- 2 hours on-demand video
- 11 articles
- 1 downloadable resource
- Full lifetime access
- Access on mobile and TV
- Certificate of Completion
Get your team access to 4,000+ top Udemy courses anytime, anywhere.Try Udemy for Business
- Map your customer’s behavior journey
- Apply 6 Behavior Change principles to your social enterprise
- Understand 5 Value and Pricing principles to understand how to price your product
- Design experiments to test these principles in action
- There are no prerequisites for this course. Students will need a sense of self-motivation to actively complete course activities.
Many innovations deployed to solve social problems never reach their full potential. Sometimes they fail because people resist changing their behavior even when they know they should do things like stop smoking, show up to a job training course, start using solar power, take a daily pill, or wash their hands. Knowledge alone won’t cause them to make the switch. There are other motivations, other drivers, and other factors about how their environments are set up that need to be accounted for and potentially redesigned.
This is where social science research can inform the work of social entrepreneurs. In this course, Dan Ariely, a professor at Duke University and the author of the New York Times bestseller Predictably Irrational, will help social entrepreneurs apply insights from behavioral economics and psychology to understand how people make decisions. His research shows that when people make small adjustments to their environment or their daily routines, they can generate new use patterns and trigger better decisions that improve health, education, financial wellbeing, environmental preservation and other forms of social good.
By drilling down to specific behaviors that your customers need to perform to use your product or service in the intended way, you’ll uncover new opportunities to redesign elements of the experience or motivate people to take required steps.
In addition to video tutorials from Dan, you'll also gain access to 4 Behavior Change Design Guides (totaling over 90 pages) that will include step-by-step exercises to apply these principles to your product, along with examples from other social enterprises. Once you start seeing these principles in everyday life, you won’t be able to resist redesigning elements of your own life and business to help you and the people around you.
- Aspiring or active social entrepreneurs looking to design smarter products and services to achieve social impact
- Anyone who wants to learn how to apply practical insights from behavioral economics and psychology to real-life businsesses
Dan Ariely will introduce you to the course and preview some of the key principles of behavior change that you will learn
This lecture will teach you how principles from social science can help entrepreneurs work more quickly and effectively to design products and services that people will love and use.
By completing this lecture, you'll learn how most people approach behavior change, but why this traditional approach is flawed. You'll discover how to bring to use findings from social science to build products that help customers make smarter decisions.
In this lecture, Dan will help through you think through your customer journey, or all the steps that customers have to go through in order to effectively use your product or service. You'll then begin to identify the motivations or thoughts that customers have at each stage of this journey.
In this lecture, you'll learn how to begin reducing sources of friction for your customers so that their experiences and transactions with your product or service are as seamless as possible. This should help your customers make smarter decisions and use your product more effectively.
In this lecture, you'll learn why it is is so painful to lose things and how you can harness the power of loss aversion to help people make better decisions. You'll also learn why cues or triggers in the environment can be a key tool for prompting specific behaviors from customers.
In this lecture, Dan will introduce you to the concept of "self-herding" and show how your previous decisions play a powerful role in your future decisions. He'll use the example of Starbucks to show how one company masterfully situated itself in a different category--and got people to pay more for coffee.