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SXSW Interactive 2013

Designing for Lazyness

Humans are less complicated than we would like to think. We craft complicated stories of success, because we like to be the hero of the story. It is in our nature, and our nature likes to trick us with things like this, preventing us from understanding reality properly.

The truth is that humans are lazy, and whatever we seek, whether it is a wish or a need, we are always aiming at the lowest effort, biggest return option. But because the way we understand reality is flawed, and we don't see the potential benefit we don't necessarily choose the best option. That is why we love games so much. They let us replay their reality until we obtain maximum benefit (and a lot of endorphins as a bonus).

I plan to explore the relationship between human knowledge, motivation, needs and wishes, through a better understanding of our limitations and self-delusion, and how can we apply that to designing better services. How to design for the lazy in every one of us.

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Related Media


  1. What does lazy mean exactly?
  2. How does this map to Maslow's pyramid of needs?
  3. Does everyone lie to themselves?
  4. How does this relate to information theory?
  5. How can I apply this to my design practice?


  • Jesús Gorriti, Design Director, Fjord


Jesús Gorriti, Design Director, Fjord

Meta Information:

  • Tags: design
  • Event: Interactive
  • Format: Solo
  • Track: Art and Inspiration
  • Level: Intermediate
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