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”
Online sales surpassed offline sales as a result of the global pandemic. Nowadays, people are purchasing signals instead of tangible items. The online environment is a web of signals. If the signal presented by the interface is not trustworthy, purchasing is not possible. For a long time, stocks have been traded based on signals that represent rights without requiring physical stock certificates. The same principle applies to gold. The challenge arises because both the tangible item and the signal react based on their value, but human greed leads to an oversupply of signals. This happens because creating a signal is much simpler than producing the actual item. The fundamental issue is that the signal serves as a representation of the tangible item. When there are more signals than tangible items, this discrepancy is termed a “bubble.” In offline contexts, signals are known as “cash.” Essentially, money is just a signal, and “trust” is crucial for believing in that signal. - Joseph’s “j...