Content Strategy for Behavior Change
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The document summarizes Marli Mesibov's presentation on using content strategy for behavior change. The presentation covered: 1) Different approaches to changing peoples' behaviors through things like motivational psychology and human-computer interaction. 2) How a well-planned content strategy can impact how people act by framing messages and interactions in an intentional way. 3) Case studies of content strategies for behavior change applications like a health coach and helper chatbot. 4) Recommendations for getting started with content strategy for behavior change, such as creating empathy maps, journey maps, storyboards, and sample conversations.
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Content Strategy for Behavior Change
- 1. 1 PREPARED BY CONTENT STRATEGY FOR BEHAVIOR CHANGE @MARSINTHESTARS March 7, 2017 Mad*Pow Webinar Marli Mesibov, Director of Content Strategy
- 2. 2 Mad*Pow | @marsinthestars Marli Mesibov • Managing Director of Content Strategy at Mad*Pow • Editorial Director of UX Booth
- 3. 3 Mad*Pow | @marsinthestars When you’re an app
- 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 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
- 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 Mad*Pow’s Behavior Change Purpose Purpose Driven Design Mad*Pow | @marsinthestars
- 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 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
- 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 Mad*Pow | @marsinthestars Mad*Pow Process DISCOVER SYNTHESIZE GENERATE REFINE Plan/Strategy Prototype EVALUATE IMPLEMENT Deployment QA
- 14. 14 Mad*Pow | @marsinthestars Discover: Identify the organizational mission
- 15. 15 Mad*Pow | @marsinthestars Discover: Learn about the audience(s)
- 16. 16 Mad*Pow | @marsinthestars Synthesize: Analyze existing content
- 17. 17 Mad*Pow | @marsinthestars Synthesize: Create voice and tone guidelines
- 18. 18 Mad*Pow | @marsinthestars Generate: Write, design, or video proto-content
- 19. 19 Mad*Pow | @marsinthestars Generate: Don’t forget the metadata!
- 20. 20 CASE STUDIES
- 21. 21 Mad*Pow | @marsinthestars Talk to a Coach
- 22. 22 Mad*Pow | @marsinthestars Talk to a Helper
- 23. 23 Mad*Pow | @marsinthestars Talk to a Dog-Version of Judi Dench
- 24. 24 TAKEAWAYS
- 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 Mad*Pow | @marsinthestars Create an Empathy Map
- 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 Mad*Pow | @marsinthestars Sketch a Storyboard
- 29. 29 Mad*Pow | @marsinthestars Write a Conversation
- 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.