Service design & BE London 2016
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Transcript of 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
Diciembre 2016 © Copyright Insitum 2016
A few years ago...
CREDIT: FOLLYGRAPH, 38 WAYS TO MAKE A PERFECT COFFEE - 2ND EDITION
Diciembre 2016 © Copyright Insitum 2016
Today
CREDIT: FOLLYGRAPH, 38 WAYS TO MAKE A PERFECT COFFEE (CROPPED IMAGE)
Diciembre 2016 © Copyright Insitum 2016
A few years ago...
Diciembre 2016 © Copyright Insitum 2016
Behavioral Economics Stoicism & other
philosophy schools
Positive Psychology
Design Research
Data ScienceData
Visualization
Art
Political Science
Service Design +
Organizational development
Agile development
Diciembre 2016 © Copyright Insitum 2016
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
Diciembre 2016 © Copyright Insitum 2016
Diciembre 2016 © Copyright Insitum 2016
EAST FRAMEWORK
The Behavioral Insights Team, UK.GOV & Nesta
EASY
TIMELY
SOCIAL
ATTRACTIVE
Diciembre 2016 © Copyright Insitum 2016
Economía Psicología
“errare humanum est”
Diciembre 2016 © Copyright Insitum 2016
“nudging”
Diciembre 2016 © Copyright Insitum 2016
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
Diciembre 2016 © Copyright Insitum 2016
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.
ResearchAssessmentIdeation
Diciembre 2016 © Copyright Insitum 2016
University A
University B
ResearchAssessmentIdeation
Diciembre 2016 © Copyright Insitum 2016
Foto de estudiantes en universidad
Sunk Cost Fallacy: The more you invest in something the harder it becomes to abandon it.
ResearchAssessmentIdeation
Diciembre 2016 © Copyright Insitum 2016
Long periods of unresponsiveness and lack of decision making allows the tumor to advance and metastasize, leading to a vicious cycle of problems.
ResearchAssessmentIdeation
Diciembre 2016 © Copyright Insitum 2016
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.
ResearchAssessmentIdeation
Diciembre 2016 © Copyright Insitum 2016
How do we help people envision and accomplish health related goals?
ResearchAssessmentIdeation
Diciembre 2016 © Copyright Insitum 2016
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
ResearchAssessmentIdeation
Diciembre 2016 © Copyright Insitum 2016
How can we help people evidence the effect of a high-speed internet connection at home when their hardware is not fast enough?
ResearchAssessmentIdeation
Diciembre 2016 © Copyright Insitum 2016
Decoupling: People do not always connect their actions and their consequences.
ResearchAssessmentIdeation
Diciembre 2016 © Copyright Insitum 2016
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.
Diciembre 2016 © Copyright Insitum 2016
Behavioral Economics Stoicism & other
philosophy schools
Positive Psychology
Design Research
Data ScienceData
Visualization
Art
Political Science
Service Design +
Organizational development
Agile development