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.
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
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.
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
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.