Li Slideshare 2

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Li Slideshare 2

  1. 1. Decision Architecture – Part II Driving User Decision-Making on the Web Colleen Roller Decision Architect
  2. 2. Assumptions It’s easy to make assumptions about how users make decisions. It just needs to be user friendly… People know what they want… People respond well to statistics, graphs and data… People are motivated by lots of choice… Most people make logical decisions based on facts…
  3. 3. Assumptions But assumptions are often faulty. It just needs to be user friendly… People know what they want… People respond well to statistics, graphs and data… People are motivated by lots of choice… Most people make logical decisions based on facts…
  4. 4. My method I use a research -based approach to build websites that drive user decision-making in order to meet or exceed business objectives.
  5. 5. Areas of research <ul><li>Behavioral decision theory </li></ul><ul><ul><li>The study of how people decide and behave – e.g., the types of strategies and shortcuts they use </li></ul></ul><ul><li>Cognitive psychology </li></ul><ul><ul><li>The study of how people perceive, think, remember and learn </li></ul></ul><ul><li>Social psychology </li></ul><ul><ul><li>The study of how humans are influenced and affected by other humans </li></ul></ul><ul><li>Usability & Web Design </li></ul><ul><ul><li>The study of user behavior on the Web </li></ul></ul>
  6. 6. Let me ask you… <ul><li>Which of the following is true? </li></ul><ul><ul><li>Users are largely goal-oriented and know what they want </li></ul></ul><ul><ul><li>Users’ preferences are actually pretty malleable </li></ul></ul>
  7. 7. Answer <ul><li>Which of the following is true? </li></ul><ul><ul><li>Users are largely goal-oriented and know what they want </li></ul></ul><ul><ul><li>Users’ preferences are actually pretty malleable </li></ul></ul>
  8. 8. Research says… <ul><li>“Decision makers’ preferences are, in part, constructed during the process of deciding – that is, preferences themselves depend on the set of choices under consideration.” </li></ul><ul><li>Sheena Iyengar / Wei Jiang </li></ul>Iyengar authored the 2010 book, The Art of Choosing
  9. 9. WOW! This means that the context in which decisions are made affects the decision outcome.
  10. 10. This is huge! That means that the web page design itself affects the decision outcome.
  11. 11. The Truth There is no neutral design. Everything has an effect.
  12. 12. Importance of context Reality: The sides of the tables pointed out are equal in length. It’s hard to believe, though, because of the context within which we perceive them. There is no neutral design – everything has an effect.
  13. 13. Effects on decision-making <ul><li>Number of choices </li></ul><ul><li>Types of choices </li></ul><ul><li>Order of choices </li></ul><ul><li>How choices relate to each other </li></ul><ul><li>Context in which choices are offered </li></ul><ul><li>Language and choice of words </li></ul><ul><li>Expertise of the decision-maker </li></ul><ul><li>The nature of the decision itself </li></ul><ul><li>And many, many more… </li></ul>
  14. 14. What I do <ul><li>I work with clients to help them understand: </li></ul><ul><ul><li>How people make decisions </li></ul></ul><ul><ul><li>The specific aspects of web design that affect user decision-making </li></ul></ul><ul><ul><li>How to design for optimal user decision-making that achieves business objectives </li></ul></ul>
  15. 15. Decision Architecture <ul><li>Architecting a user decision-making experience that achieves business objectives. </li></ul>
  16. 16. Contact me <ul><li>To learn more about how I can help you achieve your business objectives, contact me: </li></ul><ul><ul><li>Colleen Roller, Decision Architect Greater Boston area </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>http:// www.linkedin.com/in/colleenroller </li></ul></ul>

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