Mobile UX London 2018 Lightning Talk - Raphaelle March, Behavioural Design Manager, Cowry Consulting
People assume that they are rational, however 40 years of work in Behavioural Economics has shown this to be false. Emotions, prior experience and context all play a huge role in our decision making. In reality, if people were good at decision-making, they would know better than to smoke, they would wear sun cream and they certainly wouldnt drink drive. Therefore, to create effective UX design, we must design for how people actually behave. Using the principles of Digital Behavioural Design, I will share the 3 most common pitfalls of UX design that (all) companies are guilty of and how to overcome these, allowing the user to achieve the desired behavioural outcome.
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Editor's Notes
- #2: Team of psychoogists, mathematicians and designers who use behavioural economics to optimize and create user journeys and conversations. Traditional economics theory suggests, emotion experience and context, So to create effective user journeys, we need to design fo the wy people actually behave
- #3: We believe this can be achieved through a combination of
- #4: Not only ones, more and more brands are learning importance of behavioural economics Only 5 minutes so cant do case studies but example of impact, 1 cta optimized using BE resulted in 200% uplift Non-believers
- #6: Not important thatyou got it wrong but that I knew you would based on the way we think
- #12: Not only important for mobile but also conversations, Stacey perfectly demonstrated the difference between visual and conversational design earlier, recency effect
- #13: 7+-2
- #14: Picture superiority and chunking
- #15: personalisation
- #17: Just 3 of 150 biases that affect, we use and teach others to use a toolkit of design principles to overcome these biases. Important to say some companies look like theyre using it, but in fact they just test, a lot. More important to know why its happening Talked about making journeys more fluent but friction for good marco behavioural barriers