ongoing participation
DESCRIPTION
TRANSCRIPT
Design for ongoing participation
Denis Gillet & Adrian Holzer
Design for Ongoing Participation
Chapter 5
The Usage Lifecycle
Return Visit
Emotional Attachment
Awareness
Unaware
Sign-Up
InterestedFirst use
Regular use
Passionate use
How ?More advertising ?
More features ?
More funding ?
More motivation ?✔
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Two parts1. Identify the right motivations
2. Create interfaces that support those motivations
Why do people participate?
Reputation Control
Uniqueness
Efficacy
Ownership
Reciprocity
Fun
Identity
Groups
Manage identity
Or else...
SPAM
Comment trolls
Gaming
Deception
Enable identity or else
Accounts
Simple Handleusername & email identifier
Full profileprofile picture avatarshort bio & demographicsfriends & group affiliationlikes / dislikes & activities
Profiles do not guarantee honesty
Has to fit the domain
Show what is happening
Loss of interest if information does not change quickly enough “profiles grow old fast”
SolutionsLifestreamComment wall
Status
Notifications
Watch out for Social Network Fade
Profiles must support an activity not be ends by themselves
Reputation Control
Uniqueness
Efficacy
Ownership
Reciprocity
Fun
Identity
Groups
Emphasize uniqueness
Movies For You
An experiment in uniqueness
MovieLens.org sent emails to participants
Those who received emails emphasizing uniqueness contributed more
Reputation Control
Uniqueness
Efficacy
Ownership
Reciprocity
Fun
Identity
Groups
Leverage reciprocity
Reputation Control
Uniqueness
Efficacy
Ownership
Reciprocity
Fun
Identity
Groups
Allow for reputation# of friends
# reviews written
Rating of reviews written
Quality of comments
Member since
Nice to have reputation
Crucial reputation
Reputation Control
Uniqueness
Efficacy
Ownership
Reciprocity
Fun
Identity
Groups
Confer ownership
The endowment effect people value things more when they own them
Participants give a selling or a buying price of NCAA final tournament tickets
buying priceselling price
✔Flickr’s navigation is all about you
Motortopia.com went a bit too far
✘
Reputation Control
Uniqueness
Efficacy
Ownership
Reciprocity
Fun
Identity
Groups
Promote a sense of control
Facebook Use case
News feed was introduced in 2006
It stirred up controversy
22 year old CEO Mark Zuckerberg had to intervene, apologized and added privacy controls
Within a few days, the issue was over
only a small percentage of users changed their privacy settings...But
seems to be more about control than secrecyPrivacy
Reputation Control
Uniqueness
Efficacy
Ownership
Reciprocity
Fun
Identity
Groups
Promote a sense of efficacyA sense of doing
good work
Provide feedback on how helpful people’s contributions were
Reputation Control
Uniqueness
Efficacy
Ownership
Reciprocity
Fun
Identity
Groups
Fun features
Fun for fun’s sake, or fun to engage
Valentine 2008
Reputation Control
Uniqueness
Efficacy
Ownership
Reciprocity
Fun
Identity
Groups
Attachement to a group
The center of social software
Find people interested in the same weird things you are
Get to the Regular Use in
SpeakUp
Efficacy
Message rating give feedback
Groups
Sense of audience membership in a room
Identity
None, or avatars
Get to the Regular Use in
Chachachat
Identity
Simple handle
Marc
Fun Reputation
Reciprocity
Give phrases, receive phrases
The Usage Lifecycle
Awareness
Return VisitSign-Up
Emotional Attachment
Unaware
InterestedFirst use
Regular use
Passionate use
Design for passion
No silver bullet
“A big part of the hurdle is to help users learn [and thus] empower them” [Kathy Sierra]
Users become “Kick ass users”
Conclusion
Identify the basic motivations and support them
To promote ongoing participation