Jen Blatz - Keep cognitive biases from creeping in to your UX design and user research

Generally, people go into tests with good intentions of gathering accurate, pristine information, so how does all this bias creep in? It’s pretty common to have several psychological biases working against you that can cloud your design and user research. This talk will focus on surfacing some of the darkest types of bias and how to prevent and combat them. Also, learn how to use some of those cognitive biases for good in your designs. No dark patterns here folks.

Transcript

1. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i
   i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be
   c ied ed b a he a i h a h i a i .
   www captionslive com au | captionslive outlook com |
   UX A a a
   D R a c
   T da , 17 Ma c 2022
   Ca i ed b : T ac Ball
   

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2. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i
   i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be
   c ied ed b a he a i h a h i a i .
   Page 26
   g i g ha e me hi g ha e le e e e , e adama ab
   ha he ill f back a a f m e ime. A COVID d if i
   he ea - ie mi a d e e me embla ce f a - a demic
   e i e ce. I a g i g a , a mal, b i ' be. Ve me f
   he hi g ha bec me m ch m e - e' e had ea habi a e
   me hi g . A d he he me f h e hi g a e g i g ick.
   I d ' hi k e a e g i g fi d h e hi g hich i hich f a
   mbe f ea b I j a h he e i ' la i g m
   mi d ha me f he hi g ha e a e ab l el ce ai ab igh
   a d e , e f gl i i a ed igh migh be
   ha a i 12, 18, 24 m h ime.
   I h e all had a g d b eak. Af e ha l el i he
   c fe e ce f m R bi . I ' m e g ea lea e i d ce Je
   Bla , Je j i f m, if I'm mi ake ce agai , j i i g f m
   Te a i he U i ed S a e . Tha k f j i i g a d elc me
   De ig Re ea ch 2022.
   JEN BLATZ: Tha k m ch. S g ea be he e. Tha k f
   e e b d h e a e di g. I a me ca hea me ka
   STEVE BATY: I ca ee a d hea j fi e.
   JEN BLATZ: I eed c ee ha i g i ilege , S e e.
   STEVE BATY: Le ' ge ha ga i ed f . The e g . J like
   magic.
   JEN BLATZ: The e e g . V ila.
   

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3. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i
   i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be
   c ied ed b a he a i h a h i a i .
   Page 27
   STEVE BATY: O e . All igh . S a mi g ca ee m
   c ee . All igh . Agai , ha k m ch f j i i g me da . We
   ha e a l alk ab . S I'm g i g g ahead a d h igh i . Fi
   hi g I a d i ha e image i h . Whe l k a he image
   I a hi k ab ha d ee? A d h ab hi e?
   Wha d ee he ee ? L k a he image. A d h ab
   hi ? Wha d ee he l k a hi image? Well, I'm g e i g
   ha babl ma be a a c le f diffe e hi g i he e image .
   S ha ' g i g he e? Well, mi d ie make feel
   c mf able i he ld a d a ickl a ible. Sim l ,
   mi d la ick . S me ime he b ai j m
   c cl i eall ickl , like i did he e, me ime i make ff .
   S he e ee a c le f hi g i e image, like he e, ma be ee a
   ide d ba h b a d ma be al ee a a imal-l ki g hi g
   i h f leg i he ai . Well, hi i k a he Pa eid lia effec a d
   f me big d I ill a da , I ill a hem ice make e
   k h ce i . Tha ' Pa eid lia. Tha ' a c g i i e bia
   he e ee a e , i a ima e bjec ma be e e blimi al
   me age i me hi g. A cla ic e am le i eei g a d g ha e i he
   cl d . Like I aid, Pa eid lia i a e am le f a c g i i e bia ha '
   ha e a e he e alk ab da . Bef e I g dee , j ick
   i , m ame i Je Bla I'm a lead UX e ea che a a c m a called
   cke R gage. We had a e e ha e i g I had h f
   c me he e ed. Thi i a m e f . E gh ab me. Le ' ge
   back he ic. Fi le me a ha I d c me f m a ch l g
   backg d. A d I hi k hi i eall im a em ha i e beca e I
   d ' a hi i g i g be me ff highl academic
   alk. N a . I al a de a d ha e le ide f
   ch l g like UX de ig e , e ea che , d c e , de el e ,
   

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4. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i
   i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be
   c ied ed b a he a i h a h i a i .
   Page 28
   e gi ee a d , e ca all be efi f m k i g a li le bi ab
   c g i i e bia e . Wh ? Beca e e all ha e hem. A d ha I h e f
   d da i h me a ide if c g i i e bia e i
   elf a d i he . A d ha eall i he fi e . Bei g a a e f
   ha a c g i i e bia i ca hel f m le i g hem c ee i
   de ig e ea ch k. S da I'm g i g alk ab a fe
   hi g . Fi I'm g i g gi e a high le el defi i i f ha c g i i e
   bia mea , he I'm g i g alk ab ha l k f i elf a d
   i he ca ec g i e ha a c g i i e bia l k like. The I'm
   g i g alk ab h ca figh hem ff a d he fi all I'm g i g
   alk ab me a ha ca e c g i i e bia e
   ad a age. Ye , ca e e e hem f g d. Le ' a ff i h he
   ba ic . Wha i a c g i i e bia ? Well, acc di g Wiki edia e e b d '
   fa i e ce - a c g i i e bia i a emic a e f de ia i f m
   m a i ali a d j dgme . Wha ? Like I aid bef e, i ' a a
   ha b ai la ick b j m i g c cl i ab he
   ld a d . I ' me al h c . We ca ' hel i . The b ai j
   d e i i h e e k i g. All igh . S e k ha i i . Wh
   h ld e ca e? We a e ch l gi , igh ? I'm a mi g m f
   i he UX ld a e ki g i ech l g me fa hi , ell, a a
   UX fe i al e babl ha e hea d ha i ' im a e
   de ig i h e . A d i d i g , e m be e ca ef l bia
   e like lead he i e . A d f h e h ma be familia
   i h ha h a e, lead he i e , I mea a ki g e i i a bia ed
   a ha migh ca e a e a e ba ed m e he a e a k
   he e i a he ha he ge i e a e ha he c ld gi e . S
   bei g a a e f h migh d ha , e e if i ' i e i al, i a ke
   a cce f l abili e , e e he ' e ki g i h he
   eam l e blem. If e ca ec g i e a c g i i e bia a d ha
   

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5. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i
   i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be
   c ied ed b a he a i h a h i a i .
   Page 29
   i ca be a blem a d e a e a a e f he ig , he e ca figh he
   ge fall d ha da k h le. A d e ca hel he d he ame.
   S le ' ge a ed b l ki g a me e f c g i i e bia e a d
   h he migh c ee i fe i al ld.
   Well, e ma a ell a ff i h he m im a e i he
   m - a d ha ' . I ' f e al a hi k e a e imm e f m
   he blem a d fla f he , d ' e? S bli d bia ha e
   he e ee el e a le bia ha he . A d al , e a e
   di la i g bli d bia he e i he bia e i meb d el e
   a he ha eei g i i el e . The ke hi g k he e I hi k i
   ha e e e i affec ed b bli d bia . S e, e le a e m i a ed
   ie hem el e i a i i e a , ha ' a al, I ge i . B e a e
   eall a be e ha e e b d el e. S ha d e bli d bia
   l k like? Well, e ig i ha d ' acce feedback f m he .
   I' e ee hi a l f ime , me e' eg ge i he a f admi i g
   e migh k me hi g, a d hi i bli d bia . S ha ca
   e d e e i ? Well, g be a a e, be elf-a a e i ha e
   e e e. D ' hi k f elf a ab e he la . A d i he UX
   ld if a e c d c i g me a e e ea ch, ma be i ' a abili
   e , a i e ie , i ' hel f l i e d e i a d a k
   a d ha e me e el e e ie e la . Y h ld al a e
   a d il e i a d a k a he e ie i . A d he he
   d , make e ake hei ad ice im eme . Ma be he ill
   hel b i g me leadi g e i . B if fi d elf
   e i i g ha hel migh eed ake a he l k a elf,
   M Bli d Bia . Oka . Le ' alki g ab a he e am le f a c l i e
   bia k a he e e ime e ' bia . Fi le me cla if me hi g
   he I alki g ab a e e ime e . I'm alki g ab me fficial
   e ea che cie i like ee i hi ic e. I'm alki g ab
   

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6. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i
   i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be
   c ied ed b a he a i h a h i a i .
   Page 30
   a e h i d i g me e ea ch i h e like gai de a di g.
   O i e ie i g he he eam. Like akeh lde ge i f ma i .
   S I ld c ide all a e e ime e . S ha ha e i h
   e e ime e bia i ha he e h i ha i g hei fi di g i h
   he , af e he c d c he e ea ch, he e d ha e he
   i f ma i ha ag ee i h hei e ec a i hei h he i . A d
   he i he d , he like he m e he hi g ha e ell i
   hei e ea ch hei c e a i a d he ma be f ge me i
   me f he di ag eeable ff. S le me ell a . I a
   a ici a i g i me e ea ch i a fi a cial c m a a d e e e i i g
   a d able , ki d f like ee he e, a d e le ha e diffe e le .
   We had a i e ie e , a facili a . A c le f e ake a d
   e ea ch a ici a a a ma h a b i g a ca . A d e i h
   a ki g he ell ab he e e ie ce. I'm e 100 e ce f
   he ce f b i g a ca i A alia, he e e li e, b m f
   he ime i he U i ed S a e ha e g a ca deale hi a d b a
   ca , i ' ki d f like a e, a d i ' e ale a d e h . S
   hi ma a elli g ab he ime he e he deale hi
   b a ca . S m f he e le i he US d ' fi d hi be a g ea
   e e ie ce deali g i h he e ale e le, beca e i feel like a l f
   e e. A d like I aid i ' h . A d hi a ici a a alki g
   ab ha ime he - k , he had ece l b gh a ca . A d i
   a le ha fab l . A d he a elli g ab ha a d e f
   he e ake he eam did ' like ha he a a i g. A d i ead
   f like ile l aki g e hich i ha he a ed be d i g,
   he ac all i e ed he a ici a , a d aid, " ha ? I' e e e hea d
   f a hi g like ha ha e i g i a deale hi bef e." Y a e e
   ha ' ha eall ha e ed? ." Oh ike eah. Thi i g ma
   le el . S h ca e a id hi e e ime e ' bia ? Well, I hi k e
   

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7. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i
   i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be
   c ied ed b a he a i h a h i a i .
   Page 31
   a e ca a id hi beha i i e e le h a e b e i g he
   e ea ch, make e he ha e e al i e e i he c me f he
   e e ime . S if he a e em i all i l ed, he a e g i g
   eall ca e if he hea me ega i e feedback b if a e
   eam d e ha e me i l eme eed make e a he e
   h e leadi g he d , make e ha he e a e le a d ced e
   i lace f he e ea ch jec . Remi d he e ha e a e he e
   ga he da a a d i igh f m he a ici a a d ha e
   h gh .
   S le ' g e le el dee e ha he e e ime e ' bia a d
   alki g ab he b e e e ec a c effec . S hi k ab ha I
   j ld he e he e ake a like, a e e ha ' ha
   eall ha e ed? Thi k ab h ha e i affec ed he a ici a '
   beha i . Hmm. I ca a e i did. S he b e e e ec a c
   effec ha e he he e ea che h e e i i he c e a i
   he bc ci l i e i all eac a e ' ac i . O
   ha he a . A d he hi ha e he e ea che ' ac i he
   i fl e ce he a ici a he he e i he c e a i . S ha
   d e hi l k like? Well, i ca be like a i e facial e e i . Like
   he a a ici a ake a a g gi e a g a e . O i
   migh be me i e like lh. Y d a d hi . Thi i
   g d beha i . S lea e, if a e e e like c d c i g i e ie
   alki g c me e e akeh lde , hi k - a e i g
   ge h e feedback, I a hi k ab h he b e e
   e ec a c effec , hi c g i i e bia , ca effec c e a i . S le
   me ell a he . I a m fi eek he j b a a c m a
   ha a b ch f a imal h i al . S I a a ked i i a f c
   g Z m li e ide call he e he d c ma age a g i g
   e eal a e de ig . S he d c ma age , e ill call him De i
   

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8. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i
   i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be
   c ied ed b a he a i h a h i a i .
   Page 32
   beca e ha ' hi ame, he add e ed a c d f e 50. Tha ' 5-0.
   50 e le he call. Which i cl ded e e i a ia a d ech icia . S
   De i aid ha k he i ce b - a de he e i he e
   c mm ica i c eam. I ' i g ea ? Wha d hi k? I e black
   f me af e ha be h e . I ' hi g ea ? Wha d hi k?
   Well, I h gh ha De i had j e ed i a h ge ile f b e e
   e ec a c effec . S eedle a hi e f e ea ch f a f c
   g a d ge i g he feedback i ha a , hi e ded e m ch af e
   I a ed he e. Beca e i a a e heal h a c d c
   e ea ch. S a UX de ig e hi ki g f he de ig e he eam
   he a he de ig cceed. I ge i . The e e i el i he
   e fec lace a d he hei hea a d l i he de ig me ime .
   A d he he de ig g e i f f c me f e i g a d ee
   hem ggle d ha eem like he ea ie hi g he la e . S if
   he de ig e meb d i b e i g, ha a e he ed d ?
   Well, he a f eak . B ca ' le hem f eak . Beca e
   e a e he e a id ai i g he i e . H ca d ha ? Well,
   like I aid bef e, ge me e el e e he de ig . Agai , if he
   e e i g he de ig a e ha i g he e c e a i a e
   em i all i e ed he a e le likel eac feedback. Tha '
   ha he a hea . A d he maj i I a ake a a
   f m he b e e e ec a c effec i h ld kee b d
   la g age i e, ice e i check. A d I ld ec mme d
   e e ec di g elf he a e gi i g a i e ie ha i g a
   c e a i i g a e . A d ha a ca ee me f he
   bc ci cl e a d hel bec me m e a a e f hem. A d he
   hel kee hem i li e a d kee hem ame.
   Oka . S I alked a l ab h ca de ec c g i i e bia e
   i el e , le ' e a d ha a li le bi a d h e e cei e he
   

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9. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i
   i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be
   c ied ed b a he a i h a h i a i .
   Page 33
   c m a ed el e . S he cial c m a i bia i he e de c
   fa e le h d c m e e i h e g h . Y ha e hea d
   he h a e " i e a ac ", igh ? Well, he e i ce ai l i me
   h ha . I f e ca imagi e me e h i a cha a d
   b i a m elf. M i e ed h ba d i he c m le e
   i e f me i ma a . A d h ma a e c a l e al a i g
   hem el e a d he i a a ie f a . We l k a he a e
   hem hi g like a ac i e e a d eal h, a d i ellige ce a d
   cce . We ca ' hel i . D k me hi g I d ? S bc ci l
   I d ' e e eali e I d i f he m a , i he I c me a m f
   a ge hi a e- a demic f c e - he I alked i a m I
   ld l k a a e ' face a d he I ld l k a hei lef ha d
   ee if he ha e a eddi g ba d . N , e le i he US ea eddi g
   ba d hei lef ha d - I k ha a i ac he ld. B i
   he US I'm l ki g ee if - ha hei face l k like, a d if he ha e a
   eddi g ba d . I'm d i g hi f me a d me . A d I ha e
   idea h . I ' like I'm he l. I ' alm i i c i e f me
   l k a he face a d he he ha d. Thi i m a f i i g e le .
   A d he i c me he ech l g ld e e fe i al i e each
   he . The d ' a l k bad. Pe le ha e a e g i g
   b m hei idea ff ha e bial ede al. A d hi i me ime h
   akeh lde ale e le, a d ' eed alk e . I
   al ead k ha he a . A d hi i h me leade , ma be e e
   d c e d ' a e de ig ea l ha ca
   e iall i e a e he d c . The j a , e ill ge he feedback
   af e i ' elea ed. S h ca e e cial c m a i bia ?
   Whe e hi e e le f eam, e eed hi k ab he di e i f
   he e le i ha eam. Di e i a d i cl i i a eall h ic he e
   da a d f g d ea . We h ld l k f e le f m diffe e ace
   

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10. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i
    i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be
    c ied ed b a he a i h a h i a i .
    Page 34
    a d age , eligi , c l e , backg d , l ca i . T b i g i ha
    di e e e ec i e i d c . J hi k ab ha ' ha e i g
    i Silic Valle i Sa F a ci c i ha ech b bble he a e ki d f
    li i g i ha e i ie . S if e hi e e le f m di e e
    backg d , I belie e e ca d a l a d maki g be e d c . I
    ill i ch gea a li le bi a d alki g ab hi g ha d ag ee
    i h me al m del idea . A d I ha e a he fa c d f
    . Tha i he Semmel ei Effec . I ill a i agai beca e I k
    i ' fa c , Semmel ei Effec . Wha hi i , i he e de c ejec e
    e ide ce ha c d c he a adigm f he e abli hed idea. Thi e m
    igi a ed f m Ig Semmel ei h i a d c h di c e ed - ai
    f hi - he di c e ed ha m ali a d dea h a e fell 10 ime he
    d c a hed hei ha d be ee a ie a d m e a ic la l he
    he a hed hei ha d af e d i g a a a d he g i g a li e
    a ie . I ' ki d f h cki g, h h? S e, a hi g ha d be ee
    ick e e dead a ie eem like a -b ai e igh , b
    Semmel ei hi ha d a hi g gge i a ejec ed b hi ee . I
    g e e e idea ha c me f m me he e. S h d e hi
    c g i i e bia ela e he -medical ld? Well, a e ee i
    e i e am le , e le hi k he k be . A d me ime i ' ha d
    c i ce hem he a e g. All a adigm ca be bb a d
    diffic l b eak. F me, i hi mee i g, ma be he k ha hi
    i . A l g ime ag he migh ha e g e he e check email
    ge he i e e d me k. A d if d ' k ha hi i ,
    hi i a ld A le c m e . A d he S e e J b came al g a d
    decided e eed be able acce hi ki d f i f ma i f m
    h e. B hi c ce had bee ied bef e a d failed. A d hi i a
    ic e f a Palm Pil hich i a ea l e al digi al em. S he
    i em ha bee c ea ed a bef e he iPh e b he e e
    

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11. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i
    i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be
    c ied ed b a he a i h a h i a i .
    Page 35
    cce f l. Wh ? Well, e ha e le e e ead f i e . B le
    me a , me e le migh ha e bee ead f i . A d ha ' he e
    he Semmel ei effec c me i . Pe le, e a e c ea e f habi . We
    d ' like cha ge. I de f hi g bec me m de a d e e
    ha e challe ge he a . We ha e be acce i g f i a i
    i ie . Shake hi g .
    S I a hi k ab ha c ld Semmel ei
    ha d a hi g h me be he i c me b eaki g a ld a adigm a d
    c mi g i h a i a i idea? Oka . S i chi g gea he e a li le
    bi . Ha e e e had me e c me i h a blem l e a d
    de , hmm I de h ha c m e i i i ackli g ha ame
    blem? I mea i ' e a al de h c m a ie a e l i g
    he ame i e , igh ? Well, ma be al a . The i e ed he e
    i a c g i i e bia he e e le d ' a acce i f idea f m
    me e ide f hei g . O ide f he c m a . I ' he
    cla ic, h, e d ' eed k ha ha g i d i g, beca e i '
    babl a g d a idea. Thi eall f a e me. S a a
    e ea che m fi eac i he hea i g ab a e blem l e
    i fig e ha al ead e i i he ld? Wh ei e he heel?
    Whe l k ha he c m e i i d i g, a babl k i
    c m e i i e be ch ma ki g c m e i i e a al i , e l k f he
    d c ee ha he a e d i g be e a d a e he e a g d
    fea e e ca eal f m hem? O ha d e ha he d c ck
    a ? S e d ' b h e fea e . S hi k f a ec d, ca
    ecall ime a akeh lde ld , h, e d ' eed g a d check
    he c m e i i ? I'm g e i g babl ha e hea d ha .
    Well ha e i ffe i g f m he -i e ed he e bia . Wh
    d e hi e e ha e ? Well, I hi k he e i a mbe f ea ha
    ca c ib e hi a d ba icall I hi k me f i i d e f m
    

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12. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i
    i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be
    c ied ed b a he a i h a h i a i .
    Page 36
    i ec i . Whe I de ig a d c e ea ch de ig k
    e ea ch, I l e a ff i h c m a i g imila d c . Whe i
    make e e. Agai , a iall I ca ee ha he g d fea e a e,
    ma be eal h e, a d I e c age d he ame. I a
    a id he i e ed he e c g i i e bia . S ha d ' ei e he
    heel.
    S I hi k i i e c mm k ledge ha e le a e cial
    bei g . E e he i e i hi c fe e ce a d I k me f
    a e he e da . Y eek i e ac i f m he f m ime ime. S
    hi e c g i i e bia I'm g i g alk ab f c e he hi g e
    d a h ma fi i i h he g . A e familia i h he h a e
    bi e g e? A d I d ' mea he a e ea i g f d I'm alki g
    ab bi e g e he a me hi g i a g e i g
    b a e af aid ha e i i a d ' e af aid i migh be
    diffe e f m he g d ' a a hi g. S bi e
    g e. The c e bia ha e he d ' a eal i i
    ce meb d el e ha al ead aid hei i i he g . E e if
    e d ' ag ee, e d ' a a hi g beca e e d ' a ffe d
    he e d ' a l k bad i f f he g . A d I ge i , i
    make e e. Y migh a eak h h gh i f
    f he beca e d ' a a me hi g emba a i g a
    he g hi g. B like i , e a e cial bei g , a d e a
    fi i . A d me ime e d hi b kee i g m h h il e
    feel afe eak. S h d e d hi ? We im l ai f me e
    el e eak fi bef e e a a hi g. Ha e e e bee - I'm e
    ha e, a g h e call a mee i g, he e e eak af e
    he e e e ha a ked a e i i i ? I ' j ile ce. Well,
    e f he ea f hi - I mea , i c ld be beca e b d -
    d ' k he a e , b a he ea f hi i ha e le a e
    

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13. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i
    i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be
    c ied ed b a he a i h a h i a i .
    Page 37
    af aid be he fi e eak. Agai , he d ' a eem f li h
    a he g hi g i f f he g . A d I ha e a g ea a
    c mba he c e bia i a b ai mi g e i . B ha I mea ,
    ' e a g f e le ei he a d a h ical hi eb a d a digi al
    hi eb a d, he e a e g i g like c me i h a ma idea a
    ible. S he fi hi g a e g i g d i a b ai mi g e i
    i c ea e a c mf able e i me f c adic i . Y a e g i g
    la d me le . All idea a e elc me. We a e h i g
    a hi g d a he e i . Q a i e ali , h e ki d f hi g .
    Af e la d he g d le g h gh he ce . Y
    ha e e e b d i he g i e idea d i hei ickie i
    ile ce. The ha e e e b d hem i he c mm i b a d,
    h ical digi al, i ile ce. The ce e e b d ha hei ickie
    ge he ha ' he ca di c hi g a a g . S b gi i g
    he g he i ge e a e idea i ile ce, a e gi i g all
    e le a cha ce i e hei e h gh . The a e di ac ed b
    ha he e le a e a i g. A d he be efi f c mi g i h he e
    idea i ile ce i i eall le el he la i g field. Y gi e e le h
    ma be d ' feel c mf able eaki g i a g he i ge
    hei h gh . A d he ca d hi bef e all he cha e le a
    c mi g i a d maki g i e a d I m elf a g il beca e I ca be
    e f h e cha e le. I eall feel like hi i a im a fi e
    i ge e a i g idea . A d i ' al a g ea a a id he c e bia
    am g he g . Righ .
    S I'm i chi g agai a ca ee he e' a l f i chi g
    he e. Le ' alki g ab h e ce i ma ha e bee i fl e ced
    b hi g e ece l e me hi g e ha e ee a l g ime ag .
    The fi e I a alk ab i he Be a Mei h ff effec . Big d.
    Baade -Mei h f effec . Thi i k a he f e e c ill i . The
    

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14. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i
    i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be
    c ied ed b a he a i h a h i a i .
    Page 38
    c g i i e bia ha ha e hich me hi g ha ece l c me i
    a e i feel like i i e e he e. Ma be e ee a fam e i
    he e a d e feel like e ee him all e he lace. O h
    ab he e h a like, gl bal a mi g m be e, beca e
    e e da he e i i g i h e ha la ea . I'm he
    hemi he e, i ' ge i g i i g e b be h e e a e e e
    eall i i g e . S h ca hi be e? Thi i a ge e ali a i .
    H d e hi ha e ? Well, emembe , b ai ha ickl make
    e e f hi g . I ca ' hel i . S babl ee h ee ci cle . A
    ed, g ee a d bl e le e. B he e ci cle a e ac all made f
    li le leaf hi g . A d mi d l e make a e f . I eek
    hi g , i ' c mf able i h a d la che h e. A d i d i g
    b ai ig e he hi g i ' familia i h. S he a a e a
    ame i g e, b ai la che ha a d a a e l e e d
    hi k e ee hea me hi g m e ha e ac all d .
    S he e i a e am le f m he eal ld. Y a e i e e ed i
    b i g a g ee ea e . He S Pa ick' Da i c mi g a d a
    ea me fe i e g ee a d ha e hi idea ab hi g ee
    ea e a d feel like e e b d ha a g ee ea e d he ?
    S i he UX ld he me e claim hi ha e all he ime, all
    f e d hi , I a ake ha claim i h a g ai f al . M
    mai i ab he Baade -Mei h ff effec eed ec g i e ha
    e d ma ac all be a f e e a he e hi k i i . I migh
    j be i hei mi d.
    S le me a k , ha e e e ee a e ide a eall ca
    ide a d he c eam he e i e ime? The a e c eami g hi hee
    e like he a e bei g m de e . The he ge ff he ide a d he
    a e all ha a d e ci ed. A d he a e ead ide i agai . Well,
    hi i k a he eak-e d le. S e le j dge a e e ie ce
    

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15. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i
    i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be
    c ied ed b a he a i h a h i a i .
    Page 39
    la gel ba ed h he feel a he eak a he e d f a e e ie ce.
    S i hi ca e f he ide, he e i babl feeli g elief ha he
    ide i e , a d he a e ha ha he i ed i . A d he la ch
    a d e e hi ha i e a he ha he mi e f e ha
    he ha e j bee h gh.
    S le me ill a e hi eak-e d le i h a he . M
    h ba d a d I a e i a e a a he e he me a a able , a
    iPad. A d I a a chi g him de hi iPad f me e ea ch I a
    d i g f a d c . He ha a gl e f ee die he ha de ecial
    hi g like gl e f ee hamb ge b a d I a ched him ggle g i g
    h gh ha me he able . He' clicki g all e he lace. H i g
    a d ecki g. A d he' ighi g he' g i i g a d c m lai i g. I a
    ac all ki d f f a ch him ffe a li le bi b e e all he f d
    he gl e f ee b f hi hamb ge a d laced hi de had a d e.
    Whe he a d e he aid - ha a e ea . He had al ead
    f g e all he ai ha he had j bee h gh. F him, he eak f
    he e e ie ce a fi i hi g he a k a d bei g d e. A d ha a
    i i e f him. S he ef e he h le e e ie ce a i i e.
    S a e alki g ab he eak-e d le I a ake hi
    i l g e f m fa i e e ea ch e a d ha '
    e h g a hic b e a i , me ime k a ide-b - ide field
    die . A d hi i he a e g e - g i he ild a d
    b e e a e , ee ha he d . Ma be i b hem, hile he
    a e ki g a hei de k de a d h he k. O he e h
    he e, I a i H ll d i L A gele , a d I a d i g me e ea ch
    f a jec ha a b e i g i ee h he lea ab
    a ac i i he a ea. The i he e i , ha ' e a chi g hem g
    h gh he ac i i a d a e icki g he cl e ha ld
    l ee i e . The a e likel e hi g e diffe e af e
    

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16. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i
    i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be
    c ied ed b a he a i h a h i a i .
    Page 40
    he fac . The migh ell ab hei ggle , b if ' e he e
    ca ee hem fi ha d. A d hi i ha I l e ab
    e h g a hic e ea ch. Like he I ld ab m h ba d
    de i g he gl e f ee f d ca ' al a ake a e b ha he
    a b ca b ha he d .
    All igh . I k a l f da ' alk ha bee f c i g he
    ega i e a ec f c g i i e bia e beca e me ime he ca be
    e bad. A d beca e I eall a k he effec a d ha
    he l k like f he e fallacie . S ha ' all f i h gh. Y ca
    e he e ai f g d. A d, , e a e g i g e he e c g i i e
    bia e i a i i e a f da k a e . S emembe h I alked
    ab he Baade -Mei h ff he f e e c ill i effec ha '
    me hi g he bia feel like a e eei g i e e he e. Tha '
    ece a il a bad hi g. Y ca e ha c mf a d familia i g ide
    a e h gh a j e m e m hl . Y ca e ea eleme i a
    m i cha el e e ie ce. Whe I a , ha he a e i e ac i g i h
    d c m l i le ch i . S ma be he a i h ea ch f
    me hi g a h me he c m e . The g i he e a d ma be
    he ll he eb i e a f addi i al i f ma i . I a m i
    cha el e e ie ce, m l i le ch i . A me e c ea i g
    de ig i g, e ea chi g d c , e ca e familia cl e like c l ,
    f a d c mm de ig a e make he e field c mf able
    he e he a e. Thi hel hem make like he feel like he a e i he
    igh lace i h he e e ie ce.
    I ha e a e i . Ha a b d he e - a d I ca ' ee ha d b
    j hi k, ha e e e a embled a iece f f i e f m IKEA? H
    did i make feel? F a ed? Acc m li hed? I k ha I feel like a
    cham i he I IKEA f i e ge he . I ac all l e d i .
    B I ha e admi , I' e had me f i e ha ' bee a li le le ha
    

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17. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i
    i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be
    c ied ed b a he a i h a h i a i .
    Page 41
    e fec like hi . Thi i me b I' e had me i e e i g a embl .
    A d he IKEA effec , he e i a c g i i e bia f ha belie e i ,
    i he e de c f e le lace high al e bjec ha he
    a iall a emble hem el e ega dle f he e l . Pe le ha e
    em i al i e me he he b ild me hi g f m hei bl d,
    ea a d ea . H d e hi a l d c de ig j
    f i e? Well, a e ca e e ie ce ha ame effec he he
    c m le e a a k. Like ma be a embli g a le ge i g me k
    d e i d c . The feel a ge em i al c ec i he
    he c m le e i cce f ll . S I a c ide hi feeli g he
    k a i e face a d c ha c ld e ha gi e he e ,
    k , a a e f deligh af e me cce .
    S m h e i ha ma be f d a c le f hi g f ha I
    alked ab da . I mea , gi e me a b eak, I ied a li le
    h m i al g he a . A d I' e d e ha beca e I k ha
    h m hi g a e m e ea il emembe ed me ime ha
    -h m e . A d hi i k a he h m effec . S e
    ha e all ee me hi g he i e e . I eall like hi age. Y ge
    fi e he de el e ha made hi e age c me . A d hi i a
    g d e am le f i g a c g i i e bia called he h m effec . S he
    c m a h me hi g f , i all e c ec i h
    c m a d c i a m e e al a d em i al a .
    H m feel m e c e a i al, ela able, a d i gi e i e
    d c a bi f a h ma c ec i . S h ca e i jec h m
    i d c ? Well, e ca d i i a mbe f a , d ,
    ill a i a d a ima i . B I d ha e a ca ea ab h m . Y
    eed make e i ' a ia e f a die ce a d i e e e
    c m a i he me age a e d. We d a be
    i a ia e. We a e i g he e c g i i e bia e f g d, emembe .
    

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18. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i
    i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be
    c ied ed b a he a i h a h i a i .
    Page 42
    All igh . S le ' m e a he c g i i e bia c ld e
    be efi d c de ig .
    J g i g i hi he e f a ec d. Beca e i ' c a . A d if
    a e e h hi i , hi i A ld Sch a e egge a d i ' a l .
    I ' e e a. I a ld he e e e e eem be i g e-
    he e e . Pe le ha e ge m e c ea i e a d e eme
    me ime ca e limi ed a e i . Wha ha ca mea i
    bi a e ma e ial like h m ma e ial ca be m e ea il emembe ed
    ha c mm ma e ial. Th he bi a e e effec c me i . Thi i
    ki d f a f he ea h h ma a d a imal ha e e i he al
    i i . We ice hi g he m e. I ma ca e e ice hi g
    ha a e diffe e . All igh . S hi eem like a e ea c g i i e
    bia , igh , j make e e hi g h cki g? I ld a . The h le
    i he e i ha a eb i e ha e e ' e de ig i g
    ha ' e c d c i g e ea ch a d i a ea f ame e . I
    ge i . B al a be e ha a e b i a d
    a i g. S ca e de ig eleme like c l a d c a a d
    i al de ig make hi g a d . Thi i a f he ea h
    ee b a a diffe e c l i a diffe e ea me he age.
    Y ca al e a ima i d a a e i me hi g. A d like I
    me i ed bef e c ld e h m .
    A d like I aid, he im a hi g i , bala ce be ee bei g
    lea a l i ed a d b i . I ill a i h he a ca
    e c g i i e bia e f g d i h a e im a e ha e f e
    ake f g a ed, a d if d hi g el e i he i e e a ki g
    i h a eam f de ig e i l ed i maki g a d c me a ,
    lea e d hi e hi g. Make g d defa l . Like hi ice id m
    he e. Whe a e c me eb i e d c f he fi
    ime h ld ha e hi g e f hem icel . The defa l effec
    

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19. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i
    i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be
    c ied ed b a he a i h a h i a i .
    Page 43
    ha e he e a e gi e a e f i . We a me he i
    a e he be e . We e ec hi g be al ead ch e f e
    d ' ha e e hi g . Sa f e am le he i all a a
    h e, migh a me h ifica i a e ed ff. A d if
    fi d e ickl he a ge i g a h le b ch f
    h ifica i ha d ' a . I ha e bee he e. S he e
    h e eb i e d c a me he e e he e
    lea e h c ea ed he heme ha e ed he be de ig
    deci i f . A d h e a e a ma icall e i a a ge
    g i g.
    S f e am le, he gi e a i be ee e e al - ch ice
    be ee e e al i , e a e le e d fa he defa l e.
    H ma a e la . A d j ell he be elec i . Like S e e K ge
    aid, "d ' make m hi k" h ca hi be a la ed i de ig
    m e g d defa l ? Well, a f he ea ha - a f he a
    ca d hi i kee he ma ke i g a d he ale de a me f
    he de ig i g a fea e b i e . N ffe ce e le h a e
    ma ke i g he call. S me ime he e d l g i hi g a a
    i h a diffe e age da ha ha he e a . S e ha e make
    e ha e le he eam membe h i a b ch f
    fea e ha e d ' a eed. S me ime he j c ib e
    fea e bl a . Reall h gh, ha ca d de ig g d defa l
    i c d c e e ea ch a d de a d h e mall e he
    d c a d alig he defa l ha . I de ig ca ackage he
    defa l like i g hi g like c l , f em ha i e he be i .
    A d he ackage hi g i hi a gi e he e c fide ce
    ha ' e e e i g igh ch ice hem. Tha i f c e if a e
    e e i g he igh i hem, beca e emembe he e a e i g
    he e c g i i e bia e f g d, igh ? Well c cl de I a e i i a
    

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20. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i
    i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be
    c ied ed b a he a i h a h i a i .
    Page 44
    fe f he maj i e alked ab da . We alked ab h
    bia e effec e e e, like he bli d bia . We alked ab he eed
    be ca ef l he e a e ac i g a a e h e alki g he ,
    ge feedback lead he i e . We alked ab he eed a id
    hi g like he Semmel ei effec a d be e diffe e a d ide
    idea . We al di c ed h ma eed fi i i h he g like he
    c g i i e bia , he c e bia . A d e alked ab h mem
    ca be ke ed he e hi k e ha e ee me hi g ece l like he
    Baade -Mei h f effec . A d he e d ha e hi k e ee i all he
    ime. A d he fi all e alked ab me a e ca ha f
    ide d a d e c g i i e bia e f g d i de ig .
    N , he c g i i e bia e I alked ab da a e j he
    begi i g f ha ' he e. The e' a h le b ch. B I hi k I hi
    he maj e ha ca ake a a i h da . A d ake back
    UX k. The mai i i , be a a e ha he e i , l k f
    ig i elf, a d m e f l k f ig f hem i he e le.
    A d h ef ll kee hem f f e de ig a d di c i .
    Beca e I a g he e a d b ild be e d c i h
    bia .
    Tha k agai f ime. D e a b d ha e a e i ?
    I k e a e babl e igh ime. S le me k .
    STEVE BATY: Tha k e m ch Je . Tha a de f l. Tha k .
    We ha e had a c le f e i c me h gh, le me a k - I ill a
    i h he f e. Se h gh. Wha ' fa i e bia ?
    JEN BLATZ: M fa i e bia - k , he e I ee e le d m
    h ba d i g il , i he Baade -Mei h f effec . He ill fall f
    me hi g he feel like i a e d. A d I'm like, Hmm he he e,
    

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21. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i
    i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be
    c ied ed b a he a i h a h i a i .
    Page 45
    Baade -Mei h f ha hi e ha d. He' hea d me gi e hi
    alk - he' d ai igh . S he i like - ha ' eall im a
    beca e I hi k ha e e he meb d i i i g i - le ' a
    he a e b e i g aki g e f e ea ch, b he l ee a
    c le f a ici a a d he j m c cl i ha e e b d
    el e ha aid ha . I' e ee hi ha e i m eam. Whe , i fac , ,
    a e he l - l hea d e le ha ac all aid ha .
    Kee a a e a e he mall egme a d d ' j m c cl i
    ab e e a ici a ba ed he mall am f i f ma i
    ha e ac all hea d.
    STEVE BATY: I ha e ee a e ec i e i he middle f a i e ie ,
    he e e b e i g behi d he c ee he e e ' i e i g b i
    he middle f a i e ie di a ea beca e he hea d me hi g he
    fel , ha ' g i g be im a a d I eed g a d ac i
    immedia el . I a he fi f ha a la ed be 24 e a a e
    e ea ch i e ie . B he e e ead a maki g cha ge .
    A h a ked a e i , I'm e h a e g i g ake hi
    e, h migh e e c g i i e bia e hel clie bec me m e
    ece i e l i g a bigge blem ha e e e igi all hi ed f ?
    JEN BLATZ: A bigge blem. Clie I a me e a e alki g ab like
    a c l a c le, igh .
    STEVE BATY: I hi k , e .
    JEN BLATZ: Oka . Well ec g i e hem a d kee ha c mm ica i
    e i h hem a d de a di g - i i he i h akeh lde .
    U de a di g hei age da, ha he a e i g acc m li h, ha '
    

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22. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i
    i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be
    c ied ed b a he a i h a h i a i .
    Page 46
    im a hem a d fli ha c e a i ' e add e i g h e
    eed a d maki g e ha a e alki g ab ha ' eall im a
    hem. S bei g a a e f me f he e c g i i e bia e ca babl
    di ec c e a i a d k ka , hi i he e hei mi d e i ,
    hi i ha he a e hi ki g a d ha ' a a ki d f - I ' a
    c me back beca e ha d e ega i e b i e ac i h hem
    fli he able a li le bi .
    STEVE BATY: Tha k . O e la e f m Kai h a k , h d
    ed ca e d c e a d akeh lde f hei bia e i h
    ffe di g hem?
    JEN BLATZ: Yeah. Like ha ci c m a ce f ha e h a aki g
    e . A d i e ed he a ici a . Tha a eal. A d I - a d
    m F e ch b I l m hi . I a like, h, I mea he e a a d c
    e i i g ac he m f m me a d he a m face, like h,
    did ' j a ha . I mea , ha e me c e a i . Ma be ha e
    i i a g e i g a d di c c g i i e bia e a d kee i e al a d
    be like he , did hi b , like, ma be ha e a ca al c e a i
    ab c g i i e - ma be - , e a e g i g alk ab c g i i e
    bia e b b i g a ce a i he e i i l e ha . A d ma be I mea ,
    me f i i al h im le he e a e he , h e a e he like,
    h, bli d bia , ha effec me. Tha - a f ha al ha d
    i h ha e ali .
    STEVE BATY: Ye . I hi k c ld i he e a d d like a b iefi g a d I
    k I' e f ied me f he e hi g he e ka e a e ab
    c d c e ea ch, e a e g i g g i hi ac i i , be a a e. Like e
    all ha e bia e . I ca im ac he a e hi k ab me hi g . He e
    

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23. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i
    i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be
    c ied ed b a he a i h a h i a i .
    Page 47
    a e me c mm e . A d f c e beca e e ha e bli d
    e e e i he m i i i g he e g i g, eah, all g bli d .
    Y all g bia e . Y k . I'm g d. Y all eed kee a e e
    hi g . Tha k m ch.
    JEN BLATZ: Tha k .
    STEVE BATY: I ' bee a lea e ce m e. Ge i g hea
    e e . Ha e a g d e e i Te a . I h e he ea he i ea i g
    ell. We l k f a d eei g agai me ime i he
    f e.
    JEN BLATZ: Ab l el ha k S e e. I ' bee g ea . Ha e a g d
    m i g e e b d .
    STEVE BATY: Tha k .
    JEN BLATZ: B e.
    STEVE BATY: Nice. All igh . O e alk da i f m Ja Wech le ,
    Ja j i f m he h c a , i ha he be a i Ja f Ne
    S h Wale . Ja ill alk ab e cie ce a d h i ca a d
    d e i fl e ce k. O e .
    JAX WECHSLER: Tha k . G ea . I j ha e m c ee bea i h
    me f a ec. Tha k f ha . J bef e I begi , I ld like
    ack ledge he Y i e le he adi i al c dia f he la d he e
    I am l ca ed da . I ld like ack ledge ha elde a , e e
    a d eme gi g leade -- ld al like ack ledge he elde f
    

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