Designing for Positive Behaviors and Habits
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We live in a world where we expect the applications and services we use every day to not only help us do what we want to do, but encourage us to help reach our goals in ways that will make us healthier, wealthier, and happier. In this talk I delivered at HOW Interactive Design Conference 2014, I explore a growing trend in the interactive space, where product designers are using techniques drawn from the social sciences to support and shape the choices their users make. With the tools I provide in this talk, you can create your first draft of a product intended for positive behavior change, as well as test the first iteration of your design solutions in a responsible manner.
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Designing for Positive Behaviors and Habits
- 1. designing for positive behaviors + habits david sherwin / @changeorder / HIDC.SF 2014 ©2014 David Sherwin. All rights reserved. Image 311744213 by Randysonofrobert via CC attribution 2.0 generic license.
- 2. “How can I work as an interactive designer creating products that help make people’s lives better?” “Where should I start if I want to make a product for positive good? David Sherwin @changeorder
- 3. THEN NOW David Sherwin @changeorder
- 6. Photo © http://www.thechocfactory.co.uk/ OMG 10,000 FT DEEP David Sherwin @changeorder
- 7. buy now This is not a talk about using persuasive techniques to help users reach static goals. David Sherwin @changeorder
- 8. upload photo update graph edit data table monitor levels plan project check email send a tweet watch movie create chart This is not a talk about how to influence the way people gain access to entertainment, or be more productive at work. start video chat
- 9. save money eat healthy This is a talk about how we can create products that support positive behaviors and habits. get exercise sleep more learn a skill drink water use less energy don’t get sick don’t get injured help someone in need
- 10. save money Promise The positive benefit a person wants to receive over time. Behaviors What we do in a situation, or due to a stimulus. deposit money Habits Behaviors repeated so often they become automatic. transfer savings weekly David Sherwin @changeorder
- 11. save money Promise What positive benefits are people seeking? Behaviors What behaviors lead to that benefit? deposit money Habits What habits support required behaviors? transfer savings weekly David Sherwin @changeorder
- 12. What positive benefits are people seeking? Identify the core issues. David Sherwin @changeorder
- 13. “I want to help __________________ to ________________ so that ____________ ________________.” (a group of people) (conduct a behavior) (they achieve a beneficial goal) David Sherwin @changeorder
- 14. “I want to help __________________ (a group of people) to ________________ save money so that ____________ (they achieve ________________.” a beneficial goal) David Sherwin @changeorder
- 15. Start with foundational research. Expert knowledge can illuminate an issue. “Nearly 44 percent of Americans don’t have enough savings or other liquid assets to stay out of poverty for more than three months… Almost a third have no savings accounts at all.” !—Pam Fessler, NPR Morning Edition, http://n.pr/UAbloH David Sherwin @changeorder
- 16. “One quarter (25%) of middle class households (those earning $56,113 to $91,356 annually) have less than three months of savings… …four out of five (78%) of the lowest-income households… are liquid asset poor. This lack of savings corresponds with long-term financial insecurity.” !—CFED, “Treading Water in the Deep End,” http://assetsandopportunity.org/scorecard/about/main_findings/ David Sherwin @changeorder
- 17. Move beyond the statistics and talk with people wrestling with this issue. Respect their situations and see it from their perspective. “I just save 10%. I feel like that is what I am supposed to do, isn’t it?” “Thinking about how much I spend at this cafe in the moment is tough. I need to know, ok, you spend $6 every day at this place…” David Sherwin @changeorder
- 18. “I want to help __________________ (a group of people) to ________________ save money so that ____________ (they achieve ________________.” a beneficial goal) David Sherwin @changeorder
- 19. “I want to help __________________ (a group of people) to ________________ so that ____________ ________________.” save money they’re prepared for emergencies David Sherwin @changeorder
- 20. “I want to help __________________ divorced people to ________________ save money so that ____________ ________________.” they’re prepared for emergencies David Sherwin @changeorder
- 21. What positive benefit are people seeking? Identify the core issues. Formulate the promise. David Sherwin @changeorder
- 22. GOAL save money too abstract David Sherwin @changeorder
- 23. save enough for 3 months of rent David Sherwin @changeorder
- 24. help divorced people save enough money for 6 months w/out work David Sherwin @changeorder
- 25. Your product’s promise is a hypothesis you have to test and validate. Will your audience value the long-term benefit? How long would it take to achieve it? What are the first “quick wins” they can reach? David Sherwin @changeorder
- 26. What positive benefit are people seeking? Identify the core issues. Formulate the promise. Consider systemic benefits. David Sherwin @changeorder
- 27. It’s not just about money in the bank. Think about what additional benefits will lead to positive behavior change. David Sherwin @changeorder
- 28. help divorced people save enough money for 6 months w/out work David Sherwin @changeorder
- 29. economic capital knowledge capital social capital basic needs David Sherwin @changeorder
- 30. fiduciary investment capital investment monetary savings economic capital primary schooling after-school programs job knowledge capital social capital health basic needs training career change early education gap learning solutions corporate support personal friendship family support civic & community support safety food & water shelter energy David Sherwin @changeorder
- 31. economic capital after-school programs job knowledge capital primary schooling training career change early education gap learning solutions social capital corporate support personal friendship family support civic & community support health basic needs safety food & water shelter energy monetary savings David Sherwin @changeorder
- 32. monetary savings primary schooling after-school programs job training career change early education gap learning solutions corporate support personal friendship family support civic & community support health safety David Sherwin @changeorder
- 33. monetary savings primary schooling after-school programs job training career change early education gap learning solutions family support health safety David Sherwin @changeorder
- 34. monetary savings gap learning solutions family support health safety David Sherwin @changeorder
- 35. gap learning solutions safety monetary savings family support health David Sherwin @changeorder
- 36. help divorced people save enough money for 6 months w/out work David Sherwin @changeorder
- 37. save money Promise What positive benefits are people seeking? Behaviors What behaviors lead to that benefit? deposit money Habits What habits support required behaviors? transfer savings weekly David Sherwin @changeorder
- 38. What behaviors lead to that benefit? Define your vocabulary. David Sherwin @changeorder
- 39. Every product contains a behavioral vocabulary that supports what people want to accomplish (and sometimes what they don’t…) search see friends on Facebook post to feed provide feedback view ad view wall view details play game David Sherwin @changeorder
- 40. Generate a product vocabulary by analyzing existing behaviors. Look at what people do in the world and capture the verbs and nouns. Review products that support the desired benefits and capture what behaviors they support. This will be your starting palette to design from. David Sherwin @changeorder
- 41. verb noun noun adjective noun noun adjective noun noun David Sherwin @changeorder
- 42. withdraw money from <account> view <account> balance deposit checks or cash David Sherwin @changeorder
- 43. verb noun noun adjective noun noun adjective noun noun from http://www.smashingmagazine.com/2013/02/15/designing-great-feedback-loops/ David Sherwin @changeorder
- 44. pay this month’s bill schedule payment of bill view impact on debt from http://www.smashingmagazine.com/2013/02/15/designing-great-feedback-loops/ David Sherwin @changeorder
- 45. KNOWLEDGE pay transfer withdraw & deposit view capture access save commu-nicate David Sherwin @changeorder
- 46. What behaviors lead to that benefit? Define your vocabulary. Arrange in chunks. David Sherwin @changeorder
- 47. behavior behavior behavior behavior Think of each behavior as a “chunk” that can be sequenced to help people reach their desired goals. behavior behavior behavior behavior David Sherwin @changeorder
- 48. Think of each behavior as a “chunk” that can be sequenced to help people reach their desired goals. view balance deposit money plan budget review spending transfer money withdraw money pay bills spend for fun David Sherwin @changeorder
- 49. If certain verbs and nouns are missing, a product won’t support habits over time. David Sherwin @changeorder
- 50. spend for basic needs view balance deposit money plan budget review spending transfer money withdraw money pay bills spend for fun access bank account spend for emergency automate money transfer invest money David Sherwin @changeorder
- 51. view balance deposit money plan budget review spending transfer money withdraw money pay bills spend for fun access bank account spend for emergency spend for basic needs automate money transfer invest money David Sherwin @changeorder
- 52. view balance deposit money transfer money invest money withdraw money pay bills spend for fun compare to budget revise budget access bank account spend for emergency spend for basic needs automate money transfer plan major purchase Through this process you will discover what basic behaviors are necessary to help reach a benefit. David Sherwin @changeorder
- 53. What behaviors lead to that benefit? Define your vocabulary. Arrange in chunks. Identify the gaps. David Sherwin @changeorder
- 54. view balance deposit money transfer money invest money withdraw money pay bills spend for fun compare to budget revise budget access bank account spend for emergency spend for basic needs automate money transfer plan major purchase As a final step, compare the systemic benefits to your list of your behaviors. Are any missing? No freaking way! David Sherwin @changeorder
- 55. help divorced people save enough money for 6 months w/out work David Sherwin @changeorder
- 56. gap learning solutions safety monetary savings family support health David Sherwin @changeorder
- 57. gap learning solutions view balance deposit money transfer money invest money withdraw money pay bills spend for fun compare to budget revise budget access bank account spend for emergency spend for basic needs automate money transfer plan major purchase monetary savings safety health family support David Sherwin @changeorder
- 58. view balance deposit money transfer money withdraw money pay bills spend for fun revise budget access bank account spend for emergency spend for basic needs automate money transfer invest money plan major purchase monetary health safety savings family support compare to budget learn about budgeting learn about saving research mortgage plan retirement gap learning solutions David Sherwin @changeorder
- 59. view balance deposit money transfer money withdraw money pay bills spend for fun revise budget access bank account spend for emergency spend for basic needs automate money transfer invest money plan major purchase compare to budget learn about budgeting learn about saving research mortgage plan retirement gap learning solutions monetary savings health safety family support David Sherwin @changeorder
- 60. view balance deposit money transfer money withdraw money pay bills spend for fun revise budget access bank account spend for emergency spend for basic needs automate money transfer invest money plan major purchase compare to budget learn about budgeting learn about saving research mortgage plan retirement David Sherwin @changeorder
- 61. save money Promise What positive benefits are people seeking? Behaviors What behaviors lead to that benefit? deposit money Habits What habits support required behaviors? transfer savings weekly David Sherwin @changeorder
- 62. At First You’ll Be Wrong David Sherwin @changeorder
- 63. What habits support required behaviors? Formulate your hypotheses. David Sherwin @changeorder
- 64. At First Learn Build Measure David Sherwin @changeorder
- 65. At First Learn Build Measure Generate hypotheses from observed habit loops. Create product prototypes using real data. Put product prototypes in people’s hands. Gather data and analyze. David Sherwin @changeorder
- 66. What habits support required behaviors? Formulate your hypotheses. Identify habits and cravings. David Sherwin @changeorder
- 67. “I don’t know why I can’t save money.” David Sherwin @changeorder
- 68. MORNING COFFEE PAY BILLS Look for recurring habits Trace people’s daily routines through “day in the life” research activities. CLIP COUPONS PLAN A MAJOR PURCHASE CHECK BALANCE BUY GROCERIES EXERCISE BRUSH TEETH READ NEWS DRIVE TO WORK David Sherwin @changeorder
- 69. MORNING COFFEE PAY BILLS CHECK BALANCE PLAN A MAJOR PURCHASE EXERCISE BRUSH TEETH READ NEWS DRIVE TO WORK David Sherwin @changeorder
- 70. DRIVE TO WORK BUY MORNING COFFEE PAY BILLS CLIP COUPONS PLAN A MAJOR PURCHASE GROCERIES CHECK BALANCE David Sherwin @changeorder
- 71. “I look at the money in my bank account every day on my work computer.” “I like to cook for my family a traditional meal every night after work.” BUY GROCERIES CHECK BALANCE David Sherwin @changeorder
- 72. ROUTINE CRAVING CUE REWARD “The Habit Loop” model from The Power of Habit by Charles Duhigg David Sherwin @changeorder
- 73. ROUTINE Review transaction history in personal checking account. CUE REWARD CRAVING “The Habit Loop” model from The Power of Habit by Charles Duhigg I’m taking a coffee break. Return to work knowing there is enough money for bills and mortgage. Proving I can take care of others. David Sherwin @changeorder
- 74. ROUTINE CUE REWARD CRAVING “The Habit Loop” model from The Power of Habit by Charles Duhigg The pantry is almost empty. Splurge on gifts for family while grocery shopping. My children can save their money for when they move out. Proving I can take care of others. David Sherwin @changeorder
- 75. ROUTINE CUE REWARD CRAVING “The Habit Loop” model from The Power of Habit by Charles Duhigg The pantry is almost empty. ??? My children can save their money for when they move out. Proving I can take care of others. David Sherwin @changeorder
- 76. What habits support required behaviors? Formulate your hypotheses. Identify habits and cravings. Design sequences to test. David Sherwin @changeorder
- 77. BUY GROCERIES view balance deposit money transfer money withdraw money pay bills spend for fun revise budget access bank account spend for emergency spend for basic needs automate money transfer invest money plan major purchase compare to budget learn about budgeting learn about saving research mortgage plan retirement David Sherwin @changeorder
- 78. BUY GROCERIES view balance deposit money transfer money withdraw money pay bills spend for fun revise budget access bank account spend for emergency spend for basic needs automate money transfer invest money plan major purchase compare to budget learn about budgeting learn about saving research mortgage plan retirement David Sherwin @changeorder
- 79. BUY GROCERIES view balance spend for fun access bank account spend for basic needs automate money transfer compare to budget learn about budgeting learn about saving David Sherwin @changeorder
- 80. BUY GROCERIES view balance spend for fun access bank account spend for basic needs automate money transfer compare to budget learn about budgeting learn about saving Proving I can take care of others. David Sherwin @changeorder
- 81. BUY GROCERIES view balance compare to budget automate money transfer learn about budgeting learn about saving Proving I can take care of others. spend for fun access bank account spend for basic needs David Sherwin @changeorder
- 82. BUY GROCERIES view balance compare to budget automate money transfer learn about saving Proving I can take care of others. access bank account spend for basic needs learn about budgeting spend for fun David Sherwin @changeorder
- 83. BUY GROCERIES compare to budget putting $ in savings Proving I can take care of others. access bank account spend for basic needs David Sherwin @changeorder
- 84. GROCERIES compare to budget putting $ in savings access bank account spend for basic needs Proving I can take care of others. CHECK BALANCE David Sherwin @changeorder
- 85. “If you pick the right small behavior and sequence it right, then you won't have to motivate yourself to have it grow. It will just happen naturally, like a good seed planted in a good spot.” !—B.J. Fogg David Sherwin @changeorder
- 86. GAMBLE deposit money into savings watch training video select potential reward start game Thrill of potentially winning money. David Sherwin @changeorder
- 87. SaveUp.com & Prize-Linked Savings David Sherwin @changeorder
- 88. GOING SHOPPING pay for basic needs view balance review budget To decrease stress David Sherwin @changeorder
- 89. Level Money & Real-Time Spend Mgmt David Sherwin @changeorder
- 90. What habits support required behaviors? Formulate your hypotheses. Identify habits and cravings. Design sequences to test. Test with informed participants. David Sherwin @changeorder
- 91. “Move fast, break things…” David Sherwin @changeorder
- 92. break lives “Move fast, break things…” Never put a solution for behavior change in people’s hands that: • They don’t want to try • Misrepresents its intent • That could endanger their well-being • You wouldn’t use yourself David Sherwin @changeorder
- 93. “Move fast, and support people…” When you’re designing and testing your product: • Be transparent to your users about what you’re testing • Know what metrics you’re tracking against • Continuously gauge emotional/rational response • Accurately represent and protect each person’s data • Over-communicate about software bugs or downtime • Always A/B test with a control group David Sherwin @changeorder
- 94. save money Goals What positive benefits are people seeking? Behaviors What behaviors lead to that benefit? deposit money Habits What habits support required behaviors? transfer savings weekly David Sherwin @changeorder
- 95. “There are only so many habits any one person can take on.” “Every habit is an entry point into another habit.” “You have to keep at it, make habits about learning and applying behavioral science.” Suelyn Yu, Opower David Sherwin @changeorder
- 96. Let’s make talking about this a habit! e david@changeorderblog.com w davidsherwin.com t @changeorder amzn.to/successbydesign amzn.to/CWTheBook ©2014 David Sherwin. All rights reserved. Many thanks to Suelyn Yu, Lawson Kight, Erin Muntzert, and many others at frog that talked with me on this subject!