beyond good & evil: behavioral economics & information architecture
DESCRIPTION
Presentation by Johnny Schroepfer and John Balz at the 2013 IA Summit.TRANSCRIPT
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BEYOND GOOD & EVIL HOW BE & IA CREATE TRANSFORMATIVE DESIGN IDEAS
@nudgeblog + @jschrep #ChoiceArchitecture
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BEHAVIOR CHANGE
Behavior Change
Information Architecture
Behavioral Economics
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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
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…But we all know a little something about how humans behave.
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MAKE IT A SURPRISE
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CLIENT / PROJECT / 00.00.00 PAGE 9
MAKE IT A SURPRISE
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Who you are takes a back seat to the context you move in.
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Small and apparently insignificant details can have major impacts on behavior.
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Example BE
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CLIENT / PROJECT / 00.00.00 PAGE 18
MAKE IT A SURPRISE
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Stop thinking in clicks, likes, comments, or shares Start thinking about more unique content.
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Stop thinking in account registrations Start thinking about valuable services.
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Stop thinking in click to chat as low cost alternative Start thinking about simple, intuitive interfaces.
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Stop thinking it’ll be okay in Phase 2 Start thinking about solving the core issue.
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“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
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#GrandmaTest
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THANK YOU
@nudgeblog + @jschrep #ChoiceArchitecture