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Aine Hart - Enterprise UX Sydney May 2018

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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.

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Aine Hart - Enterprise UX Sydney May 2018

  1. 1. Social Influence in Design Research
  2. 2. ÁINE HART UX DIRECTOR AT SITBACK MASTER IN ORG PSYCH 6+ years in User Experience CBA, ANZ, DoE, Usyd, Cancer Council
  3. 3. “Your mother never read to you and your father never hugged you. That’s why you drink from the toilet.”
  4. 4. There are hundreds of UX best practices and principles stemming from decades of research on human behaviour and psychology -intechnic.com
  5. 5. Social Influence “…When an individual’s thoughts or actions are affected by the presence or implied presence other people…”
  6. 6. Conformity People change their beliefs or behaviour in order to fit in with a group 6
  7. 7. 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
  8. 8. Compliance People appear to agree with others, but keep their differing opinions private 9
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. Thank You! Any Questions?

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