Why expensive, wasteful, effortful, or self-deprecating actions build trust and desire — Rory Sutherland on signalling. Use when the problem is credibility or desirability rather than meaning: the user asks 'why don't people trust us', 'how do we look more credible/committed/premium', 'is our guarantee/warranty worth it', 'should we spend on brand advertising', 'how do we justify a higher price', or wonders why a cheaper-looking competitor wins. Covers costly signals (advertising spend, guarantees, over-delivery), price-as-quality-signal (Veblen goods), and the Pratfall Effect (admitting a real flaw to gain trust). Inspired by Rory Sutherland's *Alchemy*. Routed to from psycho-logic. 日本語の相談（「信頼されない」「安心してもらえない」「強気な価格で売りたい」「広告費に意味はある？」）にも使う。中文咨询（“不被信任”“想以高价出售”“广告费有意义吗？”）也适用。
experience-design
Fix the psychologically significant moment, not the logically significant metric — Rory Sutherland on experience. Use when the outcome is fine but the journey feels bad: complaints about waiting, anxiety, uncertainty, or 'it's technically fast/cheap/correct but people still hate it'; when the user asks 'how do we reduce complaints', 'how do we make waiting/onboarding/checkout feel better', 'people are anxious during X', or is about to spend big to shave a number (wait time, load time, steps) when the real pain is how the moment feels. Covers uncertainty reduction, idle vs occupied waiting, and the peak-end rule. Inspired by Rory Sutherland's *Alchemy*. Routed to from psycho-logic. 日本語の相談（「待ち時間のクレームが多い」「手続きの途中で離脱される」「お客様を不安にさせている」）にも使う。
中文咨询（“等待时间投诉多”“办理中途流失”“让客户感到不安”）也适用。
含まれるファイル（2）
- SKILL.md6.1 KB
- evals/evals.json18.1 KB
SKILL.md（原文）
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Experience Design — fix the felt moment, not the metric
Engineers optimise the average and the total. Humans remember the peaks, the end, and how uncertain they felt. The cheap, high-leverage fix is almost always in the feeling of a moment, not in the metric that describes it.
The principle
The number ("8 minute wait," "3 second load," "5 form fields") is not the experience. Attack the experience directly:
- Uncertainty hurts more than delay. Not knowing how long is worse than waiting a known amount. A progress bar, an ETA, or a visible queue position can beat an actual speed-up — at a fraction of the cost.
- Occupied time feels shorter than idle time. People aren't angry about waiting; they're angry about waiting with nothing happening. Give the wait a purpose or a view and the same duration feels fine.
- People judge an experience by its peak and its end (peak-end rule), not its average. One great moment and a strong finish outweigh a mediocre middle. Engineer a peak; never let it end on a low.
Canonical examples (steal these patterns)
- The Uber map. Showing the car moving toward you on a map didn't make it arrive faster — it killed the uncertainty. The anxiety, not the wait, was the problem. (Same insight: arrivals/departures boards, "your food is being prepared," package tracking.)
- The airport baggage walk. An airport got complaints about waiting at the carousel. Instead of speeding up the bags, they routed arriving passengers on a longer walk to the carousel — so the bags were already there when people arrived. Total time up, complaints down: idle waiting became occupied walking.
- Progress bars and "almost there." Showing progress (even slightly padded) makes the same wait tolerable, because it removes uncertainty and occupies attention.
How to apply
- Map the journey as emotions, not steps. Walk it as the customer and mark where they feel anxious, ignored, uncertain, or bored — not where the process is technically slow.
- Attack uncertainty first (cheapest win). Wherever someone is waiting blind, add visibility: an ETA, a status, a progress indicator, a "we've got it" acknowledgement. This usually beats making the thing actually faster.
- Occupy idle time. Turn dead waiting into something with a view, a purpose, or a small useful action.
- Engineer the peak and the end. Add one genuinely good moment, and make sure the experience finishes well (a thank-you, a confirmation, a small delight) — that's what gets remembered and retold.
- Compare against the metric-fix. Always show the user the trade: "Reducing the actual wait costs $X and weeks. Removing the uncertainty costs a status indicator. Try the feeling first."
日本語の使用例
- 「待ち時間のクレームが多い、人を増やすしかない？」→ 増員（高い解）の前に不確実性の除去。"あと何分""今どの工程か"を見せるだけで、実時間を変えずに満足度が上がる（Uberの地図と同じ）。
- 「手続きが多くて離脱する」→ 工程数そのものより、進捗の可視化と "受け付けました" の即時応答。プログレスバーと節目の安心メッセージで体感が変わる。
- 「サービス自体は良いのに記憶に残らない」→ ピーク・エンドの法則。途中の平均を上げるより、ひとつ強い感動の山と、良い締め（お礼・確認）を設計する。
- 葬儀/シニア領域：「電話がつながるまで不安にさせている」→ 総待ち時間ではなく**"必ず人が出る/折り返す時刻を伝える"** で不確実性を消す。式当日も "次は何をするか" を都度伝えるだけで不安が大きく減る。
Cross-check against the canon
Sanity-check any journey fix against these; if it contradicts one, name the contradiction and justify it. When a claim is load-bearing or the user asks for evidence or fresh examples, web-search the named theory or case and cite what you find.
- Daniel Kahneman, peak-end rule — validated in Redelmeier's colonoscopy studies: people remember the peak and the end, not the duration or the average.
- David Maister, "The Psychology of Waiting Lines" — the canonical waiting principles: uncertain, unexplained, unoccupied, and unfair waits feel longest.
- Don Norman, The Design of Everyday Things — visibility of system status and immediate feedback are the design mechanics behind "kill the uncertainty".
- Thaler & Sunstein, Nudge — choice architecture: the journey's defaults and framing steer behaviour more than instructions do.
Related skills
- psycho-logic — the router; confirm the problem is the journey, not the outcome
- counterintuitive-tests — most experience fixes (e.g. the longer baggage walk) are counterintuitive; test them on behaviour
- reframing — sometimes the felt moment is fixed by changing its meaning, not its design
- marketing-psychology — peak-end rule, goal-gradient, Zeigarnik, friction in detail (separate plugin — only if installed)
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同じリポジトリのスキル
概要と使いどころ
Generate ideas that don't sound logical, then validate them with cheap behavioural experiments — Rory Sutherland's 'the opposite of a good idea can be a good idea' plus revealed-preference testing. Use when the obvious/logical solution is saturated and the user wants genuinely different options, asks 'what's a creative/unconventional angle', 'how do we stand out', 'should we run a test/experiment', 'how do we know what people actually want', or is about to trust a survey/focus group. Covers deliberate inversion of the obvious move, why stated preferences lie, and designing small reversible experiments that watch behaviour. Inspired by Rory Sutherland's *Alchemy*. Routed to from psycho-logic. 日本語の相談（「競合と同じ案しか出ない」「アンケートは好評なのに売れない」「思い切った案を安く試したい」）にも使う。中文咨询（“只能想出和竞品一样的方案”“问卷好评却卖不动”）也适用。
The perception-by-culture lens for psycho-logic — establish HOW a specific region, country, or subculture reads a signal before you send it, because perception is culturally coded and the same move can mean the opposite elsewhere. Use when adapting a product, price, message, or campaign to a new market; when the user asks 'will this work in [country/region]', 'why does this land in X but flop in Y', 'how do people here perceive Z', 'how do we localise/differentiate by region', or is about to copy a US/global playbook into another market. Covers the cultural dimensions that move Sutherland's levers — uncertainty avoidance, individualism/collectivism, status/power distance, high- vs low-context communication, mental-accounting norms, trust locus, and taboo/sacredness — and how each rewires reframing, costly-signaling, and experience-design. Inspired by Rory Sutherland's *Alchemy*. Routed to from psycho-logic; pair with market-recon for live local data. 日本語・中文の相談（「この地域で通用する？」「适合本地市场吗？」）にも使う。
The live fieldwork layer for psycho-logic — go look at the actual target market NOW instead of reasoning from your training-data stereotype of it. Use when a psycho-logic move needs grounding in a specific place: the user asks 'what do competitors in [region/country] actually do', 'what's the real price band / norm here', 'how do local leaders position themselves', 'research this market before we localise', 'what signals trust to buyers in X', or is about to launch/adapt in a market you haven't studied. Runs structured web research in the local language — local competitors and their signals, price bands, category conventions, review/trust sources, local terminology, taboos and regulations — and synthesises a compact perception profile the four moves consume. Inspired by Rory Sutherland's *Alchemy*. Routed to from psycho-logic; pair with cultural-context (the lens that tells you what to look for). 日本語・中文の相談（「現地の実態を調べて」「调研当地市场」）にも使う。
Rory Sutherland's 'psycho-logic' approach to marketing, product, and business problems — solve the human perception, not just the engineering or economic metric. Use when the obvious 'logical' fix is expensive, slow, or already done by every competitor; when the user asks 'how do we make people want X', 'the product/price/funnel is fine but nobody converts', 'how do we stand out', 'is there a cheaper way to fix this', or mentions behavioral economics, nudges, irrational behavior, perception, or 'it doesn't make sense but it works'. This is the ROUTER skill: it diagnoses the problem in human terms, then dispatches to reframing, costly-signaling, counterintuitive-tests, or experience-design. Inspired by Rory Sutherland's book *Alchemy*. 日本語の相談（「商品はいいのに売れない」「値下げしかない？」「競合と差別化できない」）にも使う。中文咨询（“产品很好却卖不动”“只能降价吗？”“无法差异化”）也适用。For a catalogue of individual biases, use marketing-psychology (separate plugin) instead.
Change what something MEANS before you change what it IS — Rory Sutherland's cheapest lever. Use when a product, price, feature, or message is objectively fine but feels cheap, generic, boring, overpriced, or unjustified; when the user says 'how do we make this feel more premium/valuable/exciting', 'people don't get why it's worth it', 'how do we reposition/rename/repackage this', or wants to raise perceived value without changing the product or cutting the price. Covers renaming, recategorising, mental accounting (price framing), creating artificial value, and context-shifting. Inspired by Rory Sutherland's *Alchemy*. Routed to from psycho-logic. 日本語の相談（「高いと言われる」「安っぽく見える」「値下げせずに高級感を出したい」）にも使う。中文咨询（“被说太贵”“显得廉价”“不降价也想显得高级”）也适用。