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UXSG2014 Workshop (Day 1) - Nudge workshop (AHS & MOM team)
The document details a workshop focused on the application of behavioral economics in healthcare, introducing frameworks like MINDSPACE and EAST for designing effective interventions. Participants engage in discussions and activities aimed at understanding and applying behavioral insights to improve health outcomes. The session emphasizes the importance of considering human behavior when designing healthcare solutions to address lifestyle-related challenges.
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UXSG2014 Workshop (Day 1) - Nudge workshop (AHS & MOM team)
- 1. DESIGNING BEHAVIOUR CHANGE IN HEALTHCARE Tan Liren | Industrial Designer | Alexandra Health System Teo Ya Chih | Senior Manager | Ministry for Manpower
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- 3. Joint workshop byKTPH & MOM Innovation Behavioural Insights Behavioural Inasnigdh Dtse &si gDne Usingint
- 4. About us DrWong Sweet Fun! Senior ! Consultant! Tan Liren! AHS! Lee Wei Chung! Designer! Teo Ya Chih! MOM! Sabrina Ng! AHS! Ee Tien! MOM! Wong Hefen! MOM! Joycelyn Chua! MOM!
- 5. Objective of today’ssession Introduction to Behavioural Economics MINDSPACE EAST EASY ATTRACTIVE SOCIAL TTIMIMEELYLY Developed by UK, Behavioural Insights Team Learn 2 Frameworks for Application
- 6. Program for theday Workshop 14:00 15:15 APPLICATION APPLICATION 15:40 18:00 INTRODUCTION TEA BREAK • Activity: Redesigning S-Clinic (Develop Interventions-EAST) • Sharing of concepts • Closing 15:5016:30 • Introduction to Behaviour Insights concepts – MINDSPACE • Activity: Redesigning S-Clinic (Understand- MindSpace) NUDGE IN HEALTHCARE • Designing Nudge in Healthcare – EAST framework
- 7. Open to learn Ground rules Exchange ideas Be excited
- 8. Ice breaker •<<Name>> • <<Occupation>> • I will like to be known for __________ • I hope to learn from this workshop __________
- 9. Quiz 1. WasMahatma Gandhi older or younger than 100 years old when he died? 2. How old was Mahatma Gandhi when he died?
- 10. 3. Was BenjaminSheares older or younger than 50 years old when he died? 4. How old was Benjami n Sheares when he died?
- 11. 5. Which toweris leaning more to the right?
- 12. Mei Ling is31 years old, single, outspoken and very bright. She majored in philosophy. As a student she was deeply concerned with issues of discrimination and social justice. She drives a hybrid car and lives in Punggol waterway area. 6. Which of these two statements is more likely? A) Mei Ling is a librarian B) Mei Ling is a librarian and is active in the environmental movement
- 13. 7. Would youtravel 20 minutes to get the discounted toaster? $100 $50
- 14. 8. Would youtravel 20 minutes to get the discounted television? $3,000 $2,950
- 15. 9. How manytimes do you floss your teeth in a day/ month*? 0 1 2 3 4 5 6 7 8 10. How likely are you going to see the dentist if you have not done so? 0 1 2 3 4 5 6 7 8
- 16. What is therelationship between design thinking and behaviour science?
- 17. BEHAVIOUR SCIENCE Explainsthe science of how our behaviour is affected by what our brains perceive DESIGN THINKING Understand what our users need and desire through deep empathy
- 18. Design thinking andbehavior science! Understand, Explore and Affect! Examine, Explain and Test!
- 19. Behavioural insights Itturns out that the environmental effects on behaviour are a lot stronger than most people expect Humans make predictable mistakes because of their use of heuristics, fallacies, and because of the way they are influenced by their social interactions
- 20. Use of behaviouralinsights in public policy
- 21. MINDSPACE – developedby UK BIT A framework for understanding behavioural biases and effects Messenger Incentives Norms Defaults Salience Priming Affect Commitment Ego
- 22. Messenger - Weare heavily influenced by who communicates information Expertise and trust Perceived authority (formal or informal) Peer effects
- 23. Incentives - Ourresponses to incentives are shaped by mental shortcuts Future discounting Loss aversion Overweigh small probabilities
- 24. 24 Sep 27Sep 29 Sep TIME Banana/ Choc Hyperbolic discounting
- 25. Norms - Weare strongly influenced by what others do Personalise the norm Spread the word Beware of boomerangs
- 26. Defaults - We“go with the flow” of pre-set options Defaults work because people dislike making important decisions and like to procrastinate
- 27. h#p://www.youtube.com/watch?v=2lXh2n0aPyw Avoid choice overload Highlight to people what they want/ need to know Salience - Our attention is drawn to what is novel and seems relevant to us Personalisation
- 28. Priming - Ouracts are often influenced by sub-conscious cues Size of plates and portion size effects how much we eat Words, sights and smells influence behaviour
- 29. h#p://www.youtube.com/watch?v=2lXh2n0aPyw Moods canbe more important than deliberation Emotional responses are fast & automatic Cannot always explain own behaviour Affect - Our emotional associations can powerfully shape our actions
- 30. Commitment - Weseek to be consistent with our public promises, and reciprocate acts People can actively choose to constrain their future self Make commitments public Reciprocity
- 31. Ego - Weact in ways that make us feel better about ourselves We seek to behave in a way that supports a positive and consistent self image
- 32. Understand your persona Messenger We are heavily influenced by who communicates information Incentives Our responses to incentives are shaped by mental shortcuts Norms We are strongly influenced by what others do Defaults We “go with the flow” of pre-set options Salience Our attention is drawn to what is novel and seems relevant to us Priming Our acts are often influenced by sub-conscious cues Affect Our emotional associations can powerfully shape our actions Commitment We seek to be consistent with our public promises, and reciprocate acts Ego We act in ways that make us feel better about ourselves
- 33. Programme for theday Workshop • Introduction to Behaviour Insights concepts & Framework 14:00 15:00 18:00 INTRODUCTION NUDGE IN HEALTHCARE • Designing APPLICATION APPLICATION TEA BREAK 16:30 15:30 15:50 Nudge in Healthcare – EAST framework • Activity: Redesigning S-Clinic (Develop Interventions-EAST) • Sharing of concepts • Closing • Activity: Redesigning S-Clinic (Understand- MindSpace)
- 34. WELCOME BACK! J Tan Liren | Industrial Designer | Alexandra Health System Teo Ya Chih | Senior Manager | Ministry for Manpower
- 35. Overview from the1st session A framework for understanding behavioural biases and effects Messenger Incentives Norms Defaults Salience Priming Affect Commitment Ego We can’t help being irrational. Our brains are wired that way. Behavioural Economics helps us understand many of the seemingly irraConal behaviours
- 36. Program for theDay Nudge Workshop • Introduction to Behaviour Insights concepts & Framework 14:00 15:00 15:30 18:00 INTRODUCTION TEA BREAK APPLICATION NUDGE IN HEALTHCARE APPLICATION • Designing Nudge in Healthcare – EAST framework • Activity: Redesigning S-Clinic (Develop Interventions-EAST) • Sharing of concepts • Closing • Activity: Redesigning S-Clinic (Understand- MindSpace) 15:5016:30
- 37. Why do youthink Behavioural Economics is important in Healthcare?
- 38. As we striveto progress as a society We are now living a more sedentary lifestyle, compared to our ancestors as we transit to a knowledge-based economy.! http://stcommunities.straitstimes.com/sites/default/files/imagecache/bxslider_photo/capitolsg10e.jp http://3.bp.blogspot.com/-C7CWWkHcBXc/Uld1Zco2nII/AAAAAAAAEd4/3nzjlglCymo/s1600/ncs-office.jpg
- 39. As we striveto progress as a society From living in a time of scarcity to one of abundance, our priorities changed. We now have easy access to convenient but unhealthy food.! http://www.thedogood.net/wp-content/uploads/2012/05/13-donate-food-lg.jpg h#p://i287.photobucket.com/albums/ll143/hongpeng1990/Blog%20Images/JollibeeSG02_zpse388e1d3.jpg
- 40. As we striveto progress as a society As a result, we now face an entirely different set of challenges, in which unhealthy lifestyles are the key to many of our chronic diseases. ! http://news.xin.msn.com/en/singapore/moh-extends-use-of-medisave-to-cover-more-chronic-diseases
- 41. Problems in Healthcare “We don’t have a healthcare problem. We have a behaviour problem.” -Mr Gautam Jaggi, Lead Analyst Ernst & Young
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- 46. Behavioural Economics inHealthcare Changing Behavior is one of the biggest and most important challenge in healthcare. "If you look at people after coronary-artery bypass grafting two years later, 90% of them have not changed their lifestyle, even though they know they have a very bad disease and know they should change.” -Dr Edward Miller
- 47. How can BehaviouralEconomics help us?
- 48. EAST Framework EASY ATTRACTIVE SOCIAL TIMELY Adapted from The Behavioural Insights Team, UK The Behavioural Insights Team developed the EAST framework for practitioners to easily apply it in the design of the solution to nudge the desired behavior.
- 49. 2. Simplify 3.Using Defaults EAST Framework EASY ATTRACTIVE SOCIAL TIMELY Make the solution easy by: 1. Reducing Hassle Factor 2. Simplifying 3. Using Defaults
- 50. Strategies for Easy REDUCE HASSLE Make healthy options easily accessible SIMPLIFY Make it simpler for people to understand healthier options DEFAULT Make healthy food the only choice available HOW MIGHT WE… Make it easier for people to eat well?
- 51. EAST Framework EASY ATTRACTIVE SOCIAL TIMELY Make the solution attractive by: 1. Attracting Attention (Appeal) 2. Rewarding and Sanctioning 3. Gamifying & Fun
- 52. Strategies for Attractive HOW MIGHT WE… Make it attractive for people to not litter? REWARDS & SANCTIONS Make people own it by putting their reputation at stake ATTRACT ATTENTION Make recycling options obvious GAMIFY/ FUN Make the act of throwing trash fun h#p://i.dailymail.co.uk/i/pix/2009/03/19/arCcle-‐1163132-‐03F79CFC000005DC-‐193_468x377.jpg h#p://chemistryteam.com/cms/wp-‐content/uploads/bins21.jpg
- 53. EAST Framework EASY ATTRACTIVE SOCIAL TIMELY Make the solution social by: 1. Social Norms 2. Commitment Device 3. Networking
- 54. Strategies for Social SOCIAL NORMS Customise the desired norm to encourage usage COMMITMENT DEVICE Make users commit to a future decisions to ensure compliance NETWORK Create a network to encourage peer support HOW MIGHT WE… Make it social for people to lead an active lifestyle?
- 55. EAST Framework EASY ATTRACTIVE SOCIAL TIMELY Make the solution timely by: 1. Prompting 2. Planning 3. Cost of Delay
- 56. Strategies for Timely HOW MIGHT WE… Make it timely for people to adopt the usage of sun screen to protect their skin? PLAN Bundle a service together with the product COST OF DELAY Bring forward consequences of not using sunscreen PROMPTS Place prompts at the desired context http://goodoldlululemon.files.wordpress.com/2014/05/imgp8838.jpg h#p://www.ozarkoutdoors.net/wp-‐content/uploads/2013/03/Store-‐Layout-‐From-‐Dispatch.jpg h#p://www.reddit.com/r/SkincareAddicCon/comments/26y97f/uv_photo_with_without_sunscreen/
- 57. Nudge in theDesign Process Understand! Explore! Prototype! Frame! Problem! Implement! Solution! Observe/ Interview Explain Strategise Select Ideas Prototype
- 58. Nudge in theDesign Process User needs Design Research Design Solution Social Norms Social Influence Choices Attributing factors that explains one’s behavior Behavioural Science
- 59. Nudge in theDesign Process “Nudges are like GPS units: they tell you the most efficient, or ‘best’, route, but you don’t have to take it; you can go your own way and choose the scenic route, if you like.” Professor Cass Sunstein
- 60. Behavioural Design Toolkit To stimulate ideas in the design process
- 61. The value inboth science and design lies in what they can teach us about people. Wai%ng in an hospital in 2013
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- 63. Program for theDay Nudge Workshop • Introduction to Behaviour Insights concepts & Framework 14:00 15:00 15:30 18:00 INTRODUCTION TEA BREAK APPLICATION NUDGE IN HEALTHCARE APPLICATION 16:30 • Designing Nudge in Healthcare – EAST framework 15:50 • Activity: Redesigning S-Clinic (Develop Interventions-EAST) • Sharing of concepts • Closing • Activity: Redesigning S-Clinic (Understand- MindSpace)
- 64. Closing DEFINE THE OUTCOME UNDERSTAND THE CONTEXT BUILD YOUR INTERVENTIONS What you’ve just been through TEST, LEARN, ADAPT h#p://www.clubsnap.com/forums/street-‐candids/463876-‐singaporean-‐uncle.html http://singaporeseen.stomp.com.sg/singaporeseen/sites/default/files/public/article/images/featured/2012/12/1514844.jpg
- 65. Nudge in theDesign Process Understand! Explore! Prototype! Frame! Problem! Implement! Solution! Observe/ Interview Explain Strategise Select Ideas Randomised Controlled Trials MINDSPACE! EAST!
- 66. Further Reading IfYou are Interested
- 67. More Sources ofInspiration A Beginners Guide to IrraConality by Dan Ariely on Coursera Brains, Behaviour and Design Group, InsCtude of Design Behaviour Economics and Neuroscience 101 by Tapestry Works
- 68.