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This is the in-depth presentation I did at Interaction 13 in Toronto. It gives first an approach grounded in the theory of complexity and then expands on the two fundamentals to design social experiences.
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Davide ‘Folletto’ Casali
SOCIALEXPERIENCEDESIGN
Head of Design Startup Advisor
NIGHT.EU
Manifesto Ibridima n i f e s t o i b r i d i . o r g
@Folletto
PER
SPEC
TIVEA CHANGE OF
What is a Social Network?
Social Networks are Complex Systems
Weather
Language
Everyone here
The person near you
Entity as Individual
Entity as Group
No simplification BanalizationSimplification
Thanks to Tullio Tinti
UNMANAGEABLE UNUSEFUL
MEADOW’S 12 LEVERAGE POINTS
12. Constants11. Buffers10. Material09. Delays08. Negative loops07. Positive loops06. Information05. Rules04. Change & self-organize03. Goals02. Paradigms01. Trascend paradigms
Meadows D. (1999) Leverage Points, places to intervene in a system
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12. Constants11. Buffers10. Material09. Delays08. Negative loops07. Positive loops06. Information05. Rules04. Change & self-organize03. Goals02. Paradigms01. Trascend paradigms
10
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11 4
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MEADOW’S 12 LEVERAGE POINTS
Meadows D. (1999) Leverage Points, places to intervene in a system
13
12. Constants11. Buffers10. Material09. Delays08. Negative loops07. Positive loops06. Information05. Rules04. Change & self-organize03. Goals02. Paradigms01. Trascend paradigms
10
2
8
713
11 4
12
56
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All
MgmtCEO
MEADOW’S 12 LEVERAGE POINTS
Meadows D. (1999) Leverage Points, places to intervene in a system
Data
09. Delays
I have the data.Now what?
Feedback
06. Information
Jawbone UPLife tracking
I have the feedback.And now?
NestLearning Thermostat
? Raise your hand if you know the main steps of the ISO 13407 UCD process
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
USER CENTERED DESIGN: ISO 13407 (1999)
Dave Gray (2008) 3D: http://www.davegrayinfo.com/2008/03/31/3d-a-model-for-learning-and-improvement/
3D METHOD
AGILE METHODS
Stephanie Gioia (2011) http://www.visualmba.info.
XPLANE Discover Concept DoDesign
CHESKIN Envision Explore InspireCreate Express
CONIFER Research Catalog Synthesis Insights
COOPER Research Modeling, Scenarios DesignFramework Communicate
IDEO Inspiration Ideation Implementation
FROG Discover Design Deliver
FITCH Discover Define DoDesign
N MELVILLE Explore Discover Implement & AssessConcept & Design
DIFFERENT APPROACHES?
“
”Jared Spool
The great teams never talked about process.If you’re getting something,
you’ve got some kind of process.When you formalize that process, that’s a methodology.
When that hardens, you’ve got a dogma.
do
observe
think
dotL OOP
do
observe
think
dotL OOP
do
observe
think
dotL OOP
Iterative Complex systems
do
observe
think
dotL OOPdo
observe
think
dotL OOP
do
observe
think
dotL OOP
Identify aDOT Loop
Think about the latest social project you did.
Try identifying which DOT Loop you worked to enable for the client.
1.
Think
DoObserve
If the loop breaks...You’re dead.
Orkut
Friendster
MySpace
Keep adapting.
“”Bruce Lee
Be water my friend.
SOCIALEXPERIENCEDESIGN
Motivational Design
Gianandrea GiacomaDavide Casali
Motivations
Behaviours
Perceptions
PROPERTIESOF THE BODY
Ergonomy
Movement
Biology
PROPERTIESOF THE MIND
HUMAN BEINGS
“
”Niccolò Machiavelli
Men in general judge more from appearances than from reality.
All men have eyes, but few have the gift of penetration.
UNDERSTANDRELATIONALMOTIVATIONS
Four Relational Motivations
Competition
A good way to promote competition is by comparing the metrics you want the users to compete on.
Competition
Excellence
http://makes--me--wonder.deviantart.com
A good way to promote excellence is to show the user successes and activities to the world.
Excellence
Curiosity
http://dsasec.deviantart.com
A good way to promote curiosity is by creating stories, paths, connecting content together.
Curiosity
Affection
An good way to promote affection is by showing the human, warm side and voice.
Affection
Photo by gagilas
THEY ACT AT DIFFERENT LEVELS
1. COMMUNITY2. BRAND3. COMPANY4. INTERACTIONS
COMMUNITY
Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMOND
Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMOND
Facebook with Games
Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMOND
DeviantArt
Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMOND
MySpace
Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMOND
BRAND
Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMOND
Red Bull
Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMOND
Nike
Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMOND
Coca Cola
Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMOND
Nokia, as brand
COMPANY
Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMOND
Bank of England
Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMOND
RSA
Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMOND
Nokia
CompetitionExcellenceCuriosityAffection
RelationalMotivations
Given the DOT Loop from before, try to identify which Relational Motivations are driving its social dynamics.
2.
Remember:RELATIONS
DESIGNSOCIALUSABILITY
RELATIONS
IDENTITY
RELATIONS
IDENTITY
RELATIONS
COMMUNICATION
EMERGENCE OF GROUPS
RELATIONS
In Friendfeed there’s an excellent feature that shows you the messages where your friend answered or liked.
This works on the Curiosity motivation.
RELATIONS
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.
IDENTITY
Might be surprising, but the old 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.
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.
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.
COMMUNICATION
Another strong element of Twitter is its focus on communication, in particular broadcast communication.
This works on the Curiosity motivation.
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.
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.
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.
EMERGENCE OF GROUPS
Facebook has introduced a very interesting feature as well: dynamic groups.
This works on the Affection motivation.
Photo by iz4aks
RICE
SocialUsability
Take the Relational Motivation you defined before and think what kind of social usability hook it could use.
3.
RelationsIdentityCommunicationEmergence of Groups
Relational Motivationsgives direction
Social Usabilityopen the road
Photo by 49937157@N03
INSIDE & OUTSIDE
Top-downVision, goals, strategy, trust
Bottom-upOperations, feedback, tactics
BE A DOUBLE-PYRAMID SOCIAL BUSINESS
Social BusinessValues, products, services
UsersCrowdsourcing, WoM, etc
BE A DOUBLE-DOUBLE-PYRAMID SOCIAL BUSINESS
We really think of the Zappos brand as
about great service, and we just happen to
sell shoes.
“
”Tony Hsieh
YOU CAN’T FAKE.
A CONNECTED COMPANY
CompetitionExcellenceCuriosityAffection
Think
DoObserve
RelationsIdentityCommunicationEmergence of Groups
“
”Bruno Munari
To complicate is easy, to simplify is hard.To complicate, just add,
everyone is able to complicate.Few are able to simplify.
Thanks.
@Folletto
