Changing Consumer Behaviour with Georges de Boeck

Beyond Coding

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 - Intro
00:00:22 - Preshow baby talk
00:01:43 - How Georges got interested behaviour
00:03:23 - Wrong expectations
00:06:40 - Behavioural experiments to increase conversion
00:09:26 - Georges's guerilla experiment
00:11:41 - Interviewing customers
00:13:06 - Usability testing is difficult but valuable
00:14:58 - Letting go of your own opinion
00:16:00 - Your ideas might not be feasible
00:17:12 - Do we have too many processes?
00:18:26 - Boundaries make solutions more challenging
00:20:39 - Optimizing what you already have
00:21:50 - Becoming a specialist
00:23:39 - It's impossible to cancel my Hello Fresh subscription
00:26:08 - Conscious reputational damage
00:27:43 - Georges will never be a customer of this telecom provider again
00:30:08 - Mindset buying lottery tickets
00:31:18 - Blinkist increased conversion by focussing on customer problems
00:33:42 - Company USPs that are contradicting what other companies are doing
00:35:45 - Getting customers hooked just works
00:36:50 - Pokémon Sleep is genius
00:38:07 - Pokemon Go and gaming the system
00:39:03 - How to do microtransactions right
00:41:26 - Smart game design, but unethical
00:44:09 - Georges's weakness in buying books
00:45:54 - Companies selling your data
00:48:45 - City design to drive behaviour
00:51:50 - Experiments that create habits
00:54:21 - Helping people and not making money
00:56:15 - Choosing not to choose
00:58:24 - Patrick got all his wisdom teeth pulled
00:59:31 - Maybe I should've thought this through more...
01:00:15 - Dutch habit of not going to the doctor and dentist
01:01:47 - Final thoughts