The document discusses concepts related to behavior change and decision-making. It describes dual process theory which suggests decisions are made either deliberately or intuitively. Cognitive biases like confirmation bias can influence decisions. The transtheoretical model of behavior change outlines stages of change from pre-contemplation to maintenance. Effective content design should understand audiences, their context, and shape messages to inspire thought and match channels.

1. Laura Creekmore @lauracreekmore
content design
for behavior change

2. ?

3. Healthy choices
https://www.flickr.com/photos/adoseofshipboy/

4. ?
Now…A few questions for you

5. congratulations https://www.flickr.com/photos/adoseofshipboy/

6. Maybe not.

7. Welcome new members
I’m actually a member.
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8. ?

9. behavior change is hard

10. Content can help

11. people are funny

12. Decisionmaking
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13. Decisionmaking
Dual process theory
Our decision making process can be
described in a couple of main ways:
Deliberative or intuitive.
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14. Decisionmaking
Dual process theory cognitive bias
Our decision making process can be
described in a couple of main ways:
Deliberative or intuitive.
Our brain uses shortcuts to help us
make decisions. They work — mostly.
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15. Decisionmaking
Dual process theory cognitive bias
Our decision making process can be
described in a couple of main ways:
Deliberative or intuitive.
Our brain uses shortcuts to help us
make decisions. They work — mostly.
choice overload
We are overwhelmed by too much
information or too many choices.
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16. Decisionmaking
Dual process theory cognitive bias
Our decision making process can be
described in a couple of main ways:
Deliberative or intuitive.
Our brain uses shortcuts to help us
make decisions. They work — mostly.
context
No one decides anything in a vacuum.
choice overload
We are overwhelmed by too much
information or too many choices.
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17. book recommendation 1
Designing for Behavior change
by Steven Wendel
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18. book recommendation 2
switch
by Chip Heath and Dan Heath
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19. education≠Step one
(Not necessarily, anyway)
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20. RIGHT?

21. my rider is going nuts
https://www.flickr.com/photos/adoseofshipboy/

22. Decisionmaking
Dual process theory cognitive bias
Our decision making process can be
described in a couple of main ways:
Deliberative or intuitive.
Our brain uses shortcuts to help us
make decisions. They work — mostly.
context
No one decides anything in a vacuum.
choice overload
We are overwhelmed by too much
information or too many choices.
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23. Shaping the path
https://www.flickr.com/photos/88642337@N02/

24. Decisionmaking
Dual process theory cognitive bias
Our decision making process can be
described in a couple of main ways:
Deliberative or intuitive.
Our brain uses shortcuts to help us
make decisions. They work — mostly.
context
No one decides anything in a vacuum.
choice overload
We are overwhelmed by too much
information or too many choices.
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25. too much is too hard

26. too much is too hard

31. Decisionmaking
Dual process theory cognitive bias
Our decision making process can be
described in a couple of main ways:
Deliberative or intuitive.
Our brain uses shortcuts to help us
make decisions. They work — mostly.
context
No one decides anything in a vacuum.
choice overload
We are overwhelmed by too much
information or too many choices.
24

32. confirmation bias
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33. curse of knowledge
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34. normalcy bias
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35. optimism bias
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36. behavior change
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37. behavior change
stages of
change triggers shaping the
content
Understanding when the If this, then that
time is right
Communicating for
effectiveness
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38. Transtheoretical model
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39. Transtheoretical model
stages of
change
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40. Transtheoretical model
stages of
change
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Pre-contemplation

41. Transtheoretical model
stages of
change
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Pre-contemplation
contemplation

42. Transtheoretical model
stages of
change
30
Pre-contemplation
contemplation preparation

43. Transtheoretical model
stages of
change
30
Pre-contemplation
contemplation preparation action

44. Transtheoretical model
stages of
change
30
Pre-contemplation
contemplation preparation action maintenance

45. Tiny habits
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stages of triggers
change

46. how we make a difference
stages of
change triggers shaping the
content
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47. book recommendation 3
how to get people to do stuff
by Susan Weinschenk
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48. Designing content
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49. Understand your audience

50. design content for user context
stages of
change
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Pre-contemplation
contemplation preparation action maintenance

51. Tiny habits
37
stages of triggers
change

52. let the elephant do the work

53. compassion
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54. compassion
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55. It’s hard to fit exercise
into a busy schedule,
but you can do it! We’ll help.

56. Take a 10-minute walk
after dinner tonight.

57. park in the farthest row.

58. Congrats! You find ways
to move more every day.

59. Seamless early, thoughtful later
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60. change the experience
to inspire thought
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61. maybe never?

62. match your messages and channels
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66. ?

67. book recommendation 4
design for care
by Peter Jones
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68. THANK YOU
HOW TO CONTACT ME
Changing behavior? Content strategy?
Health care? Cards baseball?
I’m your woman.
EMAIL: laura@creekcontent.com
TWITTER: @lauracreekmore
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