Davide Casali, "Social Experience Design: Shifting The Focus Where Really Matters"
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Too much focus on external metrics will harm in the long term the effectiveness of your social strategy as well as your company as a whole. Changing the focus to deal properly with social dynamics requires a deep understanding of a few critical factors. This talk will show a hands-on social experience design method to deal with this complexity and achieve the change projects need, plus some supporting use-cases supporting them. It will provide you a grounding in how to manage projects with social dynamics, how to properly use motivation and how to design for it. From Davide's presentatation at WebVisions Barcelona 2013.
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Davide Casali, "Social Experience Design: Shifting The Focus Where Really Matters"
- 2. Head of Design Startup Advisor NIGHT.EU
- 3. Manifesto Ibridi m a n i f e s t o i b r i d i . o r g
- 4. @Folletto
- 6. What is a Social Network?
- 7. Social Networks are Complex Systems
- 8. Weather Language Everyone here The person near you
- 9. Entity as Individual Entity as Group
- 10. No simplification BanalizationSimplification Thanks to Tullio Tinti UNMANAGEABLE UNUSEFUL
- 11. MEADOW’S 12 LEVERAGE POINTS 12. Constants 11. Buffers 10. Material 09. Delays 08. Negative loops 07. Positive loops 06. Information 05. Rules 04. Change & self-organize 03. Goals 02. Paradigms 01. Trascend paradigms Meadows D. (1999) Leverage Points, places to intervene in a system 10 2 8 7 13 11 4 12 5 6 9
- 12. 12 12. Constants 11. Buffers 10. Material 09. Delays 08. Negative loops 07. Positive loops 06. Information 05. Rules 04. Change & self-organize 03. Goals 02. Paradigms 01. Trascend paradigms 10 2 8 7 13 11 4 12 5 6 9 MEADOW’S 12 LEVERAGE POINTS Meadows D. (1999) Leverage Points, places to intervene in a system
- 13. 13 12. Constants 11. Buffers 10. Material 09. Delays 08. Negative loops 07. Positive loops 06. Information 05. Rules 04. Change & self-organize 03. Goals 02. Paradigms 01. Trascend paradigms 10 2 8 7 13 11 4 12 5 6 9 All Mgmt CEO MEADOW’S 12 LEVERAGE POINTS Meadows D. (1999) Leverage Points, places to intervene in a system
- 14. Data 09. Delays
- 15. I have the data. Now what?
- 18. I have the feedback. And now?
- 20. ? Raise your hand if you know the main steps of the ISO 13407 UCD process
- 21. 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)
- 22. Dave Gray (2008) 3D: http://www.davegrayinfo.com/2008/03/31/3d-a-model-for-learning-and-improvement/ 3D METHOD
- 23. AGILE METHODS
- 24. 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?
- 25. “ ” 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.
- 27. do observe think dotL O O P do observe think dotL O O P Iterative Complex systems
- 28. dotL O O Pdo observe think dotL O O Pdo observe think dotL O O P
- 29. Identify a DOT Loop Think about the latest social project you did. Try identifying which DOT Loop you worked to enable for the client. 1. Think Do Observe
- 30. If the loop breaks... You’re dead.
- 32. Keep adapting.
- 33. “ ” Bruce Lee Be water my friend.
- 35. Motivational Design Gianandrea GiacomaDavide Casali
- 36. Motivations Behaviours Perceptions PROPERTIES OF THE BODY Ergonomy Movement Biology PROPERTIES OF THE MIND HUMAN BEINGS
- 37. “ ” Niccolò Machiavelli Men in general judge more from appearances than from reality. All men have eyes, but few have the gift of penetration.
- 40. Competition
- 41. A good way to promote competition is by comparing the metrics you want the users to compete on. Competition
- 42. Excellence
- 43. http://makes--me--wonder.deviantart.com A good way to promote excellence is to show the user successes and activities to the world. Excellence
- 44. Curiosity
- 45. http://dsasec.deviantart.com A good way to promote curiosity is by creating stories, paths, connecting content together. Curiosity
- 46. Affection
- 47. An good way to promote affection is by showing the human, warm side and voice. Affection Photo by gagilas
- 48. THEY ACT AT DIFFERENT LEVELS 1. COMMUNITY 2. BRAND 3. COMPANY 4. INTERACTIONS
- 49. COMMUNITY
- 55. BRAND
- 60. COMPANY
- 64. Competition Excellence Curiosity Affection Relational Motivations Given the DOT Loop from before, try to identify which Relational Motivations are driving its social dynamics. 2.
- 67. RELATIONS
- 71. 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.
- 72. 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.
- 73. 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.
- 74. 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.
- 75. 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.
- 76. COMMUNICATION Another strong element of Twitter is its focus on communication, in particular broadcast communication. This works on the Curiosity motivation.
- 77. 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.
- 78. 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.
- 79. 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.
- 80. EMERGENCE OF GROUPS Facebook has introduced a very interesting feature as well: dynamic groups. This works on the Affection motivation.
- 84. Social Usability Take the Relational Motivation you defined before and think what kind of social usability hook it could use. 3. Relations Identity Communication Emergence of Groups
- 85. Relational Motivations gives direction Social Usability open the road Photo by 49937157@N03
- 86. INSIDE & OUTSIDE
- 87. Top-down Vision, goals, strategy, trust Bottom-up Operations, feedback, tactics BE A DOUBLE-PYRAMID SOCIAL BUSINESS
- 88. Social Business Values, products, services Users Crowdsourcing, WoM, etc BE A DOUBLE-DOUBLE-PYRAMID SOCIAL BUSINESS
- 89. We really think of the Zappos brand as about great service, and we just happen to sell shoes. “ ” Tony Hsieh
- 90. YOU CAN’T FAKE.
- 93. “ ” Bruno Munari To complicate is easy, to simplify is hard. To complicate, just add, everyone is able to complicate. Few are able to simplify.