Designing Social Media Interactions to Optimize User Benefits
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Social Media Week was held in London in November 2018 to discuss designing social media interactions to benefit users. The document discusses challenges with current social media platforms taking users further from meaningful interactions and proposes reimagining platforms beyond just sharing updates. It outlines critiques of solutions by platforms as reactionary and not addressing user motivations. User feedback called for more control, relevance and reducing noise. The document proposes moving from social media as a service to a system that adapts to needs, encourages diverse interactions and opens rules to input to better cater to user actions.
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Designing Social Media Interactions to Optimize User Benefits
- 1. Social Media Week London, November 2018 Designing Social Media Interactions to Benefit Users
- 3. 3 It seems like whilst marginally widening our networks, our social interactions take us further away from the interactions we’d like to have.
- 4. 4 We challenged ourselves to see if we could add more value to the type of interactions a major social platform could offer.
- 5. 5 Our hypothesis WEU social media platforms could add more value if they were used beyond their present-day functionality of sharing/consuming peer-produced multimedia updates.
- 6. Some functionality being added 6
- 7. [changes afoot not only for Facebook] 7
- 8. Unaffiliated “fixers” have also addressed some issues 8 Privacy and data easier more transparent security/ privacy settings Control reducing ads, muting ads, enabling people to control the way newsfeed is displayed Interaction optimisation Improving ease of use, magnifying more popular modes of interaction Unaddressed → Discovery(Searchable newsfeed, search, keyword driven discovery)
- 9. Our critique of these solutions 9 • They are fixes of problems flagged by a group of users / the media • They are in response to hyped issues (CA scandal) • They do not start with a clear understanding of people’s motivations • They are constrained by an unwillingness to re-imagine a social platform aligned with the future, not the present
- 10. How we worked 10 Applying pure design thinking to the problem Business needsPeople’s needs A range of solutions “To give people the power to build community and bring the world closer together.” • Continue growth (money and users) • Provide value to users • Future proof • Appease regulators • Better safety checks in place • Beat the competition
- 11. One thing people would change about Facebook 11 One thing people would change about FB MORE LESS CONTROL RELEVANCE NOISECHOICE LIES notifications about everything Advertising Don’t notify people about every single thing we liked Use of data STRUCTURE Stop reinforcing my bubble, help step outside it See my history, see past events Weekly summary of family activity Help shape permissions around 2ry and 3ry “friends” Dislike button Don’t guess the relevance, show in time order Give a way of shaping the newsfeed Enable meaningful search (i.e. by maiden names) Considerate feature roll out without impact to privacy settings Allow to recommend the updates to people
- 12. Looking at the competition 12
- 13. Looking at the competition 13 SystemService
- 14. 14 From cosmetic changes → fundamental ones From service → system
- 15. 15
- 16. Being a system 16 A single-function thing that is being provided to users to address a need A set of things working together as parts of a mechanism or an interconnecting network, a complex whole supplying the infrastructure for multiple services to be provided. SERVICE SYSTEM • Adapting to needs • Encouraging diverse interactions / actions • Opening up rules FACEBOOK SYSTEM PRINCIPLES Path from a single service to an OS
- 17. 17 Space adapting to needs From scattered and layered, to simplified and contextual
- 18. 18 Opening up rules From rigid top-down rules to spaces open to input
- 19. 19 Doing not shouting Platform catering for action, not (only) talking
- 20. 20 Things we learnt 1. We could definitely DO more with social platforms. 2. The “mechanics” of the platform make it harder to input or understand user needs. 3. The business vision appears to override the vision-vision.
- 21. 21 People/brands are already thinking along these lines
- 22. 22 People/brands are already thinking along these lines
- 23. 23 Things you can apply 1. Question your first instinct (we need to make an ad) 2. The API is your friend (get to know it) 3. Make more “do things” than “say things”
- 24. 24 Thank you