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Mon keynote Building social web experience à l'euroIA summit d'Amsterdam 2008

23 septembre 2008 - 21:29 # evenement
European Information Architecture Summit à Amsterdam ce vendredi

La grand messe de la usability / ergonomie / user experience européenne aura lieu en fin de cette semaine à Amsterdam lors de l'European Information Architecture Summit 2008

Tout comme l'année dernière, j'y assiste accompagné d'une douzaine d'information architect d'Emakina group

Par contre gros changement car je fais partie du programme.

J'ai été sélectionné pour faire partie des speakers de l'événement et donc je ferai partie du programme qui s'annonce allèchant.

Alors en avant première, voici le paper qui m'a permis d'être sélectionné pour l'événement :

Building social web experience

What are the key elements to take in account when an information architect works on a social web/network project?

Social networks are not just a web2.0 geek tool and it’s not just a trend, it will last!

"People have been interacting with other people for much longer than the internet has been around, so give them the tools, and set them free"

Rolf Skyberg

Why would it be different on the web?

More, a social network can be used in many different contexts: intranet employee social network, customer & supplier network, communities, customer care initiative, knowledge management tools, etc…

Information architects can meet this kind of project and must be prepared. All profession must evolve to be able delivering social web experience. Even if we won’t work on social network, we have often to embed more and more social web behaviours in most of the site.

Emakina has worked on building different social networks and we would like sharing key learning and share with IA community some new skills we should embrace.

Through this presentation, I ‘m explaining critical elements to take in account during social network conception phase like:

Conception of social web information structure: a faceted neuronal architecture where each individual is content. I explain the kind of content and their role in the social system and answer which content can help individuals to create connexion and how they can build a conversation?
Conception of social user interface: how social network user interface must evolve according to maturity of the social network or user behaviour / personas ? User interface evolve in different stages : members acquisition, connexion creation, content creation, profile completion, etc…
Identification of key user behaviours: i have identified across all projects some similar behaviour. I have named them: the connector, the star, the opinion leader, the curator and the addict. I explain how we can identify those behaviours though specific web analytics social mapping
Acquisition of members: Being used is during early stage of social network more important than being highly usable! I‘ll explain how we can drive member to join the network through user interface elements and some information architecture choices.
Strategic approach to develop the network: once we have members, social network is fragile. We need to create a chain reaction through a sequence of user interface modifications which need to be fired in the right order.
Build more than a site, build a user experience: Information architect must think further than a website’s structure interface. Social network must be a part of the social web ecosystem, must be findable, can be used in different context and should be hackable and mashable. Last, we must consider much more than the web. Social network is part of life, depends of mobile experience, meet up, conference … experience architecture must take all in account! I’ll show some sample of social network ubiquity.

This presentation will be explained though very visual elements and i’ll interact with public. I’ll show some deliverable used during those different stages.

Last, “Building social web/network experience” doesn’t aim focusing only on social networks. I wish showing to all IA community how important it is to think our conception approach within a broader scope of skills and analysis.

Planning and building user experience requires certainly user centric approach must also use web analytics & business intelligence, marketing and communication skills, persuasive interface technique, entrepreneurship, etc… I really dream of a very very big IA

Here are a few samples of slides / diagrams used in the presentations

Social web experience touch point maps & domains

Social network behaviours map

Connection high level elements

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Laurent Goffin
Strategy director Emakina Brussel

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