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Do you view yourself as Mr. Spock when it comes to decision-making?
Do you believe that you make decisions based on facts?
That you consider relevant facts and make the best decision based on that?
Yeah, you do.
And I guess you suspect where I am going with this…
Since then she has been my hero.
In fact, up to 90% of our decision-making is unconscious.
Daniel Kahneman has contributed greatly in shaping this new view on decision-making.
He is a psychologist that has spent his life working on the psychology of judgment and decision-making.
In 2002 he was awarded the Nobel Prize in Economics for his work on behavioral economics.
We also experience that we have made a conscious decision even though we have not.
Let me give you an example.
The shoppers choose a pair after examining the socks and gave a full story that explained their decision.
The chosen socks had the nicest color, softest texture, etc.
But, all the socks were identical.
Still, the shoppers told themselves stories that made the decisions seem rational.
About 90% of the time we are like Homer Simpson and 10% like Mr. Spock.
Then we can choose what to communicate to their unconscious instead of leaving it to chance.
And how do we communicate with the unconscious?
So, what are the basic emotions?
Basic emotions are unconscious and uncontrollable, and more like a reaction than a deliberate action.
Working as a user experience designer I often talk about emotions with the product owner and other stakeholders.
As user experience designers, we need to investigate which emotions users experience when interacting with our product.
This can not be left to chance.
We want the users of our products to experience emotions like joy, happiness, love.
Working with journey mapping (sometimes called the Personas narrative) is great.
By using the tool you get a nice overview of the users emotional experience while interacting with your product.
Your main focus is to eliminate the sad/angry faces and limit the confused ones.
Inspired by all the cat people I work with.
Still today, five years later, people in Sweden associate the website with cute kittens.
Even though you might not see a single kitten image on their website.
Just a pretty plain blue/white website.
Today the website is the leading flight price comparisonsite in Sweden.
It might not be only because of the cute kittens but it sure helped.
This article was originally published onUX CollectivebyDina Zuko.
you might read the original articlehere.
