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

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