Beyond Good & Evil: Behavioral Economics & Information Architecture
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Beyond Good & Evil: Behavioral Economics & Information Architecture

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Presentation by Johnny Schroepfer and John Balz at the 2013 IA Summit.

Presentation by Johnny Schroepfer and John Balz at the 2013 IA Summit.

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Beyond Good & Evil: Behavioral Economics & Information Architecture Beyond Good & Evil: Behavioral Economics & Information Architecture Presentation Transcript

  • BEYOND GOOD & EVILHOW BE & IA CREATE TRANSFORMATIVE DESIGN IDEAS @nudgeblog + @jschrep #ChoiceArchitecture
  • BEHAVIORCHANGE Behavioral Behavior Information Economics Change Architecture
  • THETENSIONThe inherent tension between what’s best for thebottom line and what’s best for the user is often lost intranslation.
  • …But we all know a little something about howhumans behave.
  • MAKE IT A SURPRISECLIENT / PROJECT / 00.00.00 PAGE 8
  • MAKE IT A SURPRISECLIENT / PROJECT / 00.00.00 PAGE 9
  • CLIENT / PROJECT / 00.00.00 PAGE 10
  • Who you are takes a back seatto the context you move in.
  • Small and apparently insignificant details can havemajor impacts on behavior.
  • Example BE
  • MAKE IT A SURPRISECLIENT / PROJECT / 00.00.00 PAGE 18
  • Stop thinking in clicks, likes, comments, or sharesStart thinking about more unique content.
  • Stop thinking in account registrationsStart thinking about valuable services.
  • Stop thinking in click to chat as low cost alternativeStart thinking about simple, intuitive interfaces.
  • Stop thinking it’ll be okay in Phase 2Start thinking about solving the core issue.
  • “By anticipating what’s next, we can react to today’sconcerns but also build long-term value for people andbusinesses.” – Future Friendly #SmashAndGrab
  • #GrandmaTest
  • CLIENT / PROJECT / 00.00.00 PAGE 28
  • CLIENT / PROJECT / 00.00.00 PAGE 29
  • CLIENT / PROJECT / 00.00.00 PAGE 30
  • CLIENT / PROJECT / 00.00.00 PAGE 31
  • THANK YOU @nudgeblog + @jschrep #ChoiceArchitecture