Revolutionizing Products through Behavioral Designs

Emily Schmidt, Lead, Behaviour Design at ATB Financial is an applied behavioural scientist who helps companies use behavioural science and behavioural economics principles

Emily Schmidt, Lead, Behaviour Design at ATB Financial is an applied behavioural scientist who helps companies use behavioural science and behavioural economics principles to create better client experiences, services and products. Emily currently leads the behavioural practice at ATB Financial, where she collaboratively stood up the organization’s behavioural department. She delivers value across the organization by identifying objectives, designing interventions and consulting on business problems to create lasting behaviour change amongst clients and team members. With a Bachelor of Commerce in Marketing and a Master of Arts in Behavioural Economics, Emily’s current area of focus is client behavior and understanding the unconscious factors that drive client decision making. Emily’s research centers specifically on the heuristics at play in consumer perceptions and likelihood to advocate for a brand.

Prior to working in behavioural science, Emily spent over 10 years as a senior marketer within the tourism and environmental education industries where she crafted marketing strategies rooted in consumer psychology and behavioural signaling to promote and deliver exceptional experiences. She has led multi-disciplinary teams spanning paid media, earned media, influencer marketing, owned content, social media, digital marketing and B2B marketing to deliver integrated marketing programs which span the consumer journey and drive results.

Emily passionately believes in understanding consumer psychology to design experiences, brands, and communications that resonate with audiences. Emily has served on various advisory committees across industry and academia, and has spoken at conferences and sessions across the marketing, client experience and behavioural science domains to help deepen human-centric thinking and foster the emerging behavioural design community.