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Behavioural Service Design - IC Digibytes March 2020
- 1. behavioural service design infosys consulting digibytes nick edell 13 march 2020
- 2. what is behavioural design?
- 3. user-centric solutions of service design deep insights of behavioural science behavioural design
- 4. “If behaviour is your outcome and science is your process, you’re a behavioural scientist. No PhD required.” matt wallaert author, start at the end chief behavioural officer, clover health
- 5. ‘Are you a behavioural scientist?’ *laughs nervously ‘No, I’m (kind of) a service designer, I just find this really interesting.’ ‘Well then, you’re a behavioural designer, you just don’t know it yet.’ warwick behavioural science summit 2019 lauren kelly https://behaviour.studio
- 6. behavioural psychology • the study of the effects of psychological, cognitive, emotional, cultural and social factors on the decisions of individuals and institutions • discovering patterns in actions and behaviour
- 7. behavioural economics • the study of the effects of psychological, cognitive, emotional, cultural and social factors on the economic decisions of individuals and institutions • how those decisions vary from those implied by classical economic theory
- 8. evolution of behavioural economics 1955 Bounded Rationality Herbet Simon the idea that humans are not consistently rational 1979 Prospect Theory Amos Tversky + Daniel Kahneman people think in terms of expected utility relative to a reference point (e.g. current wealth) rather than absolute outcomes 1994 Harvard first Behavior Economics professor hired 2006 Stumbling on Happines Daniel Gilbert 1988 Studies on how behaviours impact economic decisions Hersh Shefrin & Richard Thaler 1999 Quarterly Journal of Economics dedicated an entire issue to behavioral economics 2008 Predictably Irrational Dan Ariely Nudge Cass Sunstein Richard Thale Behavioural Insights Grou founded
- 9. evolution of behavioural economics
- 10. the brain • we like to think we are rational beings, making well thought out, considered decisions • however, in order to respond quickly to situations, we have evolved to make and use mental shortcuts that bypass considered decision making • these are called cognitive biases or heuristics
- 11. cognitive baises / heuristics there are 188 well-documented biases split into 3 areas • decision-making, belief, and behavioural biases • social biases • memory errors and biases
- 15. nudging • indirect suggestive actions and positive reinforcement can nudge people’s decision making processes • often more effective than direct instruction, legislation or enforcement
- 16. framing • how choices can be put across in a way that highlights positive, negative or unexpected aspects of the same decision • choice architecture
- 17. norms • how other people act and behave around us strongly influences our own behaviour • BIT tested adding a notice that most people pay their taxes on time to letters sent from HMRC, payment rates increased significantly https://en.wikipedia.org/wiki/Behavioural_Insights_Team
- 18. defaults • thinking has a cognitive load, so when people are recommended an option, or are told that it’s the go to / default option they often take the path of least resistance
- 19. scarcity • people value things more highly when they believe those items to be rare or a scarce resource
- 20. priming • actions are often influenced by subconscious cues
- 21. behavioural service design • service / experience design informed by behaviour change science • analyses conscious and subconscious influences • designed and measured based on the positive impact on people or the business
- 22. problem space (lean) • identify business insight / problem • define users • journey map ‘as is’ journey - behaviour maps - pain points - decision points - behavioural pressures - inhibitory cues (reasons not to do something) - promotion cues (reasons to do something)
- 23. solution space • ideate behavioural levers - behaviour scenarios - choice architecture and other levers - ethics check • prototype using inhibitory and promotional levers • multiple realtime users tests • iterate designs
- 24. ethics • conscious ‘hard’ levers • sub-conscious ‘soft’ levers • ethics check as founding design / experience principle • repeatedly check throughout project
- 25. further reading / viewing
- 26. dan ariely are we in control of our own decisions? https://www.ted.com rory sutherland behavioural economics https://www.42courses.com cass sunstein + richard thaler - nudge theory https://yalebooks.co.uk matt wallaert - start at the end https://www.mattwallaert.com susan weinschenk - 100 things every designer needs to know about people (voices that matter) https://en.wikipedia.org/wiki/Susan_Weinschenk https://behaviour.studio https://www.behavioraleconomics.com