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Content Strategy for Behavior Change - Webinar March, 2017 - Marli Mesibov

Content Strategy for Behavior Change - Webinar March, 2017 - Marli Mesibov

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The most effective interventions focus not only on individual target behaviors, but also on the needs, perspectives and motivational quality of the people who will use them. When we design behavior change interventions, we focus on providing information at the right time, in the right place, for the right person… and that requires a content strategy. In this webinar, Marli Mesibov will provide examples and guidelines for crafting a content strategy specific to behavior change.

The most effective interventions focus not only on individual target behaviors, but also on the needs, perspectives and motivational quality of the people who will use them. When we design behavior change interventions, we focus on providing information at the right time, in the right place, for the right person… and that requires a content strategy. In this webinar, Marli Mesibov will provide examples and guidelines for crafting a content strategy specific to behavior change.

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Content Strategy for Behavior Change - Webinar March, 2017 - Marli Mesibov

  1. 1. 1 PREPARED BY CONTENT STRATEGY FOR BEHAVIOR CHANGE @MARSINTHESTARS March 7, 2017 Mad*Pow Webinar Marli Mesibov, Director of Content Strategy
  2. 2. 2 Mad*Pow | @marsinthestars Marli Mesibov • Managing Director of Content Strategy at Mad*Pow • Editorial Director of UX Booth
  3. 3. 3 Mad*Pow | @marsinthestars When you’re an app
  4. 4. 4 Mad*Pow | @marsinthestars …you are what you say Your Digital Companion has a difficult job. It needs to motivate and encourage, while simultaneously showing respect and encouraging trust. It must come across as familiar and helpful, while still exerting influence over the user’s choices. To that end, we need a voice that sounds accommodating but not subservient, and caring but not parental. Your Digital Companion is: • Realistic but not cynical • Respectful but not subservient • Happy but not silly • Motivational but not dumb • Familiar but not annoying • Authoritative but not bossy Digital Companion helps patients help themselves. It acts as a guide, to help patients adapt to the new circumstances around them.
  5. 5. 5 1. How do you change peoples’ behaviors? 2. How can a content strategy impact how people act? 3. Case Studies 4. Takeaways Mad*Pow | @marsinthestars Agenda
  6. 6. 6 BEHAVIOR CHANGE
  7. 7. 7 Mad*Pow’s Behavior Change Purpose We are a design agency full of passionate people, in a creative environment, delivering amazing experiences for industry leading clients. We are purpose driven - focused on improving health, financial wellbeing, education, and human connection. Our goal is social impact and financial return. Purpose Driven Design Mad*Pow | @marsinthestars
  8. 8. 8 Mad*Pow’s Behavior Change Purpose Purpose Driven Design Mad*Pow | @marsinthestars
  9. 9. 9 Mad*Pow’s Behavior Change Purpose Mad*Pow | @marsinthestars “The study and application of behavioral, social & decision science, motivational psychology and human-computer interaction to the design and evaluation of products, services and interventions aimed at changing real-world behaviors.” - Dustin DiTommaso
  10. 10. 10 Mad*Pow’s Behavior Change Purpose Mad*Pow | @marsinthestars DIAGNOSIS Define Problem, Context & Outcome Goals PRESCRIPTIO N Define Intervention Strategy EXECUTION Design & Implementation of System Components EVALUATION Design of Experiments
  11. 11. 11 CONTENT STRATEGY
  12. 12. 12 “Content strategy is planning for the creation, delivery, and governance of usable, useful content.” –Kristina Halvorson, Brain Traffic Mad*Pow | @marsinthestars Content Strategy
  13. 13. 13 Mad*Pow | @marsinthestars Mad*Pow Process DISCOVER SYNTHESIZE GENERATE REFINE Plan/Strategy Prototype EVALUATE IMPLEMENT Deployment QA
  14. 14. 14 Mad*Pow | @marsinthestars Discover: Identify the organizational mission
  15. 15. 15 Mad*Pow | @marsinthestars Discover: Learn about the audience(s)
  16. 16. 16 Mad*Pow | @marsinthestars Synthesize: Analyze existing content
  17. 17. 17 Mad*Pow | @marsinthestars Synthesize: Create voice and tone guidelines
  18. 18. 18 Mad*Pow | @marsinthestars Generate: Write, design, or video proto-content
  19. 19. 19 Mad*Pow | @marsinthestars Generate: Don’t forget the metadata!
  20. 20. 20 CASE STUDIES
  21. 21. 21 Mad*Pow | @marsinthestars Talk to a Coach
  22. 22. 22 Mad*Pow | @marsinthestars Talk to a Helper
  23. 23. 23 Mad*Pow | @marsinthestars Talk to a Dog-Version of Judi Dench
  24. 24. 24 TAKEAWAYS
  25. 25. 25 Mad*Pow | @marsinthestars How to get started • Create an Empathy Map • Build a Journey Map • Sketch a Storyboard • Write a Conversation
  26. 26. 26 Mad*Pow | @marsinthestars Create an Empathy Map
  27. 27. 27 Mad*Pow | @marsinthestars Build a Journey Map Awareness of Health Problem HAVING A LAB TEST PATIENT - MARSHA JOURNEY MAP Lab Test Sample Results and ResolutionWaitin gP eriod - RESULTS -MAILROOM - RECEPTIONIST - LAB RECEPTION - BILL - RECEPTIONIST - LAB RECEPTION -DOCTOR - PATIENT’S ROOM - LAB TEST REQUEST COPAY FILL PRESCRIPTION SCHEDULE APPOINTMENT GET DOCTOR EXAM RESULTS IN THE MAIL WAIT FOR RESULTS LEAVE SAMPLEREGISTRATION CHOOSE LAB TEST SERVICE PRESCRIBED LAB TEST ANXIETY & DEPRESSIONWORRY SEARCH SYMPTOMS DATABASE LOG SAMPLE -TRANSMIT TEST REQUEST -PERFORM TEST -LOG TEST -REQUEST PAYMENT ADHERE TO TREATMENT Adjudicate PAYER - BILL Adjudicate PAYER REQUEST PAYMENT ACCEPT REQUEST TRANSMIT RESULTS TAKE SAMPLE REQUEST LAB TEST/PAYMENT - PHONE SCHEDULE APPOINTMENT -DOCTOR - PATIENT’S ROOM EMR EXAMINE / REVIEW PATIENT HISTORY -DOCTOR - EXAM ROOM MONITER PATIENT CONDITION -PHARMACIST - PHARMACY - PRESCRIPTION Adjudicate PAYER RECEIVE/FILL PRESCRIPTION -PHARMACIST - PHARMACY -BILL -DRUGS I have to get a lab test? Which lab should I go to? Which is best? Hopefully this is quick and painless. All done, now all I can do is hope for the best. How long is this going to take? Oh, these results aren’t bad. Let’s see what the doctor has to say about it. What a relief! It’s not cancer afterall. Though I still ha ve minor things to be treated for... Oh well... At least everything is under control.
  28. 28. 28 Mad*Pow | @marsinthestars Sketch a Storyboard
  29. 29. 29 Mad*Pow | @marsinthestars Write a Conversation
  30. 30. 30 Mad*Pow | @marsinthestars Questions? Email: marli@madpow.com Twitter: @marsinthestars

Editor's Notes

  • We design apps to help people live better (feel better, act in ways that are beneficial for them).
    When you use an app daily (or hourly) the stuff it does is important, but a key differentiator is how it sounds/who it is
    - The What vs. the How
    - Example of the grocery app Mike and I hated because it was too cutesy
  • In a recent project with a pharmaceutical company, had a tough job: create an app that helps people to live better lives with a disease that cannot be cured.
    This does NOT impact the functionality… but it certainly impacts the personality
    Could be a coach. Could be a nurse. Could be a friend. These people need all of those – but who will they listen to?

    How do you know that someone is sweet? (the words they use). How do you know that someone is helpful, or trustworthy? Sometimes by how they act, but often from how they sound.
    We judge people based on how they sound. Educated, stuck up, friendly, casual, etc.
  • I want today to be about conversation and discussion.
  • Mad*Pow is a design agency focused on design for purpose
  • One way we do that is through our Behavior Change Team – led by Dustin DiTomasso
    Self determination theory
    Motivation model
    Moving from extrinsic to Intrinsic
    Align behavior with their values
    Based on shared psychological needs:
    Autonomy (values)
    Competence (learning & growth – do they have the skills/ability required)
    Relatedness (feeling belonging/relationship/personalization): we can TAILOR the content
  • Another way to describe behavior change
    Key things to note
    Explain that this is NOT ”gamification”
    We are not looking to “trick people” into doing something or manipulate them.
    We recognize that many solutions only stick for a few weeks or months (i.e. Gamification). Our goal is to build habits to create long-lasting change.
  • Designing for behavior change doesn’t start with the solution
    [Step through the 4 areas, explain in design terms]
    Version of the scientific method

    Consider: what job does content need to do? [for the population and for the individual]
    To educate?
    To align w/social norms?
    To remind?
    To connect?
    To persuade? (smoking is bad – no need to educate, but need to persuade)
  • The Mad*Pow process – where does content strategy fit in? Everywhere!
  • Talk about content audits, usability analyses, etc.
  • Talk about branding, and the connection between visual and voice
  • Talk about testing and creating proto-content, and how this becomes real content (instead of using Lorem Ipsum!!)
  • Talk about the importance of metadata, and how it connects to IA – helping people find things, categorize information, accessibility, etc.
  • This app leads you, trains you, and focuses you.
    - Explicitly says it’s a coach
    What does a coach do?
    What does a coach sound like?
  • This app answers your questions.
    - Implicit – doesn’t call itself a butler
    - How we used voice and metadata
  • Companion – not Pollyanna or Jane Eyre though. Someone who understands that sometimes it sucks to be you.

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