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The unstoppable coming

of Social Usability

Gianandrea Giacoma & Davide ‘Folletto’ Casali

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unstoppable?!?

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...ok, we have exaggerated, but...

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Everything is social.

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...even if you don’t think about it

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...even if you don’t think about it

...even if you don’t want it

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...even if you don’t think about it

...even if you don’t want it

...even if it doesn’t seem

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The walkmanDesigned to isolate oneself,

used to connect people.

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A personal toolused to create text... to be shared.

Word

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Designed to divide,

it’s a meeting point for teenagers.

The wall

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Positive

I want social

dynamics

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Negative

I want to avoid

social dynamics

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how does it happen?

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Learnability

Efficiency

Memorability

Errors

Satisfaction

USABILITY

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USABILITY

SOCIAL

USABILITYInterpersonal Relations

Identity

Communication

Group Emergence

Learnability

Efficiency

Memorability

Errors

Satisfaction

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Interpersonal Relations

Identity

Communication

Group Emergence

How easy is it to find other people?How easy is it to connect to other people?

How easy is it to keep those connections active?

How relevant are those connections?

SOCIAL

USABILITY

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SOCIAL

USABILITYHow rich is one’s personal identity expression?

How much are interests and passions expressed?

How much are personal distinctive traits shown?

How much is privacy management detailed?

Interpersonal Relations

Identity

Communication

Group Emergence

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SOCIAL

USABILITY

How fast can a message reach the other person?

How many messages can one handle efficiently?How easy is it to handle conversations (1-to-1, 1-

to-some, 1-to-many)?

Interpersonal Relations

Identity

Communication

Group Emergence

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SOCIAL

USABILITY

How easy is it to create groups?

How active are groups once estabilished?

How long do they last?

How much is it important to be part of a group?

Interpersonal Relations

Identity

Communication

Group Emergence

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How can I analyze it?How can I evaluate it?

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User tests(you would have never guessed it, uh?)

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let’s see it in action!

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Who does itbetter?

1. Interpersonal Relations

2. Identity3. Communcation

4. Group Emergence

MySpace Facebook

?

PROFILE PAGE PROFILE PAGE

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Who does itbetter?

1. Interpersonal Relations

2. Identity3. Communcation

4. Group Emergence

MySpace Facebook

MySpace

PROFILE PAGE PROFILE PAGE

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Who does itbetter?

1. Interpersonal Relations

2. Identity3. Communcation

4. Group Emergence

MySpace Facebook

?

WHOLE SITE WHOLE SITE

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Who does itbetter?

1. Interpersonal Relations

2. Identity3. Communcation

4. Group Emergence

MySpace Facebook

Facebook

WHOLE SITE WHOLE SITE

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Who does itbetter?

1. Interpersonal Relations

2. Identity3. Communcation

4. Group Emergence

FriendFeed Facebook

?

HOME HOME

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Who does itbetter?

1. Interpersonal Relations

2. Identity3. Communcation

4. Group Emergence

FriendFeed Facebook

FriendFeed

HOME HOME

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Who does itbetter?

1. Interpersonal Relations

2. Identity3. Communcation

4. Group Emergence

LinkedIn Google Wave

?

WHOLE SITE WHOLE SITE

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Who does itbetter?

1. Interpersonal Relations

2. Identity3. Communcation

4. Group Emergence

LinkedIn Google Wave

Google Wave

WHOLE SITE WHOLE SITE

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Who does itbetter?

1. Interpersonal Relations

2. Identity3. Communcation

4. Group Emergence

Flickr DeviantArt

?

WHOLE SITE WHOLE SITE

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Who does itbetter?

1. Interpersonal Relations

2. Identity3. Communcation

4. Group Emergence

Twitter Jaiku

?

PROFILE PAGE PROFILE PAGE

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Who does itbetter?

1. Interpersonal Relations

2. Identity3. Communcation

4. Group Emergence

Twitter Jaiku

Twitter

PROFILE PAGE PROFILE PAGE

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interestingly enough...

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an avatar isn’t just an avatar

World of Warcraft Second Life

same digital artifact

different psychosocial impact

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is something missing?

Person

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Person

Socially-enabled system

Person

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SocialUsability

Person

Socially-enabled system

Social Usability

connects the personto a system with

social dynamics.

Person

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Social

Usability?

Person

Socially-enabled system

Alone, it isn’t

enough: people

socialize, but why?

Person

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Social

Usability

Relational

Motivations

Person

Socially-enabled system

We need the

people’s

motivation.

Person

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Social

Usability

Relational

Motivations

Person

Socially-enabled system

Functional

Needs

CircadianActivity

Flow

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Motivational Design

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what do you think?

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Gianandrea Giacoma

Davide Casali

ibridazioni.com

@ibridazionigianandrea.giacoma@gmail.com

intenseminimalism.com

@folletto

folletto@gmail.com

World Usability DayMilan, 13 novembre 2009

worldusabilityday.org