LH: I think we really saw our users as people, in social context. When we built out Ma.gnolia, everything from OpenID to the way groups ran to the “Give Thanks” feature…it was [always on our minds] “how does Ma.gnolia exist in the greater context of our members’ lives”. OpenID was an important part of it because we wanted it to seamlessly integrate with an identity system that they were in control of, that they felt ownership of…that YOU all felt ownership of. We were not there to gather up identity, we were there to help you use your existing resources. Also, with “Give Thanks” we wanted to encourage positive social interactions among our members rather than forcing the social stuff in a marketing-heavy type way. You could instead discover other members by finding out who appreciated what you were doing.
JD: Kind of like a reverse lookup by appreciation or something?
LH: Yeah. So instead of being like “Here, follow my stuff. I’m important. You should listen to me”. Instead it’s more like “Oh, I think YOU’RE important and I really like what you’ve been doing. I really like the stuff you’ve found”.
Sep 21st