Designing for Web 2.0 (Version2)

Slide 1: Designing for Web 2.0 Rashmi Sinha www.uzanto.com www.slideshare.net www.rashmisinha.com

Slide 2: browsing alone 2 Attributed to PIMboula on Flickr: http://www.flickr.com/photos/pimboula/15256153/

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Slide 4: Part I: The rise of tagging (& the fall of menus)

Slide 5: Categorization & tagging cognitively speaking… 5

Slide 6: How categorization works Categorize Object worth Multiple Choose remembering concepts ONE of the it! (article, activated activated image…) concepts. Analysis- Paralysis! Artifacts of digital categorization •Analysis Paralysis •Balancing your scheme •Over time – category boundaries change, labels obsolete •Systems hide item – mistakes costly 6

Slide 7: How tagging works Tag Object worth Multiple remembering concepts it! (article, are Note all image…) activated concepts •Maps to cognitive process •Reduced load •Fun •Self-feedback, social feedback •No balancing of scheme 7

Slide 8: Tags make web a shared experience Tags give you community – feeling of others  around you Other social characteristics  Social transmission of information  Social Play, e.g., stalking, imitation  …  8

Slide 9: Tagging and Wisdom of Crowds “A crowd of decentralized people working to solve a problem on their own without any central effort to guide them, come up with better solutions, rather than a top-down driven solution.” 9

Slide 10: Four Conditions Cognitive Diversity 1. Independence 2. Decentralization 3. Easy Aggregation 4. 10

Slide 11: Menus and TagClouds Menus  Structured  Stable over time  Comprehensive  TagClouds  Unstructured  Relatively unstable  Not comprehensive  Let current stuff bubble to top  11

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Slide 13: Part II: Rich user interfaces 13

Slide 14: Part II Social presence (integration of GTalk with Gmail) Real time collaboration with text documents 14

Slide 15: DiggSpy: real time updating 15

Slide 16: Part III: Social sharing 16

Slide 17: This is not it! 17

Slide 18: Hi I found you while I was searching my network at LinkedIn. Let's connect directly, so we can help each other with referrals. If we connect, both of our networks will grow. To add me as your connection, just follow the link below. 18

Slide 19: First generation Social Networks (Friendster, LinkedIn…) How it works •Individuals connected to each other •Relationships can be marked, hubs identified •Concept of six degrees of separation •“Are you my friend” type of awkwardness 19

Slide 20: Object mediated social networks “… call for the rethinking of sociality along lines that include objects in the concept of social relations.” Katrin-Knorr Cetina Reference: http://www.zengestrom.com/blog/2005/04/why_some_social.html

Slide 21: Over “tomatoes” Watching a “dance Over “coffee” performance” 21

Slide 22: Second generation social networks Put objects at the center  Watercooler conversations  Viral sharing  Social news creation  22

Slide 23: Watercooler conversations around objects (social networks with objects in between) e.g., Flickr, Yahoo answers How it works •People share objects and watch others •Social connections are through objects •Formation of social streams of information with emergence of popular, interesting items 23

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Slide 25: Viral sharing (passing on interesting stuff) e.g., YouTube videos How it works •Individual to individual to individual •Popularity based navigation helps track “viral” items 25

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Slide 27: Social news creation (rating news stories) e.g., digg, Newsvine How it works •Finding and rating stories •Popular stories rise to top 27

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Slide 29: Objects invite us to Connect  Play  React  Reach out  29

Slide 30: Part IV: So you want to design for Web 2.0?

Slide 31: Forget the ipod! 31

Slide 32: Give up control This is messy! 32

Slide 33: Beyond hand-crafted information architectures 33

Slide 34: Plant the seeds, let people connect 34

Slide 35: Design for emergent architecture 35

Slide 36: Part IV: Some principles…

Slide 37: 1: Make system personally useful For end-user system should have strong personal use  Memorable Personal Snippets (e.g., Del.icio.us & Flickr)  Self-expression (e.g., Newsvine)  Social status: Digg  Don’t count on altruism  System should thrive on people’s selfishness  37

Slide 38: Bite-sized self-expression Self-expression   Artistic expression (Flickr, YouTube)  Humor (YouTube)  Professional (Slideshare) Individual piece should be small   Can create sets & lists  Do Mashups  Simple, guessable URLs for everything 38

Slide 39: 2: Symbiotic relationship between personal & social Personal snippets > Social stream  Pictures > Organized by Events  Music > Organized by Playlists  39

Slide 40: 3: Create porous boundary between public & private Earlier systems  Personal (Personal Desktop  Software, e.g., Picasa, EndNote) OR Social websites (Shutterfly)  Rethink public & private  People share for the right returns  Set defaults to public, allow easy  change to private Privacy settings on Flickr Give user control  Over individual pieces & sets  Delete items from history  Reset /remove profile  40

Slide 41: 4. Allow for levels of participation Everyone does not need to create!  Implicit creation (creating by consuming)  Remixing—adding value to others’ content  Source: Bradley Horowitz’s weblog, Elatable, Feb. 17, 2006, “Creators, Synthesizers, and Consumers” 41

Slide 42: How to encourage participation? Insights from Social Psychology  Highlight unique contribution  Allow for smaller local groups  Highlight benefit to self  Highlight benefit to group  Source: Using social psychology to motivate contributions to online communities, Ling et al. 2005 42

Slide 43: 5. Let people feel the presence of others What paths are well  worn User profiles /  photos Real-time updating  Like a  conversation Sense that others  are out there What people are digging right now! 43

Slide 44: 6. And yet, moments of Independence… Choreography: when  alone, when part of group Prevent mobs  Don’t make it too easy to  mimic others Incentives for originality  & uniqueness 44

Slide 45: 7. Most of all, allow for play 45

Slide 46: Things to try at home! Create an account on myspace.com  Read Emergence, Wisdom of Crowds  Play a Multiplayer Online Game (WOW,  Second Life) Play with an API (try GoogleMaps API)  Try a mobile social application (DodgeBall)  Ask your friends what they find “fun” on the  web 46

Slide 47: Questions? www.rashmisinha.com www.uzanto.com We are hiring!