Design for ongoing participation

Denis Gillet & Adrian Holzer

Design for Ongoing Participation

Chapter 5

The Usage Lifecycle

Return Visit

Emotional Attachment

Awareness

Unaware

Sign-Up

InterestedFirst use

Regular use

Passionate use

How ?More advertising ?

More features ?

More funding ?

More motivation ?✔

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✘

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Two parts1. Identify the right motivations

2. Create interfaces that support those motivations

Why do people participate?

Reputation Control

Uniqueness

Efficacy

Ownership

Reciprocity

Fun

Identity

Groups

Manage identity

Or else...

SPAM

Comment trolls

Gaming

Deception

Enable identity or else

Accounts

Simple Handleusername & email identifier

Full profileprofile picture avatarshort bio & demographicsfriends & group affiliationlikes / dislikes & activities

Profiles do not guarantee honesty

Has to fit the domain

Show what is happening

Loss of interest if information does not change quickly enough “profiles grow old fast”

SolutionsLifestreamComment wall

Status

Notifications

Watch out for Social Network Fade

Profiles must support an activity not be ends by themselves

Reputation Control

Uniqueness

Efficacy

Ownership

Reciprocity

Fun

Identity

Groups

Emphasize uniqueness

Movies For You

An experiment in uniqueness

MovieLens.org sent emails to participants

Those who received emails emphasizing uniqueness contributed more

Reputation Control

Uniqueness

Efficacy

Ownership

Reciprocity

Fun

Identity

Groups

Leverage reciprocity

Reputation Control

Uniqueness

Efficacy

Ownership

Reciprocity

Fun

Identity

Groups

Allow for reputation# of friends

# reviews written

Rating of reviews written

Quality of comments

Member since

Nice to have reputation

Crucial reputation

Reputation Control

Uniqueness

Efficacy

Ownership

Reciprocity

Fun

Identity

Groups

Confer ownership

The endowment effect people value things more when they own them

Participants give a selling or a buying price of NCAA final tournament tickets

buying priceselling price

✔Flickr’s navigation is all about you

Motortopia.com went a bit too far

✘

Reputation Control

Uniqueness

Efficacy

Ownership

Reciprocity

Fun

Identity

Groups

Promote a sense of control

Facebook Use case

News feed was introduced in 2006

It stirred up controversy

22 year old CEO Mark Zuckerberg had to intervene, apologized and added privacy controls

Within a few days, the issue was over

only a small percentage of users changed their privacy settings...But

seems to be more about control than secrecyPrivacy

Reputation Control

Uniqueness

Efficacy

Ownership

Reciprocity

Fun

Identity

Groups

Promote a sense of efficacyA sense of doing

good work

Provide feedback on how helpful people’s contributions were

Reputation Control

Uniqueness

Efficacy

Ownership

Reciprocity

Fun

Identity

Groups

Fun features

Fun for fun’s sake, or fun to engage

Valentine 2008

Reputation Control

Uniqueness

Efficacy

Ownership

Reciprocity

Fun

Identity

Groups

Attachement to a group

The center of social software

Find people interested in the same weird things you are

Get to the Regular Use in

SpeakUp

Efficacy

Message rating give feedback

Groups

Sense of audience membership in a room

Identity

None, or avatars

Get to the Regular Use in

Chachachat

Identity

Simple handle

Marc

Fun Reputation

Reciprocity

Give phrases, receive phrases

The Usage Lifecycle

Awareness

Return VisitSign-Up

Emotional Attachment

Unaware

InterestedFirst use

Regular use

Passionate use

Design for passion

No silver bullet

“A big part of the hurdle is to help users learn [and thus] empower them” [Kathy Sierra]

Users become “Kick ass users”

Conclusion

Identify the basic motivations and support them

To promote ongoing participation