Relational Motivations

Is there a good motivation to hook the user

on your social network?

Gianandrea Giacoma & Davide ‘Folletto’ Casali

what’s this about?

SOCIAL NETWORK

SOCIAL NETWORK

it’s a network of people

SOCIAL NETWORK


complex systems

psychological and social dynamics

How does a social network work?

How does a social network work?

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


complex systems

psychological and social dynamics

motivation

you need motivation!

MOTIVATION

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

activates and directs towards an objective”

MOTIVATION

RELATIONAL MOTIVATIONS

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

and direct towards objectives that feed social networks”



Competition Excellence Curiosity Affection

Competition

Imposition

Confrontation

Aggressivity

Excellence

Self-esteem

Acknowledgment

Approval

Curiosity

Exploration

Gaming

Knowledge

Affection

Group

Protection

Sharing


SOCIAL NETWORK

?


INTERFACE?

SOCIAL NETWORK


MOTIVATIONAL HOOKS

SOCIAL NETWORK

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

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

Functional Needs

Motivational Hooks

Relational Motivations

Social Usability

shall we play?

1. Competition2. Excellence3. Curiosity4. Affection

Author name


Profile


Hint


Vote


Top users


Trust


Badges


Suggestions


Invites

interestingly enough...

details matters!

whoops!

Functional Needs

Motivational Hooks

Relational Motivations

Social Usability

Motivational Design

what do you think?

Gianandrea Giacoma

Davide ‘Folletto’ Casali

[email protected]

[email protected]

UXcampFirenze, 17 ottobre 2009uxcamp.it

mailto:[email protected]




Relational Motivations

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Transcript of Relational Motivations