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Showing posts from May, 2017

The psychology of rejection

You're planning your wedding and it's time to send out the invites. You decide you'll email everyone asking them to save the date, and send the invites in the post later. Within seconds of sending your emails you receive a polite and carefully worded reply from one of your invitees explaining they can't attend. It's like they didn't even think about it, they just flat out rejected you there and then.

How would that make you feel?

We've been thinking about this. Thinking about the psychology of rejection and how this relates to services we're redesigning. Digital is efficient, it's fast and cheap, but it can also be cold and uncompromising. Sometimes the steely hard edges of "computer says no" need padding.

With this in mind we're redesigning one of our services so that applications that don't meet the lowest threshold of the acceptance criteria are automatically rejected. Not only does this reduce staff workload, it means that we …