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Discovery is the new cocaine Going beyond engagement By: Ming Yeow Ng, Yu-shan Fung (Discoverio) Note: Section on “ Flow ” was derived from  “ The Science Of Designing Interactions” (SXSW 2008)  by Andreas Weigend (people and data), and Ming Yeow Ng (Discoverio)
Why should you care about Discovery? First off…
What is it about a Web site that might make it  literally irresistible ? We are  programmed for scarcity  and can't dial back even when information is abundant …  (addictive sites) all presented  new  information that somehow needed to be  interpreted … this triggers a  chemical reaction that makes us feel good … From Wall Street Journal: Source: WSJ, Why We're Powerless To Resist Grazing On Endless Web Data March 12, 2008
Done right, Discovery can make a website irresistible! In other words….
Desire by humans to be a  live node  in the network We are always… “ Constantly scanning the peripheral, always motivated by the  desire not to miss  opportunities”  “ Desire for other people  recognizing us ,  make us feel important.” “ Services that win are those that help us protect, filter, create  meaningful connections  ” Linda Stone What drives Discovery? Source: Etech 2006
What is Discovery? Allowing users to: Discover new, valuable information Get Discovered by others Discovering more about themselves
Discovery of Information New  and  Richly interpretable  information triggers chemical reactions Facilitate user towards:
Twitter, Friendfeed: Constant stream of new information New  information
Facebook Breakups “ Who was she ?” “ Was his girlfriend pretty??” “ You mean she is gay???” Richly  Interpretable
Get Discovered by Others “ Who is paying  attention  to me?” “ Am I being  recognized ?” Helping users to:
MyBlogLog Who is checking me out? Who is paying attention to me? Twitter Who is following me?
Discover More About Themselves “ Who am  I  to  others ?” “ What do I  like ?” Allowing users to: Key here: People  do not know  what they want!
Tickle: What am  I ? (400 million personality tests taken) The Old Personality Test The New Personality Test What am  I  to  others ?
Amazon : Collective Recommendation What do I like? Stylefeeder: Analyzing attributes
Facilitate the  Discovery Cycle  for your users Taking all 3 types together:
The Discovery Cycle for Your App Continuous Learning, Contributing, Recognition Engage and allow contribution of  information , leaving of  footprints , and giving of  feedback 2) System to generate new insights for user 1) Discovery of  Content and Users 3) Other Users to discover him Data becomes basis for: Personalized  Recommendations Interactions  that lead to reciprocity and interactions User learning more about himself Throughout the process: (Keeps him coming back!) Meaningful connections gets established
“ Intermittent Variable Reinforcement  “ “ One of Skinner's most important discoveries was that behavior that is  reinforced intermittently  is much more  difficult to extinguish  than behavior that is  reinforced continuously .“ – via Kathy Sierra "You are not sure you are going to get a reward every time or how often you will, so you  keep pulling  that handle.“ - Patricia Wallace on slot machines Done right, this leads to
Discovery is less about  predicting precisely  right about what the user wants  It is more about the entire  user flow of discovery , with all the hits and misses In other words... Think window shopping down the mall or walking through an expo hall
Discovering Activity by Social Graph Based on live updates My good  friend The guy with  great events The babe I  check out Based on collective behavior  and attention data
Collective Judging Collective Behavior
No concept of individual Personalization
Crowdvine: Updated profiles, comments are on front page Helping users get discovered Clear attention/intention data Crowdvine: want-to-meet, fan
Apache Social Network: Open source projects worked on together Connecting based on commonalities
Exploitation Exploration
Connecting based on mutual interest
Randomness that shows the new and richly interpretable Flickr:  Interestingness Etsy:  Many ways to shop
Etsy: 10 different fun ways to discover! (boring categories are at the end)   Make it fun to explore
Understanding the elements of “flow” Feedback, Rewards, Lightweight, Reducing uncertainty How to create the right user experience? Inspired by Mihály Csíkszentmihályi
Direct and immediate feedback Successes and failures in the course of the activity are apparent, so that behavior can be adjusted as needed Elements of flow (1)
Feedback can be by system or can be by other users Feedback  for users to guide their future behavior Metrics for: Maslow Hierarchy Contribution to  others Achievements Popularity Wrong-doings
Yelp: popularity, achievement, and contribution How am I doing?
Cash = power Value = desirability Points as indicators of power and desirability
Linkedin Profile Completeness  Pointing out “deficiencies” to induce actions Setting expected “norm”
Rewards Intrinsically Rewarding Clarity of Reward Recognition for contribution Elements of flow (2)
Twitter: Self Expression is its own reward Intrinsically Rewarding
Twitter: Validation, and Social Interaction are powerful rewards by themselves Intrinsically Rewarding
Clear recognition for intended actions Digg:  Made popular by… Crowdvine:  Updated profiles, comments are on front page
Best Match: Invite 10 to see “best matches” Making Rewards Clear and Explicit
GetSatisfaction: I have this question too! Suggest action and clarify reward
Lightweight Interactions Make it easy for users to contribute Elements of Flow (3)
Crowdvine: Fan : expression of confidence Want-to-meet:  initiate relationship Lightweight, In the moment expressions Yelp:  Variety of lightweight interactions directly on reviews
Lijit: Made the process entertaining and a little mysterious, with rewards at each step Make user do as little as possible Signup Time 15m  ->  2m Conversion 0.1% ->  4% Source: Lijit, SXSW 2008 Automated retrieval of external data, all user needs to do is confirm
Woot: One Single Action Do not make users think
Reducing fear and uncertainty Uncertainty, even irrelevant uncertainty kills action Elements of Flow (4)
Twitter: Communicating with little fear of incurring cost to recipient Assurance that it is up to recipients’ “mode of receiving”
Zoosk: Flirt vs risk Reducing Personal Commitment
HotorNot: No risk of “rejection” Surfacing Improbable Matches
Crowdvine: Showing social behavior right on frontpage Reducing uncertainty on “correct” behavior Latest Comments
Day Trading Elements of Addiction MMORPG Attractor: Things happening outside your control in the system, yet affecting your status Motivator:  You have a stake (self-esteem/emotional/financial)  in changes happening to your status Source: "Ariadne - Understanding MMORPG Addiction"  Nick Yee
Systematically Introducing Discovery Into Your App  (uncompleted) Know what data points you need (Individual / Collective / External) Know what mode of discovery (Recommendations / Search / Browsing) Create pathways of discovery (Filtering / Anchoring ) Maximize exploration / exploitation within the pathway (Intention / Attention) Providing reasons/context for discovery ( Context/Persona/Content) Facilitating mediums for connections (Currency / Reputation) Understand what metrics you need (Diversity, Virality, Engagement) Process by Ming Yeow Ng, Yu-shan Fung (Discoverio)
We LOVE Feedback!!! Discovery is a new, unexplored and very exciting area to be innovating in, and we love to hear from anyone who is just as excited about this as us! Touch base with us via any of these mechanisms mingyeow@discoverio.com  | @mingyeow  (twitter) yushan@discoverio.com  | @ambivalence (twitter)

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Discovery Is The New Cocaine - Going Beyond Engagement

  • 1. Discovery is the new cocaine Going beyond engagement By: Ming Yeow Ng, Yu-shan Fung (Discoverio) Note: Section on “ Flow ” was derived from “ The Science Of Designing Interactions” (SXSW 2008) by Andreas Weigend (people and data), and Ming Yeow Ng (Discoverio)
  • 2. Why should you care about Discovery? First off…
  • 3. What is it about a Web site that might make it literally irresistible ? We are programmed for scarcity and can't dial back even when information is abundant … (addictive sites) all presented new information that somehow needed to be interpreted … this triggers a chemical reaction that makes us feel good … From Wall Street Journal: Source: WSJ, Why We're Powerless To Resist Grazing On Endless Web Data March 12, 2008
  • 4. Done right, Discovery can make a website irresistible! In other words….
  • 5. Desire by humans to be a live node in the network We are always… “ Constantly scanning the peripheral, always motivated by the desire not to miss opportunities” “ Desire for other people recognizing us , make us feel important.” “ Services that win are those that help us protect, filter, create meaningful connections ” Linda Stone What drives Discovery? Source: Etech 2006
  • 6. What is Discovery? Allowing users to: Discover new, valuable information Get Discovered by others Discovering more about themselves
  • 7. Discovery of Information New and Richly interpretable information triggers chemical reactions Facilitate user towards:
  • 8. Twitter, Friendfeed: Constant stream of new information New information
  • 9. Facebook Breakups “ Who was she ?” “ Was his girlfriend pretty??” “ You mean she is gay???” Richly Interpretable
  • 10. Get Discovered by Others “ Who is paying attention to me?” “ Am I being recognized ?” Helping users to:
  • 11. MyBlogLog Who is checking me out? Who is paying attention to me? Twitter Who is following me?
  • 12. Discover More About Themselves “ Who am I to others ?” “ What do I like ?” Allowing users to: Key here: People do not know what they want!
  • 13. Tickle: What am I ? (400 million personality tests taken) The Old Personality Test The New Personality Test What am I to others ?
  • 14. Amazon : Collective Recommendation What do I like? Stylefeeder: Analyzing attributes
  • 15. Facilitate the Discovery Cycle for your users Taking all 3 types together:
  • 16. The Discovery Cycle for Your App Continuous Learning, Contributing, Recognition Engage and allow contribution of information , leaving of footprints , and giving of feedback 2) System to generate new insights for user 1) Discovery of Content and Users 3) Other Users to discover him Data becomes basis for: Personalized Recommendations Interactions that lead to reciprocity and interactions User learning more about himself Throughout the process: (Keeps him coming back!) Meaningful connections gets established
  • 17. “ Intermittent Variable Reinforcement “ “ One of Skinner's most important discoveries was that behavior that is reinforced intermittently is much more difficult to extinguish than behavior that is reinforced continuously .“ – via Kathy Sierra "You are not sure you are going to get a reward every time or how often you will, so you keep pulling that handle.“ - Patricia Wallace on slot machines Done right, this leads to
  • 18. Discovery is less about predicting precisely right about what the user wants It is more about the entire user flow of discovery , with all the hits and misses In other words... Think window shopping down the mall or walking through an expo hall
  • 19. Discovering Activity by Social Graph Based on live updates My good friend The guy with great events The babe I check out Based on collective behavior and attention data
  • 21. No concept of individual Personalization
  • 22. Crowdvine: Updated profiles, comments are on front page Helping users get discovered Clear attention/intention data Crowdvine: want-to-meet, fan
  • 23. Apache Social Network: Open source projects worked on together Connecting based on commonalities
  • 25. Connecting based on mutual interest
  • 26. Randomness that shows the new and richly interpretable Flickr: Interestingness Etsy: Many ways to shop
  • 27. Etsy: 10 different fun ways to discover! (boring categories are at the end) Make it fun to explore
  • 28. Understanding the elements of “flow” Feedback, Rewards, Lightweight, Reducing uncertainty How to create the right user experience? Inspired by Mihály Csíkszentmihályi
  • 29. Direct and immediate feedback Successes and failures in the course of the activity are apparent, so that behavior can be adjusted as needed Elements of flow (1)
  • 30. Feedback can be by system or can be by other users Feedback for users to guide their future behavior Metrics for: Maslow Hierarchy Contribution to others Achievements Popularity Wrong-doings
  • 31. Yelp: popularity, achievement, and contribution How am I doing?
  • 32. Cash = power Value = desirability Points as indicators of power and desirability
  • 33. Linkedin Profile Completeness Pointing out “deficiencies” to induce actions Setting expected “norm”
  • 34. Rewards Intrinsically Rewarding Clarity of Reward Recognition for contribution Elements of flow (2)
  • 35. Twitter: Self Expression is its own reward Intrinsically Rewarding
  • 36. Twitter: Validation, and Social Interaction are powerful rewards by themselves Intrinsically Rewarding
  • 37. Clear recognition for intended actions Digg: Made popular by… Crowdvine: Updated profiles, comments are on front page
  • 38. Best Match: Invite 10 to see “best matches” Making Rewards Clear and Explicit
  • 39. GetSatisfaction: I have this question too! Suggest action and clarify reward
  • 40. Lightweight Interactions Make it easy for users to contribute Elements of Flow (3)
  • 41. Crowdvine: Fan : expression of confidence Want-to-meet: initiate relationship Lightweight, In the moment expressions Yelp: Variety of lightweight interactions directly on reviews
  • 42. Lijit: Made the process entertaining and a little mysterious, with rewards at each step Make user do as little as possible Signup Time 15m -> 2m Conversion 0.1% -> 4% Source: Lijit, SXSW 2008 Automated retrieval of external data, all user needs to do is confirm
  • 43. Woot: One Single Action Do not make users think
  • 44. Reducing fear and uncertainty Uncertainty, even irrelevant uncertainty kills action Elements of Flow (4)
  • 45. Twitter: Communicating with little fear of incurring cost to recipient Assurance that it is up to recipients’ “mode of receiving”
  • 46. Zoosk: Flirt vs risk Reducing Personal Commitment
  • 47. HotorNot: No risk of “rejection” Surfacing Improbable Matches
  • 48. Crowdvine: Showing social behavior right on frontpage Reducing uncertainty on “correct” behavior Latest Comments
  • 49. Day Trading Elements of Addiction MMORPG Attractor: Things happening outside your control in the system, yet affecting your status Motivator: You have a stake (self-esteem/emotional/financial) in changes happening to your status Source: "Ariadne - Understanding MMORPG Addiction" Nick Yee
  • 50. Systematically Introducing Discovery Into Your App (uncompleted) Know what data points you need (Individual / Collective / External) Know what mode of discovery (Recommendations / Search / Browsing) Create pathways of discovery (Filtering / Anchoring ) Maximize exploration / exploitation within the pathway (Intention / Attention) Providing reasons/context for discovery ( Context/Persona/Content) Facilitating mediums for connections (Currency / Reputation) Understand what metrics you need (Diversity, Virality, Engagement) Process by Ming Yeow Ng, Yu-shan Fung (Discoverio)
  • 51. We LOVE Feedback!!! Discovery is a new, unexplored and very exciting area to be innovating in, and we love to hear from anyone who is just as excited about this as us! Touch base with us via any of these mechanisms mingyeow@discoverio.com | @mingyeow (twitter) yushan@discoverio.com | @ambivalence (twitter)