Transcript
Designing Social media
IntroductionDenis Gillet & Adrian Holzer
The copyright of images belong to their authors. I will remove them on demand. Contact me at adrian.holzer@epfl.ch
The rise of the social
web
Chapter 1
“The Web is more a social creation than a technical one. I designed it for a social effect - to help people work together - and not as a technical toy.”
[Tim Berners-Lee]
The amazon effect
Thanks for joining this usability study
Hello, sure!
Go to CircuitCity to buy a camera
Can I go to Amazon first?
No, it’s not allowed
Why do you want to go there?
I always go to Amazon first I love it
To research products
Even if you don’t plan to buy it there?
Of course !!
Huh ?!?!?
customer reviews
There are often 4000 pixels before the most magnetic content...
Information from manufacturers are de facto biased
Information from customers are a priori independent
Assumptions at play
This ”truth” is simply an aggregation of social interactions of people like you and me
Customer reviews provide the Truth
Social Designis the conception, planning, and production of web sites and applications that support social interaction
We’ve barely seen the tip of the iceberg when it comes to designing social software
Because
Social software is accelerating
Humans are innately social
Social software is a forced moveyesyes
Humans are innately social
Interact for almost
everything Organize in groupsBelong to
many groups
People influence each other
Groups influence people
Environment influences people
Software interface is part of the environment
It also influences the behavior
If an action is available, you can perform it
If an action is not available, you can’t
So are designers in full control ?
Nope, designing an interface that triggers a desired behavior is a huge challenge
Too confined people won’t
use it
Too flexible people won’t know how to
use it
Sweet spot supports
individuals and their groups
Thus, the challenge is to design interfaces that support current and desired social behavior of people who use them
Just as humans are social, so our software must be as well
yes
yes
Social software is a forced move
Relying on social networks is how the vast majority of decisions are made
votingshoppingeating
readingcomputingdriving
Living in the Information age is like drinking from the firehose
Also, we have to overcome the unacceptable ad bias
Wealth of information means scarcity of
Attention
We must allocate our attention efficiently
We need to find trusted sources to help us filter information
Social software allows us to filter the quantity and the quality of information by focusing our attention on people like us and people we trust
Less quantity More quality
We don’t have a choice!
yes
yes
Social software is our only chance to filter information
Social software is accelerating
1960s - email
2011
Temporary Social Media
Over time, conversations evolved...
One-way conversation
Early static web
Two-way conversation
Early web apps with cookies and databases
Many-way conversation
Social web apps
The most popular web properties are social
[Ale
xa]
The current social software landscape
Conclusion
Social media growth is mind boggling
But only 35% of people are on the Internet so far
So social media is still in its infancy
The copyright of images belong to their authors. I will remove them on demand. Contact me at adrian.holzer@epfl.ch
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