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Identifying Paths to a Specific Behavioral Outcome

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Identifying multiples paths leading to one behavioral outcome is called Starfishing. Read on to learn how it improves design.

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Identifying Paths to a Specific Behavioral Outcome

  1. 1. Cristina Leos(cristina.leos1@gmail.com) Stanford University
  2. 2. Brainstorm, Brainstorm, BrainstormWhen designing for a behavioraloutcome, it’s important to consider abroad array of paths that could getsomeone to the target behavior.This is a simple brainstorm exerciseidentifying 6 ways to get an individual toperform my target behavior, also knownas Starfishing
  3. 3. Target: Get Lily to buy soymilkPath #1 Lily goes grocery shopping Lily tries sample of soy milk Lily likes the taste of the sample Lily buys soy milk
  4. 4. Target: Get Lily to buy soymilkPath #2 Lily reads weekly grocery sales Lily sees proceeds from buying soy milk benefits her favorite charity Lily buys soy milk
  5. 5. Target: Get Lily to buy soymilkPath #3 Lily sees a PETA commercial on TV Lily visits the PETA website Lily signs a pledge to become a vegan Lily buys soy milk
  6. 6. Target: Get Lily to buy soymilkPath #4 Lily joins the Cookies & Milk club at Stanford Lily takes charge of buying milk and cookies (Some members are lactose intolerant) Lily buys soy milk
  7. 7. Target: Get Lily to buy soymilkPath #5 Lily likes to bake Lily decides to bake a vegan cake Lily buys soy milk
  8. 8. Target: Get Lily to buy soymilkPath #6 Lily reads the newspaper regularly Lily reads an article on the benefits of soy milk Lily buys soy milk
  9. 9. Design Options Each path is different and presents a unique opportunity for design.Having options lets you get creative and expand the reach of your design. So starfish now and improve your design!
  10. 10. Want to learn more about starfishing or behavior design?Comment belowVisit captology.stanford.eduFollow me on Twitter (@consider_change)

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