Your Customers are Stupid (Big Design Conference 2013)

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Understanding cognitive biases, how they affect your customers, and how to design to take advantage of them. Presented by myself (@Ezra802) and Tim Parcell (@Freescribbles) at the Big Design Conference, on October 19th, 2013
Transcript
  • 1. YOUR CUSTOMERS ARE STUPID #stupidcustomers #bigd13 Sunday, October 20, 13 #stupidcustomers
  • 2. YOUR CUSTOMERS ARE STUPID BUT IT’S NOT THEIR FAULT #stupidcustomers #bigd13 Sunday, October 20, 13 #stupidcustomers
  • 3. Need Proof? #stupidcustomers Sunday, October 20, 13
  • 4. #stupidcustomers Sunday, October 20, 13
  • 5. STUPID. #stupidcustomers Sunday, October 20, 13
  • 6. #stupidcustomers Sunday, October 20, 13
  • 7. STUPID. #stupidcustomers Sunday, October 20, 13
  • 8. End. Tosh.0 #stupidcustomers Sunday, October 20, 13
  • 9. We Are NOT Here... ... to talk about stupid people doing stupid things. #stupidcustomers Sunday, October 20, 13
  • 10. We Are Here... ... to talk about how smart people do stupid things without knowing it. #stupidcustomers Sunday, October 20, 13
  • 11. #stupidcustomers Sunday, October 20, 13
  • 12. Reality. #stupidcustomers Sunday, October 20, 13
  • 13. People... ...Are not always in charge of their own actions and behaviors. #stupidcustomers Sunday, October 20, 13
  • 14. The Scary Truth... ... is people’s loss of control is due to the unconscious mind constructing subjective realities. #stupidcustomers Sunday, October 20, 13
  • 15. These Subjective Realities... ... cause people to think in less than rational ways. Sometimes this works to their advantage. Other times, not. #stupidcustomers Sunday, October 20, 13
  • 16. Experts Call This... ... Cognitive Bias. #stupidcustomers Sunday, October 20, 13
  • 17. Cognitive Biases: Tendencies to think in certain ways. They can lead to systematic deviations from a standard of rationality or good judgement. #stupidcustomers Sunday, October 20, 13
  • 18. Who? Why? #stupidcustomers Sunday, October 20, 13
  • 19. We Are... Ezra Englebardt Timothy Parcell @ezra802 @freescribbles Brand planner currently obsessed with gadgets, bikes, consumer behavior, movies, food trucks and 5Ks Experience designer permanently obsessed with running, comic books, cartoons, beer and My Little Pony Sunday, October 20, 13
  • 20. SapientNitro... #stupidcustomers Sunday, October 20, 13
  • 21. SapientNitro... ... helps brands bring ideas to life. #stupidcustomers Sunday, October 20, 13
  • 22. SapientNitro... ... helps brands bring ideas to life. Sometimes it’s a website. Sometimes it’s an ad. #stupidcustomers Sunday, October 20, 13
  • 23. SapientNitro... ... helps brands bring ideas to life. Sometimes it’s a website. Sometimes it’s an ad. All the time, it’s an experience. #stupidcustomers Sunday, October 20, 13
  • 24. SapientNitro... ... helps brands bring ideas to life. Sometimes it’s a website. Sometimes it’s an ad. All the time, it’s an experience. #stupidcustomers Sunday, October 20, 13
  • 25. Brands We’ve Helped... #stupidcustomers Sunday, October 20, 13
  • 26. The Real Challenge #stupidcustomers Sunday, October 20, 13
  • 27. Our Industry... ... designs solutions to complicated problems. #stupidcustomers Sunday, October 20, 13
  • 28. These Solutions... ...require interaction with customers. #stupidcustomers Sunday, October 20, 13
  • 29. And... ... customers are stupid. #stupidcustomers Sunday, October 20, 13
  • 30. Ok. That’s Been Debunked. #stupidcustomers Sunday, October 20, 13
  • 31. Customers... ... talk rationally. #stupidcustomers Sunday, October 20, 13
  • 32. Customers... ...act irrationally. #stupidcustomers Sunday, October 20, 13
  • 33. What is a Cognitive Bias? #stupidcustomers Sunday, October 20, 13
  • 34. You know how every time you get in line at the grocery store you ALWAYS seem to get stuck behind the lady with 800 coupons? or the guy paying in pennies? #stupidcustomers Sunday, October 20, 13
  • 35. This is an example of the Availability Bias–giving more unwarranted importance to memories that are most vivid, the most available for retrieval by our brains. You simply don’t recall all the times you go to the market, pick up some items, and check out without incident. #stupidcustomers Sunday, October 20, 13
  • 36. How many of you think that you are a good driver? #stupidcustomers Sunday, October 20, 13
  • 37. How many of you think that you are a good driver? How many of you think you’re above average intelligence, relative to your peers? #stupidcustomers Sunday, October 20, 13
  • 38. #stupidcustomers Sunday, October 20, 13
  • 39. Both are examples of Illusory Superiority Bias– people overestimate their positive qualities and abilities and underestimate their negative qualities, relative to others. #stupidcustomers Sunday, October 20, 13
  • 40. Both are examples of Illusory Superiority Bias– people overestimate their positive qualities and abilities and underestimate their negative qualities, relative to others. In other words, it’s statistically unlikely that you are ALL better than average (at anything). #stupidcustomers Sunday, October 20, 13
  • 41. What This Means For Us #stupidcustomers Sunday, October 20, 13
  • 42. Great Experiences... ... require forethought and an attention to detail. #stupidcustomers Sunday, October 20, 13
  • 43. Aesthetics #stupidcustomers Sunday, October 20, 13
  • 44. Pick A Good T ypeface #stupidcustomers Sunday, October 20, 13
  • 45. #stupidcustomers Sunday, October 20, 13
  • 46. Pick A Good Typeface #stupidcustomers Sunday, October 20, 13
  • 47. #stupidcustomers Sunday, October 20, 13
  • 48. Pick A Good Typeface #stupidcustomers Sunday, October 20, 13
  • 49. #stupidcustomers Sunday, October 20, 13
  • 50. Form... ... And function. #stupidcustomers Sunday, October 20, 13
  • 51. Making Tagine... 3 tablespoons olive oil, divided 2 pounds lamb meat, cut into 1 1/2 inch cubes 2 teaspoons paprika 1/4 teaspoon ground turmeric 1/2 teaspoon ground cumin 1/4 teaspoon cayenne pepper 1 teaspoon ground cinnamon 1/4 teaspoon ground cloves 1/2 teaspoon ground cardamom 1 teaspoon kosher salt 1/2 teaspoon ground ginger 1 pinch saffron 3/4 teaspoon garlic powder 3/4 teaspoon ground coriander 2 medium onions, cut into 1-inch cubes 5 carrots, peeled, cut into fourths, then sliced lengthwise into thin strips 3 cloves garlic, minced 1 tablespoon freshly grated ginger 1 lemon, zested 1 (14.5 ounce) canhomemade chicken broth or low-sodium canned broth 1 tablespoon sun-dried tomato paste 1 tablespoon honey 1 tablespoon cornstarch(optional) 1 tablespoon water (optional) 1. Place diced lamb in a bowl, toss with 2 tablespoons of the olive oil, and set aside. In a large resealable bag, toss together the paprika, turmeric, cumin, cayenne, cinnamon, cloves, cardamom, salt, ginger, saffron, garlic powder, and coriander; mix well. Add the lamb to the bag, and toss around to coat well. Refrigerate at least 8 hours, preferably overnight. 2. Heat 1 tablespoon of olive oil in a large, heavy bottomed pot over medium-high heat. Add 1/3 of the lamb, and brown well. Remove to a plate, and repeat with remaining lamb. Add onions and carrots to the pot and cook for 5 minutes. Stir in the fresh garlic and ginger; continue cooking for an additional 5 minutes. Return the lamb to the pot and stir in the lemon zest, chicken broth, tomato paste, and honey. Bring to a boil, then reduce heat to low, cover, and simmer for 1 1/2 to 2 hours, stirring occasionally, until the meat is tender. 3. Sunday, October 20, 13 If the consistency of the tagine is too thin, you may thicken it with a mixture of cornstarch and water during the last 5 minutes. #stupidcustomers
  • 52. Making Tagine... 3 tablespoons olive oil, divided 2 pounds lamb meat, cut into 1 1/2 inch cubes 2 teaspoons paprika 1/4 teaspoon ground turmeric 1/2 teaspoon ground cumin 1/4 teaspoon cayenne pepper 1 teaspoon ground cinnamon 1/4 teaspoon ground cloves 1/2 teaspoon ground cardamom 1 teaspoon kosher salt 1/2 teaspoon ground ginger 1 pinch saffron 3/4 teaspoon garlic powder 3/4 teaspoon ground coriander 2 medium onions, cut into 1-inch cubes 5 carrots, peeled, cut into fourths, then sliced lengthwise into thin strips 3 cloves garlic, minced 1 tablespoon freshly grated ginger 1 lemon, zested 1 (14.5 ounce) canhomemade chicken broth or low-sodium canned broth 1 tablespoon sun-dried tomato paste 1 tablespoon honey 1 tablespoon cornstarch(optional) 1 tablespoon water (optional) 1. Place diced lamb in a bowl, toss with 2 tablespoons of the olive oil, and set aside. In a large resealable bag, toss together the paprika, turmeric, cumin, cayenne, cinnamon, cloves, cardamom, salt, ginger, saffron, garlic powder, and coriander; mix well. Add the lamb to the bag, and toss around to coat well. Refrigerate at least 8 hours, preferably overnight. 2. Heat 1 tablespoon of olive oil in a large, heavy bottomed pot over medium-high heat. Add 1/3 of the lamb, and brown well. Remove to a plate, and repeat with remaining lamb. Add onions and carrots to the pot and cook for 5 minutes. Stir in the fresh garlic and ginger; continue cooking for an additional 5 minutes. Return the lamb to the pot and stir in the lemon zest, chicken broth, tomato paste, and honey. Bring to a boil, then reduce heat to low, cover, and simmer for 1 1/2 to 2 hours, stirring occasionally, until the meat is tender. 3. If the consistency of the tagine is too thin, you may thicken it with a mixture of cornstarch and water during the last 5 minutes. #stupidcustomers Sunday, October 20, 13
  • 53. 3 tablespoons olive oil, divided 2 pounds lamb meat, cut into 1 1/2 inch cubes 2 teaspoons paprika 1/4 teaspoon ground turmeric 1/2 teaspoon ground cumin 1/4 teaspoon cayenne pepper 1 teaspoon ground cinnamon 1/4 teaspoon ground cloves 1/2 teaspoon ground cardamom 1 teaspoon kosher salt 1/2 teaspoon ground ginger 1 pinch saffron 3/4 teaspoon garlic powder 3/4 teaspoon ground coriander 2 medium onions, cut into 1-inch cubes 5 carrots, peeled, cut into fourths, then sliced lengthwise into thin strips 3 cloves garlic, minced 1 tablespoon freshly grated ginger 1 lemon, zested 1 (14.5 ounce) canhomemade chicken broth or low-sodium canned broth 1 tablespoon sun-dried tomato paste 1 tablespoon honey 3 tablespoons olive oil, divided 2 pounds lamb meat, cut into 1 1/2 inch cubes 2 teaspoons paprika 1/4 teaspoon ground turmeric 1/2 teaspoon ground cumin 1/4 teaspoon cayenne pepper 1 teaspoon ground cinnamon 1/4 teaspoon ground cloves 1/2 teaspoon ground cardamom 1 teaspoon kosher salt 1/2 teaspoon ground ginger 1 pinch saffron 3/4 teaspoon garlic powder 3/4 teaspoon ground coriander 2 medium onions, cut into 1-inch cubes 5 carrots, peeled, cut into fourths, then sliced lengthwise into thin strips 3 cloves garlic, minced 1 tablespoon freshly grated ginger 1 lemon, zested 1 (14.5 ounce) canhomemade chicken broth or low-sodium canned broth 1 tablespoon sun-dried tomato paste 1 tablespoon honey 1 tablespoon cornstarch(optional) 1 tablespoon water (optional) 1. Place diced lamb in a bowl, toss with 2 tablespoons of the olive oil, and set aside. In a large resealable bag, toss together the paprika, turmeric, cumin, cayenne, cinnamon, cloves, cardamom, salt, ginger, saffron, garlic powder, and coriander; mix well. Add the lamb to the bag, and toss around to coat well. Refrigerate at least 8 hours, preferably overnight. large resealable bag, toss together the paprika, turmeric, cumin, cayenne, cinnamon, cloves, 2. Heat 1 tablespoon of olive oil in a large, heavy bottomed pot over medium-high heat. Add 1/3 of the lamb, and brown well. Remove to a plate, and repeat with remaining lamb. Add onions and carrots to the pot and cook for 5 minutes. Stir in the fresh garlic and ginger; continue cooking for an additional 5 minutes. Return the lamb to the pot and stir in the lemon zest, chicken broth, tomato paste, and honey. Bring to a boil, then reduce heat to low, cover, and simmer for 1 1/2 to 2 hours, stirring occasionally, until the meat is tender. and toss around to coat well. Refrigerate at least 8 hours, preferably overnight. 3. If the consistency of the tagine is too thin, you may thicken it with a mixture of cornstarch and water during the last 5 minutes. 1 tablespoon cornstarch(optional) 1 tablespoon water (optional) 1. Place diced lamb in a bowl, toss with 2 tablespoons of the olive oil, and set aside. In a cardamom, salt, ginger, saffron, garlic powder, and coriander; mix well. Add the lamb to the bag, 2. Heat 1 tablespoon of olive oil in a large, heavy bottomed pot over medium-high heat. Add 1/3 of the lamb, and brown well. Remove to a plate, and repeat with remaining lamb. Add onions and carrots to the pot and cook for 5 minutes. Stir in the fresh garlic and ginger; continue cooking for an additional 5 minutes. Return the lamb to the pot and stir in the lemon zest, chicken broth, tomato paste, and honey. Bring to a boil, then reduce heat to low, cover, and simmer for 1 1/2 to 2 hours, stirring occasionally, until the meat is tender. 3. If the consistency of the tagine is too thin, you may thicken it with a mixture of cornstarch and water during the last 5 minutes. Sunday, October 20, 13 #stupidcustomers
  • 54. Font Effect Bias A beautiful typeface can have a powerful effect on experience. #stupidcustomers Sunday, October 20, 13
  • 55. Key Takeaways Be a Designer. #stupidcustomers Sunday, October 20, 13
  • 56. Key Takeaways Be a Designer. Ensure that complicated subject matter is clean and easy to read. #stupidcustomers Sunday, October 20, 13
  • 57. Key Takeaways Be a Designer. Ensure that complicated subject matter is clean and easy to read. #stupidcustomers Sunday, October 20, 13
  • 58. Use Pictures #stupidcustomers Sunday, October 20, 13
  • 59. You Never Saw That. #stupidcustomers Sunday, October 20, 13
  • 60. Picture Superiority Effect People retain pictures better then text. #stupidcustomers Sunday, October 20, 13
  • 61. Key Takeaways Use pictures. #stupidcustomers Sunday, October 20, 13
  • 62. Key Takeaways Use pictures. Combine images with text to deliver a memorable experience and reduce cognitive effort. #stupidcustomers Sunday, October 20, 13
  • 63. Decision Processes #stupidcustomers Sunday, October 20, 13
  • 64. Conform #stupidcustomers Sunday, October 20, 13
  • 65. Keeping Up With the Joneses #stupidcustomers Sunday, October 20, 13
  • 66. Bandwagon Effect Bias The tendency to follow ‘groupthink.’ #stupidcustomers Sunday, October 20, 13
  • 67. Key Takeaways Show what others are doing. #stupidcustomers Sunday, October 20, 13
  • 68. Key Takeaways Show what others are doing. Utilize social networks and peer reviews. #stupidcustomers Sunday, October 20, 13
  • 69. Contextualize #stupidcustomers Sunday, October 20, 13
  • 70. Priced To Move? If Apple says something is $.99 or Amazon says something is $9.99 any competitor will have to do the same. #stupidcustomers Sunday, October 20, 13
  • 71. Anchoring Bias The tendency to rely to heavily on one piece of information to make decisions. #stupidcustomers Sunday, October 20, 13
  • 72. Key Takeaways Determine what anchors exist in the category. #stupidcustomers Sunday, October 20, 13
  • 73. Key Takeaways Determine what anchors exist in the category. Give customers an understanding of the value offered with your product. #stupidcustomers Sunday, October 20, 13
  • 74. Profile #stupidcustomers Sunday, October 20, 13
  • 75. Profile? #stupidcustomers Sunday, October 20, 13
  • 76. #stupidcustomers Sunday, October 20, 13
  • 77. Stereotyping Bias The assumption that a member of a group has a certain characteristic without having any more information. #stupidcustomers Sunday, October 20, 13
  • 78. Key Takeaways Know the audience. #stupidcustomers Sunday, October 20, 13
  • 79. Key Takeaways Know the audience. Test reactions. #stupidcustomers Sunday, October 20, 13
  • 80. Layout/Selection #stupidcustomers Sunday, October 20, 13
  • 81. Provide Comparisons #stupidcustomers Sunday, October 20, 13
  • 82. #stupidcustomers Sunday, October 20, 13
  • 83. #stupidcustomers Sunday, October 20, 13
  • 84. Notice The Differences? #stupidcustomers Sunday, October 20, 13
  • 85. Notice The Differences? Okay, that one was easy. #stupidcustomers Sunday, October 20, 13
  • 86. #stupidcustomers Sunday, October 20, 13
  • 87. Still Not Seeing It? It’s a lot easier to to see the differences if they’re side-by-side. #stupidcustomers Sunday, October 20, 13
  • 88. Still Not Seeing It? It’s a lot easier to to see the differences if they’re side-by-side. No Shit. #stupidcustomers Sunday, October 20, 13
  • 89. Vroom. Vroom? #stupidcustomers Sunday, October 20, 13
  • 90. Manufacturers... ... are missing the big picture. #stupidcustomers Sunday, October 20, 13
  • 91. Manufacturers... ... are missing the big picture. They create rich experiences about one car while customers are looking at all four on cars.com. #stupidcustomers Sunday, October 20, 13
  • 92. Distinction Bias The tendency to view two options as more distinctive when evaluating them simultaneously than when evaluating them separately. #stupidcustomers Sunday, October 20, 13
  • 93. Key Takeaways Help customers see the distinct features of products by showing them together (not in isolation). #stupidcustomers Sunday, October 20, 13
  • 94. Key Takeaways Help customers see the distinct features of products by showing them together (not in isolation). If your product is inferior, don’t do the above. #stupidcustomers Sunday, October 20, 13
  • 95. Key Takeaways Help customers see the distinct features of products by showing them together (not in isolation). If your product is inferior, don’t do the above. If your product is superior, definitely do the above. #stupidcustomers Sunday, October 20, 13
  • 96. Key Takeaways Help customers see the distinct features of products by showing them together (not in isolation). If your product is inferior, don’t do the above. If your product is superior, definitely do the above. #stupidcustomers Sunday, October 20, 13
  • 97. Do Not Alphabetize #stupidcustomers Sunday, October 20, 13
  • 98. Which Tent Sells Best? Which%tent% will%sell%the% best?% % A)  The%highest% rated% B)  The%lowest% priced% C)  The%first%one% featured% D)  The%last%one% featured% E)  The%one%with% the%“online% only”%flag% #stupidcustomers Sunday, October 20, 13
  • 99. Were You Right? #stupidcustomers Sunday, October 20, 13
  • 100. Were You Right? The answer is “The First One” #stupidcustomers Sunday, October 20, 13
  • 101. Were You Right? The answer is “The First One” In this study, people picked the first tent 2.5 times more than any other. They chose the first tent 200 times; they chose the other three tents (combined) only 60 times. #stupidcustomers Sunday, October 20, 13
  • 102. Outside of Design... ... and in the world of Politics. #stupidcustomers Sunday, October 20, 13
  • 103. Outside of Design... ... and in the world of Politics. Meredith and Salant found that in one out of every 10 elections, the first name on the ballot will win just because it’s first (although this effect tends to lessened in major elections like Senate and Presidency #stupidcustomers Sunday, October 20, 13
  • 104. Key Takeaways Order by Business Value. If you want to sell it, put it first. #stupidcustomers Sunday, October 20, 13
  • 105. Key Takeaways Order by Business Value. If you want to sell it, put it first. Combine this with Anchoring and Distinction. #stupidcustomers Sunday, October 20, 13
  • 106. Impulse #stupidcustomers Sunday
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