Abstract
Social activity is becoming a central contributor to user experience (UX) in many modern Web services. The motivations, norms and rules of online communities have been widely researched, however, social activity and its UX in modern Web services is a less studied area. We conducted a four-week-long field study with three Web services -- Facebook, Nokia Sports Tracker and Dopplr -- which all support social activity. The aim of this study was to identify the central drivers and hindrances of social UX, user experience of online social activity. Our results show that the main drivers of social UX include self-expression, reciprocity, learning and curiosity, whereas unsuitability of content and functionality, incompleteness of user networks and lack of trust and privacy are often experienced as hindrances for social UX. Our findings also reveal the pragmatic and hedonic nature of the drivers and hindrances. The results can be used to inform design and evaluation of social UX in Web services.
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