The document discusses social experience design and relational motivations. It presents Meadow's 12 leverage points model for intervening in complex systems. It then discusses four relational motivations - competition, excellence, curiosity, and affection - and how they act at different levels including community, brand, company, and interactions. The document emphasizes designing for relations, identity, communication, and emergence of groups to drive these motivations. It stresses the importance of a connected, double-pyramid social business model focused on both top-down and bottom-up dynamics.

1. SOCIAL
Davide ‘Folletto’ Casali EXPERIENCE
DESIGN

2. NIGHT.EU
Head of Design Startup Advisor

3. Manifesto Ibridi
manifestoibridi.org

4. @Folletto

5. PERSPECTIVE
A CHANGE OF

6. What is a Social Network?

7. Social Networks are Complex Systems

8. Weather Everyone here
Language The person near you

9. Entity as Group
Entity as Individual

10. No simplification Simplification Banalization
UNMANAGEABLE UNUSEFUL
Thanks to Tullio Tinti

11. MEADOW’S 12 LEVERAGE POINTS
12. Constants
11. Buffers
10 8 10. Material
9
09. Delays
2
08. Negative loops
7
3 1
07. Positive loops
6
06. Information
11
4 5 05. Rules
12
04. Change & self-organize
03. Goals
02. Paradigms
01. Trascend paradigms
Meadows D. (1999) Leverage Points, places to intervene in a system

12. MEADOW’S 12 LEVERAGE POINTS
12. Constants
11. Buffers
10 8 10. Material
9
09. Delays
2
08. Negative loops
7
3 1
07. Positive loops
6
06. Information
11
4 5 05. Rules
12
04. Change & self-organize
03. Goals
02. Paradigms
01. Trascend paradigms
Meadows D. (1999) Leverage Points, places to intervene in a system 12

13. MEADOW’S 12 LEVERAGE POINTS
12. Constants
11. Buffers
10 8 10. Material
9
09. Delays
08. Negative loops
2
7 All
3 1
07. Positive loops
6
06. Information
4 5 05. Rules
11
Mgmt
12
04. Change & self-organize
03. Goals CEO
02. Paradigms
01. Trascend paradigms
Meadows D. (1999) Leverage Points, places to intervene in a system 13

14. Data
09. Delays

15. I have the data.
Now what?

16. Feedback
06. Information

17. Jawbone UP
Life tracking

18. I have the feedback.
And now?

19. Nest
Learning Thermostat

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 & Produce
Identify need of user
specify the design
centered design
context of use solutions
Evaluate
design
against
requirements
System meets specified functional,
user & organizational requirements

22. 3D METHOD
Dave Gray (2008) 3D: http://www.davegrayinfo.com/2008/03/31/3d-a-model-for-learning-and-improvement/

23. AGILE METHODS

24. DIFFERENT APPROACHES?
IDEO Inspiration Ideation Implementation
XPLANE Discover Concept Design Do
CHESKIN Envision Explore Create Inspire Express
CONIFER Research Catalog Synthesis Insights
COOPER Research Modeling, Scenarios Framework Design Communicate
FROG Discover Design Deliver
FITCH Discover Define Design Do
N MELVILLE Explore Discover Concept & Design Implement & Assess
Stephanie Gioia (2011) http://www.visualmba.info.

25. “
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.
Jared Spool
”

26. observe
dot
LOOP
do think

27. observe observe
dot
LOOP
dot
LOOP
do think do think
Iterative Complex systems

28. observe
dot
observe
dot
dot
LOOP
LOOP
do think
do LOOP think

29. 1. Identify a
DOT Loop
Think about the latest
social project you did.
Do
Try identifying which Observe
DOT Loop you worked
Think
to enable for the client.

30. If the loop breaks...
You’re dead.

31. Facebook
Twitter
Orkut
MySpace
Friendster

32. Keep adapting.

33. “
Be water my friend.
Bruce Lee
”

34. SOCIAL
EXPERIENCE
DESIGN

35. Motivational Design
Davide Casali Gianandrea Giacoma

36. Motivations
Behaviours PROPERTIES
OF THE MIND
Perceptions
HUMAN BEINGS
Ergonomy
Movement PROPERTIES
OF THE BODY
Biology

37. “
Men in general judge more
from appearances than from reality.
All men have eyes, but few have
the gift of penetration.
Niccolò Machiavelli
”

38. UNDERSTAND
RELATIONAL
MOTIVATIONS

39. Four Relational Motivations

40. Competition

41. Competition
A good way to
promote competition
is by comparing the
metrics you want the
users to compete on.

42. Excellence

43. Excellence
A good way to
promote excellence is
to show the user
successes and
activities to the world.
http://makes--me--wonder.deviantart.com

44. Curiosity

45. Curiosity
A good way to
promote curiosity is by
creating stories,
paths, connecting
content together.
http://dsasec.deviantart.com

46. Affection

47. Affection
An good way to
promote affection is
by showing the
human, warm side
and voice.
Photo by gagilas

48. THEY ACT AT
DIFFERENT LEVELS
1. COMMUNITY
2. BRAND
3. COMPANY
4. INTERACTIONS

49. COMMUNITY

50. MOTIVATIONAL DIAMOND
Facebook
Competition
Affection Excellence
Curiosity

51. MOTIVATIONAL DIAMOND
Facebook with Games
Competition
Affection Excellence
Curiosity

52. MOTIVATIONAL DIAMOND
DeviantArt
Competition
Affection Excellence
Curiosity

53. MOTIVATIONAL DIAMOND
MySpace
Competition
Affection Excellence
Curiosity

54. MOTIVATIONAL DIAMOND
Twitter
Competition
Affection Excellence
Curiosity

55. BRAND

56. MOTIVATIONAL DIAMOND
Red Bull
Competition
Affection Excellence
Curiosity

57. MOTIVATIONAL DIAMOND
Nike
Competition
Affection Excellence
Curiosity

58. MOTIVATIONAL DIAMOND
Coca Cola
Competition
Affection Excellence
Curiosity

59. MOTIVATIONAL DIAMOND
Nokia, as brand
Competition
Affection Excellence
Curiosity

60. COMPANY

61. MOTIVATIONAL DIAMOND
Bank of England
Competition
Affection Excellence
Curiosity

62. MOTIVATIONAL DIAMOND
RSA
Competition
Affection Excellence
Curiosity

63. MOTIVATIONAL DIAMOND
Nokia
Competition
Affection Excellence
Curiosity

64. 2. Relational
Motivations
Given the DOT Loop
from before, try to
identify which Competition
Relational Motivations Excellence
are driving its social Curiosity
dynamics.
Affection

65. Remember:
RELATIONS

66. DESIGN
SOCIAL
USABILITY

67. RELATIONS

68. RELATIONS
IDENTITY

69. RELATIONS
COMMUNICATION
IDENTITY

70. EMERGENCE OF GROUPS

71. 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.

72. 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.

73. 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.

74. 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.

75. 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.

76. COMMUNICATION
Another strong element
of Twitter is its focus on
communication, in
particular broadcast
communication.
This works on the
Curiosity motivation.

77. 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.

78. 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.

79. 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.

80. EMERGENCE OF GROUPS
Facebook has
introduced a very
interesting feature as
well: dynamic groups.
This works on the
Affection motivation.

81. RICE
Photo by iz4aks

83. DOWNLOAD THE CHECKLIST
http://j.mp/su-pdf

84. 3. Social
Usability
Take the Relational
Motivation you defined
Relations
before and think what Identity
kind of social usability Communication
hook it could use. Emergence of Groups

85. Social Usability
open the road
Relational Motivations
gives direction
Photo by 49937157@N03

86. INSIDE & OUTSIDE

87. BE A DOUBLE-PYRAMID SOCIAL BUSINESS
Top-down
Vision, goals, strategy, trust
Bottom-up
Operations, feedback, tactics

88. BE A DOUBLE-DOUBLE-PYRAMID
SOCIAL BUSINESS
Social Business
Values, products, services
Users
Crowdsourcing, WoM, etc

89. “
We really think of the
Zappos brand as
about great service,
and we just happen to
sell shoes.
Tony Hsieh
”

90. YOU CAN’T FAKE.

91. A CONNECTED COMPANY

92. Do Competition Relations
Observe Excellence Identity
Think Curiosity Communication
Affection Emergence of Groups

93. “
To complicate is easy, to simplify is hard.
To complicate, just add,
everyone is able to complicate.
Few are able to simplify.
Bruno Munari
”

94. Thanks.
@Folletto