The Design Psychologist | Psychology for UX, Product, Service, Instructional, Interior, and Game Designers

 Go to thedesignpsychologist.substack.com to get episode summaries right in your inbox so you can easily reference, save, and apply what you learn. Why does social proof work?And, what are some practical tips on how to use it to create better designs?In part one of these Social Proof episodes, we started with the foundations of social psychology. We looked at the history, key studies, and some helpful frameworks.Now in part two, we’re picking up where we left off—at the five-point framework I mentioned at the end of Part One. This is where things get practical. We’ll connect the social psychology research with actual strategies for implementing social proof. We’ll explore how social proof methods like testimonials, expert endorsements, and more, have an impact on our psychology, in particular, when we’re making buying decisions.By the end, you’ll have a framework to decode social proof and a toolkit to apply it thoughtfully.What You’ll LearnFive core psychological drivers— including our need to fit in, our fear of missing out, and so on  How social proof methods like testimonials, expert endorsements, and more, have an impact on our psychology, in particular, when we’re making buying decisions. A framework to decode social proof and a toolkit to apply it thoughtfully. Key TakeawaysWe relate to other humans, and shared experiences matter.We want to fit in—and social proof taps into that drive.We trust experts when making decisions under uncertainty.We’re motivated by FOMO (fear of missing out).Imagination helps us take action when we see others doing the same.These drivers explain why social proof works. We respond to stories, signals, and shared experiences because they tap into how our minds are wired.We also explored how to use social proof in design. Whether it’s testimonials, expert endorsements, client logos, or user-generated content, each method works best when it feels real, relevant, and respectful. The goal isn’t to trick users—it’s to guide them with clarity, trust, and connection.thedesignpsychologist.substack.com is the podcast newsletter. Get episode summaries right in your inbox so you can easily reference, save, and apply what you learn.  

The discussion dives deep into social proof, illustrating how our behavior is often shaped by others around us. From the psychology of applause to bustling restaurant lines, everyday examples showcase this principle at play. Historical insights reveal how early observations, like cyclists’ performances in groups, laid the foundation for social psychology. Key psychological principles unravel why we relate to others, trust experts, and fear missing out. Each insight paves the way for leveraging social proof in design and marketing to influence decision-making.

Tamara Adlin, an esteemed UX practitioner and co-author of 'The Persona Lifecycle,' discusses the pitfalls of traditional user personas and introduces her innovative concept of alignment personas. She explains how misalignment among stakeholders can derail projects and emphasizes the importance of surfacing assumptions before design. Adlin also shares her five conversations framework to prioritize goals, highlighting how focusing on aligned objectives can lead to more effective outcomes. Her insights promise to transform how teams approach user-centered design.

Join veteran game designer Jesse Schell, a former Disney Imagineering creative director and CEO of Schell Games, as he dives into the impactful world of game design. Discover how games create meaningful experiences rather than just products. Jesse highlights the power of introspection for understanding users and shares insights on maintaining player flow through tension and release. Learn why gamification often misses the mark and how essential emotional arcs and playful interactions shape engaging designs applicable across various fields.

Explore the MAYA Principle, which balances innovation and usability in design. Discover how products like the iPad combine familiarity with novelty to create intuitive user experiences. Learn about psychological barriers like loss aversion and how they influence adoption of new ideas. Hear fascinating stories about how Post-it Notes emerged from a failed adhesive, and understand why pacing innovation is key to keeping users engaged. Incorporate user feedback to ensure innovations resonate, making change feel like a gain rather than a loss.

Marc Stickdorn, a service design expert and co-founder of More Than Metrics, dives into the transformative power of service design. He discusses the critical role of community collaboration and innovative approaches in enhancing customer experiences, using relatable examples like grocery store checkouts. The conversation explores how digital transformation can unify customer interactions and address organizational silos. Stickdorn emphasizes the iterative nature of design, advocating for continuous improvement and adaptation in an ever-changing landscape.

Discover how the peak-end rule shapes our memories and influences design. Designers learn that people remember experiences based on their most intense moments and how they end, rather than their entire duration. Explore why a positive conclusion matters, even in discomforting situations. The discussion reveals the disconnect between memory and actual experience, emphasizing the importance of thoughtful design in creating impactful moments. Plus, uncover fascinating insights from happiness research about our reactions and decision-making.

What’s the best way to choose how you’ll teach something so it actually sticks?Design your next lesson so learners don’t just follow along—they understand, remember, and apply their new skills.By grounding your instruction in Cognitive Load Theory, you’ll gain a practical compass for sequencing content, trimming unnecessary load, and accelerating real mastery.Our guest, Dr. John Sweller, pioneered Cognitive Load Theory during more than four decades as Professor of Educational Psychology at the University of New South Wales. His research has reshaped classrooms, training programs, and learning technologies worldwide.WHAT WE COVER IN THIS EPISODEWhy learners often absorb less when they start by solving problems—and what to do insteadThe expertise‑reversal effect: why novices and experts need opposite instructional treatmentsHow to recognize when learners look active but aren’t actually learningThe modality, split‑attention, and redundancy effects—and how they guide interface and content designPractical ways to balance intrinsic, extraneous, and germane load so learners stay challenged without being overwhelmedthedesignpsychologist.substack.com is the podcast newsletter. Get episode summaries right in your inbox so you can easily reference, save, and apply what you learn.  

Discover how the Zeigarnik effect keeps unfinished tasks at the forefront of our minds. Unfinished business creates cognitive tension that designers can harness to enhance user engagement. Explore practical strategies like progress bars and checklists to motivate users and guide them towards completion. Learn about the surprising power of cliffhangers in learning experiences, and find out when this tension might cause frustration. The insights shared can transform ordinary tasks into captivating journeys, ensuring users return to finish what they've started.

Julie Dirksen, a seasoned designer of learning experiences and author, dives into the complexities of behavior change. She explores why simply sharing information often falls short in driving action. Discover practical strategies for tackling the knowing–doing gap, such as understanding motivation and habit dynamics. Julie introduces the 'elephant and rider' model to highlight how emotions influence decisions. Through real-world examples, she emphasizes tailoring training to diverse learner needs and reshaping environments to make the right choices easier.