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This talk briefly covers usability and the user experience and then discusses posting to social media in a way that is consistent with how people use it.
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The User Experience of Social Media
Jen Romano Bergstrom November 2012 Guest lecture at Howard University
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What is Usability?
“the extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency, and satisfaction in a specified context of use.” ISO 9241-11
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Usability vs. User Experience (UX)?
The 5 Es to Understanding Users (W. Quesenbery): http://www.wqusability.com/articles/getting-started.html User Experience Design (P. Morville): http://semanticstudios.com/publications/semantics/000029.php
Whitney’s 5 Es of Usability Peter’s User Experience Honeycomb
4 Krug, S. Don’t Make Me Think
What People do on the Web
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Mental models and repeating behaviors
x
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Mental models and repeating behaviors
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Measuring the UX
• How does it work for the end user?
• What does the user expect?
• How does it make the user feel?
“the extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency, and satisfaction in a specified context of use.” ISO 9241-11 + emotions
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What to measure
OBSERVATIONAL + Ethnography
+ Time to complete task + Reaction time
+ Selection/click behavior + Ability to complete tasks
+ Accuracy
IMPLICIT + Facial expression analysis
+ Eye tracking + Electrodermal activity (EDA)
+ Behavioral analysis + Linguistic analysis of verbalizations
+ Implicit associations + Pupil dilation
EXPLICIT + Post-task satisfaction
questionnaires + In-session difficulty ratings
+ Verbal responses + Moderator follow up + Real-time +/- dial
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Social Media “Internet communications where more than one user can publish/post information within a community of users” • Allows for many different organization and/or user goals to exist • Does not assume specific goals, such as building relationships or
demonstrating authenticity • The first portion of the definition, “Internet communications where more
than one user,” focuses on the concept of interaction, which can vary in intensity from consumer to creator to exchanger.
• The second portion, “publish/post information within a community of users,” implies that there is a public or semi-public (depending on security settings) aspect of social media.
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UX of Social Media “the extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency, and satisfaction in a specified context of use.” ISO 9241-11 + emotions
• What do users come to social media for?
• How is this different from traditional websites?
• How does it work for the end user?
• What does the user expect?
• How does it make the user feel?
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Burridge, L. (forthcoming). The User Experience of Social Media. In Romano Bergstrom, J. & Schall, A. (Eds). Eye Tracking in User Experience Design.
Social Media • By 2012, Facebook had 1 billion members worldwide, and
social media sites were making a big impact socially, politically and economically across the world.
• High levels of emotional engagement • User behavior is different from websites • Design constraints
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Social Media • Peer to peer marketing – Social buttons to users can share
• Saturate social media to avoid negative comments overtaking presence – Respond quickly
• Post emotional things – Make people laugh, cry, etc.
• Goal is not to make sales – Build brand awareness – Capture attention – Publish interesting content
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Luchman, J., Romano Bergstrom, J. & Krulikowski, C. (under review). A Motives Framework of Social Media Website Use: A Survey of Young Americans.
Social Media Framework I • Problems: Other frameworks were based on the intent of
the site, not on the end user’s perspective • Methods: Focus groups, background research, survey
(1,686) to youth from prior survey How often do you use [SM site] to _____ ?
5-point Likert-type scale: None (i.e., I only read anonymously) to A Great Deal (i.e., I share most information about myself). • Find out more about something or
someone • Find places to eat or services to use • Get better at doing something • Have fun
• Laugh • Post about fun things you are doing • See/hear something entertaining • Give updates about major events in
your life • Give updates throughout the day • Share ideas/information with peers to
advance a topic • Teach others about something you
have learned • Work together toward a shared goal.
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Luchman, J., Romano Bergstrom, J. & Krulikowski, C. (under review). A Motives Framework of Social Media Website Use: A Survey of Young Americans.
Social Media Framework II The following SM sites or SM clusters were evaluated: • Blogs • Discussion Boards/Forums • Facebook • Flickr • Foursquare • Google Places • Google+ • Instagram • LinkedIn • Myspace • Pinterest • Social News Sites (e.g., Reddit, Digg, etc.) • Second Life
• Second Life • Tumblr • Twitter • Wikipedia • Massively Multiplayer Online Role
Playing Games (MMORPGs; e.g., World of Warcraft, RuneScape, etc.)
• Social Rater Sites (e.g., Yelp, Rate My Professors, etc.)
• YouTube
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Social Media Framework: Users’ expectations
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The UX of Facebook • How can businesses engage users on Facebook?
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The UX of Facebook: Coca Cola
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The UX of Facebook
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The UX of Facebook
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The UX of Facebook
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The UX of Facebook
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Ads on Facebook: users’ mental model
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Ads on Facebook: users’ mental model
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http://www.marketingprofs.com/charts/2013/11885/do-tweets-with-hashtags-quotes-and-images-get-more-retweets
The UX of Twitter • Analytics data • Links in tweets get more clicks when in the middle or
beginning of tweets • Ask people to do things – “Please ReTweet” > “Please RT” > none – Leave room for people to RT
• Respond to negative tweets • Other social media now have Twitter-like functionality
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http://danzarrella.com/new-data-tweets-between-100-and-115-characters-are-more-likely-to-be-retweeted.html?utm_source=hs_email&utm_medium=email&utm_campaign=blog-emails&utm_content=10607388&_hsmi=10607388&_hsenc=p2ANqtz-_fXBW8t0TlwBcrKYxFUja-D-ugZA1eS3BFjZr3MP86BaOYytWQO3c1VEZnEJEbrqW2e8d9ByrcAP4ds9pO-eWbNXDw4g#
Twitter UX: Tweet length
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Better UX means… • Higher user satisfaction – Repeat visits – Recommendations to others – Increased engagement
• User-centered design – From the end users’ perspective
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Harnessing the UX of Social Media • Cross post – Write a blog post – Tweet about it (and link) – Post to Facebook (and link) – Read the press release and post to YouTube
• Peer to peer: Users will do the same