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Customer Behaviour by Design - Influencing Behaviour Beyond Nudging | Anne van Lieren | livework

Anne Van Lieren from Livework, speaks at SDGC19 in Toronto.

Often customers don’t behave as organisations want, or expect them to - as the majority of people move through their services in autopilot. The past four years at Livework, we have experienced the power of infusing service design with a refined mix of behavioural economics, consumer behaviour and psychology. We have developed a unique approach that goes beyond nudging. By getting people aware at the right time we have helped a wide range of clients to create lasting impact on behaviour change.

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Customer Behaviour by Design - Influencing Behaviour Beyond Nudging | Anne van Lieren | livework

  1. 1. 1 Liveworkstudio.com London Oslo Rotterdam Livework Studio © 2019 Customer behaviour by design Influencing behaviour beyond nudging Anne van Lieren Liveworkstudio.com London Rotterdam Sao Paulo Livework Studio © 2019
  2. 2. 2 Desire paths - the shortest route from A to B
  3. 3. 3 People behave irrational most of the time - but we can design for it. Organisations assume people make well thought through decisions, but they don’t.
  4. 4. 4 Bridge service design with behavioural science
  5. 5. 5 Behaviour follows from how people decide to act People use two mindsets when making decisions Subconscious mindset Rational conscious mindset
  6. 6. 6 We use our subconscious mindset 95% of the time 95% of the time on autopilot ...only 5% of the time. Subconscious mindset Rational conscious mindset
  7. 7. 7 Let’s do an experiment What is the color of the following things?
  8. 8. 8 Snow is...
  9. 9. 9 Clouds are...
  10. 10. 10 Paper is...
  11. 11. 11 Cows drink...
  12. 12. 12 We make 35.000 decisions each day
  13. 13. 13 200+ cognitive patterns that describe how people think & act Subconscious mindset Rational conscious mindset
  14. 14. 14 Bandwagon effect - the power of other people
  15. 15. 15 Using cognitive patterns to influence behaviour Our actions are subconsciously influenced by the behaviour of others “Nine out of ten people in your area have paid their tax on time” From 67% to 83% of late tax payers that responded https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/60539/BIT_FraudErrorDebt_accessible.pdf
  16. 16. 16 Influencing behaviour by facilitating the auto-pilot Nudging Influencing behaviour unconsciously Subconscious mindset Rational conscious mindset
  17. 17. 17 Applying “nudge theory” in the real world 2 3 1 Academic journals, research and (isolated) experiments Real world problems, contexts and user behaviour
  18. 18. 18 Influence behaviour on the (sub)conscious level1 Rational override Make people conscious & aware Subconscious mindset Rational conscious mindset Nudging Influencing behaviour subconsciously
  19. 19. 19 An example of a rational override
  20. 20. 20 An example of a rational override
  21. 21. 21 Influence behaviour on the (sub)conscious level1 Rational override Make people conscious & aware Subconscious mindset Rational conscious mindset Nudging Influencing behaviour subconsciously
  22. 22. 22 Reduce complaints about penalty fares for the national railway CLIENT CASE
  23. 23. 23 Influencing behaviour on 2 levels Extra decision points - rational override Plan journey Travel without a ticket Ticket inspection Pay penalty or receive ticket Considering to complain Submit a complaint Settlement / Refusal Everyday life Priming - nudge Checklists - rational override Penalty Fare Receipt Social norm - nudge Customer Journey 1
  24. 24. 24 Micro moments of friction to let people stop & think1 https://www.nsb.no/en/about-nsb/contact-us/penalty-fare Complaints were reduced by more than 70%.
  25. 25. 25 Combining interventions at the right moment in a customer journey Use nudges and rational overrides to either speed up or slow down the user’s momentum RATIONAL OVERRIDE RATIONAL OVERRIDE NUDGE 2
  26. 26. 26 Using physical, digital and interactive interventions2 Plan journey Travel without a ticket Ticket inspection Pay penalty or receive ticket Considering to complain Submit a complaint Settlement / Refusal Everyday life Penalty Fare Receipt Customer Journey Physical DigitalInteractive
  27. 27. 27 Design tailor-made interventions and optimize through prototyping 3 Select ‘proven’ behavioural intervention strategies Apply it to the context and design fitting solutions Prototype with users to find the optimal form to operationalise it
  28. 28. 28 Reduce fraud in travel insurance CLIENT CASE
  29. 29. 29 Apply it to the context and design fitting solutions3 2 3 1 Commitment contract Social norm Extra decision point A/B tests among 7000 users showed significant reduction of 6% in fraud & improved the customer experience.
  30. 30. 30 Many iterations to get the design right3 Intervention strategy: Social Norm Anne, did you know that almost all our insurance customers provide an honest and accurate description of what has happened? Hi Anne! Unsure of what we want you to hand in or explain? Please ask us, we are here!
  31. 31. 31 1 Three key principles that underpin our approach Influence behaviour on the (sub) conscious level 2 Insert reinforcing combinations over time and touchpoints 3 Design tailor-made interventions and optimize through prototyping
  32. 32. 32 This bridge can help designers from being intuitively competent to surgically effective
  33. 33. 33 @liveworkstudio@theliveworker Livework Studio Anne van Lieren Service Designer anne.vanlieren@liveworkstudio.com Thanks! Please reach out if you’d like to know more.

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