ongoing participation
DESCRIPTION
TRANSCRIPT
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Design for ongoing participation
Denis Gillet & Adrian Holzer
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Design for Ongoing Participation
Chapter 5
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The Usage Lifecycle
Return Visit
Emotional Attachment
Awareness
Unaware
Sign-Up
InterestedFirst use
Regular use
Passionate use
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How ?More advertising ?
More features ?
More funding ?
More motivation ?✔
✘
✘
✘
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Two parts1. Identify the right motivations
2. Create interfaces that support those motivations
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Why do people participate?
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Reputation Control
Uniqueness
Efficacy
Ownership
Reciprocity
Fun
Identity
Groups
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Manage identity
Or else...
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SPAM
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Comment trolls
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Gaming
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Deception
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Enable identity or else
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Accounts
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Simple Handleusername & email identifier
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Full profileprofile picture avatarshort bio & demographicsfriends & group affiliationlikes / dislikes & activities
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Profiles do not guarantee honesty
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Has to fit the domain
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Show what is happening
Loss of interest if information does not change quickly enough “profiles grow old fast”
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SolutionsLifestreamComment wall
Status
Notifications
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Watch out for Social Network Fade
Profiles must support an activity not be ends by themselves
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Reputation Control
Uniqueness
Efficacy
Ownership
Reciprocity
Fun
Identity
Groups
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Emphasize uniqueness
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Movies For You
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An experiment in uniqueness
MovieLens.org sent emails to participants
Those who received emails emphasizing uniqueness contributed more
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Reputation Control
Uniqueness
Efficacy
Ownership
Reciprocity
Fun
Identity
Groups
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Leverage reciprocity
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Reputation Control
Uniqueness
Efficacy
Ownership
Reciprocity
Fun
Identity
Groups
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Allow for reputation# of friends
# reviews written
Rating of reviews written
Quality of comments
Member since
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Nice to have reputation
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Crucial reputation
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Reputation Control
Uniqueness
Efficacy
Ownership
Reciprocity
Fun
Identity
Groups
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Confer ownership
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The endowment effect people value things more when they own them
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Participants give a selling or a buying price of NCAA final tournament tickets
buying priceselling price
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✔Flickr’s navigation is all about you
Motortopia.com went a bit too far
✘
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Reputation Control
Uniqueness
Efficacy
Ownership
Reciprocity
Fun
Identity
Groups
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Promote a sense of control
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Facebook Use case
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News feed was introduced in 2006
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It stirred up controversy
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22 year old CEO Mark Zuckerberg had to intervene, apologized and added privacy controls
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Within a few days, the issue was over
only a small percentage of users changed their privacy settings...But
seems to be more about control than secrecyPrivacy
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Reputation Control
Uniqueness
Efficacy
Ownership
Reciprocity
Fun
Identity
Groups
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Promote a sense of efficacyA sense of doing
good work
Provide feedback on how helpful people’s contributions were
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Reputation Control
Uniqueness
Efficacy
Ownership
Reciprocity
Fun
Identity
Groups
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Fun features
Fun for fun’s sake, or fun to engage
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Valentine 2008
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Reputation Control
Uniqueness
Efficacy
Ownership
Reciprocity
Fun
Identity
Groups
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Attachement to a group
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The center of social software
Find people interested in the same weird things you are
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Get to the Regular Use in
SpeakUp
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Efficacy
Message rating give feedback
Groups
Sense of audience membership in a room
Identity
None, or avatars
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Get to the Regular Use in
Chachachat
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Identity
Simple handle
Marc
Fun Reputation
Reciprocity
Give phrases, receive phrases
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The Usage Lifecycle
Awareness
Return VisitSign-Up
Emotional Attachment
Unaware
InterestedFirst use
Regular use
Passionate use
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Design for passion
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No silver bullet
“A big part of the hurdle is to help users learn [and thus] empower them” [Kathy Sierra]
Users become “Kick ass users”
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Conclusion
Identify the basic motivations and support them
To promote ongoing participation
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