Stephen Wendel
3 strategies for behavior change
Intro
supporting conscious choices
- fitbit
- opower
- hellowallet
as well as other companies and agencies who try to remove friction to change our behaviour.
- Obama campaign
- airbnb
- ogilvy
building habits
We are all unique but our minds go through a similar process
“We are all unique… but our minds go through a similar process” @sawendel Srategies for behavioral change #uxlx pic.twitter.com/XwmV83a8go
— María P. Arrilucea (@nunile) June 4, 2015
Six conditions for action:
cue
reaction
evaluation
ability
timing
experience
C.R.E.A.T.E.
Stephen Wendel on six conditions for action #uxlx pic.twitter.com/cFCyU1FURc
— Xwerx (@xwerx) June 4, 2015
CUE
stupid stuff matters, like the time you send an email or the wording, sentences etc.
- challenge is to find out which ones are more important.
NEST is about the reaction. It looks and feels different from a regular thermostat.
Reaction
Make it normal with peer comparisons or social proof.
“The sense that we are constantly observed and judged” @sawendel using comparisons to encourage behavior change #uxlx pic.twitter.com/z1jTahRuzm
— María P. Arrilucea (@nunile) June 4, 2015
Evaluation
more than economic costs
Ability
we don’t do things that we think we will fail at.
elicit plans to act.
Timing
Experience
Building habits
So what is an habit ?
<img src=June_04__2015_at_0524PM-1024x768.jpg" alt="">
we all start scared of new things and new behaviours.
cheating
remove frictions and even do the work for the user
example : forms for savings
https://digit.co/ removes frictions
but are your users engaged when you automate stuff or do the work for the user?
automation can only get you so far, you can’t cheat on interacting with people.
takeaways:
– support conscious choice
– build habits
– cheat
