Service design & BE London 2016

Diciembre 2016 © Copyright Insitum 2016

Think Before you Do: Service Design and Behavioral Economics

Luis Arnal

#designthinking @insitum@luisarnal

WE HELP ORGANIZATIONS SOLVE COMPLEX, STRATEGIC, AMBIGUOUS PROBLEMS THROUGH PEOPLE-CENTERED APPROACHES

MOST OF THESE PROBLEMS CAN BE SOLVED BY INNOVATING PRODUCTS, SERVICES, BRANDS, PROCESSES, EXPERIENCES.SUCH AS: DESIGN THINKING, LEAN

PROCESSES, ETHNOGRAPHIC RESEARCH, USER EXPERIENCE DEFINITION, BEHAVIORAL SCIENCE, INNOVATION CONSULTING, ETC.

CHICAGOBARCELONAMÉXICO CITYBOGOTÁLIMASÃO PAULOBUENOS AIRES

WE WORK WITH LEADING COMPANIES

A few years ago...

CREDIT: FOLLYGRAPH, 38 WAYS TO MAKE A PERFECT COFFEE - 2ND EDITION

CREDIT: FOLLYGRAPH, 38 WAYS TO MAKE A PERFECT COFFEE (CROPPED IMAGE)

A few years ago...

Behavioral Economics Stoicism & other

philosophy schools

Positive Psychology

Design Research

Data ScienceData

Visualization

Political Science

Service Design +

Organizational development

Agile development

Behavioral Economics

Behavioral economics explores why people sometimes make irrational decisions, and why and how their behavior does not follow the predictions of economic models.

http://www.investopedia.com/terms/b/behavioraleconomics.asp#ixzz4IaP3ivr2

EAST FRAMEWORK

The Behavioral Insights Team, UK.GOV & Nesta

TIMELY

SOCIAL

ATTRACTIVE

Economía Psicología

“errare humanum est”

“nudging”

Research Assessment

Ideation

to explain observable behavior and consider it during analysis

to evaluate current experiences / system with a BE point of view

to inspire the divergent thinking phase or purposefully embed principles in the design

3 Ways to Use BE in Service Design

Door-to-door salespeople are not loyal and lack motivation to sell, resulting in high rotation and low productivity—this is the attitude by default.

ResearchAssessmentIdeation

Bandwagon Effect: People do and believe things just because others do or believe the same.

University A

University B

Foto de estudiantes en universidad

Sunk Cost Fallacy: The more you invest in something the harder it becomes to abandon it.

Long periods of unresponsiveness and lack of decision making allows the tumor to advance and metastasize, leading to a vicious cycle of problems.

Loss Aversion: Losses hurt more than gains feel good

Attitude towards Chemotherapy: For women, losing hair or a breast makes them reluctant to therapy—even if such “losses” can save their life. This leads to more effort, stress, unhappiness or death.

How do we help people envision and accomplish health related goals?

Commitment Bias: Commitments are used as a tool to counteract people’s lack of willpowerBandwagon Effect: People do and believe things just because others do or believe the same

How can we help people evidence the effect of a high-speed internet connection at home when their hardware is not fast enough?

Decoupling: People do not always connect their actions and their consequences.

Wrapping up:

If you look closely, you will find that most experiences are affected—positively or negatively—by a number of BE principles.Identifying these allows you to understand [behaviors, thoughts, decisions, needs], dissect [problems, systems, consequences] and design [define, prioritize, ideate]Service designers should be proficient in these principles if they want to use them purposefully to help people live better experiences and have business impact.

Behavioral Economics Stoicism & other

philosophy schools

Positive Psychology

Design Research

Data ScienceData

Visualization

Political Science

Service Design +

Organizational development

Agile development

Thank you!

luisarnal@insitum.com @luisarnal

Service design & BE London 2016

Design

Transcript of Service design & BE London 2016

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