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Social Experience Design: one method, two tools, three business tips (2012)

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Social Experience Design: one method, two tools, three business tips (2012)

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One method, two tools, three business tips. Or in other words: theory of complexity, Dot Loop, Feedback, Relational Motivation, Social Usability, in-the-flow design, double-pyramid of social businesses.

This is the speech I prepared for UX Conference 2011 (Lugano) and part of the workshop I did at Digital Accademia (Venice).

One method, two tools, three business tips. Or in other words: theory of complexity, Dot Loop, Feedback, Relational Motivation, Social Usability, in-the-flow design, double-pyramid of social businesses.

This is the speech I prepared for UX Conference 2011 (Lugano) and part of the workshop I did at Digital Accademia (Venice).

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Social Experience Design: one method, two tools, three business tips (2012)

  1. SOCIAL Davide ‘Folletto’ Casali EXPERIENCE DESIGN
  2. Design Technology Psychology Hybrid Professional
  3. User Experience Designer Social Experience Researcher Startup Design Advisor Baker Framework Founder
  4. SMARTER, SIMPLER, SOCIAL
  5. @Folletto
  6. TODAY
  7. ONE METHOD TWO TOOLS THREE BUSINESS TIPS
  8. ONE METHOD TWO TOOLS THREE BUSINESS TIPS
  9. What is a Social Network?
  10. Social Networks are Complex Systems
  11. Weather Everyone here Language The person near you
  12. Entity as Group Entity as Individual
  13. No simplification Simplification Banalization UNMANAGEABLE UNUSEFUL Thanks to Tullio Tinti
  14. Data
  15. I have the data. Now what?
  16. Feedback
  17. Jawbone UP Life tracking
  18. Nest Learning Thermostat
  19. I have the feedback. And now?
  20. ? Raise your hand if you know the main steps of the ISO 13407 UCD process
  21. User Centered Design: ISO 13407 (1999) 6 steps, iterating Specify the user & organizational requirements Understand & Identify need of user Produce design specify the centered design solutions context of use Evaluate design against requirements System meets specified functional, user & organizational requirements
  22. observe dot LOOP do think
  23. observe dot observe dot dot LOOP LOOP do think do LOOP think
  24. observe dot LOOP do think
  25. If the loop breaks... You’re dead.
  26. Facebook Twitter Orkut MySpace Friendster
  27. Keep adapting.
  28. “ Be water my friend. Bruce Lee ”
  29. ONE METHOD TWO TOOLS THREE BUSINESS TIPS
  30. Motivational Design Davide Casali Gianandrea Giacoma
  31. TOOL 1 UNDERSTAND RELATIONAL MOTIVATIONS
  32. “ Men in general judge more from appearances than from reality. All men have eyes, but few have the gift of penetration. Niccolò Machiavelli ”
  33. Four Relational Motivations
  34. Competition
  35. A good way to promote competition is by comparing the vs metrics you want the people to compete on.
  36. Excellence
  37. An good way to promote excellence is by rewarding with intrinsic rewards the user. Photo by gagilas
  38. Curiosity
  39. An good way to promote curiosity is by creating stories, paths, and connecting content together. Photo by yorkjason
  40. Affection
  41. An good way to promote affection is by giving values, be transparent, talk with human voice. Photo by charlottemarillet
  42. MOTIVATIONAL DIAMOND Facebook Competition Affection Excellence Curiosity
  43. MOTIVATIONAL DIAMOND Google+ Competition Affection Excellence Curiosity
  44. MOTIVATIONAL DIAMOND DeviantArt Competition Affection Excellence Curiosity
  45. MOTIVATIONAL DIAMOND MySpace Competition Affection Excellence Curiosity
  46. MOTIVATIONAL DIAMOND Twitter Competition Affection Excellence Curiosity
  47. Remember: RELATIONS
  48. TOOL 2 DESIGN SOCIAL USABILITY
  49. Relation
  50. Relation Identity
  51. Relation Communication Identity
  52. Emergence of Groups
  53. Relation In Friendfeed there’s an excellent feature that shows you the messages where your friend answered or liked. This works on the Curiosity motivation.
  54. Relation 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.
  55. Identity Might be surprising, but 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.
  56. 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.
  57. 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.
  58. Communication Another strong element of Twitter is its focus on communication, in particular broadcast communication. This works on the Curiosity motivation.
  59. 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.
  60. 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.
  61. 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.
  62. Emergence of Groups Facebook has introduced a very interesting feature as well: dynamic groups. This works on the Affection motivation.
  63. RICE Photo by iz4aks
  64. DOWNLOAD THE CHECKLIST http://j.mp/su-pdf
  65. Social Usability open the road Relational Motivations gives direction Photo by 49937157@N03
  66. ONE METHOD TWO TOOLS THREE BUSINESS TIPS
  67. BE SOCIAL IN-THE-FLOW
  68. BE A DOUBLE-PYRAMID SOCIAL BUSINESS Top-down Vision, goals, strategy, trust Bottom-up Operations, feedback, tactics
  69. “ We really think of the Zappos brand as about great service, and we just happen to sell shoes. Tony Hsieh ”
  70. YOU CAN’T FAKE.
  71. BE A DOUBLE-DOUBLE-PYRAMID SOCIAL BUSINESS Social Business Values, products, services Users Crowdsourcing, WoM, etc
  72. “ To complicate is easy, to simplify is hard. To complicate, just add, everyone is able to complicate. Few are able to simplify. Bruno Munari ”
  73. Davide ‘Folletto’ Casali intenseminimalism.com @folletto folletto@gmail.com

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