go with the flow :: web visions 2010, may20
DESCRIPTION
Go With the Flow talk given May 20, 2010. Covers user flows for engagement and onboarding and bridging real life.TRANSCRIPT
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Go With The Flow
Designing Social Experiences
erin malone :: web visions 2010
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A little about me: erin malone
@emalone
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A little about me: erin malone
@emalone
![Page 4: Go With the Flow :: Web Visions 2010, May20](https://reader034.vdocument.in/reader034/viewer/2022042714/54c7ec9d4a7959a7608b4569/html5/thumbnails/4.jpg)
A little about me: erin malone
@emalone
![Page 5: Go With the Flow :: Web Visions 2010, May20](https://reader034.vdocument.in/reader034/viewer/2022042714/54c7ec9d4a7959a7608b4569/html5/thumbnails/5.jpg)
Agenda
Engaging & Onboarding
Bridging Real Life
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flow: To move or run smoothly with unbroken continuity, as in the manner characteristic of a fluid.
To exhibit a smooth or graceful continuity
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Engaging & Onboarding
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The new user spiral
Initial Exposure
Education“The Sell”
Registration
Onboarding
First TimeUser Experience
Second TimeUser Experience
Third TimeUser Experience
The PassionateUser
Viral SpreadInitial Exposure
Registration
Education“The Sell”
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The Usage Lifecycle
diagram Joshua PorterDesigning the Social Web bokardo.com
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First Awareness
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Awareness
News articles,facebook and twittershares
Directinvitation
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Optimizing email invitations
Good: Uses full name for better recognition
Bad: Erin who?
Good: Uses name in From
Bad: From is a company,could be !ltered as SPAM
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Optimizing email invitations
Good: Uses name in From
Good: Uses photos to show familiarity and that this is not from a stranger
Good: Large call to action button
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Education“The Sell”
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Homepage - try before you buy
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Homepage with large call to action
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Anatomy of a Landing Page
Far far away, behind the word mountains, far from the countries Vokalia and
Header
Awesome
feature highlight
could rotate or be different for
different users
Sign In
Call to Action
Take a Tour
Secondary cool
feature
Feature Grid
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Footer
Call to Action
Far far away, behind the word mountains, far from the countries Vokalia and
Far far away, behind the word mountains, far from the countries Vokalia and
Main feature points
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Anatomy of a Landing Page
Far far away, behind the word mountains, far from the countries Vokalia and
Header
Awesome
feature highlight
could rotate or be different for
different users
Sign In
Call to Action
Take a Tour
Secondary cool
feature
Feature Grid
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Footer
Call to Action
Far far away, behind the word mountains, far from the countries Vokalia and
Far far away, behind the word mountains, far from the countries Vokalia and
Main feature points
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Anatomy of a Landing Page
Far far away, behind the word mountains, far from the countries Vokalia and
Header
Awesome
feature highlight
could rotate or be different for
different users
Sign In
Call to Action
Take a Tour
Secondary cool
feature
Feature Grid
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Footer
Call to Action
Far far away, behind the word mountains, far from the countries Vokalia and
Far far away, behind the word mountains, far from the countries Vokalia and
Main feature points
![Page 20: Go With the Flow :: Web Visions 2010, May20](https://reader034.vdocument.in/reader034/viewer/2022042714/54c7ec9d4a7959a7608b4569/html5/thumbnails/20.jpg)
Anatomy of a Landing Page
Far far away, behind the word mountains, far from the countries Vokalia and
Header
Awesome
feature highlight
could rotate or be different for
different users
Sign In
Call to Action
Take a Tour
Secondary cool
feature
Feature Grid
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Footer
Call to Action
Far far away, behind the word mountains, far from the countries Vokalia and
Far far away, behind the word mountains, far from the countries Vokalia and
Main feature points
![Page 21: Go With the Flow :: Web Visions 2010, May20](https://reader034.vdocument.in/reader034/viewer/2022042714/54c7ec9d4a7959a7608b4569/html5/thumbnails/21.jpg)
Anatomy of a Landing Page
Far far away, behind the word mountains, far from the countries Vokalia and
Header
Awesome
feature highlight
could rotate or be different for
different users
Sign In
Call to Action
Take a Tour
Secondary cool
feature
Feature Grid
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Footer
Call to Action
Far far away, behind the word mountains, far from the countries Vokalia and
Far far away, behind the word mountains, far from the countries Vokalia and
Main feature points
![Page 22: Go With the Flow :: Web Visions 2010, May20](https://reader034.vdocument.in/reader034/viewer/2022042714/54c7ec9d4a7959a7608b4569/html5/thumbnails/22.jpg)
Anatomy of a Landing Page
Far far away, behind the word mountains, far from the countries Vokalia and
Header
Awesome
feature highlight
could rotate or be different for
different users
Sign In
Call to Action
Take a Tour
Secondary cool
feature
Feature Grid
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Footer
Call to Action
Far far away, behind the word mountains, far from the countries Vokalia and
Far far away, behind the word mountains, far from the countries Vokalia and
Main feature points
![Page 23: Go With the Flow :: Web Visions 2010, May20](https://reader034.vdocument.in/reader034/viewer/2022042714/54c7ec9d4a7959a7608b4569/html5/thumbnails/23.jpg)
Anatomy of a Landing Page
Far far away, behind the word mountains, far from the countries Vokalia and
Header
Awesome
feature highlight
could rotate or be different for
different users
Sign In
Call to Action
Take a Tour
Secondary cool
feature
Feature Grid
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Footer
Call to Action
Far far away, behind the word mountains, far from the countries Vokalia and
Far far away, behind the word mountains, far from the countries Vokalia and
Main feature points
![Page 24: Go With the Flow :: Web Visions 2010, May20](https://reader034.vdocument.in/reader034/viewer/2022042714/54c7ec9d4a7959a7608b4569/html5/thumbnails/24.jpg)
Anatomy of a Landing Page
Far far away, behind the word mountains, far from the countries Vokalia and
Header
Awesome
feature highlight
could rotate or be different for
different users
Sign In
Call to Action
Take a Tour
Secondary cool
feature
Feature Grid
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Footer
Call to Action
Far far away, behind the word mountains, far from the countries Vokalia and
Far far away, behind the word mountains, far from the countries Vokalia and
Main feature points
![Page 25: Go With the Flow :: Web Visions 2010, May20](https://reader034.vdocument.in/reader034/viewer/2022042714/54c7ec9d4a7959a7608b4569/html5/thumbnails/25.jpg)
Anatomy of a Landing Page
Far far away, behind the word mountains, far from the countries Vokalia and
Header
Awesome
feature highlight
could rotate or be different for
different users
Sign In
Call to Action
Take a Tour
Secondary cool
feature
Feature Grid
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Footer
Call to Action
Far far away, behind the word mountains, far from the countries Vokalia and
Far far away, behind the word mountains, far from the countries Vokalia and
Main feature points
![Page 26: Go With the Flow :: Web Visions 2010, May20](https://reader034.vdocument.in/reader034/viewer/2022042714/54c7ec9d4a7959a7608b4569/html5/thumbnails/26.jpg)
Landing Page
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Landing Page
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Registration
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Could be as simple as no sign up
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Could be as simple as no sign up
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Making it fun - DJ name
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Making it fun - DJ name
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Keep it simple - 1. 2. 3.
123
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Start the activities as part of the sign up process
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Start the activities as part of the sign up process
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Keep it simple - assign it to someone else
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Keep it simple - assign it to someone else
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Onboarding
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Ease in to the breadth. Offer one or two things to do
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Ease in to the breadth. Offer one or two things to do
![Page 41: Go With the Flow :: Web Visions 2010, May20](https://reader034.vdocument.in/reader034/viewer/2022042714/54c7ec9d4a7959a7608b4569/html5/thumbnails/41.jpg)
Build something as part of the sign up process
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This list looks scary
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The easiest activity is offered first
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The easiest activity is offered first
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Suggest a list. One item is already crossed off.
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Suggest a list. One item is already crossed off.
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Offer a tour of what to do first
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2nd visit: Reflect back and offer another activity
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2nd visit: Reflect back and offer another activity
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Re-engagement
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Introduce new features
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Introduce new features
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Use social peer pressure - all the cool kids are here
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Use social peer pressure - all the cool kids are here
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Care and Feeding of the
Passionate
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Feature people & contributions prominently
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New questions to flesh out profile offered each visit
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Badges, points & high reputation, reward use & quality
Both system generated & community awarded
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Enter text hereBadges, points & high reputation, reward use & quality
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Share and share alike
With some viral patterns totally stolen from a presentation by
Christina Wodtke
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B=f(P,E)Behavior is a function of a
Person and his Environment
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At hand
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Tools for sharing are in prime real estate locations
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Tools for sharing are in prime real estate locations
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Tools for sharing are in prime real estate locations
![Page 66: Go With the Flow :: Web Visions 2010, May20](https://reader034.vdocument.in/reader034/viewer/2022042714/54c7ec9d4a7959a7608b4569/html5/thumbnails/66.jpg)
Tools for sharing are in prime real estate locations
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Enter text hereTools for inviting are in prime real estate locations
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Enter text hereTools for inviting are in prime real estate locations
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Frictionless
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The default errs on the side of the most viral option
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The default errs on the side of the most viral option
![Page 72: Go With the Flow :: Web Visions 2010, May20](https://reader034.vdocument.in/reader034/viewer/2022042714/54c7ec9d4a7959a7608b4569/html5/thumbnails/72.jpg)
The default errs on the side of the most viral option
![Page 73: Go With the Flow :: Web Visions 2010, May20](https://reader034.vdocument.in/reader034/viewer/2022042714/54c7ec9d4a7959a7608b4569/html5/thumbnails/73.jpg)
The default errs on the side of the most viral option
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Impactful
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broadcaster
consumer
Email this Network / Newsfeed
consumer
consumer
consumer
consumerconsumer
consumer
consumer
broadcaster
vs.
One to one
One to many
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What’s your default?
Email this
Network / Newsfeed
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Connectedness
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Let users walk otherpeoples network to !nd people they know
Carefully consider your method to jumpstart connections
Build on someoneelse’s social graph
Make recommendations once you have a piece of data to pivot on, like work or school
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A word about the Password Anti-Pattern
DON’T
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The Password Anti-Pattern
iLike
Plaxo
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The Password Anti-Pattern
iLike
Plaxo
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Bridging Real Life
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Bridging real life: User and activity flow
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Dashboard of relevant events to me + network
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Encourage membership
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Show me what my network is doing & where
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Use community created content to entice new users
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Give tools for planning
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Combine mapping, shared photos & data
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Creation of events by participants can be private or public
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Calendar picker, reminders and event broadcasting
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Use location tools to expand event plans
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Show RSVPs from group and network
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Mobile versions for impromptu location meetups
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Combine mobile with web
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Aggregate community information per location
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Give people control over what is broadcast
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Provide reasons to come back
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Event page becomes a record of the event
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Dashboard showing past events
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Records past events monthly
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Record of achievements collected at website
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Record of achievements collected at website
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Personal stats dashboard
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Compare my stats with others in my network
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Conversations in forums, reviews & comments
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Activity streams
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Wrapup: Bridging real life activity flow
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Wrapup: The new user spiral
Initial Exposure
Education“The Sell”
Registration
Onboarding
First TimeUser Experience
Second TimeUser Experience
Third TimeUser Experience
The PassionateUser
Viral SpreadInitial Exposure
Registration
Education“The Sell”