Applying behavioural economics to user experience

Behavioural economists study how people make decisions – and how it is that we often fool ourselves. For a leading financial services company in the U.S., I worked on-site over an eight-month period with a post-doctoral behavioural economist to understand how these powerful concepts could be used to guide customers to make better decisions and achieve better results. I reviewed the original scholarly research and translated it into reports and presentations that were presented bi-weekly to marketing and design teams to help them design better products, services and Web tools. While the work I did is proprietary to the client and cannot be shared here, what I learned has tremendous application to the work I do, helping users to make choices and take action.

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