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Mo.De. Motivational Design: Motivational Hooks

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How can you fill the gap between your users and the social software you're building? You have to understand that behavior is a consequence and not a cause. Welcome to Motivational Hooks and the methodology, Motivational Design (Mo.De.). Authors: G. Giacoma, D. Casali
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Is there a good motivation to hook the user on your social network? Gianandrea Giacoma & Davide ‘Folletto’ Casali
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Page 1: Mo.De. Motivational Design: Motivational Hooks

Is there a good motivation to hook the user

on your social network?

Gianandrea Giacoma & Davide ‘Folletto’ Casali

Page 2: Mo.De. Motivational Design: Motivational Hooks

what’s this about?

Page 3: Mo.De. Motivational Design: Motivational Hooks

SOCIAL NETWORK

Page 4: Mo.De. Motivational Design: Motivational Hooks

SOCIAL NETWORK

it’s a network of people

Page 5: Mo.De. Motivational Design: Motivational Hooks

SOCIAL NETWORK

it’s a network of people

complex systems

psychological and social dynamics

Page 6: Mo.De. Motivational Design: Motivational Hooks

How does a social network work?

Page 7: Mo.De. Motivational Design: Motivational Hooks

How does a social network work?

1. A good marketing campaign2. A rich array of features3. Alignment with user motivations4. A good website usability

Page 8: Mo.De. Motivational Design: Motivational Hooks

it’s a network of people

complex systems

psychological and social dynamics

motivation

Page 9: Mo.De. Motivational Design: Motivational Hooks

you need motivation!

Page 10: Mo.De. Motivational Design: Motivational Hooks

MOTIVATION

Page 11: Mo.De. Motivational Design: Motivational Hooks

“It’s a dynamic factor of animal and human behavior that

activates and directs towards an objective”

MOTIVATION

Page 12: Mo.De. Motivational Design: Motivational Hooks

RELATIONAL MOTIVATIONS

Page 13: Mo.De. Motivational Design: Motivational Hooks

“They’re a dynamic factor of human behavior that activate

and direct towards objectives that feed social networks”

RELATIONAL MOTIVATIONS

Page 14: Mo.De. Motivational Design: Motivational Hooks

RELATIONAL MOTIVATIONS

Competition Excellence Curiosity Affection

Page 15: Mo.De. Motivational Design: Motivational Hooks

Competition

Imposition

Confrontation

Aggressivity

Page 16: Mo.De. Motivational Design: Motivational Hooks

Excellence

Self-esteem

Acknowledgment

Approval

Page 17: Mo.De. Motivational Design: Motivational Hooks

Curiosity

Exploration

Gaming

Knowledge

Page 18: Mo.De. Motivational Design: Motivational Hooks

Affection

Group

Protection

Sharing

Page 19: Mo.De. Motivational Design: Motivational Hooks

RELATIONAL MOTIVATIONS

Page 20: Mo.De. Motivational Design: Motivational Hooks

RELATIONAL MOTIVATIONS

SOCIAL NETWORK

?

Page 21: Mo.De. Motivational Design: Motivational Hooks

RELATIONAL MOTIVATIONS

INTERFACE?

SOCIAL NETWORK

Page 22: Mo.De. Motivational Design: Motivational Hooks

RELATIONAL MOTIVATIONS

MOTIVATIONAL HOOKS

SOCIAL NETWORK

Page 23: Mo.De. Motivational Design: Motivational Hooks

“Technology is an enabler, but then the dynamics are played

within interfaces, intended as artifacts not only cognitive but also social”

Page 24: Mo.De. Motivational Design: Motivational Hooks

Functional Needs

Motivational Hooks

Relational Motivations

Social Usability

Page 25: Mo.De. Motivational Design: Motivational Hooks

shall we play?

Page 26: Mo.De. Motivational Design: Motivational Hooks

1. Competition2. Excellence3. Curiosity4. Affection

Author name

Page 27: Mo.De. Motivational Design: Motivational Hooks

1. Competition2. Excellence3. Curiosity4. Affection

Author name

Page 28: Mo.De. Motivational Design: Motivational Hooks

1. Competition2. Excellence3. Curiosity4. Affection

Profile

Page 29: Mo.De. Motivational Design: Motivational Hooks

1. Competition2. Excellence3. Curiosity4. Affection

Profile

Page 30: Mo.De. Motivational Design: Motivational Hooks

1. Competition2. Excellence3. Curiosity4. Affection

Hint

Page 31: Mo.De. Motivational Design: Motivational Hooks

1. Competition2. Excellence3. Curiosity4. Affection

Hint

Page 32: Mo.De. Motivational Design: Motivational Hooks

1. Competition2. Excellence3. Curiosity4. Affection

Vote

Page 33: Mo.De. Motivational Design: Motivational Hooks

1. Competition2. Excellence3. Curiosity4. Affection

Vote

Page 34: Mo.De. Motivational Design: Motivational Hooks

1. Competition2. Excellence3. Curiosity4. Affection

Top users

Page 35: Mo.De. Motivational Design: Motivational Hooks

1. Competition2. Excellence3. Curiosity4. Affection

Top users

Page 36: Mo.De. Motivational Design: Motivational Hooks

1. Competition2. Excellence3. Curiosity4. Affection

Trust

Page 37: Mo.De. Motivational Design: Motivational Hooks

1. Competition2. Excellence3. Curiosity4. Affection

Trust

Page 38: Mo.De. Motivational Design: Motivational Hooks

1. Competition2. Excellence3. Curiosity4. Affection

Badges

Page 39: Mo.De. Motivational Design: Motivational Hooks

1. Competition2. Excellence3. Curiosity4. Affection

Badges

Page 40: Mo.De. Motivational Design: Motivational Hooks

1. Competition2. Excellence3. Curiosity4. Affection

Suggestions

Page 41: Mo.De. Motivational Design: Motivational Hooks

1. Competition2. Excellence3. Curiosity4. Affection

Suggestions

Page 42: Mo.De. Motivational Design: Motivational Hooks

1. Competition2. Excellence3. Curiosity4. Affection

Invites

Page 43: Mo.De. Motivational Design: Motivational Hooks

1. Competition2. Excellence3. Curiosity4. Affection

Invites

Page 44: Mo.De. Motivational Design: Motivational Hooks

interestingly enough...

Page 45: Mo.De. Motivational Design: Motivational Hooks

details matters!

Page 46: Mo.De. Motivational Design: Motivational Hooks

whoops!

Page 47: Mo.De. Motivational Design: Motivational Hooks

Functional Needs

Motivational Hooks

Relational Motivations

Social Usability

Page 48: Mo.De. Motivational Design: Motivational Hooks

Functional Needs

Motivational Hooks

Relational Motivations

Social Usability

Page 49: Mo.De. Motivational Design: Motivational Hooks

Motivational Design

Page 50: Mo.De. Motivational Design: Motivational Hooks

what do you think?

Page 51: Mo.De. Motivational Design: Motivational Hooks

Gianandrea Giacoma

Davide ‘Folletto’ Casali

[email protected]

[email protected]

UXcampFirenze, 17 ottobre 2009uxcamp.it


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