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Interfeţe mai inteligente. Modalităţi surprinzătoare de a influenţa şi perfecţiona comportamentul din mediul online
Un specialist de top în economia comportamentală dezvăluie instrumentele care ne vor ajuta să luăm decizii mai bune prin intermediul interfețelor.
Persoanele care lucrează la birou își petrec cea mai mare parte a programului uitându-se fix la un monitor. Din păcate, puțini dintre noi suntem conștienți de elementele vizuale și de tiparele comportamentale care ne influențează gândirea atunci când ne folosim laptopurile, iPad-urile, telefoanele sau ceasurile inteligente. Volumul brut de informații și opțiuni disponibile online, combinat cu ușurința cu care apăsăm pe butoanele inscripționate cu mesajul „cumpără”, se transformă adesea în decizii regretabile, pe care le luăm prin intermediul unor ecrane.
În cartea Interfețe mai inteligente, economistul comportamental Shlomo Benartzi dezvăluie un set de instrumente utile în epoca digitală.
Persoanele care lucrează la birou își petrec cea mai mare parte a programului uitându-se fix la un monitor. Din păcate, puțini dintre noi suntem conștienți de elementele vizuale și de tiparele comportamentale care ne influențează gândirea atunci când ne folosim laptopurile, iPad-urile, telefoanele sau ceasurile inteligente. Volumul brut de informații și opțiuni disponibile online, combinat cu ușurința cu care apăsăm pe butoanele inscripționate cu mesajul „cumpără”, se transformă adesea în decizii regretabile, pe care le luăm prin intermediul unor ecrane.
În cartea Interfețe mai inteligente, economistul comportamental Shlomo Benartzi dezvăluie un set de instrumente utile în epoca digitală.
288 pages, Paperback
First published May 5, 2015
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Displaying 1 - 30 of 45 reviews
January 6, 2021
A really good read. Highly recommended!
April 4, 2017
Benartzi's insights about usage and experience in the online world and what it means for how and why we interact (or don't interact) is quite insightful. He emphasizes the different decisions that designers make in constructing websites and apps that could enhance our user experience. Sometimes, they are as simple as where to place action buttons, other times, they emphasize how to reduce confusion and elicit clearer understanding by visitors. In total, the book calls upon a variety of research of the last two decades to help us shape a virtual landscape that helps us rather than hinders us. As an educator, I found there's much within this book to explore and make me think differently about online courses or even any kind of online content that I use or develop for students or faculty.
February 17, 2022
Am cumparat-o având așteptați mai mari de la nota de 4 pe care o are per total, dar este doar mediocra. Ideile de baza din ea e ca ar trebui ca in timp ce ar trebui să facem site-urile mai minimaliste - in același timp ar trebui să fie și cu mult mai utile. Da, e important să poți cumpăra din 3 clickuri, însă aceeași strategie nu mai poate fi aplicată și când cumperi un produs prima dată. Nu poți parcurge efectiv sute de pagini in eMAG, dar pentru asta exista filtrele și sortarile, ca să ne poată ajuta să găsim mai repede produsul ce ar trebui să corespundă dorințelor noastre. “Viitorul va fi al celor care pot să controleze atenția celorlalți.”
December 2, 2017
Surprised!
If you are looking for a book stacked with references this is the one! The narrative isn’t all that good, or even there, but this book sure is an express way into lots and lots studies on behavioral economics.
If you are looking for a book stacked with references this is the one! The narrative isn’t all that good, or even there, but this book sure is an express way into lots and lots studies on behavioral economics.
August 31, 2020
Excellent insights into human behaviour
April 22, 2018
From my CRO perspective, I agree with (almost) all the info inside.
June 10, 2018
Applies the latest research in behavioral economics / decision science to how to persuade users to take a desired action on a device.
Highly pragmatic and fascinating. This book should be required reading for anyone working on digital products.
Highly pragmatic and fascinating. This book should be required reading for anyone working on digital products.
January 23, 2018
Que achado. Encontrei este livro fazendo umas buscas sobre empresas na área de Economia Comportamental. O autor tem uma empresa de consultoria junto com outros cientistas comportamentais e também participou em projetos importantes no setor, como o Smart, em que ele elaborou junto com o Nobel de 2017 Richard Thaler.
Este livro aborda os estudos recentes da neurociência e economia comportamental aplicados em ambientes online. O início do livro nada em águas de UX, com estudos já bem sólidos e aplicados em sites de e-commerce atuais. O plano OBAMACARE foi o ponto de partida do autor, pois existia uma infinidade de planos disponíveis e isso acabou frustrando a equipe com os resultados bem abaixo do esperado. O usuário não conseguia escolher - paradoxo da escolha- pois existia diversos planos, além do site ser péssimo para experiencia do usuário.
O conteúdo fica bem interessante, ao menos pra mim que já conheço um pouco sobre experiência do usuário, à partir do segundo capítulo, onde temos exemplos e referencias experimentais mais atuais e algumas que ainda carecem de mais estudos (o autor sempre frisa muito bem quando algo esta em fase embrionária).
O ponto alto, fica com a forma de pensar na arquitetura de escolhas para conduzir a melhor tomada de decisão; feedback deve ter sua dose bem preparada (formas e frequência são importantes) e devem levar a uma ação. Aplicativos que te enchem de alertas não são eficientes (lembrei do app que uso para correr da Nike, o Nike Run. Se eu ficar uma semana, duas sem treinar, ele continua me mandando notificação com intuito de estimular. O titulo do push é "veja até onde conseguiu chegar". Na hora eu penso: em lugar nenhum oras, estou parado há semanas!! hehe)
Livro recheado de insights que fará você pensar e ter ideias aplicáveis no seu negócio/projetos. Recomendo para os que atuam na área de behavior e tecnologia.
Ainda não tem em português.
Link Amazon: The Smarter Screen
Este livro aborda os estudos recentes da neurociência e economia comportamental aplicados em ambientes online. O início do livro nada em águas de UX, com estudos já bem sólidos e aplicados em sites de e-commerce atuais. O plano OBAMACARE foi o ponto de partida do autor, pois existia uma infinidade de planos disponíveis e isso acabou frustrando a equipe com os resultados bem abaixo do esperado. O usuário não conseguia escolher - paradoxo da escolha- pois existia diversos planos, além do site ser péssimo para experiencia do usuário.
O conteúdo fica bem interessante, ao menos pra mim que já conheço um pouco sobre experiência do usuário, à partir do segundo capítulo, onde temos exemplos e referencias experimentais mais atuais e algumas que ainda carecem de mais estudos (o autor sempre frisa muito bem quando algo esta em fase embrionária).
O ponto alto, fica com a forma de pensar na arquitetura de escolhas para conduzir a melhor tomada de decisão; feedback deve ter sua dose bem preparada (formas e frequência são importantes) e devem levar a uma ação. Aplicativos que te enchem de alertas não são eficientes (lembrei do app que uso para correr da Nike, o Nike Run. Se eu ficar uma semana, duas sem treinar, ele continua me mandando notificação com intuito de estimular. O titulo do push é "veja até onde conseguiu chegar". Na hora eu penso: em lugar nenhum oras, estou parado há semanas!! hehe)
Livro recheado de insights que fará você pensar e ter ideias aplicáveis no seu negócio/projetos. Recomendo para os que atuam na área de behavior e tecnologia.
Ainda não tem em português.
Link Amazon: The Smarter Screen
November 9, 2017
With the abundant information cramming on line, how do we make our messages/ information outstanding? How do readers on line usually focus on or choose what to read? Benartzi did a quite complete research on psychological behaviors of readers in digital age. It will be a very useful book for those who wants to promote their products on line about how to placing your information and products to get the maximum effects.
Website background colors matter if you wish your customers to spend more money, don't choose light green to remind them about US dollars. The location of the focus on "shelves" (screen ) should be center about slightly left.
Less is more. Try not to put too much information otherwise customers might lose the interest after few clicks still can not reach their targeted info.
A very true and honest quote in this book, the future in this info abundance age belongs to those who manage to capture the attention of crowds successfully. It seems good or excellent products and info are not enough, we need to know how to present them easily in from of customers.
“The lesson is simple: human attention has become the sweet crude oil of the twenty-first century. If you can control the levers of human attention, then you can essentially charge whatever you’d like.”
― Shlomo Benartzi, The Smarter Screen: Surprising Ways to Influence and Improve Online Behavior
“There is a larger lesson here: we need to treat attention as a literal resource.”
― Shlomo Benartzi, The Smarter Screen: Surprising Ways to Influence and Improve Online Behavior
Website background colors matter if you wish your customers to spend more money, don't choose light green to remind them about US dollars. The location of the focus on "shelves" (screen ) should be center about slightly left.
Less is more. Try not to put too much information otherwise customers might lose the interest after few clicks still can not reach their targeted info.
A very true and honest quote in this book, the future in this info abundance age belongs to those who manage to capture the attention of crowds successfully. It seems good or excellent products and info are not enough, we need to know how to present them easily in from of customers.
“The lesson is simple: human attention has become the sweet crude oil of the twenty-first century. If you can control the levers of human attention, then you can essentially charge whatever you’d like.”
― Shlomo Benartzi, The Smarter Screen: Surprising Ways to Influence and Improve Online Behavior
“There is a larger lesson here: we need to treat attention as a literal resource.”
― Shlomo Benartzi, The Smarter Screen: Surprising Ways to Influence and Improve Online Behavior
April 6, 2020
This is an audacious book! Good read for a quiet and slow weekend!
It brings important subjects in scarce of attention, choice architecture, information architecture, Halo effect, feedback, conformity bias, online fluency and disfluency, personalization, pro social norms and correlated studies.
It is an audacious book because it brings some bold ideas, such as:
- in the digital world, small brands can put up an equal fight to international brands, as in the world, they have much closer branding power;
- because the mind ha limited thinking capacity - it can pay attention to only so many things at once - we often fail to notice important details of the world;
- on-line fluency is important in many websites, but not all. Sometimes, it is extremely important for you to add some disfluency to your strategy, in order to try to “slow” readers’ minds down;
The author worked in several papers with other behavioral economics such as Richard Thaler, Amos Tversky and DANIEL Khaneman, working closely on what’s can be called as classic papers in the subject.
This book fascinated me on the ability of putting macro and micro informational about how we interact with screens nowadays. If we think about, most of our awake days, we are interacting with some kind os screen - while very few generations ago, we would Interact with them only in the movies.
It brings important subjects in scarce of attention, choice architecture, information architecture, Halo effect, feedback, conformity bias, online fluency and disfluency, personalization, pro social norms and correlated studies.
It is an audacious book because it brings some bold ideas, such as:
- in the digital world, small brands can put up an equal fight to international brands, as in the world, they have much closer branding power;
- because the mind ha limited thinking capacity - it can pay attention to only so many things at once - we often fail to notice important details of the world;
- on-line fluency is important in many websites, but not all. Sometimes, it is extremely important for you to add some disfluency to your strategy, in order to try to “slow” readers’ minds down;
The author worked in several papers with other behavioral economics such as Richard Thaler, Amos Tversky and DANIEL Khaneman, working closely on what’s can be called as classic papers in the subject.
This book fascinated me on the ability of putting macro and micro informational about how we interact with screens nowadays. If we think about, most of our awake days, we are interacting with some kind os screen - while very few generations ago, we would Interact with them only in the movies.
March 13, 2019
This book are contain lot of things. How we look at the screen? How we manage the information flow ? How we process the information? we lived in the world of torrent information. Too many info, too little time and energy to absorb it. Sometimes we mindlessly scroll the smartphone and feel exhausted after that but, we didn't get the benefit at all.
This book are suitable for designer that making app or web and also ordinary people. How can we trick our mind to be discipline and using the screen smarter. Great work Mr. Shlomo!
This book are suitable for designer that making app or web and also ordinary people. How can we trick our mind to be discipline and using the screen smarter. Great work Mr. Shlomo!
June 5, 2020
I really enjoyed this book, though as it was written in 2015 I felt it could benefit from a refresh. What I would love to see for a book like this is multiple editions as time goes on. The subject continues to evolve, and what we would learn from updates would be practicable across many applications.
May 15, 2017
A slow starter but a fast burner. The author aptly captures the psychological power of screens and how human behaviour can be altered by a smart design of a website or a mobile app. Attention scarcity and information abundance is leading to much lesser understanding of situations.
August 27, 2022
Ein gutes Buch, vom Mitentwickler von „save more tommorow“ (erwähnt in Nudge).
Viele Informationen darüber wie der Umgang mit Bildschirmen unsere Entscheidungen beeinflussen kann aber auch die Chancen hierbei.
Viele Informationen darüber wie der Umgang mit Bildschirmen unsere Entscheidungen beeinflussen kann aber auch die Chancen hierbei.
July 3, 2018
This one was really good, worth time spent
August 11, 2018
The book didn't tell me anything I didn't already know, but that may be because the book was published 3 years ago. Still fairly interesting though.
August 21, 2018
A dull read that lacks cohesion and jumps around a lot. There are interesting tidbits here and there but the book as a whole is lackluster.
January 2, 2019
Great read!
July 14, 2019
Great book about behavioral psychology, applied to UX design. Well-written, backed by solid research.
August 6, 2019
Well structured, nice references/guide to literature.
My summary in an 58 tweet thread; https://twitter.com/wilte/status/1154...
My summary in an 58 tweet thread; https://twitter.com/wilte/status/1154...
January 1, 2020
This book taught me many things about how to influence audience to engage more with businesses on social media
July 8, 2020
Excellent read! But it could be better if the author doesn't use the insurance website example again and again.
September 21, 2020
Great place to start your curiousity on behavioral economics
January 17, 2021
הספר שהייתי רוצה לכתוב בעצמי, מחקרים מרתקים על התנהגות וקבלת החלטות בעידן הדיגיטלי.
December 14, 2021
No breakthroughs presented. No epiphanies were had. An average read.
December 18, 2022
Viitorul este a celor care controlează atenția celorlalți. O carte bună dacă ai ceva experiență în crearea de interfețe și website-uri.
June 20, 2023
Very insightful case studies and real-world examples perfect for digital marketers, UX folks or those interested in behavioural psychology. Fascinating!
February 10, 2025
One of the best books I ever read. Really productive, based on research, flows well to read... just perfect. It really gave me a lot of insights.
October 19, 2015
Behavioral economist Shlomo Benartzi encourages us to concentrate on screens (computer, tablet, smartphone), at least for as long as it takes to read his book. Many teachers, social commentators, and psychologists have suggested that reading and writing and shopping on screens engages the brain in a different way than using other methods. Is it true? Does Google make us stupid?
Benartzi (and his co-author Jonah Lehrer, who we last saw in Jon Ronson's book about public shaming, as a cautionary example of what happens when you are caught plagiarizing your material) looks at how too much information paralyzes us, such as on the healthcare.gov website. We've heard many examples of how more choices are good until they reach some critical number and then it's too much and we experience brain freeze. Turns out it's true on websites as well as supermarket cereal aisles.
Benartzi advises website designers and users to seek simplicity in web pages, and to make it easy to winnow down the many choices so that the user can easily see those that are most desirable to him or her. But making things easier is not always the answer, he cautions. It seems we may learn better if we have to put some effort into it, so making a test harder to read by changing the font might actually be more effective for students.
But maybe not. Smarter Screens has a lot of fascinating information, but much of it, as Benartzi admits, has not been rigorously tested. Some of it is just his hunch, and some seems like common sense. It's a bit frustrating to read his hypotheses when there is no evidence to back them up yet. This is the sort of book that can be read in a single sitting by skimming the text, homing in on the chapter summaries and the concluding chapter. You will probably glean a couple of interesting ideas for your next website design or online shopping trip.
(Thanks to Penguin for a review copy.)
Benartzi (and his co-author Jonah Lehrer, who we last saw in Jon Ronson's book about public shaming, as a cautionary example of what happens when you are caught plagiarizing your material) looks at how too much information paralyzes us, such as on the healthcare.gov website. We've heard many examples of how more choices are good until they reach some critical number and then it's too much and we experience brain freeze. Turns out it's true on websites as well as supermarket cereal aisles.
Benartzi advises website designers and users to seek simplicity in web pages, and to make it easy to winnow down the many choices so that the user can easily see those that are most desirable to him or her. But making things easier is not always the answer, he cautions. It seems we may learn better if we have to put some effort into it, so making a test harder to read by changing the font might actually be more effective for students.
But maybe not. Smarter Screens has a lot of fascinating information, but much of it, as Benartzi admits, has not been rigorously tested. Some of it is just his hunch, and some seems like common sense. It's a bit frustrating to read his hypotheses when there is no evidence to back them up yet. This is the sort of book that can be read in a single sitting by skimming the text, homing in on the chapter summaries and the concluding chapter. You will probably glean a couple of interesting ideas for your next website design or online shopping trip.
(Thanks to Penguin for a review copy.)
April 17, 2016
Full review at: http://www.asourceofinspiration.com/2...
The book starts by recognising that we’re mostly not paying attention and those companies and services that excel at controlling attention can easily charge more, with Online Travel Agents given as an example.
With our working memory increasingly smaller, it’s important to find ways to provide shortcuts and ease the cognitive load on screens, making us less vulnerable to the limits of attention. From writing less verbose copy to listicles, each time we don’t compete for limited attention, we win.
The author provides at digitai.org a few examples on how we process information on screens, even at an unconscious level, before we get a chance to analyse the information, similar to Motivational Research studies done in advertising in the 50’s. We think different on screens, from first impressions on Tinder to buying more expensive items when on mobile, which highlights the importance on how we build experiences on screens, besides content and imagery.
(...)
In the real world we usually have a limited set of choices, but online they multiply, and not in a good way. The websites offering better routes and less possibilities usually succeed, with consideration sets being a way to deal with too many alternatives and too little time. From category filters to personalisation, online services can find better shortcuts and influence consumer choices.
The book is a good entry point for those interested in UX or those working in advertising trying to influence decisions on screens. It’s somewhere between Steve Krug’s “Don’t Make me Think” and Heath’s “Decisive”, mixing research with practical consideration on how to be smarter when using our screens.
The book starts by recognising that we’re mostly not paying attention and those companies and services that excel at controlling attention can easily charge more, with Online Travel Agents given as an example.
With our working memory increasingly smaller, it’s important to find ways to provide shortcuts and ease the cognitive load on screens, making us less vulnerable to the limits of attention. From writing less verbose copy to listicles, each time we don’t compete for limited attention, we win.
The author provides at digitai.org a few examples on how we process information on screens, even at an unconscious level, before we get a chance to analyse the information, similar to Motivational Research studies done in advertising in the 50’s. We think different on screens, from first impressions on Tinder to buying more expensive items when on mobile, which highlights the importance on how we build experiences on screens, besides content and imagery.
(...)
In the real world we usually have a limited set of choices, but online they multiply, and not in a good way. The websites offering better routes and less possibilities usually succeed, with consideration sets being a way to deal with too many alternatives and too little time. From category filters to personalisation, online services can find better shortcuts and influence consumer choices.
The book is a good entry point for those interested in UX or those working in advertising trying to influence decisions on screens. It’s somewhere between Steve Krug’s “Don’t Make me Think” and Heath’s “Decisive”, mixing research with practical consideration on how to be smarter when using our screens.
Displaying 1 - 30 of 45 reviews