201107-shikake-workshop-en

SHIKAKE - A Simple Device For Behavior Change -
Idea Workshop
presenter : Akihiro MORIYAMA (the representative of UX Yokohama)
Nov. 7, 2020(Sat) 13:30 - 16:30

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SHIKAKE - A Simple Device for Behavior Change - Idea Workshop

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Greetings
About UX Yokohama
• We are a voluntary organization that
holds IT study sessions in Yokohama.
• The purpose of our activities is to raise
awareness, research, practice, and
interact with UX design.
4SHIKAKE - A Simple Device for Behavior Change - Idea Workshop

Greetings
Presenter
• Akihiro MORIYAMA
- the representative of UX Yokohama
- the president of Ureka inc.
- https://twitter.com/hiro_ux
5SHIKAKE - A Simple Device for Behavior Change - Idea Workshop

6
About this event
Theme : “The SHIKAKE Against Global
Warming”
• SHIKAKE is a simple device for behavior
change that leads to problem solving.
• There are activities against global
warming that we can do as an individual.
• Let's think together about the SHIKAKE
against global warming.
Quote : CLIMATE CHANGE 2013 - The Physical Science Basis（IPCC）
http://www.ipcc.ch/pdf/assessment-report/ar5/wg1/WG1AR5_SummaryVolume_FINAL.pdf

7
About this event
time allocation
• 2-hour lecture
• 1-hour group work
notes
• A microphone is required for group
work, and a webcam is not equired.
• A web browser is required for access
“miro”, and a miro account is not
required.

8
Agenda
13:00 Start accepting
13:30 Welcome and Introduction
13:35 Lecture “SHIKAKE - A Simple Device for Behavior Change”
14:25 (intermission)
14:35 Lecture “Activities Against Global Warming That We Can Do”
15:00 Group work (with intermission)
16:20 Reflection
16:30 Finish
Documents Download URL
https://sites.google.com/view/uxyokohama-archives

Idea Workshop
If you have any questions,
please ask via chat.
Lecture:
SHIKAKE - A Simple Device for Behavior
Change
913:35

Summary
10
This lecture is based on the book "Shikakeology" (written by Naohiro Matsumura, 2016).
シカケ
(きっかけ)
心理が変化行動が変化シカケられる側
シカケる側シカケる側の
問題が解決
SHIKAKE - A Simple Device for
Behavior Change
• 3 requirements of SHIKAKE : duality of
purpose, attractiveness, and fairness
• The principle of SHIKAKE : Trigger >
mind change > Behavior change
Promoter
SHIKAKE
device
Behavior
change
Mind
change
Target person
Promoter’s
problem is
solved.

11
References : “Shikaeology” written by Naohiro Matsumura, 2016
「ついしたくなる」にはシカケがある。
スタンフォード大学の講義でも用いられている、日本発のフレームワー
ク、仕掛学【Shikakeology】。押してダメなら引いてみな。一言で言う
とこれが仕掛けの極意です。人に動いてほしいときは無理やり動かそう
とするのではなく、自ら進んで動きたくなるような仕掛けをつくればよ
いのです。
ただ、言うは易し行うは難し。そのような仕掛けのつくり方はこれまで
誰も考えてきませんでした。
本書では仕掛けの事例を分析し、体系化。「ついしたくなる」仕掛けの
アイデアのつくり方についてご紹介します。
【主な内容】
世界は「仕掛け」にあふれている
序章　「ついしたくなる」には仕掛けがある
１章　仕掛けの基本
２章　仕掛けの仕組み
３章　仕掛けの発想法引用：松村真宏(著), 仕掛学人を動かすアイデアのつくり方, 東洋経済新報社（2016), ISBN 978-4492233733

12
Case study : a smoke of kabayaki .. A smoke of kabayaki (roasted eel)
reminds Passerby of the deliciousness of kabayaki, and they order
kabayaki.
Case
study

13
Case study : a target mark .. A target mark reminds users of their
challenger spirit, and they do it.
Case
study

14
Case study : the stair of Tokyo Station .. A label of calorie consumption
reminds Passerby of their lack of exercise, and they goes up the stairs.
Case
study

15
Case study : “Operation Yellow Chalk” .. A mark drawn with chalk on dog
droppings reminds dog owners of their forgetting to clean up, and they
clean it up. (Note : a dog has its own dropping place.)
Quote : https://www.city.uji.kyoto.jp/0000017936.html
Case
study

16
Case : a notice of medical checkup ... The notice with the result of the
previous checkup reminds the subject person of anxiety about their
health, and they go to a medical checkup.
Quote : https://www.city.saitama.jp/006/002/008/013/008/p059472_d/fil/keikaku.pdf
Case
study

What is SHIKAKE ?
17
SHIKAKE
• a simple device for behavior change
that leads to problem solving.
• SHIKAKE needs 3 requirements :
duality of purpose, attractiveness, and
fairness.
• SHIKAKE is used when it cannot be
persuaded in the usual way.
3 requirements of SHIKAKE
• Duality of purpose : the purpose of the
promoter and the purpose of the
target person are different.
• Attractiveness : not due to harassment
or compulsion.
• Fairness : No one suffers.
note: Target person do not know the
purpose of the promoter.

18
the 3 requirements at the case “a smoke of kabayaki”
事例
Promoter Target person
I want to
something
delicious.
I want to
increase sales.
Fairness
AttractivenessDuality of purpose
What is SHIKAKE ?

19
the 3 requirements at the case “a target mark”
事例事例
What is SHIKAKE ?
I want to challenge
and win.
I want to keep the
toilet clean.
Fairness

20
the 3 requirements at the case “the stair of Tokyo Station”
事例
What is SHIKAKE ?
I want to
be healthy.
I want to eliminate
traffic jams
on the escalator.
Fairness

The principle of SHIKAKE : Trigger > Mind change > Behavior change
21
Before promote Trigger device Behavior changeMind change
Stairs are so
tiresome..
I remembered !
I am lacking in
exercise !

22
"Physical trigger" and "Psychological trigger"
Physical trigger
• Objects that cause mind changes
Psychological trigger
• Human psychological characteristics
that cause behavior changes
Psychological
trigger
Challenge
Dissonance
Negative xpectations
Positive expectations
Reward
self-actualization
TheFeelingofBeingWatched
Social norms
Social proof
Personal context
Social context
Feedback
Feedforward
Five senses
Analogy
Affordance
Physical trigger
SHIKAKE
The principle of SHIKAKE

23
• Design technique to simplify SHIKAKE.
• Stimulate senses to remind target
people of the comfort they have
experienced.
The principle of SHIKAKE > Physical trigger
The kabayaki I ate before was very
delicious.
Five senses

24
Analogy
• For ease of understanding, compare it
to a similar existing.
If this is a folder, there will be
documents inside.
untitled folder

25
Affordance
• Give only hints through the design, not
explain the meaning and operation of
the system in detail.
• Due to the high level of human insight,
it can be understood only with hints.
This is a desk, but I can sit on it with
this shape and material.

26
Challenge
• Appeal to the challenging spirit.
I want to hit if there is a target.
The principle of SHIKAKE > Psychological trigger

27
Dissonance
• Appeal to aesthetics that prefer a harmonious
state.
I want to get the whole volume.

28
Negative Expectations
• Appeal to the desire to avoid loss.
bitter! This must be poison!

29
Positive expectations
• Appeal to the desire to make a profit.
Fun Sounds!
引用元：theFunTheory(http://www.thefuntheory.com/）

30
Reward
• Give real (not expectations) rewards to
those who act.
• Or give a chance to win rewards to
those who act.
I can get a prize by visiting 5 more
times. Hooray!

31
Extra : Non-monetary reward
Quote : Nonprice incentives and energy conservation : Asensio, O. I., Delmas, M. A. (2015).
https://www.pnas.org/content/112/6/E510
In a US social experiment, health appeals were more effective than monetary
appeals to motivate people to save energy.

32
self-actualization
• Appeal to the desire to be your ideal
self.
Today's my hairstyle is not good.

33
The Feeling of Being Watched
• Take advantage of human psycho-
logical characteristics that behave more
morally in situations seen by others.
fake? But I feel uneasy.

34
Social norms
• Appeal to a sense of duty to obey the
law and morals.
Is this line an instruction to line up
here?

35
Social proof
• Take advantage of human psycho-
logical characteristics that imagine
rules (non-existent) from the actions of
others and follow the rules.
Oh? is it the rule to stand on the
left side of the escalator?

Reﬂection
36
シカケ
(きっかけ)
問題が解決
Behavior Change
Promoter
SHIKAKE
device
Behavior
change
Mind
change
Target person
Promoter’s
problem is
solved.

Idea Workshop
Lecture:
Activities Against Global Warming That We
Can Do
3714:35

Agenda
38
地球温暖化に関する情報は、環境省および全国地球温暖化防止活動推進センターの資料を元にしています。
Activities Against Global Warming
That We Can Do
• Global warming is scientifically proven.
• Countries around the world have
promised zero CO2 emissions by the
end of the 21st century
• We can do them at home.
- Eco products
- Eco service
- Eco-friendly lifestyle

What is “global warming” ?
39
A phenomenon in which the average temperature of the
atmosphere and ocean on the earth’s surface rises over the
long term due to greenhouse gases.
Quote : CLIMATE CHANGE 2013 - The Physical Science Basis(IPCC)

40
The reason for conclusion of global warming
Scientists made a computer program that accurately simu-
lated past climate changes, and they used it to predict the
future.

41
Between 1880 AD and 2012 AD, temperatures rose 0.85 degrees.
In the worst case, the temperature will rise by 4.8 degrees in 2100 AD.

42
In the best case, the temperature will rise by 0.3-1.8 degrees in 2100 AD.
Best
Worst

43
The cause of global warming is greenhouse gases emitted by humans,
especially CO2.

Risks of global warming
44
• Storm surge
• Flood / heavy rain
• Infrastructure outage
• heatstroke
• Food shortage
• Water shortage
• Marine ecosystem loss
• Land ecosystem loss
•Sea level rise
•Increased rainfall in temperate regions
•Extreme weather (typhoons, heavy rains, etc)
•Rising temperature
•North / South of suitable cultivated land
•Extreme weather (drought)
•Seawater temperature rise, seawater acidification
•North / South of a suitable place for survival
Risks (potential hazards)phenomenon
→
→
→
→
→
→
→
→

45
Global warming causes extreme weather.
Quote : 国土交通省九州地方整備局「令和2年7月豪雨への対応」
http://www.qsr.mlit.go.jp/bousai_joho/bousai200710.html

46
Extreme weather causes infrastructure outage.
Quote : 国土交通省「令和2年7月豪雨による被害の状況」
https://www.mlit.go.jp/toshi/city_plan/content/001354416.pdf

47
Activities to minimize the damage caused
by global warming.
• Infrastructure development
- Embankment, breakwater
- Sewer for rainwater
• Enlightenment
- Environmental learning
- Hazard map
• Improvement of method
- Breeding, farming method
• etc
Activities to top or slow down global
warming.
• Reduction of CO2 emissions
- Energy saving
- Utilization of renewable energy
• CO2 capture and solidification
- Tree planting
- Dumping to the ground
• etc
Mitigation Adaptation

48
International conventions on global warming
Aiming for a temperature rise of less than 2 degrees
at the end of the 21st century.
Cut CO2 emissions in 2050 to half that of 1990,
Reduce CO2 emissions below zero at the end of the 21st century.
Member countries promise concrete measures to reduce CO2.
Effective in November 2016“Paris Agreement”

49
Target value set by the Japanese government (household sector)
-40%
Emissions of energy-derived CO2 emitted from homes
Reduce by 40% by 2030. (compared to 2013)
Quote : 地球温暖化対策計画（平成28年５月13日閣議決定）
https://www.env.go.jp/press/files/jp/102816.pdf

50
Breakdown of CO2 emissions from households
その他
10.8%
洗濯乾燥
1.0%
テレビ
2.4%
冷房
4.2%
照明
5.2%
調理食洗
6.3%
冷蔵庫
6.4%
暖房
14.6%
水道・給湯
16.2%
自家用車
32.9%世帯平均
年間CO2排出量
4,553kg
Quote : JCCCA 全国地球温暖化防止活動推進センター調査結果より
http://www.jccca.org/about/works/img/pamphlet_red10_data01_2016_06.pdf
1. Private cars (32.9%)
2. Water supply (16.2%)
3. Heatings (14.6%)

Activities Against Global Warming That We Can Do
51
Using
ecoservices
Using
ecoproducts
eco-friendly
lifestyles
•Zero energy housing
•Eco Renovation
•Eco car
•Eco-friendly products
•Water saving goods
•Energy saving goods
•Railroad / bus
•Car sharing
•Review of electric
power company
•Cool Biz / Warm Biz
•Walking / bicycle
•Eco-friendly driving
•Eco-friendly cooking
•3R (Saving / Reusing /
Reusing)
•habit of water saving
•habit of power off

•Eco Renovation
•Eco car
•Railroad / bus
•Car sharing
power company
Reusing)
52
Activities to reduce CO2 from private cars
Using
ecoservices
Using
ecoproducts
eco-friendly
lifestyles

•Eco Renovation
•Eco car
•Railroad / bus
•Car sharing
power company
Reusing)
53
Activities to reduce CO2 from water supply
Using
ecoservices
Using
ecoproducts
eco-friendly
lifestyles

54
Activities to reduce CO2 from heatings
Using
ecoservices
Using
ecoproducts
eco-friendly
lifestyles
•Eco Renovation
•Eco car
•Railroad / bus
•Car sharing
power company
Reusing)

55
Reference information
｢クールチョイス！省エネガイド2016｣ (JCCCA)
クールビズ(環境省)
https://ondankataisaku.env.go.jp/coolchoice/coolbiz/
ウォームビズ(環境省)
https://ondankataisaku.env.go.jp/coolchoice/warmbiz/
エコドライブ10のすすめ(環境省)
https://ondankataisaku.env.go.jp/coolchoice/ecodriver/point/
エコ･クッキング(東京ガス)
https://home.tokyo-gas.co.jp/shoku/torikumi/eco-cooking/about-eco-cooking.html

Reﬂection
56
That We Can Do
- Eco products
- Eco service

Idea Workshop
Group work
5715:00

Group work
58
Today’s group work
• Let's think together about the SHIKAKE
against global warming.
note: All participants' ideas will be
published at UX Yokohama Website.
シカケ
(きっかけ)
問題が解決
Promoter
SHIKAKE
device
Behavior
change
Mind
change
Target person
Promoter’s
problem is
solved.

Group work
59
procedure
15:00 Explanation 5 min
15:05 Let's think about situations no choice but to do. 15 min
15:20 Let's think about situations to do positively. 15 min
15:35 break 10 min
15:45 Let's think about the SHIKAKE against global warming. 15 min
16:00 Vote 5min
16:05 Comment 15 min
16:20 Reflection 10 min
16:30 end

Group work
60
Preparation : 1. Grouping
• Make a group of 4 to 5 people with
Zoom's Breakout Room feature
• Work on the miro whiteboard while
having a voice conversation with Zoom.
• Follow the Zoom app message to enter
the breakout room with the indicated
room number.
• When you enter the room, unmute your
microphone and open the miro
whiteboard according to your room
number.
10分
1 https://miro.com/app/board/o9J_ki4jp2w=/
2 https://miro.com/app/board/o9J_ki_a-GM=/
3 https://miro.com/app/board/o9J_ki_a_Bo=/
4 https://miro.com/app/board/o9J_ki-ukX8=/
5 https://miro.com/app/board/o9J_ki-v4sM=/
6 https://miro.com/app/board/o9J_ki-v46k=/
7 https://miro.com/app/board/o9J_ki-tr_o=/
8 https://miro.com/app/board/o9J_ki-trIY=/
note : In the breakout room, You
can't hear the moderator's voice.

Group work
61
Preparation : 2. choose one theme
• Please choose one theme for each
group by majority vote.
A. Cool Biz or Warm Biz
B. Eco mobility (train or bus)
C. Eco mobility (bicycle or on-foot)
D. Eco-friendly cooking

Group work
62
1. Think about situations no choice
but to do. [15min]
10分
• Think about the situation you have no
choice but to do with the theme of
your choice.
• Write down the situation on a yellow
sticky note for each case and paste it
on a large yellow paper.
• Please unify with “because . .”.
• If you have multiple sticky notes with
the same content, consider them as
one.

Group work
63
2. Think about situations to do
positively. [15min]
10分
• Think about situations to do positively
with the theme of your choice.
• Write down the situation on a pink
on a large pink paper.
• Please unify with “because . .”.
• If you have multiple sticky notes with
the same content, consider them as
one.

Group work
64
3. think about the SHIKAKE
15分
• think about the SHIKAKE against
global warming with the theme of
your choice.
• Write down the SHIKAKE on a cyan
on a large cyan paper.
• If possible, please write multiple ideas.

65
Example
アイデアの内容
アイデアのタイトル
800文字程度、可能であれば解説図も合わせて記述
街中が自転車駐輪場(自転車スタンド付ガードレール)
都心部は自転車を停める場所がない。放置自転車として回収され
てしまう。通行人の邪魔にならず街のどこにでも自転車を駐輪でき
るよう、ガードレール
に自転車スタンド機能を持た
せて街中を自転車駐輪場に
する。
シカケられた側の気持ちの変化・行動変化
停めていい場所がいま目の前にある
なら、禁止されている場所に置くの
はやめよう。
シカケる側の目的
自転車の駐輪は、歩行者の
邪魔をしないで欲しい。
No drawing is required today.

Group work
66
4. Vote [5min]
5分
• For each group, vote for the best idea.
• 2 votes per person
• Choose an idea other than your own.
• Place a smiley mark on the selected
idea (sticky note) to mark it.

Group work
67
Comment
15分
• The instructor will give a comment.
- Please close the miro screen.
- Please leave the breakout room.

Idea Workshop
Reﬂection
68

Reﬂection
69
シカケ
(きっかけ)
問題が解決
Behavior Change
Promoter
SHIKAKE
device
Behavior
change
Mind
change
Target person
Promoter’s
problem is
solved.

Reﬂection
70
That We Can Do
- Eco products
- Eco service

Reference information
71
｢クールチョイス！省エネガイド2016｣ (JCCCA)
クールビズ(環境省)
https://ondankataisaku.env.go.jp/coolchoice/coolbiz/
ウォームビズ(環境省)
https://ondankataisaku.env.go.jp/coolchoice/warmbiz/
エコドライブ10のすすめ(環境省)
https://ondankataisaku.env.go.jp/coolchoice/ecodriver/point/
エコ･クッキング(東京ガス)
https://home.tokyo-gas.co.jp/shoku/torikumi/eco-cooking/about-eco-cooking.html

Documents Download URL
72
https://sites.google.com/view/
uxyokohama-archives

Idea Workshop
Thank you for your participation.
73
The questionnaire for participants :
https://t.co/kGacdoFQwr

201107-shikake-workshop-en

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