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Setting Structure for Social Comfort

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Setting the structure for social comfort using social lenses to see and understand how to design for social environments.

Presented at World IA Day 2015, Washington, DC.

Published in: Design
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Setting Structure for Social Comfort

  1. 1. Setting Structure 
 for Social Comfort Thomas Vander Wal 21 February 2015 World IA Day 2015 :: Washington, DC
  2. 2. Who is Thomas?
  3. 3. Non-digital
  4. 4. Commonwealth Club of California
  5. 5. Understanding 
 Social Software for Mainstream Adoption
  6. 6. “I don’t want to be the company idiot!”
  7. 7. Look to human social interactions
  8. 8. Social Scripts
  9. 9. Rethink how tools map to human needs
  10. 10. What is Trust?
  11. 11. Too many components to trust
  12. 12. Stop using the term trust
  13. 13. Encourage the use of words that describe trust
  14. 14. Comfort Dependable Valued Honest Consistent BelievableLoved Treasured Etcetera... Respect
  15. 15. Social Comfort
  16. 16. 3 Parts of Social Comfort • People • Tools • Content
  17. 17. Social Comfort with People
  18. 18. Elements of Social Software
  19. 19. Identity Object Presence Collaboration Actions Groups Sharing Reputation Relationships Conversation
  20. 20. Build Order Identity Object Presence Actions Sharing Reputation Relationship Conversation Groups Collaboration
  21. 21. Build Order Identity Object Presence Actions Sharing Reputation Relationship Conversation Groups Collaboration Traditional Groupware
  22. 22. Who Are These People?
  23. 23. Paradox of Familiarity • Familiarity through working together • Familiarity through reputation • Hallway familiarity • Online familiarity
  24. 24. Building Comfort with People • Similar interest • Similar life stories • Similar experiences • People in common
  25. 25. Consumating’s “Quirkiness Factor”
  26. 26. Some Caution 
 Needed
  27. 27. While finding a common bond that is private or rare occurrence between people can lead to really strong bonds, often people don’t want this public.
  28. 28. •Beware of privacy •Let people set what is shared •Allow for progressive disclosure •Allow for an “ask”
  29. 29. •Some sensitive areas: - Health - Relationship status - Personal matters - Mental health - Finances
  30. 30. •Set 3 category types for sharing - Openly shared - Share if connected and there is a match - Ask to share Structure Share Categories
  31. 31. Transparency
  32. 32. Profiles
  33. 33. Build profiles from the viewers perspective • Breadth of social possible connections • Contextual disclosure - Things in common between people - Relevance of semi-private disclosure
  34. 34. What are things that would erode comfort?
  35. 35. Social Comfort with Tools
  36. 36. Walled Gardens vs. Open Sharing
  37. 37. Sharepoint default
  38. 38. Lack of comfort with open sharing
  39. 39. Comfortable spaces with permeable walls
  40. 40. Social Reticence of a Click
  41. 41. “How broadly are my activities shared”
  42. 42. “What do others think ‘this’ means”
  43. 43. What do the features and functions of the tools/ service do?
  44. 44. When we...
  45. 45. Item Hold On Interest Approve Kudos
  46. 46. 7 Intents for Favorites 1. Favorite to see what you like over time 2. Favorite to share with others 3. Favorite to show you approve of something (as in signing off with approval) or like 4. Use as a bookmark to come back to an item later (No like nor dislike implied) 5. Give kudos to the creator of the item 6. Use as a hook to trigger other service actions 7. To acknowledge it has been seen, often implied as a an end of a conversation
  47. 47. Social Progressions • Personal • Ideas shared (sparks) • Gathering of others with interests (campfire) • Broader interest gathering (bonfire) • Honing for broad use and replications (torch)
  48. 48. Spark
  49. 49. Campfire
  50. 50. Bonfire
  51. 51. Torch
  52. 52. Social Comfort with Content
  53. 53. 100% of content that is potentially sharable
  54. 54. Content Sharing Paradox
  55. 55. The goal is to share 100% of what one knows
  56. 56. This often takes sharing with those one is most comfortable with first
  57. 57. When people need to find “others like me” 
 This is often the trigger eroding fears 
 that brings social comfort
  58. 58. The more personal the issue, the more difficult it is to attain social comfort
  59. 59. Externally Focussed Social Empathy • Sharing may hurt others • Not wanting to “rock the boat” • Whistle blowing concerns
  60. 60. Social Comfort as a Whole
  61. 61. Thank You!
  62. 62. Credit of Other’s Photos • Commonwealth Club, by Steve Rhodes photo of Lowell Bergman - http://www.flickr.com/photos/ari/389255633/sizes/l/
  63. 63. E-mail: thomas@vanderwal.net Skype: tjvanderwal Twitter: @vanderwal & @infocloud Blog: http://personalinfocloud.com Site: http://vanderwal.net

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