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MINDSPACE and User Experience (Part 1)

The MINDPSACE model (Messenger, Incentives, Norms, Defaults, Salience, Priming, Affect, Commitment, Ego) was the brainchild of Professor Paul Dolan, created to inform behavioural change polices for the government. Behavioural economics and consumer behaviour shows that by changing the choice architecture (the design of different ways in which choices can be presented to consumers, and the impact of that presentation on consumer decision-making), we have the capability to nudge people and society towards better social outcomes. In fact it turns out our behaviour is a lot more ‘automatic’ and somewhat less ‘reflective’ than we previously thought. 

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