My customers come to me to interact with other customers. Yes they do!
The Dummies’ Guide to Social Interaction Design (SxD)
A few months ago, Adrian Chan of Gravity 7 explain Social Interaction Design in simple terms. Here it is again. But even simpler. Gen X and Baby Boomers like to begin with an overview. Once we have got the outline, we can drill down to the finer technical details. This is for view.
Hopefully, Adrian will correct what I have got wrong. When you have an outline, head over to Adrian for details.
1. Who is the user?
Basic Idea: Don’t think about your product or your website, your mission or your purpose: simply describe your user.
Basic Technique: It’s tough to write a persona. You want to say what the user looks like, where they’ve come from, and most importantly, what they are looking for when the arrive with you. Think socially. Who were they hoping to talk to and why?
Advanced Techniques: Each user arrives with skills, social competencies and understandings about the way things will be done (variously called scripts and frames). What are people able to do easily when they first arrive? What do they expect?
We want to be predictable and make it easy for them to find their place on our territory
More Stuff You’ll Add After You Have Answered The Other Questions: Personas for other users: rich descriptions of various users in they many shapes and forms.
2.Who are the other users?
Basic Idea: Your visitor didn’t arrive to be lonely. Or to talk to you! Who else will they meet here? And what will they do together? And what about the reverse -who are they trying to get away from?
Basic Techniques: More personas, concentrating on how different everyone is not how much the same they are. Forget averages and typical. Think diversity and difference.
Advanced Techniques: Now describe how the users interact with each other. What do they say? How do they respond to each other? How do they encourage each other? How do they learn from each other? What scenarios are taken for granted by the locals that are not at all obvious to an outsider? When we are locals describing our own space, it is hard to describe what we take for granted. Ask what annoys people? What makes them contemptuous of other people? That’s a sure-fire indication of a norm being broken.
More Stuff You’ll Add After You Have Answered The Last Question: What is the difference between a gathering of users that is successful and one that is a flop? What is the feeling that people have when they say a gathering is fabulous?
3. What social outcomes happen because the users are interacting with each other?
Basic Idea: Our actions come together to create something over and above our own wishes and desires, intentions and actions.
Basic Technique: What happens that cannot happen by one person alone? For example, we can sit at home and talk to ourselves about Coca-cola. That’s interesting. It probably prompts us to put Coca-cola on the shopping list. But so too is it interesting when one user talks to another user about Coca-cola. The conversation about a brand, and any downstream effects, becomes possible because of the interaction. If you get stuck, list all the interactions that people fear and turn these on their head.
Advanced Techniques: What are memes, tropes, fashions, fads, myths, and beliefs that seems to prevail among your users when they are together? How do they pick up on these norms? How quickly do the norms change and how do they change?
More Stuff That You Will Add After You Have Answered The Last Question: How many interactions happen before this new sense emerges? How can we prompt people to ask questions and to listen to each other? How can we prompt them to reflect their outside world in our world? How can we encourage an attention to positive processes? How can we learn to interpret the less positive interactions in the positive sense of seasons?
How do we add value to businesses, communities and organizations?
~ Trust, belonging & confidence are the foundation of action & initiative
4. Beginning with Question 3, we have some understanding of the social outcomes that emerge from interaction. These are phenomena like belonging, trust and confidence. Hard-headed business men and women might scoff at these but the scoffing, the negativity, demonstrates the point. There is something they are looking for in the interaction must happen before the abandon their skepticism and react with trust and enthusiasm. What is it the business people need so badly before they will trust other people? When we can put our finger on that bruise, we may have identified the essence of our business.
~ We love our differences and riff them like mad
5. Question 2. We have some understanding of how people interact with each other in our community, in related communities, and in whichever context is our specialty. We learn fast about interaction because we pay attention to interaction. We are never ‘foreigners’ for long and even if we are marked out as different by our physical characteristics, accent or professional qualifications, we understand how people expect to behave and how they expect others to behave. We mix and match those expectations to help them ‘mod’ and ‘riff’ and have fun with each other.
~ We love our guests and find it easy to be kind
6. Question 1. We understand the diversity of people who arrive and the range of their social competence. What do they find easy to do? How can we help them find their feet in a gathering? How can we help them settle down, yet meet more people, and expand their horizons. How quickly do our wall flowers and the rambling roses become a magical bouquet?
Ready now for more details? Head over to Adrian Chan at Gravity 7. He’s the expert!