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We’re connected. Now what? Turning Real Life Behaviors into Social Features. Some random thoughts from Stephen P. Anderson

We're Connected, Now What? Turning Real Life Behaviors Into Social Features

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Where do you get inspiration for online social features? One approach is to copy or offer a variation on something someone else has already created. But this approach lacks vision and often results in ‘me-too’ applications. A better approach is to look at real-world social interactions, and then translate these into online social features. And where better to observe these interactions than someplace like the mall, college campus, or conference? We’ll spend the first half of this presentation looking at some different ways that natural human and social behaviors have guided product development— and ‘filled the well’ with original new feature requests. Then, we’ll apply this approach in a workshop type environment to generate some of our own innovative social media ideas.

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Page 1: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

We’re connected. Now what? Turning Real Life Behaviors into Social Features.

Some random thoughts from

Stephen P. Anderson

Page 2: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

Humans are fascinating.

And we do many curious things.

Page 3: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

1.Find a partner.

2.Identify 5 interesting social behaviors

Small GroupActivity

Page 4: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

Small GroupActivity

think about meeting new people, how friendships are formed, group dynamics, stories we create, how opinions are formed, how we respond to different

environments, what we expect in different contexts, what earns respect, things we value, things we

frown upon, why we act certain ways, etc.

`5 interesting social behaviors’

Page 5: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

Thoughts?

Page 6: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

Making good human observations is difficult, for some (many?) of us.

Page 7: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

I’m a Designer.

Page 8: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

How do you

create a web

app or site that

truly delights

people?

Page 9: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

Meaningful

Pleasurable

Convenient

Usable

Reliable

Functional (Useful)

Focused on

Experiences(People, Activities, Context)

Focused on

Tasks(Products, Features)

SUBJECTIVE / QUALITATIVE

OBJECTIVE / QUANTIFIABLE

Has personal significance

Memorable experience worth sharing

Super easy to use, works like I think

Can be used without di!culty

Is available and accurate

Works as programmed

THIS IS THE “CHASM” THAT IS REALLY, REALLY HARD FOR ORGANIZATIONS TO CROSS

Page 10: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

Meaningful

Pleasurable

Convenient

Has personal significance

Memorable experience worth sharing

Super easy to use, works like I think

THIS IS THE “CHASM” HARD FO

Page 11: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

Meaningful

Pleasurable

Convenient

Has personal significance

Memorable experience worth sharing

Super easy to use, works like I think

THIS IS THE “CHASM” HARD FO

Less about design as outcome (UI)

More about design features that tap into

human behaviors, beliefs, and motivations

Page 12: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

t o p i c :

Real-world observations about activities, behaviors, and motivations are the BEST source of inspiration for

new social media features.

Page 13: We're Connected, Now What? Turning Real Life Behaviors Into Social Features
Page 14: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

“rewards / levels”

http://headrush.typepad.com/creating_passionate_users/2005/01/crafting_a_user.html

Page 15: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

qwogfn

The best social media features/sites are rooted in natural human behaviors

Page 16: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

Is this going to be a

Presentation?‘DUH!’

Page 17: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

Not only do I think it is an interesting topic, but I think it is the *only* topic. Turning real life behaviors into social features is what this is all about.

Joshua Porter www.bokardo.com

Page 18: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

Why?

These are powerful motivators.

We learn how to do NEW things based on what we already know.

These observations provide a broad platform for product extensions and

business innovation.

Page 19: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

Big Ideas, 2003.

Page 20: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

(c. 2003)

Building A Social Network

Page 21: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

“friendster + craigslist + everyone’s connected”

Page 22: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

“friendster + craigslist + everyone’s connected”

A COMMON (AND RESTRICTIVE)

APPROACH TO PRODUCT DEVELOPMENT

Page 23: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

“friendster + craigslist + everyone’s connected”

A COMMON (AND RESTRICTIVE)

APPROACH TO PRODUCT DEVELOPMENT

we proceeded a bit differently...

Page 24: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

“commotion”http://flickr.com/photos/rinux/155534540/

Page 25: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

“commotion”

Page 26: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

“access: window shopping”http://flickr.com/photos/bjenright/482234869/

Page 27: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

“access: visiting”http://flickr.com/photos/acidcookie/261808430/

Page 28: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

“identity”http://flickr.com/photos/distinguish/98517600/

Page 29: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

“first impressions”

Page 30: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

“self-disclosure”

Page 31: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

http://flickr.com/photos/powerbooktrance/266525506/

http://flickr.com/photos/georgholzer/739686652/

http://flickr.com/photos/joshb/189568624/

“self-expression”

http://flickr.com/photos/m

odern_nomad/13531713

24/

http://flickr.com/photos/janekm/217200767/

http://flickr.com/photos/ksawyer/449093831/

Page 32: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

http://search.creativecommons.org/?q=window+shopping&sourceid=Mozilla-search#

“advertising as non-intrusive”

Page 33: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

http://search.creativecommons.org/?q=window+shopping&sourceid=Mozilla-search#

“advertising as non-intrusive”

Page 34: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

http://flickr.com/photos/thevoicewithin/1276763134/

“advertising as non-intrusive”

Page 35: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

We captured ‘6 Big Ideas’Big Idea #1 Self-Expression as a core part of the brand identity

Big Idea #2 Quality vs Quantity as a differentiated brand attribute

(idea of Link or Network Strength)

Big Idea #3 Advertising as non-intrusive (advertisers get a profile, like everyone else)

Big Idea #4 “Profiles” – not just for individuals

Big Idea #5 Visitors having a large degree of access to the site

(as opposed to a managed tour of the site)

Big Idea #6 “Commotion” related to behavior/high-interest activities

Page 36: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

We captured ‘6 Big Ideas’Big Idea #1 Self-Expression as a core part of the brand identity

Big Idea #2 Quality vs Quantity as a differentiated brand attribute

(idea of Link or Network Strength)

Big Idea #3 Advertising as non-intrusive (advertisers get a profile, like everyone else)

Big Idea #4 “Profiles” – not just for individuals

Big Idea #5 Visitors having a large degree of access to the site

(as opposed to a managed tour of the site)

Big Idea #6 “Commotion” related to behavior/high-interest activities

1. specific enough to keep you focused

Page 37: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

We captured ‘6 Big Ideas’Big Idea #1 Self-Expression as a core part of the brand identity

Big Idea #2 Quality vs Quantity as a differentiated brand attribute

(idea of Link or Network Strength)

Big Idea #3 Advertising as non-intrusive (advertisers get a profile, like everyone else)

Big Idea #4 “Profiles” – not just for individuals

Big Idea #5 Visitors having a large degree of access to the site

(as opposed to a managed tour of the site)

Big Idea #6 “Commotion” related to behavior/high-interest activities

1. specific enough to keep you focused

2. general enough that you could imagine features from these ideas for years to come

Page 38: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

We captured ‘6 Big Ideas’Big Idea #1 Self-Expression as a core part of the brand identity

Big Idea #2 Quality vs Quantity as a differentiated brand attribute

(idea of Link or Network Strength)

Big Idea #3 Advertising as non-intrusive (advertisers get a profile, like everyone else)

Big Idea #4 “Profiles” – not just for individuals

Big Idea #5 Visitors having a large degree of access to the site

(as opposed to a managed tour of the site)

Big Idea #6 “Commotion” related to behavior/high-interest activities

1. specific enough to keep you focused

But more importantly,

2. general enough that you could imagine features from these ideas for years to come

Page 39: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

We captured ‘6 Big Ideas’Big Idea #1 Self-Expression as a core part of the brand identity

Big Idea #2 Quality vs Quantity as a differentiated brand attribute

(idea of Link or Network Strength)

Big Idea #3 Advertising as non-intrusive (advertisers get a profile, like everyone else)

Big Idea #4 “Profiles” – not just for individuals

Big Idea #5 Visitors having a large degree of access to the site

(as opposed to a managed tour of the site)

Big Idea #6 “Commotion” related to behavior/high-interest activities

1. specific enough to keep you focused

3. rooted in real-world human behaviors

But more importantly,

2. general enough that you could imagine features from these ideas for years to come

Page 40: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

We captured ‘6 Big Ideas’Big Idea #1 Self-Expression as a core part of the brand identity

Big Idea #2 Quality vs Quantity as a differentiated brand attribute

(idea of Link or Network Strength)

Big Idea #3 Advertising as non-intrusive (advertisers get a profile, like everyone else)

Big Idea #4 “Profiles” – not just for individuals

Big Idea #5 Visitors having a large degree of access to the site

(as opposed to a managed tour of the site)

Big Idea #6 “Commotion” related to behavior/high-interest activities

1. specific enough to keep you focused

3. rooted in real-world human behaviors

But more importantly,

2. general enough that you could imagine features from these ideas for years to come

4. provided a original vision for the company

Page 41: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

Ideas, realized

Page 42: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

“self-expression”

aesthetic functional

Page 43: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

Which one are you more likely to view? Why?

Page 44: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

“commotion”

Page 45: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

“exclusivity”

Page 46: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

“levels”

Page 47: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

“recognition”

Page 48: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

“recognition”

Page 49: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

“curiosity”

Page 50: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

“narrative”

Page 51: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

“narrative”

Page 52: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

“narrative”

Page 53: We're Connected, Now What? Turning Real Life Behaviors Into Social Features
Page 54: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

“prizes / collections”http://flickr.com/photos/larina/160827981/

Page 55: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

Ideas, PLanned.

Page 56: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

Search Results

Search Input

Typical Search Engine:

Page 57: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

Search Input

Searching with Viewzi

View Mix

Search Results

Search Input

Typical Search Engine:

Page 58: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

Search Input

Searching with Viewzi

View Mix

Search Results

Search Input

Typical Search Engine:

Page 59: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

Search Input

Searching with Viewzi

View Mix

Search Results Results View

Search Input

Typical Search Engine:

Page 60: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

Search Input

Searching with Viewzi

View Mix

Search Results Results View Results View Results View Results View

Search Input

Typical Search Engine:

Page 61: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

serendipity, curiosity, recognition, and more!

Page 62: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

Big Ideas, freefor the taking.

Page 63: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

“network strength”http://flickr.com/photos/elevated/32694938/

Page 64: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

ME FRIEND

Quantity: How many friends do you have?

Quality: Tell me about this relationship?

Page 65: We're Connected, Now What? Turning Real Life Behaviors Into Social Features
Page 66: We're Connected, Now What? Turning Real Life Behaviors Into Social Features
Page 67: We're Connected, Now What? Turning Real Life Behaviors Into Social Features
Page 68: We're Connected, Now What? Turning Real Life Behaviors Into Social Features
Page 70: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

FRIEND

FRIEND

FRIEND

FRIEND

ME

FRIEND

FRIEND

FRIEND

FRIEND

What about...strength of friendship

shared interestslikes/dislikes

frequency of communicationdifferent circles of friends

friends vs followersetc.

Page 71: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

FRIEND

FRIEND

FRIEND

FRIEND

ME

FRIEND

FRIEND

FRIEND

FRIEND

What about...strength of friendship

shared interestslikes/dislikes

frequency of communicationdifferent circles of friends

friends vs followersetc.

How do we cultivate deep friendships online?

Page 72: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

Other ideas, even more vague...

Page 73: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

“serendipity”http://flickr.com/photos/chuckbiscuito/1553684530/

Page 74: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

“social shopping”http://flickr.com/photos/xiaming/79139461/

Page 75: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

play, as a way of making friends?http://flickr.com/photos/christopherl/133532431/

Page 76: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

features based on personality types?

Page 77: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

Full Circle ‘round

Page 78: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

1.Get with your partner.

2.Convert 1 of your identified observations into an online feature...

Small GroupActivity

Page 79: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

Small GroupActivity

Convert 1 of your observations into an idea for a social site or feature

Page 80: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

Now What?

Page 81: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

qwogfn

The best social media features/sites are rooted in natural human behaviors

Page 82: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

5 Sources of Observations:

Page 83: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

human behaviorobservations on

Any books that make

Page 84: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

Children

Page 85: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

Psychology

Bounded Rationality

Buffer effect of Social Support

Bystander effect

- C -

Cannon-Bard Theory of Emotion

Cautious Shift see Risky Shift Phenomenon

Central Route see Elaboration Likelihood Model

Certainty Effect

Charismatic Terms see Ultimate Terms

Choice Shift see Risky Shift Phenomenon

Choice-supportive bias

Choice Theory see Control Theory

Classical Conditioning

Clustering Illusion

Coercion

Cognitive Appraisal Theories of Emotion

Cognitive Dissonance

Cognitive Evalution Theory

Commitment

Communication Accommodation Theory

Compensation

Confirmation Bias

Conjunction Fallacy

Consistency Theory

Constructivism

Contact Hypothesis

Control Theory

http://bokardo.com/archives/psychology-of-social-design-talk/

Page 86: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

‘fish out of water’ movies

(no, seriously!)

Page 87: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

(and of course, observation)

http://flickr.com/photos/saturnism/132805092/

Page 88: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

TAKEAWAY...?

1. Identify the existing activity, behavior, or motivation

2.Ask "is this already being supported in software"?

3. If it is supported, assess how well it is being supported and look for holes.

4. If not supported, ask "Can it be?".

5. If it can, or you think it can, build it.

Thanks, Joshua! www.bokardo.com (Joshua Porter shared these thoughts with me via email)

Page 89: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

Thanks!

Page 90: We're Connected, Now What? Turning Real Life Behaviors Into Social Features

MY PERSONAL SITEME

THE BEST WAY TO REACH ME

Stephen P. Anderson / www.poetpainter.com