Discovery Is The New Cocaine
Discovery Is The New Cocaine - Going Beyond Engagement
1. Discovery is the  new cocaine Going beyond engagement By: Ming Yeow Ng, Yu-shan Fung (Discoverio) Note: Section on “ Flow ” was derived from  “ The Science Of Designing Interactions” (SXSW 2008)  by Andreas Weigend (people and data), and Ming Yeow Ng (Discoverio) 2. Why should you  care about Discovery? First off… 3. What is it  about a Web site that might make it  literally irresistible ? We are  programmed for scarcity  and can't dial back even when information is abundant …  (addictive sites) all presented  new  information that somehow needed to be  interpreted … this triggers a  chemical reaction that makes us feel good … From Wall Street Journal: Source: WSJ, Why We're Powerless To Resist Grazing On Endless Web Data March 12, 2008 4. Done right, Discovery  can make a website irresistible! In other words…. 5. Desire by humans  to be a  live node  in the network We are always… “ Constantly scanning the peripheral, always motivated by the  desire not to miss  opportunities”  “ Desire for other people  recognizing us ,  make us feel important.” “ Services that win are those that help us protect, filter, create  meaningful connections  ” Linda Stone What drives Discovery? Source: Etech 2006 6. What is Discovery?  Allowing users to: Discover new, valuable information Get Discovered by others Discovering more about themselves 7. Discovery of Information  New  and  Richly interpretable  information triggers chemical reactions Facilitate user towards: 8. Twitter, Friendfeed: Constant  stream of new information New  information 9. Facebook Breakups “  Who was she ?” “ Was his girlfriend pretty??” “ You mean she is gay???” Richly  Interpretable 10. Get Discovered by  Others “ Who is paying  attention  to me?” “ Am I being  recognized ?” Helping users to: 11. MyBlogLog Who is  checking me out? Who is paying attention to me? Twitter Who is following me? 12. Discover More About  Themselves “ Who am  I  to  others ?” “ What do I  like ?” Allowing users to: Key here: People  do not know  what they want! 13. Tickle: What am   I ? (400 million personality tests taken) The Old Personality Test The New Personality Test What am  I  to  others ? 14. Amazon : Collective  Recommendation What do I like? Stylefeeder: Analyzing attributes 15. Facilitate the   Discovery Cycle  for your users Taking all 3 types together: 16. The Discovery Cycle  for Your App Continuous Learning, Contributing, Recognition Engage and allow contribution of  information , leaving of  footprints , and giving of  feedback 2) System to generate new insights for user 1) Discovery of  Content and Users 3) Other Users to discover him Data becomes basis for: Personalized  Recommendations Interactions  that lead to reciprocity and interactions User learning more about himself Throughout the process: (Keeps him coming back!) Meaningful connections gets established 17. “ Intermittent Variable  Reinforcement  “ “ One of Skinner's most important discoveries was that behavior that is  reinforced intermittently  is much more  difficult to extinguish  than behavior that is  reinforced continuously .“ – via Kathy Sierra &quot;You are not sure you are going to get a reward every time or how often you will, so you  keep pulling  that handle.“ - Patricia Wallace on slot machines Done right, this leads to 18. Discovery is less  about  predicting precisely  right about what the user wants  It is more about the entire  user flow of discovery , with all the hits and misses In other words... Think window shopping down the mall or walking through an expo hall 19. Discovering Activity by  Social Graph Based on live updates My good  friend The guy with  great events The babe I  check out Based on collective behavior  and attention data 20. Collective Judging Collective  Behavior 21. No concept of  individual Personalization 22. Crowdvine: Updated profiles,  comments are on front page Helping users get discovered Clear attention/intention data Crowdvine: want-to-meet, fan 23. Apache Social Network:  Open source projects worked on together Connecting based on commonalities 24. Exploitation Exploration  25. Connecting based on  mutual interest 26. Randomness that shows  the new and richly interpretable Flickr:  Interestingness Etsy:  Many ways to shop 27. Etsy: 10 different  fun ways to discover! (boring categories are at the end)   Make it fun to explore 28. Understanding the elements  of “flow” Feedback, Rewards, Lightweight, Reducing uncertainty How to create the right user experience? Inspired by Mihály Csíkszentmihályi   29. Direct and immediate  feedback Successes and failures in the course of the activity are apparent, so that behavior can be adjusted as needed Elements of flow (1) 30. Feedback can be  by system or can be by other users Feedback  for users to guide their future behavior Metrics for: Maslow Hierarchy Contribution to  others Achievements Popularity Wrong-doings 31. Yelp: popularity, achievement,  and contribution How am I doing? 32. Cash = power  Value = desirability Points as indicators of power and desirability 33. Linkedin Profile Completeness   Pointing out “deficiencies” to induce actions Setting expected “norm”  34. Rewards Intrinsically Rewarding  Clarity of Reward Recognition for contribution Elements of flow (2) 35. Twitter: Self Expression  is its own reward Intrinsically Rewarding 36. Twitter: Validation, and  Social Interaction are powerful rewards by themselves Intrinsically Rewarding 37. Clear recognition for  intended actions Digg:  Made popular by… Crowdvine:  Updated profiles, comments are on front page 38. Best Match: Invite  10 to see “best matches” Making Rewards Clear and Explicit 39. GetSatisfaction: I have  this question too! Suggest action and clarify reward 40. Lightweight Interactions Make  it easy for users to contribute Elements of Flow (3) 41. Crowdvine: Fan :  expression of confidence Want-to-meet:  initiate relationship Lightweight, In the moment expressions Yelp:  Variety of lightweight interactions directly on reviews  42. Lijit: Made the  process entertaining and a little mysterious, with rewards at each step Make user do as little as possible Signup Time 15m  ->  2m Conversion 0.1% ->  4% Source: Lijit, SXSW 2008 Automated retrieval of external data, all user needs to do is confirm 43. Woot: One Single  Action Do not make users think 44. Reducing fear and  uncertainty Uncertainty, even irrelevant uncertainty kills action Elements of Flow (4) 45. Twitter: Communicating with  little fear of incurring cost to recipient Assurance that it is up to recipients’ “mode of receiving” 46. Zoosk: Flirt vs  risk Reducing Personal Commitment 47. HotorNot: No risk  of “rejection” Surfacing Improbable Matches 48. Crowdvine: Showing social  behavior right on frontpage Reducing uncertainty on “correct” behavior Latest Comments 49. Day Trading Elements  of Addiction MMORPG Attractor: Things happening outside your control in the system, yet affecting your status Motivator:  You have a stake (self-esteem/emotional/financial)  in changes happening to your status Source: &quot;Ariadne - Understanding MMORPG Addiction&quot;  Nick Yee 50. Systematically Introducing Discovery  Into Your App  (uncompleted) Know what data points you need (Individual / Collective / External) Know what mode of discovery (Recommendations / Search / Browsing) Create pathways of discovery (Filtering / Anchoring ) Maximize exploration / exploitation within the pathway (Intention / Attention) Providing reasons/context for discovery ( Context/Persona/Content) Facilitating mediums for connections (Currency / Reputation) Understand what metrics you need (Diversity, Virality, Engagement) Process by Ming Yeow Ng, Yu-shan Fung (Discoverio) 51. We LOVE Feedback!!!  Discovery is a new, unexplored and very exciting area to be innovating in, and we love to hear from anyone who is just as excited about this as us! Touch base with us via any of these mechanisms mingyeow@discoverio.com  | @mingyeow  (twitter) yushan@discoverio.com  | @ambivalence (twitter) 