Presentation from a workshop at the CanUX conference on Designing for Behaviour Change, co-presented with Akash Radia. The goal of this workshop was to provide a framework to help people evaluate how well a product or service is designed to support behaviour change. This framework can then be used to better design a product or service to better support behaviour change.

1. Designing
for Behaviour
Change
CANUX ‘22
Jennifer Fraser & Akash Radia
Macadamian Technologies
1

2. Defining Behaviour Change
ARC Framework
Practice Context: Deep-Dive into 3 Principles
Breakout Exercise 1
BREAK
Breakout Exercise 2
Summary + Reflections
2
Copyright Emids 2022 |
AGENDA

3. Behaviour change can be hard.
The goal of this workshop is to provide a framework
to help you tackle behaviour change in your product/service/classroom/
passion project.
PROVIDING A FRAMEWORK FOR BEHAVIOUR CHANGE
3
Copyright Emids 2022 |
WORKSHOP GOAL

4. 4
Copyright Emids 2022 |
Positive and sustained
modifications in behavior, in
an individual or group, via the
use of your
product/service/technology,
to achieve positive outcomes

5. 5
Copyright Emids 2022 |
Behaviour change in the
UX context

6. 6
Copyright Emids 2022 |
What is behaviour?

7. 7
Copyright Emids 2022 |
One-time actions and sustained
actions over time

8. 8
Copyright Emids 2022 |
ONE-TIME ACTION VERSUS BEHAVIOUR

9. 9
Copyright Emids 2022 |
ONE-TIME ACTION VERSUS BEHAVIOUR

10. 10
Copyright Emids 2022 |
ONE-TIME ACTION VERSUS BEHAVIOUR

11. 11
Copyright Emids 2022 |
ONE-TIME ACTION VERSUS BEHAVIOUR

12. 12
Copyright Emids 2022 |
ONE-TIME ACTION VERSUS BEHAVIOUR
Linked to 7/10
leading causes of
death

13. 13
Copyright Emids 2022 |
What behaviour did you
enact/change as a result
of the pandemic?

14. 14
Copyright Emids 2022 |
Behaviour change is hard.

15. 15
Copyright Emids 2022 |
Psychological
Barriers
BEHAVIOUR CHANGE IS HARD

16. 16
Copyright Emids 2022 |
Psychological
Barriers
BEHAVIOUR CHANGE IS HARD

17. 17
Copyright Emids 2022 |
Biological
Barriers
Psychological
Barriers
BEHAVIOUR CHANGE IS HARD

18. 18
Copyright Emids 2022 |
Environmental
Factors
Biological
Barriers
Psychological
Barriers
BEHAVIOUR CHANGE IS HARD

19. 19
Copyright Emids 2022 |
Environmental
Factors
Biological
Barriers
Psychological
Barriers
BEHAVIOUR CHANGE IS HARD
Biopsychosocial Model

20. 20
Copyright Emids 2022 |
What can support people in
changing their behaviour?

21. 21
Copyright Emids 2022 |
Fogg, BJ (2020) Tiny Habits: The Tiny Changes That Change Everything.
Houghton Mifflin Harcourt.
B=MAT
at the same
moment
Ability Easy to do
Hard to do
Low
Motivation
High
Triggers
succeed here
Triggers
fail here
Action line
HOW DO YOU HELP SOMEONE CHANGE THEIR BEHAVIOUR?

22. 22
Copyright Emids 2022 |
Prochaska Jo and DiClemente CC (1984) The transtheoretical approach: crossing traditional boundaries
of therapy. Homewood, Ill: Dow Jones Irwin
Bandura A (1977) Self-efficacy: toward a unifying theory of behavioural change. Psychological
Review. 64(2): 191-225
Attitude towards
behaviour
Perceived
behavioural control
Behavioural
intention
Behaviour
Behavioural beliefs
Evaluation of behavioural
outcomes
Normative beliefs
Motivation to comply
Control beliefs
Perceived power
Subjective norm
Premature
way out
Precontemplation
Client sees no problem
but others disapprove
Contemplation
Weighing up pros
& cons of changing
Relapse
Return to previous
behaviour
Maintenance
Actively maintaining
change
Optimal recovery
Change consolidated
Start
Active Changes
Putting decision into
practice
HOW DO YOU HELP SOMEONE CHANGE THEIR BEHAVIOUR?

23. 23
Copyright Emids 2022 |
Who is responsible for designing and implementing features
that aim to achieve a desired behaviour change?

24. 24
Copyright Emids 2022 |
In User Experience, we have tools to help us conduct
our work according to best practice “rules-of-thumb”

25. 25
Copyright Emids 2022 |
Visibility of
System Status
Match Between
System & Real World
User Control
& Freedom
Consistency
& Standards
Error
Prevention
Recognition
Rather than Recall
Flexibility &
Efficiency of Use
Aesthetic &
Minimalistic Design
Help Users
with Errors
Help &
Documentation
1 2 3 4 5
6 7 8 9 10

26. 26
Copyright Emids 2022 |
How do we go beyond usability and ensure
the products/services we design are also
conducive to behaviour change?

27. The ARC Framework
27
Copyright Emids 2022 |

28. The ARC Framework is a tool that can be used by
researchers, designers, and product professionals
across digital products or services to help engage
individuals and elicit positive and sustained
behaviour change.
THE ARC FRAMEWORK
28
Copyright Emids 2022 |
Introducing ARC

29. THE ARC FRAMEWORK
29
Copyright Emids 2022 |
Introducing ARC
Much like a usability heuristic evaluation, it
contains ‘rule-of-thumb’ (behavioural) principles
to evaluate an existing product or service.
It can also be used to inform the creation of a
new product and ensure that core features and
components follow behaviour change best practices.
Products built on a strong
foundation of usability and
functionality can only go so far.
The framework seeks to layer
on an additional lens focused on
behaviour change.

30. 30
Copyright Emids 2022 |
THE ARC FRAMEWORK
The Foundation
Ensuring behaviour change via digital products requires a
multidisciplinary analysis across traditional healthcare and
digital environments.
Existing frameworks used in mutually exclusive contexts (offline
or online) were analyzed and common constructs identified
to form the basis of ARC’s 12 principles.
Cognitive
Science
Behaviour
Change
Theories
Gameful Design
+ Gamification
12
Principles

31. 31
Copyright Emids 2022 |
THE ARC FRAMEWORK
05 Goal Setting & Revising
07 Reminders
03 Individualization
08 Engagement Mechanisms
12 Person / App / Environment Loop
09 Aesthetic Experience
10 Human Connection
06 Feedback
11 Transcendance & Empowerment
02 Motivation
04 Education
01 Trust, Credibility & Transparency
ARC’s 12 Behaviour Change Principles

32. Actions exist in time and
behaviour evolves over time
32
Copyright Emids 2022 |
THE ARC FRAMEWORK

33. THE ARC FRAMEWORK
Pre-Onboarding
At this stage in the
journey, people are
learning what the product
or service has to offer at a
very high level.
They need to be
impressed enough to try
it, whether it’s to
download or sign up.
Onboarding
People are trying out the
platform. This could go one
of two ways: they are
engaged by the newly
acquired experience, or they
don’t like it and they delete or
interrupt their participation.
Daily Usage
If people enjoy and
benefit from the platform,
they remain engaged and
may use it daily.
Product teams typically
focus on features and
functionality that live
within this stage.
Growth & Beyond
This stage identifies
elements beyond daily
needs. These include a
person elevating their role
from user to contributor or a
mentor, or establishing a
human connection or
community that extends
beyond the initial outcome,
cultivating a long-lasting,
meaningful, relationship
with the platform.
ARC’s 4 Stages of a Journey Between a Product or Service and a Person
33
Copyright Emids 2022 |

34. 34
Copyright Emids 2022 |
PRACTICE CONTEXT
Deep-dive into 3 Principles

35. BEHAVIOUR CHANGE PRINCIPLES
3
5
01
Trust, Credibility
& Transparency
Products/Services should collect data in good faith, be worthy of the person’s trust,
transparent about what data is collected, and why.
DESCRIPTION
PRIMARY QUESTION
Can I Trust You?
GUIDING QUESTIONS
1. Is data collection justified and are the reasons for data collection clearly explained?
2. Is the product or service credible/provided by a credible source? (e.g., done in
collaboration with experts in the field, FDA approved, or the way the information is
asked should match people’s existing mental models such as how a specialist would
ask).
3. Is it clear to the person that their data is cared for and the data coming from the
product or service is trustworthy?

36. BEHAVIOUR CHANGE PRINCIPLES
3
6
01
Trust, Credibility
& Transparency
PRIMARY QUESTION
Can I Trust You?
Products/services should collect data in good faith, be worthy of the person’s trust,
transparent about what data is collected, and why.
DESCRIPTION
GUIDING QUESTIONS
1. Is data collection justified and are the reasons for data collection clearly explained?
2. Is the product or service credible/provided by a credible source? (e.g., done in
collaboration with experts in the field, FDA approved, or the way the information is
asked should match people’s existing mental models such as how a specialist would
ask).
3. Is it clear to the person that their data is cared for and the data coming from the
product or service is trustworthy?

37. 37
Copyright Emids 2022 |
Explains what they are collecting, and why, so I can determine if
I feel it’s justified and I can opt-out

38. BEHAVIOUR CHANGE PRINCIPLES
3
8
01
Trust, Credibility
& Transparency
PRIMARY QUESTION
Can I Trust You?
DESCRIPTION
Products/services should collect data in good faith, be worthy of the person’s trust,
transparent about what data is collected, and why.
GUIDING QUESTIONS
1. Is data collection justified and are the reasons for data collection clearly explained?
2. Is the product or service credible/provided by a credible source? (e.g., done in
collaboration with experts in the field, FDA approved, or the way the information is
asked should match people’s existing mental models such as how a specialist would
ask).
3. Is it clear to the person that their data is cared for and the data coming from the
product or service is trustworthy?

39. 39
Copyright Emids 2022 |
Explains who is collecting the information as well as the
credentials and affiliations or the person leading that team
Indicates that there are independent third-party researchers
running research studies to determine if the Headspace
approach to meditation is scientifically valid
Shows their affiliation with academic institutions

40. BEHAVIOUR CHANGE PRINCIPLES
4
0
01
Trust, Credibility
& Transparency
PRIMARY QUESTION
Can I Trust You?
DESCRIPTION
Products/services should collect data in good faith, be worthy of the person’s trust,
transparent about what data is collected, and why.
GUIDING QUESTIONS
1. Is data collection justified and are the reasons for data collection clearly explained?
2. Is the product or service credible/provided by a credible source? (e.g., done in
collaboration with experts in the field, FDA approved, or the way the information is
asked should match people’s existing mental models such as how a specialist would
ask).
3. Is it clear to the person that their data is cared for and the data coming from the
product or service is trustworthy?

41. 41
Copyright Emids 2022 |
Aims to reassure you that your data is cared for
Explains the steps the app goes through to determine if it
should send you a notification so you can decide if you feel it’s
trustworthy

42. 04
Education
BEHAVIOUR CHANGE PRINCIPLES
4
2
People understand how the tasks and information in the product or service relate to
their outcome. Sometimes it is not clear how an ask in the product or service can
benefit the person - the product or service should keep the person informed
highlighting how what they are doing benefits them. Education is important not only for
behaviour change, but also to shift people’s attitudes towards the change and process.
PRIMARY QUESTION
Are you empowering me with the knowledge I need to reach my outcome?
GUIDING QUESTIONS
1. Are there educational/informational components?
2. Does the product or service highlight the relationship between tasks and outcome?
3. Is the information easily consumable?
DESCRIPTION

43. 04
Education
BEHAVIOUR CHANGE PRINCIPLES
4
3
PRIMARY QUESTION
Are you empowering me with the knowledge I need to reach my outcome?
GUIDING QUESTIONS
1. Are there educational/informational components?
2. Does the product or service highlight the relationship between tasks and outcome?
3. Is the information easily consumable?
DESCRIPTION
People understand how the tasks and information in the product or service relate to
their outcome. Sometimes it is not clear how an ask in the product or service can
benefit the person - the product or service should keep the person informed
highlighting how what they are doing benefits them. Education is important not only for
behaviour change, but also to shift people’s attitudes towards the change and process.

44. 44
Copyright Emids 2022 |
Educational components are present

45. 04
Education
BEHAVIOUR CHANGE PRINCIPLES
4
5
PRIMARY QUESTION
Are you empowering me with the knowledge I need to reach my outcome?
GUIDING QUESTIONS
1. Are there educational/informational components?
2. Does the product or service highlight the relationship between tasks and outcome?
3. Is the information easily consumable?
DESCRIPTION
People understand how the tasks and information in the product or service relate to
their outcome. Sometimes it is not clear how an ask in the product or service can
benefit the person - the product or service should keep the person informed
highlighting how what they are doing benefits them. Education is important not only for
behaviour change, but also to shift people’s attitudes towards the change and process.

46. 46
Copyright Emids 2022 |
Clear relationship between Task and Outcome

47. 04
Education
BEHAVIOUR CHANGE PRINCIPLES
4
7
PRIMARY QUESTION
Are you empowering me with the knowledge I need to reach my outcome?
GUIDING QUESTIONS
1. Are there educational/informational components?
2. Does the product or service highlight the relationship between tasks and outcome?
3. Is the information easily consumable?
DESCRIPTION
People understand how the tasks and information in the product or service relate to
their outcome. Sometimes it is not clear how an ask in the product or service can
benefit the person - the product or service should keep the person informed
highlighting how what they are doing benefits them. Education is important not only for
behaviour change, but also to shift people’s attitudes towards the change and process.

48. 48
Copyright Emids 2022 |
Educational components are easily consumable

49. 10
Human
Connection
BEHAVIOUR CHANGE PRINCIPLES
4
9
The product or service should satisfy people’s need of human connection. Human
connection may be achieved directly by connecting with others, and indirectly by
learning about their experiences without being digitally connected to them. Human
connection elements should afford learning from stories, opportunities for
competition/group activities, support/mentorship and social commitment.
PRIMARY QUESTION
Are there others? (Am I not alone?)
GUIDING QUESTIONS
1. Are there direct and/or indirect human/social connection components?
2. Is the person in charge of the manner and/or degree of social connection?
3. Are the social components conducive to the outcome?
DESCRIPTION

50. 10
Human
Connection
BEHAVIOUR CHANGE PRINCIPLES
5
0
PRIMARY QUESTION
Are there others? (Am I not alone?)
GUIDING QUESTIONS
1. Are there direct and/or indirect human/social connection components?
2. Is the person in charge of the manner and/or degree of social connection?
3. Are the social components conducive to the outcome?
The product or service should satisfy people’s need of human connection. Human
connection may be achieved directly by connecting with others, and indirectly by
learning about their experiences without being digitally connected to them. Human
connection elements should afford learning from stories, opportunities for
competition/group activities, support/mentorship and social commitment.
DESCRIPTION

51. 51
Copyright Emids 2022 |
Are there social connection components?

52. 10
Human
Connection
BEHAVIOUR CHANGE PRINCIPLES
5
2
PRIMARY QUESTION
Are there others? (Am I not alone?)
GUIDING QUESTIONS
1. Are there direct and/or indirect human/social connection components?
2. Is the person in charge of the manner and/or degree of social connection?
3. Are the social components conducive to the outcome?
The product or service should satisfy people’s need of human connection. Human
connection may be achieved directly by connecting with others, and indirectly by
learning about their experiences without being digitally connected to them. Human
connection elements should afford learning from stories, opportunities for
competition/group activities, support/mentorship and social commitment.
DESCRIPTION

53. 53
Copyright Emids 2022 |
Is the person in charge of the social connection?

54. 10
Human
Connection
BEHAVIOUR CHANGE PRINCIPLES
5
4
PRIMARY QUESTION
Are there others? (Am I not alone?)
GUIDING QUESTIONS
1. Are there direct and/or indirect human/social connection components?
2. Is the person in charge of the manner and/or degree of social connection?
3. Are the social components conducive to the outcome?
The product or service should satisfy people’s need of human connection. Human
connection may be achieved directly by connecting with others, and indirectly by
learning about their experiences without being digitally connected to them. Human
connection elements should afford learning from stories, opportunities for
competition/group activities, support/mentorship and social commitment.
DESCRIPTION

55. 55
Copyright Emids 2022 |
Are the social components conducive to the outcome?

56. Take A Breath (TAB)
56
Copyright Emids 2022 |

57. 57
Copyright Emids 2022 |
TAB OVERVIEW
Exercise One:
Evaluate TAB using the two principles on the table you are going to move to.
Evaluate by answering the guiding questions as best you can as a group.
Exercise Two:
Using one of the two principles on your table, reimagine TAB
(a screen, a feature, or the whole experience!)
Two exercises to practice the behavioural heuristic framework
TAB (Take A Breath)

58. 58
Copyright Emids 2022 |
TAB OVERVIEW
THE KIDS ARE STRESSED
Stress among Canadian college students is continually rising, year-on-year
Studies of this population often find a majority of students struggling with
above-average levels of stress
Most post-secondary institutions struggle to adequately address student
stress and mental health concerns
Although counseling services are available, they can be overwhelmed with
student requests and tend to have to triage based on severity - often leaving
many of those at risk of high-stress, high-anxiety events (but not
experiencing them yet) vulnerable to a worsening condition

59. THE KIDS ARE STRESSED
59
Copyright Emids 2022 |
TAB OVERVIEW
At CANUX University, they've noticed similar, worrying trends
Students across all years struggle, with stress levels starting high in
freshman year, and peaking again in senior year
As well as chronic stress experienced throughout college, students
experience moments of acute stress, especially around exam periods +
major presentations
While they have a Student Wellness Center responsible for student welfare,
they are often overwhelmed with requests and particularly struggle when
students come to them at a critical point (as opposed to when they first
experienced symptoms of stress)
One-off events haven't worked as they'd like - not many people show up

60. 60
Copyright Emids 2022 |
TAB OVERVIEW
Demographics
● Freshman in uni
● International student
● 18 years old
● Lives on campus (in major city) - not from city
● History program (but thinking of switching) - Taking
all core courses now
● Works part-time (10hr/week) at campus bookstore
Behaviours & Habits
● Taking 4 classes, 3 of which are new subjects for her - spends about
30 hrs/week in class + studying in total, but peaks to 60 hrs during
exam period
● Spends most evenings at the library studying for at least 1-2 hours
● During weekends, tries to explore the city, but lack of money limits
what she can do
● Attends campus events with roommate attempting to meet new people
● Likes to go to the gym 3x week, but during exam week that becomes zero
Pain Points & Frustrations
● Struggling to fit in and make friends beyond roommate
● A 'perfectionist' and therefore procrastinates a lot
● Studying impacts her quantity + quality of sleep
● Eye on the future - already applying for summer internships
that are difficult to secure
● Stress levels highest during exam period or when presentation
due - tends to pull all-nighters to get things done
Needs & Goals
● Wants to 'find her place' in school
● Wants help managing her time
● Needs support with good sleep hygiene
● Needs support with long-term anxieties + stresses
(e.g. looking for summer internships)
● Wants to learn stress management techniques she can integrate
into her life - especially during the high-stress moments
Persona - Natalie S.

61. 61
Copyright Emids 2022 |

62. Breakout Exercise 1:
Evaluating TAB
62
Copyright Emids 2022 |

63. In groups, evaluate TAB:
EVALUATE TAB
6
3
● Move to the table with the two principles you are interested in focusing on for the rest of the
workshop
● Review the definitions and guiding questions of the two principles on your table
● Ask yourselves:
○ “Does TAB answer these guiding questions?”
○ “How well does TAB answer these questions?”
○ “Where is the evidence for TAB’s success/failure in answering these questions?”
● Capture your responses and prepare to share back with the group
30
minutes
Breakout Session Record your ideas Prepare to discuss

64. Breakout Exercise 1:
Shareback
64
Copyright Emids 2022 |

65. Breakout Exercise 2:
Reimagining TAB
Using ARC Principles
65
Copyright Emids 2022 |

66. In groups, reimagine TAB:
EVALUATE TAB
6
6
Select one of the two principles from your table
● Utilizing its definition and guiding questions, reimagine either a screen, a feature, or the
whole experience!
● The goal is the application of the principle, so be sure to justify any reimagine in relation to the
principle you chose
● Prepare to share with the group using whichever method your group is most comfortable with (e.g.
storyboards, annotations, dance, anything)
Breakout Session Record your ideas Prepare to discuss
30
minutes

67. Breakout Exercise 2:
Shareback
67
Copyright Emids 2022 |

68. Summary and reflections
68
Copyright Emids 2022 |

69. In helping to facilitate long-term behaviour change, think beyond psychological
barriers. Consider biological and especially environmental factors.
If charged with implementing features/functionality that hope to result in long-term
behaviour change of an individual, think beyond usability.
Reference behaviour change principles for guidance but remember, principles
and theories (and their implementation) are never static.
Behaviour change is supplemental to usability + accessibility.
Remember people experience products and services across a journey of
pre-onboarding, onboarding, daily usage, and growth/beyond. Try to understand
where an individual is and adjust the principle (or implementation of the principle)
accordingly.
KEY THINGS TO REMEMBER
69
Copyright Emids 2022 |
SUMMARY AND REFLECTIONS
Summary

70. What do you want to share?
Please complete your feedback form so we can learn and improve
from everyone’s experience.
WHAT DID YOU TAKE AWAY?
70
Copyright Emids 2022 |
SUMMARY AND REFLECTIONS
Reflections

71. Influences
The behavior change technique taxonomy of 93 hierarchically clustered techniques (BCT 93)
Social Cognitive Theory
Theory of Planned Behavior
Technology Acceptance Model
Behavioral Intervention Technology Model
Persuasive Systems Design by H. Oinas-Kukkonen, M. Harjumaa
Gameful Design Heuristics by G. Tondello
Octalysis Framework for Gamification & Behavioral Design, by Y-k. Chou
Books and Articles
Macadamian Technologies (2021) Is Your App Conducive to Behaviour Change? A Novel Heuristic Evaluation
Macadamian Technologies (2021) Why Digital Apps Fail
71
Copyright Emids 2022 |
SUMMARY AND REFLECTIONS
References

72. Thank you
72
Copyright Emids 2022 |
Akash Radia
aradia@macadamian.com
Jennifer Fraser
jennifer.fraser@macadamian.com

73. 73
Copyright Emids 2022 |
Akash’s version (if he’s presenting)
PRACTICE CONTEXT
Deep-dive into 3 Principles

74. BEHAVIOUR CHANGE PRINCIPLES
7
4
01
Trust, Credibility
& Transparency
Products/services should collect data in good faith, be worthy of the person’s trust,
transparent about what data is collected, and why.
BEST INITIATED IN
PRE-ONBOARDING
PRIMARY QUESTION
Can I Trust You?
GUIDING QUESTIONS
1. Is data collection justified and are the reasons for data collection clearly explained?
2. Is the product/service credible/provided by a credible source? (e.g., done in
collaboration with experts in the field, FDA approved, or the way the information is
asked should match people’s existing mental models such as how a specialist would
ask)
3. Is it clear to the person that their data is cared for and the data coming from the
product or service is trustworthy?

75. 75
Copyright Emids 2022 |
Data is cared for + data from the app is trustworthy
Data collection is
justified (and users
can opt-out)
Product has credibility

76. 04
Education
BEHAVIOUR CHANGE PRINCIPLES
7
6
People understand how the tasks and information in the product or service relate to
their outcome. Sometimes it is not clear how an ask in the product or service can
benefit the user. The product or service should keep the person informed, highlighting
how what they are doing benefits them. Education is important not only for behaviour
change, but also to shift people’s attitudes towards the change and process.
BEST INITIATED IN
PRIMARY QUESTION
Are you empowering me with the knowledge I need to reach my outcome?
GUIDING QUESTIONS
1. Are there educational/informational components?
2. Does the product or service highlight the relationship between tasks and outcome?
3. Is the information easily consumable?
DAILY USAGE

77. 77
Copyright Emids 2022 |
Educational
components are
present
Link between task
and outcome
Educational content
is digestible

78. 10
Human
Connection
BEHAVIOUR CHANGE PRINCIPLES
7
8
The product or service should satisfy people’s need of human connection. Human
connection may be achieved directly by connecting with others, and indirectly by
learning about their experiences without being digitally connected to them. Human
connection elements should afford learning from stories, opportunities for
competition/group activities, support/mentorship and social commitment.
BEST INITIATED IN
PRIMARY QUESTION
Are there others? (Am I not alone?)
GUIDING QUESTIONS
1. Are there direct and/or indirect human/social connection components?
2. Is the person in charge of the manner and/or degree of social connection?
3. Are the social components conducive to the outcome?
ONBOARDING

79. 79
Copyright Emids 2022 |
Human connect available + optional + conducive to outcome -
in this case, managing the mental challenges with a disease