The Social Usability of Motivational Design - World Usability Day, Milan, Italy

1. The unstoppable coming
of Social Usability
Gianandrea Giacoma & Davide ‘Folletto’ Casali

2. unstoppable?!?

3. ...ok, we have exaggerated, but...

4. Everything is social.

5. ...even if you don’t think about it

6. ...even if you don’t think about it
...even if you don’t want it

7. ...even if you don’t think about it
...even if you don’t want it
...even if it doesn’t seem

8. The walkman
Designed to isolate oneself,
used to connect people.

9. A personal tool
used to create text... to be shared.
Word

10. Designed to divide,
it’s a meeting point for teenagers.
The wall

11. Positive
I want social
dynamics

12. Negative
I want to avoid
social dynamics

13. how does it happen?

14. Learnability
Efficiency
Memorability
Errors
Satisfaction
USABILITY

15. USABILITY
SOCIAL
USABILITY
Interpersonal Relations
Identity
Communication
Group Emergence
Learnability
Efficiency
Memorability
Errors
Satisfaction

16. Interpersonal Relations
Identity
Communication
Group Emergence
How easy is it to find other people?
How easy is it to connect to other people?
How easy is it to keep those connections active?
How relevant are those connections?
SOCIAL
USABILITY

17. SOCIAL
USABILITY
How rich is one’s personal identity expression?
How much are interests and passions expressed?
How much are personal distinctive traits shown?
How much is privacy management detailed?
Interpersonal Relations
Identity
Communication
Group Emergence

18. SOCIAL
USABILITY
How fast can a message reach the other person?
How many messages can one handle efficiently?
How easy is it to handle conversations (1-to-1, 1-
to-some, 1-to-many)?
Interpersonal Relations
Identity
Communication
Group Emergence

19. SOCIAL
USABILITY
How easy is it to create groups?
How active are groups once estabilished?
How long do they last?
How much is it important to be part of a group?
Interpersonal Relations
Identity
Communication
Group Emergence

20. How can I analyze it?
How can I evaluate it?

21. User tests
(you would have never guessed it, uh?)

22. let’s see it in action!

23. Who does it
better?
1. Interpersonal Relations
2. Identity
3. Communcation
4. Group Emergence
MySpace Facebook
?
PROFILE PAGE PROFILE PAGE

24. Who does it
better?
1. Interpersonal Relations
2. Identity
3. Communcation
4. Group Emergence
MySpace Facebook
MySpace
PROFILE PAGE PROFILE PAGE

25. Who does it
better?
1. Interpersonal Relations
2. Identity
3. Communcation
4. Group Emergence
MySpace Facebook
?
SITO SITO

26. Who does it
better?
1. Interpersonal Relations
2. Identity
3. Communcation
4. Group Emergence
MySpace Facebook
Facebook
SITO SITO

27. Who does it
better?
1. Interpersonal Relations
2. Identity
3. Communcation
4. Group Emergence
FriendFeed Facebook
?
HOME HOME

28. Who does it
better?
1. Interpersonal Relations
2. Identity
3. Communcation
4. Group Emergence
FriendFeed Facebook
FriendFeed
HOME HOME

29. Who does it
better?
1. Interpersonal Relations
2. Identity
3. Communcation
4. Group Emergence
LinkedIn Google Wave
?
WHOLE SITE WHOLE SITE

30. Who does it
better?
1. Interpersonal Relations
2. Identity
3. Communcation
4. Group Emergence
LinkedIn Google Wave
Google Wave
WHOLE SITE WHOLE SITE

31. Who does it
better?
1. Interpersonal Relations
2. Identity
3. Communcation
4. Group Emergence
Flickr DeviantArt
?
WHOLE SITE WHOLE SITE

32. WHOLE SITE WHOLE SITE
Who does it
better?
1. Interpersonal Relations
2. Identity
3. Communcation
4. Group Emergence
Flickr DeviantArt
DeviantArt

33. Who does it
better?
1. Interpersonal Relations
2. Identity
3. Communcation
4. Group Emergence
Twitter Jaiku
?
PROFILE PAGE PROFILE PAGE

34. Who does it
better?
1. Interpersonal Relations
2. Identity
3. Communcation
4. Group Emergence
Twitter Jaiku
Twitter
PROFILE PAGE PROFILE PAGE

35. interestingly enough...

36. an avatar isn’t just an avatar
World of Warcraft Second Life
same digital artifact
different psychosocial impact

37. is something missing?

38. Person
Socially-enabled system

39. Social
Usability
Person
Socially-enabled system
Social Usability
connects the person
to a system with
social dynamics.

40. Social
Usability
?
Person
Socially-enabled system
Alone, it isn’t
enough: people
socialize, but why?

41. Social
Usability
Relational
Motivations
Person
Socially-enabled system
We need the
people’s
motivation.

42. Social
Usability
Relational
Motivations
Person
Socially-enabled system
Functional
Needs
Circadian
Activity
Flow

43. Motivational Design

44. what do you think?

45. Gianandrea Giacoma
Davide Casali
ibridazioni.com
@ibridazioni
gianandrea.giacoma@gmail.com
intenseminimalism.com
@folletto
folletto@gmail.com
World Usability Day
Milan, 13 novembre 2009
worldusabilityday.org