Overview

Humans are intriguing. We aren't the calm and rational people we imagine ourselves to be. Instead, we live our lives heart-first and make decisions based on super-fast instinctive mental shortcuts and heuristics. Behavioural economics is the study of the hidden forces that influence our daily behaviour and decision-making. Applying this knowledge as a set of design principles leads to products, services, experiences and campaigns that are more appealing to customers. More head-turning. More wantable. More desirable. Through behavioural design, leading companies are already seeing business results from creating deeper relationships with their customers and communities. First digital then social revolutionised the ways businesses achieved their goals. Now the future is behavioural.

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9781838402105

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'Now we have the best answer anyone has provided so far. - Tom Peters

Author Information

Denise is a behavioural economics and experience design expert. She has worked with hundreds of organisations in the UK and North America, in a career shaped by curiosity (and coffee) and her unique view of the world. She has spoken at many high-profile events and conferences, including TEDx, SXSW, Interface Health and Technology Summit and the UK House of Lords. Between 1999 and 2004, Denise was a member of the highly successful Great Britain Track Cycling Team, and she is a past British Women's Sprint Champion and British 200m record holder. Prior to her athletic career, Denise was a Systems Engineer at BAE Systems, specialising in human-system interaction and cockpit design on the Eurofighter Typhoon. This is what started her career-long obsession with human-centred design and creating systems and services that are best matched to real human behaviour.

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