Psychology applied to UX
and
Social Usability
Gianandrea Giacoma
ibridazioni.com

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

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 President of Creative

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 UXD

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
ibridazioni.com

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 “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

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 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/