BERKELEY INSTITUTE OF DESIGN Designing Computer Mediated Communications David Nguyen UC Berkeley CS160 Berkeley, CA October 29 th, 2007

My Lab

My Lab Mates

My Research

My Teachings

My Extra Time

My University

My Expectations Everyone will –focus on the presentation –want to answer questions –have questions to ask –want to participate in the exercises I have planned. –laugh at my jokes

Introduction CMC and Trust User Generated Content and the Tragedy of the Commons Social Networking and Presentation of Self Where do we go from here?

CMC Systems

Computer Mediated Communications PsychologySocial cognition, interpersonal perception, attraction SociologyGroup dynamics, social structure, reputation, trust CommunicationMediation, signaling, media richness HCIInterfaces for social interaction

Social Theory vs. User-Centered Design NEEDS DESIGN IMPLEMENTEVALUATE

Introduction CMC and Trust User Generated Content and Collective Action Social Networking and Presentation of Self Where do we go from here?

Common CMC Systems If you had to negotiate a $1 million deal, how would you do it?

Trust “Trust reduces the need for costly control structures, thus enabling exchanges that could otherwise not take place, and makes social systems more adaptable.” (Uslaner 2002, quoted in Riegelsberger et al. 2007)

What is Trust? Risk Potential for Betrayal Optimism

How do you measure trust? Prisoner’s Dilemma You and your partner each have a chocolate. Both you and your partner must independently decide whether or not you want to keep your chocolate or share your chocolate. 2 – No Trust 3 – Half Trust 4 – Full Trust

Risk – by sharing my candy, I risk losing it all Optimism – I am not sure my partner will share with me. Prisoner’s Dilemma and Conditions of Trust Potential for Betrayal by betraying me, my partner stands to gain by getting a lot of candy

Trust Formation (Bos et al., 2002) Trust development was delayed in audio/video Defections were more likely with video/audio than FTF communication. Little difference between video and audio

Common CMC Systems If face-to-face is so good, why even have the others?

Trust Measurement vs. User-Centered Design NEEDS DESIGN IMPLEMENTEVALUATE

Introduction CMC and Trust User Generated Content and Collective Action Social Networking and Presentation of Self Where do we go from here?

WikiPedia

YouTube

BitTorrent

Where does all that “stuff” come from?

Public Good

Tragedy of the Commons “If all individuals do A, every individual as a member of the community would derive a certain advantage. But now if all individuals less one continue to do A, the community loss is very slight, whereas the one individual refraining makes a personal gain far greater than the loss that he incurs as a member of the community.” --Pareto 1935, vol. 3, sect. 1496, pp What happens if EVERYONE thinks this way?

User Generated Content “In most online communities, 90% of the users are lurkers who never contribute, 9% of the users contribute a little, and 1% of users account for almost all the action.” – Jacob Nielsen, 2006

Designing User Generated Content Systems As is, expect about 1% of users to contribute most of your content. Don’t count on more! Though it’s only 1% of your users who are contributing content, you’d better make sure that the contribution system is damn good! If that won’t work for you, you need to build in incentive systems (payment, recognition, entertainment)

Amazon.com

Entertainment: Peekaboom

Peekaboom In the FIRST 30 days, 14,153 people played this game These people generated 1,122,998 pieces of data. Each person tagged an average of 160 images. Top 10 scorers averaged 53 hours of game play for one month.

Collective Action vs. User-Centered Design NEEDS DESIGN IMPLEMENTEVALUATE

Introduction CMC and Trust User Generated Content and Collective Action Social Networking and Presentation of Self Where do we go from here?

“All the world’s a stage, and all the men and women merely players.”

Erving Goffman

Presentation of Self I am hip He’s so lame He’s so hip I’m wearing jeans

Facebook Sept 5, 2006 – Facebook introduces a new feature called “News Feeds” Sept 5, 2006 – “Students Against Facebook News Feeds” forms with over 700,000 members (the largest at the time). Sept 5, 2006 – Mark Zuckerberg told everyone to calm down.

“Your friends can still see [your activity]; it hasn't changed.” “This is information people used to dig for on a daily basis, nicely reorganized and summarized so people can learn about the people they care about.”

Facebook Sept 5, 2006 – Facebook introduces a new feature called “News Feeds” Sept 5, 2006 – “Students Against Facebook News Feeds” forms with over 700,000 members (the largest at the time). Sept 5, 2006 – Mark Zuckerberg told everyone to calm down. Sept 8, 2006 – Mark Zuckerberg sends out message apologizing and introduces privacy control Present – Everyone seems pretty happy

Facebook

Presentation of Self vs. User Centered-Design How could Mark Zuckerberg have avoided all of this? NEEDS DESIGN IMPLEMENT EVALUATE

Introduction CMC and Trust User Generated Content and Collective Action Social Networking and Presentation of Self Where do we go from here?

Augmented Reality

Virtual Worlds

There’s still a lot of technology out there. How are they going to affect the way we communicate? There’s a lot of ways people communicate out there. How can we design technology to support that?

Questions?