Aine Hart is the UX Director and Psychologist at Sitback. Aine has a Masters of Organisational Psychology from the University of NSW and is the UX Director at Sitback. Aine applies her methodologies and design principles to uncover clear insights based on research to deliver engaging experiences for her clients.

1. Social Influence in
Design Research

2. ÁINE HART
UX DIRECTOR AT SITBACK
MASTER IN ORG PSYCH
6+ years in User Experience
CBA, ANZ, DoE, Usyd, Cancer Council

3. “Your mother never read to you and your father never hugged you.
That’s why you drink from the toilet.”

4. There are hundreds
of UX best practices
and principles
stemming from
decades of research
on human behaviour
and psychology
-intechnic.com

5. Social Influence
“…When an individual’s
thoughts or actions are
affected by the presence
or implied presence
other people…”

6. Conformity
People change their beliefs or behaviour
in order to fit in with a group
6

8. People change their beliefs or behaviour in order to fit in with a group
Characteristics:
• Involves a change in belief or behaviour in order to fit in with a group
• Can be in response to real or imagined group pressure
• Brought about by a desire to ‘fit in’ or be liked, a desire to be correct or a
desire to conform to a social role
Implications:
• Research done in a group setting is likely to underestimate diversity
• People do not have to be present for conformity to occur
Conformity

9. Compliance
People appear to agree with others,
but keep their differing opinions private
9

11. People appear to agree with others,
but keep their differing opinions private
Characteristics:
• Public conformity, while possibly keeping one's own beliefs to yourself
• Motivated by the need for approval and the fear of being rejected
• Stops when there are no group pressures to conform to
• Increases with the number of people present
Implications:
• Research done in a group setting may only represent the thoughts,
behaviors and beliefs of the most influential attendees
Compliance

12. Other Forms of Conformity
Internalisation
• A person publicly changes their behaviour to
fit in with the group, while also agreeing with
them privately
• Usually occurs when a person lacks
knowledge and looks to the group for
guidance
• Or when a person is in an unclear situation
and socially compares their behaviour with
the group
Identification
• Individuals conform to the expectations of a
social role
• Other person is a social leader we may well
want to associate with them and so accept
their arguments

13. Impression Management
Process in which people attempt to influence the perceptions of
others (about a person, object or event) by regulating information
in social interactions

14. Process in which people attempt to influence the perceptions of
others (about a person, object or event) by regulating information in
social interaction
Characteristics:
• Controlling information to steer others’ opinions in the service of
personal or social goals
• Can be self–serving or other oriented
• Can be conscious or sub-conscious
Implications:
• People often mask their true feelings and behaviours if they think they
will not give a good impression of them
Impression Management

15. Tips to Mitigate Social Influence in Research
• Choose your methods and venue wisely
• Remember the participant is the expert, not the facilitator
• Consider the relationships between attendees at group sessions
• Consider the impact of recording the sessions
• Consider whether there is an ‘expert’ in the group
• State upfront the participant’s opinion will be reported anonymously
• Emphasise that constructive criticism will add to the value of the session
• In group sessions, ask participants to write down their ideas individually then share with the others

16. Thank You!
Any Questions?