This has been one of the most existing projects I worked on so far. It revealed much about how social networks work, what’s good and also what’s quite scary about them. Reading a lot of articles on the psychology of digitalized social interaction gave me a lot of valuable insight and and lessons on building engaging social networks.
Gamification also played a huge role and I discovered the amazing works of Yu-kai Chou on Gamification and Behavioral Design. We really wanted to figure out how to make a product so exciting that customers become obsessed with using it and are compelled to share how exciting their experience is with their friends.