Design for Behavioral econ meets ux #DESIGNFORACTION Welcome! wi-fi: Arlington Wireless (no password) Track ONE Track Two Ballroom Black box theatre Please note that the Black Box Theatre is only accessible through the Ballroom. In order to minimize disruptions, we ask that you commit to one track for the duration of that session. 8:15-9:00 AM • REGISTRATION AND BREAKFAST 9:00-9:15 AM • OPENING COMMENTS: STEVE WENDEL What is Behavioral Economics & How Can It Be Applied to Products? Steve is the Founder of the Action Design Network, and author of Designing for Behavior Change. He serves as the Principal Scientist at HelloWallet, where he helps users take control of their finances through behavioral science. 9:15-10:15 AM • KEYNOTE: KELVIN KWONG Behavorial Change Design for Wearable Devices The Jawbone UP leads a new wave of wearable computing devices, helping its users become more active, sleep more and eat better. Learn how Jawbone purposefully designs UP to support behavior change, using the latest behavioral science research. Kelvin is Jawbone UP’s product manager, and leads behavior change design for its software. 10:15-10:30 AM • COFFEE BREAK 10:30-11:10 AM • Kristen Berman 10:30 - 11:55 PM • UX FOR GOOD Hacking Human Nature for Good: Practical lessons in applying social science to product development Jeff Leitner and Jason Ulaszek As a product community, we now have an overflow of user data and web analytics to help us understand what is going on in our products and the Agile project structure to support uncertainty. There is only one thing left… How do we take this data and use it to improve people’s lives? The missing link in our product-creation process is to understand and apply insights within human psychology (or more plainly, to understand your user’s mindset at the point of decision making). Kristen founded Irrational Labs with Dan Ariely in 2013 to help companies understand and leverage behavioral economics–how and why people make the decisions they do. Kristen works with partners to design, test and scale products that use behavioral economics. 11:15-11:55 AM • Chris Risdon Behavior Change as Value Proposition Design to support behavior change is getting increased exposure as technology has allowed products and services to have a more pervasive role in people’s lives. What impact does the ability to passively collect data and present it back in a meaningful way have in people’s lives? We are interacting with this data of our everyday lives in new ways. Smart products with personalized intelligence about our behavior help us track how many times we brush our teeth or walk the dog, with the hope we’ll be better at maintaining these habits. Where do these new offerings map on our landscape of products and services? What impact does data have on our behavior? How do data visualizations amplify persuasion and impact behavior? While more products have an explicit influence on our daily lives, they require you to increasingly relinquish selfdetermination as a prerequisite for use. How do we design to support behavior change as a value proposition? Chris Risdon is a design director at Adaptive Path. He’s a multidisciplinary designer with an MFA in design and experience in graphic, interaction and service design. Earlier this year, UX for Good enlisted a team of user experience designers to work on behalf of an institution with an undoubtable moral mandate for action: the Kigali Genocide Memorial in Rwanda, final resting place for more than 250,000 people killed in the 1994 genocide. Aegis Trust, the organization that built and operates the memorial, wanted to make sure that visitors were offered not just a strong emotional experience at the memorial site and museum, but opportunities to help stop genocide today and in the future. With the help of the Rwandan people, the team of designers made use of an array of resources and design skills, from experts on museum design to their own personal observations at the memorial site. Inspired directly by the young people who visited and worked at the Kigali site across various programming and educational initiatives, the designers developed a model the Kigali museum—and all museums—can use to convert profound emotional experiences into action. Over the last few months, the designers involved have continued investigating the model and are now ready to begin testing and learning more about its applicability to museums around the world. But, we need your help - we want you to prototype a toolkit that captures and shares globally what we’re learning. Jeff Leitner is founder of GreenHouse, a portfolio of ambitious social impact projects jointly developed by the founders of Insight Labs and institutions, governments and NGOs in the US and Europe. He is also Innovator in Residence at USC School of Social Work, founder of UX for Good, founding director of Greenhouse Fellowship and founding partner in The Brador Group, Ltd. Jason Ulaszek leads the experience strategy practice at Manifest Digital. He has worked with some of the biggest and most influential brands in the country, including Allstate, Cardinal Health, Kohl’s and Mattel, helping them identify new business opportunities to improve brand awareness, customer satisfaction and loyalty. He is also a founder of UX for Good. 12:00-1:15 pM • LUNCH AND NETWORKING 1:15-1:55 PM • MICHAEL NORTON Transparency and Trust How can organizations—from companies to governments— gain the trust of their key stakeholders (from customers to constituents) to increase both buy in and buying? Customers frequently feel that they are being overcharged for services that seem costless (such as ATM machines), while citizens feel that they are overtaxed for services they believe they do not use. Michael Norton will show that by increasing operational transparency—showing the work being done on stakeholders’ behalf—organizations can (re) gain trust, increase satisfaction, and trigger purchase. A Professor at the Harvard Business School and member of the Harvard Behavioral Insights Group, Michael is also a co-author of Happy Money: The Science of Smarter Spending. His research has been featured twice in the New York Times Magazine Year in Ideas issue, as well as Harvard Business Review‘s Breakthrough Ideas, and Wired Magazine’s Smart List. 2:00-2:40 PM • MATTHEW PEARSON Inspiring Trust: Improving the Accuracy of Airbnb Reviews Online marketplaces like eBay, Etsy, and Airbnb rely heavily on the quality of user reviews. These companies, including Airbnb, face a challenge—how to encourage users to be honest in their reviews, or to write them at all. New York Times columnist Thomas Friedman recently wrote that “Airbnb’s real innovation is not online rentals. It’s trust.” Trust is particularly important on Airbnb because the experience moves from online to offline as hosts and guests meet in person, often in the host’s primary home. Airbnb recently conducted extensive research to understand how to improve the trustworthiness of the reviews system. This session will describe the research process, the discovery of potential product changes, and the resulting impact on business metrics. Matthew is a behavioral economist on Airbnb’s product team. 1:15-1:55 PM • Rapid fire presentationS Lisa Goldberg: A Usability Test Is Not A Focus Group Learn the differences between usability and market research, when each type of research is most useful for product design and development, and practical considerations for integrating research into your projects. Lisa is a Manager Information Architect at Sapient Wendi Chiong: Beyond the Usability Lab Learn how innovative exploratory research methods can shape product development by uncovering profound and often unexpected insights about user behaviors and motivations. We’ll discuss techniques for incorporating exploratory, creative UX research into the product development process. Wendi is a User Experience Researcher at AnswerLab John Whalen: Seducing the Six Minds This talk introduces Emergent UX—a process designed to dramatically improve product design by deeply understanding your audience’s conscious and unconscious needs on cognitive and emotional levels. John has a PhD in Cognitive Science and leads Brilliant Experience. 2:00-2:40 PM • Anastasiya Pocheptsova The Renting Mindset It is increasingly common for products—movies, designer bags, furniture, TVs, textbooks—to be offered for purchase by some retailers and for rent by others. Subscription and shared ownership options are among the most fast growing sectors in the economy (think Airbnb, Uber, RentaRunway). But what do we know about consumer decision processes behind the choices to rent or temporarily own products? How should companies design and promote options that are targeted towards renters vs. buyers? Anastasiya has a PhD in marketing from the Yale and is an assistant professor at the University of Maryland. 2:40-3:00 pM • Snack break 3:00-3:40 PM • Dustin DiTommaso Brains, Games and Behavior Change Dustin blazes trails with his work, merging design with motivational psychology and technology to help people change their lives. Putting theory into practice, he delivers solutions that transform people’s attitudes, behavior, and physical and financial health. He designs products and programs that incorporate behavior change and gameful design for clients ranging from innovative start-ups to Fortune 500 companies. An accomplished speaker and trainer on the subject of behavior change, Dustin participates in many health and design conferences both nationally and internationally. 3:45-4:25 PM • Josh Wright Bridging the Action-Intention Gap using Behavioral Design In this talk, Josh Wright will share a bit about the unique ideas42 methodology and approach to behavioral design, which focuses on human decision-making and behaviors one specific context at a time, with the aim of improving millions of lives. Spanning the when, why and how to use these insights from human behavior to maximize social impact, the session will close with real-world examples. Josh is the Executive Director of ideas42, a non-profit behavioral ideas lab. He leads the organization’s work across multiple domains in the public and private sector to design and test scalable solutions to complex social problems using cutting-edge behavioral insights. #DESIGNFORACTION 3:00-3:40 PM • Julian Jamison Modernizing Mandated Disclosures The Consumer Financial Protection Bureau (CFPB) has been applying 21st-century ideas from design, behavioral economics, and psychology to consumer-facing products in a variety of areas, including its own website. This presentation will primarily focus on the Bureau’s work regarding mandatory disclosures for financial products, such as prepaid cards and mortgages. Key principles such as avoiding information overload and salience are informed by best practices in the broader user experience community. The Bureau believes in rigorous testing to evaluate the efficacy of potential disclosures and other policies. Julian C. Jamison is a behavioral economist whose research uses theoretical modeling, laboratory experiments, and field experiments to explore individual preferences and information, as well as how those attributes influence behaviors and outcomes. He has consulted for the World Bank, NASA, and Lockheed-Martin. 3:45-4:25 PM • Pamela Chan Behavior Change for Non-Profits Workshop After learning about how different innovators are designing for action, here’s a chance for you to try out behavioral design for yourself. Using a real life challenge from the non-profit world, you will learn how to identify barriers to behavior change and brainstorm solutions to nudge people past them. Once we’ve had a chance to hear your ideas, see what really happened when a behaviorally-informed solution was put to the test in the organization. Pamela Chan leads the innovation research and design portfolio at CFED (Corporation for Enterprise Development), a non-profit based in Washington, DC that seeks to expand economic opportunity in the U.S. In her work, she draws lessons from marketing research, psychology, and behavioral economics to create and enhance community-based services that build financial capability and assets in low-income communities. esign for 4:25-4:45 pM • BREAK 4:45-5:45 pM • KEYNOTE: STEPHEN ANDERSON From Paths to Sandboxes Designers are trained to guide users toward predetermined outcomes, but is there a better use of this persuasive psychology? What happens if we focus less on influencing desired behaviors and focus more on designing ‘sandboxes’: open-ended, generative systems? And how might we go about designing these spaces? It’s still “psychology applied to design”, but in a much more challenging and rewarding way! In this talk, speaker Stephen P. Anderson will share the journey he’s been on, from trying to shape and influence a user’s path, to creating these sandbox environments. You’ll learn why systems such as Twitter, Pinterest, and Minecraft are so maddeningly addictive, and what principles we can use to create similar experiences. Stephen is an internationally recognized speaker and consultant based out of Dallas, Texas. He created the Mental Notes card deck, a tool that’s widely used by product teams to apply psychology to interaction design. He’s also of the author of the book Seductive Interaction Design. 5:45-6:00 pM • Closing comments: Zarak Khan 6:00-8:00 PM • After party and networking Le Meridien’s Amuse Bar • 1121 19th St N, Arlington, VA 22209 Spend some time enjoying the company of your new friends and colleagues at Le Meridien’s Amuse Bar, right around the corner from Artisphere. Drinks will be available for purchase as we network and hang out against the stunning backdrop of the DC skyline. “Marketing demographics and functional specs cannot tell me if our customers are going to be by the design decisions we are making... In this sense, we have one of the most VALUABLE InSIDE OUR ORGANIZATION: delighted We represent the customer.” – Stephen Anderson JOBS V E N U E MA P TRACK ONE Kitchen Ballroom Glass Elevator Ballroom Storage TRACK TWO Green Room Women Mechanical room Men To Do m e En tra nc e ater Mechanical room Security ARTISPHERE Do Do Tenant Elevators Elevators to Parking Garage wn sk De Ar t El hisp ev h at er or e m s e Ga lle ry nt o Fr e ag or St Freight IT Tenant Elevators Lower Town Hall Freight Dressing Room Family Restroom Storage Black Box Exit to Freedom Walk 1101 Wilson Blvd Arlington, VA (703) 875-1100 Nearest metro: rosslyn S P O N S O R S esign for About the Action Design Network The Action Design Network is a community of over a thousand practitioners and researchers interested in exploring the use of behavioral economics and psychology in the design and development of products that help people take action to improve their lives. We organize monthly Meetup events in Washington D.C, San Francisco, Boston and New York City, bringing together researchers, designers, product managers, and entrepreneurs to learn about cutting edge behavioral research, and how to practically apply it in everyday consumer products. We are thrilled you are able to join us today and would love to see you at the next Meetup! If you’re interested in speaking, let us know at [email protected]. ACT I ON D ES I G N E R . N E T d e s i g n e d b y K at h r y n c l a r k • k at h r y n c l a r k d e s i g n . c o m