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Guest
Connect with Georges de Boeck:
https://www.linkedin.com/in/georgesdeboeck
Blinkist article (called it Blender, oops):
Outline
00:00:00 – Intro00:00:22 – Preshow baby talk
00:01:43 – How Georges got interested behaviour
00:03:23 – Wrong expectations
00:06:40 – Behavioural experiments to increase conversion
00:09:26 – Georges’s guerilla experiment
00:11:41 – Interviewing customers
00:13:06 – Usability testing is difficult but valuable
00:14:58 – Letting go of your own opinion
00:16:00 – Your ideas might not be feasible
00:17:12 – Do we have too many processes?
00:18:26 – Boundaries make solutions more challenging
00:20:39 – Optimizing what you already have
00:21:50 – Becoming a specialist
00:23:39 – It’s impossible to cancel my Hello Fresh subscription
00:26:08 – Conscious reputational damage
00:27:43 – Georges will never be a customer of this telecom provider again
00:30:08 – Mindset buying lottery tickets
00:31:18 – Blinkist increased conversion by focussing on customer problems
00:33:42 – Company USPs that are contradicting what other companies are doing
00:35:45 – Getting customers hooked just works
00:36:50 – Pokémon Sleep is genius
00:38:07 – Pokemon Go and gaming the system
00:39:03 – How to do microtransactions right
00:41:26 – Smart game design, but unethical
00:44:09 – Georges’s weakness in buying books
00:45:54 – Companies selling your data
00:48:45 – City design to drive behaviour
00:51:50 – Experiments that create habits
00:54:21 – Helping people and not making money
00:56:15 – Choosing not to choose
00:58:24 – Patrick got all his wisdom teeth pulled
00:59:31 – Maybe I should’ve thought this through more…
01:00:15 – Dutch habit of not going to the doctor and dentist
01:01:47 – Final thoughts