Social Experience Design
-
Upload
uxconference -
Category
Technology
-
view
1.038 -
download
0
description
Transcript of Social Experience Design
![Page 1: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/1.jpg)
Davide ‘Folletto’ Casali
SOCIALEXPERIENCEDESIGN
![Page 2: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/2.jpg)
PsychologyTechnology
Design
Hybrid Professional
![Page 3: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/3.jpg)
User ExperienceDesigner
Startup DesignAdvisor
Social ExperienceResearcher
Baker FrameworkFounder
![Page 4: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/4.jpg)
SMARTER, SIMPLER, SOCIAL
![Page 5: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/5.jpg)
@Folletto
![Page 6: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/6.jpg)
TODAY
![Page 7: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/7.jpg)
ONE METHODTWO TOOLSTHREE BUSINESS TIPS
![Page 8: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/8.jpg)
ONE METHODTWO TOOLSTHREE BUSINESS TIPS
![Page 9: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/9.jpg)
What is a Social Network?
![Page 10: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/10.jpg)
Social Networks are Complex Systems
![Page 11: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/11.jpg)
Weather
Language
Everyone here
The person near you
![Page 12: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/12.jpg)
Entity as Individual
Entity as Group
![Page 13: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/13.jpg)
No simplification BanalizationSimplification
Thanks to Tullio Tinti
UNMANAGEABLE UNUSEFUL
![Page 14: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/14.jpg)
Data
![Page 15: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/15.jpg)
I have the data.Now what?
![Page 16: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/16.jpg)
Feedback
![Page 17: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/17.jpg)
Jawbone UPLife tracking
![Page 18: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/18.jpg)
NestLearning Thermostat
![Page 19: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/19.jpg)
I have the feedback.And now?
![Page 20: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/20.jpg)
Raise your hand if you know the main steps of the ISO 13407 UCD process?
![Page 21: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/21.jpg)
User Centered Design: ISO 13407 (1999) 6 steps, iterating
Understand & specify the
context of use
Specify the user & organizational
requirements
Produce design solutions
Evaluate design against
requirements
Identify need of user centered design
System meets specified functional, user & organizational requirements
![Page 22: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/22.jpg)
do
observe
think
dotL OOP
![Page 23: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/23.jpg)
do
observe
think
dotL OOPdo
observe
think
dotL OOP
do
observe
think
dotL OOP
![Page 24: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/24.jpg)
do
observe
think
dotL OOP
![Page 25: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/25.jpg)
If the loop breaks...You’re dead.
![Page 26: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/26.jpg)
Orkut
MySpace
Friendster
![Page 27: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/27.jpg)
Keep adapting.
![Page 28: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/28.jpg)
“”Bruce Lee
Be water my friend.
![Page 29: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/29.jpg)
ONE METHODTWO TOOLSTHREE BUSINESS TIPS
![Page 30: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/30.jpg)
Motivational Design
Gianandrea GiacomaDavide Casali
![Page 31: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/31.jpg)
TOOL 1UNDERSTANDRELATIONALMOTIVATIONS
![Page 32: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/32.jpg)
“
”Oscar Wilde
Men in general judge more from appearances than from reality.
All men have eyes, but few have the gift of penetration.
![Page 33: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/33.jpg)
Four Relational Motivations
![Page 34: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/34.jpg)
Competition
![Page 35: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/35.jpg)
An good way to promote competition is by comparing the metrics you want the people to compete on.
vs
![Page 36: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/36.jpg)
Excellence
![Page 37: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/37.jpg)
An good way to promote excellence is by rewarding with intrinsic rewards the user.
Photo by gagilas
![Page 38: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/38.jpg)
Curiosity
![Page 39: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/39.jpg)
An good way to promote curiosity is by creating stories, paths, and connecting content together.
Photo by yorkjason
![Page 40: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/40.jpg)
Affection
![Page 41: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/41.jpg)
An good way to promote affection is by giving values, be transparent, talk with human voice.
Photo by charlottemarillet
![Page 42: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/42.jpg)
Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMONDFacebook
![Page 43: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/43.jpg)
Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMONDGoogle+
![Page 44: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/44.jpg)
Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMONDDeviantArt
![Page 45: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/45.jpg)
Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMONDMySpace
![Page 46: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/46.jpg)
Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMONDTwitter
![Page 47: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/47.jpg)
Remember:RELATIONS
![Page 48: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/48.jpg)
TOOL 2DESIGNSOCIALUSABILITY
![Page 49: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/49.jpg)
Relation
![Page 50: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/50.jpg)
Identity
Relation
![Page 51: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/51.jpg)
Identity
Relation
Communication
![Page 52: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/52.jpg)
Emergence of Groups
![Page 53: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/53.jpg)
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.
![Page 54: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/54.jpg)
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.
![Page 55: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/55.jpg)
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.
![Page 56: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/56.jpg)
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.
![Page 57: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/57.jpg)
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.
![Page 58: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/58.jpg)
Communication
Another strong element of Twitter is its focus on communication, in particular broadcast communication.
This works on the Curiosity motivation.
![Page 59: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/59.jpg)
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.
![Page 60: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/60.jpg)
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.
![Page 61: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/61.jpg)
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.
![Page 62: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/62.jpg)
Emergence of Groups
Facebook has introduced a very interesting feature as well: dynamic groups.
This works on the Affection motivation.
![Page 63: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/63.jpg)
RICE
Photo by iz4aks
![Page 64: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/64.jpg)
![Page 66: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/66.jpg)
Relational Motivationsgives direction
Social Usabilityopen the road
Photo by 49937157@N03
![Page 67: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/67.jpg)
ONE METHODTWO TOOLSTHREE BUSINESS TIPS
![Page 68: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/68.jpg)
BE SOCIAL IN-THE-FLOW
![Page 69: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/69.jpg)
Top-downVision, goals, strategy, trust
Bottom-upOperations, feedback, tactics
BE A DOUBLE-PYRAMID SOCIAL BUSINESS
![Page 70: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/70.jpg)
“
”
We really think of the Zappos brand as
about great service, and we just happen
to sell shoes.Tony Hsieh
![Page 71: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/71.jpg)
YOU CAN’T FAKE.
![Page 72: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/72.jpg)
Social BusinessValues, products, services
UsersCrowdsourcing, WoM, etc
BE A DOUBLE-DOUBLE-PYRAMID SOCIAL BUSINESS
![Page 73: Social Experience Design](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550b28eb4c905ff618b4921/html5/thumbnails/73.jpg)
“
”Bruno Munari
To complicate is easy, to simplify is hard.To complicate, just add,
everyone is able to complicate.Few are able to simplify.