Behaviour Design: A High-level Summary

Behaviour design

There were two sessions that I went to that felt really aligned – one by BJ Fogg (Founder & Dir Behavior Design Lab at Stanford University) and another by Chris Risdon (Lead Experience Designer Adaptive Path).

They talked about designing with the intention to change someone’s behavioural attitude and how in a world that is obsessed with making big statements, we need to support and celebrate small successes (our clients’, our users’ and our own).

The reality of people’s decision making process is both surprising and disconcerting – in that it’s largely irrational and based on perceived value rather tha any kind of logic – the more tangible of options and less complex of choices. You can read more on ‘hyperbolic discounting’ in a great book called: Thinking Fast and Slow

Some considerations for us in working with behaviour design is:

· To use triggers in a context that can align motivation and ability – creating an optimal environment for ‘success momentum’ rather than setting people up for disappointment .. feeling like “ugggh I’ve already blown it” or frustration “I can’t do this”. So rather than promising people that they’ll be able to take big leaps, lead them through bite sized wins. Make the product onboarding (first time install, first time on site) a good experience to build up their sense of self-

· Concepts:
o “Blossoming” plant a tiny seed in the right spot and it will grow without coaxing
o “Cascading” you don’t have to do it all at once, just keep going and trust ripple effects
o “Springboarding” small successes on to bigger things with greater impact
o “Design for the tiny thrill”
· Don’t design for ‘engagement’ it’s too abstract.

1) crispify 2) design a solution 3) iterate as needed

· Priority map: write down specific behaviours on post-its, prioritise them in two dimensions, for example axis x: what is essential for our business success and axis y: whether we think we can get customers/users to do it

· Consider the ‘choice architecture’ of your designs .. give people the same choices but organise the context in which they’re presented so as to help them get the result they’re after. This is especially relevant with the emergence of lots of products and services targeting the ‘me’ generation, and marketed on the premise that their benefits (the value received), have specific behaviourally based outcomes

· Synthesise your users data in such a way that doesn’t just visualise it, but that can assist them in their next big decision – this is called ‘feedforwarding’.

· In the future, persuasion profiling will give us depth and breadth to customisation and personalisation, by gathering critical information about you and your triggers than influence specific responses. This will assist us to find the opportune moments where we can capitalise better on a certain level of motivation. (This is not to say that we should use this information with the wrong intent, e.g. ‘dark patterns’)

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