designing for community

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talk from Web 2.0 Expo, Sep 17th, 2008

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  • Design for Community There are no lasting technical solutions to social problems
  • A About Me I live in Newburyport, MA, USA with my wife and 2 year old Ive been designing web sites for 10 years. I worked at User Interface Engineering for 5 years. I started Bokardo Design in August, 2007. I blog at bokardo.com http://bokardo.com http://twitter/bokardo Currently: http://delicious.com/bokardo Interface Designer/UX guy, chi.mp http://chi.mp
  • Outline for today 1. What is community? 2. Growing your community 3. Designing for reputation 4. Dealing with hiccups 5. Cultivating passion
  • What is community? 1
  • Online community is a forced move, resulting from the inecient ecology of the Industrial Revolution http://www. ickr.com/photos/leecullivan/2144789039/
  • Consider: 1. We rarely meet the people we do business with face-to-face. 2. We purchase increasingly specialized goods. 3. Our neighbors are less likely to have the same goods. 4. We still need to learn how to use the specialized goods. 5. The way to access information about the product is online. 6. When you cant talk to someone directly, support is much more dicult. 7. Software that connects product users and lets them help each other is the most ecient way out.
  • The message will get out. http://www. ickr.com/photos/rocketraccoon/227241974/
  • Community is: (n) a group of people living together in one place (n) a group of people having a particular characteristic in common (religion, race, profession, interest)
  • sharing knowledge gaming eating listening to music knitting treating disease watching movies shopping sharing photos sharing medical info bid/sell on auctions creating t-shirts handmade goods reading stories taking care of dogs twittering (whatever that is)
  • Thesis Community is not a feature of software. When you support an activity, when you make people better at that activity, by either supporting them directly or helping them support each other, then you gain the opportunity for that group of people to call themselves a community.
  • 3 Types of Conversation Company / Person Person / Person Person / Person within community outside community
  • Talking points 1. Software doesnt make communities, people do. 2. You dont create communities, you cultivate them. 3. You probably have a community whether you know it or not. 4. Communities change over time; they grow and evolve. 5. Communities need to be managed. 6. Communities form around activities, not necessarily software. 7. You cant own a community. 8. Not everyone gets along in a community. 9. Community is more than support, its about getting better
  • Bene ts - Usage Lifecycle http://headrush.typepad.com/creating_passionate_users/2007/03/user_community_.html
  • Bene ts - ROI http://headrush.typepad.com/creating_passionate_users/2007/03/user_community_.html
  • Growing your Community 2
  • What features to add? Short answer: Model the interactions that already exist. Longer answer: Start with the activity youre supporting. Watch how people currently do it. How do they interact with you/each other? What problems do they have? How do they currently solve them? Who do they communicate with? Ask: How can we model this in software?
  • The AOF Method 1. Choose an ACTIVITY (you probably already have one) 2. Find out what OBJECTS people use within that activity 3. Find out what people do with those objects (VERBS) 4. Those verbs become features.
  • Social Features When the verbs involve more than one person
  • Product Ratings Add to Wish/Registry Lists Share your own Product Images Tell a friend People who viewed this...buy this Submit a Product Manual Amazon sales rank (social proof ) Customers who bought this also bought... Help others nd this item Tag this item Rate this item Customer Reviews Customer Discussions Osite Reviews Listmania So youd like to... AMAZON Product Page Social Features
  • Build Outward 1. Start with people you know (friends or current customers) 2. Get them up to speed 3. Let them bring their friends/family/colleagues into the fold 4. Get those people up to speed 5. Let them bring their friends/family/colleagues into the fold 6. Rinse and repeat
  • The Community Manager What a community manager does and what theyre responsible for.
  • This isnt altruism or social activism; its just giving people a break. Pretty much all the world religions tell us one moral value is to help others if you can. I feel that customer service, even when you get paid for it, is an expression of that value, an everyday form of compassion. Craig Newmark Founder, Craigslist
  • The Community Manager 1. Responsible for the morale of the community. 2. Responsible for greeting new members and getting them up to speed. 3. Responsible for handling incoming complaints, compliments, & feedback. 4. Responsible for advocating for users with the rest of the team. 5. Responsible for watching for and identifying trends in use. 6. Responsible for keeping the peace. 7. Responsible for enforcing the rules for participation. 8. Responsible for evangelizing the software and the community. 9. Responsible for growing support documentation.
  • Trend nder Feedback, comments, surveys, metrics, etc. tells team members Trends? Support Docs FAQS Support Emails Welcome Letters Interfaces
  • Flickrs 10 keys to community management 1. Engage: Dont just listen to your community. Engage 2. Enforce: Let the community help set standards and policies for appropriate behavior- then enforce them 3. Take Responsibility: Fess up immediately when you make mistakes 4. Step Back: Dont be afraid to step back and let your customers take over 5. Give Freely: Never underestimate the allure of a free T-shirt (or sticker, or button) 6. Be Patient: Take knee-jerk reactions with a grain of salt 7. Hire Fans: Make sure your employees are as passionate about your product as your communitys most die-hard fans 8. Stay Calm: Develop a thick skin 9. Focus: Be exible but dont lose sight of your priorities 10. Be Visible: Stay human Whats missing? http://images.businessweek.com/ss/07/09/0914_ ickr/index_01.htm
  • Designing for Reputation 3
  • Harriet Klausner #1 Reviewer on Amazon.com
  • http://bokardo.com/archives/is-harriet-klausner-for-real/
  • Harriet Klausner #1 Reviewer on Amazon Reviewing books since 2000 17,125 reviews as of Sep 08 Reads and reviews an average of 5.56 books per day Gets special treatment: Talks to hundreds of authors who want her to read their book Wall Street Journal write-up: http://www.opinionjournal.com/la/?id=110006483 Time write-up: http://www.time.com/time/magazine/article/0,9171,1570726,00.html
  • Helpful Votes/ Rank Reviewer Total Reviews Helpful Votes Review 1 Harriet Klausner 14959 92448 6.18 2 Lawrence Bernabo 6666 94069 14.11 3 Don Mitchell 3235 57539 17.78 4 Gail Cooke 4190 35883 8.56 5 Rebecca Johnson 4062 42531 10.47
  • Total Reviews Helpful Votes
  • Total Reviews Helpful Votes
  • Your reputation is equal to the sum of your past actions within (a) community. Bryce Glass, interaction design lead for Yahoo Reputation Platform I did an interview with Bryce on reputation systems: http://bokardo.com/archives/social-design-patterns-for-reputation-systems-one/
  • The Pro le must t the domain.
  • Community- speci c Identity
  • Multiple Indicators
  • What you expose