Designing for Decisions: Combining Behavioural Science with Content Strategy - Reflect Digital and Storyblok

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Overview

In this CMO Inspired Summit masterclass, introduced by Storyblok, Lottie Namakando, Director of Behavioural Science and Innovation at Reflect Digital, explores how to design content that fits the real behaviour of customers and website visitors.

Lottie explains how behavioural insight can be built into website and content design, and how a headless CMS enables the flexible testing and personalisation at scale that helps teams turn that insight into measurable results.

Key takeaways

  • User research often happens at the start of a website project, then gets overtaken by the build phase; keep behaviour at the centre throughout.
  • We make an estimated 35,000 decisions a day, so design for fast, intuitive 'system one' thinking, not just considered 'system two' thinking.
  • Reducing choices, such as only showing locations with availability, can greatly improve the customer journey.
  • Customers are 'hiring' you to solve a problem, so understand their existing behaviour and make each step, including the onward journey after a form, obvious.
  • Build a test-and-learn culture: when a test doesn't land, take it back to a behavioural perspective to understand why customers didn't engage as expected.

Watch the full session on YouTube: Designing for Decisions: Combining Behavioural Science with Content Strategy - CMO Inspired Summit

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