Chapter 1 The Six Minds of Experience

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The Six Minds of Experience

Surely it is the case that there are hundreds of cognitive processes happening every second in your brain. But to simplify to a level that might be more relevant to product and service design, I propose that we limit ourselves to a subset that we can realistically measure and influence.

What are these processes and what are their functions? Let’s use a concrete example to explain them. Consider the act of purchasing a chair suitable for your mid-century modern house. Perhaps you might be interested in a classic design from that period, like the Eames chair and ottoman shown in Figure 1-1. You are seeking to buy this online and browsing an ecommerce site.

Figure 1-1 ...

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