18. Why is this relevant to you?
Even when you treat them as individuals & target them
accurately, your digital customers could be vulnerable to
making poor decisions due to these biases.
Do your customers…
1. …find your products complex & boring?
2. …need to make decisions based on assessing risk or uncertainty?
3. …need to make trade-offs between the present and the future?
4. …find these decisions emotional or fearful?
5. …lack opportunities to learn by making these decisions?
19. Spotting the ‘Dark Side’
FCA have stated they will use these as early warnings:
• Rip-offs: Uncompetitively high margins
• Suckers: Concentrated profits in small customer
group
• Bargains: Innovative products that appear very
cheap
• Traps: Contract features that often target BE biases
• Regret: Reported or potential regret
• Folly: Choices out of line with common sense
• Confusion: Observed or likely confusion
22. Generating & testing hypotheses
Rational Choice Bias 1?
Research Customer
Need
Analyse
Actual
Behaviour
Bias 3? Bias 2?
Test
Mitigations
Experimental
Design
Hypothesise
Biases at work
Hypothesise
Biases at work