Behavioural Economics is a field of study that seeks to understand the human decision-making process. This process is largely unconscious and when asked why certain decisions are made, we tend to self-report in a way that contradicts our actual behaviour.

Understanding this is fundamental to uncovering the insights we crave as designers.

I’ve been using Behavioural Economics principles for the past few years in Service Design and UX Design projects for TUI, HSBC, and SO-SURE. Click the button below to read the presentation I put together to introduce this field of study to the Marketing team at FARFETCH.

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