Designing Online Communities Melissa Koch SRI International January 29, 2002

SRI International 2 Elements of a Web site

January 29, 2002SRI International 3 More than the Elements

January 29, 2002SRI International 4 Knowing Your Users Understanding the users and their goals through interviews, focus groups, user testing, and ongoing online observation and interactions: Faculty Administration Students (prospective and current) Alumni Understanding the university culture and subcultures

January 29, 2002SRI International 5 Understanding Repeat Visitors User Lock-in Network Effects Community Elements

January 29, 2002SRI International 6 User Lock-in Individual inputs his or her data and preferences Data responds to individual’s actions Individual has made an investment Switching costs - may be hard to transfer data Examples -Microsoft Word, Palm Pilot, My Yahoo Focus is on the individual, not the group Driving force is functionality and features

January 29, 2002SRI International 7 Network Effects Each addition adds value to the entire network Examples -Telephone, fax, Member Databases Driving force is the database; it grows in value over time Examples - Knowledge Management tools, CILTKN, Amazon.com book reviews Member Relationships Driving forces are the relationships and knowledge of individuals Examples - ThirdAge, Tapped In, clubs, professional organizations

January 29, 2002SRI International 8 Online and Offline Community Elements What are the similarities and differences? Differences: Location no longer barrier Use diverse locations as a benefit (I.e. students collecting local data for shared data and learning.) Many-to-many truly possible with Internet medium Similarities: What all human communities need to thrive…

January 29, 2002SRI International 9 12 Principles of Civilization  Purpose Identity Communication Trust Reputation Groups Environment Boundaries Governance Exchange History Expression

January 29, 2002SRI International 10 Purpose Community performs a necessary function for its members Community provides tools that enable members to achieve their goals Applications of Purpose

January 29, 2002SRI International 11 Identity Members can identify each other and build relationships Anonymous but known Member identity is information provided by the members and information generated by their actions Both context specific and integrated with site’s member profile

January 29, 2002SRI International 12 Groups Members can form and disband groups and subgroups Groups may have a project or specific tasks Groups may meet for socializing Groups can be private or public Groups have an identity in the community White Board

January 29, 2002SRI International 13 Trust Without Trust, a community cannot effectively function Two types of Trust: Between members Between community organizers and members Member verification of identity Members reveal contact information

January 29, 2002SRI International 14 Danger of Emphasizing One Over the Other Focus on online, Internet’s unique capabilities only, looses the understanding of the social aspects that underlie all communities Focus on offline, neglects what the Internet can provide: Physical location and to some degree time no longer limitations Diverse locations are a benefit Many-to-many truly possible with Internet medium bg

January 29, 2002SRI International 15 Design Strategy Be aware of and capitalize on both on- and off-line Take advantage of opportunities to supplement one with the other Understand your user: Day in the Life scenario includes both online and offline goals, tasks, and needs.

January 29, 2002SRI International 16 Suggested Readings How To and Why  Community Building on the Web by Amy Jo Kim  Hosting Web Communities by Cliff Figallo  The Design for Community: The Art of Connecting Real People in Virtual Places by Derek M. Powazek  12 Principles of Civilization™ Business  Net.gain by John Hagel and Arthur Armstrong  Crossing the Chasm by Geoffrey A. Moore  Webonomics by Evan I. Schwartz Psychology and Sociology  The Great Good Place by Ray Oldenburg  The Virtual Community by Howard Rheingold  Life on the Screen by Sherry Turkle  The Presentation of Self in Everyday Life by Erving Goffman  Communities in Cyberspace edited by Marc Smith and Peter Kollock