Beyond the Like Button: Incorporating Social Identity Theory into Design

Users and clients expect digital experiences to allow for social interaction. Because of this, digital design teams are constantly pushed to include social aspects into their products. Incorporating effective social interactions into an experience isn’t as simple as slapping a “Like” button on every page. Designing a successful, usable and influential social experience requires thoughtfulness and a conscious effort.

Social Identity Theory provides a framework for design teams to thoughtfully incorporate elements of social influence within their work. This presentation defines and discusses key elements of Social Identity Theory, using relevant examples in digital design. The presentation will conclude with a facilitated discussion on moving beyond the “Like” button when designing for online social interaction.

You will learn:

  • Why Victor thinks knowledge of theory is critical to design
  • Key components of Social Identity Theory
  • How components of Social Identity Theory are applied to popular websites and digital products
  • Questions that should be asked when incorporating any type of social experience into design
  • BONUS: What the inside of Think Brownstone’s top secret new(ish) location looks like

Event Details:

About Victor Yocco

Victor is a researcher and strategist at Intuitive Company, a user focused research, design, and development firm in Philadelphia. He is the 2015 Vice Chair of PhillyCHI. Victor received his PhD from The Ohio State University, where his research focused on psychology and communication in informal learning settings such as science centers and zoos. His current interests include interpreting the application of social science theories to digital design. He has written for A List Apart, Boxes and Arrows, Smashing Magazine and a number of academic journals.

About Think Brownstone

We’re creative researchers and analytical designers who shape your ideas into polished, user-centered, delightful product experiences. Because great experiences leave lasting impressions. Come think with us.

About PhillyCHI

PhillyCHI is the Philadelphia region’s chapter of the ACM SIGCHI, an interdisciplinary academic and professional group interested in Human-Computer Interaction, User Experience, Usability, and other related disciplines. PhillyCHI holds monthly meetings and socials to network and discuss current topics in HCI.

Learn more at or follow along on Twitter at @PhillyCHI.