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UI Design for Social Commerce
               Jan Groenefeld
        Sebastian C. Scholz - Dieter Wallach

      Internet World 2008, Munich
Outline

           Commerce Success

           User Participation

            User Motivation

            Social Reputation

          Design for Reputation


                                  earthfaves
                                                   ®

               Case Study         I love this place™
User


       The modern user ...

       • seeks flow (core motivation)

       • is a specialized generalist

       • lives and works in community
        (e.g. open source movement)
Community

  Social reputation acting as a currency manifested in ....

  • specific awards (e.g. “Expert”)
  • status and privileges
  • aggregated points (e.g. number of contacts)
  • depth of integration/ length of participation
  • goal to become a supernode
Reputation Design: Goal



     “                                                                  ”
         A person participating in a social structure
         expects to develop a reputation and hopes
         for insight into the reputations of others (...).
         Balancing these (...) determines (...) the
         success or failure of a social system.


                                                 Yahoo! Design Library




                                             http://developer.yahoo.com/ypatternss/parent.php?patterns=reputation
Competitive Spectrum


                                                                                  High
Neutral                                                                        Competition




  Crucial Assessment of ...

  • Individual goals and potentials for conflict
  • Possibilities of interaction and their consequences
  • Support of competition and direct comparison
                                      http://developer.yahoo.com/ypatternss/parent.php?patterns=reputation
Case Study




                 earthfaves
                                                        ®


                 I love this place                      ™




             „Social - Geobookmarking“
        Trusted recommendations for great locations from friends



       Integration of „Social - Commerce“
        Acquisition of customers by recommendations of services
Earthfaves.com
Earthfaves: Profile


                           Goals*              Tools



      Attract power users with         Control of personal
       high level of integration         development

       Establish idea of “trusted    Transparent and efficient
        places” in community                evaluation

    Balance reputation towards      Sensitive selection of tools
      a “cordial” community         for measurement of quality

  * besides making money
Earthfaves: Design for Reputation

     Selected design patterns for a balanced
                   community:
                                               Collectible
     Terminology             Points           Achievements


    Classic UX



              Named Levels            Top X
Earthfaves: Terminology

Communication of
concepts by
self-descriptiveness
and differentiation
(classic UX)




• differentiating values
• highlighting of trust levels
• discoverability of the unknown
• integration of community
Earthfaves: Point Values



    Control of relevance
    to the community




   • leveled by network
   • feedback and acceptance
   • avoidance of “Brownie Points”
   • rewarding of good user behavior
Earthfaves: Competitiveness




 core parameter                      supportive
                   Usage of Points
Earthfaves: Named Levels



    Discovery and
    identification of high-
    quality contributors



   • reflection of personal progress
   • contextual wording
   • combined with point values
   • max. 5-6 levels (Start with 3 Levels)
Earthfaves: Collect. Achievements (1/3)



   Encouragement of
   users through
   traditional awards



   • additional incentives
   • support of personal progress
   • extensible with growth of community
   • attention with financial incentives
Earthfaves: Collect. Achievements (2/3)



   Encouragment of users
   through expertise awards




   • value depends on other users´ interests
   • high activity in one category
   • transparent usertype (e.g. professional
    users)
Earthfaves: Collect. Achievements (3/3)



   Encouragment of users
   through popularity awards




   • feedback and acceptance as quality feature
   • resulting in credit points for owner
Earthfaves: Top X

  Challenge for users
  to enter the top tier




  • facilitating of cross-linking
  • spotlight on individual members
  • once again: personal progess
Earthfaves: Cross-Linking

  Binding of users by
  extensive links to others




  • support of various search & browse patterns
  • extension of own personal network
  • perspective on own micro cosmos
  • loads of personal recommendations from
   people you can trust
Summary




        Create successful commerce by
     creating a sensitive and flexible social
    reputation model and design around it.
Further Info




       Please check http://ergosign.de for slides and links.
Further Info




                earthfaves
                                                ®


                I love this place               ™




        And feel free to join http://earthfaves.com now!
Selected Sources

                http://earthfaves.com/

        http://developer.yahoo.com/ypatternss/
            parent.php?patterns=reputation

                 http://rushkoff.com/

          http://www.amazon.de/Die-neue-
          Renaissance-Douglas-Rushkoff/dp/
                    3570500675

     http://www.usability.de/publikationen/studien/
       social-shopping-und-user-experience.html
UI Design for Social Commerce
               Jan Groenefeld
        Sebastian C. Scholz - Dieter Wallach

      Internet World 2008, Munich
Backup
Competitive Spectrum




                                                                                     Sharing
                                Sharing goals,       Intrinsic   Sharing same
                  Helping,                                                        opposing goals,
                                  working          motivation   goals, triggering
   Goals
                giving advice                                                      deny others`
                                  together       without conflict competition
                                                                                      goals
                  Identify      Identify    Show users`      Show users`   Show users‘
              senior members trustworthy interests via the accomplishment    victories,
    Use
                  of good    partners with history of their  to motivate     establish
Reputation to
                  standing   track-record   participation       others    bragging rights
                                                                    Numbered
  Potential
                Indentifying       Named                              Levels,                           Points,
                                                     Top X
   Design
                   Labels          Levels                           Collective                       Leaderboard
  Patterns
                                                                   Achievements
                                                                http://developer.yahoo.com/ypatternss/parent.php?patterns=reputation
Reputation Design: Patterns (1/2)



  Identifying Label   Named Levels                                 Top X




                                                        Moderate
    Neutral
                                                       Competition
                                     http://developer.yahoo.com/ypatternss/parent.php?patterns=reputation
Reputation Design: Patterns (2/2)


                     Collectible
  Numbered Levels                  Points                           Leaderboard
                    Achievements




    High                                                       Very High
 Competition                                                  Competition
                                            http://developer.yahoo.com/ypatternss/parent.php?patterns=reputation

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Iwk08 Social Commerce Ui Design Jan Groenefeld

  • 1. UI Design for Social Commerce Jan Groenefeld Sebastian C. Scholz - Dieter Wallach Internet World 2008, Munich
  • 2. Outline Commerce Success User Participation User Motivation Social Reputation Design for Reputation earthfaves ® Case Study I love this place™
  • 3. User The modern user ... • seeks flow (core motivation) • is a specialized generalist • lives and works in community (e.g. open source movement)
  • 4. Community Social reputation acting as a currency manifested in .... • specific awards (e.g. “Expert”) • status and privileges • aggregated points (e.g. number of contacts) • depth of integration/ length of participation • goal to become a supernode
  • 5. Reputation Design: Goal “ ” A person participating in a social structure expects to develop a reputation and hopes for insight into the reputations of others (...). Balancing these (...) determines (...) the success or failure of a social system. Yahoo! Design Library http://developer.yahoo.com/ypatternss/parent.php?patterns=reputation
  • 6. Competitive Spectrum High Neutral Competition Crucial Assessment of ... • Individual goals and potentials for conflict • Possibilities of interaction and their consequences • Support of competition and direct comparison http://developer.yahoo.com/ypatternss/parent.php?patterns=reputation
  • 7. Case Study earthfaves ® I love this place ™ „Social - Geobookmarking“ Trusted recommendations for great locations from friends Integration of „Social - Commerce“ Acquisition of customers by recommendations of services
  • 9. Earthfaves: Profile Goals* Tools Attract power users with Control of personal high level of integration development Establish idea of “trusted Transparent and efficient places” in community evaluation Balance reputation towards Sensitive selection of tools a “cordial” community for measurement of quality * besides making money
  • 10. Earthfaves: Design for Reputation Selected design patterns for a balanced community: Collectible Terminology Points Achievements Classic UX Named Levels Top X
  • 11. Earthfaves: Terminology Communication of concepts by self-descriptiveness and differentiation (classic UX) • differentiating values • highlighting of trust levels • discoverability of the unknown • integration of community
  • 12. Earthfaves: Point Values Control of relevance to the community • leveled by network • feedback and acceptance • avoidance of “Brownie Points” • rewarding of good user behavior
  • 13. Earthfaves: Competitiveness core parameter supportive Usage of Points
  • 14. Earthfaves: Named Levels Discovery and identification of high- quality contributors • reflection of personal progress • contextual wording • combined with point values • max. 5-6 levels (Start with 3 Levels)
  • 15. Earthfaves: Collect. Achievements (1/3) Encouragement of users through traditional awards • additional incentives • support of personal progress • extensible with growth of community • attention with financial incentives
  • 16. Earthfaves: Collect. Achievements (2/3) Encouragment of users through expertise awards • value depends on other users´ interests • high activity in one category • transparent usertype (e.g. professional users)
  • 17. Earthfaves: Collect. Achievements (3/3) Encouragment of users through popularity awards • feedback and acceptance as quality feature • resulting in credit points for owner
  • 18. Earthfaves: Top X Challenge for users to enter the top tier • facilitating of cross-linking • spotlight on individual members • once again: personal progess
  • 19. Earthfaves: Cross-Linking Binding of users by extensive links to others • support of various search & browse patterns • extension of own personal network • perspective on own micro cosmos • loads of personal recommendations from people you can trust
  • 20. Summary Create successful commerce by creating a sensitive and flexible social reputation model and design around it.
  • 21. Further Info Please check http://ergosign.de for slides and links.
  • 22. Further Info earthfaves ® I love this place ™ And feel free to join http://earthfaves.com now!
  • 23. Selected Sources http://earthfaves.com/ http://developer.yahoo.com/ypatternss/ parent.php?patterns=reputation http://rushkoff.com/ http://www.amazon.de/Die-neue- Renaissance-Douglas-Rushkoff/dp/ 3570500675 http://www.usability.de/publikationen/studien/ social-shopping-und-user-experience.html
  • 24. UI Design for Social Commerce Jan Groenefeld Sebastian C. Scholz - Dieter Wallach Internet World 2008, Munich
  • 26. Competitive Spectrum Sharing Sharing goals, Intrinsic Sharing same Helping, opposing goals, working motivation goals, triggering Goals giving advice deny others` together without conflict competition goals Identify Identify Show users` Show users` Show users‘ senior members trustworthy interests via the accomplishment victories, Use of good partners with history of their to motivate establish Reputation to standing track-record participation others bragging rights Numbered Potential Indentifying Named Levels, Points, Top X Design Labels Levels Collective Leaderboard Patterns Achievements http://developer.yahoo.com/ypatternss/parent.php?patterns=reputation
  • 27. Reputation Design: Patterns (1/2) Identifying Label Named Levels Top X Moderate Neutral Competition http://developer.yahoo.com/ypatternss/parent.php?patterns=reputation
  • 28. Reputation Design: Patterns (2/2) Collectible Numbered Levels Points Leaderboard Achievements High Very High Competition Competition http://developer.yahoo.com/ypatternss/parent.php?patterns=reputation