Our Brains Are Lying to Us by Hart Shafer

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

✓✓

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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

hart@theraspecs.com