Objectives:
The aim of this paper is to analyze the phenomenon of social proof and to assess its significance in the design of user experiences for digital products.

Material and methods:
A review of the literature and case studies on the implementation of social proof in online environments was conducted. The analysis considered the psychological foundations of the mechanism, including informational and normative conformity, as well as its diverse forms, such as reviews, ratings, recommendations, case studies, popularity metrics, and community activity.

Results:
The study found that social proof plays a crucial role in building trust and increasing conversion in User Experience design. The effectiveness of this mechanism depends on its authenticity, transparency, and suitability to the nature of the product and the user profile. Potential risks of unethical use were also identified, including fake reviews, manipulative design patterns (dark patterns), and astroturfing.

Conclusions:
Social proof is an important and effective element of user experience design; however, its efficiency requires responsible application. Ethical implementation, based on authenticity and transparency, is essential to avoid the loss of user trust.