Social Experience Design @ Interaction 13
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The document discusses social experience design and relational motivations. It presents Meadow's 12 leverage points model for intervening in complex systems. It then discusses four relational motivations - competition, excellence, curiosity, and affection - and how they act at different levels including community, brand, company, and interactions. The document emphasizes designing for relations, identity, communication, and emergence of groups to drive these motivations. It stresses the importance of a connected, double-pyramid social business model focused on both top-down and bottom-up dynamics.
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Social Experience Design @ Interaction 13
- 1. SOCIAL Davide ‘Folletto’ Casali EXPERIENCE DESIGN
- 2. NIGHT.EU Head of Design Startup Advisor
- 4. @Folletto
- 6. What is a Social Network?
- 7. Social Networks are Complex Systems
- 8. Weather Everyone here Language The person near you
- 9. Entity as Group Entity as Individual
- 10. No simplification Simplification Banalization UNMANAGEABLE UNUSEFUL Thanks to Tullio Tinti
- 11. MEADOW’S 12 LEVERAGE POINTS 12. Constants 11. Buffers 10 8 10. Material 9 09. Delays 2 08. Negative loops 7 3 1 07. Positive loops 6 06. Information 11 4 5 05. Rules 12 04. Change & self-organize 03. Goals 02. Paradigms 01. Trascend paradigms Meadows D. (1999) Leverage Points, places to intervene in a system
- 12. MEADOW’S 12 LEVERAGE POINTS 12. Constants 11. Buffers 10 8 10. Material 9 09. Delays 2 08. Negative loops 7 3 1 07. Positive loops 6 06. Information 11 4 5 05. Rules 12 04. Change & self-organize 03. Goals 02. Paradigms 01. Trascend paradigms Meadows D. (1999) Leverage Points, places to intervene in a system 12
- 13. MEADOW’S 12 LEVERAGE POINTS 12. Constants 11. Buffers 10 8 10. Material 9 09. Delays 08. Negative loops 2 7 All 3 1 07. Positive loops 6 06. Information 4 5 05. Rules 11 Mgmt 12 04. Change & self-organize 03. Goals CEO 02. Paradigms 01. Trascend paradigms Meadows D. (1999) Leverage Points, places to intervene in a system 13
- 14. Data 09. Delays
- 15. I have the data. Now what?
- 18. I have the feedback. And now?
- 20. ? Raise your hand if you know the main steps of the ISO 13407 UCD process
- 21. USER CENTERED DESIGN: ISO 13407 (1999) 6 STEPS, ITERATING Specify the user & organizational requirements Understand & Produce Identify need of user specify the design centered design context of use solutions Evaluate design against requirements System meets specified functional, user & organizational requirements
- 22. 3D METHOD Dave Gray (2008) 3D: http://www.davegrayinfo.com/2008/03/31/3d-a-model-for-learning-and-improvement/
- 23. AGILE METHODS
- 24. DIFFERENT APPROACHES? IDEO Inspiration Ideation Implementation XPLANE Discover Concept Design Do CHESKIN Envision Explore Create Inspire Express CONIFER Research Catalog Synthesis Insights COOPER Research Modeling, Scenarios Framework Design Communicate FROG Discover Design Deliver FITCH Discover Define Design Do N MELVILLE Explore Discover Concept & Design Implement & Assess Stephanie Gioia (2011) http://www.visualmba.info.
- 25. “ 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. Jared Spool ”
- 26. observe dot LOOP do think
- 27. observe observe dot LOOP dot LOOP do think do think Iterative Complex systems
- 28. observe dot observe dot dot LOOP LOOP do think do LOOP think
- 29. 1. Identify a DOT Loop Think about the latest social project you did. Do Try identifying which Observe DOT Loop you worked Think to enable for the client.
- 30. If the loop breaks... You’re dead.
- 32. Keep adapting.
- 33. “ Be water my friend. Bruce Lee ”
- 35. Motivational Design Davide Casali Gianandrea Giacoma
- 36. Motivations Behaviours PROPERTIES OF THE MIND Perceptions HUMAN BEINGS Ergonomy Movement PROPERTIES OF THE BODY Biology
- 37. “ Men in general judge more from appearances than from reality. All men have eyes, but few have the gift of penetration. Niccolò Machiavelli ”
- 40. Competition
- 41. Competition A good way to promote competition is by comparing the metrics you want the users to compete on.
- 42. Excellence
- 43. Excellence A good way to promote excellence is to show the user successes and activities to the world. http://makes--me--wonder.deviantart.com
- 44. Curiosity
- 45. Curiosity A good way to promote curiosity is by creating stories, paths, connecting content together. http://dsasec.deviantart.com
- 46. Affection
- 47. Affection An good way to promote affection is by showing the human, warm side and voice. Photo by gagilas
- 48. THEY ACT AT DIFFERENT LEVELS 1. COMMUNITY 2. BRAND 3. COMPANY 4. INTERACTIONS
- 49. COMMUNITY
- 50. MOTIVATIONAL DIAMOND Facebook Competition Affection Excellence Curiosity
- 51. MOTIVATIONAL DIAMOND Facebook with Games Competition Affection Excellence Curiosity
- 52. MOTIVATIONAL DIAMOND DeviantArt Competition Affection Excellence Curiosity
- 53. MOTIVATIONAL DIAMOND MySpace Competition Affection Excellence Curiosity
- 54. MOTIVATIONAL DIAMOND Twitter Competition Affection Excellence Curiosity
- 55. BRAND
- 56. MOTIVATIONAL DIAMOND Red Bull Competition Affection Excellence Curiosity
- 57. MOTIVATIONAL DIAMOND Nike Competition Affection Excellence Curiosity
- 58. MOTIVATIONAL DIAMOND Coca Cola Competition Affection Excellence Curiosity
- 59. MOTIVATIONAL DIAMOND Nokia, as brand Competition Affection Excellence Curiosity
- 60. COMPANY
- 61. MOTIVATIONAL DIAMOND Bank of England Competition Affection Excellence Curiosity
- 62. MOTIVATIONAL DIAMOND RSA Competition Affection Excellence Curiosity
- 63. MOTIVATIONAL DIAMOND Nokia Competition Affection Excellence Curiosity
- 64. 2. Relational Motivations Given the DOT Loop from before, try to identify which Competition Relational Motivations Excellence are driving its social Curiosity dynamics. Affection
- 67. RELATIONS
- 69. RELATIONS COMMUNICATION IDENTITY
- 71. 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.
- 72. 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.
- 73. 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.
- 74. 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.
- 75. 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.
- 76. COMMUNICATION Another strong element of Twitter is its focus on communication, in particular broadcast communication. This works on the Curiosity motivation.
- 77. 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.
- 78. 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.
- 79. 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.
- 80. EMERGENCE OF GROUPS Facebook has introduced a very interesting feature as well: dynamic groups. This works on the Affection motivation.
- 84. 3. Social Usability Take the Relational Motivation you defined Relations before and think what Identity kind of social usability Communication hook it could use. Emergence of Groups
- 85. Social Usability open the road Relational Motivations gives direction Photo by 49937157@N03
- 86. INSIDE & OUTSIDE
- 87. BE A DOUBLE-PYRAMID SOCIAL BUSINESS Top-down Vision, goals, strategy, trust Bottom-up Operations, feedback, tactics
- 88. BE A DOUBLE-DOUBLE-PYRAMID SOCIAL BUSINESS Social Business Values, products, services Users Crowdsourcing, WoM, etc
- 89. “ We really think of the Zappos brand as about great service, and we just happen to sell shoes. Tony Hsieh ”
- 90. YOU CAN’T FAKE.
- 92. Do Competition Relations Observe Excellence Identity Think Curiosity Communication Affection Emergence of Groups
- 93. “ To complicate is easy, to simplify is hard. To complicate, just add, everyone is able to complicate. Few are able to simplify. Bruno Munari ”