Behavioural science, a way to influence human behaviour
We as humans make numerous decisions every day without even realising it. Even when making decisions which have a relative big impact on our lives, we often do this rather irrationally. How else for example could it be that a majority of people under-save for retirement? This is not based on a careful evaluation of cost and benefit.
So you see, even when it comes down to economic decisions-making, we see that this is most often based on something other than rational thinking. Our decisions are often susceptible to systematic biases in which our brain responds to impulses and external triggers in a predictably irrational manner.
Insights drawn from fundamental research in behavioural science make it possible to influence human behaviour and to be able to make predictions in how humans will respond to certain triggers. As a UX Designer, Marketeer or entrepreneur you are looking for ways to apply principles that influence customers and which lead to significant measurable results.
To which triggers does our human brain respond and in which way? How can we steer human behaviour and how can we apply design principles? These and other questions were answered, during the hands-on workshop at the Multichannel Conference Utrecht on April 19th 2018, by Eva Hörner and Harm Jan Luth, both UX Lead at Xebia.