Thread by @DavidPerrott_

The great @danariely kicking off Day 2 at the @BXconference (Thread) #BX2019

How do we change behaviour?

The standard answer: Information

But we all know that information on its own doesn’t work. There is a gap between intentions and actions.
#BX2019

A simple model for changing behaviour:
- Friction (make it easy. Lower barriers)
- Fuel (create motivation.)
#BX2019

Friction example: Lowering withdrawals at ATMs.

Nudges:
- Anchoring
- Defaults
- Financial incentives
- Scare tactics
#BX2019

Fuel example: No show rate for medical appointments:

Status quo: Reminders

Interventions and results:
#BX2019

Integrating with machine learning to improve the effectiveness of the intervention:

Tailoring interventions to specific patients.
#BX2019

NB: We sometimes don’t know what the direction to go in.

Often we need to take a step back to better understand what behaviour we are actually trying to change.

More focus needs to placed on the discovery phase of BD projects.
#BX2019

Example: Understanding commuting within cities.

Multi-modal approach to data collection (cellular data, behaviour, drone footage, simulations, etc)
#BX2019

Next steps: Understand where the opportunities are (potential commute mode change)
#BX2019

Interventions:
- Flexi-time encouragements
- Personal commuting plan (map transport alternatives)
- Financial incentives (retrospective, advance)

#BX2019

Scaling interventions (example):
Problem: Not enough women in high tech jobs.
#BX2019

Think about the trade offs across multiple dimensions:

Think about the trade offs between interventions, with a broader focus than just first order behaviours (eg tax collection vs how do citizen feel about paying tests).
#BX2019

The importance of retesting over time:

Social science isn’t physics.
The social world changes fast.

Eg How do electric and autonomous vehicles change commuting behaviour.
#BX2019

The process @danariely uses when tackling behavioural challenges:
#BX2019

From a design perspective we have focused on our physical limitations, but what about our cognitive limitations.

We need to design a world that moves with the grain of our inherent psychology (e.g overspending). #BX2019

Call to action for the field from @danariely :
Small tweaks are great, but we need to think bigger. Let’s leverage technology to design Behaviourally-centered tools from scratch.