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On Demand

Peak Moments in Memory Are the New Brand Battleground

Total Credits: 0.5 Advance Credits

Average Rating:
Consulting |  Research Design
David Evans, Ph.D.
30 Minutes
Audio and Video
Original Program Date:
Feb 01, 2021


Due to cognitive biases, a frictionless user experience might have less impact on brand perceptions than we want to admit. The teachings of Nobel prize winner and founder of behavioral economics, Daniel Kahneman, tell us that designing for brand memories is very different than designing for user experience. This talk is about how to be delightfully indelible even with the ever-present risk of being frictionlessly forgettable. See how Microsoft tested these assumptions with telemetry and data science, showing that there is a 14X greater ROI for creating peak moments than eliminating pit moments from brand memories.



David Evans, Ph.D. Related Seminars and Products

Microsoft Corp.

David Evans holds a Ph.D. in social psychology and is a Senior Manager of Customer Research at Microsoft. There he influences the product and brand strategy for the Microsoft 365 portfolio. He is the author of "Bottlenecks: Aligning UX Design with User Psychology" which he has taught at the University of Washington since 2010. David's work on brand memories received Best Paper recognition from ESOMAR at the 2020 Insights Festival.