Gravity7 is the home of Adrian Chan, and social interaction design (SxD). While it is the work of many practitioners and is applied through many practices, SxD starts and ends with users. It looks at interactions among users from individual and social perspectives, connecting the influence of architecture and features on personal and social utility and social outcomes. This includes use of incentive systems and recognition of user personalities and interests. So what does it involve? -- strategic focus on users and social practices -- design direction -- social creative -- conversation strategies -- social architecture -- definitions of social objects and tokens, gestures, communication and activities -- use of social norms -- activity types and conversation models -- understanding analytics -- reading community behaviors -- identifying social failures Clients have included: Likelist; Klout; PeerPong; Extractable; Traction/SAP; ASmallWorld; PopularMedia; Anderson DBB; Sociable; France Telecom/Orange; TrustedOpinion.com; Click.tv; Clipsync.com; Razoo.com; Brick River; Greatnonprofits.org; 3Bubbles; GoingOn.com; Mellon Financial; Thomson Publishing; Oracle; Yoga Journal; Webvan; NEC; Smith & Hawken; Marin Bikes; Sierra Designs; Reel.com; Wisconsin Coalition Against Domestic Violence; Game Ready; Arts Alliance; Harbinger; Isyndicate; Intraspect