#14 Adopt an iterative test and learn approach with your interventions
#15 Big presentation? Practice (and seeming like a prat) makes perfect
Chapter 6: Clothes Washing Habits, Thailand
Washing clothes by hand in Thailand
A fabric conditioner which saves water, time and energy
Changing clothes washing behaviour
The behavioural diagnosis
The effort heuristic
A technical bucket to increase perceived effort and efficacy
Creating the bucket
Insurmountable hurdles
Do it yourself: a toolkit for building an ecosystem of capabilities
#16 Forge connections with doers
#17 Build an ecosystem of relationships
#18 Unearth insights from specific contexts
Chapter 7: Tackling Obesity, Mexico
Changing the behaviour of an entire country
Behavioural science expertise to support a nationwide campaign
Hermosa Esperanza: an interactive TV show
Behavioural nutrition
‘Evoluplates’ to reduce default portion sizes
Three-dimensional story plates to distract children from eating vegetables
An arm-wrestling juicer to make fruit feel macho
Engaging viewers online
Big results
The behaviour change movement lives on
Do it yourself: a toolkit to drive behaviour change at scale
#19 Think big
#20 Think small
#21 Tie together the big and the small with a behavioural model
Chapter 8: From Initial Pilot to Business Growth, Scotland
The P-R-O-O-F-I-N-G ladder
P is for Pilot
R is for Recognition
O is for Operationalise
O is for Organisational-ise
F is for Future state
I is for In-house
N is for Normalise
G is for Growth
Do it yourself: a toolkit to start embedding behavioural science at scale
#22 The first rung on the ladder is critical, so prioritise getting your first proof point
#23 Climb one rung at a time
#24 Reaching the top of the ladder
Chapter 9: Reducing Criminal Reoffending, UK
Reducing criminal reoffending
Using behavioural science to improve the service user experience
Better letters
Better conversations
Empowering Ingeus to apply behavioural science themselves, through training
A better experience for customers and employees
Do it yourself: a toolkit to train your organisation in behavioural science
#25 First, soak up the free resources
#26 Then, scour open market courses
#27 Ultimately, hire a behavioural science expert
Chapter 10: Saving More Money, UK
Turning transactional calls into relational calls
Helping customers to take advantage of their ISA allowance
Why wait for a long-term outcome when you could easily measure an output?
The challenges of measuring outcomes versus outputs
A successful outcome
Do it yourself: a toolkit to help you measure the right thing
#28 Challenge your inner cognitive miser – measure the true outcome
#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