Act 01
Scene 04 – Featuring Will Trump
Behavioural scientist Will Trump, known for integrating psychological principles into UX design, sits down with Naresh Shan to explore how behavioural science and UX intersect. He highlights the COM‑B model—Capability, Opportunity, Motivation—as a framework to create persuasive experiences, underscores the importance of motivation alongside usability, and discusses ethical considerations, customer empathy, and career advice for UX researchers transitioning into behavioural science.
- Understanding how behavioural science applies psychological principles to shape user behaviour
- Recognizing motivation as crucial alongside usability for influencing behaviour
- Applying the COM‑B model—Capability, Opportunity, Motivation—to design persuasive experiences
His perspective pushes designers to examine the deeper drivers of human behaviour and collaborate closely with behavioural scientists. To integrate ethical frameworks throughout the design process. To craft experiences that foster genuine engagement and respect user autonomy.
He advocates treating customers as individuals with unique motivations rather than mere metrics, building trust through empathy. He underscores the importance of ongoing learning, multidisciplinary collaboration, and ethical reflection to create lasting design impact.