002 Reading Notes: Behavior Design: Creating Peak Experience

Inscription: Since Kahneman won the Nobel Prize in Economics in 2004, psychology-driven economics has become a hot topic. After Taylor won the Nobel Prize in Economics in 20 17, behavioral economics became a hot word again. The representative work of Heath Brothers, Behavior Design: Creating Peak Experience, is actually some designs of behavioral economics in terms of experience.

This is a book that teaches people how to create experience moments, because we are tired of being dull in work and life, hoping to get more "surprises". So how to create surprises, what are the rules? The answer is yes. This law is the four elements that the Heath brothers summed up to create a decisive moment: joy, cognition, glory and connection. There are few dry goods in this book, and each chapter has some examples to illustrate these four elements and how to use them. To sum up, according to a law, with the help of seven methods to realize the four elements and create different experiences, the biggest highlight of this book is two interesting examples that break away from convention.

Peak law: when we judge an experience, it is easy to forget or ignore the duration of the experience-this phenomenon is called "duration neglect" It seems that people will judge the luxury of an experience according to two key moments: (1) the best or worst moment, that is, the peak moment. (2) end. This phenomenon is called "peak-end law" by psychologists. Therefore, according to this law, we know that people will not take the average of their feelings when judging their own experiences, but will easily remember meaningful moments: peaks, valleys and turning points.

If we add one or several of the four elements of joy, cognition, glory and connector at important moments, we can create a peak moment that users will never forget.

The first element is happiness. That is to create surprises and give each other an extraordinary feeling. Because research shows that credibility, reliability and ability can only meet people's expectations, and if you want to exceed people's expectations, you must create unforgettable experiences. There are three ways to create happiness: enhancing sensory enjoyment and increasing excitement. Break through the script (the so-called breakthrough script refers to breaking people's expectations of an experience). Of course, all three methods are not required, but most happy moments will use at least two points.

Enhancing the sense of enjoyment refers to "turning up" the volume of the real world, making things extraordinary in vision, taste, hearing or feeling. For example, you can wear graduation parties with various themes.

Increasing incentives means adding some pressure that will help improve efficiency: a game, a sports competition, a performance, a deadline, or an open commitment. For example, in a circle of friends, set up a flag for a specific goal.

Breaking through the script refers to subverting people's expectations of an experience, which is not only an accident, but also a strategic surprise. The example of the Ritz-Carlton mentioned in the book illustrates this point well. The family was on vacation at the Ritz-Carlton Hotel, and the baby's giraffe doll was left at the hotel. The baby had to sleep with the giraffe doll. In order to put the baby to sleep, the father told the baby Josie (giraffe doll) that she was just spending a long vacation in the hotel. Dad called the hotel, repeated what he said to the children and asked if the hotel could take pictures of Josie by the swimming pool. A few days later, Josie arrived home with a stack of photos, including photos of Josie relaxing in the swimming pool, photos of Josie driving a golf cart, photos of Josie wearing sunglasses for a spa ... The whole family was very happy.

The second element is cognition. In other words, people gain insight and realize their potential or incompetence. The most effective way to recognize the present is to "trip over" the reality, so as to achieve a cognitive breakthrough. Tripping the reality requires three conditions: clear cognition, short time and the audience's own discovery.

The third element is glory. A moment of glory is a celebration of people's achievements. There are three practical ways to create more brilliant moments: (1) recognize others; (2) Set more milestones; (3) exercise courage. The first method can create decisive moments for others, while the latter two methods can enable us to create decisive moments for ourselves.

The fourth element is connectivity. That is, the feeling of connecting with others and enjoying good or painful moments. Many experiments have proved that if a team has experienced difficult times, struggled together and suffered together, the cohesion of this team will be particularly strong. One of the most effective ways is to create a common sense of mission.

This book involves many examples, of which two are the most impressive. One is to strengthen or make up for the weakness of service, and the other is to solve the problem of defecation in rural Bangladesh at any time.

The first example: In a survey called "20 16 American Customer Experience Index (CX Index)", there is a question asking consumers how they feel about their recent experience. Consumers should use the number 1-7 to get angry, 1 means feeling bad and 7 means being satisfied.

1 2 ? 3 ? 4 ? 5 ? 6 ? seven

Not good? Overall satisfaction

If you are the manager of a service organization, there are two schemes. Scheme A is to raise the dissatisfied population with a score of 1-3 to 4; Plan B is to raise the average score of 4-6 to 7?

I believe that many people will choose Plan A for fear of word-of-mouth effect, but the really effective Plan B, according to the research data, can bring you 8.8 times of benefits by improving the positive experience (Plan A) compared with eliminating the negative experience. At the same time, according to the research, there are very few consumers who discourage others from choosing a certain brand, and the influence of negative information word-of-mouth can be ignored.

The second example: In 2007, the British Medical Journal selected the most important time in the medical field after 1840. Results Anesthetics ranked third, antibiotics ranked second, and "sanitary reform" including sewage discharge and water purification manufacturing methods ranked first. In 20 16 years, there are still about 10 billion people in the world who can't drink clean water, and another 10 billion people (probably the same people) defecate outdoors because they don't have toilets. But defecating anywhere will seriously affect people's health. How can we stop this behavior? The answer seems simple: only public toilets are provided, which is also the strategy of many public institutions. Let's look at the situation in rural Bangladesh. People in rural Bangladesh defecate everywhere, causing serious pollution and poor sanitary conditions. In order to change this situation, Bangladesh has built many public toilets to solve the problem of defecation, but in fact, no villagers are willing to use public toilets or even dismantle them. Because for some villagers, these public toilets seem to solve a problem they don't want to solve. In a village, a public toilet is too luxurious to use. Because defecation is not only a hardware problem, but also a behavior problem. If residents in a certain place are unwilling to change their behavior habits, no amount of hardware facilities are meaningful. Later, a team led by Dr. Carl's project team completely changed the status quo of defecation in Bangladesh with the strategy of "tripping over reality". What Dr. Carr's team did was to ask a villager to mark his home on the map, and then let the villagers sprinkle yellow powder on the place where everyone would defecate. The villagers found that the whole village was surrounded by yellow powder. Next, take out a glass of water and ask the villagers if they want to drink it. Everyone is willing. Then take out a hair, dip it in shit and put it in a glass for the villagers to drink. No villagers want to drink. The project consultant of Dr. Carr's team asked the villagers whether they would eat flies when they landed on food. The villagers said yes, but the project consultant changed the question. A fly has six legs. More shit or less hair? At this time, the villagers realized that for so many years, everyone was eating shit from each other. At this time, the villagers began to worry and hoped to stop this practice? Finally, the villagers themselves realized that they should change the habit of defecating everywhere.

The significance of reading this book may be like what teacher Wan Weigang wrote in the preface of this book: many so-called research results in psychology are not reliable, but we understand that the purpose of these studies is not to "learn correct psychology", but to master one or two psychological "routines" that can be used in daily work. "Routine" is not always effective, but the more "routine" you know, the better you will encounter things. There are many differences between people. If this doesn't work, there are other ways.