We’re connected. Now what? Turning Real Life Behaviors into Social Features. Some random thoughts from Stephen P. AndersonHumans are fascinating. And we do many curious things.1.Find a partner. 2.Identify 5 interesting social behaviorsThoughts?Making good human observations is difficult, for some (many?) of us.I’m a Designer.How do you create a web app or site that truly delights people?Meaningful Pleasurable Convenient Usable Reliable Functional (Useful) Focused on Experiences (People, Activities, Context) Focused on Tasks (Products, Features) SUBJECTIVE /QUALITATIVE OBJECTIVE /QUANTIFIABLE Has personal significance Memorable experience worth sharing Super easy to use, works like I think Can be used without difficulty Is available and accurate Works as programmed THIS IS THE “CHASM” THAT IS REALLY, REALLY HARD FOR ORGANIZATIONS TO CROSSMeaningful Pleasurable Convenient Has personal significance Memorable experience worth sharing Super easy to use, works like I think THIS IS THE HARD FOMeaningful Pleasurable Convenient Has personal significance Memorable experience worth sharing Super easy to use, works like I think THIS IS THE HARD FO Less about design as outcome (UI) More about design features that tap into human behaviors, beliefs, and motivationst o p i c : Real-world observations about activities, behaviors, and motivations are the BEST source of inspiration for new social media features.“rewards /levels” http://headrush.typepad.com/creating_passionate_users/2005/01/crafting_a_user.htmlqwogfn The best social media features/sites are rooted in natural human behaviorsIs this going to be a Presentation? ‘DUH!’Not only do I think it is an interesting topic, but I think it is the *only* topic. Turning real life behaviors into social features is what this is all about. Joshua Porter www.bokardo.comWhy? These are powerful motivators. We learn how to do NEW things based on what we already know. These observations provide a broad platform for product extensions and business innovation.Big Ideas, 2003.(c. 2003) Building A Social Network“friendster + craigslist + everyone’s connected”“friendster + craigslist + everyone’s connected” A COMMON (AND RESTRICTIVE) APPROACH TO PRODUCT DEVELOPMENT“friendster + craigslist + everyone’s connected” A COMMON (AND RESTRICTIVE) APPROACH TO PRODUCT DEVELOPMENT we proceeded a bit differently...“commotion” http://flickr.com/photos/rinux/155534540/“commotion”“access: window shopping” http://flickr.com/photos/bjenright/482234869/“access: visiting” http://flickr.com/photos/acidcookie/261808430/“identity” http://flickr.com/photos/distinguish/98517600/“first impressions”“self-disclosure”http://flickr.com/photos/powerbooktrance/266525506/http://flickr.com/photos/georgholzer/739686652/http://flickr.com/photos/joshb/189568624/“self-expression” http://flickr.com/photos/modern_nomad/1353171324/http://flickr.com/photos/janekm/217200767/http://flickr.com/photos/ksawyer/449093831/http://search.creativecommons.org/?q=window+shopping&sourceid=Mozilla-search# “advertising as non-intrusive”http://search.creativecommons.org/?q=window+shopping&sourceid=Mozilla-search# “advertising as non-intrusive”http://flickr.com/photos/thevoicewithin/1276763134/“advertising as non-intrusive”We captured ‘6 Big Ideas’ Big Idea #1 Self-Expression as a core part of the brand identity Big Idea #2 Quality vs Quantity as a differentiated brand attribute(idea of Link or Network Strength) Big Idea #3 Advertising as non-intrusive (advertisers get a profile, like everyone else) Big Idea #4 “Profiles” – not just for individuals Big Idea #5 Visitors having a large degree of access to the site (as opposed to a managed tour of the site) Big Idea #6 “Commotion” related to behavior/high-interest activitiesWe captured ‘6 Big Ideas’ Big Idea #1 Self-Expression as a core part of the brand identity Big Idea #2 Quality vs Quantity as a differentiated brand attribute(idea of Link or Network Strength) Big Idea #3 Advertising as non-intrusive (advertisers get a profile, like everyone else) Big Idea #4 “Profiles” – not just for individuals Big Idea #5 Visitors having a large degree of access to the site (as opposed to a managed tour of the site) Big Idea #6 “Commotion” related to behavior/high-interest activities 1. specific enough to keep you focused We captured ‘6 Big Ideas’ Big Idea #1 Self-Expression as a core part of the brand identity Big Idea #2 Quality vs Quantity as a differentiated brand attribute(idea of Link or Network Strength) Big Idea #3 Advertising as non-intrusive (advertisers get a profile, like everyone else) Big Idea #4 “Profiles” – not just for individuals Big Idea #5 Visitors having a large degree of access to the site (as opposed to a managed tour of the site) Big Idea #6 “Commotion” related to behavior/high-interest activities 1. specific enough to keep you focused 2. general enough that you could imagine features from these ideas for years to comeWe captured ‘6 Big Ideas’ Big Idea #1 Self-Expression as a core part of the brand identity Big Idea #2 Quality vs Quantity as a differentiated brand attribute(idea of Link or Network Strength) Big Idea #3 Advertising as non-intrusive (advertisers get a profile, like everyone else) Big Idea #4 “Profiles” – not just for individuals Big Idea #5 Visitors having a large degree of access to the site (as opposed to a managed tour of the site) Big Idea #6 “Commotion” related to behavior/high-interest activities 1. specific enough to keep you focused But more importantly, 2. general enough that you could imagine features from these ideas for years to comeWe captured ‘6 Big Ideas’ Big Idea #1 Self-Expression as a core part of the brand identity Big Idea #2 Quality vs Quantity as a differentiated brand attribute(idea of Link or Network Strength) Big Idea #3 Advertising as non-intrusive (advertisers get a profile, like everyone else) Big Idea #4 “Profiles” – not just for individuals Big Idea #5 Visitors having a large degree of access to the site (as opposed to a managed tour of the site) Big Idea #6 “Commotion” related to behavior/high-interest activities 1. specific enough to keep you focused 3. rooted in real-world human behaviors But more importantly, 2. general enough that you could imagine features from these ideas for years to comeWe captured ‘6 Big Ideas’ Big Idea #1 Self-Expression as a core part of the brand identity Big Idea #2 Quality vs Quantity as a differentiated brand attribute(idea of Link or Network Strength) Big Idea #3 Advertising as non-intrusive (advertisers get a profile, like everyone else) Big Idea #4 “Profiles” – not just for individuals Big Idea #5 Visitors having a large degree of access to the site (as opposed to a managed tour of the site) Big Idea #6 “Commotion” related to behavior/high-interest activities 1. specific enough to keep you focused 3. rooted in real-world human behaviors But more importantly, 2. general enough that you could imagine features from these ideas for years to come 4. provided a original vision for the companyIdeas, realized“self-expression” aesthetic functionalWhich one are you more likely to view? Why?“commotion”“exclusivity”“levels”“recognition”“recognition”“curiosity”“narrative”“narrative”“narrative”“prizes /collections” http://flickr.com/photos/larina/160827981/Ideas, PLanned.Search Results Search Input Typical Search Engine:Search Input Searching with Viewzi View Mix Search Results Search Input Typical Search Engine:Search Input Searching with Viewzi View Mix Search Results Search Input Typical Search Engine:Search Input Searching with Viewzi View Mix Search Results Results View Search Input Typical Search Engine:Search Input Searching with Viewzi View Mix Search Results Results View Results View Results View Results View Search Input Typical Search Engine:serendipity, curiosity, recognition, and more!Big Ideas, free for the taking.“network strength” http://flickr.com/photos/elevated/32694938/ME FRIEND Quantity: How many friends do you have? Quality: Tell me about this relationship?http://www.docuverse.com/blog/-/alias/donpark/6080f857-4784-4679-8e41-c6881ed933ceFRIEND FRIEND FRIEND FRIEND ME FRIEND FRIEND FRIEND FRIEND What about... strength of friendship shared interests likes/dislikes frequency of communication different circles of friends friends vs followers etc.FRIEND FRIEND FRIEND FRIEND ME FRIEND FRIEND FRIEND FRIEND What about... strength of friendship shared interests likes/dislikes frequency of communication different circles of friends friends vs followers etc. How do we cultivate deep friendships online?Other ideas, even more vague...“serendipity” http://flickr.com/photos/chuckbiscuito/1553684530/“social shopping” http://flickr.com/photos/xiaming/79139461/play, as a way of making friends? http://flickr.com/photos/christopherl/133532431/features based on personality types?Full Circle ‘round1.Get with your partner. 2.Convert 1 of your identified observations into an online feature...Now What?qwogfn The best social media features/sites are rooted in natural human behaviors5 Sources of Observations:human behaviorobservations on Any books that make ChildrenPsychology Bounded Rationality Buffer effect of Social Support Bystander effect -C -Cannon-Bard Theory of Emotion Cautious Shift see Risky Shift Phenomenon Central Route see Elaboration Likelihood Certainty Effect Charismatic Terms see Ultimate Terms Choice Shift see Risky Shift Phenomenon Choice-supportive bias Choice Theory see Control Theory Classical Conditioning Clustering Illusion Coercion Cognitive Appraisal Theories of Emotion Cognitive Dissonance Cognitive Evalution Theory Commitment Communication Accommodation Theory Compensation Confirmation Bias Conjunction Fallacy Consistency Theory Constructivism Contact Hypothesis Control Theory http://bokardo.com/archives/psychology-of-social-design-talk/‘fish out of water’ movies (no, seriously!)(and of course, observation) http://flickr.com/photos/saturnism/132805092/TAKEAWAY...? 1. Identify the existing activity, behavior, or motivation 2. Ask "is this already being supported in software"? 3. If it is supported, assess how well it is being supported and look for holes. 4. If not supported, ask "Can it be?". 5. If it can, or you think it can, build it. Thanks, Joshua! www.bokardo.com (Joshua Porter shared these thoughts with me via email)Thanks!􀁴􀁵􀁦􀁱􀁩􀁦􀁯􀁁􀁱􀁰􀁦􀁵􀁱􀁢􀁪􀁯􀁵􀁦􀁳􀀯􀁤􀁰􀁮 MY PERSONAL SITE ME THE BEST WAY TO REACH ME Stephen P. Anderson /www.poetpainter.com