The Availability HeuristicYouTube↗  IA↗(long shot)
Science & Technology  12.5K views 116 likes 8 dislikes   06 Jul 2018
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Spanish Antonela De
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The availability heuristic is a mental shortcut that leads us to draw conclusions based on
La heurística de disponibilidad es un atajo mental que nos lleva a esbozar conclusiones basadas en
what comes to mind immediately.
qué es lo que aparece a nuestra mente inmediatamente.
This means that when we make a decision, we give a lot of importance to things that we
Esto significa que cuando tomamos una decisión, le damos mucha importancia a las cosas que
recall quickly, and things that we can already see in front of us.
recordamos rápidamente, y a las cosas que vemos frente a nosotros.
How would you describe a Post-it?
Cómo describirías un Post-it?
First, let me give you my answer.
Primero, dejame darte mi respuesta.
The picture that came to mind for me is the classic Post-it note that I've seen in movies
La imagen que viene a mi mente es de una clásica nota Post-it que vi en películas
and in my office.
y en mi oficina.
It's small, yellow, and unlined.
Es pequeña, amarilla y lisa, sin líneas.
What was most available to me was something I remembered instantly.
Lo que fue más disponible para mi fue algo que recorde instantáneamente.
Because I've seen it a million times.
Porque lo vi un millón de veces.
If I ask you to describe a Post-it when this table is right in front of me, you might mention
Si te pido a vos que describas un Post-it con esta mesa en frente mío, mencionarías que
that Post-its come in many different shapes, sizes, colors, and textures.
los Post-its vienen en diferentes formas, tamaños, colores y texturas.
Your answer is being shaped not only by your memory, but by what you're seeing now.
Tu respuesta está siendo formada no sólo por tu memoria, sino porque es lo que estás viendo ahora mismo.
Those are the two main pieces that go into the availability heuristic.
Esas son las dos piezas principales que entran en la heurística de disponibilidad.
What we remember quickly, and what we see.
Lo que recordamos rapidamente y lo que vemos.
We can design with the availability heuristic in mind to guide users through a typical journey.
Nosotros podemos diseñar con la heurística de disponibilidad en mente para guiar a nuestros usarios en un recorrido típico.
This principle should influence the way that you design, particularly the beginning and
Este principio debe infuenciar el modo en el que tu diseñas, particularmente al inicio y
end of an experience.
al final de una experiencia.
At the very beginning of a user journey, pay attention to the very first impression your
Al principio de un recorrido de usuario, prestá atención a la primera impresión que tu
site makes.
sitio refleja.
When someone is forming a first impression, they make a value judgment about a site based
Cuando alguien está formando una primera opinión, hace un juicio de valor sobre el sitio basado
on what is available right in front of them.
en lo que está disponible en frente de si mismo.
Consider the availability heuristic when planning your branding and marketing strategy.
Considera la heurística disponible cuando planeas una estrategia de marca o de mercadeo.
The information that people have been repeatedly exposed to becomes more relevant to them.
La información a la que las personas han sido repetidamente expuestas, es la información que ellos verán más relevante.
Taking a long-term approach that focuses on surfacing your product in many relevant search
Hacinedo un enfoque a largo plazo que se enfoca en hacer emerger su producto en muchos resultados de búsquedas relevantes,
results, for example, will often prove more useful than trying to create one particularly
por ejemplo, a menudo será más útil que tratar de crear una particularmente
memorable advertising campaign.
recordable campaña de publicidad.
The mental shortcuts that we use unconsciously help us make decisions the way we often need to;
Los atajos mentales que usamos inconscientemente nos ayudan a tomar decisiones en el modo en que en general las necesitamos;
that is to say, quickly.
digamos, rápido.
Make sure that you consider the availability heuristic throughout your site to design for
Asegúrate de considerar la disponibilidad heurística en todo su sitio para diseñar
the way that your users think.
en la forma en que piensan tus usuarios.
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