7	
  BEHAVIOUR	
  CHANGE	
  	
  
PROJECT	
  DESIGN	
  PRINCIPLES	
  	
  
	
  
AND	
  THEIR	
  APPLICATION	
  TO	
  	
  ...
Behaviour	
  Change	
  Principle	
  
Principle	
  1:	
  	
  
•  Facilitate	
  self-­‐control	
  
through	
  commitment	
  ...
Behaviour	
  Change	
  Principle	
  
Principle	
  2:	
  	
  
•  Reduce	
  the	
  need	
  for	
  Self-­‐
control	
  	
  
	
...
Behaviour	
  Change	
  Principle	
  
Principle	
  3:	
  	
  
•  Remove	
  Snags	
  to	
  Choosing	
  
	
  	
  
Challenge:	...
Behaviour	
  Change	
  Principle	
  
Principle	
  4:	
  	
  
•  Use	
  Micro-­‐IncenMves	
  
	
  	
  
Challenge:	
  
•  Sm...
Behaviour	
  Change	
  Principle	
  
Principle	
  5:	
  	
  
•  Reduce	
  InaNenMon:	
  
Reminders	
  and	
  
ImplementaMo...
Behaviour	
  Change	
  Principle	
  
Principle	
  6:	
  	
  
•  Maximize	
  the	
  Impact	
  of	
  
Messaging:	
  Framing	...
Behaviour	
  Change	
  Principle	
  
Principle	
  7:	
  	
  
•  Frame	
  Messages	
  to	
  Match	
  
Mental	
  Models	
  	...
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Behaviour change project design principles

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Behaviour change project design principles

  1. 1.   7  BEHAVIOUR  CHANGE     PROJECT  DESIGN  PRINCIPLES       AND  THEIR  APPLICATION  TO     MARKET  SYSTEMS  DEVELOPMENT   PROJECT  DESIGN    
  2. 2. Behaviour  Change  Principle   Principle  1:     •  Facilitate  self-­‐control   through  commitment   devices        Challenge:   •  Imbalance  between   inten-on  and  ac-on;   •  difficulty  maintaining   discipline     •  Project  Design  Principle   Make  the  follow  through  on   a  commitment  easier   •  Iden-fy  ways  to  encourage   ac-ons  that  s-ck  to  the  plan   •  Introduce  expensive  and/or   aggressive  contracts  or   penal-es    
  3. 3. Behaviour  Change  Principle   Principle  2:     •  Reduce  the  need  for  Self-­‐ control         Challenge:   •  Lumpy  and/or  front-­‐ended   income   •  Difficulty  managing  cash   flow     •  •  Project  Design  Principle   Avoid  exacerba-ng  exis-ng   self-­‐control  problems   Reduce  the  need  for  people   to  exert  self-­‐control    
  4. 4. Behaviour  Change  Principle   Principle  3:     •  Remove  Snags  to  Choosing       Challenge:   •  Default  op-on  (‘do   nothing’)  is   dispropor-onately   significant   •  •  Project  Design  Principle   Reduce  the  number  of   things  people  have  to  do  to   take  advantage  of  it     The  default  should  align   with  the  desired  behaviour   change;  make  the  poor   have  to  opt  out  through   ac-on  –  they  have  to   ac-vely  select  not  to  do   something    
  5. 5. Behaviour  Change  Principle   Principle  4:     •  Use  Micro-­‐IncenMves       Challenge:   •  Small  incen-ves  are  enough   for  large  consequences     •  Project  Design  Principle   Size  of  an  incen-ve  only   needs  to  be  as  large  as  the   barrier  that  caused  the   problem     •  Incen-ves  are  both   economic  and  non-­‐ economic    
  6. 6. Behaviour  Change  Principle   Principle  5:     •  Reduce  InaNenMon:   Reminders  and   ImplementaMon  IntenMons       Challenge:   •  Inten-on  to  do  something   requires  several  steps  and   so  mul-ples  possibili-es  of   forgeOng,  or  accidental  or   wilful  neglect  or   abandonment     •  •  Project  Design  Principle   Help  people  to  remember   Make  wilful  neglect  difficult   and  abandonment  harder  to   carry  out    
  7. 7. Behaviour  Change  Principle   Principle  6:     •  Maximize  the  Impact  of   Messaging:  Framing  Effects,   Social  Comparisons,  Norms       Challenge:   •  Message  to  relate  the   person’s  psycho-­‐social   percep-on  on  self  to  the   intended  outcome/goal     •  •  •  •  Project  Design  Principle   Pay  aSen-on  to  both  the   benefits  of  doing  something   and  the  costs  of  not  doing  it   Create  peer  comparisons   Message  around  what  is  a   ‘normal  behaviour’   Using  mul-ple  media:   informa-on  campaigns,   billboards,  leSers,  television   or  radio  adver-sements,   and  now  personalized   messaging  through  phones    
  8. 8. Behaviour  Change  Principle   Principle  7:     •  Frame  Messages  to  Match   Mental  Models         Challenge:   •  Exis-ng  mental  models   some-mes  stand  in  the  way   of  people  adop-ng   beneficial  investments     •  Project  Design  Principle   Provide  informa-on  or   evidence  that  directly   targets  the  beliefs  at  the   core  of  the  flawed  mental   model  has  a  beSer  chance   of  success    

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