Design that drives action
Chief Instigator at ZURB
Thursday, November 17th
7pm at Coffee and Power workclub
Where: 1825 Market Street at pearl
Who's it for?
online games designers. Product Managers. Founders. Engineers...
...at companys that want to get more
customers using their product.
In this talk, we'll dive deep into the psychology of web users and show powerful examples to help illustrate how marketers can think beyond a single landing page and earn powerful bumps in sales through conversion actions.
Bryan's experience with dozens of the world's most transformative startups has given him unique insight into how users behave on the web and what drives lifecycles of customer success.
This talk plays on the Startuponomics principles that people act irrationally and that web design should acknowledge and then test how to design for irrational decision making.
The Behavioral Economics Summit for Startups
August 26-28th, 2011
The event is over this year, but stay tuned for next year's! Submit an application if you want to stay in the startup-onomics loop throughout the year.
Startup-Onomics is about infusing behavioral economics into the core DNA of new online companies.
Through interactive lectures in the morning and 1:1 working sessions with famous industry experts in the afternoon, you'll walk away with the scientific tools to better understand your customers and build products that meet their needs.
These techniques are proven to increase site conversion rates, create effective pricing strategy, improve customer and employee retention and overall help users change the 'hard-to-change' behavior.
What is behavioral economics?
As business owners, we want to design products that are useful, we want customers (lots of them), and we want to create a motivating work environment. But it’s not that easy. In fact, most of the time that stuff takes a lot of hard work and a lot of trial and error.
Good news. There is a science called Behavioral Economics. This attempts to understand people’s day to day decisions (where do I get my morning coffee?) and people’s big decisions (How much should I save for retirement?).
Understanding HOW your users make decisions and WHY they make them is powerful. With this knowledge, companies can build more effective products, governments can create impactful policies and new ideas can gain faster traction.
Behavioral economics is the study of what people (you, your employees, your potential customers) actually do and why, when dealing with financial decisions, health decisions, purchases, investment, driving, etc.
At StartUp-Onomics, you’ll start to understand human complex behaviors and then spend time applying the concepts to your own company.
Questions we’ll answer with you during group and 1:1 sessions:
How do your customers think about spending their money?
We’ll uncover perception of value for your product/service and start to think about how you can improve it.
How can you motivate action?
You’ll learn tools to change your user’s behavior and help them make better decisions.
How can you amplify (or kill) employee energy and motivation?
You can’t do the Startup thing alone. We’ll review specific ways for you to empower others to get on board with your vision.
How do you use observation and experiment to figure out when (or if) people will behave outside of my expectations?
We’ll design practical experiments you can actually apply to your specific business.
It’s your job as a Startup to understand your user’s behavior and more importantly understand the implications of this behavior to your bottom line. StartUp-Onomics is a crash course in doing this.
Who should attend?
New companies. This will benefit founders, designers, product people and all others who are designing or philosophizing your user experience.
You can come for one or all three days. When applying, please specify what day(s) you would like to attend.
This is an all-star cast of speakers, including opportunities for 1:1 discussions on specific business problems.
James B. Duke Professor of Psychology & Behavioral Economics at Duke University
Dan is the James B. Duke Professor of Psychology & Behavioral Economics at Duke university, where he holds appointments at the Fuqua School of Business, the Center for Cognitive Neuroscience, the School of Medicine, and the department of Economics. He is also the founding member of the Center for Advanced Hindsight.
Dan earned a bachelor's degree in psychology from Tel Aviv University, his master's and doctorate degrees in cognitive psychology from the University of North Carolina, and a doctorate in Business Administration from Duke University.
He is the author of two New York Times Bestsellers: 'Predictably Irrational: The Hidden Forces that Shape Our Decisions' and 'The Upside of Irrationality: The Unexpected Ways We Defy Logic at Work and at Home.' His research has been published in leading psychology, economics, and business journals, and has been featured occasionally in the popular press. He is a regular contributor to Marketplace on NPR.
Michael I. Norton
Associate Professor of Business Administration Harvard Business School
Michael I. Norton is an Associate Professor of Business Administration in the Marketing Unit at the Harvard Business School. He holds a B.A. in Psychology and English from Williams College and a Ph.D. in Psychology from Princeton University. Prior to joining HBS, Professor Norton was a Fellow at the MIT Media Lab and MIT’s Sloan School of Management.
His work has been published in a number of leading academic journals, including Science, the Journal of Personality and Social Psychology, Psychological Science, and the Annual Review of Psychology, and has been covered in media outlets such as the Economist, the Financial Times, the New York Times, the Wall Street Journal, and the Washington Post. His research has twice been featured in the New York Times Magazine Year in Ideas issue, in 2007 (Ambiguity Promotes Liking) and 2009 (The Counterfeit Self). His “The IKEA Effect: When Labor Leads to Love” was featured in Harvard Business Review’s Breakthrough Ideas for 2009
Professor of Organizational Behavior at Stanford University
Frank Flynn is a Professor of Organizational Behavior and the Hank McKinnell-Pfizer Director of the Center for Leadership Development and Research at Stanford University’s Graduate School of Business. His research focuses on the topics of employee cooperation, work group dynamics, and leadership in organizations. A winner of multiple teaching awards, Professor Flynn’s courses focus on developing leadership skills at various organizational levels—from high-potential managers to senior executives.
Associate Professor of Marketing at the Haas School of Business, University of California, Berkeley
Leif Nelson is an Associate Professor of Marketing at the Haas School of Business at University of California, Berkeley. His research has looked at the factors influencing the enjoyment of experiences and the frequent observation that those factors are neglected by consumers. Leif has been published in a number of leading scientific and business journals and has been covered in the Wall Street Journal, the New York Times, the Economist and many other media outlets. His recent research has looked at Pay-What-You-Want pricing and its potential role in sustainable efforts at corporate social responsibility.
Hal R. Varian
Chief Economist at Google
Hal R. Varian is the Chief Economist at Google. He started in May 2002 as a consultant and has been involved in many aspects of the company, including auction design, econometric analysis, finance, corporate strategy and public policy.
He is also an emeritus professor at the University of California, Berkeley in three departments: business, economics, and information management. He received his SB degree from MIT in 1969 and his MA in mathematics and Ph.D. in economics from UC Berkeley in 1973.
He has also taught at MIT, Stanford, Oxford, Michigan and other universities around the world. Dr. Varian is a fellow of the Guggenheim Foundation, the Econometric Society, and the American Academy of Arts and Sciences. He was Co-Editor of the American Economic Review from 1987-1990 and holds honorary doctorates from the University of Oulu, Finland and the University of Karlsruhe, Germany. Professor Varian has published numerous papers in economic theory, industrial organization, financial economics, econometrics and information economics.
Hal is the author of two major economics textbooks which have been translated into 22 languages. He is the co-author of a bestselling book on business strategy, Information Rules: A Strategic Guide to the Network Economy and wrote a monthly column for the New York Times from 2000 to 2007.
editor-in-chief of Wired magazine
Chris Anderson is the editor-in-chief of Wired magazine. He worked at The Economist for seven years in various positions and served as an editor at the two premier science journals, Science and Nature. Education background in physics, including research at Los Alamos.
With his New York Times bestseller The Long Tail, he named the rise of the niche as a powerful new force in our economy—why the future of business is selling small quantities of more things to the few people who want those things; how all of those small communities together make up a vast market potential, and how the efficiencies of digital and web technology make it possible.
Chris’ book, Free: The Future of a Radical Price, a New York Times bestseller, is now available in paperback with the title Free: How Today’s Smartest Businesses Profit by Giving Something for Nothing.
Noah J. Goldstein
Assistant Professor of HR & Organizational Behavior at UCLA Anderson
Noah J. Goldstein is an Assistant Professor of HR & Organizational Behavior at UCLA Anderson School of Management, where he has won awards for both teaching and research. His research centers on how to influence other people to win support for one’s ideas, initiatives, proposals, products, and requests. He is co-author of a book on persuasion called Yes!, a New York Times bestseller now translated in over 25 languages.
Dr. Goldstein’s work on persuasion was featured by Harvard Business Review in 2009 and has also been covered widely in the news media, including the New York Times, The Wall Street Journal, Scientific American, Time Magazine, the BBC, and National Public Radio. He has also consulted for a number of organizations, including Accenture, the United States Census Bureau, and the United States Forest Service, and he is on the Scientific Advisory Boards of two Fortune Global 500 companies: the Allianz Global Investors Center for Behavioral Finance and Express Scripts Inc.’s Center for Cost-Effective Consumerism.
Intro to Understanding how your customers make decisions
Break/Happy Hour: Beers and Bonding
DInner: Feedback loops, personal sensors and data visibility to incent desired behavior (Chris Anderson)
|August 27th||How your customers think about Money|
Introduction to the psychology of money and payment systems in a mobile world (Dan Ariely)
Online gambling startups and pay by mobile casino solutions. (Stan Smith)
Working lunch: The creation and role of habits in purchasing decisions (Dan Ariely)
Office Hours (Peer working sessions + 1:1 time with experts)
Dinner: Experiments @ google (Hal Varian)
|August 28th||Understanding your customers and employees motivations|
Why your social networking venture isn't working: Thoughts on the psychology of prosocial behavior (Frank Flynn)
How to build a team that likes what they do (Dan Ariely)
How to build a team that likes each other and works well together (Michael Norton)
Working lunch: How payment translates to performance (Dan Ariely)
How to Use the Power of Persuasion to Change People’s Behaviors (Noah J. Goldstein)
Office Hours (Peer working sessions + 1:1 time with experts)
|4:00pm||How to use gambling phycology to entice customers (Fergal Sharkey)|
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