Go With The Flow Designing Social Experiences erin malone :: web visions 2010
Go With the Flow :: Web Visions 2010, May20
Jan 28, 2015
Go With the Flow talk given May 20, 2010. Covers user flows for engagement and onboarding and bridging real life.
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Transcript
Go With The Flow
Designing Social Experiences
erin malone :: web visions 2010
A little about me: erin malone
@emalone
A little about me: erin malone
@emalone
A little about me: erin malone
@emalone
Agenda
Engaging & Onboarding
Bridging Real Life
flow: To move or run smoothly with unbroken continuity, as in the manner characteristic of a fluid.
To exhibit a smooth or graceful continuity
Engaging & Onboarding
The new user spiral
Initial Exposure
Education“The Sell”
Registration
Onboarding
First TimeUser Experience
Second TimeUser Experience
Third TimeUser Experience
The PassionateUser
Viral SpreadInitial Exposure
Registration
Education“The Sell”
The Usage Lifecycle
diagram Joshua PorterDesigning the Social Web bokardo.com
First Awareness
Awareness
News articles,facebook and twittershares
Directinvitation
Optimizing email invitations
Good: Uses full name for better recognition
Bad: Erin who?
Good: Uses name in From
Bad: From is a company,could be !ltered as SPAM
Optimizing email invitations
Good: Uses name in From
Good: Uses photos to show familiarity and that this is not from a stranger
Good: Large call to action button
Education“The Sell”
Homepage - try before you buy
Homepage with large call to action
Anatomy of a Landing Page
Far far away, behind the word mountains, far from the countries Vokalia and
Header
Awesome
feature highlight
could rotate or be different for
different users
Sign In
Call to Action
Take a Tour
Secondary cool
feature
Feature Grid
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Footer
Call to Action
Far far away, behind the word mountains, far from the countries Vokalia and
Far far away, behind the word mountains, far from the countries Vokalia and
Main feature points
Anatomy of a Landing Page
Far far away, behind the word mountains, far from the countries Vokalia and
Header
Awesome
feature highlight
could rotate or be different for
different users
Sign In
Call to Action
Take a Tour
Secondary cool
feature
Feature Grid
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Footer
Call to Action
Far far away, behind the word mountains, far from the countries Vokalia and
Far far away, behind the word mountains, far from the countries Vokalia and
Main feature points
Anatomy of a Landing Page
Far far away, behind the word mountains, far from the countries Vokalia and
Header
Awesome
feature highlight
could rotate or be different for
different users
Sign In
Call to Action
Take a Tour
Secondary cool
feature
Feature Grid
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Footer
Call to Action
Far far away, behind the word mountains, far from the countries Vokalia and
Far far away, behind the word mountains, far from the countries Vokalia and
Main feature points
Anatomy of a Landing Page
Far far away, behind the word mountains, far from the countries Vokalia and
Header
Awesome
feature highlight
could rotate or be different for
different users
Sign In
Call to Action
Take a Tour
Secondary cool
feature
Feature Grid
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Footer
Call to Action
Far far away, behind the word mountains, far from the countries Vokalia and
Far far away, behind the word mountains, far from the countries Vokalia and
Main feature points
Anatomy of a Landing Page
Far far away, behind the word mountains, far from the countries Vokalia and
Header
Awesome
feature highlight
could rotate or be different for
different users
Sign In
Call to Action
Take a Tour
Secondary cool
feature
Feature Grid
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Footer
Call to Action
Far far away, behind the word mountains, far from the countries Vokalia and
Far far away, behind the word mountains, far from the countries Vokalia and
Main feature points
Anatomy of a Landing Page
Far far away, behind the word mountains, far from the countries Vokalia and
Header
Awesome
feature highlight
could rotate or be different for
different users
Sign In
Call to Action
Take a Tour
Secondary cool
feature
Feature Grid
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Footer
Call to Action
Far far away, behind the word mountains, far from the countries Vokalia and
Far far away, behind the word mountains, far from the countries Vokalia and
Main feature points
Anatomy of a Landing Page
Far far away, behind the word mountains, far from the countries Vokalia and
Header
Awesome
feature highlight
could rotate or be different for
different users
Sign In
Call to Action
Take a Tour
Secondary cool
feature
Feature Grid
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Footer
Call to Action
Far far away, behind the word mountains, far from the countries Vokalia and
Far far away, behind the word mountains, far from the countries Vokalia and
Main feature points
Anatomy of a Landing Page
Far far away, behind the word mountains, far from the countries Vokalia and
Header
Awesome
feature highlight
could rotate or be different for
different users
Sign In
Call to Action
Take a Tour
Secondary cool
feature
Feature Grid
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Footer
Call to Action
Far far away, behind the word mountains, far from the countries Vokalia and
Far far away, behind the word mountains, far from the countries Vokalia and
Main feature points
Anatomy of a Landing Page
Far far away, behind the word mountains, far from the countries Vokalia and
Header
Awesome
feature highlight
could rotate or be different for
different users
Sign In
Call to Action
Take a Tour
Secondary cool
feature
Feature Grid
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Feature X X X X
Footer
Call to Action
Far far away, behind the word mountains, far from the countries Vokalia and
Far far away, behind the word mountains, far from the countries Vokalia and
Main feature points
Landing Page
Landing Page
Registration
Could be as simple as no sign up
Could be as simple as no sign up
Making it fun - DJ name
Making it fun - DJ name
Keep it simple - 1. 2. 3.
123
Start the activities as part of the sign up process
Start the activities as part of the sign up process
Keep it simple - assign it to someone else
Keep it simple - assign it to someone else
Onboarding
Ease in to the breadth. Offer one or two things to do
Ease in to the breadth. Offer one or two things to do
Build something as part of the sign up process
This list looks scary
The easiest activity is offered first
The easiest activity is offered first
Suggest a list. One item is already crossed off.
Suggest a list. One item is already crossed off.
Offer a tour of what to do first
2nd visit: Reflect back and offer another activity
2nd visit: Reflect back and offer another activity
Re-engagement
Introduce new features
Introduce new features
Use social peer pressure - all the cool kids are here
Use social peer pressure - all the cool kids are here
Care and Feeding of the
Passionate
Feature people & contributions prominently
New questions to flesh out profile offered each visit
Badges, points & high reputation, reward use & quality
Both system generated & community awarded
Enter text hereBadges, points & high reputation, reward use & quality
Share and share alike
With some viral patterns totally stolen from a presentation by
Christina Wodtke
B=f(P,E)Behavior is a function of a
Person and his Environment
At hand
Tools for sharing are in prime real estate locations
Tools for sharing are in prime real estate locations
Tools for sharing are in prime real estate locations
Tools for sharing are in prime real estate locations
Enter text hereTools for inviting are in prime real estate locations
Enter text hereTools for inviting are in prime real estate locations
Frictionless
The default errs on the side of the most viral option
The default errs on the side of the most viral option
The default errs on the side of the most viral option
The default errs on the side of the most viral option
Impactful
broadcaster
consumer
Email this Network / Newsfeed
consumer
consumer
consumer
consumerconsumer
consumer
consumer
broadcaster
vs.
One to one
One to many
What’s your default?
Email this
Network / Newsfeed
Connectedness
Let users walk otherpeoples network to !nd people they know
Carefully consider your method to jumpstart connections
Build on someoneelse’s social graph
Make recommendations once you have a piece of data to pivot on, like work or school
A word about the Password Anti-Pattern
DON’T
The Password Anti-Pattern
iLike
Plaxo
The Password Anti-Pattern
iLike
Plaxo
Bridging Real Life
Bridging real life: User and activity flow
Dashboard of relevant events to me + network
Encourage membership
Show me what my network is doing & where
Use community created content to entice new users
Give tools for planning
Combine mapping, shared photos & data
Creation of events by participants can be private or public
Calendar picker, reminders and event broadcasting
Use location tools to expand event plans
Show RSVPs from group and network
Mobile versions for impromptu location meetups
Combine mobile with web
Aggregate community information per location
Give people control over what is broadcast
Provide reasons to come back
Event page becomes a record of the event
Dashboard showing past events
Records past events monthly
Record of achievements collected at website
Record of achievements collected at website
Personal stats dashboard
Compare my stats with others in my network
Conversations in forums, reviews & comments
Activity streams
Wrapup: Bridging real life activity flow
Wrapup: The new user spiral
Initial Exposure
Education“The Sell”
Registration
Onboarding
First TimeUser Experience
Second TimeUser Experience
Third TimeUser Experience
The PassionateUser
Viral SpreadInitial Exposure
Registration
Education“The Sell”
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