CULTIVATING ONLINE COMMUNITIES THROUGH MEANINGFUL EXPERIENCESor, “making things work for people”.

Howie Chang | MinistryNet 2011

CULTIVATING ONLINE COMMUNITIES THROUGH MEANINGFUL EXPERIENCES

Howie Chang | MinistryNet 2011

or, “making things work for people”.

A LITTLEABOUT ME

PASSIONATE IN ALL THINGS DIGITAL AND HAVE DEEP APPRECIATION IN GOOD USER EXPERIENCES.• UX & Design Partner at BuUuk• Adjunct Lecturer at DMIT, SP• Small Group Leader• Co-Founder of STYLELOGUE.ITRae, Howie and Joy

A LITTLEABOUT BUUUK

WE MAKE MOBILE APPS FOR ANY SCREEN YOU CAN SWIPE.• WeatherLah• BuUuk - Restaurant & Bar Guide• The Straits Times• and many more...BuUuk

WHAT IS USER EXPERIENCE?Comprehends all aspects of digital products and services that users experience directly - and perceive, learn, and use - including products’ form, behavior, and content, but also encompassing users’ broader brand experience and the response that experience evokes in them. Key factors contributing to the quality of users’ experience of products are learnability, usability, usefulness, and aesthetic appeal.

Pabini Gabriel-Petit

WHAT IS USER EXPERIENCE?

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WHAT IS A MEANINGFUL EXPERIENCE TO YOU?

Share with the person next to you.

WHAT IS A MEANINGFUL EXPERIENCE TO YOU?

oh no! feelings!

WHAT IS A MEANINGFUL EXPERIENCE TO YOU?

i love what i can do! it’s super

awesome!

oh no! feelings!

WHAT IS A MEANINGFUL EXPERIENCE TO YOU?

oh no! feelings!

i can do everything i need.

cool!

WHAT IS A MEANINGFUL EXPERIENCE TO YOU?

oh no! feelings!

it’s ok i guess. sometimes i have

problems.

WHAT IS A MEANINGFUL EXPERIENCE TO YOU?

oh no! feelings!

it makes me feel stupid. i hate it

and you.

IT IS NOT ENOUGH THAT WE BUILD PRODUCTS THAT FUNCTION, THAT ARE UNDERSTANDABLE AND USABLE - WE ALSO NEED TO BUILD PRODUCTS THAT BRING JOY AND EXCITEMENT, PLEASURE AND FUN, AND YES, BEAUTY, TO PEOPLE’S LIVES.

Don Norman

Meaningful

Pleasurable

Convenient

Usable

Reliable

Functional (Useful)

Focused on

Experiences(People, Activities, Context)

Focused on

Tasks(Products, Features)

© 2006 Stephen P. Anderson | poetpainter.com

SUBJECTIVE / QUALITATIVE

OBJECTIVE / QUANTIFIABLE

Has personal significance

Memorable experience worth sharing

Super easy to use, works like I think

Can be used without di!culty

Is available and accurate

Works as programmed

Prioritize Aesthetics (no, not Graphic Design) (visual, behaviors, sounds, psychology)

Design for FLOW (boredom vs anxiety)

Leverage Game Mechanics/Learning Theory (completeness)

Have a Personality

Create conversational and context aware interactions (“Adaptive Interfaces”; narrative IA structures)

Elicit Desire (Limited availability, limited access, curious and seductive experiences)Simplify, organize, and clarify

information

Display information visually

Reduce features and complexity

Are easier to understand

Use language for more natural interactions

Add features that support desired behaviors (o!ine browsing)

Have a believable story

Co-create value with customers

Connect people in community

Are part of a bigger system

Appeal to emotional, spiritual, and social values

Create a tolerance for faults at lower levels

Are tied to a person’s self-image, highly personal

Empower people to do things previously not possible

Creating Pleasurable Interfaces: Getting from Tasks to Experiencescreated by Stephen P. Anderson | poetpainter.com

“It is not enough that we build products that function, that are understandable and usable -we also need to build products that bring joy and excitement, pleasure and fun, and yes, beauty, to people’s lives.”

-Donald Norman

THIS IS THE “CHASM” THAT IS REALLY, REALLY HARD FOR ORGANIZATIONS TO CROSS

FUNCTIONAL (USEFUL)WORKS AS PROGRAMMED

Martin Cooper with the original Motorola phone

RELIABLEIS AVAILABLE AND ACCURATE

Twitter’s Fail Whale

USABLECAN BE USED WITHOUT DIFFICULTY

Usability Makes a Difference

CONVENIENTSUPER EASY TO USE, WORKS LIKE I THINK

Google Maps

PLEASURABLEMEMORABLE EXPERIENCE WORTH SHARING

iLike.com Social Music Discovery

MEANINGFULHAS PERSONAL SIGNIFICANCE

Discover.redeemer.com

Meaningful

Pleasurable

Convenient

Usable

Reliable

Functional (Useful)

Focused on

Experiences(People, Activities, Context)

Focused on

Tasks(Products, Features)

© 2006 Stephen P. Anderson | poetpainter.com

SUBJECTIVE / QUALITATIVE

OBJECTIVE / QUANTIFIABLE

Has personal significance

Memorable experience worth sharing

Super easy to use, works like I think

Can be used without di!culty

Is available and accurate

Works as programmed

Prioritize Aesthetics (no, not Graphic Design) (visual, behaviors, sounds, psychology)

Design for FLOW (boredom vs anxiety)

Leverage Game Mechanics/Learning Theory (completeness)

Have a Personality

Create conversational and context aware interactions (“Adaptive Interfaces”; narrative IA structures)

Elicit Desire (Limited availability, limited access, curious and seductive experiences)Simplify, organize, and clarify

information

Display information visually

Reduce features and complexity

Are easier to understand

Use language for more natural interactions

Add features that support desired behaviors (o!ine browsing)

Have a believable story

Co-create value with customers

Connect people in community

Are part of a bigger system

Appeal to emotional, spiritual, and social values

Create a tolerance for faults at lower levels

Are tied to a person’s self-image, highly personal

Empower people to do things previously not possible

Creating Pleasurable Interfaces: Getting from Tasks to Experiencescreated by Stephen P. Anderson | poetpainter.com

“It is not enough that we build products that function, that are understandable and usable -we also need to build products that bring joy and excitement, pleasure and fun, and yes, beauty, to people’s lives.”

-Donald Norman

THIS IS THE “CHASM” THAT IS REALLY, REALLY HARD FOR ORGANIZATIONS TO CROSS

GOODEXAMPLES

THREADLESS.COM

New graphic t-shirts released weekly. Awesome new designs submitted and rated by the Threadless community.

GOODEXAMPLES

THEFIFTHCOLUMN.CO.UK

Audio podcasts on controversial & topical issues.

GOODEXAMPLES

REDNOSEDAY.COM

Red Nose Day is a day like no other when the whole country gets together to do something funny for money and change countless lives in the process.

UX SITES

‣ PUTTING PEOPLE FIRST HTTP://WWW.EXPERIENTIA.COM/BLOG/

‣ 52 WEEKS OF UX HTTP://52WEEKSOFUX.COM/

‣ EVERYDAY UX HTTP://WWW.EVERYDAYUX.COM/

‣ UX MYTHS HTTP://UXMYTHS.COM/

‣ JOHNNY HOLLAND HTTP://JOHNNYHOLLAND.ORG/

‣ LOGIC+EMOTION HTTP://DARMANO.TYPEPAD.COM/LOGIC_EMOTION/

‣ ADAPTIVE PATH HTTP://WWW.ADAPTIVEPATH.COM/IDEAS/

BONUSHOW TOP BRANDS BUILD EFFECTIVE ONLINE COMMUNITIES - BY SIMON MAINWARING

CONCEPTUAL ASSUMPTIONS: An effective online community starts with the right thinking and that involves certain fundamental assumptions.

1. BOTTOM UP: A brand must start from the premise that this is a bottom up organization that will live or die on the strength of the dialogue it generates. What the community has to say is important, what you have to say is secondary.

2. SUSTAINABILITY: The site must be conceived in a way that keeps the community active and growing after each initiative or project. Too often even the best communities suffer fatal attrition once their primary goal is reached.

3. CONVERSATION: Brands often seem incapable of not talking about themselves. Rather, they must generate discussion around topics that are meaningful to the community they want to establish (whether it’s a gathering of CFO’s, stay-at-home moms or activists of any kind). Only then can their products be positioned as a relevant (and inoffensive) contributions to the conversation.

4. OWNERSHIP: The site must be structured in a way that allows members to feel ownership over the process as the community experiences success, growth and innovation.

5. INFORMATIVE: The brand must serve as a resource for members looking to learn more about the goals of the community and those already involved.

6. SELF-PROMOTION: The brand must provide tools that enable members to spread information about your community and its goals beyond the site across different social media.

7. GOALS: The goal, and therefore the site, must be structured in a way that allows for an expanded portfolio of goals that will keep the community engaged, growing, and migrating from one goal to the next.

8. MEASUREMENT AND CELEBRATION: The brand must track, measure and reward success within the community.

DESIGN FUNDAMENTALS: If you hope to create a site that doesn’t just raise awareness but motivates behavior, certain design fundamentals are essential:

1. OWNERSHIP and RESPONSIBILITY: The site must be designed in a manner that gives members a sense that they are acting for themselves and their community.

2. RECOGNITION and REWARDS STRUCTURE: There must be ways in which members are rewarded within their community to encourage further participation.

3. UNIFYING GOAL: In order to constantly reinforce a goal and maintain community focus, the brand must regularly share the emotional stories of those participating. That way the online community is consistently humanized and the emotions that motivate their efforts are reinforced.

BONUSCONTINUED

TECHNOLOGICAL ADVANCES HAVE ALWAYS BEEN DRIVEN MORE BY A MIND-SET OF 'I CAN' THAN 'I SHOULD'... TECHNOLOGISTS LOVE TO CRAM MAXIMUM FUNCTIONALITY INTO THEIR PRODUCTS. THAT'S 'I CAN' THINKING, WHICH IS DRIVEN BY PEER COMPETITION AND MARKET FORCES... BUT THIS APPROACH IGNORES THE FAR MORE IMPORTANT QUESTION OF HOW THE CONSUMER WILL ACTUALLY USE THE DEVICE... FOCUS ON WHAT WE SHOULD BE DOING, NOT JUST WHAT WE CAN.

Jon Maeda

END. :) QUESTIONS?www.howiechang.com | @howiec | www.fb.com/hellohowie