The Language of the Experts
In the 1967 film Cool Hand Luke, the line “What we’ve got here is failure to communicate” became a cultural touchstone for misunderstanding. In product design, this failure often occurs because the company speaks a different language than its customers.
An insurance agent might casually discuss a “PLUP,” while a customer simply wants to know if they are covered for a lawsuit. Words are not just strings of sounds; they are associated with deep semantic concepts that differ based on expertise. To bridge this gap, designers must master the lexicon of their audience, meeting them at their specific level of sophistication.
Framing the Problem Space
Decision making is the most conscious and deliberate part of the “Six Minds” framework. It is the process of defining a current state, identifying a goal state, and selecting the “operators” to move between them.
The Mechanics of Problem Definition
Novices and experts frame problems differently. A first-time homebuyer frames their problem as “How much should I bid?” while an expert frames it as “Is the title clear?” and “Will it pass inspection?” If a product only addresses the novice’s simple framing, it fails to solve the actual, complex problem.
The Crucible of Cognitive Economy
Humans are not perfectly rational; we are “satisficers”. When overwhelmed by too many choices or too much information, we default to a “gut response” or pick the middle-of-the-road option. This is why consumers are more likely to buy a $349 blender when it sits between a $199 model and a $499 model; the middle choice feels “sensible” even if it wasn’t the original goal.
The anchoring effect makes the middle-priced option feel 'sensible' despite other goals
The Cascade of Semantic Trust
The words we use can either build or destroy trust. If a website for medical professionals used the term “brain freeze” instead of “transient ischemic attack,” it would lose credibility. Conversely, using technical jargon with a layperson causes them to lose faith in the service. Successful design uses “revealing words” that mirror the user’s expertise, ensuring the experience feels as though the product is “speaking my language”.
Trust thresholds: too much jargon or too little expertise breaks communication
Synthesis: Leading the Witness
Decision making is a journey of microdecisions. By capturing each subgoal and ordering it logically—such as asking for shipping info after the selection—we support the customer’s journey and reduce friction.
We must move beyond the surface level of “what people say” to “how they frame” their needs. Language is the bridge; decision making is the path. When these two are aligned, the product stops being a puzzle and starts being a solution.