Psychology applied to UX
           and
     Social Usability




                           Gianandrea Giacoma
          ...
1. What's going on between Psychology and UX?

2. The user as a psychological and social system

3. For example... UXD int...
1. What's going on between
    Psychology and UX?
Psychology → IxD → UXD
Donald Norman
Persuasive Design

 Social Interfaces

Change Behaviours
BJ Fogg
Stanford University
"..as interaction designers, our medium is not technology – it's behavior."




 Robert Fabricant
Frog Design - Vice Presi...
Andy Budd
Founding Partner of Clearleft
What's happening?
2. The user as a
psychological and social system
The digital interactions make the mental world pragmatically more “realistic”




“What is real?”
Co-evolution between man and cognitive technologies
The cognitive artifact extend
  the cognitive processes
Extended Mind or extended Psyche?
Memory extensions
Share knowledge
The emotional role of the personal diary
              for a teen

           The multitasking
The social networks expand social dynamics
New channels of socialization
diffused identity
Social Presence

Diffused and co-created identities
Human – Machine

Human – Machine – Human
The middle earth of interaction is richer of psychological and social variables
The UXD has to adapt to the users' mutation
New users levels and needs require three different
integrations of competences between Psychology
                    and ...
1. Going beyond Cognitive Ergonomy,
Psychophysiology, Behaviourism and the first
               Cognitivism
2. The etnographic narration is not enough
3. More Social Psychology, Psychodynamic and
          Construtivism Cognitivism
It's a matter of granularity
Sorry for the psycholanguage...
What are the opportunities and challenges
           for the Designers?
Design more complex psychological and social
             experiences
3. For example... UXD into the
        Enterprise 2.0
Sociality and knowledge management
- Sociality to make collaboration habit

- Aliance between person and professional

- Intrinsic motivations




          ...
To be users in a network is an experience of
 social presence and co-creation of a community
The UX Designer has already some new tools and
               models to adopt
For example...
How to enable sociality in a digital space?
Social Usability
Social Usability is a quality attribute that assesses how easy social interactions
are to make. The term ...
4. It's just the beginning
Let's create research and collaboration spaces
     between Designers and Psychologists
Gianandrea Giacoma
ibridazioni.com

Mail gianandrea.giacoma@gmail.com
Twitter @ibridazioni
Immagini:

BJ Fogg – Meet the Media Guru - http://www.flickr.com/photos/meetthemediaguru/3954741258/sizes/o/
Robert Fabric...
Ux conf 2010
Ux conf 2010
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Ux conf 2010

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Ux conf 2010

  1. 1. Psychology applied to UX and Social Usability Gianandrea Giacoma ibridazioni.com
  2. 2. 1. What's going on between Psychology and UX? 2. The user as a psychological and social system 3. For example... UXD into Enterprise 2.0 4. It's just the begining
  3. 3. 1. What's going on between Psychology and UX?
  4. 4. Psychology → IxD → UXD
  5. 5. Donald Norman
  6. 6. Persuasive Design Social Interfaces Change Behaviours
  7. 7. BJ Fogg Stanford University
  8. 8. "..as interaction designers, our medium is not technology – it's behavior." Robert Fabricant Frog Design - Vice President of Creative
  9. 9. Andy Budd Founding Partner of Clearleft
  10. 10. What's happening?
  11. 11. 2. The user as a psychological and social system
  12. 12. The digital interactions make the mental world pragmatically more “realistic” “What is real?”
  13. 13. Co-evolution between man and cognitive technologies
  14. 14. The cognitive artifact extend the cognitive processes
  15. 15. Extended Mind or extended Psyche?
  16. 16. Memory extensions
  17. 17. Share knowledge
  18. 18. The emotional role of the personal diary for a teen The multitasking
  19. 19. The social networks expand social dynamics
  20. 20. New channels of socialization
  21. 21. diffused identity
  22. 22. Social Presence Diffused and co-created identities
  23. 23. Human – Machine Human – Machine – Human
  24. 24. The middle earth of interaction is richer of psychological and social variables
  25. 25. The UXD has to adapt to the users' mutation
  26. 26. New users levels and needs require three different integrations of competences between Psychology and UXD
  27. 27. 1. Going beyond Cognitive Ergonomy, Psychophysiology, Behaviourism and the first Cognitivism
  28. 28. 2. The etnographic narration is not enough
  29. 29. 3. More Social Psychology, Psychodynamic and Construtivism Cognitivism
  30. 30. It's a matter of granularity
  31. 31. Sorry for the psycholanguage...
  32. 32. What are the opportunities and challenges for the Designers?
  33. 33. Design more complex psychological and social experiences
  34. 34. 3. For example... UXD into the Enterprise 2.0
  35. 35. Sociality and knowledge management
  36. 36. - Sociality to make collaboration habit - Aliance between person and professional - Intrinsic motivations ibridazioni.com
  37. 37. To be users in a network is an experience of social presence and co-creation of a community
  38. 38. The UX Designer has already some new tools and models to adopt
  39. 39. For example...
  40. 40. How to enable sociality in a digital space?
  41. 41. Social Usability Social Usability is a quality attribute that assesses how easy social interactions are to make. The term “social usability” also refers to the methods for improving the ease of human-human interaction during the design process. ibridazioni.com - Relations - Identity - Communication - Emergence of Groups
  42. 42. 4. It's just the beginning
  43. 43. Let's create research and collaboration spaces between Designers and Psychologists
  44. 44. Gianandrea Giacoma ibridazioni.com Mail gianandrea.giacoma@gmail.com Twitter @ibridazioni
  45. 45. Immagini: BJ Fogg – Meet the Media Guru - http://www.flickr.com/photos/meetthemediaguru/3954741258/sizes/o/ Robert Fabricant – PopTech! - http://www.flickr.com/photos/poptech2006/2969780492/sizes/l/ Andy Budd – Kurafire - http://www.flickr.com/photos/kurafire/190014099/sizes/l/ Donald Norman – Cyberdees - http://www.flickr.com/photos/cyberdees/3641655561/sizes/l/ Orangutan – Davidandbecky - http://www.flickr.com/photos/davidandbecky/3956298644/sizes/l/ Grottes de Lascaux Iiv – Davidmartinpro - http://www.flickr.com/photos/davidmartinpro/3605363434/sizes/l/ Spok – S.t.a.r.k. - http://www.flickr.com/photos/estark/125538877/sizes/l/ Middle Earth – Darek_Smid - http://www.flickr.com/photos/darc/313252881/sizes/l/
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