Our Brains are Lying to Us The “why” behind Design Thinking and Lean Startup by Hart Shafer
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Our Brains are Lying to Us The “why” behind Design Thinking and Lean Startup by Hart Shafer
- 1. Our Brains are Lying to Us The “why” behind Design Thinking and Lean Startup
- 3. What they wanted: “Tire swing” What we heard: “Tier swing”
- 6. XXX-XX-XXXX 16 82 60-120% higher bids yes no Haha. How random!
- 9. 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 ✓ ✓ ✓
- 10. THE ARK Edward Hicks. "Noahs Ark”
- 11. TWO THINKING SYSTEMS System 1 runs the show by default System 1: Fast, effortless, pattern matching to norms System 2 Slow, effortful, logical We need to consciously activate our system 2
- 15. USER CENTERED DESIGN Image credit: http://danielikim.com/
- 16. CUSTOMER DEVELOPMENT Image credit: http://steveblank.com/
- 17. THE COMMON KEY Measured behavior over Reasoned opinion (yours or your customers’)
- 20. EXAMPLE: ZAPPOS
- 23. THERASPECS
- 25. 30 keywords x 6 ad variations THERASPECS
- 27. THERASPECS
- 28. THERASPECS
- 29. THERASPECS
- 30. THERASPECS
- 31. SHOW YOUR BRAIN WHO’S BOSS Don’t guess. Don’t ask. Observe behavior.
Hinweis der Redaktion
- Anchoring Pay this much for an item that they didn’t know the value for yes/no Then, had auction for items; ppl with higher numbers bid 60-120% higher than low numbers Even after laughing about how random the first question was
- Biases are how we can get through the day walk, talk, drive a car without conscious thought
- The learning loop
- People are terrible predictors of their own future behavior Gym memberships