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Affecting relationships with alcohol using Behaviour Design

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How do you change something as endemic in Australian culture as excessive alcohol consumption? This isn’t a typical consulting job. It requires a design partnership.

Hello Sunday Morning approached Tobias & Tobias to help them better understand their users and find more effective ways of helping them change the relationship they have with alcohol.

In this presentation, we’ll walk through how we’ve been working together to do research, analysis and design:
Forming a design partnership
Immersing everyone in research
Using Behaviour Design to create design hypotheses
Working with multi-disciplinary teams to define and carry out experiments
Evolving the platform

Published in: Healthcare
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Affecting relationships with alcohol using Behaviour Design

  1. 1. Affecting relationships with alcohol using Behaviour Design 2
  2. 2. http://youtu.be/OK9419Oicp0
  3. 3. http://youtu.be/_tmHF4ah44w
  4. 4. Research 7
  5. 5. 8
  6. 6. 9 Text Analysis Research: Measuring blog engagement and social impact https://www.hellosundaymorning.org/pages/research
  7. 7. http://youtu.be/Nt_zwRjW10I 10
  8. 8. Primary research 11
  9. 9. Choosing a research cohort UQ’s recommendations for Future Research included: ‘Conducting blog analysis in relation to consumption data.’ 12 World Health Organisation’s ‘Alcohol Use DIsorders Test’ (AUDIT) Mixpanel’s usage data for level of engagement
  10. 10. Recruitment 13 To ensure a high response rate, we made the first contact a personal invitation from Jamie.
  11. 11. “Have any of you received a letter from Jamie, followed by some random guy? Is this legit?” 14 “I got the same thing. Someone asked to come to my home. Going to ignore it.” “WARNING: Someone’s trying to scam people on here.”
  12. 12. Open interviews • Context / relationships • Trigger to use HSM • Stories of alcohol • Rationale for drinking • Journey over time • Experience with HSM 15
  13. 13. Sensitive topics require 100% attention Protected identities by encoding all files with: Interview sequence, AUDIT Zone, Engagement level e.g. P06Z3HE Meetings took place in homes or public, safe spaces 16
  14. 14. Transcription, combing and analysis 17
  15. 15. “You know nothing, Jon Snow.”
  16. 16. Behavioural archetype skeleton (removed for commercial-in-confidence)
  17. 17. Behavioural archetype draft (removed for commercial-in-confidence)
  18. 18. Advice from the experts 29
  19. 19. Dr. Nicholas Carah Communications & Social Media University of Queensland Dr. Carla Meurk Anthropology University of Queensland Dr. Leanne Hides Clinical Psychology & Substance Abuse QUT http://www.pdt.com.au/wp-content/uploads/biomedical-innovation_01.jpg
  20. 20. Continuous learning 31
  21. 21. https://class.coursera.org/addictedbrain-001
  22. 22. https://class.coursera.org/addictedbrain-001
  23. 23. 35 You can’t reliably change the Person So, to change the Behaviour, you must change the Environment
  24. 24. Using Behavioural Archetypes 36
  25. 25. 37
  26. 26. 38
  27. 27. Results of the new on-boarding 39
  28. 28. 40
  29. 29. 41
  30. 30. 42
  31. 31. Implicitly segmenting people Dependent, highly engaged people were over-eager and confronting to others. People naturally gravitate to those that they identify with in age, sex, race, beliefs, attitudes and behaviour. 43 During on-boarding, suggest ‘people like me’ to follow which we can qualify from answers to the behavioural criteria and demographic information.
  32. 32. 44
  33. 33. 45
  34. 34. Refining the archetypes 46
  35. 35. Where we are now 51
  36. 36. Behaviour chains 52
  37. 37. Activation threshold Fogg’s Behaviour Model 53 High Motivation Low Trigger Hard Ability Easy B=MAT
  38. 38. Ongoing design partnership 54
  39. 39. The more you can do these things sober, the more it pushes the value of alcohol down and the value of yourself up. Chris Raine, Founder & CEO Hello Sunday Morning 55

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