iai workshop for ia summit 2010 - designing social interfaces

Designing Social Interfaceschristian crumlish & erin malone

5 practices5 principles

5 anti-patterns

A little about us: erin malone

@emalone

A little about us: erin malone

@emalone

A little about us: christian crumlish

@mediajunkie

A little about us: christian crumlish

@mediajunkie

People are unpredictable

new social media : always awkward

Designing social requires different thinking

Organicvs Static

Emotional vs Data

Relationships vs Transactions

Continuumvs One Grand Gesture

~ Deb Shultz, Altimeter Group photo © erin malone

5 Principles

Pave the cowpaths

Dogster started as a photosharing service. Shifted focus to pets once company saw people were

primarily uploading pics and talking about their dogs.

Talk like a person

Do you want to talk to your customers like this?

Or like this?

How to talk like a person

Conversational VoiceSelf-Deprecating Error MessagesAsk QuestionsYour vs. MyNo Joking Around

Be open. Play well with others

Embrace open standardsShare data outside of the bounds of your applicationAccept external data within the sphere of your applicationSupport two-way interoperability

Learn from games

Learn from games

What are Game Mechanics?

The systems and features that make games fun, compelling and addictive.

~Amy Jo Kim

How to learn from games

Game MechanicsCollectinggives bragging rights, encourages completion

Pointsgame points by systems, social points by others, drives loyalty, drives behavior unlock new powers or access

Feedbacksocial feedback drives engagementaccelerates mastery and adds fun

Exchangesstructured social interactionsexplicit or implicit

Customizationcharacter or interface

Respect the ethical dimension

Respect the ethical dimension

Some of the forces that must be balanced, to apply many of these patterns, involve ethical dilemmas

5 Practicesor a brief tour of 96 patterns

The Ecosystem

Give people a way to be identified

And to identify themselves

Self

Attribution and Avatars

Identity doesn’t alway have to manifest itself in a complicated or robust pro!le.

User Cards

Identity doesn’t alway have to manifest itself in a complicated or robust pro!le.

Make sure there is a “there” there. What’s your social object?

The Social Object, in a nutshell, is the reason two people are talking to each other, as opposed to talking to somebody else.

Social Networks form around Social Objects, not the other way around.

~ Hugh MacLeod GapingVoid.com

Give people something to do

It’s a continuum

Activities involving objects

It’s a continuum

CollectingSharing

Broadcasting & PublishingFeedback

CommunicatingCollaborationSocial Media

OneOne to oneOne to many

One to one, One to an objectOne to one, One to many, Many to manyMany to manyEcosystem

Activities involving objects

Books: ratings, reviews, search

Public conversation

Activities involving objects

Photos: collecting, sharing, comments, favoriting, groups, broadcasting

Activities involving objects

Collecting, Ratings, Reviews

Tagging

Sharing

Labels, ratings, reviews, levels

Enable a bridge to real life

Bridging Real Life

Taking it offline

Geo-Mobile

Face-to-face meeting

And then back online

After the PartyFace-to-face meeting

Let the community elevate people & content they value

Gently moderate

Connections & Community

Find People

Enabling people to make connections

Adding Friends

Fans & Fame

Circles of Connections

Enter text here

Norms

Model Citizen

Report Abuse

5 Anti-Patterns

Cargo Cult

Cargo Cult

Cargo Cult

Don’t break email

Don’t break email

Facebook breaks email since you can’t reply to messages that arrive in the inbox.Basecamp allows people to reply as they are accustomed to and the message goes back into the stream on the site.

The Password Anti-Pattern

The Password Anti-Pattern

iLike

Plaxo

The Password Anti-Pattern

yelp

The Ex-boyfriend bug

Potemkin Village

Instead of building a Potemkin Village, the architects of the relaunched dead.net site started with a judicious few groups and then let the community spawn the rest.

The Ecosystem - it’s balance with tradeoffs

ThanksErin@emaloneerin@tangible-ux.com

Christian@mediajunkiexian@pobox.com buy the book

http://www.designingsocialinterfaces.com

How toPlay the Game

Game Goals

• Build a social digital product around an object for a speci!c audience delivered in a speci!c way

• Deliver a well rounded product (with features across Identity, Activities and Relationships)

• Build products in a de!ned time frame

• Work as a team to collaborate and build the best products

• Play against another team

Game Play