#29 Keep the outcome simple – how much does it cost?
#30 Expect an emotional rollercoaster
Chapter 11: Designing Ethical Nudges, Scotland
From phone calls to screens: the evolution of customer service
Inherently biased choice architecture
Rebalancing the choice architecture
Treading the fine line between moral corruption and moral correctness
Do it yourself: a toolkit to design mutually beneficial and ethical nudges
#31 Does it align with your personal ethics?
#32 Does it align with your company ethics?
#33 Does it align with the wider market’s ethics?
Chapter 12: Transforming a Customer Value Proposition, UK
Tesco’s online shopping proposition
Extend handpicked invitations to the stakeholders you want involved
Involve a senior stakeholder in the organisation
Create social cohesion by articulating a common goal
Solicit a commitment to the session
Create a shared behavioural science epiphany
The more people are exposed to ideas, the more they like them
Using these principles to galvanise a multidisciplinary team
Emails optimised by a multidisciplinary team
Small tweaks, big results
Do it yourself: a toolkit to galvanise multidisciplinary teams using behavioural science
#34 Use scarcity to motivate involvement
#35 Get sponsorship from an authoritative messenger
#36 Solicit commitments to solidify involvement
Chapter 13: Ink Stamps and Clean Hands, Chile
The importance of ‘dirty consulting’
How do you get abattoir workers to wash their hands?
The site visit: a behavioural audit
The workshop: designing the intervention
Executing the idea
Intervention and measurement
Do it yourself: a toolkit for diagnosing, designing and measuring behavioural interventions
#37 Diagnose the problem with a behavioural audit
#38 Solve the problem using behavioural design
#39 Run an experiment to measure the outcome
What happened next for the handstamp?
Chapter 14: Preventing Falls with Pink Walls, London
Using behavioural science to eradicate unsafe behaviours in construction
Understanding the problem with a behavioural audit
Using behavioural insights to design safety nudges
The Cool Canteen: a space designed to reduce testosterone
The GoldCard reward scheme
The Weekly Walkround: spending some time in the shoes of a supervisor
Measuring the impact, whilst avoiding the Hawthorne effect
Step-changing results
Do it yourself: a toolkit for applying behavioural science to your world
#40 Follow points 1–39
Conclusion: It’s over to you
Repeatability, rather than replicability
The future of applied behavioural science
Your toolkit for using behavioural science in business
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Chapter 6
Chapter 7
Chapter 9
Chapter 10
Chapter 11
Chapter 12
Chapter 13
Chapter 14
April
About the authors
Jez Groom
Jez has been practising behavioural science for over ten years working with some of the biggest organisations around the world, and was the co-founder of Ogilvy Change and Engine Decisions. In 2016 he founded
