Which self?

I recently watched this TED talk by Daniel Kahneman about the experiencing self and the remembering self.

Apparently, they’re quite different. The experiencing self is the one who lives and feels in the moment. The remembering self is the one that engages in retrospective sense-making and decides, post-facto, whether the experience was good, fun, etc. It is the remembering self’s evaluation that informs future decision making.

This has enormous implications for UX evaluation. Even if the experiencing self has a (relatively) bad time, as Kahneman explains in the talk, but the remembering self makes a positive evaluation, the experience is remembered as good. We can measure UX in the moment, and track eye gaze and all that jazz. But ultimately, what really matters for future decisions is what users take away from the experience and how they evaluate it after it’s over. This is good news. It means that users may forget or put up with a few frustrations – and still assess the experience well, especially if it ends well. It also means that the research framework for website experience analysis that I created back in 2004 is valuable, because it focuses on how users make sense of the experience and what they take away.

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