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YOUR CUSTOMERS ARE STUPID
#stupidcustomers
#bigd13
Sunday, October 20, 13

#stupidcustomers
YOUR CUSTOMERS ARE STUPID
BUT IT’S NOT THEIR FAULT

#stupidcustomers
#bigd13
Sunday, October 20, 13

#stupidcustomers
Need Proof?

#stupidcustomers
Sunday, October 20, 13
#stupidcustomers
Sunday, October 20, 13
STUPID.

#stupidcustomers
Sunday, October 20, 13
#stupidcustomers
Sunday, October 20, 13
STUPID.

#stupidcustomers
Sunday, October 20, 13
End. Tosh.0

#stupidcustomers
Sunday, October 20, 13
We Are NOT Here...

... to talk about stupid
people doing stupid things.

#stupidcustomers
Sunday, October 20, 13
We Are Here...

... to talk about how smart people
do stupid things without knowing it.

#stupidcustomers
Sunday, October 20, 13
#stupidcustomers
Sunday, October 20, 13
Reality.

#stupidcustomers
Sunday, October 20, 13
People...

...Are not always in charge of
their own actions and behaviors.

#stupidcustomers
Sunday, October 20, 13
The Scary Truth...
... is people’s loss of control is
due to the unconscious mind
constructing subjective realities.

#stupidcustomers
Sunday, October 20, 13
These Subjective Realities...
... cause people to think in less than
rational ways. Sometimes this works to
their advantage. Other times, not.

#stupidcustomers
Sunday, October 20, 13
Experts Call This...

... Cognitive Bias.

#stupidcustomers
Sunday, October 20, 13
Cognitive Biases:
Tendencies to think in certain ways.
They can lead to systematic deviations
from a standard of rationality or good
judgement.

#stupidcustomers
Sunday, October 20, 13
Who? Why?

#stupidcustomers
Sunday, October 20, 13
We Are...

Ezra Englebardt

Timothy Parcell

@ezra802

@freescribbles

Brand planner currently
obsessed with gadgets,
bikes, consumer behavior,
movies, food trucks and
5Ks

Experience designer
permanently obsessed with
running, comic books,
cartoons, beer and My
Little Pony

Sunday, October 20, 13
SapientNitro...

#stupidcustomers
Sunday, October 20, 13
SapientNitro...
... helps brands bring ideas to life.

#stupidcustomers
Sunday, October 20, 13
SapientNitro...
... helps brands bring ideas to life.
Sometimes it’s a website.
Sometimes it’s an ad.

#stupidcustomers
Sunday, October 20, 13
SapientNitro...
... helps brands bring ideas to life.
Sometimes it’s a website.
Sometimes it’s an ad.
All the time, it’s an experience.

#stupidcustomers
Sunday, October 20, 13
SapientNitro...
... helps brands bring ideas to life.
Sometimes it’s a website.
Sometimes it’s an ad.
All the time, it’s an experience.

#stupidcustomers
Sunday, October 20, 13
Brands We’ve Helped...

#stupidcustomers
Sunday, October 20, 13
The Real Challenge

#stupidcustomers
Sunday, October 20, 13
Our Industry...

... designs solutions to
complicated problems.

#stupidcustomers
Sunday, October 20, 13
These Solutions...

...require interaction with
customers.

#stupidcustomers
Sunday, October 20, 13
And...

... customers are stupid.

#stupidcustomers
Sunday, October 20, 13
Ok. That’s Been Debunked.

#stupidcustomers
Sunday, October 20, 13
Customers...

... talk rationally.

#stupidcustomers
Sunday, October 20, 13
Customers...

...act irrationally.

#stupidcustomers
Sunday, October 20, 13
What is a Cognitive Bias?

#stupidcustomers
Sunday, October 20, 13
You know how every time
you get in line at the grocery
store you ALWAYS seem to
get stuck behind the lady
with 800 coupons? or the
guy paying in pennies?

#stupidcustomers
Sunday, October 20, 13
This is an example of the
Availability Bias–giving more
unwarranted importance to
memories that are most
vivid, the most available for
retrieval by our brains.
You simply don’t recall all
the times you go to the
market, pick up some items,
and check out without
incident.
#stupidcustomers
Sunday, October 20, 13
How many of you think that you are a
good driver?

#stupidcustomers
Sunday, October 20, 13
How many of you think that you are a
good driver?
How many of you think you’re above
average intelligence, relative to your
peers?

#stupidcustomers
Sunday, October 20, 13
#stupidcustomers
Sunday, October 20, 13
Both are examples of Illusory Superiority Bias–
people overestimate their positive qualities and
abilities and underestimate their negative qualities,
relative to others.

#stupidcustomers
Sunday, October 20, 13
Both are examples of Illusory Superiority Bias–
people overestimate their positive qualities and
abilities and underestimate their negative qualities,
relative to others.
In other words, it’s statistically unlikely that you are
ALL better than average (at anything).

#stupidcustomers
Sunday, October 20, 13
What This Means For Us

#stupidcustomers
Sunday, October 20, 13
Great Experiences...

... require forethought and an
attention to detail.

#stupidcustomers
Sunday, October 20, 13
Aesthetics

#stupidcustomers
Sunday, October 20, 13
Pick A Good
T
ypeface

#stupidcustomers
Sunday, October 20, 13
#stupidcustomers
Sunday, October 20, 13
Pick A Good
Typeface
#stupidcustomers
Sunday, October 20, 13
#stupidcustomers
Sunday, October 20, 13
Pick A Good Typeface

#stupidcustomers
Sunday, October 20, 13
#stupidcustomers
Sunday, October 20, 13
Form...

... And function.

#stupidcustomers
Sunday, October 20, 13
Making Tagine...
3 tablespoons olive oil, divided

2 pounds lamb meat, cut into 1 1/2 inch cubes
2 teaspoons paprika

1/4 teaspoon ground turmeric
1/2 teaspoon ground cumin

1/4 teaspoon cayenne pepper

1 teaspoon ground cinnamon
1/4 teaspoon ground cloves

1/2 teaspoon ground cardamom
1 teaspoon kosher salt

1/2 teaspoon ground ginger
1 pinch saffron

3/4 teaspoon garlic powder

3/4 teaspoon ground coriander

2 medium onions, cut into 1-inch cubes

5 carrots, peeled, cut into fourths, then sliced lengthwise into thin strips
3 cloves garlic, minced

1 tablespoon freshly grated ginger
1 lemon, zested

1 (14.5 ounce) canhomemade chicken broth or low-sodium canned broth
1 tablespoon sun-dried tomato paste
1 tablespoon honey

1 tablespoon cornstarch(optional)
1 tablespoon water (optional)
1.	


Place diced lamb in a bowl, toss with 2 tablespoons of the olive oil, and set aside. In a large resealable bag, toss together the paprika, turmeric, cumin,

cayenne, cinnamon, cloves, cardamom, salt, ginger, saffron, garlic powder, and coriander; mix well. Add the lamb to the bag, and toss around to coat well.
Refrigerate at least 8 hours, preferably overnight.
2.	


Heat 1 tablespoon of olive oil in a large, heavy bottomed pot over medium-high heat. Add 1/3 of the lamb, and brown well. Remove to a plate, and repeat

with remaining lamb. Add onions and carrots to the pot and cook for 5 minutes. Stir in the fresh garlic and ginger; continue cooking for an additional 5 minutes.
Return the lamb to the pot and stir in the lemon zest, chicken broth, tomato paste, and honey. Bring to a boil, then reduce heat to low, cover, and simmer for 1
1/2 to 2 hours, stirring occasionally, until the meat is tender.
3.	


Sunday, October 20, 13

If the consistency of the tagine is too thin, you may thicken it with a mixture of cornstarch and water during the last 5 minutes.

#stupidcustomers
Making Tagine...
3 tablespoons olive oil, divided
2 pounds lamb meat, cut into 1 1/2 inch cubes
2 teaspoons paprika
1/4 teaspoon ground turmeric
1/2 teaspoon ground cumin
1/4 teaspoon cayenne pepper
1 teaspoon ground cinnamon
1/4 teaspoon ground cloves
1/2 teaspoon ground cardamom
1 teaspoon kosher salt
1/2 teaspoon ground ginger
1 pinch saffron
3/4 teaspoon garlic powder
3/4 teaspoon ground coriander
2 medium onions, cut into 1-inch cubes
5 carrots, peeled, cut into fourths, then sliced lengthwise into thin strips
3 cloves garlic, minced
1 tablespoon freshly grated ginger
1 lemon, zested
1 (14.5 ounce) canhomemade chicken broth or low-sodium canned broth
1 tablespoon sun-dried tomato paste
1 tablespoon honey
1 tablespoon cornstarch(optional)
1 tablespoon water (optional)
1.	
Place diced lamb in a bowl, toss with 2 tablespoons of the olive oil, and set aside. In a large resealable bag,
toss together the paprika, turmeric, cumin, cayenne, cinnamon, cloves, cardamom, salt, ginger, saffron, garlic
powder, and coriander; mix well. Add the lamb to the bag, and toss around to coat well. Refrigerate at least 8
hours, preferably overnight.
2.	
Heat 1 tablespoon of olive oil in a large, heavy bottomed pot over medium-high heat. Add 1/3 of the lamb,
and brown well. Remove to a plate, and repeat with remaining lamb. Add onions and carrots to the pot and cook for
5 minutes. Stir in the fresh garlic and ginger; continue cooking for an additional 5 minutes. Return the lamb to the
pot and stir in the lemon zest, chicken broth, tomato paste, and honey. Bring to a boil, then reduce heat to low,
cover, and simmer for 1 1/2 to 2 hours, stirring occasionally, until the meat is tender.
3.	
If the consistency of the tagine is too thin, you may thicken it with a mixture of cornstarch and water during
the last 5 minutes.

#stupidcustomers
Sunday, October 20, 13
3 tablespoons olive oil, divided

2 pounds lamb meat, cut into 1 1/2 inch cubes
2 teaspoons paprika

1/4 teaspoon ground turmeric
1/2 teaspoon ground cumin

1/4 teaspoon cayenne pepper

1 teaspoon ground cinnamon
1/4 teaspoon ground cloves

1/2 teaspoon ground cardamom
1 teaspoon kosher salt

1/2 teaspoon ground ginger
1 pinch saffron

3/4 teaspoon garlic powder

3/4 teaspoon ground coriander

2 medium onions, cut into 1-inch cubes

5 carrots, peeled, cut into fourths, then sliced lengthwise into thin strips
3 cloves garlic, minced

1 tablespoon freshly grated ginger
1 lemon, zested

1 (14.5 ounce) canhomemade chicken broth or low-sodium canned broth
1 tablespoon sun-dried tomato paste
1 tablespoon honey

3 tablespoons olive oil, divided
2 pounds lamb meat, cut into 1 1/2 inch cubes
2 teaspoons paprika
1/4 teaspoon ground turmeric
1/2 teaspoon ground cumin
1/4 teaspoon cayenne pepper
1 teaspoon ground cinnamon
1/4 teaspoon ground cloves
1/2 teaspoon ground cardamom
1 teaspoon kosher salt
1/2 teaspoon ground ginger
1 pinch saffron
3/4 teaspoon garlic powder
3/4 teaspoon ground coriander
2 medium onions, cut into 1-inch cubes
5 carrots, peeled, cut into fourths, then sliced lengthwise into thin strips
3 cloves garlic, minced
1 tablespoon freshly grated ginger
1 lemon, zested
1 (14.5 ounce) canhomemade chicken broth or low-sodium canned broth
1 tablespoon sun-dried tomato paste
1 tablespoon honey
1 tablespoon cornstarch(optional)
1 tablespoon water (optional)
1.	
Place diced lamb in a bowl, toss with 2 tablespoons of the olive oil, and
set aside. In a large resealable bag, toss together the paprika, turmeric, cumin,
cayenne, cinnamon, cloves, cardamom, salt, ginger, saffron, garlic powder, and
coriander; mix well. Add the lamb to the bag, and toss around to coat well.
Refrigerate at least 8 hours, preferably overnight.

large resealable bag, toss together the paprika, turmeric, cumin, cayenne, cinnamon, cloves,

2.	
Heat 1 tablespoon of olive oil in a large, heavy bottomed pot over
medium-high heat. Add 1/3 of the lamb, and brown well. Remove to a plate, and
repeat with remaining lamb. Add onions and carrots to the pot and cook for 5
minutes. Stir in the fresh garlic and ginger; continue cooking for an additional 5
minutes. Return the lamb to the pot and stir in the lemon zest, chicken broth,
tomato paste, and honey. Bring to a boil, then reduce heat to low, cover, and
simmer for 1 1/2 to 2 hours, stirring occasionally, until the meat is tender.

and toss around to coat well. Refrigerate at least 8 hours, preferably overnight.

3.	
If the consistency of the tagine is too thin, you may thicken it with a
mixture of cornstarch and water during the last 5 minutes.

1 tablespoon cornstarch(optional)
1 tablespoon water (optional)
1.	


Place diced lamb in a bowl, toss with 2 tablespoons of the olive oil, and set aside. In a

cardamom, salt, ginger, saffron, garlic powder, and coriander; mix well. Add the lamb to the bag,

2.	


Heat 1 tablespoon of olive oil in a large, heavy bottomed pot over medium-high heat. Add

1/3 of the lamb, and brown well. Remove to a plate, and repeat with remaining lamb. Add onions
and carrots to the pot and cook for 5 minutes. Stir in the fresh garlic and ginger; continue
cooking for an additional 5 minutes. Return the lamb to the pot and stir in the lemon zest,

chicken broth, tomato paste, and honey. Bring to a boil, then reduce heat to low, cover, and
simmer for 1 1/2 to 2 hours, stirring occasionally, until the meat is tender.
3.	


If the consistency of the tagine is too thin, you may thicken it with a mixture of

cornstarch and water during the last 5 minutes.

Sunday, October 20, 13

#stupidcustomers
Font Effect Bias

A beautiful typeface can have a
powerful effect on experience.

#stupidcustomers
Sunday, October 20, 13
Key Takeaways

Be a Designer.

#stupidcustomers
Sunday, October 20, 13
Key Takeaways

Be a Designer.
Ensure that complicated subject matter is
clean and easy to read.

#stupidcustomers
Sunday, October 20, 13
Key Takeaways

Be a Designer.
Ensure that complicated subject matter is
clean and easy to read.

#stupidcustomers
Sunday, October 20, 13
Use Pictures

#stupidcustomers
Sunday, October 20, 13
You Never Saw That.

#stupidcustomers
Sunday, October 20, 13
Picture Superiority Effect

People retain pictures better then text.

#stupidcustomers
Sunday, October 20, 13
Key Takeaways
Use pictures.

#stupidcustomers
Sunday, October 20, 13
Key Takeaways
Use pictures.
Combine images with text to deliver
a memorable experience and reduce
cognitive effort.

#stupidcustomers
Sunday, October 20, 13
Decision Processes

#stupidcustomers
Sunday, October 20, 13
Conform

#stupidcustomers
Sunday, October 20, 13
Keeping Up With the Joneses

#stupidcustomers
Sunday, October 20, 13
Bandwagon Effect Bias

The tendency to follow ‘groupthink.’

#stupidcustomers
Sunday, October 20, 13
Key Takeaways

Show what others are doing.

#stupidcustomers
Sunday, October 20, 13
Key Takeaways

Show what others are doing.
Utilize social networks and peer reviews.

#stupidcustomers
Sunday, October 20, 13
Contextualize

#stupidcustomers
Sunday, October 20, 13
Priced To Move?
If Apple says something is $.99 or
Amazon says something is $9.99 any
competitor will have to do the same.

#stupidcustomers
Sunday, October 20, 13
Anchoring Bias

The tendency to rely to heavily on one
piece of information to make decisions.

#stupidcustomers
Sunday, October 20, 13
Key Takeaways
Determine what anchors exist in the
category.

#stupidcustomers
Sunday, October 20, 13
Key Takeaways
Determine what anchors exist in the
category.
Give customers an understanding of
the value offered with your product.

#stupidcustomers
Sunday, October 20, 13
Profile

#stupidcustomers
Sunday, October 20, 13
Profile?

#stupidcustomers
Sunday, October 20, 13
#stupidcustomers
Sunday, October 20, 13
Stereotyping Bias
The assumption that a member of a
group has a certain characteristic
without having any more information.

#stupidcustomers
Sunday, October 20, 13
Key Takeaways

Know the audience.

#stupidcustomers
Sunday, October 20, 13
Key Takeaways

Know the audience.
Test reactions.

#stupidcustomers
Sunday, October 20, 13
Layout/Selection

#stupidcustomers
Sunday, October 20, 13
Provide Comparisons

#stupidcustomers
Sunday, October 20, 13
#stupidcustomers
Sunday, October 20, 13
#stupidcustomers
Sunday, October 20, 13
Notice The Differences?

#stupidcustomers
Sunday, October 20, 13
Notice The Differences?

Okay, that one was easy.

#stupidcustomers
Sunday, October 20, 13
#stupidcustomers
Sunday, October 20, 13
Still Not Seeing It?
It’s a lot easier to to see the
differences if they’re side-by-side.

#stupidcustomers
Sunday, October 20, 13
Still Not Seeing It?
It’s a lot easier to to see the
differences if they’re side-by-side.
No Shit.

#stupidcustomers
Sunday, October 20, 13
Vroom. Vroom?

#stupidcustomers
Sunday, October 20, 13
Manufacturers...
... are missing the big picture.

#stupidcustomers
Sunday, October 20, 13
Manufacturers...
... are missing the big picture.
They create rich experiences
about one car while customers
are looking at all four on
cars.com.

#stupidcustomers
Sunday, October 20, 13
Distinction Bias
The tendency to view two options as
more distinctive when evaluating them
simultaneously than when evaluating
them separately.

#stupidcustomers
Sunday, October 20, 13
Key Takeaways
Help customers see the distinct features of
products by showing them together (not in
isolation).

#stupidcustomers
Sunday, October 20, 13
Key Takeaways
Help customers see the distinct features of
products by showing them together (not in
isolation).
If your product is inferior, don’t do the above.

#stupidcustomers
Sunday, October 20, 13
Key Takeaways
Help customers see the distinct features of
products by showing them together (not in
isolation).
If your product is inferior, don’t do the above.
If your product is superior, definitely do the
above.

#stupidcustomers
Sunday, October 20, 13
Key Takeaways
Help customers see the distinct features of
products by showing them together (not in
isolation).
If your product is inferior, don’t do the above.
If your product is superior, definitely do the
above.

#stupidcustomers
Sunday, October 20, 13
Do Not Alphabetize

#stupidcustomers
Sunday, October 20, 13
Which Tent Sells Best?
Which%tent%
will%sell%the%
best?%
%
A) 

The%highest%
rated%
B)  The%lowest%
priced%
C)  The%first%one%
featured%
D)  The%last%one%
featured%
E)  The%one%with%
the%“online%
only”%flag%
#stupidcustomers
Sunday, October 20, 13
Were You Right?

#stupidcustomers
Sunday, October 20, 13
Were You Right?
The answer is “The First One”

#stupidcustomers
Sunday, October 20, 13
Were You Right?
The answer is “The First One”
In this study, people picked the first tent 2.5
times more than any other. They chose the
first tent 200 times; they chose the other
three tents (combined) only 60 times.

#stupidcustomers
Sunday, October 20, 13
Outside of Design...
... and in the world of Politics.

#stupidcustomers
Sunday, October 20, 13
Outside of Design...
... and in the world of Politics.
Meredith and Salant found that in one out of
every 10 elections, the first name on the
ballot will win just because it’s first (although
this effect tends to lessened in major
elections like Senate and Presidency

#stupidcustomers
Sunday, October 20, 13
Key Takeaways
Order by Business Value. If you want to sell
it, put it first.

#stupidcustomers
Sunday, October 20, 13
Key Takeaways
Order by Business Value. If you want to sell
it, put it first.
Combine this with Anchoring and Distinction.

#stupidcustomers
Sunday, October 20, 13
Impulse

#stupidcustomers
Sunday, October 20, 13
Make It Easy

#stupidcustomers
Sunday, October 20, 13
#stupidcustomers
Sunday, October 20, 13
Restraint Bias
The tendency to overestimate one’s
restraint in the face of temptation.

#stupidcustomers
Sunday, October 20, 13
Key Takeaways

Make actions simple.

#stupidcustomers
Sunday, October 20, 13
Key Takeaways

Make actions simple.
Make actions fun.

#stupidcustomers
Sunday, October 20, 13
Affinity

#stupidcustomers
Sunday, October 20, 13
Empathize

#stupidcustomers
Sunday, October 20, 13
Remember...

#stupidcustomers
Sunday, October 20, 13
Remember...

... people are irrational.

#stupidcustomers
Sunday, October 20, 13
Even Designers...

... think with their hearts.

#stupidcustomers
Sunday, October 20, 13
Empathy Gap Bias

#stupidcustomers
Sunday, October 20, 13
Empathy Gap Bias
tendency to underestimate the
influence or strength of feelings,
in either oneself or others.

#stupidcustomers
Sunday, October 20, 13
Be Repetitive

#stupidcustomers
Sunday, October 20, 13
#stupidcustomers
Sunday, October 20, 13
#stupidcustomers
Sunday, October 20, 13
Spacing Effect Bias

#stupidcustomers
Sunday, October 20, 13
Spacing Effect Bias

Information is better recalled if
exposure is repeated over time.

#stupidcustomers
Sunday, October 20, 13
Key Takeaways
Be consistent with your
messaging at all touchpoints.

#stupidcustomers
Sunday, October 20, 13
Key Takeaways
Be consistent with your
messaging at all touchpoints.
Make sure each one is great.

#stupidcustomers
Sunday, October 20, 13
In Closing

#stupidcustomers
Sunday, October 20, 13
Recap
Your customers are stupid.

#stupidcustomers
Sunday, October 20, 13
Recap
Your customers are stupid.
Knowing is half the battle.

#stupidcustomers
Sunday, October 20, 13
Recap
Your customers are stupid.
Knowing is half the battle.
Proactively address irrational behavior.

#stupidcustomers
Sunday, October 20, 13
Recap
Your customers are stupid.
Knowing is half the battle.
Proactively address irrational behavior.
Understand your options.

#stupidcustomers
Sunday, October 20, 13
Recap
Your customers are stupid.
Knowing is half the battle.
Proactively address irrational behavior.
Understand your options.
Be kind.

#stupidcustomers
Sunday, October 20, 13
Thank You
Ezra Englebardt
@ezra802

Timothy Parcell
@freescribbles

#stupidcustomers
Sunday, October 20, 13

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