Our SXSW talk.
So 2020 SXSW got a tad derailed by Covid-19, but we got a chance to record our talk about Mind Journeys. Give it a listen then let us know what you think.
What is a mind journey?
A mind journey is a framework for optimizing experiences based on how the brain functions.
The brain is a complicated thing. It works in shorthand, processing millions of bits of information but only consciously dealing with very few. In order to effectively do this, it uses what behavioral scientists call heuristics or biases. There are many that have been studied and named. Here are a few of our “favorites” when developing Mindjourneys.
Developing Mind Journeys.
The following is a simple 2-step guide for developing your own Mind Journeys. This is best done in teams as a workshop session.
You’ll notice with both steps we link to a sample Miro board that you can duplicate for your own Mind Journey explorations.
Ideally the team already has defined your current ecosystem and product as well as built an understanding of someone’s current journey to achieve the goal that you hope your brand, product or marketing will help them achieve.
As you use these materials, please share with us your progress on Twitter and LinkedIn (see links to reach us at the bottom of this page).
Step 1: A tool for new ideas.
Analyze your CX for the use of these Heuristics.
Take any mind bias you’d like to explore and ask yourself / your team the following questions:
Where is our brand / business benefitting from this today?
Where could the brand / business benefit from it more?
How can the audience / customer benefit from it more?
How can society / the world benefit from this more?
Exploring the bias through these lenses will allow you to hit upon new ideas or realize areas where you’re already applying a bias but need to check it for empathetic motive (see next step).
Step 2: Define an empathetic motive.
The best mind journeys values the interests of both user and brand.
Without an empathic motive, you risk hurting your customer. It changes from being a Mind Journey to brain hacking. It switches from a nudge (made famous by this book) to sludge (highlighted in work by Richard Thaler).
We believe all Mind Journey idea identification should include a second step to evaluate ideas for the mutual benefit to both brand and consumer. Only the ones that can be created (or adjusted) to make both parties come out improved should be considered.
We’re inspired by B.J. Fogg’s ethics for persuasive ideas, which focuses on value to any and all stakeholders. BJ Fogg published the first peer-reviewed paper to address the ethics of persuasive tech.
To further identify ethical issues, user research can help to confirm the assumptions that are built during this step. It’s important not to assume someone wants to be nudged. They should have agency and ability to change a nudge should they want to.
The beginning of our thinking.
Formulating this idea of a Mind Journey has taken some time and a heavy amount of debate, but that journey isn’t over. We’d love to know what you think. Where you think things could be enriched or improved. Please reach out with your thoughts.