Beyond Good & Evil: Behavioral Economics & Information Architecture

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Johnny Schroepfer

Presentation by Johnny Schroepfer and John Balz at the 2013 IA Summit.

Tecnología Economía y finanzas

BEYOND GOOD & EVIL
HOW BE & IA CREATE TRANSFORMATIVE DESIGN IDEAS

@nudgeblog + @jschrep
#ChoiceArchitecture

BEHAVIOR
CHANGE

Behavioral
Behavior
Information
Economics Change Architecture

THE
TENSION

The inherent tension between what’s best for the
bottom line and what’s best for the user is often lost in
translation.

…But we all know a little something about how
humans behave.

MAKE IT A SURPRISE

CLIENT / PROJECT / 00.00.00 PAGE 8

MAKE IT A SURPRISE

CLIENT / PROJECT / 00.00.00 PAGE 9

Who you are takes a back seat
to the context you move in.

Small and apparently insigniﬁcant details can have
major impacts on behavior.

MAKE IT A SURPRISE

CLIENT / PROJECT / 00.00.00 PAGE 18

Stop thinking in clicks, likes, comments, or shares
Start thinking about more unique content.

Stop thinking in account registrations
Start thinking about valuable services.

Stop thinking in click to chat as low cost alternative
Start thinking about simple, intuitive interfaces.

Stop thinking it’ll be okay in Phase 2
Start thinking about solving the core issue.

“By anticipating what’s next, we can react to today’s
concerns but also build long-term value for people and
businesses.” – Future Friendly

#SmashAndGrab

THANK YOU

@nudgeblog + @jschrep
#ChoiceArchitecture

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In the Experience Economy, capturing the real customer experience is more important than ever. But the proliferation of digital technology has both multiplied and changed the nature of customer touchpoints, making this task more complex. In addition, recent thinking from behavioural economics tells us it is not always straightforward to get to a true understanding of our customers' experiences. The reasons people do things may be a mystery to themselves, let alone market researchers. In the talk I look at the shift in the customer landscape and our understanding of ourselves, before looking at practical ways to capture the real customer experience with examples from the nativeye insight platform.

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Beyond Good & Evil: Behavioral Economics & Information Architecture

1. BEYOND GOOD & EVIL HOW BE & IA CREATE TRANSFORMATIVE DESIGN IDEAS @nudgeblog + @jschrep #ChoiceArchitecture

4. BEHAVIOR CHANGE Behavioral Behavior Information Economics Change Architecture

5. THE TENSION The inherent tension between what’s best for the bottom line and what’s best for the user is often lost in translation.

6. …But we all know a little something about how humans behave.

8. MAKE IT A SURPRISE CLIENT / PROJECT / 00.00.00 PAGE 8

9. MAKE IT A SURPRISE CLIENT / PROJECT / 00.00.00 PAGE 9

10. CLIENT / PROJECT / 00.00.00 PAGE 10

11. Who you are takes a back seat to the context you move in.

12.

13. Small and apparently insigniﬁcant details can have major impacts on behavior.

14.

15.

16.

17. Example BE

18. MAKE IT A SURPRISE CLIENT / PROJECT / 00.00.00 PAGE 18

19.

20.

21.

22. Stop thinking in clicks, likes, comments, or shares Start thinking about more unique content.

23. Stop thinking in account registrations Start thinking about valuable services.

24. Stop thinking in click to chat as low cost alternative Start thinking about simple, intuitive interfaces.

25. Stop thinking it’ll be okay in Phase 2 Start thinking about solving the core issue.

26. “By anticipating what’s next, we can react to today’s concerns but also build long-term value for people and businesses.” – Future Friendly #SmashAndGrab

27. #GrandmaTest

28. CLIENT / PROJECT / 00.00.00 PAGE 28

29. CLIENT / PROJECT / 00.00.00 PAGE 29

30. CLIENT / PROJECT / 00.00.00 PAGE 30

31. CLIENT / PROJECT / 00.00.00 PAGE 31

32. THANK YOU @nudgeblog + @jschrep #ChoiceArchitecture

Beyond Good & Evil: Behavioral Economics & Information Architecture

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