The A,B,C of behaviour
We are all talking about changing
behaviour through design…




     Commercial in Confidence. © 2010 Symplicit Pty Ltd.  ...
We are all talking about changing
behaviour through design…
…but, have you ever stopped to think
how hard it is to change ...
When did you last change your behaviour?
What about me?




                 5
This little tool triggered the last time that I did…
Process of behaviour change




                              7
…so what do I know anyway?




                             8
Jodie Moule
Director, Symplicit
(Psychologist)
Ding dong!
<insert salivating dog here>
What does behaviour change mean to us
as designers?




                                        11
Faster horses…?!?
Perhaps we’d first better take a look at
this thing called ‘behaviour change’…




                                       ...
The mind is a powerful thing…
The brain *is*
powerful…
• Fills in the blanks & cuts out the irrelevant
  bits for us
• It notices more than we think it ...
Conscious ‘thinking’ plays, at best, a
small role in shaping our behaviour and
choices.




                              ...
Conscious ‘thinking’ plays, at best, a
small role in shaping our behaviour and
choices.

...this makes things tricky.


  ...
18
19
Important!

The behaviour you are seeing is the
behaviour you have designed…




                                      20
Theory of Planned Behaviour




                              21
Theory of Planned Behaviour




                              22
But do you remember our discussion of the mind?


                                                  23
Why is this useful?




                      24
Process of behaviour change




                              25
The stages of change model




                             26
27
Why is this useful?




                      28
When are people researching online?




                                      29
When are people researching online?




                                      30
When are people researching online?




                                      31
So what influences mass behaviour
change?

“Systemic Innovation is determined by a balance of
three things – behavioural n...
Bike helmets

               33
Cyclists admitted to Victorian hospitals,
with and without head injuries




                                            34
‘Daily life’ or ‘Lycra brigade’?




                                   35
Toll booths

              36
What else changes behaviour?




                               37
Fun …it’s fun 

                  38
The ‘fun’ theory…




      http://www.youtube.com/watch?v=2lXh2n0aPyw&feature=player_embedded   39
So how do we design for change?

                                  40
Top tips for designing behavioural change…




                                        41
Top tips for designing behavioural change…
1.   Define the desired behavioural change you want to
     observe,
2.   Feed ...
Top tips for designing behavioural change…
1.   Define the desired behavioural change you want to
     observe,
2.   Feed ...
Top tips for designing behavioural change…
1.   Define the desired behavioural change you want to
     observe,
2.   Feed ...
Top tips for designing behavioural change…
1.   Define the desired behavioural change you want to
     observe,
2.   Feed ...
Top tips for designing behavioural change…
1.   Define the desired behavioural change you want to
     observe,
2.   Feed ...
Thank you!

Jodie Moule
Director
03 9670 3385
0415 288 823
jodie@symplicit.com.au



Symplicit Pty Ltd
Level 1, Suite 103,...
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We are all talking about behaviour change through design...but changing behaviour is not an easy task.

So let's take a look at what it means for the design world...

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Symplicit ozia - abc of behaviour - jodie moule - v1.0

  1. 1. The A,B,C of behaviour
  2. 2. We are all talking about changing behaviour through design… Commercial in Confidence. © 2010 Symplicit Pty Ltd. 2
  3. 3. We are all talking about changing behaviour through design… …but, have you ever stopped to think how hard it is to change behaviour? 3
  4. 4. When did you last change your behaviour?
  5. 5. What about me? 5
  6. 6. This little tool triggered the last time that I did…
  7. 7. Process of behaviour change 7
  8. 8. …so what do I know anyway? 8
  9. 9. Jodie Moule Director, Symplicit (Psychologist)
  10. 10. Ding dong! <insert salivating dog here>
  11. 11. What does behaviour change mean to us as designers? 11
  12. 12. Faster horses…?!?
  13. 13. Perhaps we’d first better take a look at this thing called ‘behaviour change’… 13
  14. 14. The mind is a powerful thing…
  15. 15. The brain *is* powerful… • Fills in the blanks & cuts out the irrelevant bits for us • It notices more than we think it does • It actively hides reality from us • Seeing what is in front of us is hard, and most of us never learn to do it • We find it hard to verbalise why we do what we do • It steps in for us so we can do things automatically giving a feeling of *not thinking*…
  16. 16. Conscious ‘thinking’ plays, at best, a small role in shaping our behaviour and choices. 16
  17. 17. Conscious ‘thinking’ plays, at best, a small role in shaping our behaviour and choices. ...this makes things tricky. 17
  18. 18. 18
  19. 19. 19
  20. 20. Important! The behaviour you are seeing is the behaviour you have designed… 20
  21. 21. Theory of Planned Behaviour 21
  22. 22. Theory of Planned Behaviour 22
  23. 23. But do you remember our discussion of the mind? 23
  24. 24. Why is this useful? 24
  25. 25. Process of behaviour change 25
  26. 26. The stages of change model 26
  27. 27. 27
  28. 28. Why is this useful? 28
  29. 29. When are people researching online? 29
  30. 30. When are people researching online? 30
  31. 31. When are people researching online? 31
  32. 32. So what influences mass behaviour change? “Systemic Innovation is determined by a balance of three things – behavioural norms, tools and rules” Tim Brown, IDEO 32
  33. 33. Bike helmets 33
  34. 34. Cyclists admitted to Victorian hospitals, with and without head injuries 34
  35. 35. ‘Daily life’ or ‘Lycra brigade’? 35
  36. 36. Toll booths 36
  37. 37. What else changes behaviour? 37
  38. 38. Fun …it’s fun  38
  39. 39. The ‘fun’ theory… http://www.youtube.com/watch?v=2lXh2n0aPyw&feature=player_embedded 39
  40. 40. So how do we design for change? 40
  41. 41. Top tips for designing behavioural change… 41
  42. 42. Top tips for designing behavioural change… 1. Define the desired behavioural change you want to observe, 2. Feed this into the business strategy and design process, let it guide these processes 3. Define your target audience…then go a bit outside the norm 4. Conduct research and understand the behavioural predictors of our population (attitudes, norms, control, stages) 5. Monitor, measure and modify. Remember…behaviour change can take time…be patient  42
  43. 43. Top tips for designing behavioural change… 1. Define the desired behavioural change you want to observe, 2. Feed this into the business strategy and design process, let it guide these processes, 3. Define your target audience…then go a bit outside the norm 4. Conduct research and understand the behavioural predictors of our population (attitudes, norms, control, stages) 5. Monitor, measure and modify. Remember…behaviour change can take time…be patient  43
  44. 44. Top tips for designing behavioural change… 1. Define the desired behavioural change you want to observe, 2. Feed this into the business strategy and design process, let it guide these processes, 3. Define your target audience…then go a bit outside the norm, 4. Conduct research and understand the behavioural predictors of our population (attitudes, norms, control, stages) 5. Monitor, measure and modify. Remember…behaviour change can take time…be patient  44
  45. 45. Top tips for designing behavioural change… 1. Define the desired behavioural change you want to observe, 2. Feed this into the business strategy and design process, let it guide these processes, 3. Define your target audience…then go a bit outside the norm, 4. Conduct research and understand the behavioural predictors of our population (attitudes, norms, control, stages). Qual and quant is needed here… 5. Monitor, measure and modify. Remember…behaviour change can take time…be patient  45
  46. 46. Top tips for designing behavioural change… 1. Define the desired behavioural change you want to observe, 2. Feed this into the business strategy and design process, let it guide these processes, 3. Define your target audience…then go a bit outside the norm, 4. Conduct research and understand the behavioural predictors of our population (attitudes, norms, control, stages). Qual and quant is needed here… 5. Monitor, measure and modify. Remember…changing a behaviour can take time…be patient  46
  47. 47. Thank you! Jodie Moule Director 03 9670 3385 0415 288 823 jodie@symplicit.com.au Symplicit Pty Ltd Level 1, Suite 103, 757 Bourke St Docklands, VIC 3008 Ph 03 9670 3385 www.symplicit.com.au Follow us @symplicit

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