designing motivation for social experiences sbs
TRANSCRIPT
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
Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMOND
Facebook with Farmville
Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMOND
Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMOND
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.