HCI/UX, and UGC

Andry Alamsyah
Multimedia Interactive
@andrybrew

Human Computer Interaction

(HCI)
Humancomputer Interaction (HCI) involves the
study, planning, and design of the interaction
between people (users) and computers. It is often
regarded as the intersection of computer science,
behavioral sciences, design and several other
fields of study.

HCI and
UX

FIELDS
of UX

HCI Design Methodologies

Activity Theory (provides framework to reason
about action in the context interaction human
with computers, analytical tools, checklist items
to consider, design interaction from an activitycentric perspective)
User Centered Design (designing
product/interface according needs of users)
Principle of User Interface Design (7 principle
considered when designing user interface :
tolerance, simplicity, visibility, affordance,
consistency, structure, feedback)

Current HOT Topics in HCI

End User Development ( ordinary users can
tailor application at their own needs, and user this
power to invent new applications based on their
understanding of their own domain)
Embedded Computations (using computer
beyond desktop comp. with ubiquitous devices
around us)
Augmented Reality (layering relevant
information into our vision of the world e.g. real
statistic to accompany performing difficult task,
additional information about who we are talking
with)

HCI Factors of Change

Decreasing hardware cost

Miniaturizing hardware lead to portability
Power reduction lead to portability
New display technology leading to packaging
computational device to new form
Specialized hardware leading to new function
Increased development of network computer and
distributed computing.
Increasingly widespread of computer , especially
by people outside of computing profession
Increasing innovation in input technique

Future HCI Expected

Ubiquitous communication
High functionality system : Systems can have
large numbers of functions associated with them
(no need thick manual)
Mass availability of computer graphics (become
inexpensive)
Mixed media (merge media/multimedia)
High bandwidth interaction (lead to virtual reality,
computational video)
Large and thin display
Information utilities (public and specialized
information at proliferate rate)

USER GENERATED CONTENT

(UGC)
UGC covers range of media content available today
entered mainstream media since 2005
as based for Web 2.0 (social networking sites, blogs, wikis,
video sharing sites, hosted services, web applications,
mashups etc)
UGC on digital media today, such as question-answer
databases, digital video, blogging, podcasting, forums, reviewsites, social networking, mobile phone photography and wikis.
UGC may also employ a combination of open source, free
software, and flexible licensing or related agreements to
reduce the barriers to collaboration, skill-building and
discovery.
UGC have a tight relationship with CE (Customer Engagement)

User Generated Content

Users
Users generate
generate the
the content
content
Users
Users upload
upload the
the content
content
Web
Web 2.0
2.0

The
The earliest
earliest forms
forms arrived
arrived in
in
1980
1980 with
with Usenet,
Usenet, aa global
global
discussion
discussion network
network that
that
allowed
allowed users
users to
to share
share
comments
comments and
and experiences
experiences
of
of a
a given
given topic.
topic.
In
In 2006,
2006, UGC
UGC sites
sites attracted
attracted
69
69 millions
millions users
users in
in the
the
USA,
USA, and
and in
in 2007
2007 generated
generated
USD
USD 1
1 billion
billion in
in advertising
advertising
revenue.
revenue.

By
By 2011,
2011, UGC
UGC sites
sites are
are
projected
projected to
to attract
attract 101
101
million
million users
users in
in the
the USA
USA and
and
earn
earn USD
USD 4.3
4.3 billions
billions in
in ad
ad 10
revenue.
revenue.

web 2.0

Web 2.0
Web
Web applications
applications that
that facilitate
facilitate
participatory
participatory information
information sharing,
sharing,
interoperability,
interoperability, user-centered
user-centered
design,
design, and
and collaboration
collaboration on
on the
the
World
World Wide
Wide Web
Web

Allows
Allows users
users to
to interact
interact and
and
collaborate
collaborate with
with each
each other
other in
in a
a
social
social media
media dialogue
dialogue as
as creators
creators
of
of user-generated
user-generated content
content in
in a
a
virtual
virtual community
community
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Types of User Generated Content

Audio
Audio
Games
Games
Custome
Custome
rr
Reviews
Reviews

Mobile
Mobile
video
video

Mobile
Mobile
photo
photo

Advertisin
Advertisin
g
g

Discussio
Discussio
n
n boards
boards

News
News

Social
Social
Networking
Networking
Blogs
Blogs

Wikis
Wikis
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Popular UGC Sites

15

UGC
UGC
UGC =
= Conversational
Conversational Media
Media

VS
Package
Package Good
Good Media
Media

UGC is person of the year

UGC types
discussion forum
blogs
wiki
social networking
sites
advertising
fanfiction
news sites

trip planner
memories
mobile photo &
videos
customer review
sites
audio
video games
maps and location
system

UGC Business Model

corporate
corporate

material
material to
to
consume
consume

UGC
UGC //
playing
playing
field
field

mobile
mobile //
web
web // media
media

consumer
consumer

Facebook is the worlds largest social-networking

service by number of users, will generate $4.27
billion in revenue this year, more than double the $2
billion made in 2010, according to research firm
eMarketer Inc.

People on Facebook
1. More than 750 million active users
2. 50% of our active users log on to Facebook
in any given day
3. Average user has 130 friends
4. People spend over 700 billion minutes per
month on Facebook
Activity on Facebook
1. There are over 900 million objects that people
interact with (pages, groups, events and
community pages)
2. Average user is connected to 80 community
pages, groups and events
3. Average user creates 90 pieces of content each
month
4. More than 30 billion pieces of content (web links,
news stories, blog posts, notes, photo albums,
etc.) shared each month.

Mobile
1. There are more than 250
million
active
users
currently
accessing
Facebook through their
mobile devices.
2. People
that
use
Facebook on their mobile
devices are twice as
active on Facebook than
non-mobile users.
3. There are more than 200
mobile operators in 60
20
countries
working
to
deploy
and
promote
Facebook
mobile
products

Twitter
is
an
online
social
networking
and
microblogging
service that enables its users to
send and read text-based posts of
up to 140 characters, informally
known as "tweets".
Twitter was created in March 2006 by
Jack Dorsey and launched that July.
Twitter
rapidly
gained
worldwide
popularity, with 200 million users as of
2011, generating over 200 million
tweets and handling over 1.6 billion
search queries per day. In 2010, Twitter
gained proximately USD 140 million
revenue.

21

YouTube is a video-sharing website,

created by three former PayPal
employees in February 2005, on
which users can upload, share and
view videos.

In
November
2006,
YouTube,
LLC
was
bought by Google Inc.
for US$1.65 billion,
and now operates as a
subsidiary of Google.

YouTube uses Adobe Flash Video and HTML5

technology to display a wide variety of usergenerated video content, including movie clips,
TV clips, and music videos, as well as amateur
content such as video blogging and short
original videos. Most of the content on YouTube
has been uploaded by individuals, although
media corporations including CBS, BBC, VEVO,
Hulu and other organizations offer some of their
material via the site, as part of the YouTube
partnership.

YouTube 2011 revenue

estimation
reaches
US$1.1 billion.

22

Flickr is an image hosting and video hosting

website, web services suite, and online community
created by Ludicorp in 2004 and later acquired by
Yahoo! in 2005.

In addition to being a popular website for users

to share and embed personal photographs, the
service is widely used by bloggers to host
images that they embed in blogs and social
media.

Flickr has a total of 51

million registered member
and
80
million
unique
visitors. In August 2011, it
reported that it was hosting
more than 6 billion images
and this number continues
to grow steadily according23
to
reporting sources.

Wikipedia
is a free, webbased,
collaborative,
multilingual
encyclopedia
project supported
by the non-profit
Wikimedia
Foundation
As of July 2011, there are editions of
Wikipedia in 282 languages. It has become
the largest and most popular general
reference work on the Internet, ranking
seventh globally among all websites on Alexa
and having 365 million readers.

Its
19.7
million
articles
(over
3.7
million in English)
have been written
collaboratively
by
volunteers around the
world. Almost all of its
articles can be edited
by
anyone
with
access to the site and
it has about 90,000
regularly
active
contributors.

It is estimated
that
Wikipedia
receives
2.7
billion
monthly
pageviews
from
the United States
alone.

24

eBay Inc. is an American

internet
consumer-toconsumer (c2c) corporation
that manages eBay.com, an
online auction and shopping
website in which people and
businesses buy and sell a
broad variety of goods and
services worldwide.
Founded in 1995, eBay is
one of the notable success
stories
of
the
dot-com
bubble; it is now a multibillion dollar business with
operations localized in over
thirty countries.
In 2010,
eBay gained USD 9.156
billion revenue.

eBay expanded its original set-time auction

format to include Buy it Now standard
shopping, online classified advertisement, online
ticket trading, online money transfer and other
services.

25

MySpace is a social
entertainment website,
with more of a focus on
music,
movies,
celebrities
and
TV.
Myspace also developed
a linkup with Facebook
that
would
allow
musicians and bands to
manage their Facebook
profile

Myspace operates solely on revenues generated

by advertising as its user model possesses no
paid-for features for the end user. Through its
Web site and affiliated ad networks, Myspace is
second only to Yahoo! in its capacity to collect
data about its users and thus in its ability to use
behavioral targeting to select the ads each
visitor sees.

On August 8, 2006, search engine Google

signed a $900 million deal to provide a
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Google search facility and advertising on
Myspace.

How to Leverage UGC for Advertising

Placing
Placing
commercial
commercial
messaging
messaging in
in and
and
around
around
the
the
content
content

Becoming
a
part
of
the
content itself
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Trend in UGC Advertising

Conversation
Targeting

Overlay Video Ads

Custom
Communities

Trend in UGC
Advertising

Dedicated
Channels

Branding Wrappers
Brand Profile
Page
Widgets

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Challenges and Opportunities

Empowering marketers to shape the discussion
Advertising in UGC environment requires a radically different
mindset from traditional advertising. Instead of controlling the
environment in which consumers see their ads, advertisers must
now become a part of it.
Identifying rewards vs Risks
Creating a brand page on SNS and inviting
the
general
public
to
upload/publish
comments may put risk on the brand itself.

Experimentation
A major obstacle to do something new is
fear of the unknown. Many advertisers
simply arent clear on how to go about
UGC advertising or are unsure of which
solution will best fit their objectives.

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motivation & incentives

implicite incentives (feel good as an active
member, facebook friends, twitter follower,
badges, status, level, famous and other social
incentive)

explicit incentives (financial payment,

voucher, contest entry, considered non objective)

UGC issue / criticsm

fairness
quality
privacy
sustainable availability of creative work and effort
intellectual property right (copyright)

UGC Legal Issues

Liability Of
Websites
That Allow
UGC:

Copyright
Dilemma

Internet Service
Providers
Liability

Copyright
Exceptions

Content
Providers
Liability
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