UXBri: Cognitive Biases - a quick introduction

Jerome, Chief Design Officer at ribot gives a presentation about cognitive biases - the little quirky irrationalities that make us human, and discusses ways of exploring these when designing services.

More at http://ribot.co.uk

Transcript

1. Cognitive Biases A quick exploration
2. Little quirks that make us human. Cognitive Biases are:
3. Behavioural Economics Social Psychology Cognitive Science They’re drawn from:
4. “Cognitive Biases” Basically the same as Ethics-free zone WARNING
5. Irrationality of human thinking Let’s exploit the
6. Goal Gradient Effect We purchase faster if the task is ‘started’
7. Ran Kivetz, Oleg Urminsky, and Yuhuang Zheng The Goal-Gradient Hypothesis Resurrected: Purchase Acceleration, Illusionary Goal Progress, and Customer Retention, Journal of Marketing Research, 39 Vol. XLIII (February 2006), 39–58. Goal Gradient Effect Card stamp experiment
8. Goal Gradient Effect Steam and their pre-purchase progress
9. Goal Gradient Effect Be aware of: Post-reward reset phenomenon Customer purchases will drop immediately a!er reward is received, even with 2nd reward in place. You are most at risk of losing your customer at this point. Distance to goal The shorter the distance, the more motivated they will be to reach it.
10. Von Restorff effect Items that stand out amongst their peers are more memorable.
11. Von Restorff Effect
12. Von Restorff Effect Be aware that: Different != Better Being different is more memorable, but you (as a product) need to be positively remembered for standing out. Make sure that what you give focus to has sig. relevance to the user.
13. Choice Too many options mean we’re less likely to choose at all
15. Choice The Jam Jar experiment 60% 40% Sheena S. Iyengar; Mark R. Lepper When Choice is Demotivating: Can One Desire Too Much of a Good Thing? Journal of Personality and Social Psychology, 2000, Vol. 79, No. 6, 995-1006 3% 30%
16. Choice Be aware that Highly dependent on product type Jams are easier to choose between than Managed Funds. On the other hand, their importance / frequency are different: Jam: low / every fortnight; Funds: high / yearly. Choice is good, up to a point... But a!er a while, it will increase cognitive load, and reduce happiness.
17. Peak-end rule We judge our experiences almost entirely by how they ended (or their peaks)
18. Peak-end Rule Antony’s FuelBand story
19. Peak-end Rule “Antony, you had an incredible streak!”
20. Peak-end Rule “It’s your longest by far, 90 days more than any of your friends, and you’re now in the top 1% in the UK.”
21. Peak-end Rule Things to think about: End on a high Be mindful of the possible positive effects of reciprocity on your brand. Service / experience failure is not the end. Utilise empathic design principles to restore confidence and emotional well-being. Nike Fuelband product design failed, but customer support won Antony back. Tap into emotion Try to deeply understand and empathise with the user mindset (GTAV)* * Develop Magazine October 2013
22. Similar things grouped together into manageable chunks are more easy to understand and recall Chunking
23. Chunking 5-5-5-6-9-5-4-5-7-2 Lindley, R.H. (1966). Recording as a function of chunking and meaningfulness. Psychonomic Science, 6, 393-394.
24. Chunking 555-695-4572 Lindley, R.H. (1966). Recording as a function of chunking and meaningfulness. Psychonomic Science, 6, 393-394.
25. Chunking Similar things grouped together into manageable chunks are more easy to understand and recall 555-695-4572 Lindley, R.H. (1966). Recording as a function of chunking and meaningfulness. Psychonomic Science, 6, 393-394. 5-5-5-6-9-5-4-5-7-2
26. Chunking Things to think about: Lindley, R.H. (1966). Recording as a function of chunking and meaningfulness. Psychonomic Science, 6, 393-394. This one isn’t evil It’s a good IA practice to get into. Your customers will thank you for it (albeit subconsciously). 6 +/-1 We have a limited capacity to hold multiple information at once. Depends on category Span is ~7 for digits, ~6 for letters, and ~5 for words.
27. Hedonic Adaptation Restricting access to life’s pleasures leads to a greater consumption experience
28. Quoidbach, J. & Dunn, E. Give It Up: A Strategy for Combating Hedonic Adaptation (2013). Social Psychological and Personality Science, 4, 563-568. Hedonic Adaptation :( A B 2 week Harvard study into chocolate consumption
29. Quoidbach, J. & Dunn, E. Give It Up: A Strategy for Combating Hedonic Adaptation (2013). Social Psychological and Personality Science, 4, 563-568. Hedonic Adaptation :( A B :D A gorged on unlimited choccies. B had none.
30. Quoidbach, J. & Dunn, E. Give It Up: A Strategy for Combating Hedonic Adaptation (2013). Social Psychological and Personality Science, 4, 563-568. Hedonic Adaptation :) A B :( Control group B reported higher treat savouring, higher happiness and in a better mood a!er eating.
31. Other studies Hedonic Adaptation Taking breaks while listening to music or getting a nice massage protracted and increased the pleasure subjects received. Leif, N. & Meyvis, T. Interrupted Consumption: Disrupting Adaptation to Hedonic Experiences (2008) Journal of Marketing Research, 45, 654-664.
32. Other studies Hedonic Adaptation Enjoyment of a television program is actually enhanced by commercial interruptions, despite what viewers say they ‘want’. Leif, N. & Meyvis, T. Enhancing the Television-Viewing Experience Through Commercial Interruptions (2009) Journal of Consumer Research, 36, 160-172.
33. In the wild... Hedonic Adaptation
34. Considerations Hedonic Adaptation Too much of a good thing... Is never good. Think of ways to keep people in a state of permanent, slight hunger, and they will love you for it. What people want isn’t always what they want. Getting the right balance by limiting access is a challenge, especially when people are asked for their opinion. Would Game of Thrones be as fun if all episodes were released at the same time?
35. Considerations Hedonic Adaptation Too much of a good thing... Is never good. Think of ways to keep people permanently in a state of slight hunger, and they will love you for it. Be careful about opinions Getting the right balance by limiting access is a challenge, especially when people are asked for their opinion. Would Game of Thrones be as fun if all episodes were released at the same time? We’re irrational.
36. Considerations Hedonic Adaptation Too much of a good thing... Is never good. Think of ways to keep people permanently in a state of slight hunger, and they will love you for it. Be careful about opinions Getting the right balance by limiting access is a challenge, especially when people are asked for their opinion. Would Game of Thrones be as fun if all episodes were released at the same time? Cognitive biases are natural.
37. Considerations Hedonic Adaptation Too much of a good thing... Is never good. Think of ways to keep people permanently in a state of slight hunger, and they will love you for it. Be careful about opinions Getting the right balance by limiting access is a challenge, especially when people are asked for their opinion. Would Game of Thrones be as fun if all episodes were released at the same time? And there are many... Ambiguity effect Anchoring or focalism Attentional bias Availability heuristic Availability cascade Bandwagon effect Base rate fallacy Belief bias Bias blind spot Choice-supportive bias Clustering illusion Confirmation bias Congruence bias Conjunction fallacy Conservatism or regressive bias Contrast effect Curse of knowledge Decoy effect Denomination effect Distinction bias Duration neglect Empathy gap Endowment effect Essentialism Exaggerated expectation
38. Considerations Hedonic Adaptation Too much of a good thing... Is never good. Think of ways to keep people permanently in a state of slight hunger, and they will love you for it. Be careful about opinions Getting the right balance by limiting access is a challenge, especially when people are asked for their opinion. Would Game of Thrones be as fun if all episodes were released at the same time? Go out and explore them.
39. Considerations Hedonic Adaptation Too much of a good thing... Is never good. Think of ways to keep people permanently in a state of slight hunger, and they will love you for it. Be careful about opinions Getting the right balance by limiting access is a challenge, especially when people are asked for their opinion. Would Game of Thrones be as fun if all episodes were released at the same time? But be natural in how you use them.
40. Considerations Hedonic Adaptation Too much of a good thing... Is never good. Think of ways to keep people permanently in a state of slight hunger, and they will love you for it. Be careful about opinions Getting the right balance by limiting access is a challenge, especially when people are asked for their opinion. Would Game of Thrones be as fun if all episodes were released at the same time? Don’t be evil.
41. Considerations Hedonic Adaptation Too much of a good thing... Is never good. Think of ways to keep people permanently in a state of slight hunger, and they will love you for it. Be careful about opinions Getting the right balance by limiting access is a challenge, especially when people are asked for their opinion. Would Game of Thrones be as fun if all episodes were released at the same time? People will forget what you said. People will forget what you did. But people will never forget how you made them feel." Maya Angelou. Poet, Actress and Civil Rights Activist "
42. The end. @ribotminimus
43. Surprise + Peak-end rule + Limited Availability Try combining cognitive biases for maximum effect.
44. Enjoy the sweets @ribot