It’s time to add the human dimension

WE CREATE BETTER EXPERIENCES BASED IN BEHAVIOURAL SCIENCE

Behavioural Design • Innovation • Gamification • UX • Experience design

TCL icon

Choice n. Election. Decision.

Labs n. Place of experimentation, improvement, creativity.

What is The Choice Labs

We are an agency specialising in the design of products, services, processes and experiences. With a solid and rigorous method, we apply the latest knowledge of human behavior to the development and improvement of any product, service or process that depends on the interaction with people.

Las disciplinas que utilizamos en The Choice Labs

What is Behavioural Science

Behavioral Science (BeSci) studies how people perceive, feel, think and decide. Related to disciplines such as Psychology, Behavioral Economics or Neuroscience, it provides new, surprising and extremely useful insights for anything that involves interacting with people: marketing, products and services, communications, processes, experiences, human resources, health, learning, habit creation, politics, policy making and public administration…

What is Gamification

Game makers, especially for online games, have been inventing strategies for many years to make their games more playful, interactive and engaging for players.

Gamification applies game techniques to non-game situations to improve engagement, motivation and interaction.

TCL icon

Our methodology

We have developed our own methodology, inspired from 3 different sources:

  • Frameworks and methods developed by the Behavioural Sciences
  • Our own 20 years’ experience in systems and process design
  • Agile Project Management

1. RESEARCH & ANALYSIS

Surveys and interviews, literature review
Behavioural Customer Journey
COM-B and  TDF analysis
Theory of change

2. STRATEGY

Change techniques catalogue
Intervention design (BCW)
Gamification
Evaluation and priorisation

3. IMPLEMENTATION

Detailed Design
Implementation & deployment
Data & metrics collection
Analysis of results

4. OPTIMISATION LOOP

Periodic metrics analysis
Re-evaluation
Implementation of improvements

TCL icon

Our services

This is a summary of the sectors in which we work, both public and private, and the actions we carry out.

UX and Product Design

App and web design
MVP’s
Interactive tools
Website and app optimization

Marketing & Branding

Branding
Business models
Psychological pricing
Viral loops

Service Design

Onboarding
Habits
Experience Design

Customer Management

Engagement
Loyalty
Lead generation
Personalization

Government

Social change
Communication
Nudges

Social Change

Fund-raising
Awareness and visibility
Changes of public opinion
Adherence to change programs

Political advocacy

Research
Argument
Strategy
Deliberative processes engagement

Projects

Behavioral Science is a young discipline, even more so its use in real applications. It is unknown for many people, that is why we include several examples of the type of projects we carry out.

Why do some customers ignore a great offer of something they already need?

How do you get them to increase their usage of something they need and are already paying for?

How can we help them make better decisions?

Any process or campaign that involves interaction with a client or user – who has to decide or do something – depends on how they experience the process: fears, expectations, attention, energy, motivation… Rational arguments are not enough. We also need to work on the context and how we present the information.

We analyze and redefine your customer-facing processes and campaigns so that they are better understood, easier to follow and more engaging, and facilitate a useful interaction.

The first experience of a new customer can make them a customer for life or to leave immediately.

We design onboarding experiences that make a great first impression, make it easy to use your product, and help your customers take advantage of it.

Building an app that does something right is just the first step. It also has to be very easy to use, learn, it has to help create habits, engage the user…

We design your app so that it performs well with all those additional requirements. With the help of Behavioral Science.

A pricing policy has two parts: the prices themselves and the way they are displayed. The same prices can look high or low depending on the context and how they are presented.

We show you how to present prices to give the image you want: luxury, economical, competitive, aggressive… And how to manage price changes and improve your margin.

Do you know what is an essential component of services with exponential growth such as Facebook, AirBnB or Wordle? That the service itself is viral: the users expand its value just by using it. And the element that makes it go viral is not just a marketing campaign, but something built right into the product.

We help you add that viral element to your product. From the beginning.

Do you know what the customer values about your product? What are the real needs you are solving? Hint: they are not features or functionalities, not even benefits.

We investigate the motivation of your clients, the competitors, and help you define your value proposition, to build upon the very elements that are going to engage them.

What makes customers loyal? It’s not about price or quality of service – it’s about making them feel better about your brand (your product) than switching to another brand. And that is something very emotional – although the clients themselves think that it is a rational decision.

We will find out what your customers value and give you ways to build upon it and keep them as long-term customers.

Getting small donations from lots of people is difficult. You have to find the time and place, the message, provide a context. And the decision to donate is deeply emotional – rational arguments just don’t do it.

We help you define and create the right environment to facilitate the decision to donate to your project.

How we form an opinion depend on much more than rational arguments. It depends on the context, on how it is presented, any prior information we have, the opinion in our group…

Just arguing is not the best way to change an established opinion.

Whether you want to create a favorable opinion on a new topic, or you want to change an existing opinion, we help you find a way to do it.

Everyone wants to train more, be fitter, feel good. But not everyone achieves it. There are very real barriers that prevent people from doing what they want – living a healthy lifestyle.

But there are techniques that help us help them. We can design systems that help them to go to the gym, to make it a habit and to maintain it in the long term.

It’s one thing to get them to buy your service. Another, that they use it frequently.

We build the elements that will make regular use become a habit. Help your users get used to it. Make it part of their lives.

These are the same techniques that companies like Facebook, Netflix or Uber use to hook their customers.

Every point of contact between you and your customer can make or break your relationship. Not paying attention to seemingly insignificant messages can destroy the effect of a good campaign.

We review all the contact points of your campaign, process, app or experience and we make sure that the information is adequate, is presented in the best possible way and that it improves the perception of your client.

TCL icon

Nuestro equipo

Xavier Paz

Xavier Paz

Xavier Paz

MSC in Biology, MBA. He specialises in ecommerce, digital products, web projects and apps, strategy and business models, Gamification and Behavioural Design. Linkedin

Carolina Campalans

Carolina Campalans

Carolina Campalans

PhD(c) in Social Sciences. Journalist. Master in Social Communication. Specialising in innovation management. She co-edited 4 research and educational books. Linkedin

Elisa Altamirano

Elisa Herrera

Elisa Herrera

PhD. BSc in Psychology. MSc in Gender Studies. Social researcher. Working in Human-Centred Design and Behavioural Science. Linkedin

TCL icon

Glossary

These are common terms in Behavioral Science and Gamification – you will find them often on this website and in our projects.

Behavioural Science terms

Behavioural Science

Behavioural Science studies how people think and make decisions. It is mainly a branch of Psychology, with relations with Economics, Neuroscience, Evolution…

A tendency of human beings to make a certain type of decisions, which do not obey rational arguments. Biases can create errors (they lead to non-rational decisions, which can be wrong) and are systematic (they always follow the same pattern).

More than 100 different cognitive biases have been described. For example, Confirmation Bias: we tend to ignore facts that contradict our beliefs. Or the Present Bias: we value immediate benefits much more than future ones, even if these are much greater. Or the Dunning-Kruger effect: we systematically overestimate our own skills.

Intentional and systematic organization of the conscious and subjective elements that influence at the moment of making a choice. The specific elements and the way in which they are presented can greatly influence the decisions that people make.

The order of the options, their number, the way in which the question is posed, the option that is proposed by default, incentives, etc., are considered.

For example, putting cakes on a higher shelf in a self-service restaurant leads to more fruit being consumed.

A seemingly simple change in a decision environment to get people to make certain decisions without prompting or forcing them. It is about helping them to make the right decision with a little “nudge”.

For example, setting as the default the option of receiving electronic invoices instead of paper ones, with the consequent savings in paper, transport and waste.

A modification to a process, experience or product, with the purpose of improving something for its users.

Interventions are applied especially in the public sphere, refering to improvements in health, education, taxation, savings…

The ability to make rational decisions is limited by the human capacity of information processing – which is limited and can be exhausted. It is, people can be rational (with attention and effort) only up to a certain limit.

Gamification Terms

Specific elements that are part of games, which can also be used in other environments.

For example, point systems, rankings, prizes, mystery options, non-player characters…

Situation where a user arrives after achieving something: completing a challenge, learning something, performing an action…

When a win state happens the achievement has to be highlighted and the experience has to stand out.

Situation which happens after the player has lost something: he has failed to achieve a challenge, has missed some milestone because of a lack of participation…

It is about highlighting the condition, but at the same time making it easier for the user to re-enter, so that the loss is not permanent.

TCL icon

Get in touch

    The Choice Labs
    Diputació 391 Esc B 4-3
    08013 Barcelona, Spain

    Phone
    T. (+34) 633 256 333

    Email
    lab@thechoicelabs.com