Desire Code

Desire Code : Designing services people want

  • Paperback
By (author) 

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This book presents a refreshing new approach to human-centred design. Desire Code is a framework for applying the principles of behavioural science to the design of engaging products and experiences.

We make hundreds of decisions daily. There're the obvious ones like what to wear, what to eat, whether to send that email and how to structure that report... but there's hundreds more that are so tiny we barely notice we made a decision at all.

With some decisions we need to gather information first, like where to go on holiday, which car to buy and which mobile phone provider to use... and then there's the truly life-changing decisions we make that we absolutely want to get right; such as where to live, which college to apply to, which career to pursue, and whether or not to have children.

All of these require us to look into imaginary futures and compare the implications of our decisions, and, it turns out we're pretty poor at it. Humans are not machines, and we're incapable of predicting and processing all the possible outcomes from every course of action.

The process of consciously choosing one thing over another uses mental effort. To reduce the load on ourselves and free up cognitive capacity, we rely instead on the remarkable and fast system of subconscious mental shortcuts to steer us through the uncertainty.

Behavioural economics is the study of those hidden forces that influence human behaviour, motivation and decision making. The principles of behavioural economics can be used in the design of services and products to make them more effective and appealing to customers.

Desire Code breaks down these principles into five themes, each with real world examples and practical suggestions so readers can apply them to their work. Any way of tipping the balance to make services more successful, efficient and a better experience for customers is an advantage worth exploring.
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Product details

  • Paperback | 216 pages
  • 210 x 210mm | 845g
  • United Kingdom
  • 1838402101
  • 9781838402105
  • 15,863

Review quote

"'Create a great experience.' Sure. Do it. 'Get close to your customer.' Sure. Do it. 'Turn customers into fans.' Absolutely! What's missing: how to do these critical things. Well, now we have the best answer anyone has provided so far." - Tom Peters
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About Denise Hampson

Denise is a Behavioural Economics and Experience Design Consultant. She has worked with hundreds of organisations in the UK and North America, in a career shaped by curiosity (and coffee) and her unique view of the world.

She has spoken at many high-profile events and conferences, including TEDx, SXSW, Interface Health and Technology Summit and the UK House of Lords.

Between 1999 and 2004, Denise was a member of the highly successful Great Britain Track Cycling Team, and she is a past British Women's Sprint Champion and British 200m record holder.

Prior to her athletic career, Denise was a Systems Engineer at BAE Systems, specialising in human-system interaction and cockpit design on the Eurofighter Typhoon. This is what started her career-long obsession with human-centred design and creating systems and services that are best matched to real human behaviour.
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