jason hreha - design + science
DESCRIPTION
Jason Hreha spoke at #lastdfcTRANSCRIPT
Science + Design
Science does 3 things for design.
It gives us an accurate model of the world and how
people operate within it.
1.
Biases. Rationality.
Anchoring. Confirmation bias.
Decoy effect. Endowment effect. Sunk cost fallacy.
Framing effects. IKEA effect.
Loss aversion. etc.
Defaults. Unbiased choice.
Act first - then explain. Post-hoc stories.
Environmental constraints. Willpower.
More accurate model = More accurate predictions =
More realistic product + design decisions
It gives us a set of models that can guide our
problem-solving efforts.
2.
Trigger + Ability + Motivation =
Behavior
Trigger + Ability + Motivation =
Behavior
Fogg Behavior Model
Habit Loop
+ Trigger
+ Ability
+ Motivation
Fogg Behavior Model + Habit Loop
1. Path of Least Resistance 2. Emotion
3. Social Proof 4. Loss Aversion
5. Concrete & Specific 6. Relativity
1. Path of Least Resistance 2. Emotion
3. Social Proof 4. Loss Aversion
5. Concrete & Specific 6. Relativity
Six Principles of Behavioral Economics (Hreha + Ariely)
It gives us ideas, brainstorming fodder, for
products or services.
3.
“Helping others may be most emotionally rewarding when it satisfies the fundamental need for social connection. Consistent with this idea, individuals garner more happiness from prosocial spending when giving provides the opportunity to connect with other people (Aknin, Dunn, Sandstrom, & Norton, 2013). In one experiment, participants who received a $10 Starbucks gift card were happier if they spent it on a friend rather than on themselves—but only if they took the time to go to Starbucks with their friend. Other research suggests that we may get the biggest happiness bang for our buck when we spend money on close others rather than acquaintances (Aknin, Sandstrom, Dunn, & Norton, 2011), perhaps because close relationships are especially critical for satisfying the need to belong (Baumeister & Leary, 1995).”
“We observe a significant and positive effect of order, indicating that participants’ revealed preference for their suit was influenced by the order of attribute presentation. In particular, the overall tendency to accept the default was greater when the number of options available decreased through the decision sequence (i.e., hi-to-lo). We also observe that the attribute coefficients progressively decreased, an intuitive result imply- ing that the likelihood of default selection increases as variety increases.”
“These experiments, which were conducted in both field and laboratory settings, show that people are more likely to purchase gourmet jams or chocolates or to undertake optional class essay assignments when offered a limited array of 6 choices rather than a more extensive array of 24 or 30 choices. Moreover, participants actually reported greater subsequent satisfaction with their selections and wrote better essays when their original set of options had been limited.”
It gives us an accurate model of the world and how
people operate within it.
1.
It gives us a set of models that can guide our
problem-solving efforts.
2.
It gives us ideas, brainstorming fodder, for
products or services.
3.
