Irrational thinking: Using behavioural economics principles in UX projects

Behavioural Economics principles can help UX designers understand some of the irrational motivations behind users’ decisions. Some concepts can improve UX research and influence stakeholders during a project presentation. This talk will show examples to encourage UX professionals to have this fascinating subject as an important tool in their framework.

Presented by Vitor Gomes at UX Australia 2016

Transcript

1. Irrational Thinking Using Behavioural Economics principles in UX projects
2. Check if you want to participate in
 the organ donation program Check if you don’t want to participate in the organ donation program
5. A B- B
7. Choice overload
9. Affect heuristic • Anchoring • Availability heuristic • Behavioral game theory • Bounded rationality • Certainty/possibility effects • Choice architecture • Choice overload • Cognitive Bias • Commitment • Confirmation bias • Decoy effect • Default • Discounting • Diversification bias • Dual-system theory • Empathy gap • Endowment effect • Framing effect • Habit • Halo effect • Hedonic adaptation • Herd behavior • Heuristic • Hindsight bias • IKEA effect • Inequity aversion • Inertia • Intertemporal choice • Licensing effect • Loss aversion • Mental accounting • Optimism bias • Overconfidence • Partitioning • Peak-end rule • Preference • Present bias • Priming • Projection bias • Prospect theory • Reciprocity • Representativeness heuristic • Risk-as-feelings • Social norm • Social proof • Status quo bias • Sunk cost fallacy • Time discounting • Utility • Zero price effect