Key takeaways from Somo’s London Tech Week event - The Power of Positive Change.

By
Laura Dixon, Marketing Executive in London, UK
Date:
22 June 2022
Photograph:

On the 16th June, we hosted our latest webinar ‘The Power of Positive Change’, bringing together industry experts including Dr Weston Baxter (Imperial College London), Kate Nightingale (Consumer psychologist, founder of Humanising Brands), Matt Ford (ex Tandem Bank), and Ross Sleight (CSO, Somo), to explore how behavioural science will impact the future of digital. 

The panel kicked things off by discussing why behavioural science matters in digital,  and then moved on to the subject of how to create user-focused products and identifying brands who are getting it right. Here are some of the key learnings: 

Let’s start with a definition of behavioural science

Behavioural science is the science of human beings and the study of human behaviour. Our experts noted that it is the complexity of human behaviour that makes us more beautiful as a species and that brands are at their most successful when they take this complexity into account. 

Friction can sometimes be a good thing

It’s easy to assume that the simpler the process the better, that customers want seamless digital experiences with as little friction as possible. The panellists argued that the right kind of friction can aid comprehension and designing simple, frictionless digital products won’t always encourage users to think or act in the way we want them to. 

Understanding individuality is key

The vast majority of challenges we face when designing digital experiences can be solved by understanding the user on a deeper level. Human behaviour is never random, we’re driven by emotion and our patterns can be predicted. So having a one size fits all approach is the wrong way to go, you have to understand the individual in order to make a difference.

We can’t forget about trust

Establishing trust with users is fundamental to a top-class digital product. Studies show that when brands, especially in the financial sector, make their in-app processes too easy, customers view them as untrustworthy and worry that their data may be in danger.  So finding the balance between complexity and simplicity is key to building and maintaining trust with users. 

Which brands are doing it right?

Our panel agreed that some brands are already implementing behavioural science successfully into their digital platforms. Headspace, which focuses on mental health and mindfulness has created a platform with the customer in mind at every interaction or touchpoint. Everything from the colours and shapes to the style of sessions they offer has been chosen after considering the impact they will have on the user. Amazon is another who understands what their customers want and have delivered exactly that. Their digital experience is simple and straight to the point whilst also including enough steps to prevent mindless impulse buying. 

A few things to take away

When it comes to building digital products, we need to be doing more testing. Even if that means starting small with A/B exercises before moving on to testing certain hypotheses. It’s also important for product teams to think about how to incorporate behavioural design into the entire process of design, not just adding it at the end as an afterthought. One thing is for sure, the largely untapped knowledge of behavioural science will be fundamental to designing the future of user centred digital experiences.

To watch the webinar, click here.

If you'd like to explore any of these topics further, or if you want to chat about how behavioural science can help with your business’ challenges, please get in touch. We're happy to organise a session for you and your team.