15 ноября центр Digital October провел телемост с Джули Дирксен, исследователем и автором современных подходов к обучению, дающих результат. http://digitaloctober.ru/ru/events/knowledge_stream_kak_uchitsya_vzroslomu

1. Design for Behavior Change
Think about:
What behaviors would you like to see
changed?
Julie Dirksen, Usable Learning

2. There’s a question I’ve been
thinking about most of my
professional life…

3. Why do people do the wrong*
things?
It’s a simple question, but it has
a complicated answer.
*By wrong, I don’t mean morally wrong…

4. Why do people do the wrong*
things?
It’s a simple question, but it has
a
complicated answer .
*By wrong, I don’t mean morally wrong…

5. Answer 1: They don’t know any
better
I can’t buy printer
paper from my
brother-in-law?
It has to go
through
purchasing?
1800 Calories?
Seriously???
How do you
figure sales
tax, again?

6. Answer 1: They don’t know any
better
Texting
while
driving
Fast Food
Smoking
People don’t still smoke because nobody happened to mention it was a
bad idea, so why does it still happen?

7. I know, but…
Texting
while
driving
“I know it’s a bad idea, and I never do it (except when I
do, and then I feel guilty).”
“I know it’s a bad idea, but I only do it once in a while, and
I’m very careful.”
“I know it’s a bad idea for other people, but I can do it
because I’m really good at it.”
“Huh? What’s the big deal?”
Except for the last, none of these are knowledge
problems, so adding more information probably won’t
change things.

8. So, why?

9. Answer 2: Logical decisionmaking isn’t logical
From Jonathan Haidt’s The Happiness Hypothesis

10. The Rider

11. The Elephant

12. So, when there’s a
conflict…
Who do you think wins?

13. The Rider can hold out for a
while…
… but it gets tired quickly.
Shiv, B. and A. Fedorikhin. 1999

14. Answer 3: We learn from
experience
How many of you know
that it’s bad to text while
driving?
How many of you learned
this through personal
experience?

15. What do we really mean
when we say “We learn
from experience?”
Let me tell you a story about a friend of mine…

16. Here’s the thing..
…the elephant isn’t stupid.
This sucks…I
am not doing
this again…

17. So let’s go back to our texting
example…
What are
each of these
drivers
learning from
their
experiences?

18. Answer 4: Urgency
matters
We are creatures of urgency:
Maybe I should
consider
retirement
planning…

19. Which do you think works
better:
I guess I’ll be
glad I know
this
someday…
I’m really glad
I know this
now…

20. And the future is sooooo far
away…

21. Visceral Matters
Remember the fruit salad vs cake?
The effect was much more pronounced if people were looking at the cake and fruit
salad when they made their choice.

22. But, Visceral Matters Too…
http://vhil.stanford.edu/pubs/2011/VHIL-technical-report.pdf

23. We have trouble with this…

24. We make decisions differently for
our future selves
Future self
Current self
Pronin et al 2008

25. Answer 5: Change is slow

26. We develop unconscious
competence
•
•
•
•
•
•
Familiarization
Comprehension
Conscious Effort
Conscious Action
Proficiency
Unconscious Competence
Gloria Gery, Electronic Performance Support Systems

27. We develop unconscious
competence
Glucose Metabolic Rate after several weeks of Tetris Practice
Haier et al, 1992

28. Change is hard
If you are used to this:
Then this feels bad:

29. The elephant is a creature of
habit

30. Repeat after me:
Change is a
process, not an event.

31. Answer 6: Sometimes the changes are
downright fraught
Characteristics of a fraught decision:
• Benefits Now – Costs Later (or Costs
Now – Benefits Later)
• Degree of Difficulty
• Frequency
• Feedback
• Knowing What You Like

32. Answer 7: We lack self-efficacy
How do your learners feel?
Things just
happen to me
No control
Fixed mindset
Mindset, by Carol Dweck
I do
In control
Growth mindset

33. Answer 8: Social Matters

34. We pay more attention when
people are involved
Okita et al 2009

35. We use other people as cues for how to act

36. We listen to authority
figures, but… figure.
…you have to have the right authority
If you are talking to kids about drug and alcohol use, who is the real authority figure?
http://www.projectalert.com

37. Answer 9: Environment Matters

38. Design changes behavior
Johnson and Goldstein, 2003

39. Make it easy for people to
succeed
Don Norman, The Design of Everyday Things

40. Create an
environment that
supports them
The Freedom Trail, Boston

41. So what do we do about it?

42. Make things immediate
• How can we create a sense of urgency?

43. Create opportunities to practice

44. Have people learn
from experience
•
•
•
•
Role plays
Simulations
Trials
Observations

45. Avoid cycles of failure

46. Design for the elephant

47. Leaders, Testimonials, Success
Stories

48. Use good models - TAM
Technology Acceptance Model
Perceived
Usefulness
Perceived
Ease of Use
Technology
Acceptance

49. Use good models – Diffusion of
Innovation
•
•
•
•
•
Relative Advantage
Compatibility
Complexity
Trialability
Observability
Everett Rogers , Diffusion of Innovations

50. Help them make less fraught decisions
(but don’t decide for them)
The benefits of
paper are…

51. Fix the
environment

52. Now you try
•
•
•
•
•
•
•
•
•
Make it immediate
Create opportunities to practice
Meet people where they are
Have people learn from experience
Avoid cycles of failure
Design for the elephant
Opinion leaders, testimonials, success stories
Use good models
Fix the environment
How can you use some or all to address the behavior you want to
change?

53. Questions?
Julie Dirksen
julie@usablelearning.com
Twitter: usablelearning
Design For How People Learn

54. References
•
•
•
•
•
•
•
•
•
•
•
•
Shiv, B. and A. Fedorikhin. 1999. Heart and Mind in Conflict: Interplay of Affect and Cognition in
Consumer Decision Making. Journal of Consumer Research 26 (December): 278–282.
Haidt, Jonathan, The Happiness Hypothesis (book)
Gery, Gloria, Electronic Performance Support Systems (book)
Haier, R.J., B.V. Siegel Jr., A. MacLachlan, E. Soderling, S. Lottenberg, and M.S. Buchsbaum. 1992
Regional glucose metabolic changes after learning a complex visuospatial/motor task: a positron
emission tomographic study. Brain Research 570: 134–14.
Thaler, Richard and Sustein, Cass. Nudge (book)
Okita, S.Y., J. Bailenson, and D.L. Schwartz. 2008. Mere Belief of Social Action Improves Complex
Learning. Proceedings of the 8th International Conference for the Learning Sciences.
Johnson, Eric J. and Goldstein, Daniel G., Do Defaults Save Lives? (Nov 21, 2003). Science, Vol.
302, pp. 1338-1339, 2003. Available at SSRN: http://ssrn.com/abstract=1324774
Norman, Donald, The Design of Everyday Things (book)
Greene and Paxton, Patterns of Neural Activity Associated with Honest and Dishonest Moral
Decisions, PNAS 106:12506-12511 (July 28, 2009).
Prochaska, JO; Norcross, JC; DiClemente, CC. Changing for good: the revolutionary program that
explains the six stages of change and teaches you how to free yourself from bad habits. New York: W.
Morrow; 1994
Rogers, Everett Diffusion of Innovations (book)
Pronin E, Olivola CY, & Kennedy KA. (2008) Doing unto future selves as you would do unto others:
psychological distance and decision making. Personality and social psychology bulletin, 34(2), 224-36.