Presentation by Johnny Schroepfer and John Balz at the 2013 IA Summit.

1. BEYOND GOOD & EVIL
HOW BE & IA CREATE TRANSFORMATIVE DESIGN IDEAS
@nudgeblog + @jschrep
#ChoiceArchitecture

4. BEHAVIOR
CHANGE
Behavioral
Behavior
Information
Economics Change Architecture

5. THE
TENSION
The inherent tension between what’s best for the
bottom line and what’s best for the user is often lost in
translation.

6. …But we all know a little something about how
humans behave.

8. MAKE IT A SURPRISE
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9. MAKE IT A SURPRISE
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11. Who you are takes a back seat
to the context you move in.

13. Small and apparently insignificant details can have
major impacts on behavior.

17. Example BE

18. MAKE IT A SURPRISE
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22. Stop thinking in clicks, likes, comments, or shares
Start thinking about more unique content.

23. Stop thinking in account registrations
Start thinking about valuable services.

24. Stop thinking in click to chat as low cost alternative
Start thinking about simple, intuitive interfaces.

25. Stop thinking it’ll be okay in Phase 2
Start thinking about solving the core issue.

26. “By anticipating what’s next, we can react to today’s
concerns but also build long-term value for people and
businesses.” – Future Friendly
#SmashAndGrab

27. #GrandmaTest

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32. THANK YOU
@nudgeblog + @jschrep
#ChoiceArchitecture