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Nudges, behaviour change and complex systems by Mary Nolan at Web Directions Next 2024

Web Directions Next may be a brand-new event from us, but its DNA goes back to our earliest days.

Imagine a super concentrated day of our most engaging keynotes and talks. Opportunities to connect meaningfully with others who get excited about this stuff as much as you do.

That’s Next which will help you chart what’s next in product, design and strategy and it features amazing talks like this.

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Nudges, behaviour change and complex systems

Since the release of Thaler and Sunstein’s famous Nudge book in 2008, the popularity of nudge theory has skyrocketed, with over 200 Nudge units now operating worldwide. The appeal is clear: small, low-cost interventions yielding measurable effects on large populations. But have we leaned too heavily on these individual-level strategies? Critics argue that while nudges are effective, they often neglect the bigger picture—overlooking the systemic factors driving human behaviour.

In this talk, we’ll explore the potential of tools from systems analysis to bridge the gap between the current practice and the potential of applied behavioural science to develop and implement value-creating systems-level change.

About Mary Nolan

Mary is a designer and applied behavioural scientist with more than 15 years experience creating innovative digital experiences. From startups to global industry leaders, she has worked across diverse sectors including fintech, B2B SaaS and media.

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