Understanding the Human Experience Flashcards
Experience Processing, Behavioral Science & Research Methods
What are the three dimensions of experience?
Success, Effort & Emotion
How do human beings process experiences?
Expectations, Perceptions, Attitudes & Behaviors
What is an expectation?
What a person anticipates will happen during an experience. This can be heavily influenced by previous interactions
What is a perception?
How a person views an experience based on their expectations, which are viewed across three dimensions: Success (can they achieve their goals), Effort (how easy or hard is it), and Emotion (how does it make them feel)
What is an attitude?
How someone feels about the organization. These are somewhat persistent mindsets, such as I like that company, I don’t like my job, or I love that brand
What is a behavior?
How a person choses to interact with an organization, which is heavily. influenced by that person’s attitudes. If I like the company, then I may look at other product offerings they have
What is the Human Experience Cycle?
Identify behaviors you want to see, then determine the attitudes that drive those behaviors, and the perceptions that create those attitudes. Then design experiences that create those desired perceptions, thinking about what will stick in people’s memories.
What are the 6 key traits of human beings?
Intuitive, Self-Centered, Emotional, Motivated, Social & Hopeful
What is intuitive thinking?
happens unconsciously, uses heuristics and biases to reach conclusions; automatic, fast, effortless, non-logical, frequently used
What is rational thinking?
happens consciously, uses logic and reason to reach conclusions; controlled, slow, effortful, logical, infrequently used
What is the peak-end rule?
People remember an experience based on its most emotionally extreme point and its end
What is projection bias?
People assume that their current tastes and preferences will remain the same over time
What is hyperbolic discounting?
People view their future selves like a stranger and thus choose short-term gratification over long-term rewards
What is the priming effect?
Occurs when people are exposed to a task or a stimulus, known as a “prime,” that then unconsciously influences their subsequent choices or behaviors. Primes can be words, numbers, pictures, smells, mental images, sounds, etc.
What is the decoy effect?
A type of framing effect where people’s preference for one option over another option changes as a result of adding a similar but less attractive option. Works as people use comparisons to evaluate choices
What is the framing effect?
People’s preferences can change depending on whether the positive or negative aspects of the same decision are highlighted. When a decision is framed in, terms of gains, people tend to avoid risk, but if a decision is framed in terms of
loses, people tend to take more risks (this phenomenon is related to loss aversion).
What is social proof?
In unfamiliar situations, people follow other people’s behavior and suggestions, especially when the group is large and similar to them.
What is the definition of nudge?
Point people in the right direction.
What is the definition of assist?
Help people successfully accomplish their goal.
What is the definition of enhance?
Make people feel good about their experience.
What are some examples of how to nudge?
Reduce the number of choices, Engage the senses, Add a decoy option, Tell customers how others are behaving, Provide good default options, Create a sense of urgency
What are some examples of how to assist?
Activate rational thinking, Reduce customer effort, Allow customers to co-architect their experience, Go with the grain of people’s mental accounting
What are some examples of how to enhance?
Get bad moments over with early, Clump pain-points and spread out pleasure, End on a high note, Minimize the number of steps in a journey, Personalize interactions, Pay special attention to emotional moments
What are best practices of question wording?
Keep Wording Consistent and Concise
Ask direct questions and build the scale into the question
Avoid double-barreled questions
Use respondent-centered language
Avoid leading words like “could”, “should”, or “feel”
What are best practices of response options?
Provide comprehensive response options
Ensure questions have mutually exclusive answer options
Use a graded scale of response options
Provide an odd number of answer choices for scaled response options
Orient response scales consistently
Randomize answer scales that lack implicit ordering
What are best practices of question selection?
Only request necessary information
Tap into reliable and validated questions
Use open-ended questions strategically
Avoid grid and matrix-style questions and answer choices
