Where do you get inspiration for online social features? One approach is to copy or offer a variation on something someone else has already created. But this approach lacks vision and often results in ‘me-too’ applications. A better approach is to look at real-world social interactions, and then translate these into online social features. And where better to observe these interactions than someplace like the mall, college campus, or conference?
We’ll spend the first half of this presentation looking at some different ways that natural human and social behaviors have guided product development— and ‘filled the well’ with original new feature requests. Then, we’ll apply this approach in a workshop type environment to generate some of our own innovative social media ideas.
4. mallp
S u
Gro vity
Acti
`
think about meeting new people, how friendships
are formed, group dynamics, stories we create, how
opinions are formed, how we respond to different
environments, what we expect in different contexts,
what earns respect, things we value, things we
frown upon, why we act certain ways, etc.
8. do you
How e a web
cr eat te that
or si
a pp de lig hts
tr uly ple?
peo
9. SUBJECTIVE / QUALITATIVE
Focused on
Experiences
(People, Activities, Context)
Meaningful
Has personal significance
Pleasurable
Memorable experience worth sharing
Convenient THIS IS THE “CHASM” THAT IS REALLY, REALLY
HARD FOR ORGANIZATIONS TO CROSS
Super easy to use, works like I think
Usable
Can be used without difficulty
Reliable
Is available and accurate
Functional (Useful)
Works as programmed
Focused on
Tasks
(Products, Features)
OBJECTIVE / QUANTIFIABLE
10. Meaningful
Has personal significance
Pleasurable
Memorable experience worth sharing
Convenient THIS IS THE
HARD F
11. Less about design as outcome (UI)
More about design features that tap into
Meaningful motivations
human behaviors, beliefs, and
Has personal significance
Pleasurable
Memorable experience worth sharing
Convenient THIS IS THE
HARD F
12. topic:
Real-world observations about
activities, behaviors, and motivations
are the BEST source of inspiration for
new social media features.
17. 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.com
18. Why?
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.
35. 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
36. 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
37. 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
2. general enough that you could imagine
Big Idea #2 Quality vs Quantity as a differentiated brand attribute
features from these ideas for years to come
(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
38. 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
2. general enough that you could imagine
Big Idea #2 Quality vs Quantity as a differentiated brand attribute
features from these ideas for years to come
(idea of Link or Network Strength)
Big Idea #3 Advertising as non-intrusive
(advertisers get a profile, like everyone else)
But more importantly,
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
39. 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
2. general enough that you could imagine
Big Idea #2 Quality vs Quantity as a differentiated brand attribute
features from these ideas for years to come
(idea of Link or Network Strength)
Big Idea #3 Advertising as non-intrusive
(advertisers get a profile, like everyone else)
But more importantly,
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)
3. rooted in real-world human behaviors
Big Idea #6 “Commotion” related to behavior/high-interest activities
40. 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
2. general enough that you could imagine
Big Idea #2 Quality vs Quantity as a differentiated brand attribute
features from these ideas for years to come
(idea of Link or Network Strength)
Big Idea #3 Advertising as non-intrusive
(advertisers get a profile, like everyone else)
But more importantly,
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)
3. rooted in real-world human behaviors
Big Idea #6 “Commotion” related to behavior/high-interest activities
4. provided a original vision for the company
70. RIEND FRIEND
What about...
FRIEND
strength of friendship
shared interests
likes/dislikes
frequency of communication
different circles of friends
ME FRIEND
friends vs followers
etc.
D FRIEND
FRIEND
71. RIEND FRIEND
What about...
FRIEND
strength of friendship
shared interests
likes/dislikes
frequency of communication
different circles of friends
ME FRIEND
friends vs followers
etc.
How do we cultivate deep
D FRIEND
friendships online?
FRIEND
85. Bounded Rationality
Buffer effect of Social Support
Bystander effect
-C-
Cannon-Bard Theory of Emotion
Phenome
Cautious Shift see Risky Shift
Likelihoo
Central Route see Elaboration
Certainty Effect
Terms
Charismatic Terms see Ultimate
enomen
Choice Shift see Risky Shift Ph
Choice-supportive bias
y
http://bokardo.com/archives/psychology-of-social-design-talk/ Choice Theory see Control Theor
Classical Conditioning
Clustering Illusion
Coercion
Emoti
Cognitive Appraisal Theories of
Psychology Cognitive Dissonance
Cognitive Evalution Theory
Commitment
Communication Accommodation
The
Compensation
Confirmation Bias
Conjunction Fallacy
Consistency Theory
Constructivism
Contact Hypothesis
Control Theory
87. (and of course, observation)
http://flickr.com/photos/saturnism/132805092/
88. TAKEAWAY...?
1. Identify the existing activity,
behavior, or motivation
2. Ask quot;is this already being supported
in softwarequot;?
3. If it is supported, assess how well it
is being supported and look for
holes.
4. If not supported, ask quot;Can it be?quot;.
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)