Our Brains are Lying to Us The “why” behind Design Thinking and Lean Startup by Hart Shafer

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Our brains are prone to cognitive biases that cause irrational and illogical decision-making. Design thinking and lean startup methods help overcome these biases by emphasizing evidence-based learning through experimentation and measurement of user behavior rather than opinions. These methods instruct companies to build products, measure user data, learn from it, and pivot as needed to scale successfully like Coinstar and Zappos, which relied on prototyping, A/B testing, and other techniques to develop the right solutions for customers.

Our Brains are Lying to Us
The “why” behind Design Thinking and Lean Startup

What they
wanted:
“Tire swing”
What we
heard:
“Tier swing”

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
✓
✓
✓

TWO THINKING SYSTEMS
System 1 runs the
show by default
System 1:
Fast, effortless, pattern
matching to norms
System 2
Slow, effortful, logical
We need to consciously
activate our system 2

LEAN STARTUP
Ideas
Build
Product
Measure
Data
Learn
Experiment
Hypotheses
Pivot?

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 behavior
over
Reasoned opinion
(yours or your customers’)

ADOBE KICKBOX
Tools
Time
Money
Sugar
Caffeine

THERASPECS
Interviews
Surveys
Prototype tests

30 keywords
x
6 ad variations
THERASPECS

2.7%
conversion rate
850
visitors
THERASPECS

SHOW YOUR BRAIN WHO’S BOSS
Don’t guess.
Don’t ask.
Observe behavior.

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Our Brains are Lying to Us The “why” behind Design Thinking and Lean Startup by Hart Shafer

1. Our Brains are Lying to Us The “why” behind Design Thinking and Lean Startup

2. Hart Shafer @j3hs

3. What they wanted: “Tire swing” What we heard: “Tier swing”

4. YOU ARE NOT RATIONAL

5. HUMANS ARE NOT RATIONAL

6. XXX-XX-XXXX 16 82 60-120% higher bids yes no Haha. How random!

9. 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 ✓ ✓ ✓

10. THE ARK Edward Hicks. "Noahs Ark”

11. TWO THINKING SYSTEMS System 1 runs the show by default System 1: Fast, effortless, pattern matching to norms System 2 Slow, effortful, logical We need to consciously activate our system 2

12. LEAN STARTUP Ideas Build Product Measure Data Learn Experiment Hypotheses Pivot?

13. DESIGN THINKING Empathize Define Ideate Prototype Test

14. DESIGN THINKING Empathize Define Ideate Prototype Test

15. USER CENTERED DESIGN Image credit: http://danielikim.com/

16. CUSTOMER DEVELOPMENT Image credit: http://steveblank.com/

17. THE COMMON KEY Measured behavior over Reasoned opinion (yours or your customers’)

18. SCALE WITH LEARNING

19. EXAMPLE: COINSTAR

20. EXAMPLE: ZAPPOS

21. ADOBE KICKBOX Tools Time Money Sugar Caffeine

22. THERASPECS Interviews Surveys Prototype tests

23. THERASPECS

24.

25. 30 keywords x 6 ad variations THERASPECS

26. 2.7% conversion rate 850 visitors THERASPECS

27. THERASPECS

28. THERASPECS

29. THERASPECS

30. THERASPECS

31. SHOW YOUR BRAIN WHO’S BOSS Don’t guess. Don’t ask. Observe behavior.

32. Hart Shafer @j3hs hart@theraspecs.com

Editor's Notes

Anchoring Pay this much for an item that they didn’t know the value for yes/no Then, had auction for items; ppl with higher numbers bid 60-120% higher than low numbers Even after laughing about how random the first question was
Biases are how we can get through the day walk, talk, drive a car without conscious thought
The learning loop
People are terrible predictors of their own future behavior Gym memberships

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