Conclusion

The design of social web applications rests on our ability to identify and support the basic motivations of the people who use our software. Once we identify what those motivations are, we can fine-tune our design appropriately.

The basic motivations outlined in this chapter—identity, uniqueness, reciprocity, reputation, efficacy, control, ownership, attachment to a group, and fun—are all possible reasons for someone to use your software. Your web site will most likely draw upon a unique mixture of these motivations. In some cases, your users will even become passionate about your software. You can make this possible by helping people learn and by being passionate yourself.