Your Customers are Stupid (Big Design Conference 2013)

#stupidcustomers

YOUR CUSTOMERS ARE STUPID

#stupidcustomers#bigd13

Sunday, October 20, 13

#stupidcustomers

YOUR CUSTOMERS ARE STUPID

#stupidcustomers#bigd13

BUT IT’S NOT THEIR FAULT

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Need Proof?

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STUPID.

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STUPID.

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End. Tosh.0

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We Are NOT Here...

... to talk about stupid people doing stupid things.

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We Are Here...

... to talk about how smart people do stupid things without knowing it.

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Reality.

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People...

...Are not always in charge of their own actions and behaviors.

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The Scary Truth...

... is people’s loss of control is due to the unconscious mind constructing subjective realities.

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... cause people to think in less than rational ways. Sometimes this works to their advantage. Other times, not.

These Subjective Realities...

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... Cognitive Bias.

Experts Call This...

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Tendencies to think in certain ways. They can lead to systematic deviations from a standard of rationality or good judgement.

Cognitive Biases:

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Who? Why?

We Are...

Ezra Englebardt@ezra802Brand planner currently obsessed with gadgets, bikes, consumer behavior, movies, food trucks and 5Ks

Timothy Parcell@freescribblesExperience designer permanently obsessed with running, comic books, cartoons, beer and My Little Pony

#stupidcustomers

SapientNitro...

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SapientNitro...

... helps brands bring ideas to life.

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SapientNitro...

... helps brands bring ideas to life.Sometimes it’s a website. Sometimes it’s an ad.

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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

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

Brands We’ve Helped...

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The Real Challenge

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Our Industry...

... designs solutions to complicated problems.

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These Solutions...

...require interaction with customers.

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And...

... customers are stupid.

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Ok. That’s Been Debunked.

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Customers...

... talk rationally.

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Customers...

...act irrationally.

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What is a Cognitive Bias?

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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?

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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.

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How many of you think that you are a good driver?

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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?

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Both are examples of Illusory Superiority Bias–people overestimate their positive qualities and abilities and underestimate their negative qualities, relative to others.

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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).

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What This Means For Us

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Great Experiences...

... require forethought and an attention to detail.

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Aesthetics

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Pick A Good Typeface

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Form...

... And function.

#stupidcustomers

3 tablespoons olive oil, divided2 pounds lamb meat, cut into 1 1/2 inch cubes2 teaspoons paprika1/4 teaspoon ground turmeric1/2 teaspoon ground cumin1/4 teaspoon cayenne pepper1 teaspoon ground cinnamon1/4 teaspoon ground cloves1/2 teaspoon ground cardamom1 teaspoon kosher salt1/2 teaspoon ground ginger1 pinch saffron3/4 teaspoon garlic powder3/4 teaspoon ground coriander2 medium onions, cut into 1-inch cubes5 carrots, peeled, cut into fourths, then sliced lengthwise into thin strips3 cloves garlic, minced1 tablespoon freshly grated ginger1 lemon, zested1 (14.5 ounce) canhomemade chicken broth or low-sodium canned broth1 tablespoon sun-dried tomato paste1 tablespoon honey1 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.

Making Tagine...

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Making Tagine...

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Font Effect Bias

A beautiful typeface can have a powerful effect on experience.

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Key Takeaways

Be a Designer.

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Key Takeaways

Be a Designer.Ensure that complicated subject matter is clean and easy to read.

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Key Takeaways

Be a Designer.Ensure that complicated subject matter is clean and easy to read.

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Use Pictures

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You Never Saw That.

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Picture Superiority Effect

People retain pictures better then text.

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Key Takeaways

Use pictures.

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Key Takeaways

Use pictures.Combine images with text to deliver a memorable experience and reduce cognitive effort.

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Decision Processes

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Conform

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Keeping Up With the Joneses

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Bandwagon Effect Bias

The tendency to follow ‘groupthink.’

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Key Takeaways

Show what others are doing.

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Key Takeaways

Show what others are doing.Utilize social networks and peer reviews.

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Contextualize

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Priced To Move?

If Apple says something is $.99 or Amazon says something is $9.99 any competitor will have to do the same.

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Anchoring Bias

The tendency to rely to heavily on one piece of information to make decisions.

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Key Takeaways

Determine what anchors exist in the category.

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Key Takeaways

Determine what anchors exist in the category.Give customers an understanding of the value offered with your product.

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Profile

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Profile?

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Stereotyping Bias

The assumption that a member of a group has a certain characteristic without having any more information.

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Key Takeaways

Know the audience.

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Key Takeaways

Know the audience.Test reactions.

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Layout/Selection

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Provide Comparisons

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Notice The Differences?

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Notice The Differences?

Okay, that one was easy.

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Still Not Seeing It?

It’s a lot easier to to see the differences if they’re side-by-side.

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Still Not Seeing It?

It’s a lot easier to to see the differences if they’re side-by-side.No Shit.

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Vroom. Vroom?

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Manufacturers...

... are missing the big picture.

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Manufacturers...

... are missing the big picture.They create rich experiences about one car while customers are looking at all four on cars.com.

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Distinction Bias

The tendency to view two options as more distinctive when evaluating them simultaneously than when evaluating them separately.

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Key Takeaways

Help customers see the distinct features of products by showing them together (not in isolation).

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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

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

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

Do Not Alphabetize

#stupidcustomers

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%

Which Tent Sells Best?

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Were You Right?

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Were You Right?

The answer is “The First One”

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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

Outside of Design...

... and in the world of Politics.

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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

Key Takeaways

Order by Business Value. If you want to sell it, put it first.

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Key Takeaways

Order by Business Value. If you want to sell it, put it first.Combine this with Anchoring and Distinction.

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Impulse

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Make It Easy

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Restraint Bias

The tendency to overestimate one’s restraint in the face of temptation.

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Key Takeaways

Make actions simple.

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Key Takeaways

Make actions simple.Make actions fun.

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Affinity

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Empathize

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Remember...

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Remember...

... people are irrational.

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Even Designers...

... think with their hearts.

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Empathy Gap Bias

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Empathy Gap Bias

tendency to underestimate the influence or strength of feelings, in either oneself or others.

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Be Repetitive

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Spacing Effect Bias

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Spacing Effect Bias

Information is better recalled if exposure is repeated over time.

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Key Takeaways

Be consistent with your messaging at all touchpoints.

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Key Takeaways

Be consistent with your messaging at all touchpoints.Make sure each one is great.

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In Closing

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Your customers are stupid.

#stupidcustomers

Your customers are stupid.Knowing is half the battle.

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Your customers are stupid.Knowing is half the battle.Proactively address irrational behavior.

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Your customers are stupid.Knowing is half the battle.Proactively address irrational behavior.Understand your options.

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Your customers are stupid.Knowing is half the battle.Proactively address irrational behavior.Understand your options.Be kind.

#stupidcustomers

Thank YouEzra Englebardt

@ezra802Timothy Parcell

@freescribbles

Your Customers are Stupid (Big Design Conference 2013)

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