The document discusses social experience design and relational motivations. It presents Meadow's 12 leverage points model for intervening in complex systems. It then discusses four relational motivations - competition, excellence, curiosity, and affection - and how they act at different levels including community, brand, company, and interactions. The document emphasizes designing for relations, identity, communication, and emergence of groups to drive these motivations. It stresses the importance of a connected, double-pyramid social business model focused on both top-down and bottom-up dynamics.
20. ? Raise your hand if you know the main
steps of the ISO 13407 UCD process
21. USER CENTERED DESIGN: ISO 13407 (1999)
6 STEPS, ITERATING
Specify the
user &
organizational
requirements
Understand & Produce
Identify need of user
specify the design
centered design
context of use solutions
Evaluate
design
against
requirements
System meets speciïŹed functional,
user & organizational requirements
22. 3D METHOD
Dave Gray (2008) 3D: http://www.davegrayinfo.com/2008/03/31/3d-a-model-for-learning-and-improvement/
24. DIFFERENT APPROACHES?
IDEO Inspiration Ideation Implementation
XPLANE Discover Concept Design Do
CHESKIN Envision Explore Create Inspire Express
CONIFER Research Catalog Synthesis Insights
COOPER Research Modeling, Scenarios Framework Design Communicate
FROG Discover Design Deliver
FITCH Discover DeïŹne Design Do
N MELVILLE Explore Discover Concept & Design Implement & Assess
Stephanie Gioia (2011) http://www.visualmba.info.
25. â
The great teams never talked about process.
If youâre getting something,
youâve got some kind of process.
When you formalize that process, thatâs a methodology.
When that hardens, youâve got a dogma.
Jared Spool
â
27. observe observe
dot
LOOP
dot
LOOP
do think do think
Iterative Complex systems
28. observe
dot
observe
dot
dot
LOOP
LOOP
do think
do LOOP think
29. 1. Identify a
DOT Loop
Think about the latest
social project you did.
Do
Try identifying which Observe
DOT Loop you worked
Think
to enable for the client.
36. Motivations
Behaviours PROPERTIES
OF THE MIND
Perceptions
HUMAN BEINGS
Ergonomy
Movement PROPERTIES
OF THE BODY
Biology
37. â
Men in general judge more
from appearances than from reality.
All men have eyes, but few have
the gift of penetration.
NiccolĂČ Machiavelli
â
64. 2. Relational
Motivations
Given the DOT Loop
from before, try to
identify which Competition
Relational Motivations Excellence
are driving its social Curiosity
dynamics.
Affection
71. RELATIONS
In Friendfeed thereâs an
excellent feature that
shows you the messages
where your friend
answered or liked.
This works on the
Curiosity motivation.
72. RELATIONS
The Like button has a
very clever design that
highlight your
relationships: wherever
you are on the web,
seeing the face of a
friend of yours there is
incredibly reassuring.
This works on the
Affection motivation.
73. IDENTITY
Might be surprising, but
the old MySpace
excelled in something:
identity.
The high degree of
customization, allowed by
a workaround, triggered
an incredible level of self-
expression (with all its
consequences).
This works on the
Excellence motivation.
74. IDENTITY
Twitter has one of the
best identity expression
feature around for
simplicity and efïŹciency:
the custom background
changes completely the
page look and feel.
This works on the
Excellence motivation.
75. IDENTITY
Many games put a lot of
emphasis on identity,
think for example about
World of Warcraft and
Second Life.
This works on the
Excellence motivation.
76. COMMUNICATION
Another strong element
of Twitter is its focus on
communication, in
particular broadcast
communication.
This works on the
Curiosity motivation.
77. COMMUNICATION
Often ignored, instant
messaging systems are
incredibly powerful social
networks focused on
communication. Skype is
an excellent example of
this, allowing multiple
types of communication
in one.
This works on the
Curiosity motivation.
78. EMERGENCE OF GROUPS
Another feature of Skype
that is so simple itâs
almost not noticed is itâs
ability to create groups
on the ïŹy. You need to
talk with a couple of
friend right now? Create
a chat ad hoc with a
couple of clicks, done!
This works on the
Affection motivation.
79. EMERGENCE OF GROUPS
The king here today is
Google+, even if with the
Circles concept it has a
very speciïŹc
interpretation of group.
This works on the
Affection motivation.
80. EMERGENCE OF GROUPS
Facebook has
introduced a very
interesting feature as
well: dynamic groups.
This works on the
Affection motivation.
84. 3. Social
Usability
Take the Relational
Motivation you deïŹned
Relations
before and think what Identity
kind of social usability Communication
hook it could use. Emergence of Groups
85. Social Usability
open the road
Relational Motivations
gives direction
Photo by 49937157@N03
92. Do Competition Relations
Observe Excellence Identity
Think Curiosity Communication
Affection Emergence of Groups
93. â
To complicate is easy, to simplify is hard.
To complicate, just add,
everyone is able to complicate.
Few are able to simplify.
Bruno Munari
â