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Davide ‘Folletto’ Casali
SOCIAL
EXPERIENCE
DESIGN
UX AUSTRALIA
Designer Startup Advisor
NIGHT.EU
Manifesto Ibridi
m a n i f e s t o i b r i d i . o r g
@Folletto
PERSPECTIVE
A CHANGE OF
Social Networks
?What is a social network?
Social Networks are Complex Systems
Weather
Languages
This room
You
Biosphere
Companies
Entity as Group
Entity as Individual
No simplification BanalizationSimplification
Thanks to Tullio Tinti
UNMANAGEABLE UNUSEFUL
MEADOW’S 12 LEVERAGE POINTS
12. Constants
11. Size of Buffers
10. Material
09. Delays
08. Negative loops
07. Positive loops
06. Information Flows
05. Rules
04. Change & self-organize
03. Goals
02. Mindset & Paradigms
01. Trascend paradigms
Meadows D. (1999) Leverage Points, places to intervene in a system
10
2
8
7
13
11
4
12
5
6
9
13
12. Constants
11. Size of Buffers
10. Material
09. Delays
08. Negative loops
07. Positive loops
06. Information Flows
05. Rules
04. Change & self-organize
03. Goals
02. Mindset & Paradigms
01. Trascend paradigms
10
2
8
7
13
11
4
12
5
6
9
MEADOW’S 12 LEVERAGE POINTS
Meadows D. (1999) Leverage Points, places to intervene in a system
14
12. Constants
11. Size of Buffers
10. Material
09. Delays
08. Negative loops
07. Positive loops
06. Information Flows
05. Rules
04. Change & self-organize
03. Goals
02. Mindset & Paradigms
01. Trascend paradigms
10
2
8
7
13
11
4
12
5
6
9
All
Mgmt
CEO
MEADOW’S 12 LEVERAGE POINTS
Meadows D. (1999) Leverage Points, places to intervene in a system
Data
09. Delays
I have the data.
WHAT NOW?
Jawbone UP
Life tracking
Feedback
06. Information Flows
I have the feedback.
WHAT NOW?
Nest
Learning Thermostat
Loop
09. Positive loops
08. Negative loops
?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)
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.
Dave Gray (2008) 3D: http://www.davegrayinfo.com/2008/03/31/3d-a-model-for-learning-and-improvement/
3D METHOD
do
observe
think
dotL O O P
do
observe
think
dotL O O P
do
observe
think
dotL O O P
Iterative Complex systems
dotL O O Pdo
observe
think
dotL O O Pdo
observe
think
dotL O O P
AGILE PROCESS
MICROINTERACTIONS
Dan Saffer
Identify a
DOT Loop
Think about the latest
social project you did.
Try identifying which
DOT Loop you worked
to enable for the client.
1.
Think
Do
Observe
If the loop breaks...
You’re dead.
Orkut
Facebook
Twitter
Friendster
MySpace
“
”
Bruce Lee
Be water my friend.
SOCIAL
EXPERIENCE
DESIGN
Motivational Design, 2008
Gianandrea GiacomaDavide Casali
“
”
Niccolò Machiavelli
Men in general judge more
from appearances than from reality.
All men have eyes, but few have
the gift of penetration.
“
”
Attributed to
Henry Ford
If I’d asked people what they wanted,
they’d have asked for a faster horse.
Why?
Why
do you need
a faster horse?
There’s an entire world beyond
Maslow’s Pyramid of Needs
Motivations
Behaviours
Perceptions
PROPERTIES
OF THE BODY
Ergonomy
Movement
Biology
PROPERTIES
OF THE MIND
HUMAN BEINGS
INTRINSIC MOTIVATIONS
RELATIONAL MOTIVATIONS
EXTRINSIC MOTIVATIONS
UNDERSTAND
RELATIONAL
MOTIVATIONS
Four Relational Motivations
Competition
A good way to
promote competition
is by comparing the
metrics you want the
users to compete on.
Competition
Social Experience Design @ UX Australia 2013
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
Nike
Find Your Greatness: Jogger
Curiosity
http://dsasec.deviantart.com
A good way to
promote curiosity is by
creating stories,
paths, connecting
content together.
Curiosity
GE
Fly into the Future: Knight Raider
Affection
An good way to
promote affection is
by showing the
human, warm side
and voice.
Affection
Photo by gagilas
Coca Cola
Open Happiness: Hug Me Machine
THEY ACT AT
DIFFERENT LEVELS
1. COMMUNITY
2. BRAND
3. COMPANY
4. INTERACTIONS
COMMUNITY
Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMOND
Facebook
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
Twitter
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
Competition
Excellence
Curiosity
Affection
Relational
Motivations
Given the DOT Loop
from before, try to
identify which
Relational Motivations
are driving its social
dynamics.
2.
remember:
RELATIONS
DESIGN
SOCIAL
USABILITY
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
Social Experience Design @ UX Australia 2013
http://j.mp/su-pdf
DOWNLOAD THE CHECKLIST
Social
Usability
Take the Relational
Motivation you defined
before and think what
kind of social usability
hook it could use.
3.
Relations
Identity
Communication
Emergence of Groups
Relational Motivations
gives direction
Social Usability
open the road
Photo by 49937157@N03
INSIDE & OUTSIDE
Top-down
Vision, goals, strategy, trust
Bottom-up
Operations, feedback, tactics
BE A DOUBLE-PYRAMID SOCIAL BUSINESS
Social Business
Values, products, services
Users
Crowdsourcing, 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
Competition
Excellence
Curiosity
Affection
Think
Do
Observe
Relations
Identity
Communication
Emergence 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

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