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Friday, May 15 • 11:15am - 12:00pm
Faulty by Design: A Psychological Examination of User Decision Making

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I tell my students each semester the human mind is not optimized for complex decision-making, which explains why we all regularly make less-than-ideal decisions in the most important aspects of our lives.” Unfortunately, the same holds true for our users and customers as they interact with our products and services. In the past we have classified these “mistakes” as user errors. But if this behavior is natural and predictable, is this a correct designation?

In this talk, we will examine the psychological variables influencing decision making and highlight how these factors affect a user’s performance navigating the many decisions embedded in our products and services. The heart of the problem is the act of complex decision making often exceeds our thinking capacity. To accommodate this resource shortfall the mind regularly employs a wide array of simplifying heuristics and biases that are typically “good enough” for the more mundane aspects of life but that result in less-than-optimum decisions in critical situations. And while we design assuming a logical, rational decision-making agent, we will also address the debilitating effects of emotions on decisions. 

Speakers
avatar for Bill Gribbons

Bill Gribbons

Program Director, Bentley University
Bill is Program Director for the Bentley University Graduate UX Program. Bill also teaches Innovation in the Bentley MBA.    He founded two leading UX consulting organizations; the most recent focused on demonstrating the value of user experience research and design to early-stage start-ups.   For over twenty-eight years he has provided strategy, product design, and user experience consulting services to technology groups around the world. He... Read More →


Friday May 15, 2015 11:15am - 12:00pm
*Ballroom*

Attendees (294)