"Loftus unveils the minds shifting fragile art
Where memories can change under whispered suggestion
Eyewitness truths can fade like shadows in the dark
Potential for challenging justice with distortions in confessions
Her work impact courts and policy halls
Sometimes fuelling ethical debates on the power of recall
While guiding design with clarity through reflective calls"
On International Women's Day 2025 (8th March 2025) I wanted to celebrate a woman who has had a great deal of impact on me. Here I will explore the impact on her work and how I am looking at how these ideas might be integrated into my practice and research life in service and co-design.
On 8th September 2015 (goodness a decade ago!) I managed to get to meet Elizabeth (very briefly), and listen to her do a fabulous talk at the launch of the Forensic Psychology Unit at Goldsmith's University.
It was an amazing afternoon of inspirational talks and as you can imagine the lecture theatre was jam packed, but I managed to find a seat quickly thankfully. I looked to my right and I said hello, and asked the person next to me if they were looking forward to the next talk. Anyway, it turned out it was Elizabeth herself (goodness me that's embarrassing). I barely knew what to say, but thankfully she was very gracious in her response.
The talk was incredible, and I was so struck by how brave she was in terms of her research findings. Her approach to storytelling was also incredible, and it still gives me something to aim for everyday.
In 2013, I had a completed a joint research psychology project on eyewitness testimony which I found so interesting to do.
On #IWD I celebrate her work, and also was inspired to think about how this could be applied in my current research in service and co-design.
Pioneering Research on Memory Malleability
Elizabeth Loftus is an American cognitive psychologist renowned for her ground breaking studies on how human memory is not a fixed “record” of events but rather a reconstructive process. Her early experiments, including the well‐known study with Palmer (1974), demonstrated that the phrasing of questions can distort eyewitness recollections for example, using more suggestive language (e.g., “smashed” vs. “hit”) led to higher speed estimates and the false recall of details (like broken glass) that were never present. These findings have fundamentally challenged the reliability of eyewitness testimony in legal settings.
Impact on Legal Systems and Eyewitness Testimony
Loftus’s work has had profound legal implications. By testifying as an expert witness in over 300 court cases including high-profile cases involving wrongful convictions—she has influenced changes in how juries and courts evaluate eyewitness evidence. Her research has prompted reforms such as improved jury instructions on the fallibility of memory and the adoption of more rigorous procedures for witness identification. This body of work not only underscores the risks of relying solely on eyewitness accounts but also fosters a more evidence-based approach to criminal justice.
Advancing Understanding of False and Repressed Memories
Beyond eyewitness studies, Loftus investigated the phenomenon of false memories—how entirely fabricated experiences (e.g., being lost in a shopping mall) can be implanted through suggestion. Her findings raise critical questions about the reliability of “recovered” memories, particularly in therapeutic contexts, and have sparked extensive debate within psychology and legal circles. While controversial, her research has led to a greater emphasis on corroborating memory-based evidence with objective data.
Broader Influence on Memory Research and Public Policy
Loftus’s work has reshaped not only forensic psychology but also broader cognitive science. Her insights into the misinformation effect have been applied to various domains, including marketing, health behaviours, and education. In addition, her innovative studies—such as those exploring whether false memories can influence preferences (e.g., diminished desire for certain foods)—open potential avenues for behavioural change interventions. Her contributions have earned her multiple accolades (e.g., the Grawemeyer Award) and have established her as one of the most influential psychologists of the twentieth century.
Applying Loftus’s Work to Service Design and Co-Design
Enhancing User Research Methods
Loftus’s findings on the power of suggestion underscore the importance of carefully framing questions when gathering user feedback. In service design and co-design sessions, facilitators should use neutral language to avoid inadvertently biasing participants’ recollections of their experiences. For example:
Interview and Survey Design: Craft open-ended questions that do not imply or lead toward a particular answer. This approach helps ensure that the insights collected truly reflect users’ experiences rather than memories altered by the questioning process.
Workshop Facilitation: During co-design workshops, avoid framing scenarios with suggestive cues. Instead, provide context-neutral prompts to elicit authentic responses and creative ideas from participants.
Improving Service Innovation Through Accurate User Insights
Because memory is inherently reconstructive, designers can benefit from using multiple methods to validate user experiences. Techniques such as triangulation combining interviews, observations, and diary studies can help counteract the potential distortions in memory. This is especially important when designing services for complex or emotionally charged experiences (e.g., healthcare or crisis services).
Ethical Considerations in Co-Design
Loftus’s research also teaches caution. While the idea of “planting” positive behavioural cues (as in her studies with food aversion) is intriguing, ethical constraints are paramount. In service co-design, any attempt to influence user behaviour must be transparent and respectful of users’ autonomy. Co-design processes should aim to empower participants by using their genuine experiences as a foundation for innovation rather than relying on manipulative techniques.
Integrating Memory Insights into Iterative Design Processes
Designers can incorporate the principles of memory malleability by:
Designing Reflective Sessions: Allowing users time to reflect on and verify their experiences before using them to inform design decisions.
Creating Feedback Loops: Implementing iterative cycles in the design process that revisit and validate earlier findings, thereby reducing the risk of building on distorted memories.
Training Facilitators: Educating co-design facilitators about cognitive biases and memory distortion can lead to better moderation and more reliable co-created outcomes.
These approaches not only help in capturing authentic user insights but also contribute to creating services and interventions that are more resilient, user-centred, and effective in addressing real needs.
By merging Loftus’s rigorous research insights with thoughtful design practices, service and co-design teams can create innovative, ethically sound solutions that truly reflect user experiences and needs.