Designing motivation for social experiences sbs

Social Business Summit London 2012Designing Motivation for Social Experiences

@Folletto

PsychologyTechnology

Design

HYBRID PROFESSIONAL

By Dan Saffer

People still talking about the "productive vs delightful" split don't have a clue about the human mind.

Delightful makes thingsmore productive.

What is beautiful is usableTractinsky, Katz, Ikar (2000)

How Do People Evaluate a Web Site’s Credibility?Fogg, Sohoo, Danielson, Marable, Stanford, Tauber (2002)

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.”

“

Niccolò Machiavelli

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

Descartes' ErrorAntonio Damasio (1994)

Emotion, feeling and biological regulation all play a role in human reason.”

“

Useful is not enough.Functional is not enough.

Working is not enough.Usable is not enough.

Human.

Person Professionist&

Behaviour.

THEOPENING

THEFOUNDATION

THEEXECUTION

THEFOUNDATION

Attributed to Henry Ford

If I’d asked peoplewhat they wanted,they’d have askedfor a faster horse.

Why?

Why do you need a faster

horse?

Back to theNEEDS

Extrinsic vs Intrinsic Motivations

Extrinsic Intrinsic‣ Money reward‣ Prizes‣ Boosts repetitive tasks

‣ Peer appreciation‣ Passion‣ Boosts creativity

Intrinsic Motivations:Relational Motivations

Four Relational Motivations

Competition

To promote competition highlight relevant metrics & allow comparison.

Excellence

Photo by charlottemarillet

To promote excellence make people and their work emerge.

Curiosity

Photo by yorkjason

To promote curiosity create stories, paths, and connect content together.

Affection

Photo by gagilas

To promote affection link shared values, be transparent, use a human voice.

Competition

Curiosity

ExcellenceAffection

MOTIVATIONAL DIAMOND

Competition

Curiosity

ExcellenceAffection

MOTIVATIONAL DIAMOND

Facebook

Competition

Curiosity

ExcellenceAffection

MOTIVATIONAL DIAMOND

Facebook with Farmville

Competition

Curiosity

ExcellenceAffection

MOTIVATIONAL DIAMOND

Twitter

Competition

Curiosity

ExcellenceAffection

MOTIVATIONAL DIAMOND

Pinterest

Competition

Curiosity

ExcellenceAffection

MOTIVATIONAL DIAMOND

Participle

THEOPENING

@solarflare

Resistanceto Change

Which problems?

This is the solution to your problems.

Resistance to change Accept to changeMake the issue explicit

1 2 3

This is whybottom-up works.

THEEXECUTION

Objectification

Nudge

Feedback loop

SMALL INCREMENTAL STEPS

Playful design(Gamification)

Lead by Example

Bruce Lee

Be water my friend.

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

= Contradictory signal

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

OPENING:ACCEPTANCE

FOUNDATION:MOTIVATION

EXECUTION:DESIGN

Bruno Munari

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

Thank you.