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Using Nudge Theory to achieve a competitive edge with your UX | Psychology of communications conference | 28 June 2018

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David Somerville, strategy director, Fresh Egg

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

Published in: Government & Nonprofit
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Using Nudge Theory to achieve a competitive edge with your UX | Psychology of communications conference | 28 June 2018

  1. 1. Using Nudge theory to achieve a competitive edge with your UX David Somerville, Strategy Director
  2. 2. About me Behavioural Sciences graduate 20 year career in marketing - I’ve been creating and testing ‘nudges’ for years! Strategy director for Fresh Egg
  3. 3. Some people we have helped with UX nudges
  4. 4. What is Nudge theory?
  5. 5. Nudge is a concept in behavioural science, political theory and economics which proposes positive reinforcement and indirect suggestions as ways to influence the behaviour and decision making of groups or individuals.
  6. 6. Nudge history 1995 James Wilk formulated the term and associated principles 2008 Sunstein appointed administrator of the Office of Information and Regulatory Affairs 2011-2017 David Cameron and Barack Obama use Nudge Theory to advance domestic policy goals 2008 Richard Thaler and Cass Sunstein’s published book: Nudge: Improving Decisions About Health, Wealth and Happiness 2010 British Behavioural Insights Team formed at the Cabinet Office Now more than 80 countries use behavioural insights and Nudge Theory
  7. 7. Nudge theory and charities Nudge theory is nothing new for the charity sector – many charities have been using it for years The Behavioural Insights Team wrote a paper titled ‘Applying behavioural insights to charitable giving’ in 2013 (and updated this in 2015)
  8. 8. Understand Create Test Three stages of using Nudge theory with UX
  9. 9. Stage 1: Understand
  10. 10. Understand: Changing Expectations Create Test
  11. 11. Customer expectations don’t stand still Why? Human genius Human insatiability
  12. 12. The Open University – Live Chat
  13. 13. Understand: Small change, BIG impact Create Test
  14. 14. 80% reduction in ‘spillage’
  15. 15. UX impact
  16. 16. Stage 2: Create
  17. 17. Understand Create Nudges Test
  18. 18. How do we make decisions?
  19. 19. System 1 vs System 2 Decision Making
  20. 20. When creating nudges, look EAST…
  21. 21. EAST elements ✓ Harness the power of defaults ✓ Reduce the hassle factor ✓ Simplify messages ✓ Prompt people when they’re most receptive ✓ Consider immediate costs and benefits ✓ Help people plan their response to events ✓ Use bold and striking colours, professional imagery ✓ Consider using financial reward or other incentives ✓ Show most people perform the desired behaviour ✓ Use the power of networks ✓ Encourage people to make a commitment to others Easy Attractive Social Timely
  22. 22. Weight Loss Calorie input: FOOD Calorie output: ACTIVITY Tipping Scales Principle
  23. 23. 2 bottles = 1400 calories
  24. 24. Behavioural change PAIN GAIN Tipping Scales Principle
  25. 25. To influence change you therefore need to understand customer needs and fears. What will cause them pain and gain?
  26. 26. Example user need categories… Informational needs donation spending, charity history Functional needs live chat, contact details Accessibility needs Screen readers, keyboard navigation
  27. 27. Some example user fear categories… Financial fears tied-in to donations for years, money being spent correctly Choice fears Right charity to support?
  28. 28. Brainstorm ideas that aim to meet user needs, allay user fears, or ideally both
  29. 29. Plotting importance against effort Low level need/fear High resource cost Low resource cost High level need/fear
  30. 30. Open University Final Enrolment Date Nudge
  31. 31. Sustrans: Positive Reinforcement
  32. 32. RSPB: Clear Signposting
  33. 33. Shelter: Social Proof
  34. 34. Stage 3: Test
  35. 35. Understand Create Nudges Test your nudges
  36. 36. Test your nudges Test on your users Split test Minimum viable tests
  37. 37. Guardian: Minimum Viable Test
  38. 38. Hypothesis: Adding the users’ location (city) to the ‘find a class’ button will increase clicks to that button due to increased relevance The personalised variation showed a 11.5% uplift Les Mills: Local Personalisation Test
  39. 39. Koovs: Pricing Test Hypothesis: Changing the colour, size and location of the product price on product pages will make it easier for users to identify, and therefore more likely to buy Winning variation (larger pricing, same location and colour) showed: 1. +4.7% increase in average revenue-per-visitor 2. +10.8% increase in number of transactions.
  40. 40. Vodafone: Signposting Test Hypothesis: If the phone category page contained ‘signposting’ to highlight the preferred options then more users would pick the signposted option due to its increased prominence 28% more clicks on the signposted device
  41. 41. President Obama: Simplifying Processes
  42. 42. What have we learnt?
  43. 43. Nudging your way to UX success Understand your user’s needs and fears, and your business resource limitations Create ideas to solve user needs and fears – plot these. Look for solutions that address high level need/fear and have low resource costs Test your ideas and refine them as you learn what shifts the needle
  44. 44. Useful resources Guardian Science Weekly - Nudge theory: the psychology and ethics of persuasion O Behave podcast (Ogilvy Change)
  45. 45. FreshEggUK @FreshEgg freshegguk fresh-egg www.freshegg.co.uk Sharing the value of experience.
  46. 46. Psychology of communications - tools from the Behavioural Sciences 28 June 2018 London #CCPsychComms
  47. 47. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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