E59 The Science of Decision-Making: Enhancing UX with Behavioural Insights with Angela Bliss

Sep 17, 2024

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“So it's about being able to marry the two, so quant and qual, and to be able to use either one to more deeply explore whatever pattern of behaviour you're trying to unpack...so I think bringing the two together is super powerful.”
- Angela Bliss

This week

Angela Bliss, a seasoned behavioural scientist and designer, shares her unique insights into how decisions are often made subconsciously, long before we’re aware of them. Angela has worked with top-tier companies and government bodies, seamlessly blending behavioural insights with creative execution.

In this episode, Angela dives deep into the fascinating world where behavioural science meets data science, exploring how this powerful combination can transform the way organisations approach user experience (UX) research. She reveals how understanding subconscious decision-making can be the key to designing truly impactful products and services. Angela shares insights from her experience working with a major bank, where AI and behavioural science are reshaping internal and external campaigns. Angela discusses how organisations are shifting their risk appetite, driven by the need to innovate with AI.

Tune in to this episode and discover how to harness the subconscious mind's power to drive better decisions.

In this episode you’ll hear about

What is the importance of quantitative data in design?
How can designers overcome biases and improve their work?
How can one check their own biases?
What are the implications of making decisions before being consciously aware of them?
What is the best way to understand a person’s point of view or decision-making?
How can we design for cognitive ability, including cognitive decline?

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About our guest

Angela Bliss is a behavioural scientist and designer with over 20 years of experience working with Australia’s largest businesses and government departments including NAB, The Reece Group, Wesfarmers Health, Department of Health, Victoria, Department of Transport, Victoria, Telstra, MYOB, Bunnings, Coles and Nissan. Angela works in the field of applied behavioural science, combining behavioural insights with creative execution across service, product and communication design. Angela is a member of the Global Associati

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