Designing for Decision Making

How do we make the decisions that we do? What underlying psychological factors effect us? These slides were developed for a design workshop on that very subject.

Transcript

2. Designing for Decision-Making
3. According to the Greeks…
4. The Power of Relationships Person to Person . Person to Business . Person to Object
5. Designing for Decision-Making: The Power of Relationships Social Validation o  Customer Ratings & Reviews o  First Hand Accounts o  Personal Information o  Number of Views or Visits
6. Designing for Decision-Making: The Power of Relationships Social Validation Availability Heuristic o  "if you can think of it, it must be important." o  Personal Interaction > Data o  Negativity Bias
7. Designing for Decision-Making: The Power of Relationships Social Validation Reciprocity Availability Heuristic o  Indebtedness by concession o  Free gifts w/ no strings o  Information as a gift o  Better than rewards
8. Designing for Decision-Making: The Power of Relationships Social Validation Reciprocity Availability Heuristic The Commitment Factor o  Persona Consistency o  The Weight of Physical Commitment o  Starting Small o  Hard to Break (Especially The Painful Ones)
9. Designing for Decision-Making: The Power of Relationships Social Validation Reciprocity Availability Heuristic The Commitment Factor Stories o  We  Them o  Empathy/Sympathy o  Visuals Deepen the Connection
10. Designing for Decision-Making: The Power of Relationships Social Validation Reciprocity Availability Heuristic The Commitment Factor Stories Endowment Effect o  Ownership o  Perceived Value
11. Designing for Decision-Making: The Power of Relationships Social Validation Reciprocity Availability Heuristic The Commitment Factor Stories Endowment Effect Loss Aversion o  Fear of Loss o  Loss without Loss
12. Information Overload
13. Designing for Decision-Making: Information Overload Over-Choiced o  Logic Is Not King o  More Is Not Better o  Dissatisfaction By Over-Analyzation o  Impact Of Order
14. Designing for Decision-Making: Information Overload Over-Choiced Unconscious vs. Conscious o  Unconscious Longevity o  Conscious Limitations o  Learning By Mistakes o  Dopamine
15. Designing for Decision-Making: Information Overload Over-Choiced Meta-Cognition Unconscious vs. Conscious o  “Thinking About Thinking” o  Tip Of The Tongue o  What Determines How
16. Designing for Decision-Making: The Power of Relationships Over-Choiced Meta-Cognition Unconscious vs. Conscious Pickers vs. Choosers o  What’s The Difference? o  Satisficers vs. Maximizers o  Maximizers vs. Perfectionists
17. Context is King
18. Designing for Decision-Making: Context is King Scarcity Increases Desire o  Limited Time, Number, Availability or Exclusiveness o  Lack of Trust for Too Low a Price ($$$ = Better) o  The Appeal of the Forbidden
19. Designing for Decision-Making: Context Is King Scarcity Increases Desire Similarity & Attractiveness o  We Prefer Attractive Associations o  Similarity Builds Empathy/Self-Identification
20. Designing for Decision-Making: Context Is King Scarcity Increases Desire Me-Centricity Similarity & Attractiveness o  Threats to Ourselves Grab Our Emotions o  Change Catches Our Attention o  ‘You’ Is Talking To Me
21. Designing for Decision-Making: Context Is King Scarcity Increases Desire Me-Centricity Similarity & Attractiveness Anchoring o  Compared To What? o  Value By Association
22. Designing for Decision-Making: Context Is King Scarcity Increases Desire Me-Centricity Similarity & Attractiveness Anchoring Framing o  Word Choice o  Location, Location, Location
23. Exercise 1: Find It In what ways do these sites facilitate decision making?
24. Exercise 1: Find It Social Validation Reciprocity Availability Heuristic The Commitment Factor Stories Endowment Effect Loss Aversion Over-Choiced Meta-Cognition Unconscious vs. Conscious Pickers vs. Choosers Scarcity Increases Desire Me-Centricity Similarity & Attractiveness Anchoring Framing
25. Exercise 2: Operation Caffeination Product/Service Theme: Coffee What is your goal? Design to achieve it.
26. Exercise 2: Operation Caffeination Social Validation Reciprocity Availability Heuristic The Commitment Factor Stories Endowment Effect Loss Aversion Over-Choiced Meta-Cognition Unconscious vs. Conscious Pickers vs. Choosers Scarcity Increases Desire Me-Centricity Similarity & Attractiveness Anchoring Framing