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SOCIAL
Davide ‘Folletto’ Casali   EXPERIENCE
                           DESIGN
NIGHT.EU


Head of Design   Startup Advisor
Manifesto Ibridi
manifestoibridi.org
@Folletto
PERSPECTIVE
A CHANGE OF
What is a Social Network?
Social Networks are Complex Systems
Weather      Everyone here




Language   The person near you
Entity as Group




Entity as Individual
No simplification   Simplification             Banalization
 UNMANAGEABLE                                 UNUSEFUL




                    Thanks to Tullio Tinti
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
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
                                                 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
Data




09. Delays
I have the data.
   Now what?
Feedback




06. Information
Jawbone UP
Life tracking
I have the feedback.
     And now?
Nest
Learning Thermostat
?   Raise your hand if you know the main
    steps of the ISO 13407 UCD process
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
3D METHOD




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



                       ”
observe




     dot
     LOOP

do             think
observe                 observe




      dot
      LOOP
                              dot
                              LOOP

do               think   do             think




     Iterative           Complex systems
observe




     dot
            observe




          dot
           dot
            LOOP
          LOOP
     do               think


do   LOOP                     think
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.
If the loop breaks...
You’re dead.
Facebook



Twitter



Orkut



MySpace



Friendster
Keep adapting.
“
Be water my friend.
      Bruce Lee



      ”
SOCIAL
EXPERIENCE
DESIGN
Motivational Design




Davide Casali   Gianandrea Giacoma
Motivations


                                Behaviours   PROPERTIES
                                             OF THE MIND

                Perceptions




HUMAN BEINGS




                                 Ergonomy

               Movement                      PROPERTIES
                                             OF THE BODY


                              Biology
“
    Men in general judge more
from appearances than from reality.
  All men have eyes, but few have
      the gift of penetration.
           Niccolò Machiavelli



               ”
UNDERSTAND
RELATIONAL
MOTIVATIONS
Four Relational Motivations
Competition
Competition
A good way to
promote competition
is by comparing the
metrics you want the
users to compete on.
Excellence
Excellence
A good way to
promote excellence is
to show the user
successes and
activities to the world.

                           http://makes--me--wonder.deviantart.com
Curiosity
Curiosity
A good way to
promote curiosity is by
creating stories,
paths, connecting
content together.

                          http://dsasec.deviantart.com
Affection
Affection
An good way to
promote affection is
by showing the
human, warm side
and voice.

                       Photo by gagilas
THEY ACT AT
DIFFERENT LEVELS

1. COMMUNITY
2. BRAND
3. COMPANY
4. INTERACTIONS
COMMUNITY
MOTIVATIONAL DIAMOND
Facebook

                       Competition




         Affection                   Excellence




                        Curiosity
MOTIVATIONAL DIAMOND
Facebook with Games

                       Competition




         Affection                   Excellence




                        Curiosity
MOTIVATIONAL DIAMOND
DeviantArt

                       Competition




         Affection                   Excellence




                        Curiosity
MOTIVATIONAL DIAMOND
MySpace

                       Competition




         Affection                   Excellence




                        Curiosity
MOTIVATIONAL DIAMOND
Twitter

                       Competition




          Affection                  Excellence




                        Curiosity
BRAND
MOTIVATIONAL DIAMOND
Red Bull

                       Competition




           Affection                 Excellence




                        Curiosity
MOTIVATIONAL DIAMOND
Nike

                       Competition




         Affection                   Excellence




                        Curiosity
MOTIVATIONAL DIAMOND
Coca Cola

                       Competition




         Affection                   Excellence




                        Curiosity
MOTIVATIONAL DIAMOND
Nokia, as brand

                       Competition




         Affection                   Excellence




                        Curiosity
COMPANY
MOTIVATIONAL DIAMOND
Bank of England

                       Competition




         Affection                   Excellence




                        Curiosity
MOTIVATIONAL DIAMOND
RSA

                       Competition




         Affection                   Excellence




                        Curiosity
MOTIVATIONAL DIAMOND
Nokia

                       Competition




         Affection                   Excellence




                        Curiosity
2. Relational
   Motivations

  Given the DOT Loop
  from before, try to
  identify which           Competition
  Relational Motivations   Excellence
  are driving its social   Curiosity
  dynamics.
                           Affection
Remember:
RELATIONS
DESIGN
SOCIAL
USABILITY
RELATIONS
RELATIONS




IDENTITY
RELATIONS



COMMUNICATION



   IDENTITY
EMERGENCE OF GROUPS
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.
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.
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.
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.
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.
COMMUNICATION

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

This works on the
Curiosity motivation.
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.
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.
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.
EMERGENCE OF GROUPS

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

This works on the
Affection motivation.
RICE

Photo by iz4aks
DOWNLOAD THE CHECKLIST
http://j.mp/su-pdf
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
Social Usability
                        open the road

         Relational Motivations
               gives direction




Photo by 49937157@N03
INSIDE & OUTSIDE
BE A DOUBLE-PYRAMID SOCIAL BUSINESS

                  Top-down
          Vision, goals, strategy, trust




                 Bottom-up
          Operations, feedback, tactics
BE A DOUBLE-DOUBLE-PYRAMID
      SOCIAL BUSINESS




                 Social Business
                 Values, products, services




                 Users
                 Crowdsourcing, WoM, etc
“
We really think of the
  Zappos brand as
 about great service,
and we just happen to
     sell shoes.
      Tony Hsieh



       ”
YOU CAN’T FAKE.
A CONNECTED COMPANY
Do        Competition   Relations
Observe   Excellence    Identity
Think     Curiosity     Communication
          Affection     Emergence of Groups
“
To complicate is easy, to simplify is hard.
        To complicate, just add,
     everyone is able to complicate.
        Few are able to simplify.
                Bruno Munari



                 ”
Thanks.


@Folletto

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