Decision-making science has revealed that an overwhelming proportion of our choices aren't really rational. Instead, they're guided by a range of deep-seated biases and shortcuts.
If we want to build experiences which really work, we have to bear this in mind.
Behavioural Design is an interdisciplinary field that combines psychology, economics and design to tailor experiences to our psychological proclivities.
It is a lense that helps us align experiences with our innate and/or culturally-conditioned instincts and inclination. It's a powerful tool to optimise and improve experiences, in order to achieve genuine engagement and drive desirable customer behaviours.
All design intends to elicit certain responses and actions. However, behavioural design's conscious intent to influence customers subrationally means that it is vital to ensure a human-centric approach which aims to deliver real value to its recipients.
