ESA UNCLASSIFIED – For Official Use

PROGETTARE UNA SOCIAL EXPERIENCEAppunti e spunti dalla European Space Agency

Fulvio DriganiRome09/02/2011

ESA UNCLASSIFIED – For Official Use

Progettare una social experience | Fulvio Drigani | Rome | 09/02/2011 | Slide 2

Progettareuna social

experience

Appunti e spunti dalla

European Space Agency

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Progettare una social experience | Fulvio Drigani | Rome | 09/02/2011 | Slide 3

1

Obiettivi

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Cittadini europei con e senza particolari competenze in materia di spazio

Audience

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Obiettivi✓ Partendo dal sito

tradizionale creare canali di comunicazione distanti dalle dinamiche istituzionali

✓ Avvicinare la gente ai temi legati allo spazio sottolineando quanto la scienza possa essere affascinante

✓ Valorizzare il ruolo dell’ESA come punto di riferimento per i temi riguardanti lo spazio

✓ Rafforzare il senso di appartenenza dei cittadini europei

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2

Metodo

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Indagine etnografica

dinamiche sociali

attività utenti potenziali

modelli d’uso

contesti d’uso

interazioni

oggettistrumenti

inclinazioni

esigenzeattitudini

esperienza

competenze

cultura

Scopi e motivazioni

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Progettare una User Experience

social objects valori estetici

modelli di navigazione

contenutimetafore di comunicazione

modelli di interazionestrumenti

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3

Analisi e strategia

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Analisi

✓ Codici verbali✓ Tono di voce✓ Codici visivi✓ Ruoli narrativi✓ Temi✓ Valori✓ Ruolo del brand

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Analisi sul campoOsservazione sul campo ✓ Facebook✓ YouTube✓ Flickr✓ aNobii✓ BLIP.fm✓ Tumblr✓ aggregatori di feed✓ blog

Interviste✓ Ruoli e dinamiche

sociali✓ Attività✓ Interessi e

predilezioni✓ Contenuti

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Social Life di un utente tipo✓ Raccontare la propria

vita✓ Mostrare la propria vita

(foto, video)✓ Localizzazione✓ Stare in contatto con

amici e parenti (real life)

✓ Conoscere nuove persone

✓ Intrattenere rapporti con persone conosciute in rete

✓ Condividere le proprie creazioni

✓ Condividere interessi

✓ Promuovere eventi/iniziative

✓ Reperire informazioni utili

✓ Esprimere/confrontare le proprie opinioni

✓ Condividere contenuti

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2.1 Titolosottotitolo

Personae

Space Keen

GeekHumanist

Dreamer

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Space Keen

BiographyWinfried is a PhD student of the Program in Power Engineering at Brandenburgische Technische Universität Cottbus.Since he was a child he had dreamt about outer space. He grew up reading astronomy and science fiction books. Today Winfried is a researcher in the field of alternative energy and he is truly interested in the discover of new energy sources in space.Winfried is not an astronomer, but he is up to date on the issues related to astronomy: he reads articles, books, websites and blogs to keep himself informed. He is still fascinated by the romantic side of space exploration; his home is full up of science fiction books, comics and DVDs.Winfried knows very well the European Space Agency and its activities. He’s proud that an European organization is so advanced in space exploration: “ESA, the better NASA” he says. He visits esa.int very often.As an engineer, Winfried is very interested in new technologies that have potential for enhancing the human beings life. In particular, him fantasy is aroused by robots.When he has some free hours, Winfried likes surfing the web, reading novels and comics (mostly fantasy and science fiction), listen to the music (he’s a heavy metal fan) and, if the weather is good, cycling.

Name

Winfried

Country

Germany

Age

27

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Geek

BiographyErik is a freelance software developer. He lives in Oslo with his wife and their two sons.Erik is a very curious person, he reads a lot and spends a lot of time surfing the web looking for cool stuff.Erik’s interested in science, politics, music, movies, comics (he’s a manga expert), movies based on comics, video games, electronic music. He’s a technophile: he loves everything has a wire or a battery; he’s an early adopter of every new gadget. Erik likes to enjoy nature, in the week ends he brings his family to the forests near Oslo.Erik is not keen on astronomy, but if he finds an article or a blog post related to the space exploration he reads it.Erik knows the European Space Agency and some of its activities because he read something about them. He visited esa.int following some links on the web, but his visits were very brief. He knows the Norwegian Space Centre, but he doesn’t know its activities.

Name

Erik

Country

Norway

Age

35

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Humanist

BiographyRocio works as editor for a children literature publisher. She lives in Madrid with Zoe, her 5 years old daughter.Rocio is an educated person who cultivates many passions. She loves theatre, literature and cinema. She reads the newspaper everyday and she’s a subscriber of several magazines (about education, news, cooking, fashion). She’s a good amateur photographer. Her culture is very “humanistic”, she’s clueless about science and math. She regrets it because she feels like she is unable to completely understand the world she lives in. Every time she listens to something related to science, she feels lost.Rocio discovered the internet in the Nineties and she was enthusiastic about the potential of the medium. Since she’s a single mother, she can’t go out very often and has more time to spend surfing the web.Rocio loves to travel. Before the birth of Zoe, during summer holidays Rocio visited a different country every year. She traveled in USA, England, France, Italy, Ireland, Argentina, Morocco and Turkey, always with her camera. Now she travels in Spain with Zoe and her journeys are briefer, but she still brings her camera everywhere.Rocio doesn’t know what the acronym ESA means; “Europen Space Agency? Maybe I heard something in the news…”.

Name

Rocio

Country

Spain

Age

42

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Dreamer

Biography

Valentina is a nurse. She graduated recently and works in a big hospital. She lives in Rome with two roommates.Valentina likes her job, but it is very demanding and challenging: she works nights and week-ends and university didn’t prepare her to the emotional stress of being surrounded by pain.Valentina has a boyfriend: Riccardo, a geology student. They met online, on a heavy metal fans forum.Valentina is a reader, she has always a book in her purse. She reads at least 10 books per year. Most of all she likes science fiction and fantasy. She likes also poetry and humor books. She loves to read comics, she is very up to date about the Italian comics scene. Every year, she goes to Lucca Comics, the most important comics fair in Italy.Valentina goes to the cinema at least three times each month: science fiction and fantasy are her first choice. She’s a Tim Burton fan.Valentina is a romantic girl in every sense: she has an emotional and aesthetic approach to the world. She likes things that look good or sound good. She doesn’t look for intellectual stimulus, she seeks for something that can arouse her fantasy.The only interaction between Valentina and science pass through a popular magazine about science and history: Focus. Valentina doesn’t know the European Space Agency.

NameValentina

Country

Italy

Age

26

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IMAGE

STATUSCULTURE

OBSERVATION

DREAMERS

HUMANISTS

GEEKS

SPACE KEEN

ScienceTechnology

Landscapes

TechnologyVideogames

ComicsWikipedia Science fiction

Rock music

Romanticism

Environmental issues

Mystery

Math

Fantasy

European pride

Comics

Science fiction

European pride

Videogames

Science fiction

Contemporary narrative

Rock music

Cuteness

ComputersInternet

Science

Science

Landscapes

AstronautsDiscoveryInformation

Information

Astronauts

Astronomy

Technology

Technology

Gadgets

Politics

MoviesArts

Poetry

Human relationships

Information

Food

Lifestyle

Nature

Gruppi di utenti e social objects

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StrategiaCoinvolgere le comunità di pratica✓ Migliorando l’aspetto divulgativo e ludico della comunicazione✓ Affidando agli utenti il compito di far conoscere l’ESA ai loro

contatti, amici, conoscenti

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4

L’Agenzia Spaziale Europea

suisocial media

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FacebookFacebook per cercare di raggiungere piú persone

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Friends of ESA facebook.com/EuropeanSpaceAgency

Pagina informale dedicata agli appassionati di spazio.

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Create your Space facebook.com/CreateYourSpace

Gara di creatività: immagini dello spazio, degli astronauti e della Terra come fonte di ispirazione.

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Twitter @esa

Per aggiornare sulle notizie legate allo spazio e alla scienza

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Flickr flickr.com/europeanspaceagency

Per le immagini più belle dello spazio e della Terra e i temi di attualità

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YouTube youtube.com/esa

Per le video-risposte degli astronauti, i video divulgativi, le notizie

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Blog blogs.esa.int

Per la cronaca delle missioni

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MagISStraUna missione nello spazio raccontata con i social media

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Twitter@astro_paolo

Per instaurare un dialogo diretto con le persone

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Flickr flickr.com/magisstra

Per condividere l’emozione di vedere la Terra da 400 chilometri di distanza

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YouTube youtube.com/esa

Per spiegare come si vivenella Stazione Spaziale Internazionale

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GRAZIE