a methodology. When that hardens, you’ve got a dogma.
  26. Dave Gray (2008) 3D: http://www.davegrayinfo.com/2008/03/31/3d-a-model-for-learning-and-improvement/ 3D METHOD
  27. do observe think dotL O O P
  28. do observe think dotL O O P do observe think dotL O O P Iterative Complex systems
  29. dotL O O Pdo observe think dotL O O Pdo observe think dotL O O P
  30. AGILE PROCESS
  31. MICROINTERACTIONS Dan Saffer
  32. Identify a DOT Loop Think about the latest social project you did. Try identifying which DOT Loop you worked to enable for the client. 1. Think Do Observe
  33. If the loop breaks... You’re dead.
  34. Orkut Facebook Twitter Friendster MySpace
  35. “ ” Bruce Lee Be water my friend.
  36. SOCIAL EXPERIENCE DESIGN
  37. Motivational Design, 2008 Gianandrea GiacomaDavide Casali
  38. “ ” Niccolò Machiavelli Men in general judge more from appearances than from reality. All men have eyes, but few have the gift of penetration.
  39. “ ” Attributed to Henry Ford If I’d asked people what they wanted, they’d have asked for a faster horse.
  40. Why?
  41. Why do you need a faster horse?
  42. There’s an entire world beyond Maslow’s Pyramid of Needs
  43. Motivations Behaviours Perceptions PROPERTIES OF THE BODY Ergonomy Movement Biology PROPERTIES OF THE MIND HUMAN BEINGS
  44. INTRINSIC MOTIVATIONS RELATIONAL MOTIVATIONS EXTRINSIC MOTIVATIONS
  45. UNDERSTAND RELATIONAL MOTIVATIONS
  46. Four Relational Motivations
  47. Competition
  48. A good way to promote competition is by comparing the metrics you want the users to compete on. Competition
  49. Excellence
  50. http://makes--me--wonder.deviantart.com A good way to promote excellence is to show the user successes and activities to the world. Excellence
  51. Nike Find Your Greatness: Jogger
  52. Curiosity
  53. http://dsasec.deviantart.com A good way to promote curiosity is by creating stories, paths, connecting content together. Curiosity
  54. GE Fly into the Future: Knight Raider
  55. Affection
  56. An good way to promote affection is by showing the human, warm side and voice. Affection Photo by gagilas
  57. Coca Cola Open Happiness: Hug Me Machine
  58. THEY ACT AT DIFFERENT LEVELS 1. COMMUNITY 2. BRAND 3. COMPANY 4. INTERACTIONS
  59. COMMUNITY
  60. Competition Curiosity ExcellenceAffection MOTIVATIONAL DIAMOND Facebook
  61. Competition Curiosity ExcellenceAffection MOTIVATIONAL DIAMOND Facebook with Games
  62. Competition Curiosity ExcellenceAffection MOTIVATIONAL DIAMOND DeviantArt
  63. Competition Curiosity ExcellenceAffection MOTIVATIONAL DIAMOND MySpace
  64. Competition Curiosity ExcellenceAffection MOTIVATIONAL DIAMOND Twitter
  65. BRAND
  66. Competition Curiosity ExcellenceAffection MOTIVATIONAL DIAMOND Red Bull
  67. Competition Curiosity ExcellenceAffection MOTIVATIONAL DIAMOND Nike
  68. Competition Curiosity ExcellenceAffection MOTIVATIONAL DIAMOND Coca Cola
  69. Competition Curiosity ExcellenceAffection MOTIVATIONAL DIAMOND Nokia, as brand
  70. COMPANY
  71. Competition Curiosity ExcellenceAffection MOTIVATIONAL DIAMOND Bank of England
  72. Competition Curiosity ExcellenceAffection MOTIVATIONAL DIAMOND RSA
  73. Competition Curiosity ExcellenceAffection MOTIVATIONAL DIAMOND Nokia
  74. Competition Excellence Curiosity Affection Relational Motivations Given the DOT Loop from before, try to identify which Relational Motivations are driving its social dynamics. 2.
  75. remember: RELATIONS
  76. DESIGN SOCIAL USABILITY
  77. RELATIONS
  78. IDENTITY RELATIONS
  79. IDENTITY RELATIONS COMMUNICATION
  80. EMERGENCE OF GROUPS
  81. RELATIONS In Friendfeed there’s an excellent feature that shows you the messages where your friend answered or liked. This works on the Curiosity motivation.
  82. RELATIONS The Like button has a very clever design that highlight your relationships: wherever you are on the web, seeing the face of a friend of yours there is incredibly reassuring. This works on the Affection motivation.
  83. IDENTITY Might be surprising, but the old MySpace excelled in something: identity. The high degree of customization, allowed by a workaround, triggered an incredible level of self- expression (with all its consequences). This works on the Excellence motivation.
  84. IDENTITY Twitter has one of the best identity expression feature around for simplicity and efficiency: the custom background changes completely the page look and feel. This works on the Excellence motivation.
  85. IDENTITY Many games put a lot of emphasis on identity, think for example about World of Warcraft and Second Life. This works on the Excellence motivation.
  86. COMMUNICATION Another strong element of Twitter is its focus on communication, in particular broadcast communication. This works on the Curiosity motivation.
  87. COMMUNICATION Often ignored, instant messaging systems are incredibly powerful social networks focused on communication. Skype is an excellent example of this, allowing multiple types of communication in one. This works on the Curiosity motivation.
  88. EMERGENCE OF GROUPS Another feature of Skype that is so simple it’s almost not noticed is it’s ability to create groups on the fly. You need to talk with a couple of friend right now? Create a chat ad hoc with a couple of clicks, done! This works on the Affection motivation.
  89. EMERGENCE OF GROUPS The king here today is Google+, even if with the Circles concept it has a very specific interpretation of group. This works on the Affection motivation.
  90. EMERGENCE OF GROUPS Facebook has introduced a very interesting feature as well: dynamic groups. This works on the Affection motivation.
  91. Photo by iz4aks RICE
  92. http://j.mp/su-pdf DOWNLOAD THE CHECKLIST
  93. Social Usability Take the Relational Motivation you defined before and think what kind of social usability hook it could use. 3. Relations Identity Communication Emergence of Groups
  94. Relational Motivations gives direction Social Usability open the road Photo by 49937157@N03
  95. INSIDE & OUTSIDE
  96. Top-down Vision, goals, strategy, trust Bottom-up Operations, feedback, tactics BE A DOUBLE-PYRAMID SOCIAL BUSINESS
  97. Social Business Values, products, services Users Crowdsourcing, WoM, etc BE A DOUBLE-DOUBLE-PYRAMID SOCIAL BUSINESS
  98. We really think of the Zappos brand as about great service, and we just happen to sell shoes. “ ” Tony Hsieh
  99. YOU CAN’T FAKE.
  100. A CONNECTED COMPANY
  101. Competition Excellence Curiosity Affection Think Do Observe Relations Identity Communication Emergence of Groups
  102. “ ” Bruno Munari To complicate is easy, to simplify is hard. To complicate, just add, everyone is able to complicate. Few are able to simplify.
  103. Thanks. @Folletto

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