The document discusses the importance of behavior design in achieving success in digital projects, emphasizing that defining success through customer behaviors allows for more effective design strategies. It explains how understanding human motivation, ability, and the context of choice can guide designers in facilitating desired actions. The presentation also contrasts user experience design with behavior design, highlighting their complementary roles in creating persuasive and engaging user experiences.

1. MAKE PEOPLE WANT YOUR PRODUCTS
WHY YOU NEED BEHAVIOR DESIGN
PRESENTED BY
KEVIN JEONG - AGENCYUX

2. PRESENTED BY
KEVINJEONG
Hi, I’m Kevin, the owner of a design company called Agency UX based in the
San Francisco Bay Area.
I’ve worked in the industry for over 20 years for companies like Apple,
Facebook, Walmart, Visa, MetLife, Universal Studios and many more. Prior
to starting my company, I was the Director of UX for a large agency where I’d
built their UX team and mentored people who have become great designers
and researchers.
I am passionate about design, research, and the balance that the behavioral
sciences bring to both. If you’re reading this, chances are you might be too.
You can learn more about my company at http://www.agencyux.com.

3. WHAT IS
SUCCESS?
Purchases
Views
Clicks
Likes
Shares
Downloads
Sign-ups
Engagement
Conversion
Lead generation
Brand Awareness
How you define success in your digital projects?
90% of my clients define it in these terms. Purchases, clicks, shares, and more.

4. WE IMMEDIATELY THINK ABOUT
ACHIEVING SUCCESS
GOALS
Purchases
Views
Clicks
Likes
Shares
Downloads
Sign-ups
Engagement
Conversion
Lead generation
Brand Awareness
DESIGN IDEAS
Packages & Pricing
Autoplay & Related Content
Prominence & Repetition
Social Media
Social Media & Email
Prominence
Incentives
Interactive
Upselling
Forms
Storytelling
As designers, we immediately think of design patterns and possible solutions when
presented with project goals.

5. IT’S OKAY. WE ARE NATURAL
PROBLEM S_LVERS
Our brains are hardwired to fill in the blanks. To think about answers to the design
questions we face.

6. Behavior
Behavior
Behavior
Behavior
Behavior
Behavior
Behavior
Behavior
Behavior
Behavior
Behavior
Purchases
Views
Clicks
Likes
Shares
Downloads
Sign-ups
Engagement
Conversion
Lead generation
Brand Awareness
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WHAT IF WE THINK ABOUT SUCCESS DIFFERENTLY?
Every design goal that matters boils down to some human behavior. Even nebulous
goals like "brand awareness" eventually boil down to a company wanting a
customer to do some thing.

7. “Behavior is a type of person doing an
action in a specific context.” - BJ Fogg
Before we go further, let's define "behavior". BJ Fogg has a great working definition
that I love because it is so specific.

8. Framing success as customer behaviors
lets us apply consistent methods to
design for them.
Instead of wrangling a bunch of different design ideas and executions, framing
success as a series of behaviors allows us to apply a consistent set of methods to
design for them.

9. Behavior design is an approach to design
focused on getting actions to take place.
It deals with motivation, ability, triggers, choice
and behavioral sciences.
This brings us to behavior design. It's a design discipline focused on getting
behaviors to happen. That is its sweet spot.
Request a printable version of our motivation assessment tool we created for UC Berkeley

10. A TRUE STORY ABOUT
TWO HUNGRY PEOPLE
Before we get into the mechanics of how behavior works, let me share a story that
might be familiar to you.

11. IT’S DINNER TIME AND A COUPLE ARE
HANGRY, WITHOUT A RESTAURANT IN SIGHT.

12. THEY LAUNCH THEIR FOOD APPS TO FIND
A PLACE TO EAT.

13. Here's a restaurant.
It's only half a mile
away.
He finds a close restaurant by a well known restauranteur.

14. Michael Mina? Isn't
that a Michelin Star
restaurant? That's too
expensive!
Immediately, she responds that it is too expensive and images of a posh restaurant
interior fill her head.

15. Oh! I've got it. This
place is close and not
too pricey.
She finds a restaurant that is moderately priced and close by. She points out that it
has great salads and vegetarians love it.

16. Umm... I don't know if I
trust all those reviews.
He questions the trustworthiness of the reviews and images of a bland lettuce patch
fill his head.

17. OH! How about this
place? It's not far,
moderately priced...
She finds an Indian restaurant that seems to meet their criteria and the photos of
delicious hot food seal the deal.

18. YES! Let's eat there!
He remembers the last Indian meal he had which was a tasty indulgence for him
and they agree to end their search and eat there. End of story.

19. WHEN ASKED HOW THEY DECIDED :
“It was a process of elimination. We picked the best
place with good food and wasn’t too far away or too
expensive.”

20. They were wrong.
(or not at least not totally right)

21. We like to tell ourselves stories about why we
make decisions and behave the way we do. These
stories fit our idea of who we are.

22. From Spock’s perspective, it was
completely logical.
+It’s close by
- It’s expensive
+Healthy option
- I’m not vegan +It’s a balance

23. The truth is, we’re actually more like Captain Kirk
than we care to admit. We are largely driven by our
motivations, desires and impulses.

24. From Kirk’s perspective, they were hangry, impatient
and in the mood to indulge.
+ I’m starving
- I’m cheap
+ I’m healthy
- I’m not +It looks delicious

25. WE ALL HAVE AN INNER SPOCK AND KIRK
DRIVING EVERY DECISION AND BEHAVIOR.
AS CREATORS, WE NEED TO RECOGNIZE THIS
AND DESIGN ACCORDINGLY.

26. While it is holistic in nature, UX is very
left-brain biased. It is steeped in
cognitive psychology and human factors.
It assumes people are rational.
It’s wonderful for building usable, robust
platforms that facilitate interaction.

27. Behavior design is very right-brain biased
as it is grounded in behavioral economics
and psychology. It understands we are
driven by our biases and act irrationally.
It’s great for persuasion and getting people
to take action.

28. In theory, User Experience Design and Behavior Design
are the same. They both describe approaches to
creating experiences and achieving outcomes.

29. In practice, UX and BD are two distinct disciplines
that work together like the two sides of our brains.
UX provides the logical platform.
BD provides the persuasion.

30. BJ FOGG’S BEHAVIOR MODEL
B:MATLet's talk about how behavior works and use the three restaurants as examples of
why the couple chose the one they did. (BJ Fogg has developed a wonderful model
explaining how behavior happens. Please visit behaviormodel.org for the details.)

31. TRY IT FOR YOURSELF
THINK OF A BEHAVIOR

32. TIPS FOR PICKING GOOD BEHAVIORS
1. Pick something you can trigger
2. The smaller and more specific the better
3. Something good for the customer
4. Don’t think about design

33. UNDERSTAND CUSTOMER
MOTIVATION

34. MOTIVATION TIPS
1. It’s the hardest part to affect
2. It changes moment to moment
3. Leverage external events
Request a printable version of our motivation assessment tool we created for UC Berkeley

35. CHECK IF YOUR CUSTOMER HAS THE
ABILITY TO DO IT

36. WAYS TO BOOST ABILITY
1. Create the right conditions
2. Give them some help
3. Make it easier to do

37. DESIGN THE
TRIGGER

38. TRIGGER EFFECTIVELY
1. Design to test the psychology
2. Timing
3. Context

39. TEST AND ITERATE
THE PSYCHOLOGY

40. A FEW
TOOLS OF THE TRADE

41. SOCIAL PROOF
“People assume the actions of others in an attempt to
reflect the correct behavior in a given situation” -Wikipedia

42. SCARCITY
“When an object or resource is less readily available
(e.g, due to limited quantity or time), we tend to
perceive it as more valuable” -Behavioraleconomics.com

43. RECIPROCITY
“A social norm that involves in-kind exchange
between people - responding to another’s action with
an equivalent action.” -Behavioraleconomics.com

44. ANCHORING
Using a first exposure to information as a reference
point when subsequent evaluations are made, even if
there is no relationship.

45. Action Goals
Availability Bias
Decision Paralysis
Default Bias
Disposition Effect
Ego Depletion
Endowment Effect
Gamification
Goal Gradient Theory
Herding
Hyperbolic Discounting
Lack of Self-Control
Limited Attention
Limited Attention
Loss Aversion
Mental Accounting
Money Illusion
Opportunity Cost Neglect
Overconfidence
Pain of Paying
Payment for Effort
Planning Fallacy
Power of Free
Pre-commitment
Procrastination
AND MANY MORE BEHAVIORAL PRINCPLES

46. You can only get people to do what
they already want to do.

47. As you create your own products, services
and experiences using behavior design,
encourage people to do good things.
…or suffer the backlash!

48. Thank you.
Have fun with behavior design!
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