The Benefits of Using Choice Architecture in Digital Marketing

•

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Paul Wood

Presentation from Digital Olympus - 6th December 2016.

Marketing

@paulwould
The Official Dogma of
all western industrial
societies
Barry Schwartz - The Paradox of Choice

@paulwould
161 products
Filter by
1. Instant or traditional?
2. Brands (x 20)
3. Options
a. Healthy
b. On offer
c. New
d. Top offers
4. Dietary and lifestyle (x 11)
Do I sprinkle with berries or
not?

@paulwould
Worst Best
Satisficer vs Maximiser
Making choices...

@paulwould
Worst Best
Will be happy as long as she /
he avoids the worst result
Satisficer

@paulwould
Set search criteria
Find result that
ticks all boxes
Make choice
Satisficer

@paulwould
Worst Best
Won’t be happy unless she / he
achieves the best possible result
Maximiser

@paulwould
Aim for perfection
Search, test,
research, test,
search, read,
research, test...
Make choice
Maximiser

@paulwould
Lots of tasty dishes to choose
from
Choose the one you’ve had
before (many times) because
you know it won’t be the worst

@paulwould
Mental energy is
more than a mere
metaphor
Daniel Kahneman - Thinking, Fast and Slow

@paulwould
Red Bull does
give you
wings, sort of...

@paulwould
The nervous system
consumes more glucose
than any other part of the
body
Daniel Kahneman - Thinking, Fast and Slow
Effortful mental activity
appears to be especially
expensive in the currency of
glucose

@paulwould
A choice architect has
responsibility for organising
the context in which people
make decisions
Thaler & Sunstein - Nudge

@paulwould
Incentives Mapping Defaults
Feedback Errors Structure

@paulwould
The incentive is that
it will take such little
energy to try, you’ve
got nothing to lose

@paulwould
How much storage
space do I need?
Mapping the
experience I will get
helps me to decide

@paulwould
What is the normal
amount and
frequency to donate
to charity? Setting a
default helps me to
decide

@paulwould
Did I add the correct
product to cart? A
clear piece of
feedback on the site
helps me to confirm

@paulwould
The thing I’ve
searched for isn’t
showing. By
expecting an error,
the website has given
me some next steps

@paulwould
How much data do I
need? This website
has structured this
complex concept and
made it tangible

@paulwould
Feedback + Expect Error + Incentive

@paulwould
Error + Structure + Incentive + Default

@paulwould
How to become a choice architect
Start Choice Made
Work backwards from the choice

@paulwould
Start Choice Made
Identify where choices and decisions must be
made by your customer
Remove the unnecessary stepsSimplify the tough parts

@paulwould
Start Choice Made
Design a journey that takes the customer from
a need to a satisfactory decision with as little
wasted energy as possible

@paulwould
What should my customer
see first?
Where should they end up?

@paulwould
Clear Instruction
Map the experience to the
customer’s real life
Provide a default

@paulwould
This was the impact
of the UK government
introducing pension
enrolment by default

@paulwould
Barry Schwartz Daniel Kahneman Richard Thaler Cass Sunstein

@paulwould
Accept your role as a
choice architect and
make your customer’s
lives better!
Thank You
Paul Wood
www.indulgemedia.com

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The Benefits of Using Choice Architecture in Digital Marketing

1. Benefits of Using Choice Architecture in Digital Marketing Paul Wood | Indulge Media

2. @paulwould Choice?

3. @paulwould The Official Dogma of all western industrial societies Barry Schwartz - The Paradox of Choice

4. @paulwould Welfare Freedom Choice

9. @paulwould About 99,800,000 results Showing 1 - 20 of 206 results Filter by 1. Price 2. Brand 3. Delivery method 4. Customer rating 5. Type 6. Capacity 7. Spin speed 8. Noise level 9. Energy rating 10. Size 11. Display 12. Quick wash 13. Half load 14. Colour 15. Warranty 16. “Our experts love”

10. @paulwould About 99,800,000 results Showing 1 - 20 of 206 results Filter by 1. Price 2. Brand 3. Delivery method 4. Customer rating 5. Type 6. Capacity 7. Spin speed 8. Noise level 9. Energy rating 10. Size 11. Display 12. Quick wash 13. Half load 14. Colour 15. Warranty 16. “Our experts love”

11. @paulwould About 99,800,000 results Showing 1 - 20 of 206 results Filter by 1. Price 2. Brand 3. Delivery method 4. Customer rating 5. Type 6. Capacity 7. Spin speed 8. Noise level 9. Energy rating 10. Size 11. Display 12. Quick wash 13. Half load 14. Colour 15. Warranty 16. “Our experts love”

12. @paulwould 161 products Filter by 1. Instant or traditional? 2. Brands (x 20) 3. Options a. Healthy b. On offer c. New d. Top offers 4. Dietary and lifestyle (x 11) Do I sprinkle with berries or not?

13. @paulwould 161 products Filter by 1. Instant or traditional? 2. Brands (x 20) 3. Options a. Healthy b. On offer c. New d. Top offers 4. Dietary and lifestyle (x 11) Do I sprinkle with berries or not?

14. @paulwould 161 products Filter by 1. Instant or traditional? 2. Brands (x 20) 3. Options a. Healthy b. On offer c. New d. Top offers 4. Dietary and lifestyle (x 11) Do I sprinkle with berries or not?

15. @paulwould Worst Best Satisficer vs Maximiser Making choices...

16. @paulwould Worst Best Will be happy as long as she / he avoids the worst result Satisficer

17. @paulwould Set search criteria Find result that ticks all boxes Make choice Satisficer

18. @paulwould Worst Best Won’t be happy unless she / he achieves the best possible result Maximiser

19. @paulwould Aim for perfection Search, test, research, test, search, read, research, test... Make choice Maximiser

20. @paulwould Lots of tasty dishes to choose from Choose the one you’ve had before (many times) because you know it won’t be the worst

21. @paulwould Lots of tasty dishes to choose from Choose the one you’ve had before (many times) because you know it won’t be the worst

22. @paulwould Mental energy is more than a mere metaphor Daniel Kahneman - Thinking, Fast and Slow

23. @paulwould Red Bull does give you wings, sort of...

24. @paulwould The nervous system consumes more glucose than any other part of the body Daniel Kahneman - Thinking, Fast and Slow Effortful mental activity appears to be especially expensive in the currency of glucose

25. @paulwould A choice architect has responsibility for organising the context in which people make decisions Thaler & Sunstein - Nudge

26. @paulwould Incentives Mapping Defaults Feedback Errors Structure

27. @paulwould The incentive is that it will take such little energy to try, you’ve got nothing to lose

28. @paulwould How much storage space do I need? Mapping the experience I will get helps me to decide

29. @paulwould What is the normal amount and frequency to donate to charity? Setting a default helps me to decide

30. @paulwould Did I add the correct product to cart? A clear piece of feedback on the site helps me to confirm

31. @paulwould The thing I’ve searched for isn’t showing. By expecting an error, the website has given me some next steps

32. @paulwould How much data do I need? This website has structured this complex concept and made it tangible

33. @paulwould Feedback + Expect Error + Incentive

34. @paulwould Structure + Incentive

35. @paulwould Error + Structure + Incentive + Default

36. @paulwould Error + Feedback + Incentive

37. @paulwould How to become a choice architect Start Choice Made Work backwards from the choice

38. @paulwould Start Choice Made Identify where choices and decisions must be made by your customer Remove the unnecessary stepsSimplify the tough parts

39. @paulwould Start Choice Made Design a journey that takes the customer from a need to a satisfactory decision with as little wasted energy as possible

40. @paulwould What should my customer see first? Where should they end up?

41. @paulwould Clear Instruction Map the experience to the customer’s real life Provide a default

42. @paulwould This was the impact of the UK government introducing pension enrolment by default

43. @paulwould Barry Schwartz Daniel Kahneman Richard Thaler Cass Sunstein

44. @paulwould Accept your role as a choice architect and make your customer’s lives better! Thank You Paul Wood www.indulgemedia.com

The Benefits of Using Choice Architecture in Digital Marketing

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