UXPA Boston Conference 2022

UX principles can be applied to solve any business problem! In this talk, we will walk you through how we approach any problem from a behavior design lens. A behavior design focus means going beyond the traditional double diamond model. It means truly engaging your clients and their customers – identifying systemic thinking, ways of working, any cognitive bias, and things that have worked well (or not) in the past.

Once we understand how best to engage our clients, we do stakeholder and behavior mapping, and customize our approach accordingly, ultimately helping us reach the desired UX outcomes.

We will walk you through a case study where we created a new brand identity for a multi-billion-dollar technology company using behavior design principles to craft a unique UX approach. We coupled that with the art of brand design and the science of neuroscience-based testing to create a winning brand.

This case study around branding is an area typically not approached with UX and behavior design. Through it, we’ll show you how to identify biases and apply behavior design principles, using design and neuroscience-based testing – an approach you can apply to any business challenge you may face.