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![[DISCLAMER]
I am not a cognitive scientist or
behavioral economist.
• Psychology
• Cognitive science
• Influence
• Neuroscience
• Behavioral economics
• Decision making
}
These topics have
become more important
when building products
for today’s consumer](https://image.slidesharecdn.com/2017-05-22mha-backlogsandbehavioraldesign-170601152612/75/Backlogs-and-behavioral-design-2-2048.jpg)
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Backlogs and behavioral design
- 1. Chris Shinkle Director ofInnovation @chrisshinkle | cmshinkle@sep.com Build Better Backlogs Using Behavioral Design
- 2. [DISCLAMER] I am nota cognitive scientist or behavioral economist. • Psychology • Cognitive science • Influence • Neuroscience • Behavioral economics • Decision making } These topics have become more important when building products for today’s consumer
- 3. Magic was myfirst introduction to the Behavioral Sciences
- 4. - Daniel Kahneman WECAN BE BLIND TO THE OBVIOUS, AND WE ARE ALSO BLIND TO OUR BLINDNESS.
- 5. What does thishave to do with product development?
- 6. Don’t focus on: Outputs(thethings we build) David Blaine Drake
- 7. Focus on: Outcomes(how wechange the world)
- 8. BEHAVIORAL DESIGN noun |be·hav·ior de·sign | bē-ˈhā-vyər di-ˈzīn design that uses ideas taken from Behavioral Science - the study of why people behave as they do.
- 9. 2 - 2- 2presentation
- 10. 2 Contrasting Viewpoints 2Design Methods 2 Practical Applications
- 11.
- 12. STANDARD (ECONOMIC) VIEWPOINT: •Most of our decisions are made cognitively and deliberately • Attention is an abundant resource • Deep reservoir of willpower We’re rational and behave in a way to maximize self interest
- 13. Soup Sale - 1998Cornell University psychology study
- 14. Soup Sale SoupSale 12 can limit - 1998 Cornell University psychology study
- 15. Soup Sale SoupSale 12 can limit - 1998 Cornell University psychology study
- 16. BEHAVIOR ECONOMIC VIEWPOINT: •Most of our decisions are made emotionally and automatically • Attention is a scarce resource • Shallow reservoir of willpower We’re swayed by a multitude of factors
- 17. A limit increasedthe number of cans purchased because: • Scarcity signals a good deal • of herding around the amount of soup to buy • of anchoring on 12 cans
- 18. This doesn’t meanwe’re stupid or irrational. It means we’re human. WE ALL TAKE MENTAL SHORTCUTS.
- 19. If we understandhow people behave and how they’re influenced… We can design for it.
- 20.
- 21.
- 23. 1,000 people boughtthis option this week
- 24. To influence decisions,we must familiarize ourselves with the science
- 25. - Nathalie Nahai,Webs of Influence, The psychology of online Persuasion 6 Cognitive Shortcuts: • Reciprocity: An obligation to give, receive, and repay • Consistency: We act in a way that is consistent with our values • Social Proof and Conformity: We naturally look to other people for cues on how to behave • Liking: We prefer to comply with people whom we actually like • Authority: We are rewarded for behaving in accordance with authority figures • Scarcity: We tend to value that which is in scarce supply
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- 27.
- 28. Books Online ClassesExperts Dr. Robert Caildini
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- 31.
- 32.
- 33. With great power comesgreat responsibility - Uncle Ben
- 35. 2. Facilitate Actions (andsustain behaviors)
- 36. Source: BJ Fogg,www.BehaviorModel.org@chrisshinkle
- 37. Source: BJ Fogg,www.BehaviorModel.org@chrisshinkle
- 38. Source: BJ Fogg,www.BehaviorModel.org@chrisshinkle
- 39. Source: BJ Fogg,www.BehaviorModel.org@chrisshinkle Activation Threshold
- 40. Source: BJ Fogg,www.BehaviorModel.org@chrisshinkle Activation Threshold
- 41. Source: BJ Fogg,www.BehaviorModel.org@chrisshinkle Activation Threshold
- 42. FOGG’S CORE MOTIVATORS ‣Seeking pleasure, avoiding pain ‣ Seeking hope, avoiding fear ‣ Seeking social acceptance, avoiding social rejection @chrisshinkle
- 43.
- 44. ‣Time ‣Money ‣Physical effort ‣Brain cycles ‣Socialdeviance ‣Non-routineness 6factors affecting Ability @chrisshinkle
- 45. 3 questions toask yourself: 1. Is the behavior being triggered? 2. Is the user able to do the behavior? 3. Is the motivation sufficient? @chrisshinkle
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- 48.
- 49. Desired Outcomes Behaviors Barriers Solutions BehavioralConcepts/ Techniques Encourage people to set their thermostat to energy efficient temperatures
- 50. Desired Outcomes Behaviors Barriers Solutions BehavioralConcepts/ Techniques Encourage people to set their thermostat to energy efficient temperatures In the summer, set the home temperature to 78 …
- 51. Desired Outcomes Behaviors Barriers Solutions BehavioralConcepts/ Techniques Encourage people to set their thermostat to energy efficient temperatures In the summer, set the home temperature to 78 People don’t know what an efficient setting is …
- 52. Desired Outcomes Behaviors Barriers Solutions BehavioralConcepts/ Techniques Encourage people to set their thermostat to energy efficient temperatures In the summer, set the home temperature to 78 People don’t know what an efficient setting is People don’t want to be uncomfortable … …
- 53. Desired Outcomes Behaviors Barriers Solutions BehavioralConcepts/ Techniques Encourage people to set their thermostat to energy efficient temperatures In the summer, set the home temperature to 78 People don’t know what an efficient setting is Give context People don’t want to be uncomfortable … …
- 54. Desired Outcomes Behaviors Barriers Solutions BehavioralConcepts/ Techniques Encourage people to set their thermostat to energy efficient temperatures In the summer, set the home temperature to 78 People don’t know what an efficient setting is Give context People don’t want to be uncomfortable Increase motivation … … …
- 55. Desired Outcomes Behaviors Barriers Solutions BehavioralConcepts/ Techniques Encourage people to set their thermostat to energy efficient temperatures In the summer, set the home temperature to 78 People don’t know what an efficient setting is Give context Defaults Social Proof Priming People don’t want to be uncomfortable Increase motivation … … …
- 56. Desired Outcomes Behaviors Barriers Solutions BehavioralConcepts/ Techniques Encourage people to set their thermostat to energy efficient temperatures In the summer, set the home temperature to 78 People don’t know what an efficient setting is Give context Defaults Social Proof Priming People don’t want to be uncomfortable Increase motivation Loss Aversion Priming … … … …
- 57. 74 Degrees 78 Degrees Whenyou’re home: When you’re home: Establish Context using Defaults
- 58. When you’re home: 74Degrees 75 74 73 76 77 78 - Efficient Homes 79 Establish Context using Social Proof
- 59. Check all thatapply to your household: We want to be a little cold in the winter to save money on our bills We want to be a little warm in the summer to save money on our bills Establish Context using Priming
- 60. When you’re home: 74Degrees 75 - Extra $25 month 74 73 76 77 78 - Efficient Homes 79 Increase Motivation through Loss Aversion
- 61. Reasons you wantto keep your house cool: Comfort Chronic Illness Medical Equipment Immobility Exotic Pets Living with Seniors Immune System Deficiency Life Support Machinery Industrial Machinery Indoor Agricuture Refrigeration Advanced Computer Equipment Increase Motivation through Priming
- 62. 62 Example 2 Facilitating Actions: AugmentingYour Story Map
- 63. Tasks Activities Details c a rd b o a r d i t . c o m time necessity
- 64. Rent a Movie: Chaseknows the title of a movie he’s looking for. He steps up to the kiosk and searches by title. Optionally he might have searched by genre. After seeing titles that match his search, Chase selects his movie and views the user reviews, and then views the status – whether it’s available or not. He notices it’s in both Blu-ray and DVD, so then Chase selects Blu-ray and then completes his transaction by selecting “Rent Now”.
- 65. Outcomes • Provide inexpensiveand convenient entertainment options • Provide entertainment choices that uniquely matches users wants/desires • Create a business model that encourages high repeat business
- 66. c a rd b o a r d i t . c o m
- 67. c a rd b o a r d i t . c o m c h a s e MVP
- 68. The ‘Trigger’ StoryTemplate Every time: <user> <internal trigger>, he/she <intended behavior>
- 69. The ‘Trigger’ StoryTemplate Every time Chase considers family movie night, he goes to redbox
- 70. c a rd b o a r d i t . c o m
- 71. c a rd b o a r d i t . c o m
- 72. c a rd b o a r d i t . c o m
- 73. c a rd b o a r d i t . c o m
- 74. c a rd b o a r d i t . c o m Simple action: Reviewing email recommendations leads to… a variable ratio reward. Is there an investment action?
- 75. c a rd b o a r d i t . c o m We could ask users to mark whether or not they like the recommended items. This leads to an investment making the next time through the loop higher quality.
- 76. c a rd b o a r d i t . c o m
- 77. c a rd b o a r d i t . c o m Use cognitive shortcut: loss aversion to help ensure users get item they want
- 78. c a rd b o a r d i t . c o m Trigger used with cognitive shortcut: herding to help users find other items they might like
- 79. c a rd b o a r d i t . c o m
- 80. c a rd b o a r d i t . c o m If the item is out, ask user to make an investment and load next trigger
- 81. c a rd b o a r d i t . c o m
- 82. c a rd b o a r d i t . c o m
- 83. c a rd b o a r d i t . c o m Add ‘Review Item’ Activity Acts as another opportunity to interact with product
- 84. c a rd b o a r d i t . c o m
- 85.
- 86. These ideas haveto be tested in the wild!
- 87. Identifying an MVP becomes even moreimportant
- 88. Where Should IStart? • If this is all new… start by digging into the science. • otherwise… start identifying barriers between outcomes and behaviors • and… try applying some cognitive shortcuts or ideas from a behavior model
- 89.
- 90. 90 Chris Shinkle chrisshinkle@sep.com LinkedIn: www.linkedin.com/in/chrisshinkle Twitter:@chrisshinkle http://info.sep.com/milehigh17