capture - day 2 - 12:15 "are your customers satisficers or maximisers?"

Are your customers satisficers

or are they maximisers?

@paulwould

Paul Wood@paulwould

All about choice

Barry SchwartzThe Paradox of Choice

1. Maximise welfareThe Official Dogma

1. Maximise welfare2. Maximise freedom

The Official Dogma

1. Maximise welfare2. Maximise freedom3. Maximise choice

The Official Dogma

DepressionThere is 10 times more major depression in people born after 1945 than before

X10

We are surrounded by choices

Currys.co.uk239 washing machines+ 76 washer dryers14 refine search groups

Petsathome.com264 dog bedssoft/mattress/plastic/toughluxury/blankets/heatingcooling/specific requirements

Autotrader.co.uk84 cars19 Black10 Blue16 Grey

Choice is demotivating

We don’t make choices

With%AT&T Not%with%AT&T

Burden of choice

Foraging Craft & Trade

Ye OldeWay

HuntFindForageUse energy

The New Way

CraftSkillTradeShare burden

The Post-Modern Way

Loads of choiceFindForageUse energy

Sweet

Milky

Not-so-milky

Cappuccino Macchiato

Latte

EspressoDouble Espresso

Americano

Strong

Sweet

Milky

Not-so-milky

Cappuccino Macchiato

Latte Gingerbread Latte

EspressoDouble Espresso

Americano

Strong

RecapChoice is goodToo much choice is badThe burden of choice has shifted

Consumers act in strange ways

iPhone

Source: bgr.com

Sony Xperia Z3

Huawei Ascend Mate7

Samsung Galaxy S5

HTC One M8

Apple iPhone 6 Plus

LG G3

Samsung Galaxy Note 3

Motorola Moto X

Apple iPhone 6

0 10Hours

Best for battery life?

Source: bgr.com

Best for screen size?

Apple iPhone 6Nokia Lumia

830 HTC One M8Samsung Galaxy S5

Apple iPhone 6 Plus

Samsung Galaxy Note 4

Source: bgr.com

Best for camera resolution?

HTC One M8 iPhone 6 Galaxy S5

Is it actually the best phone?

not the best

not the worst

The bestThe worst

Not the bestUnhealthySloppyNo frills

Not the worstFastNo (nasty) surprisesIt won’t kill you (straight away)

Satisficers/Maximisers

Maximiser“Need to be assured that every purchase decision was the best

that could be made”

The bestThe worst

What is a maximiser?

Wants to end up here

Visit one more shop

Test drive one more car

Read another review

Satisficer“Settle for something that is good enough and not worry about the

possibility that there might be something better”

The bestThe worst

What is a satisficer?

Wants to avoid here

1. 10 mins from station2. Furnished3. Modern4. Up to £1,000 a month

Renting a Flat

Maximiser vs Satisficer

A Trip to Wagamama

302 miso soup and japanese pickles v £1.95

305 a tea-stained egg £1.00

304 japanese pickles v £1.00

306 kimchee £1.00

303 chillies v £1.00

307 brown rice v £2.00

300 white rice | steamed or sticky v £2.00

301 noodles v £2.00

extras | make your meal even tastier

chilli men stir-fried chicken or prawns, courgettes, red onions, peppers, mushrooms and mangetout in a spicy tomato chilli men sauce, served on soba noodles 49 chicken £10.95 50 prawns £11.95

51 yasai chilli men v £9.50 stir-fried tofu, courgettes, red onions, peppers mushrooms and mangetout in a spicy tomato chilli men sauce, served on whole wheat noodles

firecracker marinated chicken breast or prawns stir-fried with mangetout, red hot chillies, red and green peppers, spring and white onions, fiery sweet and hot sauce, steamed white rice, shichimi, sesame seeds and lime 92 chicken £9.95 93 prawns £10.95

chilli dishes | fresh, spicy chilli dishes

allergies and intolerances | if you have a food

allergy, intolerance or sensitivity please let your server

know before you order your food and they’ll be able to

suggest the best dishes for you

please note | our dishes are prepared in areas

where allergenic ingredients are present so we

cannot guarantee that our dishes are 100% free of

these ingredients

we love this dish v vegetarian

may contain shell or small bones contains nuts

your noodle, your choice | we make lots of different

noodles; with most dishes you can choose whichever noodles

you want. you can also swap your rice for brown rice. ask your

server for full details

soba / ramen noodles | thin, wheat egg noodles

whole wheat noodles | thin, whole wheat egg noodles

udon noodles | thick, white noodles without egg rice noodles | flat, thin noodles without egg or wheat

40 yaki soba £8.25 teppan-fried soba noodles with chicken, shrimp,

egg, beansprouts, peppers, white and spring onions. garnished with fried shallots, pickled ginger and sesame seeds

41 yasai yaki soba v £7.75 teppan-fried whole wheat noodles with egg,

beansprouts, peppers, white and spring onions, mushrooms and garlic. garnished with fried shallots, pickled ginger, sesame seeds and coriander vinegar

teriyaki soba grilled teriyaki beef or salmon on a bed of teppan-fried soba noodles with curry oil, mangetout, red and spring onions, beansprouts, bok choi and chillies with yakitori and teriyaki sauce. garnished with coriander and sesame seeds 46 salmon £12.25 45 beef £13.95

42 yaki udon £8.95 teppan-fried udon noodles in curry oil with

chicken, prawns, chikuwa, egg, beansprouts, leek, mushrooms and peppers. garnished with fried shallots, pickled ginger and sesame seeds

44 ginger chicken udon £9.50 teppan-fried udon noodles with chicken, egg,

beansprouts, red and spring onions, mangetout and chilli. garnished with pickled ginger and coriander

wagamama pad-thai teppan-fried rice noodles in a sweet tamarind sauce with chicken and prawns or fried tofu, egg, beansprouts, leek, red and spring onions, chinese chives, garlic, ginger and chillies. garnished with coriander cress, fried shallots, peanuts, mint and lime 48 chicken and prawns £9.95 47 yasai v £8.95

teppanyaki | noodles cooked on a hot, flat griddle

20 chicken ramen £8.95 noodles in a chicken soup topped with grilled chicken

breast, seasonal greens. garnished with menma and spring onions

21 wagamama ramen £10.25 noodles in a miso, ginger and chicken soup topped

with grilled chicken, barbecued pork, prawns, mussels, half a tea-stained egg, chikuwa and wakame. with menma and spring onions

22 grilled duck ramen £12.95 noodles in a vegetable soup topped with tender

boneless duck leg and pea shoots. garnished with coriander, chillies, spring onions and a citrus ponzu sauce

chilli ramen noodles in a spicy chicken soup, beef steak or chicken, red and spring onions, beansprouts, chillies, coriander and lime 25 chicken £10.25 24 beef £12.95

27 saien soba v £9.25 whole wheat noodles in vegetable soup, fried tofu, beansprouts, courgettes, asparagus, red onions, leek, mushrooms, mangetout, garlic, sesame oil and spring onions

30 pork ramen £9.25 noodles in a miso, ginger and chicken soup topped

with barbecued pork, half a tea-stained egg, seasonal greens and wakame. drizzled with a korean barbecue sauce and garnished with menma and spring onions

82 coconut seafood broth £12.95 rice noodles in a coconut and vegetable broth topped with prawns, salmon, squid, scallops, mussels and tender stem broccoli. garnished with spring onions, chillies and coriander cress

you can swap your soup for vegetable soup in any ramen. just ask

104 edamame v £4.35 steamed green soya-beans with either salt

or chilli and garlic salt

106 wok-fried greens v £4.35 tender stem broccoli and bok choi, stir-fried in garlic and soy sauce

109 raw salad v £3.50 mixed leaves, red onions, mooli and carrot.

garnished with fried shallots and served with the wagamama house dressing

95 goma wakame salad v £4.35 shredded carrot, goma wakame seaweed,

spring onions and chilli. served with the wagamama house dressing and sesame seeds

97 pork ribs £6.75 teppan-fried ribs in a korean barbecue sauce with mixed sesame seeds 110 grilled pork bulgogi wraps £5.75 teppan-grilled pork belly, korean barbecue sauce, pickled red onions, beansprouts and coriander, ready for you to wrap in a baby gem lettuce

96 lollipop prawn kushiyaki £6.25 skewers of grilled prawns marinated in lemongrass,

lime and chilli. glazed with a sweet, sour and hot sauce and served with a caramelised lime

107 chilli squid £5.80 deep-fried squid seasoned with salt and shichimi.

served with a chilli and coriander dipping sauce

108 tori kara age £5.25 deep-fried chicken pieces. served

with a chilli, garlic, sesame and soy sauce

111 mushroom onigiri v £5.50 balls of sticky rice with mushroom, deep-fried in panko breadcrumbs on a bed of goma wakame. served with a sweet, sour and hot sauce

gyoza | tasty parcels of goodness

100 chicken gyoza £5.80 five steamed, grilled chicken dumplings. served with a chilli, garlic, sesame and soy sauce

101 yasai gyoza v £5.75 five steamed, grilled vegetable dumplings. served with a black vinegar, chilli and coriander sauce

99 duck gyoza £5.90 five deep-fried duck dumplings.

served with a spicy cherry hoi sin sauce

102 ebi gyoza £5.95 five deep-fried prawn and vegetable dumplings. served with a citrus ponzu sauce

105 pulled pork gyoza £5.90 five steamed, grilled pulled pork dumplings.

served with a black vinegar and ginger sauce

salads | tasty plates of salad. some cold. some warm

60 mandarin and sesame chicken salad £10.25 marinated chicken with mixed leaves, mandarin,

coriander, red and spring onions, mangetout and cashew nuts with a sesame, mandarin and mint dressing. garnished with sesame seeds

63 warm tofu chilli salad v new £9.25 stir-fried tofu, aubergines, red peppers, asparagus, mangetout, tender stem broccoli and red onion on a bed of baby gem lettuce. dressed in sweet chilli sauce. garnished with cashew nuts

66 warm chilli chicken salad £9.75 stir-fried chicken with cashews, red peppers, mangetout, tender stem broccoli and red onion on a bed of baby gem lettuce. dressed in a sweet chilli sauce

67 grilled tuna with stir-fried vegetables £11.15 seared tuna steak on a bed of stir-fried sweet potatoes, edamame beans, red onions, red and green peppers and mangetout with an avocado, wasabi and nouc cham dressing. garnished with a tea-stained egg and coriander cress

curry | fresh, tasty curries. some with rice. some with noodles

71 chicken katsu curry £9.75 chicken breast deep-fried in panko breadcrumbs, served with a curry sauce and sticky white rice. garnished with dressed mixed leaves and japanese pickles

73 grilled chicken katsu curry £9.75 grilled chicken breast, served with a curry sauce and brown rice. garnished with dressed mixed leaves and japanese pickles

72 yasai katsu curry v £8.95 sweet potato, aubergine and butternut squash

deep-fried in panko breadcrumbs, served with a curry sauce and sticky white rice. garnished with dressed mixed leaves and japanese pickles

raisukaree tender marinated chicken breast or prawns stir-fried in a coconut and lime curry sauce with mangetout, peppers, red and spring onions, ginger and garlic. served with rice and garnished with mixed sesame seeds, chillies, coriander and lime 75 chicken £10.95 79 prawns £11.95

surendra’s curry new a rich, spicy green curry made with jalapeño peppers, onion and ginger. topped with sweet potato straws and served with steamed rice 52 yasai v £8.95 53 chicken £10.95 54 tilapia fish £10.95

kare lomen ramen noodles in a spicy coconut and lemongrass soup topped with grilled chicken or prawns, cucumber and beansprouts. garnished with coriander and lime 80 chicken £10.45 81 prawns £11.50

itame rice noodles in a spicy green coconut and lemongrass soup topped with stir-fried chicken, prawns or fried tofu, beansprouts, red and spring onions, bok choi, peppers, mushrooms and chillies. garnished with coriander and lime 37 chicken £10.45 39 prawns £11.50 38 yasai v £9.25

UKWIN14-1

77 cha han £8.25 stir-fried brown rice with chicken and prawns, egg, mangetout, mushrooms, sweetcorn and spring onions. served with a side portion of miso soup and japanese pickles

78 yasai cha han v £7.75 stir-fried brown rice with fried tofu, egg, mangetout, mushrooms, sweetcorn and spring onions. served with a side portion of miso soup and japanese pickles

teriyaki donburi chicken or beef brisket in teriyaki sauce with sticky white rice, shredded carrots, pea shoots and spring onion. garnished with sesame seeds and served with a side of kimchee 70 chicken £9.50 69 beef new £10.95

donburi can come with brown or white rice. just ask

donburi | big bowls of rice with meat and vegetables

sides | perfect with a meal or great for sharing ramen | big bowls of soup filled with noodles, vegetables and meat

Buying a mattress

Dreams.co.uk 108Argos.co.uk 439Johnlewis.com 331Ikea.com 137Homebase.co.uk 328

“I don’t want anything other than the best mattress for me”

Maximiser

“…you’ll find a mattress designed to fit every budget and requirement,

so you’re certain to find something that’s right for you”

How does the internet respond?

Set criteria of searchReview selectionStop once criteria met

Satisficer

RecapMaximisers want perfectWe often cater better to maximisersThere are more satisficers

Why are there more satisficers?

We are rubbish at making choices

Daniel KahnemanThinking, Fast and Slow

One We get tired of thinking

Ego Depletion

“Mental energy is more than a mere metaphor”

“The nervous system consumes more glucose than other parts of the body”

“Effortful mental activity appears to be especially expensive in the currency of glucose”

Go to work

0 100%Mental Energy

Success Line

Go to work

Eat fruit for morning snack

0 100%Mental Energy

Success Line

Go to work


Don’t eat that donut!!!

0 100%Mental Energy

Success Line

Go to work



Have a salad at lunch

0 100%Mental Energy

Success Line

Go to work




Refrain from shouting at your colleagues

0 100%Mental Energy

Success Line

Go to work





Go to the gym after work

0 100%Mental Energy

Success Line

Go to work






0 100%Mental Energy

Success Line

Don’t eat pizza

Go to work






Don’t eat pizza

Walk dog in rain

0 100%Mental Energy

Success Line

Go to work






Don’t eat pizza

Walk dog in rain

Don’t drink beer

0 100%Mental Energy

Success Line

Two We jump to conclusions

The automatic ‘system 1’

“The impulses that often become your choices and your actions”

A bat and ball cost £1.10

The bat cost one pound more than the ball

How much did the bat cost?

It’s not £1

It is £1.05

What do cows drink?

Three We are easily influenced

Florida, forgetful, bald, grey, wrinkle

finds, he, it, yellow, instantly

The Florida Effect

The Priming Effect

3x as much paid on ‘eye weeks’

The Anchoring Effect

Q1 Would you be willing to pay £xxtowards this good cause?

Q2 How much would you like to contribute to this cause?

$200


No Anchor

$160

$140

$120

$100

$80

$60

$40

$20

$180

Aver

age

Dona

tion

$200


No Anchor

$160

$140

$120

$100

$80

$60

$40

$20

$180

Aver

age

Dona

tion

$5

$200


No Anchor $400

$160

$140

$120

$100

$80

$60

$40

$20

$180

Aver

age

Dona

tion

$5

The Anchoring Effect + Rationing

Limit of 12 per person

No limit perperson

RecapWe get tired of making choicesWe make bad judgmentsWe are easily led astray

How we (marketers) can help

How we must help

We are all choice architects

“A choice architect has the responsibility for organisingthe context in which people

make decisions”

It’s about how we present choice

The Six Principles of Choice Architecture

Defaults Feedback Incentives

Structure Mapping Expect Error

Provide a Default

Consumers follow the path of least resistance

We’ll do anything to save a bit of (mental) energy

Provide Feedback

Consumers want to know whether they are on track

We need simple information helping us to make choices

Offer incentives

Answer the question, “what’s in it for me?”

Sometimes there will be something to gain

Other times the cost will be so small it won’t matter

Structure complex ideas

Choosing involves juggling complex information

Information can be complex because of volume

http://www.autodeskplm360.co.uk/

Expect error

Humans make mistakes

A well-designed system is forgiving of mistakes

SpamsungWashing Machines

What happens if I search for…

Nobody’s perfect

@paulwould

Not “Wood”

Map the experience

Help your customers to understand the experience

they will have

What is a gigabyte?

Why should I care about megapixels?

How much storage space do I need?

What TV should I purchase?

http://www.rtings.com/tv/learn/size-to-distance-relationship

An extreme solution…

“If you don't see something here, it's because it's not

worth your time”

RecapThere’s no shortage of choiceIt’s tiring and hard to handleWe can fix this problem

Any questions?

@paulwould

@paulwould

Further Reading

The Paradox of ChoiceBarry Schwartzwhdot.net/ParadoxChoice

Thinking, Fast and SlowDaniel Kahnemanwhdot.net/ThinkingFast

The Wiki ManRory Sutherlandwhdot.net/WikiMan

NudgeThaler & Sunsteinwhdot.net/NudgeImprovingDecisions

Get the slides – whdot.net/ChoiceArchitecture

capture - day 2 - 12:15 "are your customers satisficers or maximisers?"

Presentations & Public Speaking