FORCES //: the hardest design problems are complex human truths

Left brain meets right brain: Human research for Dolores exploring car ownership economics, systematic wireframes with key principles on a pink sticky note.

This spread takes me back to a complex problem: how do you help someone understand the economics of owning versus selling a depreciating asset when humans attach value through time and memories, not just money?

It's a bit crazy to spend $30,000+ on something that doesn't appreciate, but our appreciation model of cars is just as much about emotional experiences as it is logical.

Left page: deep dive into Dolores - her context, emotional journey, the behavioral forces at play. The persona work was grounded in Kim Goodwin's behavioral spectrums approach. Jobs-to-be-done interviews helped inform our journey mapping and revealed the deeper struggles associated with owning a depreciating asset.

Right page: systematic design thinking - wireframes, experience principles, testing hypotheses. That pink sticky note captures what we learned: Fair (Confidence), Know my Car (Expertise), You will make it easy (Hassle Free). Early Experience Principles aligning digital to our Brand's in-store experience.

The real challenge was designing for the gap between rational and emotional value. People know their car is depreciating, but the emotional math doesn't match the financial math.

Those unfinished hypotheses tell the real story - 404 testing modules to validate demand before building anything. The slow thinking happened in these sketches, long before any code got written.

🌊 What's the hardest behavioral challenge you've had to design for?

#BehavioralDesign #ExperiencePrinciples #ServiceDesign #SlowThinking