Jan Groenefeld Sebastian C. Scholz - Dieter Wallach

Internet World 2008, Munich

UI Design for Social Commerce

Case Study

Outline

Commerce Success

User Participation

User Motivation

Social Reputation

Design for Reputation

I love this placeearthfaves®

™

User

The modern user ...

• seeks flow (core motivation)

• is a specialized generalist

• lives and works in community (e.g. open source movement)

Community

Social reputation acting as a currency manifested in ....

• specific awards (e.g. “Expert”)

• status and privileges

• aggregated points (e.g. number of contacts)

• depth of integration/ length of participation

• goal to become a supernode

Reputation Design: Goal

A person participating in a social structure expects to develop a reputation and hopes for insight into the reputations of others (...).

Balancing these (...) determines (...) the success or failure of a social system.

Yahoo! Design Library

“ ”

http://developer.yahoo.com/ypatternss/parent.php?patterns=reputation

Competitive Spectrum

Crucial Assessment of ...

• Individual goals and potentials for conflict

• Possibilities of interaction and their consequences

• Support of competition and direct comparison

http://developer.yahoo.com/ypatternss/parent.php?patterns=reputation

Neutral HighCompetition

Case Study

„Social - Geobookmarking“Trusted recommendations for great locations from friends

Integration of „Social - Commerce“Acquisition of customers by recommendations of services

I love this placeearthfaves®

™

Earthfaves.com

Earthfaves: Profile

Goals* Tools

Attract power users with high level of integration

Control of personal development

Establish idea of “trusted places” in community

Transparent and efficient evaluation

Balance reputation towards a “cordial” community

Sensitive selection of tools for measurement of quality

* besides making money

Earthfaves: Design for Reputation

Selected design patterns for a balanced community:

Points

Named Levels

CollectibleAchievements

Top X

Terminology

Classic UX

Earthfaves: Terminology

Communication of concepts byself-descriptiveness and differentiation

(classic UX)

• differentiating values

• highlighting of trust levels

• discoverability of the unknown

• integration of community

Earthfaves: Point Values

Control of relevance to the community

• leveled by network

• feedback and acceptance

• avoidance of “Brownie Points”

• rewarding of good user behavior

Earthfaves: Competitiveness

core parameter supportiveUsage of Points

Earthfaves: Named Levels

Discovery and identification of high-quality contributors

• reflection of personal progress

• contextual wording

• combined with point values

• max. 5-6 levels (Start with 3 Levels)

Earthfaves: Collect. Achievements (1/3)

Encouragement of users through traditional awards

• additional incentives

• support of personal progress

• extensible with growth of community

• attention with financial incentives

Earthfaves: Collect. Achievements (2/3)

Encouragment of users through expertise awards

• value depends on other users´ interests

• high activity in one category

• transparent usertype (e.g. professional users)

Earthfaves: Collect. Achievements (3/3)

Encouragment of users through popularity awards

• feedback and acceptance as quality feature

• resulting in credit points for owner

Earthfaves: Top X

Challenge for users to enter the top tier

• facilitating of cross-linking

• spotlight on individual members

• once again: personal progess

Earthfaves: Cross-Linking

Binding of users by extensive links to others

• support of various search & browse patterns

• extension of own personal network

• perspective on own micro cosmos

• loads of personal recommendations from people you can trust

Create successful commerce by creating a sensitive and flexible social

reputation model and design around it.

Summary

Further Info

Please check http://ergosign.de for slides and links.

Further Info

And feel free to join http://earthfaves.com now!

I love this placeearthfaves®

™

Selected Sources

http://earthfaves.com/

http://developer.yahoo.com/ypatternss/parent.php?patterns=reputation

http://rushkoff.com/

http://www.amazon.de/Die-neue-Renaissance-Douglas-Rushkoff/dp/

3570500675

http://www.usability.de/publikationen/studien/social-shopping-und-user-experience.html

Jan Groenefeld Sebastian C. Scholz - Dieter Wallach

Internet World 2008, Munich

UI Design for Social Commerce

Backup

Competitive Spectrum

Goals

Use Reputation to

Potential Design

Patterns

Helping,giving advice

Sharing goals,working together

Intrinsic motivation

without conflict

Sharing same goals, triggering

competition

Sharing opposing goals, deny others`

goals

Identifysenior members

of good standing

Identify trustworthy

partners with track-record

Show users` interests via the history of their participation

Show users` accomplishment

to motivate others

Show users‘ victories, establish

bragging rights

Indentifying Labels

NamedLevels

Top X

NumberedLevels,

Collective Achievements

Points,Leaderboard

http://developer.yahoo.com/ypatternss/parent.php?patterns=reputation

Reputation Design: Patterns (1/2)

Neutral Moderate

Competition

Identifying Label Named Levels Top X

http://developer.yahoo.com/ypatternss/parent.php?patterns=reputation

Reputation Design: Patterns (2/2)

HighCompetition

Very HighCompetition

Numbered LevelsCollectible

Achievements Points Leaderboard

http://developer.yahoo.com/ypatternss/parent.php?patterns=reputation