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Social Interaction Design
Davide ‘Folletto’ Casali
intenseminimalism.com
who am I?
hybrid professional
development
development
design
development
design
psychology
mindset
determination
1
determination
1
as constant self-improvement
team
2
team
2
working together is critical
fail fast
3
fail fast
3
try early and, if it doesn’t work, fail fast
http://www.paulgraham.com/articles.html
@
criticism
4
criticism
4
it’s good: accept it and build upon it
vertical vs horizontal
5
vertical vs horizontal
5
different kinds of intelligence exist
http://en.wikipedia.org/wiki/Emotional_intelligence
@
“
- Confucio
Our greatest glory is not in never falling,
but in raising every time we fall.
determination
1 2 3 4 5
team
fail fast
criticism
v | h
theory
Designed to isolate oneself,
used to connect people.
The walkman
MoDe: Motivational Design
1
2
4
3
Functional Needs
Relational Motivations
Social Usability
Circadian Activity Flow
Functional Needs
Action /
Solution
Satisfaction
1
Functional Needs
Need
Action /
Solution
Satisfaction
You have to go back to real
needs and solve them
1
FUNCTIONAL NEEDS
Word
FUNCTIONAL NEEDS
Word
but... text solves the need
of sharing knowledge!
FUNCTIONAL NEEDS
Google Docs
sharing
2 Relational Motivations
competition excellence
curiosity
affection
Social Usability
3
Interpersonal Relations
How easy is it to find other people and connect to them?
How easy is it to keep those connections alive?
Identity
How rich is one’s personal identity expression?
How much are interests and passions expressed?
Communication
How fast can a message reach the other person?
How easy is it to handle conversations (1-to-1, 1-to-some, 1-to-many)?
Group Emergence
How easy is to create groups?
How active are groups once estabilished?
INT. RELATIONS
activities
friend’s faves
FriendFeed
Many ways to discover.
channels
IDENTITY
background
music
avatar
menu
colors
blog
MySpace
You can customize almost everything.
IDENTITY
photo
activities
Facebook
Scattered identity.
infos
COMMUNICATION
DeviantArt
Great messaging panel.
messages
comments
forums
chat
GROUP EMERGENCE
discussions
Google Wave
Groups at its foundation.
new discussions
Circadian Activity Flow
4
It’s the sequence of small and
big actions made during the
span of a day, prioritized
through competing individual
value hierarchies.
Priority Easiness Proximity Efficacy
The four most relevant factors determining the Flow:
Circadian Activity Flow
4
24 HOURS Task 1
Task 2
Task 3
Task 4
Task 6
Task 7
Circadian Activity Flow
4
24 HOURS Task 1
Task 2
Task 3
Task 4
Task 6
Task 7
Insertion
“
- Albert Einstein
It is a miracle
that curiosity
survives formal education.
try, then go deeper
how many levels you need to
play in order to say that you know
how World of Warcraft works?
1. Level 30
2. Level 50
3. Level 80
hint: it’s more than just levels
occasional users
power users
occasional users
power users
many
occasional users
power users
many
strong
it’s a balance
how many followers you need in
order to say that you know how
Twitter works?
1. 20 followers
2. 100 followers
3. 1.000 followers
4. 20.000 followers
you may have guessed it...
...it’s not a matter of numbers!
different dynamics
with
different numbers
“
- Oscar Wilde
Men in general judge more from
appearances than from reality.
All men have eyes, but few have
the gift of penetration.
practice
Know
Think
Do
Self improvement circle
Know
Think
Do
User Centered Design
The process is important.
We refer to our overall approach as
"design thinking": a means of problem
solving that uses design
methodologies to tap into a deep
reservoir of opportunity. These
methods include observation,
prototyping, building, and storytelling,
and can be applied by a wide range of
people to a breadth of organizational
challenges.
Know Do
Think
...some practices
• Benchmarks
• Analysis
• Best Practices
• Cutting Edge Solutions
• User tests
• Polls
• Focus groups
• ...
• Brainstorms
• Select solutions
• Scenarios
• Personas
• Wireframes
• Paper prototypes
• Prototypes
• Visual design
• ...
• Develop
• Pair programming
• Automated tests
• Refactoring
• Releases
• Fixes
• ...
Release fast
Release fast
Get feedback fast
Release fast
Get feedback fast
Iterate fast
The best companies do it.
Google
continuous user testing with labs, a/b, betas, etc.
http://news.cnet.com/8301-10784_3-9954972-7.html
@
BJ Fogg
many crummy trials beat deep thinking
http://www.slideshare.net/bjfogg/10-million-in-10-weeks-what-stanford-learned-building-facebook-apps
@
Apple
seems doing it... inside: 10 to 3 to 1
http://www.businessweek.com/the_thread/techbeat/archives/2008/03/apples_design_p.html
@
“Apple designers come up with 10 entirely
different mock ups of any new feature. Not,
Lopp said, "seven in order to make three look
good", which seems to be a fairly standard
practice elsewhere. They'll take ten, and
give themselves room to design without
restriction.
Later they whittle that number to three,
spend more months on those three and then
finally end up with one strong decision.”
“
- Donald Norman
Beauty and brains,
pleasure and usability
go hand-in-hand
in good design.
simplicity × complexity
“
- Bruno Munari
Complicare è facile,
semplificare è difficile.
Per complicare basta aggiungere,
tutti sono capaci di complicare.
Pochi sono capaci di semplificare.
Davide ‘Folletto‘ Casali
intenseminimalism.com
@folletto
folletto@gmail.com
SocialMediaLab
Milano, 13 novembre 2009
socialmedialab.net

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Social Interaction Design (Lesson)