Capture - Day 2 - 12:15 "Are your Customers Satisficers or Maximisers?"

Are your customers satisficers
or are they maximisers?
@paulwould

Barry Schwartz
The Paradox of Choice

1. Maximise welfareThe
Official
Dogma

1. Maximise welfare
2. Maximise freedom
The
Official
Dogma

1. Maximise welfare
2. Maximise freedom
3. Maximise choice
The
Official
Dogma

Depression
There is 10 times more major
depression in people born after
1945 than before
X10

Currys.co.uk
239 washing machines
+ 76 washer dryers
14 refine search groups

Petsathome.com
264 dog beds
soft/mattress/plastic/tough
luxury/blankets/heating
cooling/specific requirements

Autotrader.co.uk
84 cars
19 Black
10 Blue
16 Grey

Ye Olde
Way
Hunt
Find
Forage
Use energy

The New
Way
Craft
Skill
Trade
Share burden

The Post-
Modern Way
Loads of choice
Find
Forage
Use energy

Sweet
Milky
Not-so-milky
Cappuccino Macchiato
Latte
EspressoDouble Espresso
Americano
Strong

Sweet
Milky
Not-so-milky
Cappuccino Macchiato
Latte Gingerbread Latte
EspressoDouble Espresso
Americano
Strong

Recap
Choice is good
Too much choice is bad
The burden of choice has shifted

Source: bgr.com
Sony Xperia Z3
Huawei Ascend Mate7
Samsung Galaxy S5
HTC One M8
Apple iPhone 6 Plus
LG G3
Samsung Galaxy Note 3
Motorola Moto X
Apple iPhone 6
0 10Hours
Best for battery life?

Source: bgr.com
Best for screen size?
Apple iPhone 6
Nokia Lumia
830 HTC One M8
Samsung
Galaxy S5
Apple iPhone 6
Plus
Samsung
Galaxy Note 4

Source: bgr.com
Best for camera resolution?
HTC One M8 iPhone 6 Galaxy S5

Is it actually the best phone?

Not the best
Unhealthy
Sloppy
No frills

Not the worst
Fast
No (nasty) surprises
It won’t kill you (straight away)

Maximiser
“Need to be assured that every
purchase decision was the best
that could be made”

The bestThe worst
What is a maximiser?
Wants to end up here

Visit one more shop
Test drive one more car
Read another review

Satisficer
“Settle for something that is good
enough and not worry about the
possibility that there might be
something better”

The bestThe worst
What is a satisficer?
Wants to avoid here

1. 10 mins from station
2. Furnished
3. Modern
4. Up to £1,000 a month
Renting a
Flat

Maximiser vs Satisficer
A Trip to Wagamama

302 miso soup and japanese pickles v £1.95
305 a tea-stained egg £1.00
304 japanese pickles v £1.00
306 kimchee £1.00
303 chillies v £1.00
307 brown rice v £2.00
300 white rice | steamed or sticky v £2.00
301 noodles v £2.00
extras | make your meal even tastier
chilli men
stir-fried chicken or prawns, courgettes, red onions,
peppers, mushrooms and mangetout in a spicy
tomato chilli men sauce, served on soba noodles
49 chicken £10.95
50 prawns £11.95
51 yasai chilli men v £9.50
stir-fried tofu, courgettes, red onions, peppers
mushrooms and mangetout in a spicy tomato chilli
men sauce, served on whole wheat noodles
firecracker
marinated chicken breast or prawns stir-fried
with mangetout, red hot chillies, red and green peppers,
spring and white onions, fiery sweet and hot sauce,
steamed white rice, shichimi, sesame seeds and lime
92 chicken £9.95
93 prawns £10.95
chilli dishes | fresh, spicy chilli dishes
allergies and intolerances | if you have a food
allergy, intolerance or sensitivity please let your server
know before you order your food and they’ll be able to
suggest the best dishes for you
please note | our dishes are prepared in areas
where allergenic ingredients are present so we
cannot guarantee that our dishes are 100% free of
these ingredients
we love this dish
v vegetarian
may contain shell or small bones
contains nuts
your noodle, your choice | we make lots of different
noodles; with most dishes you can choose whichever noodles
you want. you can also swap your rice for brown rice. ask your
server for full details
soba / ramen noodles | thin, wheat egg noodles
whole wheat noodles | thin, whole wheat egg noodles
udon noodles | thick, white noodles without egg
rice noodles | flat, thin noodles without egg or wheat
40 yaki soba £8.25
teppan-fried soba noodles with chicken, shrimp,
egg, beansprouts, peppers, white and spring onions.
garnished with fried shallots, pickled ginger
and sesame seeds
41 yasai yaki soba v £7.75
teppan-fried whole wheat noodles with egg,
beansprouts, peppers, white and spring onions,
mushrooms and garlic. garnished with fried shallots,
pickled ginger, sesame seeds and coriander vinegar
teriyaki soba
grilled teriyaki beef or salmon on a bed of
teppan-fried soba noodles with curry oil, mangetout,
red and spring onions, beansprouts, bok choi and
chillies with yakitori and teriyaki sauce.
garnished with coriander and sesame seeds
46 salmon £12.25
45 beef £13.95
42 yaki udon £8.95
teppan-fried udon noodles in curry oil with
chicken, prawns, chikuwa, egg, beansprouts, leek,
mushrooms and peppers. garnished with fried
shallots, pickled ginger and sesame seeds
44 ginger chicken udon £9.50
teppan-fried udon noodles with chicken, egg,
beansprouts, red and spring onions, mangetout
and chilli. garnished with pickled ginger and coriander
wagamama pad-thai
teppan-fried rice noodles in a sweet tamarind sauce with
chicken and prawns or fried tofu, egg, beansprouts, leek,
red and spring onions, chinese chives, garlic, ginger and
chillies. garnished with coriander cress, fried shallots,
peanuts, mint and lime
48 chicken and prawns £9.95
47 yasai v £8.95
teppanyaki | noodles cooked on a hot, flat griddle
20 chicken ramen £8.95
noodles in a chicken soup topped with grilled chicken
breast, seasonal greens. garnished with menma and
spring onions
21 wagamama ramen £10.25
noodles in a miso, ginger and chicken soup topped
with grilled chicken, barbecued pork, prawns,
mussels, half a tea-stained egg, chikuwa and
wakame. with menma and spring onions
22 grilled duck ramen £12.95
noodles in a vegetable soup topped with tender
boneless duck leg and pea shoots. garnished with
coriander, chillies, spring onions and a citrus
ponzu sauce
chilli ramen
noodles in a spicy chicken soup, beef steak or
chicken, red and spring onions, beansprouts,
chillies, coriander and lime
25 chicken £10.25
24 beef £12.95
27 saien soba v £9.25
whole wheat noodles in vegetable soup, fried tofu,
beansprouts, courgettes, asparagus, red onions,
leek, mushrooms, mangetout, garlic, sesame oil
and spring onions
30 pork ramen £9.25
noodles in a miso, ginger and chicken soup topped
with barbecued pork, half a tea-stained egg, seasonal
greens and wakame. drizzled with a korean barbecue
sauce and garnished with menma and spring onions
82 coconut seafood broth £12.95
rice noodles in a coconut and vegetable broth topped
with prawns, salmon, squid, scallops, mussels and
tender stem broccoli. garnished with spring onions,
chillies and coriander cress
you can swap your soup for vegetable soup
in any ramen. just ask
104 edamame v £4.35
steamed green soya-beans with either salt
or chilli and garlic salt
106 wok-fried greens v £4.35
tender stem broccoli and bok choi, stir-fried in
garlic and soy sauce
109 raw salad v £3.50
mixed leaves, red onions, mooli and carrot.
garnished with fried shallots and served with
the wagamama house dressing
95 goma wakame salad v £4.35
shredded carrot, goma wakame seaweed,
spring onions and chilli. served with the wagamama
house dressing and sesame seeds
97 pork ribs £6.75
teppan-fried ribs in a korean barbecue sauce with
mixed sesame seeds
110 grilled pork bulgogi wraps £5.75
teppan-grilled pork belly, korean barbecue sauce,
pickled red onions, beansprouts and coriander, ready
for you to wrap in a baby gem lettuce
96 lollipop prawn kushiyaki £6.25
skewers of grilled prawns marinated in lemongrass,
lime and chilli. glazed with a sweet, sour and hot
sauce and served with a caramelised lime
107 chilli squid £5.80
deep-fried squid seasoned with salt and shichimi.
served with a chilli and coriander dipping sauce
108 tori kara age £5.25
deep-fried chicken pieces. served
with a chilli, garlic, sesame and soy sauce
111 mushroom onigiri v £5.50
balls of sticky rice with mushroom, deep-fried in
panko breadcrumbs on a bed of goma wakame.
served with a sweet, sour and hot sauce
gyoza | tasty parcels of goodness
100 chicken gyoza £5.80
five steamed, grilled chicken dumplings.
served with a chilli, garlic, sesame and soy sauce
101 yasai gyoza v £5.75
five steamed, grilled vegetable dumplings.
served with a black vinegar, chilli and coriander sauce
99 duck gyoza £5.90
five deep-fried duck dumplings.
served with a spicy cherry hoi sin sauce
102 ebi gyoza £5.95
five deep-fried prawn and vegetable dumplings.
served with a citrus ponzu sauce
105 pulled pork gyoza £5.90
five steamed, grilled pulled pork dumplings.
served with a black vinegar and ginger sauce
salads | tasty plates of salad. some cold. some warm
60 mandarin and sesame chicken salad £10.25
marinated chicken with mixed leaves, mandarin,
coriander, red and spring onions, mangetout and
cashew nuts with a sesame, mandarin and mint
dressing. garnished with sesame seeds
63 warm tofu chilli salad v new £9.25
stir-fried tofu, aubergines, red peppers, asparagus,
mangetout, tender stem broccoli and red onion on a
bed of baby gem lettuce. dressed in sweet chilli sauce.
garnished with cashew nuts
66 warm chilli chicken salad £9.75
stir-fried chicken with cashews, red peppers, mangetout,
tender stem broccoli and red onion on a bed of baby
gem lettuce. dressed in a sweet chilli sauce
67 grilled tuna with stir-fried vegetables £11.15
seared tuna steak on a bed of stir-fried sweet potatoes,
edamame beans, red onions, red and green peppers and
mangetout with an avocado, wasabi and nouc cham dressing.
garnished with a tea-stained egg and coriander cress
curry | fresh, tasty curries. some with rice. some with noodles
71 chicken katsu curry £9.75
chicken breast deep-fried in panko breadcrumbs, served
with a curry sauce and sticky white rice. garnished with
dressed mixed leaves and japanese pickles
73 grilled chicken katsu curry £9.75
grilled chicken breast, served with a curry sauce and
brown rice. garnished with dressed mixed leaves and
japanese pickles
72 yasai katsu curry v £8.95
sweet potato, aubergine and butternut squash
deep-fried in panko breadcrumbs, served with
a curry sauce and sticky white rice. garnished
with dressed mixed leaves and japanese pickles
raisukaree
tender marinated chicken breast or prawns stir-fried
in a coconut and lime curry sauce with mangetout,
peppers, red and spring onions, ginger and garlic.
served with rice and garnished with mixed sesame
seeds, chillies, coriander and lime
75 chicken £10.95
79 prawns £11.95
surendra’s curry new
a rich, spicy green curry made with jalapeño
peppers, onion and ginger. topped with sweet
potato straws and served with steamed rice
52 yasai v £8.95
53 chicken £10.95
54 tilapia fish £10.95
kare lomen
ramen noodles in a spicy coconut and lemongrass
soup topped with grilled chicken or prawns,
cucumber and beansprouts. garnished with
coriander and lime
80 chicken £10.45
81 prawns £11.50
itame
rice noodles in a spicy green coconut and
lemongrass soup topped with stir-fried chicken,
prawns or fried tofu, beansprouts, red and spring
onions, bok choi, peppers, mushrooms and
chillies. garnished with coriander and lime
37 chicken £10.45
39 prawns £11.50
38 yasai v £9.25
UKWIN14-1
77 cha han £8.25
stir-fried brown rice with chicken and prawns, egg,
mangetout, mushrooms, sweetcorn and spring onions.
served with a side portion of miso soup and japanese pickles
78 yasai cha han v £7.75
stir-fried brown rice with fried tofu, egg, mangetout,
mushrooms, sweetcorn and spring onions. served with
a side portion of miso soup and japanese pickles
teriyaki donburi
chicken or beef brisket in teriyaki sauce with sticky
white rice, shredded carrots, pea shoots and
spring onion. garnished with sesame seeds and
served with a side of kimchee
70 chicken £9.50
69 beef new £10.95
donburi can come with brown or white rice. just ask
donburi | big bowls of rice with meat and vegetables
sides | perfect with a meal or great for sharing ramen| big bowls of soup filled with noodles, vegetables and meat

Dreams.co.uk 108
Argos.co.uk 439
Johnlewis.com 331
Ikea.com 137
Homebase.co.uk 328

“I don’t want anything
other than the best
mattress for me”
Maximiser

“…you’ll find a mattress designed to
fit every budget and requirement,
so you’re certain to find something
that’s right for you”
How does the internet respond?

Set criteria of search
Review selection
Stop once criteria met
Satisficer

Recap
Maximisers want perfect
We often cater better to maximisers
There are more satisficers

Why are there more satisficers?

We are rubbish at making choices

Daniel Kahneman
Thinking, Fast and Slow

Ego
Depletion
“Mental energy is
more than a mere
metaphor”

“The nervous system
consumes more
glucose than other
parts of the body”

“Effortful mental activity
appears to be especially
expensive in the
currency of glucose”

Go to work
0 100%Mental Energy
Success Line

Go to work
Eat fruit for morning snack
0 100%Mental Energy
Success Line

Go to work
Don’t eat that donut!!!
0 100%Mental Energy
Success Line

Go to work
Have a salad at lunch
0 100%Mental Energy
Success Line

Go to work
Refrain from shouting at your colleagues
0 100%Mental Energy
Success Line

Go to work
Go to the gym after work
0 100%Mental Energy
Success Line

Go to work
0 100%Mental Energy
Success Line
Don’t eat pizza

Go to work
Don’t eat pizza
Walk dog in rain
0 100%Mental Energy
Success Line

Go to work
Don’t eat pizza
Walk dog in rain
Don’t drink beer
0 100%Mental Energy
Success Line

The
automatic
‘system 1’
“The impulses
that often become
your choices and
your actions”

A bat and ball cost £1.10
The bat cost one pound
more than the ball

Three We are easily influenced

Florida,
forgetful, bald,
grey, wrinkle
finds, he, it,
yellow,
instantly
The Florida Effect

The Priming Effect
3x as much
paid on ‘eye
weeks’

The Anchoring Effect
Q1 Would you be willing to pay £xx
towards this good cause?
Q2 How much would you like to
contribute to this cause?

$200
No Anchor
$160
$140
$120
$100
$80
$60
$40
$20
$180
AverageDonation

$200
No Anchor
$160
$140
$120
$100
$80
$60
$40
$20
$180
AverageDonation
$5

$200
No Anchor $400
$160
$140
$120
$100
$80
$60
$40
$20
$180
AverageDonation
$5

The Anchoring Effect + Rationing
Limit of 12 per
person
No limit per
person

Recap
We get tired of making choices
We make bad judgments
We are easily led astray

“A choice architect has the
responsibility for organising
the context in which people
make decisions”

It’s about how we
present choice

The Six Principles of Choice Architecture
Defaults Feedback Incentives
Structure Mapping
Expect
Error

Consumers follow the path of
least resistance

We’ll do anything to save a bit
of (mental) energy

Consumers want to know
whether they are on track

We need simple information
helping us to make choices

Answer the question, “what’s
in it for me?”

Sometimes there will be
something to gain

Other times the cost will be
so small it won’t matter

Choosing involves juggling
complex information

Information can be complex
because of volume

http://www.autodeskplm360.co.uk/

A well-designed system is
forgiving of mistakes

Spamsung
Washing Machines
What happens if I
search for…

Help your customers to
understand the experience
they will have

Why should I care about megapixels?

How much storage space do I need?

http://www.rtings.com/tv/learn/size-to-distance-relationship

“If you don't see something
here, it's because it's not
worth your time”

Recap
There’s no shortage of choice
It’s tiring and hard to handle
We can fix this problem

@paulwould
Further Reading
The Paradox of Choice
Barry Schwartz
whdot.net/ParadoxChoice
Thinking, Fast and Slow
Daniel Kahneman
whdot.net/ThinkingFast
The Wiki Man
Rory Sutherland
whdot.net/WikiMan
Nudge
Thaler & Sunstein
whdot.net/NudgeImprovingDecisions
Get the slides – whdot.net/ChoiceArchitecture

Capture - Day 2 - 12:15 "Are your Customers Satisficers or Maximisers?"

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Capture - Day 2 - 12:15 "Are your Customers Satisficers or Maximisers?"