Designing Online Communities Melissa Koch SRI International January 29, 2002.

transcript

Designing Online Communities

Melissa Koch

SRI International

January 29, 2002

January 29, 2002 SRI International 2

Elements of a Web site

More than the Elements

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

Understanding Repeat VisitorsUser Lock-in

Network Effects

Community Elements

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

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

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…

12 Principles of Civilization www.realcommunities.com

Purpose

Identity

Communication

Reputation

Groups

Environment

Boundaries

Governance

Exchange

History

Expression

PurposeCommunity performs a necessary function for its members

Community provides tools that enable members to achieve their goals

Applications of Purpose

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

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

TrustWithout Trust, a community cannot effectively functionTwo types of Trust:

Between members Between community organizers and members

Member verification of identityMembers reveal contact information

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

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.

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

Designing Online Communities Melissa Koch SRI International January 29, 2002.

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