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Ruth Schmidt // The Power of Positive Friction // Service Experience Conference2016

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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.

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Ruth Schmidt // The Power of Positive Friction // Service Experience Conference2016

  1. 1. Ruth Schmidt, November 2016 POSITIVE FRICTION THE POWER OF
  2. 2. The Power of +FrictionCopyright © 2016 Deloitte Development LLC. All rights reserved. 2 USERINSIGHTS + BEHAVIORALECONOMICS = BEHAVIORALDESIGN
  3. 3. The Power of +FrictionCopyright © 2016 Deloitte Development LLC. All rights reserved. 3
  4. 4. The Power of +FrictionCopyright © 2016 Deloitte Development LLC. All rights reserved. 4 FRICTION IS USUALLY ASSUMED TO BE NEGATIVE
  5. 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. 6. The Power of +FrictionCopyright © 2016 Deloitte Development LLC. All rights reserved. 6 BUT EFFICIENCY ≠ EFFECTIVENESS
  7. 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. 8. The Power of +FrictionCopyright © 2016 Deloitte Development LLC. All rights reserved. 8 POSITIVEFRICTION STALLS USERBEHAVIOR FORPOWERS OF GOOD
  9. 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. 10. The Power of +FrictionCopyright © 2016 Deloitte Development LLC. All rights reserved. 10 DISRUPT CONSTRUCT stop old behaviors start new behaviors
  11. 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. 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. 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. 14. The Power of +FrictionCopyright © 2016 Deloitte Development LLC. All rights reserved. 14 DISRUPT CONSTRAIN DON’T WANT TO RUIN YOUR APPETITE FORDINNER?
  15. 15. The Power of +FrictionCopyright © 2016 Deloitte Development LLC. All rights reserved. 15 DISRUPT CONSTRAIN HAVESOMEONE TAKE‘EM AWAY
  16. 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. 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. 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. 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. 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. 21. The Power of +FrictionCopyright © 2016 Deloitte Development LLC. All rights reserved. 21 DISRUPT EXPAND SYMPHONYORCHESTRA IN THE70S NOTICEDTHEIR COMPOSITIONWAS 90% MEN
  22. 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. 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. 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. 25. The Power of +FrictionCopyright © 2016 Deloitte Development LLC. All rights reserved. 25 FRICTION AT WORK
  26. 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. 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. 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. 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. 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. 31. About Deloitte Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee (“DTTL”), its network of member firms, and their related entities. DTTL 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 www.deloitte.com/about for a detailed description of DTTL and its member firms. Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. Certain services may not be available to attest clients under the rules and regulations of public accounting. Copyright © 2016 Deloitte Development LLC. All rights reserved.

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