3 Ways the IoT enhances behavioural design
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Transcript of 3 Ways the IoT enhances behavioural design
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3 Ways the enhances
@_bernardofnBernardo Nunes
bernardofn/
INTERNET OF THINGS BEHAVIOURAL
DESIGN
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By 2020, there will be >20 billion interconnected devices@HPE
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@dashbuttondudes
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Set it Press it Get it
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CAPTOLOGY
Computers Persuasion
Web sites
Smartphones
Video games
Virtual Reality
Wearables
Smart Homes
Behaviour
Attitudes
Motivation
World view
Compliance
@bjfogg
@captologyComputers As Persuasive Technologies
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@Health_IT
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@fitbit
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Mechanisms for the sophisticated and conscientious
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@Princellewelyn
Ostrich effectMotivated Avoidance or Rejection of Information About Goal
Progress
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Convenience Life optimizationi
Personal DataEfficiency
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Redesign of value chains
Observational data
Causal inference
3 ways the IoT enhances Behavioural Design
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IoT facilitates the collection of psychometrics
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@michalkosisnski
“ Our smartphone, … , is a vast psychological questionnaire that we are constantly filling out, both consciously and unconsciously. “
Michal Kosisnki
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discovermyprofile.com
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68 Likes political view, sexual orientation, cognitive ability, religion, alcohol, smoking, drugs.
70 Likes
> friends
150 Likes
300 Likes
> parents> partner
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applymagicsauce.com
Trait prediction engine
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@CamAnalytica
Psychometrics
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Election canvassing
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IoT reduces the adverse selection
problem in the insurance sector
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Pricing process = standard discount + personality discount (from a Personality Quiz)
@AdmiralUK
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Collects badges from: safe driving skills + driving times + reviewing the app
@AvivaUK
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IoT improves the customer experiencein the travelling industry
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@Booking.com
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@Booking.com
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Subject groupings with Machine Learning
BrugesViennaVerona
BrugesViennaVerona
RomanticRoman ruinsPhotography
Historical-landmarks
RhodesBayahibe
Kho Phi Phi
DivingSnorkellingSun-bathing
Walking with kids
LisbonSydney
Liverpool
BusinessShopping
MonumentsDiverse food
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AB test with 34 Mi. usersEmail marketing campaign
10% uplift in net conversion
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Booking.com Booking Experiences app
Mobile-led experiencePersonalised in-destination experience
Machine learning to predict individual traveller intent All on demand, with hassle-free payment and priority queueing
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WhatSubfield in machine learning
WhyLearn a predictive preference model
HowFrom observed behaviour
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IoT personalises behaviour change
interventions
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Impersonal default rules
“ Some of these rules do a great deal of
good, but others might be poorly chosen,
perhaps because those who select them
are insufficiently informed, perhaps
because they are self-interested, perhaps
because one size does not fit all. “
@CassSunstein
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“ This report focuses on the more automatic or context-based drivers of behaviour, including the surrounding ‘choice environment’. “
@cabinetoffice
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“ Attract attention. We are more likely to do something that our
attention is drawn towards. Ways of doing this include the use of
images, colour or personalisation. “
@B_I_Tweets
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Data
BE
UX
“ Designing for behaviour change integrates behavioural research, pragmatic product development,
and rigorous data analysis. “
@sawendel
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3S
Shop + Share + Socialise
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45%
40%
15%
Adults spend around 3h online per day
@AIBUK
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@Wealthfront
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@pensionbee
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@moneyboxteam
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CreativeMarketing
Coding +Automation
BehaviouralPsychology
Data +Testing
LeanMarketing
Technical Marketing
UX improvement
Conversion Rate Optimization
GROWTHHACKING
@clara_buchanan
@GrowthTribe
Growth Hacking
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@GrowthTribe
AcquisitionGetting them to sign up
ActivationUsers get a great first user experience
RetentionMaking sure users come back
ReferralGetting users to invite others
RevenueSell, upsell, cross sell
AwarenessGetting people to visit your website
Conversion Funnel
@davemcclure
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Acquisition
Activation
Retention
Referral
Revenue
AwarenessSimplify messages + Salience
Defaults + Timely
Priming + Ego + Affect
Commitments + Incentives
Social + Norms
Behavioural Economics 2.0
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Redesign of value chains
Observational data
Causal inference
3 ways the IoT enhances Behavioural Design
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@_bernardofn
Bernardo Nunes
bernardofn/