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Long-tail User Experience: how to cultivate (or dissolve) a community

Websites are social creatures. Or rather, their users are. In turn, the websites you visit are tempered by the users that interact with them. Your experience with a website, say, is directly linked to the people with which you interact on that website. But this introduces an interesting challenge for a user experience designer: do you design for the intial experience or the resulting experience?

User experience isn’t only about the first few times a user uses your application. Nor is it about their day-to-day use of your application. Rather, a user’s experience of your application is based upon a user’s full-spectrum relationship with the application itself. Do they trust the application? Does it align with their goals? Finally, does the application and its community engage users?

Engaging users means giving them cause for involvement. To that end, an engaged user involves themselves with a product, service, or community not because of their own wants or desires, but because of what that product, service, or community stands for. They use the product because they believe in it and its cause.

So UX, how do you do the voodoo that you do?

Making people believe is difficult work. Just ask Jamy Ian Swiss, a professional magician. His entire job is to make people believe the impossible is possible.

“Magic only happens in a spectator’s mind. Everything else is a distraction… Methods for their own sake are a distraction. You cannot cross over into the world of magic until you put everything else aside and behind you – including your own desires and needs – and focus on bringing an experience to the audience. This is magic. Nothing else.

Jamy Ian Swiss

In every project, experience happens “behind the scenes,” in the user’s mind. When many separate factors work together to engage your users, something magical happens. The delivery of this, however, is far from straightforward.

Good user experience isn’t something that can’t be “bolted on” after a website or application has been built. It needs to live within the application’s development process, and breathe in every interaction a user has thereafter.

What this means is that even if your application has an award-winning design, that alone doesn’t determine it’s overall experience. Just because an application is easy to use doesn’t mean that your users won’t grow tired of it. As I alluded to in my last article, for an application to be a huge success it not only has to meet the immediate and short-term goals of the user, it has to appeal to a user’s life goals.

And that’s the point of long-tail user experience: users will go on (and encourage others) to support your website if it aligns with their life goals. For example: do your user’s run a successful consultancy? and does your software make their business easier? Then they’re very likely to encourage other professional consultants to consider it. This may sound common sense but, incorrectly executed, the implications are profound.

MySpace, we (don’t) miss you

Launched in August 2003, Myspace was the preeminent social network of its day, when web 2.0 really hit it big. Not long thereafter it was considered a cultural wasteland.

What happened? Well, for one thing, myspace allowed users to customize their profile. Although this by itself doesn’t seem like a bad idea, it was their own downfall. When Myspace allowed everyone unbridled access to their own profiles, their website’s experience was delegated to the lowest common denominator. In the end, bad User Experience was commonplace.

In an effort to address this phenomenon, one Myspace templating site,, offered 5 tips to design a bad myspace layout, including such gems as: “Use Glitter Text Everywhere,” “Use lots of Movies,” and “Capitalize every other letter.” (Certainly the humor of this article is lost by myspace’s worst perpetrators.)

Although its funny in retrospect, the problem is of serious concern to user experience designers. Giving users the ability to degrade their own – let alone others’s – experience is tantamount to a kind of malpractice. It’s analogous to giving car keys to a 7-year-old. If they can get in the car and reach the pedal, you can kiss your car goodbye.

A typical myspace profile page

So should Myspace have removed a user’s ability to customize their own profile? Of course not. The ability for a user to personalize their experience empowers them to incorporate our website into their lifestyle, thereby improving their experience. To continue with our allegory: giving users this privilege to drive doesn’t mean that you can’t define the rules of the road. In fact, that may be the key to your website’s success.

Ruling out bad User Experience

Personally, it’s hard to imagine a more competitive marketplace than that of online social networks. If a user has already created a profile and connected with her friends on one network, why should she switch? After all, isn’t she’s only interested in the “social” aspect of the network.

Despite this, Facebook launched to the public in February 2004. And as of the date this article is being written, Facebook is the most popular online social network.

So what accounts for the marked success of Facebook in the face (no pun intended) of such adversaries as Myspace? Well, a lot, really. No amount of research or polling will ever conclude that Facebook trumped Myspace due to it’s superior user experience; although I would assume that it played a part— I know it did for me.

Facebook has always pursued a minimalist interface, and the evolution of that interface only hammers this point home. So while Myspace allowed users to stream video, play audio, and write with glitter text, Facebook presented useful information about its users in a compact form. In terms of aligning with their user’s goals: which site was better?

The evolution of the profile page.

Well, better is a relative term. But in terms of connecting real people with other real people, Facebook trumped Myspace, easily. Not only did Facebook protect against spam users more strictly than Myspace, they focused their user’s experience on the people behind the profiles. The effect of this being: even though I might have less friends on Facebook than Myspace, I could be assured that I had more real friends on Facebook; and so, Facebook served its audience to a greater degree than Myspace ever could.

In sum, while we design experiences for users, we must take into account the degree with which they can customize the experiences that other users of the site will have.

LinkedIn, too

Initially, this article was written in response to a conversation I had with a colleague about LinkedIn—yet another social network; this one with the pretense that activity conducted on its website is strictly business-related.

The idea has its merits: far too often, people would use their public profiles on other social networks as if they were their only means of communicating with the world. Because of this, many profiles contained photos, videos, and music that may not be indicative of their owners. While these networks succeeded in allowing people to express themselves, they fell short of being useful tools for potential employees and employers.

And so, LinkedIn was born, and I created an account. Immediately after signing up, I was prompted to enter information about the companies I had worked with; as well as prior job descriptions and responsibilities. Then, after this process was complete, LinkedIn presented me with a neat little online resume.

That’s nice, I thought. I can use this when I want to impress people. Or, if I’m lazy, I won’t need to put together a nicely-formatted resume; just as long as I keep it all up to date here. Potential employers can see what I’m up to and my former colleagues can give me praise and recommend me. Everyone wins. I’ll just sign out and only sign back in if I need to reconnect with a colleague or search for a new job.

Or so I thought. This would have been the end to my LinkedIn story. Indeed, I would consider that interaction blissfull compared to the way I presently interact with the service. Today, with a consistency that is far regular, I’m approached by recruiters who use LinkedIn to “get in touch” with me about what I can offer their business; even though my profile definitely says I’m working full time at a consultancy, this doesn’t deter my would-be employers.

So why the rant? Because LinkedIn comes to mind as an example of long-tail User Experience gone bad. LinkedIn took a good idea (connecting a business-savvy audience) and then botched it as they tried to “bolt on” a business model.
Today, using Linked in, I can’t even contact other users of the site; I have to pay a fee. The website simply assumes that I’m a recruiter looking to use the site for monetary gain.

And that’s what gets me. LinkedIn took away my ability to communicate with others on their website. Their social network is now nothing more than a fancy job-board. Yes, while the market for online job boards isn’t too thoroughly saturated, this is the part where I take my chips and leave. Thanks but no thanks, LinkedIn.

I mean to say: I no longer sign in to LinkedIn because doesn’t jive with my life goals. The “social” part of their network is lost on me.

Closing Thoughts

Designing User Experiences isn’t simply about designing a beautiful, usable product; although that’s certainly a huge part of it. Rather, User Experience design is holistic. It’s about creating a platform and then facilitating a function. Done correctly, your website can engage it’s audience towards a higher goal. Seth Godin calls these groups of engaged people Tribes. To quote from his book by the same name:

Senator Bill Bradley defines a movement as having three elements:

  1. A narrative that tells a story about who we are and the future we’re trying to build.
  2. A connection between and among the leader and the tribe.
  3. Something to do – the fewer limits the better.

Too often organizations fail to do anything but the third.

Seth Godin, Tribes

Not only are User Experience designers responsible for creating the platform, they’re responsible for honing the messages that the site (and its community) sends.

Therefore, in forming the blueprint of your next website, make sure that you take into account how users will actually use your website. After your work is done making the website attractive, easy to use, and functional, ask yourself: what will this community do? How will I engage this community once I have it?

Creating a tribe is by far one of the most difficult, and yet most rewarding things you can do. And that’s what long-tail User Experience is all about.

About the Author

Andrew Maier

Andrew Maier is a lifelong student of the design community who believes that creation and learning are synonymous. His current interests include security, law, cities, and autonomy. He lives in Washington, D.C., in Dupont Circle.


  • Erick Arndt Reply

    Very thought-provoking content. It couldn’t be any more timely for us as we are in the midst of this right now at our startup. Great questions to discuss at the next Panera roundtable. Cheers!

  • Boris Reply

    I agree with your comments concerning LinkedIn; however, that website ticks: it works well for people who want to update their work life, latest occupational news and get feedback from their industry. I believe that the services functions as intended- if you have dozens of work contacts, that site does wonders.

    It keeps you afloat, connected with professionals in your industry who know similar people. Thus, LinkedIn helps you get jobs, advice and important friends in the field.

    In this sense it is well designed. However, it can be easily mistaken for just a social network. I believe that it takes the connectivity part of a social network to a higher level [for a certain audience], updating your professional contacts book constantly rather than a place to merely share your thoughts and media.

    • Andrew Maier Reply


      I think that if you come to LinkedIn––as a new user today––you’ll never want for anything because the features that they took out were features they began with.

      In my mind, LinkedIn changed their approach to their community after I had already signed up. In that regard, I’ve always felt that I can’t trust them anymore, and trust is a huge part of User Experience.

  • Helen Reply

    Well since a couple of weeks facebook is not very userfriendly anymore. Firefox doesnt work since the upgrade. Can not chat or post and other bugs. Nobody is fixing so i am not using Fb anymore…

  • Elaine Chen Reply

    Great case study on MySpace. To generalize a little, many people think “listening to users” in product design mean listening literally and letting the users drive. What we should all do instead is listen to their needs and wants and then apply design discipline to create a great UX all around.

  • Chris Pierre Reply

    Great Article!

    Very Useful Information. I appreciated the thoughts on how myspace’s biggest downfall was because they allowed the user to customize there profiles but in the long run it affected the entire websites user experience.

    Great Post!


  • jan geronimo Reply

    Appreciate very much your analysis of My Space’s demise and the ascendancy of Facebook. I haven’t used LinkedIn though, but based on your observations your disappointment with your experience with it looks valid to me.

  • Amanda McNeill Reply

    I am so glad you brought up the user generated myspace pages as an example: the background, the music, the horror!

    For what it’s worth here is an article from Website Magazine you may enjoy

    I am affiliated with but the article covers several other tools as well.


  • José Mota Reply

    I’m just glad my boss showed me this.

    Anyone can design and only a few can gather people together. It takes passion, drive and a good heart.

    • Juan Pablo Reply

      How can you say that anyone can design? The design requires of much more than you belive, and that is something that much people who program Websites do not appreciate. As well as there are sites that looks well but they do not serve because the way that are programmed. There is also people that call theirself “designer” just because they make something looks pretty. The pages would be functional but it is necessary know that the image and the composition are great part to attract the people to your site, a good design is good a first impression. I do not say that one is more important than other. To which I talk about is that they are needed both to obtain a successful Web site.
      I would like to see those pages with skulls “.GIF” animations all over the site and using “Comic Sans” for the text, ot those myspace layouts.
      Sorry for my English.

  • mrak911 Reply

    Thank you for by excellent reason, more such!!!

    • sun Reply

      Great post! Thanks

  • sergey911 Reply

    Sorry for the question, but I am very interested in how CMS operates a blog?

  • Mitchell G Reply

    “Giving users the ability to degrade their own – let alone others’s – experience is tantamount to a kind of malpractice.” This is an excellent and concise description of what I think a lot of people felt about MySpace. I think this lesson is why customization of a profile on social networks like Vine, Facebook, and Twitter is so limited now, and customization is typically for background images and trim colours at best.

    Tumblr allows more in-depth modifications, though I think it has been curtailed in a very clever way. It can be customized, to a degree, and there’s lots of very easy modifications and themes built right into a decent UI that I think guides a lot of would-be terrible-ux offenders into something more reasonable.

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