social experience design @ ux australia 2013

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Davide ‘Folletto’ Casali SOCIAL EXPERIENCE DESIGN UX AUSTRALIA

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This is the in-depth presentation I did at UX Australia 2013 in Melbourne. It gives first an approach grounded in the theory of complexity and then expands on the two fundamentals to design social experiences.

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Page 1: Social Experience Design @ UX Australia 2013

Davide ‘Folletto’ Casali

SOCIALEXPERIENCEDESIGNUX AUSTRALIA

Page 2: Social Experience Design @ UX Australia 2013

Designer Startup Advisor

NIGHT.EU

Page 3: Social Experience Design @ UX Australia 2013

Manifesto Ibridima n i f e s t o i b r i d i . o r g

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@Folletto

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PER

SPEC

TIVEA CHANGE OF

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Social Networks

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?What is a social network?

Page 8: Social Experience Design @ UX Australia 2013

Social Networks are Complex Systems

Page 9: Social Experience Design @ UX Australia 2013

Weather

Languages

This room

You

Biosphere

Companies

Page 10: Social Experience Design @ UX Australia 2013

Entity as Group

Entity as Individual

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No simplification BanalizationSimplification

Thanks to Tullio Tinti

UNMANAGEABLE UNUSEFUL

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MEADOW’S 12 LEVERAGE POINTS

12. Constants11. Size of Buffers10. Material09. Delays08. Negative loops07. Positive loops06. Information Flows05. Rules04. Change & self-organize03. Goals02. Mindset & Paradigms01. Trascend paradigms

Meadows D. (1999) Leverage Points, places to intervene in a system

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12. Constants11. Size of Buffers10. Material09. Delays08. Negative loops07. Positive loops06. Information Flows05. Rules04. Change & self-organize03. Goals02. Mindset & Paradigms01. Trascend paradigms

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MEADOW’S 12 LEVERAGE POINTS

Meadows D. (1999) Leverage Points, places to intervene in a system

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12. Constants11. Size of Buffers10. Material09. Delays08. Negative loops07. Positive loops06. Information Flows05. Rules04. Change & self-organize03. Goals02. Mindset & Paradigms01. Trascend paradigms

10

2

8

713

11 4

12

56

9

All

MgmtCEO

MEADOW’S 12 LEVERAGE POINTS

Meadows D. (1999) Leverage Points, places to intervene in a system

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Data

09. Delays

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I have the data.WHAT NOW?

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Jawbone UPLife tracking

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Feedback

06. Information Flows

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I have the feedback.WHAT NOW?

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NestLearning Thermostat

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Loop

09. Positive loops08. Negative loops

Page 22: Social Experience Design @ UX Australia 2013

?Raise your hand if you know the main steps of the ISO 13407 UCD process

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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)

Page 24: Social Experience Design @ UX Australia 2013

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?

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”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.

Page 26: Social Experience Design @ UX Australia 2013

Dave Gray (2008) 3D: http://www.davegrayinfo.com/2008/03/31/3d-a-model-for-learning-and-improvement/

3D METHOD

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do

observe

think

dotL OOP

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do

observe

think

dotL OOP

do

observe

think

dotL OOP

Iterative Complex systems

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do

observe

think

dotL OOPdo

observe

think

dotL OOP

do

observe

think

dotL OOP

Page 30: Social Experience Design @ UX Australia 2013

AGILE PROCESS

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MICROINTERACTIONSDan Saffer

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Identify aDOT Loop

Think about the latest social project you did.

Try identifying which DOT Loop you worked to enable for the client.

1.

Think

DoObserve

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If the loop breaks...You’re dead.

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Orkut

Facebook

Twitter

Friendster

MySpace

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“”Bruce Lee

Be water my friend.

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SOCIALEXPERIENCEDESIGN

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Motivational Design, 2008

Gianandrea GiacomaDavide Casali

Page 38: Social Experience Design @ UX Australia 2013

”Niccolò Machiavelli

Men in general judge more from appearances than from reality.

All men have eyes, but few have the gift of penetration.

Page 39: Social Experience Design @ UX Australia 2013

“”

Attributed to Henry Ford

If I’d asked people what they wanted,they’d have asked for a faster horse.

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Why?

Page 41: Social Experience Design @ UX Australia 2013

Why do you need

a faster horse?

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There’s an entire world beyondMaslow’s Pyramid of Needs

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Motivations

Behaviours

Perceptions

PROPERTIESOF THE BODY

Ergonomy

Movement

Biology

PROPERTIESOF THE MIND

HUMAN BEINGS

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INTRINSIC MOTIVATIONS

RELATIONAL MOTIVATIONS

EXTRINSIC MOTIVATIONS

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UNDERSTANDRELATIONALMOTIVATIONS

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Four Relational Motivations

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Competition

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A good way to promote competition is by comparing the metrics you want the users to compete on.

Competition

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Excellence

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http://makes--me--wonder.deviantart.com

A good way to promote excellence is to show the user successes and activities to the world.

Excellence

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NikeFind Your Greatness: Jogger

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Curiosity

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http://dsasec.deviantart.com

A good way to promote curiosity is by creating stories, paths, connecting content together.

Curiosity

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GEFly into the Future: Knight Raider

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Affection

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An good way to promote affection is by showing the human, warm side and voice.

Affection

Photo by gagilas

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Coca ColaOpen Happiness: Hug Me Machine

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THEY ACT AT DIFFERENT LEVELS

1. COMMUNITY2. BRAND3. COMPANY4. INTERACTIONS

Page 60: Social Experience Design @ UX Australia 2013

COMMUNITY

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Competition

Curiosity

ExcellenceAffection

MOTIVATIONAL DIAMOND

Facebook

Page 62: Social Experience Design @ UX Australia 2013

Competition

Curiosity

ExcellenceAffection

MOTIVATIONAL DIAMOND

Facebook with Games

Page 63: Social Experience Design @ UX Australia 2013

Competition

Curiosity

ExcellenceAffection

MOTIVATIONAL DIAMOND

DeviantArt

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Competition

Curiosity

ExcellenceAffection

MOTIVATIONAL DIAMOND

MySpace

Page 65: Social Experience Design @ UX Australia 2013

Competition

Curiosity

ExcellenceAffection

MOTIVATIONAL DIAMOND

Twitter

Page 66: Social Experience Design @ UX Australia 2013

BRAND

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Competition

Curiosity

ExcellenceAffection

MOTIVATIONAL DIAMOND

Red Bull

Page 68: Social Experience Design @ UX Australia 2013

Competition

Curiosity

ExcellenceAffection

MOTIVATIONAL DIAMOND

Nike

Page 69: Social Experience Design @ UX Australia 2013

Competition

Curiosity

ExcellenceAffection

MOTIVATIONAL DIAMOND

Coca Cola

Page 70: Social Experience Design @ UX Australia 2013

Competition

Curiosity

ExcellenceAffection

MOTIVATIONAL DIAMOND

Nokia, as brand

Page 71: Social Experience Design @ UX Australia 2013

COMPANY

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Competition

Curiosity

ExcellenceAffection

MOTIVATIONAL DIAMOND

Bank of England

Page 73: Social Experience Design @ UX Australia 2013

Competition

Curiosity

ExcellenceAffection

MOTIVATIONAL DIAMOND

RSA

Page 74: Social Experience Design @ UX Australia 2013

Competition

Curiosity

ExcellenceAffection

MOTIVATIONAL DIAMOND

Nokia

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CompetitionExcellenceCuriosityAffection

RelationalMotivations

Given the DOT Loop from before, try to identify which Relational Motivations are driving its social dynamics.

2.

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remember:RELATIONS

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DESIGNSOCIALUSABILITY

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RELATIONS

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IDENTITY

RELATIONS

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IDENTITY

RELATIONS

COMMUNICATION

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EMERGENCE OF GROUPS

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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.

Page 83: Social Experience Design @ UX Australia 2013

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.

Page 84: Social Experience Design @ UX Australia 2013

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.

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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.

Page 86: Social Experience Design @ UX Australia 2013

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.

Page 87: Social Experience Design @ UX Australia 2013

COMMUNICATION

Another strong element of Twitter is its focus on communication, in particular broadcast communication.

This works on the Curiosity motivation.

Page 88: Social Experience Design @ UX Australia 2013

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.

Page 89: Social Experience Design @ UX Australia 2013

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.

Page 90: Social Experience Design @ UX Australia 2013

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.

Page 91: Social Experience Design @ UX Australia 2013

EMERGENCE OF GROUPS

Facebook has introduced a very interesting feature as well: dynamic groups.

This works on the Affection motivation.

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Photo by iz4aks

RICE

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http://j.mp/su-pdfDOWNLOAD THE CHECKLIST

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SocialUsability

Take the Relational Motivation you defined before and think what kind of social usability hook it could use.

3.

RelationsIdentityCommunicationEmergence of Groups

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Relational Motivationsgives direction

Social Usabilityopen the road

Photo by 49937157@N03

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INSIDE & OUTSIDE

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Top-downVision, goals, strategy, trust

Bottom-upOperations, feedback, tactics

BE A DOUBLE-PYRAMID SOCIAL BUSINESS

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Social BusinessValues, products, services

UsersCrowdsourcing, WoM, etc

BE A DOUBLE-DOUBLE-PYRAMID SOCIAL BUSINESS

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We really think of the Zappos brand as

about great service, and we just happen to

sell shoes.

”Tony Hsieh

Page 101: Social Experience Design @ UX Australia 2013

YOU CAN’T FAKE.

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A CONNECTED COMPANY

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CompetitionExcellenceCuriosityAffection

Think

DoObserve

RelationsIdentityCommunicationEmergence of Groups

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”Bruno Munari

To complicate is easy, to simplify is hard.To complicate, just add,

everyone is able to complicate.Few are able to simplify.

Page 105: Social Experience Design @ UX Australia 2013

Thanks.

@Folletto