Apply insights gleaned from #behavioraldesign & #persuasion research to your design process to create a massive impact on #userexperience, improve engagement and persuade users to take action. Presented by Yash Chheda, Senior User Experience Design Lead at Experion Technologies.

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 Behavioural Design
Behavioural Design is the application of behavioural sciences –
cognitive neuroscience, behavioural economics and proven
experiments to change human behaviour.

7. What is Persuasive Technology

8. What is Persuasive Technology
Persuasive technology—a term coined by Stanford researcher
B.J. Fogg—involves incorporating insights from psychology into
the design of products like mobile apps and wearables. The goal
is to modify people’s habits and beliefs.

9. What is Persuasive Technology
● Motivation
● Ability
● Triggers

10. Isn’t Behavioural Design just Psychology?

11. Isn’t Behavioural Design just Psychology?
Behavioral science is by definition focused on behavior, that is
readily observable responses to external stimuli.
Psychology is a broader term incorporating behaviors, yes, but
also attitudes/emotions, and cognitions/thoughts.

12. What can I do with Behavioural Design?

13. 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

14. Behavioural Principles in UX

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

16. Halo Effect

21. Peak-End Rule

22. Peak-End Rule
People judge an experience largely based on how they felt at its
peak and at its end, rather than the total sum or average of
every moment of the experience.

25. Price Anchoring

26. Price Anchoring
We tend to rely heavily on one piece of information when we
make decisions. We often anchor on the first piece of
information we are introduced to and judge all subsequently
received information in relation to it.

28. Price Anchoring

29. Negativity Bias

30. Negativity Bias
Negativity bias is the tendency for humans to pay more
attention, or give more weight to negative experiences over
neutral or positive experiences. Even when negative experiences
are inconsequential, humans tend to focus on the negative.

31. Choice Paradox

32. Choice Paradox

33. Zeigarnik effect + Ovsiankina effect

34. Zeigarnik effect + Ovsiankina effect

35. Benefits to Users

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

37. Benefits to Designers

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

39. Dark Patterns

40. Dark Patterns
The world of interaction design is full of “dark patterns“, which
are manipulative ways to present choices to us in such a way
that they manipulate us into making a specific decision, whether
we want it or not.

41. Ethics in Behavioural Design

42. Ethics in Behavioural Design
Behavioural Design is dark wisdom. The difference between positive influence and
manipulation is a very fragile line. In the end, we have to be aware that
Behavioural Design is about using deliberate action and techniques to influence
the behaviour of the other in the direction you want.

43. Round-up

44. 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

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