The issue and its causes
When we first discussed the Marshmallow Clapsticks website, we wanted the product to create both a rhythm activity and a social experience. We thought that sharing marshmallows could encourage interaction, so we included “Edible” as a feature in the first draft.
This decision made sense to us as designers, but we did not fully consider how an external evaluator might interpret it. Dr EY Song later reminded us by email to focus on the innovation of the product itself, rather than the existing edible properties of marshmallows. The key decision then became whether to keep our original promotional message or change it in response to this feedback.
Our Week 9 analysis
Framing Bias occurs when the way an issue is presented influences people’s judgment. We initially framed edibility as a social benefit. Within that frame, it seemed worth promoting. However, an evaluator could read the same claim as an innovative selling point, even though edibility is already a property of marshmallows. Our positive designer perspective made this alternative interpretation easier to overlook.
At the individual level, we judged the feature through our own design intentions. At the team level, although all members took part, our discussion mainly stayed within the same social-value frame. Having everyone participate did not automatically mean that we considered different ways of understanding the product.
Bounded Rationality (Simon, 1972) provides another explanation. People make decisions with limited time, information and cognitive capacity, so they cannot assess every relevant factor. Our initial evaluation focused on a few familiar criteria, especially social value, without sufficiently considering innovation and audience understanding. The feedback brought an overlooked criterion into our decision: what would the website lead an outside reader to believe?
How feedback changed our decision
The original message risked blurring the product’s core innovation and created extra revision work. After receiving the email, we re-examined the promotional focus together. We recognised that our intention to encourage social interaction did not guarantee that an evaluator would understand the message in the same way.
We therefore changed the question guiding our decision. Instead of only asking how edibility could support interaction, we considered how the website could communicate the product’s innovative value more clearly. We decided to remove the promotional claims about edibility and focus on tapping together, creating rhythms and social interaction.
The change was more than a wording edit: external feedback helped us reconsider the frame behind our original judgment. We kept the goal of a shared social experience, but changed how we communicated it. This shows how feedback can improve a team decision when members use it to reassess their assumptions.
What we will do differently
We learned that a reasonable design intention can still lead to a biased promotional decision. Before agreeing on future content, we will evaluate each claim from three perspectives: social value, innovation and audience understanding. Each member will consider both what we intend to communicate and how someone outside the team might interpret it. We will compare these views and check for possible misunderstandings before publishing.
When we receive external feedback, we will use these same perspectives to reconsider the reasoning behind a claim as well as its wording. Our response to the teacher’s email improved this decision, but it does not prove that the bias has disappeared. Keeping this review process will help us question our first impressions and make better decisions together.
Course concepts: MGMT2007, Week 9 — Framing Bias and Bounded Rationality. Simon (1972) is cited in the team’s original Story 2 document.