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DRIVE | behavioural lenses how to design for behaviour change

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In the transition towards a Circular Economy, consumers are expected to change their behaviour (recycling, sharing etc.). How can we design products and services that will effectively result in behavioural change? The tool “Behavioural Lenses” has been developed to help designers to put theoretical insights from the behavioural sciences into practical use. Using this tool, a recent design case by DIG about recycling in an urban environment illustrates a possible approach. Changing consumer behaviour: moving towards a Circular Economy. How to we design to achieve behavioural change?

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DRIVE | behavioural lenses how to design for behaviour change

  1. 1. Behavioural Lenses: How to Design for Behavior Change? Marieke Zielhuis
  2. 2. Marieke Rietbergen Sander Hermsen
  3. 3. Sander Hermsen
  4. 4. Habits and impulses Knowing and believing Seeing and realizing Wan8ng and being able to Doing and persis8ng Behaviour Change
  5. 5. Habits and impulses
  6. 6. Habits and impulses
  7. 7. Knowing and believing
  8. 8. Seeing and realizing
  9. 9. Wan8ng and being able to
  10. 10. Wan8ng and being able to
  11. 11. Doing and persis8ng
  12. 12. Habits and impulses Knowing and believing Seeing and realizing Wan8ng and being able to Doing and persis8ng Behaviour Change
  13. 13. www.touchpoints-hu.nl
  14. 14. Marieke Rietbergen
  15. 15. Garbage in the apartment Behavioural insights and separting garbage in apartments September 2015 For:
  16. 16. National Program consists of eight actions - circular design - sustainable consumption - improve division and collection of separated garbage - divert policies -garbage towards circular economy - set up chains and streams for specific garbage -fractions - developing financial and market incentives - connect knowledge and education -circular economy - develop easier indicators and marks. From garbage to material - van afval naar grondstof
  17. 17. 3 By Rob Maslin - We All Design
  18. 18. 4 Assignment and team What happens behind the front door? Aim: gain insights in behavioral determinants to (not) separate garbage as inspiration for the next stage (developing pilots). Collaboration: DIG,Ideate and behavioural experts from HU and TU/e.
  19. 19. 6 Aim 2020 The percentage categorized was- te needs to rise from 50%-->75%. People in apart- ments have 150 kg more uncategorized waste pppy compa- red to people living in houses on the ground floor. Currenlty there is an average of 250 kg uncategorized was- te pppy.The aim (of our governments) is that by 2020 we have only 100 kg unselected garbage pppy.
  20. 20. Interviewees
  21. 21. 8 Apartments interviewees
  22. 22. 10 Interviewees Utrecht
  23. 23. 11 Interviewees Rotterdam
  24. 24. Behaviour behind the scene
  25. 25. 14 Weird&wonderful: the fruitflies killer
  26. 26. 15 Weird&wonderful:‘We made a room for our garbage’
  27. 27. 16 Weird&wonderful: steps for ladies and 55+
  28. 28. paper = clean glass = satisifying sound plastic = volume uncategorized = waste small chemicals = dangerous perishables = dirty Garbage brings emotion
  29. 29. 19 Uncategorized waste
  30. 30. 21 Perishables
  31. 31. 23 Plastic
  32. 32. 25 Paper
  33. 33. 26 Glass
  34. 34. 27 Small Chemical Garbage
  35. 35. Through the lenses Understanding behavior -building blocks
  36. 36. 31 What we saw,using the lenses Habits and impulses Knowing and believing Seeing and RealisingWanting and being able to Doing and Persisting Opportunities to break/strengthen habits - break: habit of throwing away paper,plastic - strenghten: structure,recognition of material Urban legends -Knowing what the ‘goal behaviour’should be -Expand knowledge (on categorizing, meaning and usefulness) -Knowing and believing that one can make a difference No personal feedback,no social feedback -Realising amount of paper/ plastic in unselected trash -Receiving personal & instant feedback -Realising when current behaviour is different than the goal behaviour -Follow role models Lot of (perceived) obstacles + every city has a different strategy - Made easier,more fun. Not so serious,favorite trash. - Should be a no-brainer to not separate It is easy to stop,or becomes sloppy - Garbage needs to feel valuable for somebody - Bring structure in garbage behavior
  37. 37. 33 Little empty bin in front of the big building lonely smelly stink
  38. 38. User perspective is vital in behaviour change for circular living. Behavioural lenses offer a framework to assess user perspective. Garbage separation is a chain of different behaviours. If we want to change behaviour through interventions we need rich solutions. Using the framework with the behaviour lenses provide designers a basis to discuss what we see.

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