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Motivational Design (Mo.De.) is an interaction designmethodology for the analysis and development of so-cial networks from a motivational and psychologicalpoint of view.This methodology applies to user centered design,shifting from the actions to the inner motivations, de-parting from a technologic and platform-based ap-proach that characterizes most of the current praxis.Our research rises from the need to identify thosefactors
augmenting the probability that users willbe motivated to express and repeat certain be-haviors in socially-enabled contexts
, like socialnetworks. We believe that those factors are the com-ponents adding value to analysis, design and invest-ments in social networks and it isn’t enough to designa good communication channel to enable participa-tion or collaboration.We consider social networks as a
network of peo-ple
, without any consideration for the media it uses.We consider the
network
as a complex system andthe
people
as entities with psychological an socialdynamics.Mo.De. founds itself upon four basic concepts: Func-tional Needs, Social Usability, Relational Motivationsand Circadian Activity Flow.Mo.De., using those concepts, builds a methodologyto design socially-enabled projects.
Functional Needs
They are needs and requirements of the person and/ or group that are
satised explicitly by the system
.We make a step toward one’s needs, going overready-made solutions for those same needs: eatinga pizza is a good solution, but the need it answers ishunger.
SocialUsabilityCircadianActivityFlowRelationalMotivationsFunctionalNeeds
Mo.De.
PrepareAnalysisEvaluationDesignRelease
UCD
NeedAction / SolutonSatisfaction
Motivational Design
A methodology forsocial network design
FUNDAMENTALS OF
M
o
.
D
e
.
Social Usability
Social Usability is a quality attribute that assesseshow easy social interactions are to make. The term“social usability” also refers to the methods for im-proving the ease of human-human interaction duringthe design process.
Social Usability is dened by four properties (RICE):— Interpersonal
Relations
: How easy is it to nd
other people and connect to them? How easy is itto keep those connections active? How relevant arethose connections?—
Identity
: How rich is one’s personal identity ex-pression? How much are interests and passions ex-pressed? How much are personal distinctive traitsshown? How much is privacy management de-tailed?—
Communication
: How fast can a message reachthe other person? How many messages can one
handle efciently? How easy is it to handle conversa
-tions (1-to-1, 1-to-some, 1-to-many)?— Group
Emergence
: How easy is it to creategroups, aggregate and talk around a common inter-est? How active are groups once established? Howlong do they last? How important is to be a part of thegroup? How long do they last? How much is it impor-tant to be part of a group?
Relational Motivations
Motivation is a dynamic factor of animal and humanbehavior that activates and directs toward an objec-tive. Relational Motivations are a dynamic factor ofhuman behavior that activate and direct towards ob- jectives that feed social networks.The motivations able to push a person are differ-ent and mixed. The Relational Motivations that we
identied are more effective catalysts to enable andinuence participation and/or collaboration in social
networks.With this narrowed scope we are able to concentrateour efforts inside socially-enabled context like socialnetwork. The four Relational Motivations are:1.
Competition
(Anger - Aggressivity System): theneed to impose oneself and/or his/hers beliefs, thesearch for a confrontation, the accumulation of ag-gressiveness.2.
Excellence
(Narcissism - Self): the need to con-
rm one’s skills and quality self-worth, the need for
approval and increase one’s self-esteem.3.
Curiosity
(Research - Play system): the need forknowledge, the need to satisfy one’s exploratory in-stinct.4.
Appartenence
(Affection - Care system): the needto share and be a part of a community of relationshipthat supports individual actions and thoughts, thatalso functions as a shelter to protect oneself.
PersonSocially-enabledsystem
CircadianActivityFlowSocialUsabilityRelationalMotivationsFunctionalNeeds
MotivationMotivational HooksUsability
Person
Relational MotivationRelational Mot. HooksSocial Usability
Socially-enabledsystem
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