13 9 / 2013
24 7 / 2013
28 6 / 2013
Many organizations still rely on asking people what changes they’d like to see in their website or service, neglecting historical research failures like the New Coke or the Aeron chair.
When asking people, you have to be aware that people make confident but false predictions about their future behavior, especially when presented with a new and unfamiliar design. There’s a huge difference between imagining using something and actually using it. In addition, human preferences are rather unstable.
That’s not to say you should quit listening to your customers. But make sure you know what to ask and how to interpret the answers.
28 6 / 2013
People don’t make purely rational decisions based on careful analysis of cost and expected utility, despite what classical economics taught us. Research findings confirm that our decisions are driven more by our emotions than logical and conscious thinking.
However, our irrationality is predictable. Good designers, therefore, can learn about human decision making and go beyond usability to create products that effectively influence our behavior.
04 6 / 2013
24 5 / 2013