Choice is Overrated - Designing Products That Know What You Want Before You Do
summary
Argues that true anticipatory products pair IoT + machine learning + UX to remove needless choices, showing concrete wins and failures: Amazon Dash button and Amazon’s patented anticipatory shipping (15‑minute delivery tests), Starbucks’ app using NFC and beacons to start orders when a customer approaches, Nest pre‑populating thermostat settings, Digit hiding savings, and the privacy/ethics failure of Target pregnancy misfire. Recommends concrete steps: make your business a service, add digital access and automation, pre‑populate forms, run micro‑experiments and analytic feedback loops.
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chapters (43)
- 0:00Introduction
- 0:55About Heather Wilde
- 2:03Conscious and unconscious decisions
- 2:51Decision fatigue
- 3:33People are tired
- 4:34Alexa
- 5:09Google
- 6:41Autocorrect
- 7:36Companies trying to help
- 8:00Amazons The Button
- 8:47Magic
- 9:17Netflix Roulette
- 10:18Facebook Retargeting
- 11:21Predicting What People Want
- 11:42Anticipatory Experiences
- 12:15The Basic Blueprint
- 13:29Starbucks
- 16:32Examples
- 17:35Uber
- 18:06Nest
- 19:14Digit
- 19:57Project Soli
- 20:40Twit
- 21:25Medium
- 22:07Uncanny Valley
- 23:09Target
- 25:08Amazon
- 25:49Amazon Patent
- 26:58How can Amazon know what I want
- 27:50How to turn something into an anticipatory experience
- 28:28Create digital access
- 28:54Automate
- 29:31Launch
- 29:55Anticipatory
- 31:48Analyze
- 32:41Simplify
- 33:16Add Value
- 34:03Prepopulate
- 37:27Living in the Future
- 37:54Elon Musk
- 38:21Buck Fuller
- 39:22Duckie Brigade
- 41:48Customer Service
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