Transcript
Page 1: Our Brains Are Lying to Us by Hart Shafer

Our Brains are Lying to UsThe “why” behind Design Thinking and Lean Startup

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Hart Shafer@j3hs

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What they wanted:“Tire swing”

What we heard:“Tier swing”

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YOU ARE NOT

RATIONAL

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HUMANSARE NOT

RATIONAL

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XXX-XX-XXXX

16 82

60-120% higher bids

yes no

Haha. How random!

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COGNITIVE BIAS Anchoring Availability Bandwagon Belief Cheerleader Clustering Confirmation Congruence Contrast

Consistency Expectation Framing effect Gambler’s Heuristic Information Observation Priming Status Quo

http://en.wikipedia.org/wiki/List_of_cognitive_biases

✓✓

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THE ARK

Edward Hicks. "Noahs Ark”

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TWO THINKING SYSTEMS

System 1 runs the show by default

System 1:Fast, effortless, pattern

matching to norms

System 2Slow, effortful, logical

We need to consciously activate our system 2

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LEAN STARTUPIdeas

Build

Product

Measure

Data

Learn

Experiment

Hypotheses

Pivot?

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DESIGN THINKING

Empathize

Define

Ideate

Prototype

Test

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DESIGN THINKING

Empathize

Define

Ideate

Prototype

Test

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USER CENTERED DESIGN

Image credit: http://danielikim.com/

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CUSTOMER DEVELOPMENT

Image credit: http://steveblank.com/

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THE COMMON KEY

Measured behaviorover

Reasoned opinion(yours or your customers’)

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SCALE WITH LEARNING

validated learning

risk

investment

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EXAMPLE: COINSTAR

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EXAMPLE: ZAPPOS

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ADOBE KICKBOXTools

Time

Money

Sugar

Caffeine

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THERASPECS

Interviews

Surveys

Prototype tests

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THERASPECS

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30 keywordsx

6 ad variations

THERASPECS

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2.7%conversion rate

850visitors

THERASPECS

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THERASPECS

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THERASPECS

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THERASPECS

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THERASPECS

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SHOW YOUR BRAIN WHO’S BOSS

Don’t guess.Don’t ask.

Observe behavior.

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Hart Shafer@j3hs

[email protected]


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