Talk: Nudge Theory - A gentle product push
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Speaker:
Rhos Chappelle
Talk description
Title:
Nudge Theory - A gentle product push
Short synopsis:
Behavioural Economics; not the catchiest start to a talk submission, but it’s actually pretty powerful. It is the study of psychology and the impact of irrational and unconscious influences on our economic decisions. I’ll give you an example; choose A or B below: A) You win £1000 outright B) You have a 25% chance to win £4000 and a 75% chance of winning nothing How about C or D: C) You lose £750 outright D) You have a 75% chance of losing £1000 and a 25% chance of losing nothing. There’s a high chance you chose A and D. But D is a far more risky decision. This is called ‘Loss Aversion’ and is just one of many behavioural ‘nudges’ used by Product Managers to encourage you to make one decision over another. This talk will explore Nudge Theory and its impact on the product decisions we make. In particular I will apply the work of the Behavioural Insights Team (or ‘Nudge Unit’) and their EAST model on modern product development: Easy. Make it easy to do. Attractive. Grab a users attention or offer a reward. Social. Use the influencing power of social norms. Timely. Explain the benefits a user will get right now. During the talk I’m also going to attempt to ‘nudge’ the audience into making a certain decision (a poor substitute for Derren Brown I’m afraid!). More importantly I’d like the audience to leave with a better understanding of the psychology behind a users decision making process - not as a logical and rational as you’d think. 40-45 minutes. Interactive with audience participation.
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