Anne Van Lieren from Livework, speaks at SDGC19 in Toronto. Often customers don’t behave as organisations want, or expect them to - as the majority of people move through their services in autopilot. The past four years at Livework, we have experienced the power of infusing service design with a refined mix of behavioural economics, consumer behaviour and psychology. We have developed a unique approach that goes beyond nudging. By getting people aware at the right time we have helped a wide range of clients to create lasting impact on behaviour change. Become a member! https://www.service-design-network.org Follow us on Twitter: https://twitter.com/sdnetwork Or on LinkedIn: https://www.linkedin.com/company/2933277 Like us on Facebook: https://www.facebook.com/ServiceDesignNetwork/ Behind-the-scenes on Instagram: https://www.instagram.com/servicedesignnetwork/

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Liveworkstudio.com London Oslo Rotterdam Livework Studio © 2019
Customer behaviour by design
Influencing behaviour beyond nudging
Anne van Lieren
Liveworkstudio.com London Rotterdam Sao Paulo Livework Studio © 2019

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Desire paths - the shortest
route from A to B

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People behave irrational most of the
time - but we can design for it.
Organisations assume people
make well thought through
decisions, but they don’t.

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Bridge service design with
behavioural science

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Behaviour follows from how people decide to act
People use two mindsets when making decisions
Subconscious
mindset
Rational
conscious mindset

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We use our subconscious mindset 95% of the time
95% of
the time
on
autopilot
...only
5% of
the time.
Subconscious
mindset
Rational
conscious mindset

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Let’s do an experiment
What is the color of the following things?

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Snow is...

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Clouds are...

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Paper is...

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Cows drink...

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We make 35.000 decisions
each day

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200+ cognitive patterns that describe how people think & act
Subconscious
mindset
Rational
conscious mindset

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Bandwagon effect - the power of other people

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Using cognitive patterns to influence behaviour
Our actions are
subconsciously
influenced by the
behaviour of others
“Nine out of ten people in your area
have paid their tax on time”
From 67% to 83% of late tax payers
that responded
https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/60539/BIT_FraudErrorDebt_accessible.pdf

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Influencing behaviour by facilitating the auto-pilot
Nudging
Influencing behaviour
unconsciously
Subconscious
mindset
Rational
conscious mindset

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Applying “nudge theory” in the real world
2 3
1
Academic journals, research
and (isolated) experiments
Real world problems, contexts
and user behaviour

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Influence behaviour on the (sub)conscious level1
Rational override
Make people
conscious & aware
Subconscious
mindset
Rational
conscious mindset
Nudging
Influencing
behaviour
subconsciously

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An example of a
rational override

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An example of a
rational override

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Influence behaviour on the (sub)conscious level1
Rational override
Make people
conscious & aware
Subconscious
mindset
Rational
conscious mindset
Nudging
Influencing
behaviour
subconsciously

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Reduce complaints
about penalty fares
for the national
railway
CLIENT CASE

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Influencing behaviour on 2 levels
Extra decision points -
rational override
Plan journey
Travel
without a
ticket
Ticket
inspection
Pay penalty
or receive
ticket
Considering
to complain
Submit a
complaint
Settlement /
Refusal
Everyday life
Priming - nudge
Checklists - rational
override
Penalty
Fare
Receipt
Social norm - nudge
Customer
Journey
1

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Micro moments of friction to let people stop & think1
https://www.nsb.no/en/about-nsb/contact-us/penalty-fare
Complaints were
reduced by more
than 70%.

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Combining interventions at the right moment in a
customer journey
Use nudges and rational overrides to either speed up or slow down the user’s momentum
RATIONAL
OVERRIDE
RATIONAL
OVERRIDE
NUDGE
2

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Using physical, digital and interactive interventions2
Plan journey
Travel
without a
ticket
Ticket
inspection
Pay penalty
or receive
ticket
Considering
to complain
Submit a
complaint
Settlement /
Refusal
Everyday life
Penalty
Fare
Receipt
Customer
Journey
Physical DigitalInteractive

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Design tailor-made interventions and optimize through
prototyping
3
Select ‘proven’ behavioural
intervention strategies
Apply it to the context and
design fitting solutions
Prototype with users to find
the optimal form to
operationalise it

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Reduce fraud in
travel insurance
CLIENT CASE

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Apply it to the context and design fitting solutions3
2 3
1
Commitment
contract
Social norm Extra decision point
A/B tests among 7000 users
showed significant reduction of
6% in fraud & improved the
customer experience.

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Many iterations to get the design right3
Intervention strategy:
Social Norm
Anne, did you know that almost all our insurance
customers provide an honest and accurate
description of what has happened?
Hi Anne!
Unsure of what we want you
to hand in or explain? Please
ask us, we are here!

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Three key principles that underpin our approach
Influence behaviour
on the (sub)
conscious level
2
Insert reinforcing
combinations over
time and
touchpoints
3
Design tailor-made
interventions and
optimize through
prototyping

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This bridge can help designers from being
intuitively competent to surgically
effective

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@liveworkstudio@theliveworker Livework Studio
Anne van Lieren
Service Designer
anne.vanlieren@liveworkstudio.com
Thanks!
Please reach out if you’d like to know more.