Conversational Design Part1 (outdated)

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Information about Conversational Design Part1 (outdated)

Published on November 8, 2007

Author: pecus



NOTE: please refer to the new version of this presentation here:

Once we progress from the user-centered design model to community-centered design we'll need to identify and gather a similar set of best practices regarding community design. This presentation collects the key features and interactions that a successful community should display in order to empower its users and facilitate conversation between its members. The transition of user's role from consumer to producer requires that those who produce online and offline services not only to understand the process by which the conversation happens but also which interface mechanisms and flows should be present in their interfaces.This presentation aims to be a bridge between Usability Best Practices and Community Centered Design, a practice that can maximize the networking and crowd effect under online user communities.

CONVERSATIONAL DESIGN Pedro Custódio Web 2.0 Expo 07.11.2007 Berlin, Germany 1

web 2.0 USER 2

web 2.0User = Consumer + Producer 3


web 2.0 Social Web “ The Social Web refers to an open global distributed data sharing network similar to today's World Wide Web, except instead of linking documents, the Social Web will link people, organizations, and concepts. ” 5

User Social Web = Consumer + Producer + PERSON 6


Communities com·mu·ni·ty 1. a social group of any size whose members reside in a specific locality, share government, and often have a common cultural and historical heritage. 2. a locality inhabited by such a group. 3. a social, religious, occupational, or other group sharing common characteristics or interests and perceived or perceiving itself as distinct in some respect from the larger society within which it exists (usually prec. by the): the business community; the community of scholars. 4. a group of associated nations sharing common interests or a common heritage: the community of Western Europe. 5. Ecclesiastical. a group of men or women leading a common life according to a rule. 6. Ecology. an assemblage of interacting populations occupying a given area. 7. joint possession, enjoyment, liability, etc.: community of property. 8. similar character; agreement; identity: community of interests. 9. the community, the public; society: the needs of the community. 8

DIMENSIONS Objectives Professional Identity Psychological Location 9

Communities com·mu·ni·ty quot;people who interact with socially as they strive to satisfy their own needs or perform special roles, such as leading or moderatingquot; Preece ,2000 10



Communities display internal policies that guide social behavior and online communities lay on top of computer systems that support the social interactions. 13

Communities Information Virtual Community User Interaction Virtual Space 14

VISITOR we all start as observers but a the same time we become visible for the community 15

CONSUMER as interest raises, so does the involvement. at this point users also know community members 16

MEMBER after a certain threshold of interest, observer is considered an active member of the community. at this stage, members not only know topics but also community practices 17

Communities Ideal Communities would display a involvement rate constant along time, so that the more users participate in the community the more interesting the community is to them 18

Communities We can sort communities according to its users interaction level... 19

Communities low social interaction communities A community that requires low or no activity from its members. 20






Communities communities built upon “products” communities centered around products or contents, originally produced or augmented through the social features of the community. This type of community already requires a stronger interaction between its users. 26




Communities highly collaborative communities communities generated or based on pre-existing physical communities or systems. 30




Communities and we can also sort communities according to its users level of commitment 34

Communities communities of INTEREST a community where users share the same interest about a topic or people who share a common background. 35

Communities communities of PASSION subtype of communities of interest, but where people go beyond the regular involvement and became passionate advocates; 36

Communities communities of PURPOSE members share a common short term goal. They all have to go through a specific process and they'll help each one another through the process. 37

Communities communities of PRACTICE members dialog and share about specific processes and tasks in order to enhance their ways with some subject, the overall result is a community learning process. This type of communities normally aggregates members with similar professions which foster a high degree of involvement between it's members. 38




Communities necessarily have BOUNDARIES Although their necessary, they should however be as permeable as to maintain the community alive 42

Better Usability means Better Communities ? 43 44

Conversational PATTERNS 45

It’s not enough to design user centered interfaces... 46

we also need to design community centered interfaces! 47


Conversation Maxims Apply the same ground rules that we happily use in our daily regular interactions with others in to the interface design R. S. Nickerson, 1976 49

Conversational MAXIMS 50

QUANTITY deals with the amount of information each party should provide 51

QUALITY deals with truth and authenticity of each contribution in the conversation 52

RELATION relevancy of participation 53

MANNER not what, but how it's said 54

communicate in a fast and reliable way, 55

For users to engage in a conversation our interface should be as transparent as possible, in particular it should... 56

allow users to cancel the conversation at any point and time; cooperate and not dictate how the conversation happens; the interface should be designed for breakdown and repair 57

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