webtomorrow - the superpowers of behavioural design - tom de bruyne
TRANSCRIPT
Web Tomorrow 2017
The superpowers of behavioural design
Why Behavioural Science will turn you into a better creative
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
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
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
Wordly wisdom according to Charlie Munger
Priming: The laws of designing attention (or how to become a cult leader)
How palm reading works
How to become a cult leader with 1 simple question
How to become the king at question-naires23% to 70% compliance
How to get 300% more e-mail addresses?
Priming your own happiness
The hedonic treadmill
How to overcome the
hedonic treadmill? 1) Three good things 2) Be kind to others 3) One grateful thing
Priming your own happiness
Work on the psychological forces that stand between current and desired behaviour
BEHAVIOUR
Painsof the situation of the new solution
Gains
of the presentHabit
of the new solutionAnxiety
J.T.B.D.
CURRENTBEHAVIOUR
DESIREDBEHAVIOUR
TARGET
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
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
19
To influence is to design choices. Study Choice Architecture
Choice architectureBehavioural designers play with the way a choice is being presented
B = MAT
abilityhard to do easy to do
mot
ivat
ion
low
high
Activation Threshold
triggers succeed here
triggers fail here
B = MATat the same moment
Ability is the best kept secret in the science of influence. When you work on ability, you don’t need to change opinions - SUE
Daily lifeLoosing weight
BeggingBegging is a behavioural design challenge
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
Obey to the laws of how brands grow
Law 1: Mental AvailabilityBrands grow when share of voice outstrips share of market. Reach trumps everything (availability bias, social proof)
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.
Law 3: DistinctivenessMental availability is all about distinctiveness, not positioning. To be remembered is more important than evoking emotions. Branding = refreshing memory structures
Mental availability + fame + distinctiveness
The power of distinctiveness
Design for fuck-ups (and plan it on the Pratfall effect)
The Pratfall effect
Het Pratfall effect
Pratfall effect
Creativity is a science too. Fight amateurism
DEATH TO BRAINSTORMS
The world is full of wicked problems for behavioural designers to work on
Some Mental Models
GET INSPIRED
Subscribe to our popular bi-weekly mail on the art and science
of influence
Go to: www.sueamsterdam.com
GET SKILLED
Book a seat at the next two-day masterclass of the Behavioural Design Academy (the
perfect excuses to get your boss to pay for your weekend in Amsterdam)
For dates and locations: www.behaviouraldesignacademy.com