Students in motion 040214 designing behaviour
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Students in motion 040214 designing behaviour

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Presentation given to first students at the HvA School of Design & Communication

Presentation given to first students at the HvA School of Design & Communication

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Students in motion 040214 designing behaviour Students in motion 040214 designing behaviour Presentation Transcript

  • Source: Film: Tokyo By Night – Hugh Mitton; Music: An Ending (Ascent) - Brian Eno https://vimeo.com/71232023!
  • A quick question... How do you feel? Qui t e Relaxed OR Qui t e i r ri t ated
  • Source: cc licensed ( BY NC ND ) flickr photo by Fenneke: http://flickr.com/photos/fennie/3480930064/; ! Sound: http://www.audiocheck.net/audiotests_mosquito.php!
  • Another quick question... How do you feel Now? Qui t e Relaxed OR Qui t e i r ri t ated
  • Desi g ni n g behavi o ur Students in Motion 4 February 2014 Charlie Mulholland
  • My background Phi l osophy Marketi n g Desi g n research Teachi n g (User centred desi g n & desi g n ethi c s) Bri t i s h
  • “…the sole end for which mankind are warranted, individually or collectively, in interfering with the liberty of action of any of their number, is self-protection. That the only purpose for which power can be rightfully exercised over any member of a civilised community, against his will, is to prevent harm to others. His own good, either physical or moral, is not a sufficient warrant.” Source: John Stuart Mill, On Liberty p. 18!
  • So Why do bl@#dy designers Restrict my freedom?
  • A third quick question... Do you thi n k that Mi c rosoft had the ri g ht to affect my choi c es and behavi o ur by redesi g ni n g MS Excel 2008 for Mac? Yes OR No
  • The answer... Source: cc licensed ( BY ) flickr photo by Leon Brocard: http://flickr.com/photos/acme/2527889568/!
  • Design is about making choices for others Source: cc licensed ( BY ND ) flickr photo by Simon Greening: http://flickr.com/photos/tasty_goldfish/3339640903/!
  • And designed artefacts affect our choices & behaviour as people Source: cc licensed ( BY ) flickr photo by Jason Weaver: http://flickr.com/photos/indyplanets/3926147797/!
  • Sometimes this is not problematic Source: cc licensed ( BY NC ND ) flickr photo by Jake Kitchener: http://flickr.com/photos/kitch/3288387680/!
  • But sometimes it is (even if it is an unintended consequence ) Source: cc licensed ( BY SA ) flickr photo by Salim Fadhley: http://flickr.com/photos/salimfadhley/96770312/!
  • And sometimes this influence is problematic and deliberate Source: http://wiki.darkpatterns.org/File_Facebook2-470x510.png!
  • Okay, but how does thi s help us?
  • Three questions: how can we deli b erately desi g n behavi o ur? How can we do thi s i n an ethi c al way? How do we fi n d what i s acceptable?
  • how can we deli b erately desi g n behavi o ur?
  • Deliberately designing behaviour: Three approaches
  • “Persuasion is the process of trying to ‘move’ one or more people - by using credible [geloofwaardig] information, evidence [bewijsmateriaal], reasoning [het redeneren] and emotional appeals - to a new or changed belief, attitude, value, or behaviour.” Source: (Rogers, W. (2007). Persuasion: Messages, Receivers, And Contexts. Rowman & Littlefield Pub Incorporated., p. 5)!
  • Persuasion is not Force! Manipulation! Coercion! Propaganda!
  • A model of persuasion (Aristotle) Proof that the persuader is •  Credible •  Honest •  Acting from good will •  Competent Emotional arguments to persuade •  Aimed at encouraging a favourable attitude in the receiver •  Should be appropriate Rational arguments to persuade •  Facts •  Figures •  Logical proof •  Alternative views
  • Persuasion Source: http://footprint.wwf.org.uk/
  • Persuasion Source: Bread and Beyond http://www.youtube.com/watch?v=q5Icgm83nG8!
  • Nudges Source: University of Chicago http://www.youtube.com/watch?v=xoA8N6nJMRs!
  • Nudges Source: cc licensed ( BY NC SA ) flickr photo by David Telford: http://flickr.com/photos/dbtelford/4205841483/!
  • Nudges Source: cc licensed ( BY SA ) flickr photo by mahalie stackpole: http://flickr.com/photos/mahalie/346744961/!
  • Nudges Source: Piano stairs - TheFunTheory.com, http://www.youtube.com/watch?v=2lXh2n0aPyw!
  • Nudges Source: http://wiki.darkpatterns.org/File_Facebook2-470x510.png!
  • “Scripts…are the products of ‘inscriptions’ by designers. Designers anticipate how users will interact with the product they are designing and, implicitly or explicitly, build pre-scriptions for use…Latour describes this inscription process in terms of “delegation”: designers delegate specific responsibilities to artefacts, such as the responsibility to make sure nobody drives too fast, which is delegated to a speed bump..” Source: Verbeek, P.-P. (2006). Materializing Morality. Science, Technology & Human Values, 31(3), 362!
  • Scripts Source: cc licensed ( BY NC SA ) flickr photo by Ben Arent: http://flickr.com/photos/benarent/1306252855/!
  • Scripts Source: http://id.hva.nl
  • How can we ensure we do thi s i n an ethi c al manner?
  • Freedom of choice varies by approach to designing behaviour Script! Low / none! Nudge! User choice! (Autonomy)! Persuasion! High / total!
  • Sometimes we do not need or want to choose Source: cc licensed, Lionel Allorge, http://en.wikipedia.org/wiki/File:Carrefour_Market_Voisins-le-Bretonneux_2012_09.jpg !
  • How to influence? Designers want to give the user: little or no choice The user would like: little or no choice :) some choice :( freedom of choice :( some choice freedom of choice :( :) :)
  • Another quick question... How do you fi n d out what choi c es the user wants? Talk to the user Watch the user Both
  • Thank you for li s teni n g and getti n g i n volved Twitter: @charliem5 Slideshare: charliem5
  • Useful resources Design with intent toolkit http://requisitevariety.co.uk/design-with-intent-toolkit/ Nudge: Improving Decisions About Health, Wealth, and Happiness . Richard H Thaler & Cass R. Sunstein Predictably Irrational, Revised and Expanded Edition: The Hidden Forces That Shape Our Decisions Dan Ariely Persuasive Technology: Using Computers to Change What We Think and Do , B. J. Fogg Seductive Interaction Design Stephen P. Anderson 100 Things Every Designer Needs to Know About People Susan M. Weinschenk Dark Patterns http://www.darkpatterns.org