Time and friction get in the way in our intent to buy or donate. There is a difference between wanting to donate to victims of a tragedy in 2004 and in 2010. In the US, there is an option to donate with a text message : 90999. It’s a standard donation of 10 USD. It’s frictionless. The difference is that in 2010 the donations were made on impulse and reached 43 Million USD.
Donors reported they did not follow the 2010 Haitian relief… since making the donation.
Every design decision influences the user
The best way to change a person’s behaviour is to change their environment. It’s called choice architecture.
- We can influence how people perceive the environment
- We can influence how people navigate the environment
- We can influence how people interact with the environment
Devices have been moving from being a Utility to being an Augmentation to help the user do something.
We now have a more direct relationship with our products and services.
Behaviour change as a value proposition
- Self selection (by the user)
- Prescriptive (The system as a decision engine)
- Augmented ability (system offers some sort of “magic” that the user perceives is hard to do alone)
- Time release value proposition (The value received occurs over time, not “out of the box”)
Making sense of behaviour
- Frame and measure
- Identify key behaviours
- Understand behaviours
- Ideate and Design
Frame and measure
- Problem statement
- Identify measurable outcomes
Identify Key Behaviours
- Behaviours backcasting
- Ecosystem mapping
- Journey diagnosis
Ideate and Design
Influence and persuasion
Behavioural design requires an ethical backbone.
- Help people do something they already want to do
- Balance the benefit to the business and the customer
- Any new behaviour needs to be more beneficial than the alternate behaviour
Like that @ChrisRisdon is addressing the ethical qualms of influencing behavior with design. Loops back to how we are often experimenting on humans without their consent, as @kimgoodwin put it, and the goal of making other people successful, in the words of @RMBanfield. #uxlx pic.twitter.com/kIwbiVe8nl— Per Axbom (@axbom) May 24, 2018
There are also shortcuts, biases and heuristics that we use to guide our behaviour.
Outcome: future state achieved by behaviours
Behaviours: required to achieve the future state
Interactions: that can support behaviours