"Behavioural Science: The missing link in design?" - Will Trump

DesignOps Aligned - Podcast Show

"Behavioural Science: The missing link in design?" - DesignOpsAligned - Act 01 - Scene 04 - Will Trump
In this conversation, Naresh Shan interviews Will Trump, a behavioural scientist, about integrating behavioural science into UX design. They discuss the definition of behavioural science and its application in designing environments to shape human behaviour. Will emphasizes the importance of motivation in addition to good UX design and introduces the COMB model (Capability, Opportunity, Motivation, Behavior) as a framework for designing persuasive experiences. They also explore the ethical considerations of using behavioural science in design and the benefits of treating customers well. The role of behavioural science in improving messaging, choice architecture, and timing of offers will be highlighted.

Takeaways:

• What is Behavioral Science? Understanding how humans behave and applying psychological principles to design environments that shape behaviour.
• Beyond Good UX: Motivation is as crucial as usability in influencing user behaviour.
• The COMB Model: Delving into the Capability, Opportunity, Motivation, Behavior framework for designing persuasive experiences.
• Ethical Considerations: The importance of honesty and integrity when applying behavioural science in design.
• Customer Empathy: Grasping the underlying drivers of behaviour, including subconscious factors users might not express.
• Collaborative Synergy: How behavioural scientists and designers can work together to overcome behavioural barriers.
• Transitioning Roles: Tips for UX researchers looking to incorporate behavioural science into their practice.

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Chapter

1. Introduction and Background (00:00:00)

2. Definition and Application of Behavioural Science (00:02:19)

3. The Importance of Motivation in Design (00:04:22)

4. Ethics in Behavioural Science and Design (00:09:14)

5. Treating Customers Well for Business Benefits (00:12:11)

6. Collaboration between Behavioural Scientists and Designers (00:17:26)

7. Understanding the Underlying Drivers of Behavior (00:22:23)

8. The Importance of Customer Empathy in Research (00:24:53)

9. Transitioning from UX Research to Behavioural Science (00:28:39)