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The Benefits of Using Choice Architecture in Digital Marketing

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Presentation from Digital Olympus - 6th December 2016.

Published in: Marketing
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The Benefits of Using Choice Architecture in Digital Marketing

  1. 1. Benefits of Using Choice Architecture in Digital Marketing Paul Wood | Indulge Media
  2. 2. @paulwould Choice?
  3. 3. @paulwould The Official Dogma of all western industrial societies Barry Schwartz - The Paradox of Choice
  4. 4. @paulwould Welfare Freedom Choice
  5. 5. @paulwould
  6. 6. @paulwould
  7. 7. @paulwould
  8. 8. @paulwould
  9. 9. @paulwould About 99,800,000 results Showing 1 - 20 of 206 results Filter by 1. Price 2. Brand 3. Delivery method 4. Customer rating 5. Type 6. Capacity 7. Spin speed 8. Noise level 9. Energy rating 10. Size 11. Display 12. Quick wash 13. Half load 14. Colour 15. Warranty 16. “Our experts love”
  10. 10. @paulwould About 99,800,000 results Showing 1 - 20 of 206 results Filter by 1. Price 2. Brand 3. Delivery method 4. Customer rating 5. Type 6. Capacity 7. Spin speed 8. Noise level 9. Energy rating 10. Size 11. Display 12. Quick wash 13. Half load 14. Colour 15. Warranty 16. “Our experts love”
  11. 11. @paulwould About 99,800,000 results Showing 1 - 20 of 206 results Filter by 1. Price 2. Brand 3. Delivery method 4. Customer rating 5. Type 6. Capacity 7. Spin speed 8. Noise level 9. Energy rating 10. Size 11. Display 12. Quick wash 13. Half load 14. Colour 15. Warranty 16. “Our experts love”
  12. 12. @paulwould 161 products Filter by 1. Instant or traditional? 2. Brands (x 20) 3. Options a. Healthy b. On offer c. New d. Top offers 4. Dietary and lifestyle (x 11) Do I sprinkle with berries or not?
  13. 13. @paulwould 161 products Filter by 1. Instant or traditional? 2. Brands (x 20) 3. Options a. Healthy b. On offer c. New d. Top offers 4. Dietary and lifestyle (x 11) Do I sprinkle with berries or not?
  14. 14. @paulwould 161 products Filter by 1. Instant or traditional? 2. Brands (x 20) 3. Options a. Healthy b. On offer c. New d. Top offers 4. Dietary and lifestyle (x 11) Do I sprinkle with berries or not?
  15. 15. @paulwould Worst Best Satisficer vs Maximiser Making choices...
  16. 16. @paulwould Worst Best Will be happy as long as she / he avoids the worst result Satisficer
  17. 17. @paulwould Set search criteria Find result that ticks all boxes Make choice Satisficer
  18. 18. @paulwould Worst Best Won’t be happy unless she / he achieves the best possible result Maximiser
  19. 19. @paulwould Aim for perfection Search, test, research, test, search, read, research, test... Make choice Maximiser
  20. 20. @paulwould Lots of tasty dishes to choose from Choose the one you’ve had before (many times) because you know it won’t be the worst
  21. 21. @paulwould Lots of tasty dishes to choose from Choose the one you’ve had before (many times) because you know it won’t be the worst
  22. 22. @paulwould Mental energy is more than a mere metaphor Daniel Kahneman - Thinking, Fast and Slow
  23. 23. @paulwould Red Bull does give you wings, sort of...
  24. 24. @paulwould The nervous system consumes more glucose than any other part of the body Daniel Kahneman - Thinking, Fast and Slow Effortful mental activity appears to be especially expensive in the currency of glucose
  25. 25. @paulwould A choice architect has responsibility for organising the context in which people make decisions Thaler & Sunstein - Nudge
  26. 26. @paulwould Incentives Mapping Defaults Feedback Errors Structure
  27. 27. @paulwould The incentive is that it will take such little energy to try, you’ve got nothing to lose
  28. 28. @paulwould How much storage space do I need? Mapping the experience I will get helps me to decide
  29. 29. @paulwould What is the normal amount and frequency to donate to charity? Setting a default helps me to decide
  30. 30. @paulwould Did I add the correct product to cart? A clear piece of feedback on the site helps me to confirm
  31. 31. @paulwould The thing I’ve searched for isn’t showing. By expecting an error, the website has given me some next steps
  32. 32. @paulwould How much data do I need? This website has structured this complex concept and made it tangible
  33. 33. @paulwould Feedback + Expect Error + Incentive
  34. 34. @paulwould Structure + Incentive
  35. 35. @paulwould Error + Structure + Incentive + Default
  36. 36. @paulwould Error + Feedback + Incentive
  37. 37. @paulwould How to become a choice architect Start Choice Made Work backwards from the choice
  38. 38. @paulwould Start Choice Made Identify where choices and decisions must be made by your customer Remove the unnecessary stepsSimplify the tough parts
  39. 39. @paulwould Start Choice Made Design a journey that takes the customer from a need to a satisfactory decision with as little wasted energy as possible
  40. 40. @paulwould What should my customer see first? Where should they end up?
  41. 41. @paulwould Clear Instruction Map the experience to the customer’s real life Provide a default
  42. 42. @paulwould This was the impact of the UK government introducing pension enrolment by default
  43. 43. @paulwould Barry Schwartz Daniel Kahneman Richard Thaler Cass Sunstein
  44. 44. @paulwould Accept your role as a choice architect and make your customer’s lives better! Thank You Paul Wood www.indulgemedia.com

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