Your Customers are Stupid (Big Design Conference 2013)

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

#stupidcustomers

YOUR CUSTOMERS ARE STUPID
BUT IT’S NOT THEIR FAULT

#stupidcustomers
#bigd13

#stupidcustomers

Need Proof?

#stupidcustomers

#stupidcustomers

STUPID.

#stupidcustomers

End. Tosh.0

#stupidcustomers

We Are NOT Here...

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

#stupidcustomers

We Are Here...

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

#stupidcustomers

Reality.

#stupidcustomers

People...

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

#stupidcustomers

The Scary Truth...
... is people’s loss of control is
due to the unconscious mind
constructing subjective realities.

#stupidcustomers

These Subjective Realities...
... cause people to think in less than
rational ways. Sometimes this works to
their advantage. Other times, not.

#stupidcustomers

Experts Call This...

... Cognitive Bias.

#stupidcustomers

Cognitive Biases:
Tendencies to think in certain ways.
They can lead to systematic deviations
from a standard of rationality or good
judgement.

#stupidcustomers

Who? Why?

#stupidcustomers

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


SapientNitro...

#stupidcustomers

SapientNitro...
... helps brands bring ideas to life.

#stupidcustomers

SapientNitro...
Sometimes it’s a website.
Sometimes it’s an ad.

#stupidcustomers

SapientNitro...
Sometimes it’s a website.
Sometimes it’s an ad.
All the time, it’s an experience.

#stupidcustomers

Brands We’ve Helped...

#stupidcustomers

The Real Challenge

#stupidcustomers

Our Industry...

... designs solutions to
complicated problems.

#stupidcustomers

These Solutions...

...require interaction with
customers.

#stupidcustomers

And...

... customers are stupid.

#stupidcustomers

Ok. That’s Been Debunked.

#stupidcustomers

Customers...

... talk rationally.

#stupidcustomers

Customers...

...act irrationally.

#stupidcustomers

What is a Cognitive Bias?

#stupidcustomers

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

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

How many of you think that you are a
good driver?

#stupidcustomers

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

Both are examples of Illusory Superiority Bias–
people overestimate their positive qualities and
abilities and underestimate their negative qualities,
relative to others.

#stupidcustomers

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

What This Means For Us

#stupidcustomers

Great Experiences...

... require forethought and an
attention to detail.

#stupidcustomers

Aesthetics

#stupidcustomers

Pick A Good
T
ypeface

#stupidcustomers

Pick A Good
Typeface
#stupidcustomers

Pick A Good Typeface

#stupidcustomers

Form...

... And function.

#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

Making Tagine...
2 teaspoons paprika
1 pinch saffron
1 lemon, zested
1 tablespoon honey
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


2 teaspoons paprika





1 pinch saﬀron





1 lemon, zested

1 tablespoon honey

2 teaspoons paprika
1 pinch saffron
1 lemon, zested
1 tablespoon honey
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.

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.


#stupidcustomers

Font Effect Bias

A beautiful typeface can have a
powerful effect on experience.

#stupidcustomers

Key Takeaways

Be a Designer.

#stupidcustomers

Key Takeaways

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

#stupidcustomers

Use Pictures

#stupidcustomers

You Never Saw That.

#stupidcustomers

Picture Superiority Effect

People retain pictures better then text.

#stupidcustomers

Key Takeaways
Use pictures.

#stupidcustomers

Key Takeaways
Use pictures.
Combine images with text to deliver
a memorable experience and reduce
cognitive effort.

#stupidcustomers

Decision Processes

#stupidcustomers

Conform

#stupidcustomers

Keeping Up With the Joneses

#stupidcustomers

Bandwagon Effect Bias

The tendency to follow ‘groupthink.’

#stupidcustomers

Key Takeaways

Show what others are doing.

#stupidcustomers

Key Takeaways

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

#stupidcustomers

Contextualize

#stupidcustomers

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

Anchoring Bias

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

#stupidcustomers

Key Takeaways
Determine what anchors exist in the
category.

#stupidcustomers

Key Takeaways
Determine what anchors exist in the
category.
Give customers an understanding of
the value offered with your product.

#stupidcustomers

Profile

#stupidcustomers

Profile?

#stupidcustomers

Stereotyping Bias
The assumption that a member of a
group has a certain characteristic
without having any more information.

#stupidcustomers

Key Takeaways

Know the audience.

#stupidcustomers

Key Takeaways

Know the audience.
Test reactions.

#stupidcustomers

Layout/Selection

#stupidcustomers

Provide Comparisons

#stupidcustomers

Notice The Differences?

#stupidcustomers

Notice The Differences?

Okay, that one was easy.

#stupidcustomers

Still Not Seeing It?
It’s a lot easier to to see the
differences if they’re side-by-side.

#stupidcustomers

Still Not Seeing It?
It’s a lot easier to to see the
differences if they’re side-by-side.
No Shit.

#stupidcustomers

Vroom. Vroom?

#stupidcustomers

Manufacturers...
... are missing the big picture.

#stupidcustomers

Manufacturers...
... are missing the big picture.
They create rich experiences
about one car while customers
are looking at all four on
cars.com.

#stupidcustomers

Distinction Bias
The tendency to view two options as
more distinctive when evaluating them
simultaneously than when evaluating
them separately.

#stupidcustomers

Key Takeaways
Help customers see the distinct features of
products by showing them together (not in
isolation).

#stupidcustomers

Key Takeaways
isolation).
If your product is inferior, don’t do the above.

#stupidcustomers

Key Takeaways
isolation).
If your product is inferior, don’t do the above.
If your product is superior, deﬁnitely do the
above.

#stupidcustomers

Do Not Alphabetize

#stupidcustomers

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

Were You Right?

#stupidcustomers

Were You Right?
The answer is “The First One”

#stupidcustomers

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

Outside of Design...
... and in the world of Politics.

#stupidcustomers

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

Key Takeaways
Order by Business Value. If you want to sell
it, put it ﬁrst.

#stupidcustomers

Key Takeaways
Order by Business Value. If you want to sell
it, put it ﬁrst.
Combine this with Anchoring and Distinction.

#stupidcustomers

Impulse

#stupidcustomers

Make It Easy

#stupidcustomers

Restraint Bias
The tendency to overestimate one’s
restraint in the face of temptation.

#stupidcustomers

Key Takeaways

Make actions simple.

#stupidcustomers

Key Takeaways

Make actions simple.
Make actions fun.

#stupidcustomers

Affinity

#stupidcustomers

Empathize

#stupidcustomers

Remember...

#stupidcustomers

Remember...

... people are irrational.

#stupidcustomers

Even Designers...

... think with their hearts.

#stupidcustomers

Empathy Gap Bias

#stupidcustomers

Empathy Gap Bias
tendency to underestimate the
inﬂuence or strength of feelings,
in either oneself or others.

#stupidcustomers

Be Repetitive

#stupidcustomers

Spacing Effect Bias

#stupidcustomers

Spacing Effect Bias

Information is better recalled if
exposure is repeated over time.

#stupidcustomers

Key Takeaways
Be consistent with your
messaging at all touchpoints.

#stupidcustomers

Key Takeaways
Be consistent with your
messaging at all touchpoints.
Make sure each one is great.

#stupidcustomers

In Closing

#stupidcustomers

Recap
Your customers are stupid.

#stupidcustomers

Recap
Knowing is half the battle.

#stupidcustomers

Recap
Proactively address irrational behavior.

#stupidcustomers

Recap
Understand your options.

#stupidcustomers

Recap
Understand your options.
Be kind.

#stupidcustomers

Thank You
Ezra Englebardt
@ezra802

Timothy Parcell
@freescribbles

#stupidcustomers

Your Customers are Stupid (Big Design Conference 2013)

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