Presented by Yash Chheda (User Experience Researcher) at IDF Kochi on 11 October 2020

1. Apply Behavioural Design
Principles in UX
IDF Kochi
Presented by: Yash Chheda, User Experience Researcher
Linkedin: linkedin.com/in/yashchheda/
Portfolio: yashchheda.me

2. Apply principles in brain and behavioral
science to improve engagement and
persuade users who interact with your
product or service

3. Consider Zomato & Swiggy’s check-out screens

5. What is Behavioural Design

6. What is Persuasive Technology

7. Isn’t Behavioural Design just Psychology?

8. What can you do with it?

9. Primary Goal of applying Behavioural Design
principles to UX?
As users do not always have stable preferences
or act in their best interests, designers can guide
their decisions via strategic choice architecture

10. Goals with applying Behavioural Design principles to
UX?
IMPROVE USER EXPERIENCE!

11. Behavioural Principles in UX
● Halo Effect
● Peak-End Rule
● Price Anchoring
● Negativity Bias
● Choice Paradox
● Zeigarnik effect
● Ovsiankina effect

12. Halo Effect

17. Peak-End Rule

20. Price Anchoring

23. Negativity Bias

24. Choice Paradox

26. Zeigarnik effect + Ovsiankina effect

28. Benefits to Users
● Improved user experience
● Reduced cognitive load
● Faster progress towards aha-moment during onboarding
● Faster mastery of product
● Easier decision-making

29. Benefits to Designers
● Improved user engagement
● Improved onboarding flow
● Improved user retention
● Increased customer LTV
● Increased revenues

30. Ethics in Behavioural Design

31. Dark Patterns

32. Further reading
● Design of Everyday Things - Don Norman
● Psychology for Designers - Joe Leech
● 100 things every designer needs to know
about people - Susan Weinschenk
● Hooked - Nir Eyal

33. Even Further reading
● Predictably Irrational - Dan Ariely
● Thinking fast & slow - Daniel Kahneman
● Influence - Robert Cialdini
● Pre-suasion - Robert Cialdini

34. Apply Behavioural Design
Principles in UX
IDF Kochi
11 October 2020
Contact: Yash Chheda, User Experience Researcher
Linkedin: linkedin.com/in/yashchheda/