Class Introduction

DESIGNING HAPPINESS
J E N N I F E R AA K E R STAN F O R D U N I V E R S ITY G S B
aaker@gsb.stanford.edu • twitter.com/aaker

DESIGNING HAPPINESS / © JENNIFER AAKER

DESIGNING HAPPINESS CAST @ STANFORD

JENNIFER BARBARA JOE EMILY DAVID PURIN


WHY AM I HAPPY TO BE HERE?


A PARADOX

• Americans richer than ever
yet no happier than 30 years
ago


A MYSTERY
80 45
Easterlin Paradox (1974):

Our wealth is increasing, but our happiness is not.

GDP per Capita ( Thousands of dollars)
40
Data Source : General Social Survey ( happiness ) / Bureau of Economic Analysis ( GDP per capita )

35
60

Pretty Happy
% Survey Responses

30

25
40
20
Very Happy

15

20
10

Not Very Happy 5

0 0
1972 1976 1980 1984 1988
Year 1992 1996 2000


R.O.I. ON HAPPINESS


The good life, as I conceive it,
is a happy life. I do not mean
that if you are good you will
be happy; I mean that if you
are happy you will be good.
Bertrand Russell


THE BUSINESS CASE FOR HAPPINESS

Job Burnout

Turnover intentions

Absenteeism

Source : Lyubormirsky, King and Diener. “The Benefits of Frequent Positive Affect: Does Happiness Lead to Success?” 2005.


Happiness leads people to
think, feel and act in ways that
promote resource building,
thought design, creative
thinking.
Isen 1998; Elliot and Thrash, 2001


GOOD DESIGNPERCEIVED VALUE

Source : Duarte 2010


MISCONCEPTIONS OF HAPPINESS

1. We think we know what
happiness is (but we don’t).
High degree of certainty when
asked to define happiness. But
relatively low frequency of
being in that state.
Csikszentmihalyi & Larsen (1987); Diener & Seligman (2002); Kahneman et al.
(2004);)Kahneman et al. (2006)



2. We don’t really know what
makes us happy.
But we think we do.

Gilbert (2005) Lyubomirsky et al. (2005)



3. We have ridiculous ideas on
how to ‘get happier’
The things we chase are often
not associated with happiness
in the long term. Or they are
untenable.



4. Once we “get happy,”
expectation creep occurs.
When we accomplish our
mission, a fleeting sense of
happiness rushes in and then
drains away almost immediately.


EXPECTATION CREEP



5. We assume happiness is
stable
It changes over the life cycle.


Harris and Kamvar 2009


SO HOW MIGHT WE RETHINK HAPPINESS?


DESIGNING HAPPINESS

Ask what do you love
Not what features are important

Grab data
And visuals

Design for the past and future, not just present
Anticipating, experiencing + remembering happiness

Design to minimize pain
The power of negative outweighs positive

Don’t try to be happy or get happier
Design an environment that allows for happiness


DESIGNING HAPPINESS


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