1. Social Business Summit London 2012
Designing Motivation for Social Experiences

2. @Folletto

3. Design
Technology Psychology
HYBRID PROFESSIONAL

4. By Dan Saffer

5. People still talking about
the "productive vs delightful" split
don't have a clue about
the human mind.
Delightful makes things
more productive.

6. What is beautiful is usable
Tractinsky, Katz, Ikar (2000)

7. “ This credibility study
showed that people rarely
used rigorous criteria
when evaluating
credibility […] the
average consumer paid
far more attention to the
superficial aspects of a
site, such as visual cues,
than to its content.”
How Do People Evaluate a Web Site’s Credibility?
Fogg, Sohoo, Danielson, Marable, Stanford, Tauber (2002)

8. Men in general judge more from
appearances than from reality.
All men have eyes, but
few have the gift of penetration.
Niccolò Machiavelli

9. “ Emotion, feeling and
biological regulation all
play a role in human
reason.”
Descartes' Error
Antonio Damasio (1994)

10. Useful is not enough.
Functional is not enough.
Working is not enough.
Usable is not enough.

11. Human.

12. Person & Professionist

13. Behaviour.

14. THE THE THE
FOUNDATION OPENING EXECUTION

15. THE
FOUNDATION

16. If I’d asked people
what they wanted,
they’d have asked
for a faster horse.
Attributed to Henry Ford

17. Why?

18. Why do you
need a faster
horse?

19. Back to the
NEEDS

21. Extrinsic vs Intrinsic
Motivations

22. Extrinsic Intrinsic
‣ Money reward ‣ Peer appreciation
‣ Prizes ‣ Passion
‣ Boosts repetitive tasks ‣ Boosts creativity

23. Intrinsic Motivations:
Relational Motivations

24. Four Relational Motivations

25. Competition

26. To promote competition highlight
relevant metrics & allow comparison.

27. Excellence

28. To promote excellence make people
and their work emerge.
Photo by charlottemarillet

29. Curiosity

30. To promote curiosity create stories,
paths, and connect content together.
Photo by yorkjason

31. Affection

32. To promote affection link shared values,
be transparent, use a human voice.
Photo by gagilas

33. MOTIVATIONAL DIAMOND
Competition
Affection Excellence
Curiosity

34. MOTIVATIONAL DIAMOND
Facebook
Competition
Affection Excellence
Curiosity

35. MOTIVATIONAL DIAMOND
Facebook with Farmville
Competition
Affection Excellence
Curiosity

36. MOTIVATIONAL DIAMOND
Twitter
Competition
Affection Excellence
Curiosity

37. MOTIVATIONAL DIAMOND
Pinterest
Competition
Affection Excellence
Curiosity

38. MOTIVATIONAL DIAMOND
Participle
Competition
Affection Excellence
Curiosity

39. THE
OPENING

40. Resistance
to Change
@solarflare

41. This is the solution
to your problems.
Which problems?

42. 1 2 3
Resistance to change Make the issue explicit Accept to change

43. This is why
bottom-up works.

44. THE
EXECUTION

45. Objectification

46. Nudge

47. Feedback loop

48. SMALL INCREMENTAL STEPS

49. Playful design
(Gamification)

50. Lead by Example

51. Be water my friend.
Bruce Lee

52. Give a new thing, herald it as “mission critical”
+ Don’t give time to use it
= Contradictory signal

53. It doesn’t matter if it’s useful, if it’s not accepted.

54. FOUNDATION: OPENING: EXECUTION:
MOTIVATION ACCEPTANCE DESIGN

55. To complicate is easy,
to simplify is hard.
To complicate, just add,
everyone is able to complicate.
Few are able to simplify.
Bruno Munari

56. Thank you.