Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.
5 Ways to Outsmart Your Brain 
And Make Better Product Decisions 
Lauren Gilchrist (@lgilchrist) 
Lean Agile Scotland 2014
About Me 
• Product Manager at Pivotal Labs 
• 6 Years of Startups
Product Decisions are Hard 
• Extreme Uncertainty 
• Incomplete Information 
• Time Sensitive
We’re Good at Intuitive Decisions 
• System 1 
• “Gut Instinct” or “Intuition”
We’re Pretty Good at Logic 
• System 2 
• “Analytical” or “Logical”
But System 1 is Easily Distracted 
• Which Weighs More? 
• 100 Kilos of Bricks 
• 100 Kilos of Feathers
Anatomy of a Bad Decision 
• System 1 “blinks” 
• System 2 snoozes
How System 1 Causes 
Bad Product Decisions 
1. Assumes Causation 
2. Has Selective Hearing 
3. Assumes Others Care 
4. Ass...
1. Assumes Causation
1. Assumes Causation
1. Outsmart Causation Bias 
• Assume correlation, not causation 
• Focus on replicable outcomes 
• Fear what you can’t exp...
2. Has Selective Hearing
2. Has Selective Hearing 
• Are users actually engaged for a full hour?
2. Outsmart Confirmation Bias 
• If it sounds too good to be true, it is 
• Validate with your users 
• Validate with your...
3. Assumes Others Care 
“Nothing in life is as important as you think it 
is when you are thinking about it.” 
- Daniel Ka...
3. Assumes Others Care
3. Assumes Others Care
3. Outsmart Focusing Effect 
• Use personas to remind you that you are 
not your user 
• Talk to your users
4. Assumes Others Know
4. Assumes Others Know 
• 50 Listeners, 50 Tappers 
• Tappers listen to a song and tap the beat 
• Listeners guess song 
•...
4. Assumes Others Know
4. Assume Others Know
4. Outsmart Curse of Knowledge 
• Get out of the building!
5. Underestimates Time & Price 
• Americans remodeling their kitchens 
expected the job to cost $18,658 
• They ended up p...
5. Underestimates Time & Price 
• “Estimate when you will finish your thesis” 
• 13% of the students finished by their 50%...
5. How to Outsmart 
• Estimate complexity, not time 
• Estimate for others, not yourself 
• Estimate past actions
System 1 Affects Product Decisions 
1. Causation Bias 
2. Confirmation Bias 
3. Focusing Effect 
4. Curse of Knowledge 
5....
How to Outsmart System 1 
• Don't let yourself act on intuition 
• Think, don’t blink 
• Practice Lean Experiments
QUESTIONS?
Thank you! 
Lauren Gilchrist 
@lgilchrist 
lgilchrist@pivotal.io
Prochain SlideShare
Chargement dans…5
×

5 Ways to Outsmart Your Brain and Make Better Product Decisions - Lean Agile Scotland 2014

When we build a product, we make thousands of decisions. We search for patterns, draw conclusions, and act upon limited information. It's all in a day's work.
In this talk, I'll explore the 5 most common cognitive biases and how they mislead our product decisions. These include our tendency to value a user's experience more if it coincides with our own experience (confirmation bias) and our tendency to forget that our users are not experts (curse of knowledge).
You’ll walk out of this talk with ways to identify when your cognitive bias is creeping into your decisions, as well as tips and tricks on how to outsmart your brain and make better product decisions.
This talk is relevant for designers, product managers, developers, founders, managers, and anyone else who finds themselves making product decisions every day.

  • Soyez le premier à commenter

5 Ways to Outsmart Your Brain and Make Better Product Decisions - Lean Agile Scotland 2014

  1. 1. 5 Ways to Outsmart Your Brain And Make Better Product Decisions Lauren Gilchrist (@lgilchrist) Lean Agile Scotland 2014
  2. 2. About Me • Product Manager at Pivotal Labs • 6 Years of Startups
  3. 3. Product Decisions are Hard • Extreme Uncertainty • Incomplete Information • Time Sensitive
  4. 4. We’re Good at Intuitive Decisions • System 1 • “Gut Instinct” or “Intuition”
  5. 5. We’re Pretty Good at Logic • System 2 • “Analytical” or “Logical”
  6. 6. But System 1 is Easily Distracted • Which Weighs More? • 100 Kilos of Bricks • 100 Kilos of Feathers
  7. 7. Anatomy of a Bad Decision • System 1 “blinks” • System 2 snoozes
  8. 8. How System 1 Causes Bad Product Decisions 1. Assumes Causation 2. Has Selective Hearing 3. Assumes Others Care 4. Assumes Others Know 5. Underestimates Time & Price
  9. 9. 1. Assumes Causation
  10. 10. 1. Assumes Causation
  11. 11. 1. Outsmart Causation Bias • Assume correlation, not causation • Focus on replicable outcomes • Fear what you can’t explain
  12. 12. 2. Has Selective Hearing
  13. 13. 2. Has Selective Hearing • Are users actually engaged for a full hour?
  14. 14. 2. Outsmart Confirmation Bias • If it sounds too good to be true, it is • Validate with your users • Validate with your peers
  15. 15. 3. Assumes Others Care “Nothing in life is as important as you think it is when you are thinking about it.” - Daniel Kahneman
  16. 16. 3. Assumes Others Care
  17. 17. 3. Assumes Others Care
  18. 18. 3. Outsmart Focusing Effect • Use personas to remind you that you are not your user • Talk to your users
  19. 19. 4. Assumes Others Know
  20. 20. 4. Assumes Others Know • 50 Listeners, 50 Tappers • Tappers listen to a song and tap the beat • Listeners guess song • Half of tappers think listeners will guess the song correctly • 3% of listeners actually guess correctly
  21. 21. 4. Assumes Others Know
  22. 22. 4. Assume Others Know
  23. 23. 4. Outsmart Curse of Knowledge • Get out of the building!
  24. 24. 5. Underestimates Time & Price • Americans remodeling their kitchens expected the job to cost $18,658 • They ended up paying $38,769
  25. 25. 5. Underestimates Time & Price • “Estimate when you will finish your thesis” • 13% of the students finished by their 50% probable date • 19% finished by their 75% probable date • 45% (less than half!) finished by their 99% probable date
  26. 26. 5. How to Outsmart • Estimate complexity, not time • Estimate for others, not yourself • Estimate past actions
  27. 27. System 1 Affects Product Decisions 1. Causation Bias 2. Confirmation Bias 3. Focusing Effect 4. Curse of Knowledge 5. Planning Fallacy
  28. 28. How to Outsmart System 1 • Don't let yourself act on intuition • Think, don’t blink • Practice Lean Experiments
  29. 29. QUESTIONS?
  30. 30. Thank you! Lauren Gilchrist @lgilchrist lgilchrist@pivotal.io

×