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Designing for Decision Making

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.

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Alaina Kraus

June 04, 2012
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Transcript

  1. None
  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