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The Insight Company

The Insight Company is a behavioral design and User Experience company.

We use the behavioral sciences to design interfaces, processes, places, and people, and help them better interact with their customers.

09/06/2022

הענבים בדרך. ויש המון

19/04/2022

Here's something cool and a little disturbing:

When asked to explain why they like something, people tend to change their liking of that thing. Let's look a a few examples.

One study asked college students to select posters they liked. Some were also asked to explain why they liked them. Those asked to put their reasons into words chose different posters and ended up liking them less than those who just took what they liked.

This works in relationships as well. Those asked to explain what they liked about their chosen partner ended up changing their view on the partner a short while later. Some for better and some for the worse.

So here's why this happens: What we feel is usually complex and hard to put into words. When forced to explain, the reasons our brain can easily articulate aren't necessarily the reasons we feel most strongly.

The problem is, once we hear ourselves say what we feel, our brain also shifts its opinion to fit our statement. If we said it, our brain thinks, It must be true.

In short, if you're happy, keep it to yourself.

24/01/2022

A thousand pages of documents later...
The user interface is designed and ready for development.

20/01/2022

The design is done, and development is about to begin. Just going over GDPR guidelines to make sure everything is in line.

It's only a million pages long.

16/11/2021

The Insight Company is doing that start-up thing again.

Stay tuned

23/08/2020

The black packet is salt. The white is pepper.

Dear designers,

Please don't try to be too clever with these things. It feels cute and edgy in the office, but in the end leads to a lot of angry customers.

If the convention works, don't screw with it.

15/06/2020

How to get On-boarding right. Or, how can we get people up and running with our products.

This will be a two parter. The first part (which you are currently reading), will be about digital on-boarding. The next part will be about physical on-boarding, or Unboxing. So let's get started.

Every online product has a learning curve. No one was born knowing how to use windows 95 or make transfers using their bank website. Even the most intuitive products need some sort of explanation as to how they are used. Even if that explanation is nothing more than a cleverly placed sentence or a button that says: 'Press Me'.

That being said, there are a few basic guidelines that should always be adhered to:

On-boarding Isn't Magic

If your product is too complicated or hard to understand, you need a UX expert to help you with the interface (we can help you with that). No one wants to sit through a two hour course on how to use a complicated product. Great on-boarding enhances great design. It should not be expected to correct poor design.

As a rule of thumb, if the customer hasn't completed their basic tutorial phase withing a handfull of minutes, perhaps something needs rethinking. This isn't always the case, but should warrant some serious thought.

Action and Value

The first steps in any new product will determine how customers interact with that brand in the future. Great on-boarding takes the customer's hand and walks them through their first actions. Each action must also give value to the customer.

Don't create throw away scenarios that get reset at the end of the tutorial. Show customers how to use a feature, and as they do, let them enjoy its full value. This will strengthen the action in the customer's mind, and keep the experience positive.

Get the Habit Train Going

A short on-boarding process isn't enough to create a habit in the mind of the customer, but it is enough to get them going. Show them how to take an action, and let them enjoy the reward of value and success. That action and reward will flood the brain with Dopamine (the motivation hormone).

Actions that are often repeated in the system, can have their response positively set during the on-boarding process, and then repeated to create a habit in the future. Assuming, of course, the action will continue to generate value as the customer continues to take it.

A great on-boarding process is all about creating excitement while teaching people something new. Done right, it will be quick, positive, and get people going on the right foot.

Have a product that needs a clever on-boarding process? We're here to help
www.theinsightcompany.net

Photo by Tyler Lastovich on Unsplash

24/04/2020

How do we use the behavioral sciences to get everyone washing their hands?

So you have a business, own a building, or run a clinic. You have the hand sanitizer budget, and sinks are everywhere, but people just don't seem to be making the effort to sanitize their hands.

If you take the time to measure how often people do make the effort, you might find a pattern. Your sanitizers will tend to be used more frequently in the morning than later in the day.

Tired people tend to have less self discipline in these issues than refreshed people. Frustration, fatigue, and little emotional rebound time do the same. So how can we help them out?

Let's start by making it attractive and easy. Mark your sanitizers with bright colors and place them where they can't be missed. Next to the lift doors to be used while they wait, or right in the middle of the hall when they exit is fine. A bottle on each desk will make it so easy, employees will sanitize multiple time a day.

Next, make it social. If your employees are human, they likely fit on a regular bell curve of hand sanitation. Which is an academic way of saying most will do it just fine, some will over do it, and some will ignore it all together. Those stragglers tend to respond to social messaging, so make sure they know they are in the minority.

In this case, best tell them: "90% of those entering this building sanitize their hands at the lobby. Thanks Guys".

Notice that little bit of gratitude at the end? That helps too. It releases just a little Dopamine into their system. Dopamine is the motivation hormone. Releasing it after an action, increases the likelihood the action will be repeated. Remember how they tend to have more self discipline in the morning? Morning dopamine is a great way to keep that motivation flowing after lunch as well.

Need more specific help? Feel free to get in touch:
https://www.theinsightcompany.net/

16/04/2020

How do we nudge people toward mass sanitation? Using the behavioral sciences.

A few weeks back we created a report for policy makers, guiding them toward a better way of helping large populations keep social distancing, stand apart, and sanitize their hands.

Now we're sharing it here. If you know anyone who can make use of this report, please share it.

https://drive.google.com/file/d/1WlHCiPKIGhCvHod7vK1lGKjyGBKVVp3l/view?usp=sharing

*A Hebrew version of the report in in the first comment.

09/04/2020

How our brain tricks us into being less productive by making us think we've already done the work. A quarantine productivity post.

Two biases in our brain tend to hold us back when we want to jump into an awesome new idea. The first, is called the 'all or nothing' bias. As its name implies, our brain often begins thinking in extremes. "Either I'm a success or a failure". "I'm either all in or I'm not."

This sort of thinking makes small steps feel like time wasting. "How can I do this with only an hour a day? I better leave it alone." Take a deep breath and relax. Small steps are fine, as long as you keep it up.

The second trick our brain tends to play on us is much more devious. After thinking up a great new venture idea, we often go about telling people about it. As we do, however, our brain ticks off a little 'Done' box in our head.

Telling someone our idea makes us feel a little as though we actually did it. And the more we tell people, the less likely we are to actually go through with it. So keep your ideas to yourself. At least until you reach a point of no return.

And one last thing. If you're feeling like the quarantine is getting you down creatively, remember one thing: Isaac Newton invented Calculus and Shakespeare wrote King Lear while in quarantine from the Plague.

There go all our excuses.

28/03/2020

A little more on happiness, well being and working from home.

If we compare life satisfaction across the EU, Denmark will top the list at 91%, while Bulgaria sits at the bottom with 38% . The EU average sits at a comfortable 72%.

Measuring happiness by profession is more complex. The below graph shows the basics. Roughly speaking, higher income will bring with it more satisfaction. This is especially true for lower wages, where workers move from poverty to the middle class.

A second look at the graph, however, shows that though there is a correlation between wages and satisfaction, it is a messy one. People working in agriculture, it seems, are happier than what their wages predict. Pub owners and telemarketers are significantly less happy than their wages predict.

Those working from home are still a mystery. Are they happier compared with those at the office, or does it lower job satisfaction? Since the numbers aren't in, we can only make an educated guess.

Control over our schedule makes us happier. Sitting in traffic destroys our soul. Those are the plus sides of working from home. On the negative side, social interaction makes us happier, and working alone reduces them significantly.

Soon, we'll post a few behavioral tips for working at home (we are a behavioral design company after all). Next post, however, will be about how community affects our well being.

See you then

21/03/2020

Sitting at home, playing with the kids, thinking about what we will learn about ourselves when all is said and done.

On a national scale, measuring well being can offer a lot of insight into how we feel about our lives. This is important because, believe it or not, wealth and education aren't that good at predicting well being. The rich are just as miserable stuck in their million dollar home as we are in our relative squalor. We need to measure it separately.

So what do we ask in the polls to measure well being? This question: "Generally speaking, on a scale of 1 to 10, how satisfied are you with your life?"

Not the most exciting question, I'll grant you, but there's a lot we can learn from it. For example, the scores tend to be lower for the poor, but generally the same for those above the poverty line. People also tend to score lower if they are of a lower income than their neighbors, regardless of their actual income. The rich will feel less happy if their neighbors are mega-rich. The mega-rich will feel less happy living next to whatever Jeff Bezos and Bill Gates are.

So what makes us happy and what brings us down?

Let's leave that to next time. More on well being and the behavioral sciences next post.

Stay healthy and happy.

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http://www.theinsightcompany.net/

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