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1、 THEPSYCHOLOGYOF SOCIALDESIGN UXWEEK2007 JOSHUAPORTER BOKARDODESIGN SocialPsychologist KURTLEWIN founderofsocialpsychology LEWIN SEQUATION B P E Behaviorisafunctionofthe Person hisorherEnvironment THEVALUEOF SOCIALPSYCHOLOGYRESEARCH 1 Standingontheshouldersofothers millionsof hoursofresearch 2 Mored
2、esign lesspolitics asresearchimmediately changesrolltooneofinquiry 3 Shortcuttotherightquestions whatarepeople s motivations howdotheymakedecisions 4 Frameworksprovideagoodfoundationuponwhich tobuildasocialdesignstrategy 5 ProvidesinsightintotheOpaqueValueProblem THEOPAQUEVALUEPROBLEM Icannotunderst
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5、oformlastingrelationships ProductRatings ShareyourownProductImagesPeoplewhoviewedthis buythisAmazonsalesrank socialproof Customerswhoboughtthisalsobought Tagthisitem AddtoWish RegistryListsTellafriendSubmitaProductManualHelpothersfindthisitem RatethisitemCustomerReviewsCustomerDiscussions AMAZONProd
6、uctPageSocialFeatures Listmania OffsiteReviewsSoyou dliketo Psychologist ABRAHAMMASLOW Famousforhis hierarchyofneeds MASLOW SHIERARCHYOFNEEDS self actualization esteem love safety physiological PersonalValue Precedes Network Social Value Mostpeoplearenotselfish butself interested alwayssearchingfirs
7、tforananswerto what sinitforme HowdoyouEncourage Participation Focusonpersonalvaluefirst thensocialvalue Goodquestiontoask Isyourservicevaluable tosomeoneevenifnobodyelseusesit Oncepeoplearegettingvalueatapersonallevel ask Howcanweusethecollectiveactionofindividualstoprovidemorevalue Psychologist PE
8、TERKOLLOCK Earlyresearchinonlinemotivation Kollock s4Motivationsfor Contributing Whydopeopledowhattheydoonline 1 Reciprocity2 Reputation 3 Increasedsenseofefficacy 4 Attachmenttoandneedofagroup Axelrod s3Necessary ConditionstoCooperate Whydopeoplebehaveatall 1 Likelihoodofmeetinginfuture2 Abilitytoi
9、dentifyeachother3 Recordofpastbehavior Sociologist DUNCANWATTS SixDegrees TheScienceofaConnectedAge Inadditiontoprovidingevidenceofthesocialinfluenceofusers Watt sstudyalsosuggeststhatbecauseofsocialinfluenceit becomesmoredifficulttopredict outcomes noteasier UhOh ONBLOCKBUSTERS SOCIALINFLUENCE What
10、shouldentertainmentcompaniesdotoimprovetheiroddsofsuccess Thekeyisto understandthattheoutsizeperformanceofhitsisnotdrivensolely orperhapsevenprimarily by intrinsicattributessuchassound plot style orevenstarpower Rather our newresearchshows muchofthesuccessofentertainmentproductsderivesfromsocialinfl
11、uence theeffectthatconsumershaveononeanother sdecisions Soinadditiontoanticipatingwhichfeaturesindividualconsumersmightfinddesirable executivesshouldadoptstrategiesthattakesocialinfluenceintoaccount DuncanWatts SteveHasker HarvardBusinessReview September2006 EasyFramework 3LifeStages IDENTITYFORMATI
12、ONCreationofsocialidentity includingfindingoneself definingpreferences choosingfriendsandsocialgroups whatvaluesandidealsareimportant howtorebelagainstanddealwithauthority PROFESSIONALLIFEParticipationasamemberinsocietyandformationofaprofessionallife Creationofcommunitygroupsandprofessionalnetworks
13、Evaluationisbasedoncontributiontosocietyandprofessionallife REFLECTION STORYTELLINGTransitiontoreflectingbackonpreviousstages retiringandgettingoutofprofessionallife Activerolesinfamilyandsocietytopreservewayoflife rememberimportanthistoricalissuestolearnfrom SUMMARY Richhistoryofsocialpsychologytha
14、twecan learnalotfrom Psychologyresearchprovidesinsightinto designingsocialwebapplications Doesnotsubstituteforafullresearchagenda butprovidesvaluableframeworksforyourdesigneffort Pickframeworksthatworkforyouanduse themtogalvanizeyourteamandprovidestrategicdirectionovertime Formoreinformationonthedesign strategyofsocialwebapplications JoshuaPorter porter 508 954 Allresourcesforthistalkcanbefoundhere http del icio us bokardo uxweek
