Behavior and experience
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The document discusses strategies for designing digital experiences to influence user behavior. It covers models for understanding what motivates behavior, including the hierarchy of needs and the Fogg behavior model. The document also addresses designing for a user's ability by supporting different experience levels. Additionally, it discusses using triggers like alerts and notifications to encourage specific behaviors through carefully crafted messages. The overall aim is to help practitioners design digital experiences that change behaviors by speaking to users' motivations, abilities and triggers.
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Behavior and experience
- 1. Copyright©Epsilon2015EpsilonDataManagement,LLC.Allrightsreserved. Behavior and Experience Digital Experience Design & Strategy Workshop #2 May 20, 2015
Editor's Notes
- Does behavior beget the experience, or does the experience beget behavior? Discussion: who can define behavior? Experience?
- The trick is they happen at the same time
- We are always trying to get people to behave in a certain way To do something they would not have done To take action after consideration To perform a task more easily
- The more we know about the user, the better we can create an ecosystem that enables the desired behavior.
- As we move up on the pyramid, the needs become more contextual and abstract. One could argue that they are not really needs, but aspirations. The more we have a choice about if and how we approach these needs, the more they become behaviors that can be influenced and modified. Discussion: can anyone cite an experience where a higher order need overpowered a lower order need? What about the opposite?
- Think about how fitness clubs offer price cuts at the beginning of the year to “join”. They are trying to impact your ability to commit to their financial model. If they were interested in increasing your ability to actually get in shape, they should charge MORE (matching increased motivation) and use the funds to get you a personal trainer.
- How we approach behavior has a lot to do with our personal history. Discussion: give examples of behavioral changes across the grid. Which ones were easier to achieve? Which had a more lasting impact?
- Capability: self-motivated Expectation: extrinsic-motivation Obligation: un-motivated, fear of reprisal
- Here’s an example from a popular app. Discussion: Who has ever done something knowing they did it to achieve a badge or rating?
- Expert: high ability, will become bored or be subject to embarrassment if the task is too easy Amateur: has always wanted to try something, it needs to be made easier or user will become frustrated Apprentice: willing to fail and repeat as long as there is a way to measure progress
- Discussion: who has been in the “flow” state?
- A behavioral communications framework accounts for situational factors in its business rules
- How much attention does the interface demand? Is that in synch with how much it requires? Does every interaction feel like a valued conversation or an annoying interruption? Discussion: share some examples of each
- Behavior is multivariate, but can be controlled/influenced. Design can enable or obstruct behaviors. Knowing the user is essential.
- Please sign the attendance sheet Satisfaction survey? Coming soon… Share your ideas