Changing Consumer Behaviour | Georges de Boeck | Beyond Coding Podcast #119

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 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 #Software #Technology #Podcast - Connect with Patrick Akil: https://www.linkedin.com/in/patrick-akil https://twitter.com/PatrickAkil_ Feedback is always welcome :) Beyond Coding is a weekly podcast with fireside chats on tech, entrepreneurship and career journeys. Common topics are: software engineering, leadership, self-improvement and entrepreneurship. Authentic, informative and inspiring. That's the aim for each episode. Shoutout to Xebia for making these episodes possible 💜: https://www.xebia.com Beyond Coding on your favourite podcast platforms 🎙: Spotify - https://open.spotify.com/show/7asIKIPU3N6n0SNWHxwMnQ Apple Podcasts - https://podcasts.apple.com/us/podcast/beyond-coding/id1572440477 Google Podcasts - https://www.google.com/podcasts?feed=aHR0cHM6Ly9hbmNob3IuZm0vcy81YmI1N2VhYy9wb2RjYXN0L3Jzcw== Audible - https://www.audible.com/pd/Podcast/B08K56MZBQ Anchor- https://anchor.fm/beyond-coding Castbox - https://castbox.fm/channel/id4169675 Breaker - https://www.breaker.audio/beyond-coding Pocket Casts - https://pca.st/gljc9jhh Radio Public - https://radiopublic.com/beyond-coding-G3YVLg Equipment we use 💕 Rodecaster Pro - https://www.amazon.com/-/en/dp/B07M5LQ1YZ/ref=sr_1_1 Rode Procaster - https://www.amazon.com/Rode-Procaster-Broadcast-Dynamic-Microphone/dp/B001IPUJJI/ Beyerdynamic DT770 Pro - https://www.amazon.com/Beyerdynamic-Professional-Headphones-Limited-Renewed/dp/B07KWY57MR/