3 ways IoT enhances Behavioural Design
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The interconnection of devices within the ‘Internet of Things’ (IoT) enhances the empirical approach of Behavioural Science. It allows analysts to collect observational data and send personalised content to users. Also, practitioners can test more frequently which techniques are effective to alter behaviour. This talk presents three ways in which the ‘Internet of Things’ is being used to enhance the behavioural design. It shows how some practitioners, especially in financial services and marketing, are making use of the digital channels to optimise the activation and retention of users. In this sense, these channels not only help us to track our behaviour and personal goals but also provide a new framework that practitioners could follow when designing behavioural change interventions.
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3 ways IoT enhances Behavioural Design
- 1. 3 Ways the enhances @_bernardofn Bernardo Nunes bernardofn/ INTERNET OF THINGS BEHAVIOURAL DESIGN
- 2. By 2020, there will be >20 billion interconnected devices @HPE
- 5. Set it Press it Get it
- 6. CAPTOLOGY Computers Persuasion Web sites Smartphones Video games Virtual Reality Wearables Smart Homes Behaviour Attitudes Motivation World view Compliance @bjfogg @captology Computers As Persuasive Technologies
- 7. @Health_IT
- 8. @fitbit
- 9. Mechanisms for the sophisticated and conscientious
- 10. @Princellewelyn Ostrich effect Motivated Avoidance or Rejection of Information About Goal Progress
- 11. Convenience Life optimization i Personal DataEfficiency
- 12. Redesign of value chains Observational data Causal inference 3 ways the IoT enhances Behavioural Design
- 13. IoT facilitates the collection of psychometrics
- 14. @michalkosisnski “ Our smartphone, … , is a vast psychological questionnaire that we are constantly filling out, both consciously and unconsciously. “ Michal Kosisnki
- 16. 68 Likes political view, sexual orientation, cognitive ability, religion, alcohol, smoking, drugs. 70 Likes > friends 150 Likes 300 Likes > parents > partner
- 22. IoT reduces the adverse selection problem in the insurance sector
- 23. Pricing process = standard discount + personality discount (from a Personality Quiz) @AdmiralUK
- 24. Collects badges from: safe driving skills + driving times + reviewing the app @AvivaUK
- 25. IoT improves the customer experience in the travelling industry
- 26. @Booking.com
- 27. @Booking.com
- 29. Subject groupings with Machine Learning Bruges Vienna Verona Bruges Vienna Verona Romantic Roman ruins Photography Historical-landmarks Rhodes Bayahibe Kho Phi Phi Diving Snorkelling Sun-bathing Walking with kids Lisbon Sydney Liverpool Business Shopping Monuments Diverse food
- 30. AB test with 34 Mi. users Email marketing campaign 10% uplift in net conversion
- 31. Booking.com Booking Experiences app Mobile-led experience Personalised in-destination experience Machine learning to predict individual traveller intent All on demand, with hassle-free payment and priority queueing
- 32. What Subfield in machine learning Why Learn a predictive preference model How From observed behaviour
- 34. Impersonal default rules “ Some of these rules do a great deal of good, but others might be poorly chosen, perhaps because those who select them are insufficiently informed, perhaps because they are self-interested, perhaps because one size does not fit all. “ @CassSunstein
- 35. “ This report focuses on the more automatic or context-based drivers of behaviour, including the surrounding ‘choice environment’. “ @cabinetoffice
- 36. “ Attract attention. We are more likely to do something that our attention is drawn towards. Ways of doing this include the use of images, colour or personalisation. “ @B_I_Tweets
- 37. Data BE UX “ Designing for behaviour change integrates behavioural research, pragmatic product development, and rigorous data analysis. “ @sawendel
- 38. 3S Shop + Share + Socialise
- 39. 45% 40% 15% Adults spend around 3h online per day @AIBUK
- 40. @Wealthfront
- 41. @pensionbee
- 42. @moneyboxteam
- 45. Creative Marketing Coding + Automation Behavioural Psychology Data + Testing Lean Marketing Technical Marketing UX improvement Conversion Rate Optimization GROWTH HACKING @clara_buchanan @GrowthTribe Growth Hacking
- 46. @GrowthTribe Acquisition Getting them to sign up Activation Users get a great first user experience Retention Making sure users come back Referral Getting users to invite others Revenue Sell, upsell, cross sell Awareness Getting people to visit your website Conversion Funnel @davemcclure
- 47. Acquisition Activation Retention Referral Revenue AwarenessSimplify messages + Salience Defaults + Timely Priming + Ego + Affect Commitments + Incentives Social + Norms Behavioural Economics 2.0
- 48. Redesign of value chains Observational data Causal inference 3 ways the IoT enhances Behavioural Design
Editor's Notes
- https://motherboard.vice.com/en_us/article/how-our-likes-helped-trump-win Professor at Stanford University Graduate School of Business. Computational Psychologist and Big Data Scientist.
- From July 2016: Republican canvassers were provided with an app; They could identify the political views and personality types of the inhabitants of a house; Only rang at the doors of houses that the app rated as receptive to their messages; Canvassers came prepared with guidelines for conversations tailored to the personality type of the resident; Same app provider used by Brexit campaigners. Democrats did similar things, but there is no evidence that they relied on psychometric profiling.
- https://blogs.spectator.co.uk/2016/09/inside-story-brexit-vote-won/
- The firstcarquote Personality Quiz: firstcarquote has developed a personality quiz to help assess risk for new drivers because there’s a lot of scientific research that proves a link between an individual’s personality and their driving behaviour. Why are we measuring these traits? There’s a growing body of scientific evidence that has found that these personality traits can be linked to driving risks, such as risky driving behaviour, driving style, traffic violations and crash risks.
- Sources: How Booking.com uses Machine Learning to Inspire Travellers https://thosham.wordpress.com/2015/01/19/how-booking-com-uses-machine-learning-to-inspire-travellers/ Edwin Chen http://blog.echen.me/2011/08/22/introduction-to-latent-dirichlet-allocation/
- Noulas, A. and Einarsen, M. (2014) User Engagement Through Topic Modelling in Travel. Booking.com