concept social validation in category design

This is an excerpt from Manning's book Design for the Mind: Seven Psychological Principles of Persuasive Design. Login to get full access to this book.

Arlene is a new mom and has just returned to work after having her child. She isn’t satisfied with the look and size of the bag she’s using to carry her breast pump and supplies to work. Arlene posts a comment on a message board for working moms on the What to Expect When You Are Expecting website (figure 6.3). She knows she shares a number of common characteristics and interests as the other women participating on the message board—she looks at them as her trusted advisers. Arlene is looking for a product using social validation from others whose opinions she trusts.

Figure 6.3. Topical forums dedicated to specific groups allow for social validation.

Social validation is the act of an individual looking at what others they view as members of their social group recommend or dislike; people consciously and unconsciously look to their peers for guidance and affirmation. Yelp is the go-to source for many individuals considering where to have dinner, particularly if they’re in an unfamiliar area. Why? Because other users have socially validated highly rated Yelp restaurants, and low-rated restaurants have been socially invalidated. TripAdvisor is another example of a site many users look at for socially validated activities to do during a vacation.

Individuals engage in a number of behaviors seeking social validation as well. These include submitting work for an award, hoping for public praise on a job well done, posting on Facebook or Twitter and hoping for as many Likes or retweets as possible, and writing reviews for sites like Yelp. Reviewing a product validates it if it’s positively reviewed by a member of social group.

Social validation is all about allowing users to see that other people use and approve of your product. Social validation can make or break your product. Positive reviews of your product can be viewed by millions of potential customers, just as easily as a negative review can go viral and stunt your product’s growth. Your design, as well as your marketing plan, should account for recording and distributing product reviews or recommendations.