our brains are lying to us the “why” behind design thinking and lean startup by hart shafer
TRANSCRIPT
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