Here’s a quick Molson Canadian user experience case study.

In light of our recent great success on Molson Canadian’s “Gear Up For Gold” social media experience design (kudos to the team), here are some of the key steps why we were successful and how we can continue this momentum in future social experience:

Step 1 – What’s your social object? Make sure there is a “there” there. Give users a reason to rally. Why would someone come to your site?

Common objective: support Canadian team, support Canada.

Step 2 – Give people a way to identify themselves and to be identified.

Common Identity: Canadian

Step 3 – Give people something to do.

Common Task: Don the Jersey

Step 4 – Enable a bridge to real life (groups, mobile, meetings, face-to-face).

Common Link: Hockey fan base, groups and personal branding

Step 5 – Gently Moderate. Let the community elevate people and content they value.

Common Ground: Canadian hockey fan community

And one golden rule - what’s exciting for the user is almost always also best for the business!

Can you see the squares marked A and B are the same shade of gray?

This proves we are contextual beings and our experience is dependent on perception of the surroundings…this is a key design principle on User Experience – contrast and context.

You can see the proof here:
http://web.mit.edu/persci/people/adelson/checkershadow_proof.html