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Using behavioral design to influence and persuade others
by IE Behavioral Economics Club
Back to IE Behavioral Science Week
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Raphy March - Cowry
Event description: At Cowry, they take a different approach to use Behaviour Design, as they believe behavioural design has always been about incorporating the behavioural science with graphic/UX/UI design to make it more behaviourally compliant. In this event, Raphy will be explaining how she uses Behavioral science to design solutions, and will explain the difference between Behavioural Design vs Designing Behaviourally.
Christina Gravert - Impactually
Event description: Reminders can change behavior – but how do we maximize their impact without annoying or alienating recipients? In this talk, Dr. Christina Gravert will share her field experimental research on reminders in different domains. Find out why plain reminders might be better than reminders with lots of information and why the people who seem not to need reminders might be most interested in receiving them.
Dan Bennett - Ogilvy
Event description: The power of combining behavioural science with the fields of creativity and innovation. Behavioural science at its simplest gives us more options, people often think besci is deductive, but actually used correctly it can be very divergent and open up the solution space.
Speakers
Raphy March
Cowry
Raphy is Chief Design Officer at Cowry. With a background in perceptual psychology, she draws on design, UX and behavioural science to create innovative behavioural interventions that transform the customer and employee experience.
Raphy has led the experience optimisation process for over 50 of the world’s major brands across retail, health and finance. She works with clients to develop practical and innovative solutions to their behaviour-based issues, including Amazon, Sky, Tesco, Aegon, Sainsbury’s, Chubb Insurance, The Times, Adobe and Coca-Cola.
Jessica Tollette
Dr. Jessica Tollette is the academic director of the Bachelor in Behavior and Social Sciences at IE University. She has experience teaching courses on research methods, race, gender and education. Her research interests include race, ethnicity, immigration and intergroup relations. Dr. Tollette’s previous research examines immigration policy, immigrant integration and intergroup relations in Madrid. She has previously received several awards and grants to conduct her research, including a Fulbright grant to Spain. In addition to teaching and research, Dr. Tollette has also worked extensively with undergraduates in the realm of diversity and inclusion and pre-career and academic advising. Prior to obtaining her Ph.D., she worked as a management consultant at Monitor Group where she specialized in marketing consulting and diversity recruitment. She received her M.A. and Ph.D. in Sociology at Harvard University and graduated magna cum laude from the University of Pennsylvania with a degree in Communication. When she is not in the classroom, Dr. Tollette enjoys live music, a tough workout, travel, podcasts, practicing mindfulness and spending time with her family in California.
Dan Bennett
Ogilvy
Dan is a practitioner, speaker and writer on the creative application of behavioural science to the world's stickiest challenges. Joining the practice at its commencement in 2012, he has worked on over 80 of the world’s major brands & organisations.
He has a diverse experience working across the design of products and services, consulting for organisational change and communications across all channels, across many markets.
He has led pioneering projects with Spotify, Facebook, Unilever, Nestle, Public Health England, Gatwick Airport, ITV, the Times, British Airways, Mr Muscle, Diageo, Adobe, the EU Parliament, Comic Relief and many more. And winning a range of awards from the Creative Circle, Cannes Lion to the Nudge awards.
He has been lucky enough to be invited to speak to audiences in over 20 countries about the unseen opportunities behavioural science brings. Some highlights have been Harvard University, National Security summits, Marketing and Social Media conferences, Super Yacht congresses and financial conferences. He has also helped curate & host Nudgestock the world's largest festival of Behavioural Science since it began eight years ago.
Christina Gravert
Impactually
Christina Gravert studies how people make decisions and how they can be motivated or nudged to "do the right thing" in environmental sustainability, health and charitable giving. She aspires to increase the welfare of individuals and society through behavioral insights and evidence-based decision making. Dr. Gravert is an Assistant Professor at the Department of Economics at the University of Copenhagen and Co-Founder of Impactually.