designing online communities melissa koch sri international january 29, 2002
TRANSCRIPT
Designing Online Communities
Melissa Koch
SRI International
January 29, 2002
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Elements of a Web site
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More than the Elements
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Knowing Your UsersUnderstanding the users and their goals through interviews, focus groups, user testing, and ongoing online observation and interactions:
FacultyAdministrationStudents (prospective and current)Alumni
Understanding the university culture and subcultures
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Understanding Repeat VisitorsUser Lock-in
Network Effects
Community Elements
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User Lock-in Individual inputs his or her data and preferences
Data responds to individual’s actionsIndividual has made an investment
Switching costs - may be hard to transfer data
Examples -Microsoft Word, Palm Pilot, My Yahoo
Focus is on the individual, not the groupDriving force is functionality and features
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Network EffectsEach addition adds value to the entire network
Examples -Telephone, fax, email Member Databases
Driving force is the database; it grows in value over timeExamples - Knowledge Management tools, CILTKN, Amazon.com book reviews
Member RelationshipsDriving forces are the relationships and knowledge of individualsExamples - ThirdAge, Tapped In, clubs, professional organizations
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Online and Offline Community Elements
What are the similarities and differences?Differences:
Location no longer barrierUse diverse locations as a benefit (I.e. students collecting local data for shared data and learning.)Many-to-many truly possible with Internet medium
Similarities: What all human communities need to thrive…
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12 Principles of Civilization www.realcommunities.com
Purpose
Identity
Communication
Trust
Reputation
Groups
Environment
Boundaries
Governance
Exchange
History
Expression
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PurposeCommunity performs a necessary function for its members
Community provides tools that enable members to achieve their goals
Applications of Purpose
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IdentityMembers can identify each other and build relationshipsAnonymous but knownMember identity is information provided by the members and information generated by their actionsBoth context specific and integrated with site’s member profile
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GroupsMembers can form and disband groups and subgroupsGroups may have a project or specific tasksGroups may meet for socializingGroups can be private or publicGroups have an identity in the community
White Board
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TrustWithout Trust, a community cannot effectively functionTwo types of Trust:
Between members Between community organizers and members
Member verification of identityMembers reveal contact information
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Danger of Emphasizing One Over the Other
Focus on online, Internet’s unique capabilities only, looses the understanding of the social aspects that underlie all communitiesFocus on offline, neglects what the Internet can provide:
Physical location and to some degree time no longer limitationsDiverse locations are a benefit Many-to-many truly possible with Internet mediumbg
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Design StrategyBe aware of and capitalize on both on- and off-line
Take advantage of opportunities to supplement one with the other
Understand your user: Day in the Life scenario includes both online and offline goals, tasks, and needs.
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Suggested ReadingsHow To and WhyCommunity Building on the Web by Amy Jo KimHosting Web Communities by Cliff FigalloThe Design for Community: The Art of Connecting Real People in Virtual Places by Derek M. Powazek12 Principles of Civilization™ www.realcommunities.com
BusinessNet.gain by John Hagel and Arthur ArmstrongCrossing the Chasm by Geoffrey A. MooreWebonomics by Evan I. Schwartz
Psychology and SociologyThe Great Good Place by Ray OldenburgThe Virtual Community by Howard Rheingold www.rheingold.com/vc/book/Life on the Screen by Sherry TurkleThe Presentation of Self in Everyday Life by Erving GoffmanCommunities in Cyberspace edited by Marc Smith and Peter Kollock