Indirect Manipulation

Alexa Andrzejewski of the always wonderful Adaptive Path raises an interesting question regarding the true cost of things. Do people really prefer ignorance, and should this psychological tendency influence the way we design the user experience?

Inspired in part by Ikea’s recent decision to charge US customers for plastic bags, Alexa questions the wisdom of hidden cost structures through some practical examples: for instance, having taxes withheld from your paycheck instead of consciously paying out a large lump sum. Consumers might feel better, she insists, but there may be a bigger price to pay:

Hidden costs lead to a breakdown of capitalism. People are unable to make optimal decisions because they don’t consider the true costs of things. It’s easy to see a price tag, but it is difficult to take into account all of the factors that make up something’s true cost.

How can hidden costs be made visible? An obvious solution is to pass the financial burden on to the consumer … Unfortunately, while taking advantage of market forces, these measures also tend to make people grouchy.

Jennie Winhall’s talk at MX on Designing for Social Good has made me think about ways that we, as user experience designers, could use our understanding of psychology and behavior to develop creative and positive solutions that help people see hidden costs and make better decisions.

For a brilliant example of this, check out the Gratefish Storm Drain from the 1998 Idea Awards. (You have to click the fishy once you’re on the site). Compare this approach to one where the city places a huge sign above a standard grate. Years of design experience have taught me that people hate being ordered around. In order to achieve an intended result, sometimes a gentle subliminal deterrent can be more impactful.

If this sort of thing fascinates you and you’re ecologically-minded, Alexa and her husband (a city planner) bring a unique perspective to environmental design as well. Check out their blog This Place Is for a user-centric approach to the spaces we occupy and how our surroundings influence our perception of ‘place.’

Personal note: many thanks to Dr. Toub for all the nice words. Love the Scelsi!

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This entry was posted on Saturday, February 24th, 2007 at 5:53 pm and is filed under Idiomatic Behavior, The Pedagogic Vector. You can follow any responses to this entry through the RSS 2.0 feed. Responses are currently closed, but you can trackback from your own site.