Digital Nudge at BuzzConf 2015

The brain science behind the digital world
https://buzzconf.io/sessions/digital-nudge-the-brain-science-behind-our-digital-world/

Transcript

1. DIGITAL NUDGE THE BRAIN SCIENCE BEHIND THE DIGITAL WORLD FABIO PEREIRA
2. #digitalnudge @fabiopereira
3. Amazon Patents “Anticipatory” Shipping To Start Sending Stuff Before You’ve Bought It
4. being digital means understanding how customer behaviors and expectations are developing inside and outside your business
5. I can predict your behavior @fabiopereira https://www.flickr.com/photos/thepyper/
6. Volunteer 1 2 3 4 5 “You’ve played this game before, haven’t you?”
7. TITLE TLSKDJFLDSKF
8. 16% + $ 59 $ 125 $ 125 84% 32% $ 59 + $ 125 68% 0%
9. + $ 59 $ 125 $ 125 DECOY Asymmetrically dominated choices
10. + $ 59 $ 125 A B $ 125 DECOY -B
11. a
16. Cognitive biases are like optical illusions of behavior. I call them Cognitive Illusions
17. Economic Decisions & Public Choice Psychology Cognitive Psychology
18. TITLE TLSKDJFLDSKF Scientific Method Introspection
19. TITLE TLSKDJFLDSKF Placebo
20. Ok, I get it… What does this all have to do with Digital?
21. Cover Cover Cover Cover Cover Cover Cover Cover Cover
22. Cover Cover Cover Cover Cover Cover Cover Cover Cover
23. Cover Cover Cover Cover Cover Cover Cover Cover Cover
24. Cover Cover Cover Cover Cover Cover Cover Cover Cover
25. Cover Cover Cover Cover Cover Cover Cover Cover Cover 511 choice sets
26. Cover Cover Cover Cover Cover Cover Cover Cover Cover Cover Cover Cover Cover Cover Cover Cover Cover Cover Cover Cover
27. Cover Cover Cover Cover Cover Cover Cover Cover Cover + Cover Cover Cover Cover Cover Cover = DIGITAL EXPERIENCE CONFIGURATOR DIGITAL PERSONALISATION
28. TITLE TLSKDJFLDSKF MIN KYUNG LEE (Dr Lee)
29. http://www.cs.cmu.edu/~./kiesler/publications/2011/mining-behav-econ-design-persuasive-healthy.pdf
30. http://www.cs.cmu.edu/~./kiesler/publications/2011/mining-behav-econ-design-persuasive-healthy.pdf “extremely simple changes in user interfaces can have substantial impact on people’s choices”
32. Read D and Van Leeuwen – Harvard University Time Choose Today Eat Next Week Fruit or Chocolate? Time Choosing and Eating Simultaneously 74% 26% 70% 30%
33. Which ones of these 184 reports do you need? I need all of them!
34. Which ones of these 184 reports do you need? OMG, they’re going to take away my reports!!!
35. 184 reports 95% of use cases 6 reports
36. http://www.fastcompany.com/3050775/the-sharing-economy-is-dead-and-we-killed-it 2015 2010 TED How many of you own a power drill? Everything made sense except that they go buy a drill or just bang a screwdriver through the wall
37. Share/Sell experiences not products https://www.text100.com/articles/technology/sucessful- sharing-economy-business-model/
38. Look at survey responses with some level of suspicion
39. GO TO THE LIBRARY
40. Executive Order Using Behavioral Science Insights to Better Serve the American People (Sep 15, 2015)
42. Families were 13.2% more likely to enroll in health insurance after receiving a behaviorally designed letter sent to over 700,000 individuals https://www.whitehouse.gov/sites/default/files/microsites/ostp/sbst_2015_annual_report_final_9_14_15.pdf
43. highlighting to Veterans that they had earned education and career counseling benefits led nearly 9% increase in uptake https://www.whitehouse.gov/sites/default/files/microsites/ostp/sbst_2015_annual_report_final_9_14_15.pdf
44. 20 times ROI $640 million next 5 years. https://www.gov.uk/government/news/governments-nudge-unit-goes-global
45. bi.dpc.nsw.gov.au
46. SmartCap predicts driver fatigue by measuring brainwaves to detect the risk of a microsleep Predict Alert Alive
47. Health digital nudges are life transformative
48. Google contacts will help diabetics monitor blood sugar via tears http://www.forbes.com/sites/ptc/2014/02/12/google-contacts-will-help- diabetics-monitor-blood-sugar-via-tears/
49. In the near future, everyone has access to a memory implant that records everything they do
50. value nudges No nudges no value The Smarter Screen (Shlomo Benartzi)
51. value nudges No nudges no value Too much noise The Smarter Screen (Shlomo Benartzi)
52. value nudges No nudges no value Just enough The Smarter Screen (Shlomo Benartzi) Too much noise
53. osage D (personalisation) I ood G ntuitive I iming T ctionable A earn L
54. osage D (personalisation) I ood G ntuitive I iming T ctionable A earn L
55. People around you control your mind https://www.washingtonpost.com/news/storyline/wp/2014/12/04/people- around-you-control-your-mind-the-latest-evidence/
56. Person next to you buys something YOU Your chances of buying jumps by 30%
57. 1,966 flights 257,000 passengers 65,000 transactions
58. TITLE TLSKDJFLDSKF Bat and Ball Experiment www.flickr.com/photos/stavos52093
59. The bat costs one dollar more than the ball A bat and ball cost $1.10 Ball ????
60. Ball $0.10 Bat $1.10 Total $1.20 The bat costs one dollar more than the ball A bat and ball cost $1.10
61. Ball $0.05 Bat $1.05 Total $1.10 The bat costs one dollar more than the ball A bat and ball cost $1.10
63. Do you think before you like?
64. Cyber bullying victims are more likely to have low self esteem and to consider suicide
65. These are not real people
66. 6 factors of the Online Disinhibition Effect Psychologist John Suller
67. my actions can't be attributed to my person 1 - dissociative anonymity
68. nobody can tell what I look like, or judge my tone 2 - invisibility
69. my actions do not occur in real-time 3 - asynchronicity
70. I can't see these people, I have to guess at who they are and their intent 4 - solipsistic introjection
71. this is not the real world, these are not real people 5 - dissociative imagination
72. there are no authority figures here 6 - minimising authority
74. https://www.pinterest.com/pin/451556300111694889/ Austria Denmark 99% 4% Opt out Opt in
75. The power and responsibilities of defaults
76. Digital Defaults •  Checkboxes •  Dropdown •  Autocomplete •  Search Results •  Default settings
79. http://www.fastcodesign.com/3022127/evidence/why-youre-more-likely-to-buy-something-when-shopping-on-your-ipad
80. http://www.fastcodesign.com/3022127/evidence/why-youre-more-likely-to-buy-something-when-shopping-on-your-ipad $47 $44 $68
81. We're just touching it. It's right there. We already feel like we own it Adam Brasel Journal of Consumer Psychology
82. Wash your hands and it goes away… Arnd Florack, , Janet Kleber, Romy Busch, David Stöhr Journal of Consumer Psychology https://www.flickr.com/photos/jariceiii
83. Behavioral Economics Digital Decoy – Relative Choice Digital choice architect Endowment – touch-own Touchscreen endowment Nudges Digital nudges Experiments with people Experiments with data Face to face inhibition Online Disinhibition Effect Present bias Survey suspicion, userbase
84. Behavioral Economics Digital
85. * This is just an Illustrative book cover. The final version and name might be different *
86. THANK YOU DON’T BE SHY… SAY HI J FABIO PEREIRA @fabiopereira #digitalnudge