Experience Lab 2017 | 11.08 – 11.10 2017

BY DESIGN

Functional FixednessA Creative Conundrum

Experience Lab 2017 | 11.08 – 11.10 2017

Hannah Green@HannahGreen3

Mitch Diehl@MitchLovesPizza

Experience Lab 2017 | 11.08 – 11.10 2017

The Candle Problem

Experience Lab 2017 | 11.08 – 11.10 2017

The Experiment

Fix the candle to the wall, so that when lit, the wax doesn’t drip onto the floor.

Experience Lab 2017 | 11.08 – 11.10 2017

An Alternative Approach

Experience Lab 2017 | 11.08 – 11.10 2017

The Solution

Experience Lab 2017 | 11.08 – 11.10 2017

D

”Think Outside the Box”

Experience Lab 2017 | 11.08 – 11.10 2017

The Problem

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D”When it comes to innovation, businesses are constantly hampered by functional fixedness and other cognitive biases that cause people to overlook elegant solutions hidden in plain sight.”

func!tion!al"f#NG(k)SH(#)n(#)l/ (adjective)

fixed!ness"fik-s#d-n#s (noun)

func!tion!al"f#NG(k)SH(#)n(#)l/ (adjective)

fixed!ness"fik-s#d-n#s (noun)

The subconscious bias that drives people to rely on traditional solutions to familiar problems after years of experience in any one function of a business.

Experience Lab 2017 | 11.08 – 11.10 2017

What It Means for Your Website

Experience Lab 2017 | 11.08 – 11.10 2017

What It Means for Your Website

8 in 10consumers would stop engaging with a site if its content doesn’t display properly on

their device

75%of judgments on website credibility are based on a website’s overall aesthetics

5 Devicesper person, with different screen sizes

and device types

Worldwide, consumers use an average of

72%of marketers in Northern America believe personal content marketing plays a vital

role in the success of their website

A site that merely meets expectations is no longer enough.

Your Users Expect More.

Experience Lab 2017 | 11.08 – 11.10 2017

Rethinking the Design Process

Experience Lab 2017 | 11.08 – 11.10 2017

D

Recognizing Your Bias

The Pre-Mortem

Experience Lab 2017 | 11.08 – 11.10 2017

The Pre-Mortem

! What is the problem?

! What does success look like?

! What does failure look like?

What are potential mental roadblocks or inhibitors to innovation?

Be honest with yourself.

Experience Lab 2017 | 11.08 – 11.10 2017

D

Addressing Your Bias

Experience Lab 2017 | 11.08 – 11.10 2017Experience Lab 2017 | 11.08 – 11.10 2017

Identify a hunt statement.

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Involve a diverse team.

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The Blinking Eye Bridge

Experience Lab 2017 | 11.08 – 11.10 2017

The Blinking Eye Bridge

Experience Lab 2017 | 11.08 – 11.10 2017Experience Lab 2017 | 11.08 – 11.10 2017

Look beyond your domain.

Experience Lab 2017 | 11.08 – 11.10 2017Experience Lab 2017 | 11.08 – 11.10 2017

Do your homework.

Experience Lab 2017 | 11.08 – 11.10 2017

D

Measuring Effectiveness

Experience Lab 2017 | 11.08 – 11.10 2017Experience Lab 2017 | 11.08 – 11.10 2017

When in doubt – test.

Experience Lab 2017 | 11.08 – 11.10 2017

Mitchell’s Degrees of Terror and Testing

A relatively safe bet

Probably going to lose my job

Risk

Experience Lab 2017 | 11.08 – 11.10 2017Experience Lab 2017 | 11.08 – 11.10 2017

The Post-Mortem

Experience Lab 2017 | 11.08 – 11.10 2017

The Post-Mortem

! Did the problems you encountered match the problems you predicted?

! How effectively did you navigate the problems that arose?

! What inhibitors to innovation did your team face?

! Document your findings for next time.

Experience Lab 2017 | 11.08 – 11.10 2017Experience Lab 2017 | 11.08 – 11.10 2017

In Conclusion

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D

They believe they’re creative.

Experience Lab 2017 | 11.08 – 11.10 2017

BY DESIGN

Functional FixednessA Creative Conundrum