THEPSYCHOLOGYOFSOCIALDESIGNUXWEEK2007JOSHUAPORTER-BOKARDODESIGNSocialPsychologistKURTLEWIN“founderofsocialpsychology”LEWIN’SEQUATIONB=ƒ(P,E)BehaviorisafunctionofthePerson&hisorherEnvironmentTHEVALUEOFSOCIALPSYCHOLOGYRESEARCH1.Standingontheshouldersofothers(millionsofhoursofresearch)2.Moredesign&lesspolitics,asresearchimmediatelychangesrolltooneofinquiry3.Shortcuttotherightquestions:whatarepeople’smotivations&howdotheymakedecisions?4.Frameworksprovideagoodfoundationuponwhichtobuildasocialdesignstrategy5.ProvidesinsightintotheOpaqueValueProblemTHEOPAQUEVALUEPROBLEM“Icannotunderstandwhyanyonewouldwanttodothis,orwhyanyonewouldwanttoreadtheseposts.Inthepast,Iwouldjustgooffonthesubject,asIdidwithbloggingandpodcastingwhentheyfirstappeared.Sincethen,I’vebecomeabloggerandapodcasterandhavebeenrebukedformyearlieropinions.OntheInternet,theyneverforget.SoI’mthinkingthatIshouldbemoreanalyticalinapositiveway.IsaythiseventhoughthisisonefadIcannotimaginewastingmytimeon.”JohnDvorak,PCMag,inreferencetoTwitterHOLDONASEC...aresocialfeatureseconomicallyviable?1.Directcontactwithpeoplewhomakeyousuccessful2.Amplifycustomeropinion3.Data,data,andmoredata4.Reducesupportcosts5.EngenderTrusttoformlastingrelationshipsProductRatingsShareyourownProductImagesPeoplewhoviewedthis...buythisAmazonsalesrank(socialproof)Customerswhoboughtthisalsobought...TagthisitemAddtoWish/RegistryListsTellafriendSubmitaProductManualHelpothersfindthisitemRatethisitemCustomerReviewsCustomerDiscussionsAMAZONProductPageSocialFeaturesListmaniaOffsiteReviewsSoyou’dliketo...PsychologistABRAHAMMASLOWFamousforhishierarchyofneedsMASLOW’SHIERARCHYOFNEEDSself-actualizationesteemlovesafetyphysiologicalPersonalValuePrecedesNetwork(Social)Value!Mostpeoplearenotselfish,butself-interested...alwayssearchingfirstforananswerto“what’sinitforme?”HowdoyouEncourageParticipation?‣Focusonpersonalvaluefirst,thensocialvalue‣Goodquestiontoask:“Isyourservicevaluabletosomeoneevenifnobodyelseusesit?”‣Oncepeoplearegettingvalueat...
