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Transcript of Wendel o reilly_webinar_behavioraleconandproductdesign101_v7sw
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Behavioral Economics 101For Product Design
O’Reilly Webcast January 29, 2014
Steve Wendel (@sawendel) Principal Scientist, HelloWallet
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Help your users overcome obstacles
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What is it?
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What is it?
Thorndike et al. 2012 (American Journal of Public Health)
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So what’s a Habit?
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What’s Behavioral Economics?
Core lessons for product design
Habits and other stuff
A behavioral approach to product design
Topics
1
2
3
4
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Where I work, HelloWallet
Best in Class User Experience
Behavioral Science Driven Software Backed by Consumer
Finance Expertise
Community Partnerships
B2B SaaS Company
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To learn more
oreilly.com/go/behavior-change
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What is it?
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New books from researchers
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And practitioners
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What’s Behavioral Economics?
Core lessons for product design
Habits and other stuff
A behavioral approach to product design
Next Up – Core lessons for product design
1
2
3
4
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Defaults matter. A lot.
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And can be used practically in products
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Why? In part, “laziness”
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We’re fundamentally limited
attention
willpower
memory
handling complex decisions
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So build accordingly.
attention
willpower
memory
handling complex decisions
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Avoid unnecessary complexity
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In menus or anywhere else
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And automate where possible
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We’re unsure & look to our peers
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We’re often on autopilot
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What’s behavioral economics?
Core lessons for product design
Habits and other stuff
A behavioral approach to product design
Next Up – Habits and other stuff
1
2
3
4
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Many types of decision making
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So what’s a habit?
Adapted from ABC Model (eg Miltenberger 2011) and Duhigg 2012
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What can they be used for? The good…
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And the bad
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How to Form ‘em, Take 1
Repetition,with
Consistency
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How to Form ‘em, Take 1
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How to Form ‘em, Take 2
Invest: change
the process itself
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How to Form ‘em, Take 2
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Ain’t never gonna be a habit
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Nor is this
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Many different strategies to change them
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What’s Behavioral Economics?
Core lessons for product design
Habits and other stuff
A behavioral approach to product design
Next Up – A behavioral approach
1
2
3
4
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It doesn’t matter how awesome the product is
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Find the behavioral obstacles
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Figure out what to change / try
Component: To Do This: Try This:
Cue Cue Action Tell the User What The Action Is
Increase Power of Cue Create Clear Affordances
Increase Power of Cue Clear the Page of Distractions
Reaction Increase Trust Make Site Beautiful and Professional
Increase Interest & Trust Social Proof
Increase Interest & Trust Display Strong Authority on Subject
Bypass Automatic Rejection Be Authentic and Personal
Evaluation Increase Motivation Prime User-Relevant Associations
Increase Motivation Loss Aversion
Increase Motivation Peer Comparison
Increase Motivation Peer Competition
Increase Motivation Make the Rewards Vivid
Decrease Costs Default Everything
Decrease Costs Lessen Burden of User Action (cheat)
Decrease Costs Reduce information required for user to proceed (simplify)
Decrease Costs Avoid choice overload
Ability Increase Logistical Ability Implementation Intentions
Decrease Resource Constraints Automate
Increase Sense of Feasibility (Self-Efficacy) (Positive) Peer Comparison
Time Pressure Increase Urgency Frame text to avoid temporal myopia
Increase Urgency Remind of prior commitment to act
Increase Urgency Make it scarce Increase Urgency Make it time-sensitive
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Test, Test, Test
Controlled Experiments: The Gold Standard
Statistical Models w/ Controls
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You’ll get it wrong
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Summary
Behavioral econ: uses economics & psychology to understand quirks of behavior
We’re all fundamentally limited; design accordingly
Users are often on autopilot (habits, etc.)
Look for behavioral obstacles and rigorously test interventions
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Designing for Behavior Change
oreilly.com/go/behavior-change
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Comments? Suggestions?
@sawendel www.about.me/sawendel
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Thank You!