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SOCIAL
Davide ‘Folletto’ Casali   EXPERIENCE
                           DESIGN
Design




Technology                         Psychology




             Hybrid Professional
User Experience
Designer

Social Experience
Researcher

Startup Design
Advisor

Baker Framework
Founder
SMARTER, SIMPLER, SOCIAL
@Folletto
TODAY
ONE METHOD
TWO TOOLS
THREE BUSINESS TIPS
ONE METHOD
TWO TOOLS
THREE BUSINESS TIPS
What is a Social Network?
Social Networks are Complex Systems
Weather      Everyone here




Language   The person near you
Entity as Group




Entity as Individual
No simplification   Simplification              Banalization
 UNMANAGEABLE                                  UNUSEFUL




                     Thanks to Tullio Tinti
Data
I have the data.
  Now what?
Feedback
Jawbone UP
Life tracking
Nest
Learning Thermostat
I have the feedback.
     And now?
?   Raise your hand if you know the main
    steps of the ISO 13407 UCD process
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
observe




     dot
     LOOP

do             think
observe




     dot
            observe




          dot
           dot
            LOOP
          LOOP
     do               think


do   LOOP                     think
observe




     dot
     LOOP

do             think
If the loop breaks...
    You’re dead.
Facebook


Twitter


Orkut


MySpace


Friendster
Keep adapting.
“
Be water my friend.
      Bruce Lee



      ”
ONE METHOD
TWO TOOLS
THREE BUSINESS TIPS
Motivational Design




Davide Casali   Gianandrea Giacoma
TOOL 1
UNDERSTAND
RELATIONAL
MOTIVATIONS
“
    Men in general judge more
from appearances than from reality.
  All men have eyes, but few have
      the gift of penetration.
          Niccolò Machiavelli



              ”
Four Relational Motivations
Competition
A good way to
     promote competition
     is by comparing the
vs   metrics you want
     the people to
     compete on.
Excellence
An good way to
                   promote excellence
                   is by rewarding with
                   intrinsic rewards the
                   user.




Photo by gagilas
Curiosity
An good way to
                     promote curiosity is
                     by creating stories,
                     paths, and
                     connecting content
                     together.




Photo by yorkjason
Affection
An good way to
                             promote affection is
                             by giving values, be
                             transparent, talk
                             with human voice.




Photo by charlottemarillet
MOTIVATIONAL DIAMOND
Facebook

                       Competition




         Affection                   Excellence




                        Curiosity
MOTIVATIONAL DIAMOND
Google+

                       Competition




          Affection                  Excellence




                        Curiosity
MOTIVATIONAL DIAMOND
DeviantArt

                       Competition




         Affection                   Excellence




                        Curiosity
MOTIVATIONAL DIAMOND
MySpace

                       Competition




         Affection                   Excellence




                        Curiosity
MOTIVATIONAL DIAMOND
Twitter

                       Competition




          Affection                  Excellence




                        Curiosity
Remember:
RELATIONS
TOOL 2
DESIGN
SOCIAL
USABILITY
Relation
Relation




Identity
Relation


Communication


   Identity
Emergence of Groups
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.
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.
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.
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.
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.
Communication

Another strong element of
Twitter is its focus on
communication, in
particular broadcast
communication.

This works on the
Curiosity motivation.
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.
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.
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.
Emergence of Groups

Facebook has introduced
a very interesting feature
as well: dynamic groups.

This works on the
Affection motivation.
RICE

Photo by iz4aks
DOWNLOAD THE CHECKLIST
http://j.mp/su-pdf
Social Usability
                         open the road

           Relational Motivations
              gives direction




Photo by 49937157@N03
ONE METHOD
TWO TOOLS
THREE BUSINESS TIPS
BE SOCIAL IN-THE-FLOW
BE A DOUBLE-PYRAMID SOCIAL BUSINESS

               Top-down
         Vision, goals, strategy, trust




               Bottom-up
         Operations, feedback, tactics
“
We really think of the
 Zappos brand as
about great service,
and we just happen
    to sell shoes.
      Tony Hsieh



       ”
YOU CAN’T FAKE.
BE A DOUBLE-DOUBLE-PYRAMID SOCIAL BUSINESS




                          Social Business
                          Values, products, services




                          Users
                          Crowdsourcing, WoM, etc
“
To complicate is easy, to simplify is hard.
        To complicate, just add,
     everyone is able to complicate.
        Few are able to simplify.
                Bruno Munari



                 ”
Davide ‘Folletto’ Casali

    intenseminimalism.com
    @folletto
    folletto@gmail.com

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