Designing for Behaviours Change at Burberry

In the past years there have been changes in the way we use our devices.
This talk will give you an introduction of the psychology behind decision making and behaviour change to help creating lasting and repeatedly satisfying experiences.

Today, I'm going to take you around 4 big themes in 18 minutes.
Choice, Simplicity, Value and first time experience

PART I - The art of choosing

The Jam Experiment proves that we love to feel like we have extensive choices. But ultimately, it’s consistency, limitation, and giving careful consideration only to those choices that truly matter to us that ultimately motivates us to embrace our choices.

PART II - Understand Simplicity through decision fatigue

Simplicity will make or break an experience. 

Avoid adding clutter whenever possible, because it will detract from your users’ focus and reduce* their potential to complete the user goals that would turn them into repeat users.

*A KitKat CAN strike back willpower.

Don’t starve your users before they make a decision

PART III - Create repeatedly lasting value

Is there a pattern underlying how technologies hook us?

Your users should feel like there’s enough of a repeated value to using your product. They need both, a reason to return and a reminder to do so.

PART IV - Onboarding

Designing an engaging experience that offers lasting value is important.They need to understand what the product can do for them before they can use it and fall in love with it. 


Human could be influenced by a bit of extra choice but guided and triggered back if they are able to find value in our product.

However, there is always someone there inevitably pushing you to a particular kind of choice. We resist to one, we resist twice but at the end  it’s always easy to go with what you’ve told. 

So we, human, can be flexible in our choice. 

Now, we are conscious and aware that machines and even AI exist are used as an inflexible force which is a force to influence us, which makes us flexible. 

Which means than human adapts to machine but machines don’t adapt to human.

Therefore, we as designers must continue to embrace changes, focus on our user satisfaction by helping them make better decisions. It’s surely in our hand to design simple and meaningful product to help people adapt their behaviour in future.

Because As I always say to the team the

“future is now”.

A talk inspired by General Assembly.

Thank you for reading.
— UB