Social Design Principles

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A set of design principles for creating social experiences.

Text of Social Design Principles

  • A SET OF PRINCIPLESFOR DESIGNINGSOCIAL EXPERIENCES@PADDAY PAUL ADAMSUX LONDON APRIL 2013
  • Social Design matters to a! of usbecause the internet is changing.It is evolving "om being builtaround content linked to content,to content organised and ltered bypeoples interests and relationships.
  • FriendsInterestsFriends InterestsWere moving "om this... To this...
  • EVERYTHINGPERSONALISED+ CONNECTED.EVERYWHERE.
  • Social DesignThe design of products + servicesthat help people communicatewith one another, and understandeach others opinions.
  • 1. NETWORKS2. IDENTITY3. CONNECTEDNESS4. COMMUNICATION
  • NETWORKS
  • PEOPLE LIVEIN NETWORKS.
  • Many design projects consider people as independentactors, interacting with a user interface. So ca!edhuman-computer interaction.But people are not independent. We a! live in complexsystems where our behaviour, attitudes and perceptionsare continua!y shaped by other people around us.People live in networks. We are almost always designinghuman-human interaction. HCI interfaces are o$en ameans to an end.
  • BUYING A FLIGHT?
  • OR GOING AWAYWITH FRIENDS?
  • Our social networks are complex and scaleexponentia!y. We cant comprehend thecomplexity so we a! live in an invisiblenetwork of "iends and "iends of "iends.Our invisible network can dramatica!ychange our behaviour.
  • You and your ve closest "iends.
  • You and your ve closest "iends.Plus one of your "iends "iends.
  • You and your ve closest "iends.Plus two of your "iends "iends.
  • You and your ve closest "iends.Plus three of your "iends "iends.
  • You and your ve closest "iends.Plus four of your "iends "iends.
  • You and your ve closest "iends.Plus ve of your "iends "iends.
  • You and your ten closest "iends.And their "iends.
  • You and your twenty closest "iends.And their "iends.
  • So people live in networks ofincredible complexity.However, these networks have clearpatterns, and understanding thosepatterns leads to lots of opportunity.More on that a bit later.
  • DESIGN SYSTEMS,NOT DESTINATIONS.
  • If the web is being rebuilt around people, and people livein networks, then it becomes very clear that we need todesign systems, not destinations.Just as an architect must understand how their newbuilding wi! impact the surrounding landscape, andhow that landscape wi! shape the use of the building,we must understand the network in which what wecreate wi! live. This means understanding a! thecomponents, the relationships between the components,and the ways in which they wi! impact each other.
  • FACEBOOK ISNOT A WEBSITE.
  • NEWSFEEDSTORY"fb:app_id""og:type""og:title""og:image""og:description"OPEN GRAPHTIMELINENOTIFICATIONS CANVASPAGEMESSAGESGROUPSlog-in with fbplug-insAPIsSDKsPLATFORMFACEBOOK ISAN ECO-SYSTEM.*and this diagram is only a sma! part of that eco-system
  • NEWSFEEDSTORY"fb:app_id""og:type""og:title""og:image""og:description"OPEN GRAPHTIMELINENOTIFICATIONS CANVASPAGEMESSAGESGROUPSlog-in with fbplug-insAPIsSDKsPLATFORM*and this diagram is only a sma! part of that eco-system
  • So it is clear that designingdestinations (to drive trac to) isbecoming redundant. The bestdesigners wi! design systems, and todo that successfu!y they wi! studyhow people interact with one another.
  • Social interaction has been studied by academics sincerecords began. Its complex, and easy to get lost in thedetails. But we care mostly about shipping greatproducts and services rather than academicthoroughness. So we need to:- Simplify the complexity into three areas.- Look at key research in those areas.- Generate design principles to inform development.- Build and ship something to test if it works.
  • THREE AREAS OF SOCIAL DESIGNIDENTITYHow we control how others perceive us.CONNECTEDNESSA! the people were connected to and how we feel about a! those people.COMMUNICATIONWhy we talk to people were connected to, what we talk about.
  • IDENTITY
  • How we control how othersperceive us...and how theyperceive us despite ourattempts at control...
  • We have a personal identity anda social identity.Therefore design for either personalor social identity.Our personal identity helps us feel unique. Yet this dierentiation isoften illusory, as many people distinguish themselves similarly. Wecan feel unique while objectively looking very similar to others.Our social identity helps us feel the same as others. It is our identitythat is shaped by the world around us. It helps us connect to othersbased on feelings of sameness.Our identity is shaped not just by what we say and do, but also bywhat our connections say and do. They write on our Facebookwalls; their behavior is apparent when beside us in photos. Ourconnections also say things about us, which shapes our identity inthe eyes of others.When people observe us, and judge our identity, they also look atthe people we spend time with, their behavior, and theenvironments we inhabit together.Therefore......when designing, consider both personal or social identity. Itsusually best to optimize an experience for one of personal or socialidentity. Its possible to incorporate both into one experience butthe best way to do so successfully is to consider eachindependently rst.Facebook Timeline is primarily about personal identity.
  • Our identity is shaped by thecommunities we grow up in.Therefore inuence social norms bybuilding on existing communitybehavior.How we see ourselves, and how we wish to represent ourselves toothers, is shaped by years of life experiences, by the cultures andcommunities we grew up in, and by the people we surroundourselves with every day.Our values were transmitted from our family, community, church,profession, society, country, and so on, and are continually renedby the people we spend time with and the environments we spendtime in. We use everyday conversation to continually shape andrene our identity, which in turn inuences how we act.Were not born into a neutral environment. Were born into aspecic culture, a set of habits and rituals, attitudes and beliefs,that guide how we behave. We learn these unwritten rules fromobserving the behavior of people around us and their reactions toour behavior. Culture is an emergent system. It forms from thecommon actions and behaviors of many people who are reacting toother peoples behavior.Therefore......inuence social norms by building on existingcommunity behavior.My Timeline during the Euro 2012 footba! competition.I am Irish and it profoundly impacts how I see the world.
  • We remain consistent with pastbehavior.Therefore design new experiences tot with pre-existing beliefs.Once we decide something, we tend to stick to that decision, evenwhen faced with overwhelming evidence to the contrary. This is truefor things we say, things we write down, and things we do. Thiseect is greatest when other people see us act.Even if the decision turns out not to be in our best interests, we stillstick with that decision to be consistent with our past decisions.When we receive new information, we analyze and store it in waysthat reinforce what we already think.We may act one way with one group, forcing us to act consistentlywhen with them in the future, whereas we may act dierently withanother group. These subtle dierences in behavior with ourdierent groups lead to awkward interactions when these groupscome together, for example, at weddings and birthday parties.Therefore......because of our desire for consistency with past actions, we aremore open to ideas when they t with our pre-existing beliefs. Itmakes it easier for us to accept the new idea....understanding your consumers beliefs is also important fordetermining what they will share. Content that ts their beliefs andpast behavior is much more likely to be shared than content thatconicts with their past behavior.The things I have liked in the past wi! inform what I do in the future.