Digital Nudge ThoughtWorks Team Hug Australia Rujia & Fabio

Digital Nudge ThoughtWorks Team Hug Australia Rujia & Fabio

Presentation given at the Australian Team Hug for ThoughtWorks in Australia. The brain science behind the digital world.
Presented by Rujia Wang and Fabio Pereira

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Fabio Pereira

March 19, 2016
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Transcript

  1. DIGITAL NUDGE THE BRAIN SCIENCE BEHIND THE DIGITAL WORLD RUJIA

    WANG & FABIO PEREIRA http://tiny.cc/hughug
  2. #digitalnudge @DigitalNudger @Rujia_Wang

  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. 16% + $ 59 $ 125 $ 125 84% 32%

    $ 59 + $ 125 68% 0%
  6. a

  7. None
  8. Cognitive biases are like optical illusions of behavior. I call

    them Cognitive Illusions
  9. 12:30pm

  10. Economic Decisions & Public Choice Psychology Cognitive Psychology

  11. Ok, I get it… What does this all have to

    do with Digital?
  12. We can use the scale of technology to bring more

    positive impact to more people in far less time
  13. Cover Cover Cover Cover Cover Cover Cover Cover Cover

  14. Cover Cover Cover Cover Cover Cover Cover Cover Cover

  15. Cover Cover Cover Cover Cover Cover Cover Cover Cover

  16. Cover Cover Cover Cover Cover Cover Cover Cover Cover

  17. Cover Cover Cover Cover Cover Cover Cover Cover Cover 511

    choice sets
  18. None
  19. Cover Cover Cover Cover Cover Cover Cover Cover Cover Cover

    Cover Cover Cover Cover Cover Cover Cover Cover Cover Cover
  20. Cover Cover Cover Cover Cover Cover Cover Cover Cover +

    Cover Cover Cover Cover Cover Cover = DIGITAL EXPERIENCE CONFIGURATOR DIGITAL PERSONALISATION
  21. 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%
  22. Which ones of these 184 reports do you need? I

    need all of them!
  23. Which ones of these 184 reports do you need? OMG,

    they’re going to take away my reports!!!
  24. 184 reports 95% of use cases 6 reports

  25. None
  26. https://rujiaw.typeform.com/report/evjlDD/deIF

  27. Look at survey responses with some level of suspicion

  28. SmartCap predicts driver fatigue by measuring brainwaves to detect the

    risk of a microsleep Predict Alert Alive
  29. Health digital nudges are life transformative

  30. 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/
  31. value nudges No nudges no value The Smarter Screen (Shlomo

    Benartzi)
  32. value nudges No nudges no value Too much noise The

    Smarter Screen (Shlomo Benartzi)
  33. value nudges No nudges no value Just enough The Smarter

    Screen (Shlomo Benartzi) Too much noise
  34. osage D (personalisation) I ood G ntuitive I iming T

    ctionable A earn L
  35. osage D (personalisation) I ood G ntuitive I iming T

    ctionable A earn L
  36. 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/

  37. Person next to you buys something YOU Your chances of

    buying jumps by 30%
  38. 1,966 flights 257,000 passengers 65,000 transactions

  39. http://tiny.cc/saythis WiFi Fairmont Resort 70973e6

  40. These are not real people

  41. 6 factors of the Online Disinhibition Effect Psychologist John Suller

  42. my actions can't be attributed to my person 1 -

    dissociative anonymity
  43. nobody can tell what I look like, or judge my

    tone 2 - invisibility
  44. my actions do not occur in real-time 3 - asynchronicity

  45. I can't see these people, I have to guess at

    who they are and their intent 4 - solipsistic introjection
  46. this is not the real world, these are not real

    people 5 - dissociative imagination
  47. there are no authority figures here 6 - minimising authority

  48. None
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  52. None
  53. The power and responsibilities of defaults

  54. Digital Defaults •  Checkboxes •  Dropdown •  Autocomplete •  Search

    Results •  Call to Action •  Default settings
  55. Behavioral Economics Digital

  56. None
  57. THANK YOU RUJIA WANG & FABIO PEREIRA