WebTomorrow - The superpowers of behavioural design - Tom de Bruyne

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Web Tomorrow 2017 The superpowers of behavioural design Why Behavioural Science will turn you into a better creative

Transcript of WebTomorrow - The superpowers of behavioural design - Tom de Bruyne

Page 1: WebTomorrow - The superpowers of behavioural design - Tom de Bruyne

Web Tomorrow 2017

The superpowers of behavioural design

Why Behavioural Science will turn you into a better creative

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SUE is a strategy & innovation company that develops human-centred strategies & ideas through rapid prototyping

SUE Amsterdam is a team of behavioural psychologists and creatives. We help companies to create better marketing and communication through of behavioural psychology. We train these skills and habits at the Behavioural Design Academy

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Behavioural Design as missing layerThe Job-To-Be-Done of marketing and sales has always been about influencing behaviour, but gained tremendous

power due to an explosion of science and technology

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Behavioural Design Behavioural Designers combine creativity, technology and behavioural psychology to influence consumer behaviour. Our tools are:

1) Psychology: Why do people behave in such a way? How does influence work?

2) Communication and design: How to play the game of seduction, persuasion and conversion? Technology: How can I facilitate influence by using

smart technologies?

Twittert: Ingenuity is the new creativity

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Wordly wisdom according to Charlie Munger

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Priming: The laws of designing attention (or how to become a cult leader)

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How palm reading works

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How to become a cult leader with 1 simple question

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How to become the king at question-naires23% to 70% compliance

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How to get 300% more e-mail addresses?

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Priming your own happiness

The hedonic treadmill

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How to overcome the

hedonic treadmill? 1) Three good things 2) Be kind to others 3) One grateful thing

Priming your own happiness

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Work on the psychological forces that stand between current and desired behaviour

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BEHAVIOUR

Painsof the situation of the new solution

Gains

of the presentHabit

of the new solutionAnxiety

J.T.B.D.

CURRENTBEHAVIOUR

DESIREDBEHAVIOUR

TARGET

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DISRUPTIVE START-UPS ARE HIGHLY PERSUASIVEThe reason AirBnB succeeded was because they had better designed around

barriers and boosters and solved the problem more elegantly

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BEHAVIOUR

Painsof the situation of the new solution

Gains

of the presentHabit

of the new solutionAnxiety

J.T.B.D.

CURRENTBEHAVIOUR

DESIREDBEHAVIOUR

TARGET

BEHAVIOUR

Painsof the situation of the new solution

Gains

of the presentHabit

of the new solutionAnxiety

J.T.B.D.

CURRENTBEHAVIOUR

DESIREDBEHAVIOUR

TARGET

Feeling like a tourist

Discover the world

Feel home abroad

Living in a stranger’s house

Expensive hotels Budget options

Used to a hotel experience

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To influence is to design choices. Study Choice Architecture

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Choice architectureBehavioural designers play with the way a choice is being presented

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B = MAT

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abilityhard to do easy to do

mot

ivat

ion

low

high

Activation Threshold

triggers succeed here

triggers fail here

B = MATat the same moment

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Ability is the best kept secret in the science of influence. When you work on ability, you don’t need to change opinions - SUE

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Daily lifeLoosing weight

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BeggingBegging is a behavioural design challenge

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Aids FondsBehavioural question: how do we get people to donate?

http://sueamsterdam.com/cases/aids-fonds/

Turning a fund-raising question into a purchase desire

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Obey to the laws of how brands grow

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Law 1: Mental AvailabilityBrands grow when share of voice outstrips share of market. Reach trumps everything (availability bias, social proof)

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Law 2: FameHow Trump was able to gain that crucial earned media in the first place? The answer lies in another well-proven marketing law. It’s all about the fame.

Trump’s rallies are famous for their fervent nature, complete with passioned screams, hollering, and even violence. His messages under his banner of “Make America Great Again” appeal far more to emotion than rational reason, which is exactly the kind of messaging that resonates with audiences.

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Law 3: DistinctivenessMental availability is all about distinctiveness, not positioning. To be remembered is more important than evoking emotions. Branding = refreshing memory structures

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Mental availability + fame + distinctiveness

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The power of distinctiveness

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Design for fuck-ups (and plan it on the Pratfall effect)

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The Pratfall effect

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Het Pratfall effect

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Pratfall effect

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Creativity is a science too. Fight amateurism

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DEATH TO BRAINSTORMS

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The world is full of wicked problems for behavioural designers to work on

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Some Mental Models

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For dates and locations: www.behaviouraldesignacademy.com