our brains are lying to us by hart shafer

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Slide 1

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

Hart Shafer@j3hs

What they wanted:Tire swing

What we heard:Tier swing

YOU ARE NOT RATIONAL

HUMANSARE NOT RATIONAL

XXX-XX-XXXX16

8260-120% higher bidsyes

no

Haha. How random!

AnchoringPay this much for an item that they didnt know the value for yes/noThen, had auction for items; ppl with higher numbers bid 60-120% higher than low numbers Even after laughing about how random the first question was6

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Cognitive biasAnchoringAvailabilityBandwagonBeliefCheerleaderClusteringConfirmationCongruenceContrast

Consistency ExpectationFraming effectGamblersHeuristicInformationObservationPrimingStatus Quo

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

The ark

Edward Hicks. "Noahs Ark

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Two thinking systemsSystem 1 runs the show by defaultSystem 1:Fast, effortless, pattern matching to normsSystem 2Slow, effortful, logicalWe need to consciously activate our system 2

Biases are how we can get through the daywalk, talk, drive a car without conscious thought

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LEAN STARTUP

ExperimentHypotheses

Pivot?

The learning loop12

Design thinkingEmpathizeDefineIdeatePrototypeTest

Design thinkingEmpathizeDefineIdeatePrototypeTest

USER CENTERED DESIGN

Image credit: http://danielikim.com/

Customer development

Image credit: http://steveblank.com/

The common keyMeasured behaviorover Reasoned opinion(yours or your customers)

People are terrible predictors of their own future behaviorGym memberships

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Scale with learningvalidated learningrisk

investment

EXAMPLE: COINSTAR

EXAMPLE: ZAPPOS

Adobe kickboxTools

Time

Money

Sugar

Caffeine

theraspecs

InterviewsSurveysPrototype tests

theraspecs

30 keywordsx6 ad variationstheraspecs

2.7%conversion rate850visitorstheraspecs

theraspecs

theraspecs

theraspecs

theraspecs

Show your brain whos bossDont guess.Dont ask.Observe behavior.

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Hart Shafer@j3hshart@theraspecs.com