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All Together Now: How UX Fuels & Engages Online Communities

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What’s in an online community? It’s more than you think. From sharing knowledge to organizing events, “lurking” to influencing, everyone wants to be heard online — and no one wants to be left behind.

But somewhere between online communities and social networks, there’s always been a grey area that plagues UX designers. A misunderstanding of a community's united purpose, shared goals, and methods of sharing information can set the stage for communication nightmares, or even worse, abandonment. In this case study turned case story, we’ll analyze one of the country's largest volunteer groups to understand the unique UX challenges, risks, and opportunities to building active online communities that thrive, rather than fizzle out.

In this talk, Jenny will be discussing:

• How online communities can leverage natural behaviors, motivations, and sharing habits to form knowledgable networks

• Methods for story-mining information from stakeholders and users that enlightens the design process

• Belonging, and the psychology of building online community engagement

• Why it’s important to start simple and introduce advanced features slowly, and how iteration influences longterm business strategies

Published in: Internet
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All Together Now: How UX Fuels & Engages Online Communities

  1. 1. ALL TOGETHER NOW: HOW UX FUELS & ENGAGES ONLINE COMMUNITIES
  2. 2. 2012
  3. 3. The Organization
  4. 4. 3,000+ events annually
  5. 5. Facebook .org Email .org .org
  6. 6. Community
  7. 7. Shared purpose
  8. 8. Shared interest
  9. 9. Shared values
  10. 10. Belonging
  11. 11. People
  12. 12. Social Technographics Ladder
  13. 13. Creators Critics Collectors Joiners Spectators Inactives
  14. 14. Creators Critics Collectors Joiners Spectators Inactives
  15. 15. Stakeholders
  16. 16. Facebook?
  17. 17. K.I.S.S.
  18. 18. Research
  19. 19. Why do you participate?
  20. 20. “I want the disease erased from the dictionary of life and it be replaced with the joy, love and laughter of families sharing long lives and loving memories.”
  21. 21. Who do you communicate with? How?
  22. 22. What are you communicating?
  23. 23. Design
  24. 24. Everything Else Creators Critics Spectators Mine Collectors
  25. 25. 3Secondary Navigation - Proposed (Logged In) 4of My Account Settings Edit My Profile My Profile All Discussions My Discussions Fundraising Resources My Resources My Inbox RESOURCE LIBRARY GROUPSDISCUSSIONSDASHBOARD MEMBERS All Groups My Groups All Members My Friends My Friends Invite My Content All Resources Photo Gallery Video Gallery
  26. 26. 3Secondary Navigation - Proposed (Logged In) 4of My Account Settings Edit My Profile My Profile All Discussions My Discussions Fundraising Resources My Resources My Inbox RESOURCE LIBRARY GROUPSDISCUSSIONSDASHBOARD MEMBERS All Groups My Groups All Members My Friends My Friends Invite My Content All Resources Photo Gallery Video Gallery
  27. 27. Illustration by Hana Jang
  28. 28. 10,000 members
  29. 29. 20,000 members
  30. 30. “[The developer] tells us that it’s one of the fastest growing communities out of the gate that they’ve seen.”
  31. 31. “We’re following through on our commitment to start simple and slowly add features as people get comfortable with the site.”
  32. 32. Thank You
  33. 33. @SunSilvestri jenny@fieldux.com

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