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Experience Lab 2017 | 11.08 – 11.10 2017
BY DESIGN
Functional Fixedness
A Creative Conundrum
Experience Lab 2017 | 11.08 – 11.10 2017
Hannah Green
@HannahGreen3
Mitch Diehl
@MitchLovesPizza
Experience Lab 2017 | 11.08 – 11.10 2017
The Candle Problem
Experience Lab 2017 | 11.08 – 11.10 2017
The Experiment
Fix the candle to the
wall, so that when lit,
the wax doesn’t drip
onto the floor.
Experience Lab 2017 | 11.08 – 11.10 2017
An Alternative Approach
Experience Lab 2017 | 11.08 – 11.10 2017
The Solution
Experience Lab 2017 | 11.08 – 11.10 2017
D
”Think Outside the Box”
Experience Lab 2017 | 11.08 – 11.10 2017
The Problem
Experience Lab 2017 | 11.08 – 11.10 2017
D
”When it comes to innovation, businesses
are constantly hampered by functional
fixedness and other cognitive biases that
cause people to overlook elegant solutions
hidden in plain sight.”
func!tion!al
"f#NG(k)SH(#)n(#)l/ (adjective)
fixed!ness
"fik-s#d-n#s (noun)
func!tion!al
"f#NG(k)SH(#)n(#)l/ (adjective)
fixed!ness
"fik-s#d-n#s (noun)
The subconscious bias that drives people to rely on
traditional solutions to familiar problems after years of
experience in any one function of a business.
Experience Lab 2017 | 11.08 – 11.10 2017
What It Means for Your
Website
Experience Lab 2017 | 11.08 – 11.10 2017
What It Means for Your Website
8 in 10
consumers would stop engaging with a site
if its content doesn’t display properly on
their device
75%of judgments on website credibility are
based on a website’s overall aesthetics
5 Devices
per person, with different screen sizes
and device types
Worldwide, consumers use an average of
72%of marketers in Northern America believe
personal content marketing plays a vital
role in the success of their website
A site that merely meets expectations is no longer enough.
Your Users Expect More.
Experience Lab 2017 | 11.08 – 11.10 2017
Rethinking the Design
Process
Experience Lab 2017 | 11.08 – 11.10 2017
D
Recognizing Your Bias
The Pre-Mortem
Experience Lab 2017 | 11.08 – 11.10 2017
The Pre-Mortem
! What is the problem?
! What does success look like?
! What does failure look like?
What are potential mental roadblocks or
inhibitors to innovation?
Be honest with yourself.
Experience Lab 2017 | 11.08 – 11.10 2017
D
Addressing Your Bias
Experience Lab 2017 | 11.08 – 11.10 2017Experience Lab 2017 | 11.08 – 11.10 2017
Identify a hunt statement.
Experience Lab 2017 | 11.08 – 11.10 2017Experience Lab 2017 | 11.08 – 11.10 2017
Involve a diverse team.
Experience Lab 2017 | 11.08 – 11.10 2017
The Blinking Eye Bridge
Experience Lab 2017 | 11.08 – 11.10 2017
The Blinking Eye Bridge
Experience Lab 2017 | 11.08 – 11.10 2017Experience Lab 2017 | 11.08 – 11.10 2017
Look beyond your domain.
Experience Lab 2017 | 11.08 – 11.10 2017Experience Lab 2017 | 11.08 – 11.10 2017
Do your homework.
Experience Lab 2017 | 11.08 – 11.10 2017
D
Measuring Effectiveness
Experience Lab 2017 | 11.08 – 11.10 2017Experience Lab 2017 | 11.08 – 11.10 2017
When in doubt – test.
Experience Lab 2017 | 11.08 – 11.10 2017
Mitchell’s Degrees of Terror and Testing
A relatively
safe bet
Probably going
to lose my job
Risk
Experience Lab 2017 | 11.08 – 11.10 2017Experience Lab 2017 | 11.08 – 11.10 2017
The Post-Mortem
Experience Lab 2017 | 11.08 – 11.10 2017
The Post-Mortem
! Did the problems you encountered match the problems you predicted?
! How effectively did you navigate the problems that arose?
! What inhibitors to innovation did your team face?
! Document your findings for next time.
Experience Lab 2017 | 11.08 – 11.10 2017Experience Lab 2017 | 11.08 – 11.10 2017
In Conclusion
Experience Lab 2017 | 11.08 – 11.10 2017
D
They believe they’re creative.
Experience Lab 2017 | 11.08 – 11.10 2017
BY DESIGN
Functional Fixedness
A Creative Conundrum

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#1NLab17 - Functional Fixedness: A Creative Conundrum

  • 1. Experience Lab 2017 | 11.08 – 11.10 2017 BY DESIGN Functional Fixedness A Creative Conundrum
  • 2. Experience Lab 2017 | 11.08 – 11.10 2017 Hannah Green @HannahGreen3 Mitch Diehl @MitchLovesPizza
  • 3. Experience Lab 2017 | 11.08 – 11.10 2017 The Candle Problem
  • 4. Experience Lab 2017 | 11.08 – 11.10 2017 The Experiment Fix the candle to the wall, so that when lit, the wax doesn’t drip onto the floor.
  • 5. Experience Lab 2017 | 11.08 – 11.10 2017 An Alternative Approach
  • 6. Experience Lab 2017 | 11.08 – 11.10 2017 The Solution
  • 7. Experience Lab 2017 | 11.08 – 11.10 2017 D ”Think Outside the Box”
  • 8. Experience Lab 2017 | 11.08 – 11.10 2017 The Problem
  • 9. Experience Lab 2017 | 11.08 – 11.10 2017 D ”When it comes to innovation, businesses are constantly hampered by functional fixedness and other cognitive biases that cause people to overlook elegant solutions hidden in plain sight.”
  • 11. func!tion!al "f#NG(k)SH(#)n(#)l/ (adjective) fixed!ness "fik-s#d-n#s (noun) The subconscious bias that drives people to rely on traditional solutions to familiar problems after years of experience in any one function of a business.
  • 12. Experience Lab 2017 | 11.08 – 11.10 2017 What It Means for Your Website
  • 13. Experience Lab 2017 | 11.08 – 11.10 2017 What It Means for Your Website 8 in 10 consumers would stop engaging with a site if its content doesn’t display properly on their device 75%of judgments on website credibility are based on a website’s overall aesthetics 5 Devices per person, with different screen sizes and device types Worldwide, consumers use an average of 72%of marketers in Northern America believe personal content marketing plays a vital role in the success of their website
  • 14. A site that merely meets expectations is no longer enough. Your Users Expect More.
  • 15. Experience Lab 2017 | 11.08 – 11.10 2017 Rethinking the Design Process
  • 16. Experience Lab 2017 | 11.08 – 11.10 2017 D Recognizing Your Bias
  • 18. Experience Lab 2017 | 11.08 – 11.10 2017 The Pre-Mortem ! What is the problem? ! What does success look like? ! What does failure look like? What are potential mental roadblocks or inhibitors to innovation?
  • 19. Be honest with yourself.
  • 20. Experience Lab 2017 | 11.08 – 11.10 2017 D Addressing Your Bias
  • 21. Experience Lab 2017 | 11.08 – 11.10 2017Experience Lab 2017 | 11.08 – 11.10 2017 Identify a hunt statement.
  • 22. Experience Lab 2017 | 11.08 – 11.10 2017Experience Lab 2017 | 11.08 – 11.10 2017 Involve a diverse team.
  • 23. Experience Lab 2017 | 11.08 – 11.10 2017 The Blinking Eye Bridge Experience Lab 2017 | 11.08 – 11.10 2017 The Blinking Eye Bridge
  • 24. Experience Lab 2017 | 11.08 – 11.10 2017Experience Lab 2017 | 11.08 – 11.10 2017 Look beyond your domain.
  • 25.
  • 26. Experience Lab 2017 | 11.08 – 11.10 2017Experience Lab 2017 | 11.08 – 11.10 2017 Do your homework.
  • 27. Experience Lab 2017 | 11.08 – 11.10 2017 D Measuring Effectiveness
  • 28. Experience Lab 2017 | 11.08 – 11.10 2017Experience Lab 2017 | 11.08 – 11.10 2017 When in doubt – test.
  • 29. Experience Lab 2017 | 11.08 – 11.10 2017 Mitchell’s Degrees of Terror and Testing A relatively safe bet Probably going to lose my job Risk
  • 30. Experience Lab 2017 | 11.08 – 11.10 2017Experience Lab 2017 | 11.08 – 11.10 2017 The Post-Mortem
  • 31. Experience Lab 2017 | 11.08 – 11.10 2017 The Post-Mortem ! Did the problems you encountered match the problems you predicted? ! How effectively did you navigate the problems that arose? ! What inhibitors to innovation did your team face? ! Document your findings for next time.
  • 32. Experience Lab 2017 | 11.08 – 11.10 2017Experience Lab 2017 | 11.08 – 11.10 2017 In Conclusion
  • 33. Experience Lab 2017 | 11.08 – 11.10 2017 D They believe they’re creative.
  • 34. Experience Lab 2017 | 11.08 – 11.10 2017 BY DESIGN Functional Fixedness A Creative Conundrum