Ruth Schmidt is an Innovation Program Lead at Doblin, where she leads teams in applying design methods to solve complex user-centered innovation challenges for a variety of clients, as well as applying innovation and behavioral perspectives internally within organizations. She leads Doblin‘s Design capability, continually striving to find new ways to use design in all its forms—visual, strategic, behavioral—in the interest of better solutions and client experiences, and is frequently called on to provide a perspective on design thinking specific to HR and human capital challenges. Ruth led the development of Doblin’s Behavioral Design toolkit, which integrates key principles from behavioral economics with decades of user insights and business experience to build and de-risk innovation solutions. Ruth is also an adjunct faculty member at IIT’s Institute of Design, where she established the behavioral design curriculum, and has presented on behavioral economics and communication theory + design at multiple institutions and conferences. She received a BA in Semiotics from Brown University and a Masters of Design at the Institute of Design/IIT.

1. Ruth Schmidt, November 2016
POSITIVE
FRICTION
THE
POWER
OF

2. The Power of +FrictionCopyright © 2016 Deloitte Development LLC. All rights reserved. 2
USERINSIGHTS
+ BEHAVIORALECONOMICS
= BEHAVIORALDESIGN

3. The Power of +FrictionCopyright © 2016 Deloitte Development LLC. All rights reserved. 3

4. The Power of +FrictionCopyright © 2016 Deloitte Development LLC. All rights reserved. 4
FRICTION
IS USUALLY ASSUMED
TO BE NEGATIVE

5. The Power of +FrictionCopyright © 2016 Deloitte Development LLC. All rights reserved. 5
THUS, FREQUENTLY,THE
GOAL IS TO MAKE THINGS
TOOEASY NOT TODO

6. The Power of +FrictionCopyright © 2016 Deloitte Development LLC. All rights reserved. 6
BUT EFFICIENCY ≠
EFFECTIVENESS

7. The Power of +FrictionCopyright © 2016 Deloitte Development LLC. All rights reserved. 7
ASYSTEM WITH TOO FEWCHECKS AND
BALANCES LEDTO AHOUSINGCRISIS
OF AND UNDERWATER MORTGAGES…
THE RESULTOF TOO
LITTLE FRICTION

8. The Power of +FrictionCopyright © 2016 Deloitte Development LLC. All rights reserved. 8
POSITIVEFRICTION
STALLS USERBEHAVIOR
FORPOWERS OF GOOD

9. The Power of +FrictionCopyright © 2016 Deloitte Development LLC. All rights reserved. 9
A BUILT-IN WAITING PERIOD FOR
SPENDING,PRE-INTERNETS
CREDIT CARDSIN ICE?

10. The Power of +FrictionCopyright © 2016 Deloitte Development LLC. All rights reserved. 10
DISRUPT
CONSTRUCT
stop old behaviors
start new behaviors

11. The Power of +FrictionCopyright © 2016 Deloitte Development LLC. All rights reserved. 11
EXPANDCONSTRAIN
reinforce “correct”
behavior
explorenew
options
DISRUPT
CONSTRUCT
stop old behaviors
start new behaviors

12. The Power of +FrictionCopyright © 2016 Deloitte Development LLC. All rights reserved. 12
EXPANDCONSTRAIN
reinforce “correct”
behavior
explorenew
options
DISRUPT
CONSTRUCT
stop old behaviors
start new behaviors
SAVEME
FROM
MYSELF
QUESTION
ASSUMPTIONS
CREATE
NEW
HABITS
EXPLORE
THE NEW

13. The Power of +FrictionCopyright © 2016 Deloitte Development LLC. All rights reserved. 13
DISRUPT
CONSTRAIN
MATH PROBLEMSAS
POSITIVE
FRICTION
TO PREVENT
SENDING EMAILS
YOU’LLREGRET

14. The Power of +FrictionCopyright © 2016 Deloitte Development LLC. All rights reserved. 14
DISRUPT
CONSTRAIN
DON’T WANT TO
RUIN YOUR APPETITE
FORDINNER?

15. The Power of +FrictionCopyright © 2016 Deloitte Development LLC. All rights reserved. 15
DISRUPT
CONSTRAIN
HAVESOMEONE
TAKE‘EM AWAY

16. The Power of +FrictionCopyright © 2016 Deloitte Development LLC. All rights reserved. 16
DISRUPT
CONSTRAIN
NOT ALLFRICTION IS
EXTERNAL
CREATE ACONTRACT
WITH YOURSELF...OR
JUST WRITE ITDOWN

17. The Power of +FrictionCopyright © 2016 Deloitte Development LLC. All rights reserved. 17
CONSTRUCT
CONSTRAIN
PHOTOSANDSTORIES
ABOUT CUTE ANIMALS=
POSITIVE FRICTION
TO CREATE NEW BEHAVIORSAND
ADDRESS CLIMATE CHANGE

18. The Power of +FrictionCopyright © 2016 Deloitte Development LLC. All rights reserved. 18
CONSTRUCT
CONSTRAIN
COMPARISONSTOOTHERS=
POSITIVE FRICTION
BYMAKING MEPAUSEAND CONSIDER
HOW TO BETHE MEI WANT TO BE

19. The Power of +FrictionCopyright © 2016 Deloitte Development LLC. All rights reserved. 19
CONSTRUCT
CONSTRAIN
SOCIAL FEEDBACK AND
REINFORCEMENT IS
POSITIVE
FRICTION
THAT GIVESUSREASONS
TO TUNEIN AND ENGAGE

20. The Power of +FrictionCopyright © 2016 Deloitte Development LLC. All rights reserved. 20
DISRUPT
EXPAND
Afather and son arein a horriblecarcrash that
kills thedad. Theson is rushed tothe hospital;
just ashe’s about togo underthe knife, the
surgeon says “I can’toperate, that boy ismy son!”

21. The Power of +FrictionCopyright © 2016 Deloitte Development LLC. All rights reserved. 21
DISRUPT
EXPAND
SYMPHONYORCHESTRA IN THE70S
NOTICEDTHEIR COMPOSITIONWAS 90% MEN

22. The Power of +FrictionCopyright © 2016 Deloitte Development LLC. All rights reserved. 22
DISRUPT
EXPAND
50%HIGHERLIKELIHOOD OF
WOMENMAKING FINALS 2-5XINCREASE IN%OF
FEMALEMUSICIANS
POSITIVEFRICTION= BLIND AUDITIONS,WHICHLED TO

23. The Power of +FrictionCopyright © 2016 Deloitte Development LLC. All rights reserved. 23
CONSTRUCT EXPAND
THIS IS THE WORLD’S
MOSTUSELESS
HEDGE MAZE...
...SOMETIMESTHE
ABILITYTO
EXPLORE=
POSITIVE
FRICTION

24. The Power of +FrictionCopyright © 2016 Deloitte Development LLC. All rights reserved. 24
CONSTRUCT EXPAND
WORK =
INVESTMENT=
POSITIVE
FRICTION
IT’S CALLED THE IKEA EFFECT

25. The Power of +FrictionCopyright © 2016 Deloitte Development LLC. All rights reserved. 25
FRICTION
AT WORK

26. The Power of +FrictionCopyright © 2016 Deloitte Development LLC. All rights reserved. 26
SAVE ME FROMMYSELF
Limit control
Intentionally introduce waiting periods
Externalize… get it out of your head
Apply social pressure for good
DISRUPT
CONSTRAIN

27. The Power of +FrictionCopyright © 2016 Deloitte Development LLC. All rights reserved. 27
CREATE NEW HABITS
Make actions real and concrete
Show me what to do or where I stand
Create reasons to return
CONSTRUCT
CONSTRAIN

28. The Power of +FrictionCopyright © 2016 Deloitte Development LLC. All rights reserved. 28
QUESTION ASSUMPTIONS
Consider that there may be more than one right answer
Recognize when mental shortcuts rule
Remember different ≠ wrong
DISRUPT
EXPAND

29. The Power of +FrictionCopyright © 2016 Deloitte Development LLC. All rights reserved. 29
EXPLORETHE NEW
“Go slow to go fast”
Encourage structured exploration
Embrace the adjacent
Create opportunities for ownership
CONSTRUCT EXPAND

30. The Power of +FrictionCopyright © 2016 Deloitte Development LLC. All rights reserved. 30
Frozen:Solvinguser paralysis with
behavioral design (DUPress)
ruschmidt@deloitte.com
FRICTION+

31. About Deloitte
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and each of its member firms are legally separate and independent entities. DTTL (also referred to as “Deloitte Global”) does not provide services to clients. Please see
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Copyright © 2016 Deloitte Development LLC. All rights reserved.