Have you ever abandoned a digital shopping cart because the checkout process had too many steps, how about a Digital Kiosk?"
Have you ever found yourself not speaking up or giving an idea in a meeting, because no one else does it?
These are common examples of how both the environment and our internal cognitive processes can impact our productivity and decision-making.
By gaining a deeper understanding of decision-making, we can create better experiences.
Instead of relying on assumptions and gut feelings about how employees or customers should behave, an evidence-based and systematic approach to decision-making would consider the actual drivers of behavior.
If you want to evaluate, you could use the ABCD framework which can help you to identify behavioral problems.
Good to note is that the framework is part of the BASIC model from the OECD - OCDE and Pelle Guldborg Hansen from iNudgeyou –The Applied Behavioural Science Centre
ABCD looks at:
1)Attention: Our attention is limited
2)Belief: We often rely on mental shortcuts and intuition, which can lead to over/underestimating things
3)Choice: Influenced by how things are framed, social aspects, as well as situation and context.
4)Determination: Our willpower is limited
In the ABCD framework Wheel, you can find tactics such as:
-Arrange Choices -Create a sense of community -Work with Friction -Timing
Of course like any behavior change framework and model, you have to follow a logical process and know when to use them and what to combine them with (mixing methods) to get better outcomes.
To summarize
The ABCD framework is something you can use as a thinking tool along with other tools to analyze how your current product or service is doing.
Have you used it? If not, what do you use?
Palle also has a book coming out BASIC – The Practitioner’s Handbook - you can find it on the INudgeyou website.