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People assume that they are rational, however 40 years of work in Behavioural Economics has shown this to be false. Emotions, prior experience and context all play a huge role in our decision making. In reality, if people were good at decision-making, they would know better than to smoke, they would wear sun cream and they certainly wouldn’t drink drive. Therefore, to create effective UX design, we must design for how people actually behave. Using the principles of Digital Behavioural Design, I will share the 3 most common pitfalls of UX design that (all) companies are guilty of and how to overcome these, allowing the user to achieve the desired behavioural outcome.