See diagram description

This diagram visualises the <a data-linktype="external" data-link-external-ref="https://thedecisionlab.com/reference-guide/neuroscience/mindspace-framework" data-is-no-follow="false" data-in-same-tab="false" data-in-new-tab="true" data-is-modal="false" data-conversiontype="Not a Conversion" data-is-anchor-tag="false" data-aria-label="Open in new window, External Link" aria-label="This diagram visualises the MINDWORKS Framework – a tool used to integrate principles of behavioural science in policymaking. The MINDWORKS Framework highlights nine important factors that drive all behaviour. The diagram shows an illustrated image of a stylised human head containing icons representing technology and commerce. Above the image of the head are 9 letters contained in circles (M-I-N-D-S-P-A-C-E). Each letter corresponds to one of 9 forces that could drive the target group’s behaviour. Each letter has descriptive text explaining the forces, as follows. 1. M = Messenger:We are heavily influenced by who communicates information to us; 2. I = Incentives:Our responses to incentives are shaped by predictable mental shortcuts such as strongly avoiding losses; 3. N = Norms: We are strongly influenced by what others do; 4. D = Defaults:We ‘go with the flow’ of pre-set options; 5. S= Salience: Our attention is drawn to what is novel and seems relevant to us; 6. P = Priming: Our acts are often influenced by subconscious cues; 7. A= Affect: Our emotionalassociations can powerfully shape our actions; 8. C = Commitments: We seek to be consistent with our public promises, and reciprocate acts; and 9. E = Ego: We act in ways that make us feel better about ourselves. (Open in new window, External Link)" href="https://thedecisionlab.com/reference-guide/neuroscience/mindspace-framework" class="vs-link-cta vs-link-new-window vs-link-inline" target="_blank">MINDWORKS Framework – a tool used to integrate principles of behavioural science in policymaking. The MINDWORKS Framework highlights nine important factors that drive all behaviour. The diagram shows an illustrated image of a stylised human head containing icons representing technology and commerce. Above the image of the head are 9 letters contained in circles (M-I-N-D-S-P-A-C-E). Each letter corresponds to one of 9 forces that could drive the target group’s behaviour. Each letter has descriptive text explaining the forces, as follows. 1. M = Messenger:We are heavily influenced by who communicates information to us; 2. I = Incentives:Our responses to incentives are shaped by predictable mental shortcuts such as strongly avoiding losses; 3. N = Norms: We are strongly influenced by what others do; 4. D = Defaults:We ‘go with the flow’ of pre-set options; 5. S= Salience: Our attention is drawn to what is novel and seems relevant to us; 6. P = Priming: Our acts are often influenced by subconscious cues; 7. A= Affect: Our emotionalassociations can powerfully shape our actions; 8. C = Commitments: We seek to be consistent with our public promises, and reciprocate acts; and 9. E = Ego: We act in ways that make us feel better about ourselves.

Recommerce behavioural experiments

Discover how Visa’s Recommerce Behavioural Insights Lab designs and runs experiments to motivate more sustainable choices and learn how to create and run your own experiments.

Using behavioural science to drive change

We want to ensure that everyone can benefit from living sustainably. That’s why we’re using behavioural science to identify and design interventions or hacks in products, services and experiences that shape people’s actions.

By using behavioural science, it’s possible to reveal valuable insights into your audience’s decision-making process – helping them to adopt sustainable habits and you to implement real-world solutions that support more circular behaviours.

Our Behavioural Hack Toolkit is designed to help you create and track impactful experiments over several weeks.

Get started by using our tools to explore the current mindstate of the target group and the target behaviour you want to influence and use the MINDSPACE framework to pinpoint one or more of the 9 forces that could drive the target group’s behaviour.

Then test your hack to see if your hypothesis is correct and understand what solutions could be implemented and scaled.

: This diagram visualises the MINDWORKS Framework – a tool used to integrate principles of behavioural science in policymaking. The MINDWORKS Framework highlights nine important factors that drive all behaviour. The diagram shows an illustrated image of a stylised human head containing icons representing technology and commerce. Above the image of the head are 9 letters contained in circles (M-I-N-D-S-P-A-C-E). Each letter corresponds to one of 9 forces that could drive the target group’s behaviour. Each letter has descriptive text explaining the forces, as follows. 1. M = Messenger:We are heavily influenced by who communicates information to us; 2. I = Incentives:Our responses to incentives are shaped by predictable mental shortcuts such as strongly avoiding losses; 3. N = Norms: We are strongly influenced by what others do; 4. D = Defaults:We ‘go with the flow’ of pre-set options; 5. S= Salience: Our attention is drawn to what is novel and seems relevant to us; 6. P = Priming: Our acts are often influenced by subconscious cues; 7. A= Affect: Our emotionalassociations can powerfully shape our actions; 8. C = Commitments: We seek to be consistent with our public promises, and reciprocate acts; and 9. E = Ego: We act in ways that make us feel better about ourselves.

Learn from our Recommerce behavioural experiments

Discover the techniques we used to tailor behavioural hacks and track impact in our downloadable playbook. It’s an open-source guide to everything we’ve learned, distilled into easy-to-implement, data-backed hacks for your business.

Read our playbook

Run your own experiment

We design and run our experiments in 6 stages over several short sprints and the tools contained in our Behavioural Hack Toolkit are there to guide you every step of the way. For tips on how to run a solid experiment, check out our 8 experiment principles section of the playbook.

Step 1

Experiment kick-off

Start by gathering all key stakeholders to run a 90 min session to populate the experiment canvas (see below) to define to focus of your experiment – from identifying a target group to exploring the direction it might take. Once you have a few ideas, the following steps will help you define the details.

Step 2

Experiment design

Hold workshops to identify the target behaviour you want to influence and the intervention or hack you want to test.

Step 3

Experiment production

Create the customer experience to test the behavioural hack. Understanding how customers think and feel adds a layer of insight and intervention.

Step 4

Experiment testing

Conduct the experiment – aim to do it in a real scenario or as close to live as possible. Ensure the experiment can be accurately measured, and be sure to add a measurement framework upfront.

Step 5

Experiment debrief

Analyse the results to find what worked and what can be learnt from the behavioural hack. Comparison is key and if you don’t have a control (or a business-as-usual use case) to compare the intervention performance against, you can’t be certain it’s been successful.

Step 6

Case study and implementation

Use the behavioural hack to drive lasting change by implementing the successful solution at scale, or gather what you have learnt and try again with a new hypothesis.

Tools to get started

Experiment canvas

Focus on the essential aspects of your experiment using this dynamic tool.

Target behaviour

Define your desired behaviour and identify the target audience you want to perform that behaviour.

Mindstates

Understand the psychological drivers of your audience’s decision-making process.

Our experiment partners

To encourage and empower people to make sustainable choices at scale, we’ve partnered with global brands to identify and test simple behavioural hacks that increase customer demand for resale, repair, rental, refill, return and redistribution. Now we’re sharing our learnings. Each case study contains actionable insights and best-practice advice to ensure your experiments are strategic and impactful.

COS

When COS wanted to promote its sustainability initiatives and attract Gen Z to the COS Resell site, our Recommerce behavioural experiment found that community-focused messaging secured a 21.37% uplift in clickthrough rates compared to the control messaging.

Read the COS case study

Selfridges

Selfridges have a number of circular initiatives that help to change the way we shop. As part of their Refill initiative, they are exploring how to encourage more customers to purchase and refill eligible products in-store to help reduce product packaging waste and drive more sustainable customer choices.

Case study coming soon

Grover

Focused on rental, Grover is working with Visa to help more customers choose renting over buying tech.

Case study coming soon

Decathlon

Decathlon is working to make customers’ relationships with their sports products a long-lasting one. They want to explore ways to encourage more people to choose repairing their items in-store.

Case study coming soon

United Repair Centre

United Repair Centre is leveraging their experience offering high-quality repair services to leading European apparel brands. It is exploring the barriers that stop consumers from repairing their garments, and how to make clothing repair services more accessible and beneficial for all.

Case study coming soon

Become a partner

We invite you to help shape and accelerate the transition to a more circular economy designed for everyone, everywhere.

Become a partner

Additional resources

Find guidance to support your business on its sustainability journey.

EMPOWERING CHANGE

Learn more about our approach

At Visa, we want more people to join the regenerative economy and share its benefits, as part of our mission to uplift everyone, everywhere.

Visa’s Recommerce Behavioural Insights Lab