beyond good & evil: behavioral economics & information architecture
DESCRIPTION
Presentation by Johnny Schroepfer and John Balz at the 2013 IA Summit.TRANSCRIPT
BEYOND GOOD & EVIL HOW BE & IA CREATE TRANSFORMATIVE DESIGN IDEAS
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BEHAVIOR CHANGE
Behavior Change
Information Architecture
Behavioral Economics
The inherent tension between what’s best for the bottom line and what’s best for the user is often lost in translation.
THE TENSION
…But we all know a little something about how humans behave.
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MAKE IT A SURPRISE
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MAKE IT A SURPRISE
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Who you are takes a back seat to the context you move in.
Small and apparently insignificant details can have major impacts on behavior.
Example BE
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MAKE IT A SURPRISE
Stop thinking in clicks, likes, comments, or shares Start thinking about more unique content.
Stop thinking in account registrations Start thinking about valuable services.
Stop thinking in click to chat as low cost alternative Start thinking about simple, intuitive interfaces.
Stop thinking it’ll be okay in Phase 2 Start thinking about solving the core issue.
“By anticipating what’s next, we can react to today’s concerns but also build long-term value for people and businesses.” – Future Friendly
#SmashAndGrab
#GrandmaTest
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THANK YOU
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