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

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
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
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17. Cover Cover Cover Cover Cover Cover Cover Cover Cover 511 choice sets
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
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
53. The power and responsibilities of defaults
54. Digital Defaults •  Checkboxes •  Dropdown •  Autocomplete •  Search Results •  Call to Action •  Default settings
55. Behavioral Economics Digital
57. THANK YOU RUJIA WANG & FABIO PEREIRA