Digital Nudge at BuzzConf 2015

1a7c29aa1a180c202f3330f0bc559a33?s=47 Fabio Pereira
November 15, 2015

Digital Nudge at BuzzConf 2015

1a7c29aa1a180c202f3330f0bc559a33?s=128

Fabio Pereira

November 15, 2015
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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

  12. None
  13. None
  14. None
  15. None
  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”
  31. None
  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)
  41. None
  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
  62. None
  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

  73. None
  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
  77. None
  78. None
  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