Predicting irrational decisions

@BehaviourDesign

@BehaviourDesign

“Zappos is a customer service company that just happens to sell shoes.”

- Tony Hsieh

@BehaviourDesign

@BehaviourDesign

@BehaviourDesign

@BehaviourDesign

The Offer

We’ll give you $4000

NOT to take this job.

@BehaviourDesign

@BehaviourDesign

Cognitive dissonance

We tell ourselves stories to justify our actions.

@BehaviourDesign

@BehaviourDesign

Behaviour design

Using known perceptual and cognitive biases to design environments that will intentionally affect specific behaviours and attitudes.

@BehaviourDesign

Dual process theory of thought

System 1 System 2

Fast / Automatic

Emotional- Impulses / Drives

- Habits

- Beliefs

Slow / Effortful

Logical- Reflection

- Planning

- Problem solving

@BehaviourDesign

System 2 burns through resources

@BehaviourDesign

Choice architecture

“Decision makers do not make choices in a vacuum. They make them in an environment where many features, noticed and unnoticed, can influence their decisions.”

- Thaler, Sunstein and Balz

@BehaviourDesign

If you can’t change the Person

You can change their Behaviourby changing the Environment

B = f( )EP

Kurt Lewin, Founder of Social Psychology

@BehaviourDesign

Choice architecture

Motivation

Triggers

Shaping behaviour

Creating habits

Developing skillsUsability

Shifting attitudes

Behaviour Design

@BehaviourDesign

Organ donation consent

Opt-in

Opt-out

@BehaviourDesign

“This is not about how to make Zappos a great

business, but how to change the world and make it a

better place.”

- Tony Hsieh, CEO Zappos