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
Understanding Behaviours

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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

IMG_2430

https://twitter.com/axbom/status/999652490609078272

There are also shortcuts, biases and heuristics that we use to guide our behaviour.

IMG_2432

Quick Example

Remember O-B-I

Outcome: future state achieved by behaviours

Behaviours: required to achieve the future state

Interactions: that can support behaviours