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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-XXXX
16 82
60-120% higher bids
yes no
Haha. How random!
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
✓✓
✓
THE ARK
Edward Hicks. "Noahs Ark”
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
LEAN STARTUPIdeas
Build
Product
Measure
Data
Learn
Experiment
Hypotheses
Pivot?
DESIGN THINKING
Empathize
Define
Ideate
Prototype
Test
DESIGN THINKING
Empathize
Define
Ideate
Prototype
Test
USER CENTERED DESIGN
Image credit: http://danielikim.com/
CUSTOMER DEVELOPMENT
Image credit: http://steveblank.com/
THE COMMON KEY
Measured behaviorover
Reasoned opinion(yours or your customers’)
SCALE WITH LEARNING
validated learning
risk
investment
EXAMPLE: COINSTAR
EXAMPLE: ZAPPOS
ADOBE KICKBOXTools
Time
Money
Sugar
Caffeine
THERASPECS
Interviews
Surveys
Prototype tests
THERASPECS
30 keywordsx
6 ad variations
THERASPECS
2.7%conversion rate
850visitors
THERASPECS
THERASPECS
THERASPECS
THERASPECS
THERASPECS
SHOW YOUR BRAIN WHO’S BOSS
Don’t guess.Don’t ask.
Observe behavior.
Hart Shafer@j3hs