Mobile UX London 2018 Lightning Talk - Raphaelle March, Behavioural Design Manager, Cowry Consulting

Editor's Notes

1. Team of psychoogists, mathematicians and designers who use behavioural economics to optimize and create user journeys and conversations. Traditional economics theory suggests, emotion experience and context, So to create effective user journeys, we need to design fo the wy people actually behave
2. We believe this can be achieved through a combination of
3. Not only ones, more and more brands are learning importance of behavioural economics Only 5 minutes so can’t do case studies but example of impact, 1 cta optimized using BE resulted in 200% uplift Non-believers
4. Not important thatyou got it wrong but that I knew you would based on the way we think
5. Not only important for mobile but also conversations, Stacey perfectly demonstrated the difference between visual and conversational design earlier, recency effect
6. 7+-2
7. Picture superiority and chunking
8. personalisation
9. Just 3 of 150 biases that affect, we use and teach others to use a toolkit of design principles to overcome these biases. Important to say some companies look like they’re using it, but in fact they just test, a lot. More important to know why it’s happening Talked about making journeys more fluent but friction for good – marco behavioural barriers