Our Brains are Lying to Us The “why” behind Design Thinking and Lean Startup by Hart Shafer
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Our brains are prone to cognitive biases that cause irrational and illogical decision-making. Design thinking and lean startup methods help overcome these biases by emphasizing evidence-based learning through experimentation and measurement of user behavior rather than opinions. These methods instruct companies to build products, measure user data, learn from it, and pivot as needed to scale successfully like Coinstar and Zappos, which relied on prototyping, A/B testing, and other techniques to develop the right solutions for customers.
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.
Editor's Notes
- 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