Changing Consumer Behaviour with Georges de Boeck

Connect with Georges de Boeck: https://www.linkedin.com/in/georgesdeboeck Blinkist article (called it Blender, oops): https://uxplanet.org/how-solving-our-biggest-customer-complaint-at-blinkist-led-to-a-23-increase-in-conversion-b60ad514134b Full episode on YouTube ▶️ https://youtu.be/M1EkMTauIBU New episodes every Wednesday with our host ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠🎙Patrick Akil⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠!   Big shoutout to ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Xebia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ for sponsoring this episode! OUTLINE:00:00:00 - Intro00:00:22 - Preshow baby talk00:01:43 - How Georges got interested behaviour00:03:23 - Wrong expectations00:06:40 - Behavioural experiments to increase conversion00:09:26 - Georges's guerilla experiment00:11:41 - Interviewing customers00:13:06 - Usability testing is difficult but valuable00:14:58 - Letting go of your own opinion00:16:00 - Your ideas might not be feasible00:17:12 - Do we have too many processes?00:18:26 - Boundaries make solutions more challenging00:20:39 - Optimizing what you already have00:21:50 - Becoming a specialist00:23:39 - It's impossible to cancel my Hello Fresh subscription00:26:08 - Conscious reputational damage00:27:43 - Georges will never be a customer of this telecom provider again00:30:08 - Mindset buying lottery tickets00:31:18 - Blinkist increased conversion by focussing on customer problems00:33:42 - Company USPs that are contradicting what other companies are doing00:35:45 - Getting customers hooked just works00:36:50 - Pokémon Sleep is genius00:38:07 - Pokemon Go and gaming the system00:39:03 - How to do microtransactions right00:41:26 - Smart game design, but unethical00:44:09 - Georges's weakness in buying books00:45:54 - Companies selling your data00:48:45 - City design to drive behaviour00:51:50 - Experiments that create habits00:54:21 - Helping people and not making money00:56:15 - Choosing not to choose00:58:24 - Patrick got all his wisdom teeth pulled00:59:31 - Maybe I should've thought this through more...01:00:15 - Dutch habit of not going to the doctor and dentist01:01:47 - Final thoughts