The document discusses the design and motivational strategies for social networks, emphasizing the importance of user-centric design principles as outlined in ISO 13407. It introduces tools and methods for understanding relational motivations, such as competition, affection, excellence, and curiosity, which can enhance user experience. The author advocates for simplifying social business structures to improve user engagement and operational effectiveness.

1. SOCIAL
Davide ‘Folletto’ Casali EXPERIENCE
DESIGN

2. Design
Technology Psychology
Hybrid Professional

3. User Experience
Designer
Social Experience
Researcher
Startup Design
Advisor
Baker Framework
Founder

4. SMARTER, SIMPLER, SOCIAL

5. @Folletto

6. TODAY

7. ONE METHOD
TWO TOOLS
THREE BUSINESS TIPS

8. ONE METHOD
TWO TOOLS
THREE BUSINESS TIPS

9. What is a Social Network?

10. Social Networks are Complex Systems

11. Weather Everyone here
Language The person near you

12. Entity as Group
Entity as Individual

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

14. Data

15. I have the data.
Now what?

16. Feedback

17. Jawbone UP
Life tracking

18. Nest
Learning Thermostat

19. I have the feedback.
And now?

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 &
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

22. observe
dot
LOOP
do think

23. observe
dot
observe
dot
dot
LOOP
LOOP
do think
do LOOP think

24. observe
dot
LOOP
do think

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

26. Facebook
Twitter
Orkut
MySpace
Friendster

27. Keep adapting.

28. “
Be water my friend.
Bruce Lee
”

29. ONE METHOD
TWO TOOLS
THREE BUSINESS TIPS

30. Motivational Design
Davide Casali Gianandrea Giacoma

31. TOOL 1
UNDERSTAND
RELATIONAL
MOTIVATIONS

32. “
Men in general judge more
from appearances than from reality.
All men have eyes, but few have
the gift of penetration.
Niccolò Machiavelli
”

33. Four Relational Motivations

34. Competition

35. A good way to
promote competition
is by comparing the
vs metrics you want
the people to
compete on.

36. Excellence

37. An good way to
promote excellence
is by rewarding with
intrinsic rewards the
user.
Photo by gagilas

38. Curiosity

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

40. Affection

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

42. MOTIVATIONAL DIAMOND
Facebook
Competition
Affection Excellence
Curiosity

43. MOTIVATIONAL DIAMOND
Google+
Competition
Affection Excellence
Curiosity

44. MOTIVATIONAL DIAMOND
DeviantArt
Competition
Affection Excellence
Curiosity

45. MOTIVATIONAL DIAMOND
MySpace
Competition
Affection Excellence
Curiosity

46. MOTIVATIONAL DIAMOND
Twitter
Competition
Affection Excellence
Curiosity

47. Remember:
RELATIONS

48. TOOL 2
DESIGN
SOCIAL
USABILITY

49. Relation

50. Relation
Identity

51. Relation
Communication
Identity

52. Emergence of Groups

53. 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.

54. 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.

55. 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.

56. 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.

57. 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.

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

59. 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.

60. 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.

61. 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.

62. Emergence of Groups
Facebook has introduced
a very interesting feature
as well: dynamic groups.
This works on the
Affection motivation.

63. RICE
Photo by iz4aks

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

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

67. ONE METHOD
TWO TOOLS
THREE BUSINESS TIPS

68. BE SOCIAL IN-THE-FLOW

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

70. “
We really think of the
Zappos brand as
about great service,
and we just happen
to sell shoes.
Tony Hsieh
”

71. YOU CAN’T FAKE.

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

73. “
To complicate is easy, to simplify is hard.
To complicate, just add,
everyone is able to complicate.
Few are able to simplify.
Bruno Munari
”

74. Davide ‘Folletto’ Casali
intenseminimalism.com
@folletto
folletto@gmail.com