UXWeek 2015 - Designing for Behavior Change

UXWeek 2015 - Designing for Behavior Change
UX Week August 2015 Stephen Wendel Head of Behavioral Science @sawendel Designing for Behavior Change An Introduction
Hi! I’m Steve. Head of Behavioral Science Morningstar
Until recently, I was here Update screen Personalized financial guidance that transforms financial lives through behavioral economics
Now, I’m at Leading provider of independent investment advice serving millions of people everyday, around the world
My Job
A new wave of behavioral research
Some cool gadgets and products
Powering leading companies behind the scenes
And that’s what we’re talking about today Understand the decision making process and potential behavioral obstacles. Discover the appropriate behavioral intervention and target audience. Design the product or communication, from concept to implementation Refine the products and materials iteratively, using rigorous experimental testing. Image from Designing for Behavior Change
And you? I don’t understand why our users don’t ______?
The Path Ahead 1 Oh, so very limited 2 The obstacles we face 3 Three big strategies for overcoming them 4 Exercise
Four Big Lessons 1: We’re of two minds 2: We’re imperfect 4: Our choices are relative, contextual & social 3: Friction Matters
Justice is Blind?
No, Justice is Hungry
Just add the logo. 300% boost in enrollment
The Path Ahead 1 A new wave of products 2 Obstacles we face 3 Three big strategies for overcoming them 4 Exercise
We are all unique. To From To But our minds go through a similar process.
6 Potential Obstacles to Consumer Action Image by Katie Palermo, and from Improving Employee Benefits
Cue: The Power of Simple Reminders For Example, see: Karlan et al. 2010
Reaction: What does it evoke?
Reaction: Make It Normal With Peer Comparisons or Social Proof For Example, see: Allcott 2011
Evaluation: Do they know the benefits (and costs)?
Evaluation: Most than economic costs 52% increase in clicks See https://whichtestwon.com/
Ability: Can they actually take action (and do they know it)?
Timing: Is there urgency to act now?
Timing: Time-based incentives can work “...If you sign up by 7PM today, you are eligible to win a free iPad mini!” “...If you are one of the first 100 people to sign up, you are eligible to win a free iPad mini!” 7.5% clicked 9.6% clicked 13.1% clicked See Balz and Wendel 2014
Today’s Path 1 Oh, so very limited 2 Obstacles we face 3 Three big strategies to overcome them 4 Exercise
So what’s a habit? Adapted from ABC Model (eg Miltenberger 2011) and Duhigg 2012
3 strategies to pass the CREATE funnel
Today’s Path 1 A new wave of products 2 Obstacles we face 3 Three big strategies to overcome them 4 Exercise
Exercise! {Page 8: Using the CREATE Action Funnel} {Pick a volunteer & do the exercise as a group}
Practical Exercises: Identifying Obstacles with the CREATE Model
Practical Exercises: Evaluating Two Alternatives
UX Week August 2015 Stephen Wendel Head of Behavioral Science @sawendel Discovering the right behavior to target
The Path Ahead 1 Taking a step back 2 Three things that can help 3 Exercise
What’s the best way to lose weight?
What’s the best way to lose weight?
What’s the best way to engage your users?
Discover the Outcome, Actor & Action Image from Designing for Behavior Change
The Outcome: How will the world change?
Make it tangible Why do you really care? Why would your users really care?
Make sure you can measure it “Users will gain experience with exercise” vs “Americans will have an average BMI of 25”
Actions: What Might –Someone– Do?
Actor: Who’s your audience?
Who’s your audience? Impact, Ease, Cost & Fit
Elicit additional constraints Channel? Timeframe? “Tone” of App? Constraints make us free
Exercise! {Page 10-13: Group exercise} {Pick a behavioral problem, Discover the right action to target}
Practical Exercises: Discover - Outcome & Action
Practical Exercises: Discover - Personas
Practical Exercises: Discover - Evaluate
UX Week August 2015 Stephen Wendel Head of Behavioral Science @sawendel Designing the product around that target action
Please don’t yell at the fish.
Three strategies for changing behavior Image from Designing for Behavior Change
The Path Ahead 1 Structure the action 2 Design the environment 3 Prepare the user 4 Exercise
Write out the sequence of steps. Make each step pleasant. Straightforward. “Easy”. Tailor it to their prior experiences. Skip ahead where possible. Take the garden path. Structure the action: Break down hard problems
Conceptual design: develop a story How consumers progress from “just starting out” to “success!” Customer experience map by Mel Edwards, desonance.wordpress.com
Example: Structure the Action
Grab the person’s attention. Make sure the motivation is clear. Provide urgency. Remove distractions. Construct the environment to support action
Examples: Construct the environment
Help consumers see and tell the story of their successes. Build on related, positive experiences. Educate consumers about how to do take action. Prepare the person for the action
Examples: Prepare the person
Another exercise graphic! {Page 14: Pick a volunteer} {Design the behavioral plan}
Practical Exercises: The Behavioral Plan
UX Week August 2015 Stephen Wendel Head of Behavioral Science @sawendel Designing the user interface
The Path Ahead 1 Take a break 2 A Bag of Tricks 3 Some Tips 4 Exercise
Let designers do their magic.
Techniques 1 2 3 4 Obstacle: Try This: Cue Tell the Person 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 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
Cue
Give people a clear target
Two powerful cue words: You and Free
Align with when people have time 10:30am Monday 10:30am Tuesday 8pm Tuesday 3.7% clicked 7.1% clicked 1.6% clicked
Reaction
Build on a trusted relationship. 300% increase in engagement - from adding a logo. Randomized control trial conducted by Pizarro and Wendel, 2014
Make It Normal With Peer Comparisons or Social Proof For Example, see: Allcott 2011
Beauty and Scan-ability Matter Which version is more inviting? 27% boost in account creation vs.
Evaluation
Losses loom larger than gains
Offer dominated alternatives
Don’t Offer Lots of Choices At Once (Simplify or use a hierarchy)
Describe the Benefit of Action, Not Just the Content Describing the content versus describing the benefit? 62% increase Source: WhichTestWon.com
Ability
Use Defaults (especially where engagement isn’t needed) Employees joining shortly before Apr. 1st Employees joining shortly after Apr. 1st 49% 86% 0% 20% 40% 60% 80% 100% Opt In Opt Out Madrian and Shea (2001)
Make sure they know they’ll succeed 5.5% clicked8.5% clicked See Wendel and Balz 2014
Ability: Elicit Plans to Act (Implementation Intentions) See Milkman et al. 2011
Timing
Make the Future into the Present From Dan Goldstein
Limited Time Offers Still Work How can you create urgency? “...If you sign up by 7PM today, you are eligible to win a free iPad mini!” “...If you are one of the first 100 people to sign up, you are eligible to win a free iPad mini!” 7.5% clicked 9.6% clicked 13.1% clicked
Exercise! {Page 15: Pick a volunteer} {Design a simple user interface: email}
Practical Exercises: Designing the invite email
UX Week August 2015 Stephen Wendel Head of Behavioral Science @sawendel Refining the design and learning faster
The Path Ahead 1 One Big Lesson 2 How Experiments Work 3 Fitting it Together: A Three-Step Process 4 Exercise
Hundreds of RCTs – Big and Small – On Usage and Impact “...If you sign up by 7PM today, you are eligible to win a free iPad mini!” “...If you are one of the first 100 people to sign up, you are eligible to win a free iPad mini!”
Most of our efforts just don’t do much.
Lots of possible solutions
Applicability, not generalizability
How?
Checking whether the darned thing works Impact Experiment: The Gold Standard Statistical Models w. Controls: Harder Work, For a Silver Medal
The Path Ahead 1 One Big Lesson: Learn Faster 2 How Experiments Work 3 Fitting it Together: A Three-Step Process 4 Exercise
Experiments in 2 Minutes
Step 1: Define Success. What metric, by what amount?
Step 2: Develop the approach(es).
Step 3: Apply the behavioral bag of tricks.
Step 4: Take Stock: What Do You Want to Learn?
1) Does the darned thing work? Type of Test: an “Impact Test” Version A: Do Nothing Version B: Your Communication
2) Can we get anything to work better? Type of Test: a “Kitchen Sink Test” Version A: Current Underperforming Version Version B: Your Best Shot, with everything
3) What fundamentally resonates with our readers more, X or Y? Type of Test: an “Archetype Test” Version A: Everything is X Version B: Everything is Y
4) What exactly drives a result? Type of Test: “Isolated Intervention” (Aka “Microscope Test”) Version A: A baseline communication Version B: The exact same communication, with a single small change
Step 5: Do you have enough people?
Step 6: Measure the Impact, Test if it’s Real
Impact – Ideas – Measured Changes
Generating Ideas: Where’s the problem?
Generating Ideas: Why is there a problem?
Find the leading indictors that save waiting time.
Vet ideas cheaply, before proving their impact expensively.
It all starts by being wrong.
Practical Exercises: Calc Sample Size (1 of 2)
Practical Exercises: Calculate Sample Size
Practical Exercises: Refine
UX Week August 2015 Stephen Wendel Head of Behavioral Science @sawendel A quick recap
It’s not enough to have an awesome product or communication
We’re all pretty limited
Understand: 6 Obstacles to Action
Discover: Outcome, Actor, Action
Design: 3 Strategies for Action
Refine: Learn Faster
Comments? Suggestions? steve.wendel@morningstar.com

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