The Smarter Screen: Surprising Ways to Influence and Improve Online Behavior

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		The Smarter Screen: Surprising Ways to Influence and Improve Online Behavior
		The Smarter Screen: Surprising Ways to Influence and Improve Online Behavior

A leading behavioral economist reveals the tools that will improve our decision making on screens

Office workers spend the majority of their waking hours staring at screens. Unfortunately, few of us are aware of the visual biases and behavioral patterns that influence our thinking when we’re on our laptops, iPads, smartphones, or smartwatches. The sheer volume of information and choices available online, combined with the ease of tapping "buy," often make for poor decision making on screens.

In The Smarter Screen, behavioral economist Shlomo Benartzi reveals a tool kit of interventions for the digital age. Using engaging reader exercises and provocative case studies, Benartzi shows how digital designs can influence our decision making on screens in all sorts of surprising ways.

For example: 
• You’re more likely to add bacon to your pizza if you order online. 
• If you read this book on a screen, you’re less likely to remember its content. 
• You might buy an item just because it’s located in a screen hot spot, even if better options are available. 
• If you shop using a touch screen, you’ll probably overvalue the product you’re considering. 
• You’re more likely to remember a factoid like this one if it’s displayed in an ugly, difficult-to-read font. 

Drawing on the latest research on digital nudging, Benartzi reveals how we can create an online world that helps us think better, not worse.


From the Hardcover edition.

网友对The Smarter Screen: Surprising Ways to Influence and Improve Online Behavior的评论

If you work in "digital" as a marketer, product manager, or UX designer, this is an excellent book to get you thinking about the behavioral economics effects with design and the customer journey. The great thing about this book over other books like Hooked, Nudge, Traction, or Smartcuts, is this is geared specifically toward the web with both strategic theoretical thinking along with tangible tactical practices.

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 text harder to read by changing the font might actually be more effective for students.

Or 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, and 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.)

I love this book.

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