Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Design for Behavior Change
SXSW Workshop 9 March 2014
Stephen Wendel @sawendel
#D4BC
Why are we here?
Why are we here?
Introductions
Understand how users decide what to do next
Discover the right action to target
Design around that action
Re...
It’s tim to manage your (lack of)
money!
Not so scary after all…
Best in Class User Experience
Behavioral Science Driven Software
Backed by Consumer Finance Expert...
My job…
1 2 3 4 5
Translate the research…
oreilly.com/go/behavior-change Benefits & Behavior
Change
1 2 3 4 5
And apply it to our products
1 2 3 4 5
And you?
Daily work?
Impact?
Donuts?
1 2 3 4 5
Everything important
1 2 3 4 5
Summary – Part 1
Providing Value Isn’t Enough.
Find the particular behavioral obstacles
users face, and solve them.
Delive...
Summary – Part 2
Be Less Wrong.
Human behavior is too complex to fully fathom.
Any intervention we try will be partially w...
There ain’t no magic wand.
But there is a method
(Look familiar?)
Summary – Part 3
1 2 3 4 5
Next Up – The decision-making process
Introductions
Understand how users decide what to do next
Discover the right action ...
Steve, you’ve got some work to do
Motivation (i.e., value) isn’t enough.
1 2 3 4 5
To
What’s required for people to take action?
From
To
Every person & every action
is unique.
But the mind goes through
a s...
5 Steps to Action
1 2 3 4 5
Got an app to help people exercise?
1 2 3 4 5
Step 1: Detect A Cue
1 2 3 4 5
Step 1: Detect A Cue
1 2 3 4 5
Step 2: Evoke a Positive Reaction
1 2 3 4 5
Step 2: Evoke a Positive Reaction
1 2 3 4 5
Step 3: Pass the Conscious Evaluation
1 2 3 4 5
Step 4: Make Sure They’re Able to Act
1 2 3 4 5
Step 5: Make it Urgent
1 2 3 4 5
Step 5: Make it Urgent
1 2 3 4 5
3 strategies to pass the funnel
1 2 3 4 5
Exercise!
1 2 3 4 5
{Page 9: Using the CREATE Action Funnel}
{Pick a volunteer & do the exercise as a group}
Next Up – Pick the right action
Introductions
Understand how users decide what to do next
Discover the right action to tar...
What’s the best way to lose weight?
1 2 3 4 5
What’s the best way to lose weight?
1 2 3 4 5
Discover the Outcome, Actor & Action
1 2 3 4 5
Define the target outcome
Impact.
What will be different about the world,
when your product is completely successful?
1 2 ...
Make it tangible
Why do you really care?
Why would your users really care?
1 2 3 4 5
Make sure you can measure it
“Users will gain experience with exercise”
vs
“Americans will have an average BMI of 25”
1 2 ...
Generate ideas for actions
Make stuff up!
5-10 different actions
to cause the outcome.
1 2 3 4 5
Do your (user) research
Where are they starting from?
What’s normal for them?
1 2 3 4 5
Evaluate the actions
Build a Matrix. For each Action: Impact, Ease, Cost, Fit
1 2 3 4 5
Elicit additional constraints
Channel?
Timeframe?
“Tone” of App?
Constraints make us free
1 2 3 4 5
Exercise!
{Page 11: Group exercise}
{Pick a behavioral problem}
{Discover the right action to target}
1 2 3 4 5
Next Up – Designing around that action
1
2
3
4
Introductions
Understand how users decide what to do next
Discover the righ...
What do you need to write a book?
1 2 3 4 5
Design the Action, Environment & User
1 2 3 4 5
Our goal: develop a story
How will users progress from starting out to success?
Customer experience map by Mel Edwards, de...
Structure the Action:
Break down hard problems
Take the garden path.
Make each step is pleasant.
Straightforward.
“Easy”.
...
Construct the environment
to support action
Grab the user’s
attention.
Make sure the
motivation is clear.
Provide urgency....
Prepare the user
Help users see
and tell the story
of their successes.
Build on related,
positive experiences.
Educate use...
Techniques 1 2 3 4
Obstacle: Try This:
Cue Tell the Employees What the Action Is
Make It Clear Where to Act
Clear the Page...
In other words, it’s where to use these:
1 2 3 4 5
Another exercise graphic!
{Page 13: Pick a volunteer}
{Design the behavioral plan}
1 2 3 4 5
Next Up – Refining over time
Introductions
Understand how users decide what to do next
Discover the right action to target...
A minor question…
When is the best day of week & time of day to contact folks?
10:30am Monday 10:30am Tuesday 8:00pm Tuesd...
With a massive effect
3.7% clicked 7.1% clicked 1.6% clicked
When is the best day of week & time of day to contact folks?
...
You’ll often get it wrong. Confidence is an illusion.
1 2 3 4 5
Refine via impact, new ideas & re-measurement
1 2 3 4 5
Assess where you are now
Controlled Experiments:
The Gold Standard
Statistical Models w. Controls:
Harder Work, For a Silv...
Build a data bridge if needed
1 2 3 4 5
Generate ideas for what’s going wrong
1 2 3 4 5
Change it, Measure it
How much Rigor you need depends on:
• How big of an impact you’re looking for.
• How much else is go...
Next Up – Recap
Introductions
Understand how users decide what to do next
Discover the right action to target
Design aroun...
It doesn’t matter how awesome your product is…
Remember this!
Remember this!
Remember this!
Remember this!
Comments? Personal Stories?
@sawendel www.about.me/sawendel
Thank You!
OPTIONAL MATERIAL
Many types of decision making
Many different strategies to change them
So what’s a habit?
Adapted from ABC
Model (eg Miltenberger
2011) and Duhigg 2012
Upcoming SlideShare
Loading in …5
×

SXSW Workshop on Designing for Behavior Change (2014)

2,366 views

Published on

Slides from my 2.5 hour SXSW workshop on how to design products to support behavior change among users. The toolkit that accompanies it is up on actiondesign.hellowallet.com.

Published in: Design
  • Be the first to comment

SXSW Workshop on Designing for Behavior Change (2014)

  1. 1. Design for Behavior Change SXSW Workshop 9 March 2014 Stephen Wendel @sawendel #D4BC
  2. 2. Why are we here?
  3. 3. Why are we here?
  4. 4. Introductions Understand how users decide what to do next Discover the right action to target Design around that action Refine over time – become Less Wrong {3 exercises; Pit stops as needed; Q&A any time you like} Topics 1 2 3 4 5
  5. 5. It’s tim to manage your (lack of) money!
  6. 6. Not so scary after all… Best in Class User Experience Behavioral Science Driven Software Backed by Consumer Finance Expertise Community Partnerships B2B SaaS Company 1 2 3 4 5
  7. 7. My job… 1 2 3 4 5
  8. 8. Translate the research… oreilly.com/go/behavior-change Benefits & Behavior Change 1 2 3 4 5
  9. 9. And apply it to our products 1 2 3 4 5
  10. 10. And you? Daily work? Impact? Donuts? 1 2 3 4 5
  11. 11. Everything important 1 2 3 4 5
  12. 12. Summary – Part 1 Providing Value Isn’t Enough. Find the particular behavioral obstacles users face, and solve them. Delivering more value to users (i.e. a stronger motivation to act) usually isn’t the answer. 1 2 3 4 5
  13. 13. Summary – Part 2 Be Less Wrong. Human behavior is too complex to fully fathom. Any intervention we try will be partially wrong, and will sometimes make things worse. With testing & iteration we can become Less Wrong. 1 2 3 4 5
  14. 14. There ain’t no magic wand. But there is a method (Look familiar?) Summary – Part 3 1 2 3 4 5
  15. 15. Next Up – The decision-making process Introductions Understand how users decide what to do next Discover the right action to target Design around that action Refine over time – become Less Wrong 1 2 3 4 5
  16. 16. Steve, you’ve got some work to do Motivation (i.e., value) isn’t enough. 1 2 3 4 5
  17. 17. To What’s required for people to take action? From To Every person & every action is unique. But the mind goes through a similar process. 1 2 3 4 5
  18. 18. 5 Steps to Action 1 2 3 4 5
  19. 19. Got an app to help people exercise? 1 2 3 4 5
  20. 20. Step 1: Detect A Cue 1 2 3 4 5
  21. 21. Step 1: Detect A Cue 1 2 3 4 5
  22. 22. Step 2: Evoke a Positive Reaction 1 2 3 4 5
  23. 23. Step 2: Evoke a Positive Reaction 1 2 3 4 5
  24. 24. Step 3: Pass the Conscious Evaluation 1 2 3 4 5
  25. 25. Step 4: Make Sure They’re Able to Act 1 2 3 4 5
  26. 26. Step 5: Make it Urgent 1 2 3 4 5
  27. 27. Step 5: Make it Urgent 1 2 3 4 5
  28. 28. 3 strategies to pass the funnel 1 2 3 4 5
  29. 29. Exercise! 1 2 3 4 5 {Page 9: Using the CREATE Action Funnel} {Pick a volunteer & do the exercise as a group}
  30. 30. Next Up – Pick the right action Introductions Understand how users decide what to do next Discover the right action to target Design around that action Refine over time – become Less Wrong 1 2 3 4 5
  31. 31. What’s the best way to lose weight? 1 2 3 4 5
  32. 32. What’s the best way to lose weight? 1 2 3 4 5
  33. 33. Discover the Outcome, Actor & Action 1 2 3 4 5
  34. 34. Define the target outcome Impact. What will be different about the world, when your product is completely successful? 1 2 3 4 5
  35. 35. Make it tangible Why do you really care? Why would your users really care? 1 2 3 4 5
  36. 36. Make sure you can measure it “Users will gain experience with exercise” vs “Americans will have an average BMI of 25” 1 2 3 4 5
  37. 37. Generate ideas for actions Make stuff up! 5-10 different actions to cause the outcome. 1 2 3 4 5
  38. 38. Do your (user) research Where are they starting from? What’s normal for them? 1 2 3 4 5
  39. 39. Evaluate the actions Build a Matrix. For each Action: Impact, Ease, Cost, Fit 1 2 3 4 5
  40. 40. Elicit additional constraints Channel? Timeframe? “Tone” of App? Constraints make us free 1 2 3 4 5
  41. 41. Exercise! {Page 11: Group exercise} {Pick a behavioral problem} {Discover the right action to target} 1 2 3 4 5
  42. 42. Next Up – Designing around that action 1 2 3 4 Introductions Understand how users decide what to do next Discover the right action to target Design around that action Refine over time – become Less Wrong 1 2 3 4 5
  43. 43. What do you need to write a book? 1 2 3 4 5
  44. 44. Design the Action, Environment & User 1 2 3 4 5
  45. 45. Our goal: develop a story How will users progress from starting out to success? Customer experience map by Mel Edwards, desonance.wordpress.com 1 2 3 4 5
  46. 46. Structure the Action: Break down hard problems Take the garden path. Make each step is pleasant. Straightforward. “Easy”. Tailor it to their prior experiences. Skip ahead where possible. 1 2 3 4 5
  47. 47. Construct the environment to support action Grab the user’s attention. Make sure the motivation is clear. Provide urgency. Remove distractions. 1 2 3 4 5
  48. 48. Prepare the user Help users see and tell the story of their successes. Build on related, positive experiences. Educate users about how to do take action. 1 2 3 4 5
  49. 49. Techniques 1 2 3 4 Obstacle: Try This: Cue Tell the Employees What the Action Is Make It Clear Where to Act Clear the Page of Distractions Reaction Make Site Beautiful and Professional Deploy Social Proof Display Strong Authority on the Subject Be Authentic and Personal Evaluation Prime Employee-Relevant Associations Leverage Loss Aversion Use Peer Comparisons Run a Competition Avoid Cognitive Overhead Avoid Choice Overload Avoid Direct Payments Ability Elicit Implementation Intentions Default Everything Lessen Burden of Action and Information Deploy (Positive) Peer Comparisons Timing Frame text to avoid temporal myopia Remind of prior commitment to act Make it scarce
  50. 50. In other words, it’s where to use these: 1 2 3 4 5
  51. 51. Another exercise graphic! {Page 13: Pick a volunteer} {Design the behavioral plan} 1 2 3 4 5
  52. 52. Next Up – Refining over time Introductions Understand how users decide what to do next Discover the right action to target Design around that action Refine over time – become Less Wrong 1 2 3 4 5
  53. 53. A minor question… When is the best day of week & time of day to contact folks? 10:30am Monday 10:30am Tuesday 8:00pm Tuesday 1 2 3 4 5
  54. 54. With a massive effect 3.7% clicked 7.1% clicked 1.6% clicked When is the best day of week & time of day to contact folks? 10:30am Monday 10:30am Tuesday 8:00pm Tuesday 1 2 3 4 5
  55. 55. You’ll often get it wrong. Confidence is an illusion. 1 2 3 4 5
  56. 56. Refine via impact, new ideas & re-measurement 1 2 3 4 5
  57. 57. Assess where you are now Controlled Experiments: The Gold Standard Statistical Models w. Controls: Harder Work, For a Silver Medal 1 2 3 4 5
  58. 58. Build a data bridge if needed 1 2 3 4 5
  59. 59. Generate ideas for what’s going wrong 1 2 3 4 5
  60. 60. Change it, Measure it How much Rigor you need depends on: • How big of an impact you’re looking for. • How much else is going on at the same time. • Whether the action is unique to the app. So, develop multiple “testing” platforms. 1 2 3 4 5
  61. 61. Next Up – Recap Introductions Understand how users decide what to do next Discover the right action to target Design around that action Refine over time – become Less Wrong 1 2 3 4 5
  62. 62. It doesn’t matter how awesome your product is…
  63. 63. Remember this!
  64. 64. Remember this!
  65. 65. Remember this!
  66. 66. Remember this!
  67. 67. Comments? Personal Stories? @sawendel www.about.me/sawendel
  68. 68. Thank You!
  69. 69. OPTIONAL MATERIAL
  70. 70. Many types of decision making
  71. 71. Many different strategies to change them
  72. 72. So what’s a habit? Adapted from ABC Model (eg Miltenberger 2011) and Duhigg 2012

×