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Applied Behavioral Economics for IA & UX

About the Talk

April 25, 2015 9:00 AM

Minneapolis, MN

Minneapolis, MN

As information architects and user experience designers we work hard to understand our users and their needs so we can design compelling and usable content for them. Often this involves audience segmentation, psychographics, and personas. Unfortunately that’s not enough to accurately model potential behaviors in certain scenarios.

Behavioral economics is a field of cognitive science and psychology research that helps us understand how and why humans behave in unpredictable ways in particular scenarios. In this talk you’ll learn four principles that will help you identify when your audience might behave in unexpected ways and how to account for these cases by applying a few easy to understand principles of cognitive science.

Through IA and UX examples you’ll walk away knowing how to apply solid scientific concepts to your design and architecture process.

Learn why people turn their air conditioning down to 65 when they want it to be 72 and how IA and UX might solve that.

Learn how changing the ordering of pricing on your website can significantly affect conversions as well as average ticket price and why.

Learn these and other interesting insights that mere content inventories, psychographics and personas would never reveal.

Session Takeaways

  • Recognize certain types of unexpected user & consumer behavior
  • Understand why it happens
  • Design or architect for these behaviors
  • Understand how these behaviors fit in a theoretical framework (dual system theory)

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