Description

"Behavioural Science: The missing link in design?" - Act 01 - Scene 04 - Will Trump

In this episode, we interview behavioural scientist Will Trump about integrating behavioural science into UX design. We explore how applying psychological principles helps shape human behaviour in design. We discuss the COMB model (Capability, Opportunity, Motivation, Behavior) as a framework for creating persuasive experiences and emphasize the importance of motivation alongside good UX. We delve into ethical considerations, the benefits of treating customers well, and how behavioural science enhances messaging and choice architecture. We also offer advice for UX researchers looking to transition into behavioural science by educating themselves and adopting a behavioural scientist’s approach.

https://unconventional-wisdom.org/

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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