Cognitive Structure: Humans naturally avoid complicated or confusing interfaces. If all headlines in a newspaper are the same size as the body text, they won’t seem inviting to read. The human brain is built to operate efficiently. However, human cognitive abilities often don’t reach their full potential. Any interface that goes against this instinct is likely to fail. No one enjoys taking tests every day, right? To increase sales in an online shopping mall, it’s important to provide an interface that requires minimal mental effort from consumers. To protect the environment, instead of setting “spoons or forks” as the default delivery option in a food delivery app, offering a choice to select separately can help reduce waste. To promote positive consumer behavior, create a comfortable environment; to discourage negative behavior, make the process complex and frustrating. - Joseph’s “just my thoughts”
Some people hear that their business success rate is only 10%, so they try to avoid being part of the 90% who fail and put a lot of effort into becoming part of the 10% who succeed. In contrast, others allocate just 10% of their total effort to each of their 10 businesses, hoping that one will succeed. Since only one in ten founders succeeds, the latter approach is better because success in this world is a matter of probability . - Joseph’s “just my thoughts”