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Applying Behavior Design
or Behavior: you’re soaking in it.


Chris Risdon @chrisrisdon
SXSW 2012
#sxbehavior #behavior




                        I've been a workaday practitioner for close to 15 years. While I've done a lot of design research, I don't have a
                        background in academic research. A lot of people, much, much smarter than me, have created the foundation
                        for this topic. What I’ve been motivated to do the past 3–4 years is to understand how all that we’re learning
                        about designing for behavior change and persuasive technology translates practically to my work designing
                        products and services today.
Applying Behavior Design

What are we talking about?
Why now?
Where does it live?
How do we apply it?


                  I’m taking a reporter’s angle with this topic - What, Why, Where and How.
What is Behavior Design?
What is persuasive technology?
Behavior Design: 2009
The next big thing.




                      While this topic is nothing new, 2009 was when it hit a tipping point in our profession,
                      becoming a more prominently discussed, defined and illustrated.
Nine Experiences for 2009
“Whether it’s to extend your paycheck or conserve
 your energy, there’s plenty of reasons for people to
 change how they behave this year.”

                              —Brandon Shauer
“Behavior is
   our medium.”

    —Robert Fabricant, 2009
Every design decision
influences the user.
(however benevolent the intent)




                        A long standing belief that I’ve held as a designer since I started in the 90s.
“Life as it is.”
                                              —Dziga Vertov




Documentary filmmaking is an analogy I’ve often used. Long considered the “objective” form
of cinema, in contrast to fictional, scripted and reenacted films. However, the moment you
“frame” a story with constraints (for example tell a story in 2 hours that played out over 2
years), you make decisions; where the filmmaker points the camera, how they edit the story,
all these decision affect how the view receives—perceives and understands—the story.
Interaction design is no different.
DTDT
Un
                                                                                                 off
                                                                                                              ici
                                                                                                                 al!



Behavior Design (short for designing for behavior change)
Design with the intent to change someone’s behavior
or attitude.

Persuasive Technology
Technology designed to persuade the user to use a
system or platform in a desired way.
(may/may not have intent to change someone’s behavior or attitude)


                                   These are unofficial definitions that may differ from academic thinking. This represents
                                   my synthesis and understand and how I’ve chosen to make sense of them in the context
                                   of my work.
BJ Fogg




          http://www.flickr.com/photos/
          netliferesearch/2867937570/
SxSW 2012: Applying Behavior Design
90999




2004: During a layover you’re sitting at the airport bar having a beer. On the news you see reporting about the 2004 Indian Ocean tsunami.
Your heart goes out. It’s not personal - you don’t know anyone, and it’s halfway around the world. But the story understandably creates
sympathy. In the news story there’s a call to action to donate money to the redcross.org.

To do this, you may need to take your flight, get home, remember that you wanted to donate, then go through traditional ecommerce funnel,
providing billing address and credit card details. Then you also have to think, “how much do I want to donate?”

You have to be fairly motivated to follow-through and donate.
90999




2010: During a layover you’re sitting at the airport bar having a beer. On the news you see reporting about the 2010 Haiti earthquake. Your
heart goes out. It’s not personal - you don’t know anyone, and it’s in another part of the world. But the story understandably creates
sympathy. In the news story there’s a call to action to donate money to the Red Cross by texting “Haiti” to 90999. $10 will be added to your
phone bill.

You pull out your phone there at the bar (it can even be a feature phone), type 90999, and “Haiti”, hit send, and you’re done. No billing, and
it’s just $10. And you feel good about helping out.
SxSW 2012: Applying Behavior Design
Opportune Moments




    We can see these “triggers” at other opportune moments. How about when you go to the pet store
    and buy pet supplies? The POS credit card swiper asks if you want to add $1 to your charge to help
    animal shelters. You’re already spending $50, what’s $51? And you’ll feel good about donating, since
    you do love animals.

    Would they be just as successful if they gave you a flyer that made the case to donate and asked you
    to get online and donate an unspecified amount?
But modeling the relationship between motivation and ability have been around for a while.
Reducing friction, making something easier to facilitate moving motivated people forward.
Marketers and businesses have been trying to crack this code for a long time.
Robert
  Cialdini



Robert Cialdini wrote Influence: The Psychology of Persuasion in the 90s, and not in the
context of technology...
Reciprocity
Commitment & Consistency
Social Proof
Authority
Liking
Scarcity


                ...yet his “6 weapons of influence” are more pervasive than ever in our digital products and
                services.
Dan Ariely
Predictably Irrational

The Upside
of Irrationality




                         http://www.flickr.com/photos/
                         billhr/3266119190/
Let’s say I have a half a box of chocolates open here in front of you. I will give you this half box of
chocolates now, or I will a full box of chocolates in a week. Most people will select the half box of
chocolates now.

If you ask if they want a half box of chocolates in a month, or a full box in a month and one week, they
will be able to think rationally and select the full box.
Active Design



        “
                           Active Design is the idea that we can
                           design...buildings to encourage people to
                           get more exercise...

                           By attacking obesity through urban
                           design and architecture, governments
                           are beginning to realize that designers
                           might be their best warriors in the battle
                           against obesity and its costs.


Active Design are guidelines by the city in conjunction
with architects and urban planning academics.

                                                                ”
                                                             —Fast Company
Active Design




        “
                           This strategy recognizes that the public’s
                           underlying motivations are not about
                           health, but rather, about what is




                                                                ”
                           convenient and enjoyable.




These examples reinforce the fact that we, as
designers, are not simply designing for cognition –
                                                              —Fast Company
or to support behavior.
Lots of patterns and heuristics that can be used for idiation. This has just been the
tip of the iceberg, we could spend the whole talk as a survey of behavior design
thinking. But this is just meant to make things more concrete so we have a common
                                                                                        Dan Lockton
frame of reference.                                                                     Design with Intent
                                                                                        Stephen Anderson
                                                                                        Mental Note Cards
                                                                                        Fabrique
                                                                                        Insights
So why now?
(or why 2009?)
Data


  The utility and pervasiveness of data has grown. When considering
  products and services that are utilized to change personal behavior, data is
  the raw material that everything is based on.
Feedback Loops


       The feedback loop, the response or feedback someone gets when they
       interact with a system—a core interaction design principle. The idea that as
       people ‘interact’ with a system through tracking their behaviors, it’s the
       feedback loop, they response they get from the system (cue’s, visualizations,
       etc.) with the data that tells the story.
Data > Information > Knowledge




               The “Knowledge Hierarchy”
Data > Visualization > Story




               Another way to look at it, in the context of our new products and features.
Passive data collection (or reduced to a few taps—i.e. the check-in), enables
the feedback loop. The cycle of data collection to feedback is realtime -
which didn’t exist in a mass produced scale prior to circa 2007.
Our behaviors write the story. Our actions create data, that data is visualized
over time to tell a story. We have an emotional response to this story that
influences how we will continue to ‘write the story’ with future behaviors.
http://www.edwardtufte.com/tufte/posters

We’ve been mapping data over time to visualize information and tell stories
for a long time. But now technology has opened a floodgate in it’s ability to
collect the data at a mass scale for consumers/individuals, and the ability to
provide the feedback loop enables people to act on that information.
20 years ago, you had to manually enter your transactions. Scanning and looking at
your purchases was the feedback loop. Manual entry was the collection of the data.
You had to be highly motivated to maintain this and use it to influence your
spending behavior (remember the Fogg model)
Spreadsheets came along, made it easier to scan over time, sort for different
information, but the “story” was still not easily digestible and you had to be
highly motivated to do this.
In the 90s we got Microsoft Money and Quicken. You still had to manually
enter your data (still needed high motivation), but now the software did the
heavy lifting, providing visualized feedback of your spending habits over time.
You could now more easily see the story of your behavior and respond to it.
And now today, once we had over access to our financial institutions, the
data is collected completely passively, and turned into feedback
(visualizations, alerts) that give insight and cues regarding our behavior.
Most of the new wave of products is based on the
data/feedback loop model.
Where does it live?
Usability/Utility




                                                                                                                            Persuasion




In some camps, certain techniques are seen as a means to persuade, in others that same technique is a means to aid
cognition. Trialability is the concept that if you simulate an activity, or demonstrate a product, the user will be more
likely to engage in that activity, or with that product - it’s a tool for persuasion. But others, such as an information
architect or usability specialist, may see this as a means for aiding cognition, allowing the user to better complete the
activity, or understand how to use the product.
Usability/Utility




                                                                                        Persuasion




Amazon One Click is a persuasive tool designed to prompt more impulse
purchases (think: reduce friction, increase ability).

But it’s not a binary proposition only in Amazon’s interest. The feature has value to
the user, it makes purchasing an item easier.
Usability/Utility




                                                            Persuasion




                    Good Defaults (AKA Smart Defaults) are intended to aid in completing
                    forms or wizards easily and correctly.

                    But it also persuades the user’s actions. People will be less likely to consider
                    their options. This ‘cognitive shortcut’ persuades the user to go with the
                    system defaults.
Clearly intent and purpose are key. Defaults can be pushed within the
spectrum, like in the case of defaulting to “yes” in selecting organ donation
when applying for a driver’s license, and needing to opt out.

Countries that require opt-out have very high organ donation volunteerism,
and countries that require you to opt in are much lower.




            Usability/Utility




                                                                                Persuasion



            Example:
            Organ Donation
            Opt-in vs. Opt-out
Let’s take the scale and add a second axis. This is the user’s awareness of
                                                       your intent as a designer. (or as a product/service)



                     High




   Awareness
      (of your intent)




                         Low
                               Utility /                                            Persuasion
                               Usability        Awareness

Micro                  Macro
(usability / features) (utility / prods. & services)
We’ve seen where features like good defaults and one-click are. We can plot
                                                             other design patterns, such as progress indicators.

                                                             These don’t “declare” their intent, yet they don’t deliberately conceal
                                                             it either.
                     High




   Awareness
      (of your intent)                                                      Amazon
                                      Good                                  One-Click
                                      defaults   Progress
                                                 indicator




                         Low
                               Utility /                                                  Persuasion
                               Usability               Awareness

Micro                  Macro
(usability / features) (utility / prods. & services)
Manipulation: all persuasion with no value to the user

                                                             Deception: covert in intentions

                                                             Stay away from this ethically mucky area. This is where you see products
                     High                                    and services that hide their true (deception) and involve you in a service
                                                             that you were not aware of or didn’t explicitly approve (manipulation).




   Awareness
      (of your intent)                                                      Amazon
                                      Good                                  One-Click
                                      defaults   Progress
                                                 indicator
                                                                                                       Freecreditreport.com
                                                                                                       Manipulation
                                                                                                       Deception
                         Low
                               Utility /                                                  Persuasion
                               Usability               Awareness

Micro                  Macro
(usability / features) (utility / prods. & services)
Generally, ‘features’ (micro persuasion) will be lower in intent. While we’ll
                                                             see products and services (macro persuasion) up top as they have a clearly
                                                             stated value proposition (creating explicit awareness of their intent).


                     High




   Awareness
      (of your intent)                                                      Amazon
                                      Good                                  One-Click
                                      defaults   Progress
                                                 indicator
                                                                                                        Freecreditreport.com
                                                                                                        Manipulation
                                                                                                        Deception
                         Low
                               Utility /                                                  Persuasion
                               Usability               Awareness

Micro                  Macro
(usability / features) (utility / prods. & services)
Applications with high utility (iTunes, Gmail, Basecamp, etc.). Intent of
                                                             utility is fairly high, usually as part of value proposition.

                                                             A product like Basecamp deliberately constrains features, as part of their
                                                             value proposition, so they may move slightly to the right of the scale, as
                     High                                    the product’s features will influence how you manage your projects with
                                                             the tool.


                                      Gmail
                                        iTunes
                                                  Basecamp




   Awareness
      (of your intent)                                                      Amazon
                                      Good                                  One-Click
                                      defaults   Progress
                                                 indicator
                                                                                                       Freecreditreport.com
                                                                                                       Manipulation
                                                                                                       Deception
                         Low
                               Utility /                                                  Persuasion
                               Usability               Awareness

Micro                  Macro
(usability / features) (utility / prods. & services)
We now have an influx of products and services, enabled by technology,
                                                             that are designed with the intent of influencing our behavior. Intent is made
                                                             clear, usually in value proposition (reduce your debt, get in shape, etc.)



                     High

                                      Gmail                              Nike+              Nest
                                                                                 Weight
                                        iTunes
                                                                                 Watchers
                                                  Basecamp
                                                             Shortmail



   Awareness
      (of your intent)                                                      Amazon
                                      Good                                  One-Click
                                      defaults   Progress
                                                 indicator
                                                                                                       Freecreditreport.com
                                                                                                       Manipulation
                                                                                                       Deception
                         Low
                               Utility /                                                  Persuasion
                               Usability               Awareness

Micro                  Macro
(usability / features) (utility / prods. & services)
Behavior change as value proposition.



                     High

                                      Gmail                           Nike+           Nest
                                                                              Weight
                                        iTunes
                                                                              Watchers
                                                  Basecamp
                                                             Shortmail



   Awareness
      (of your intent)                                                   Amazon
                                      Good                               One-Click
                                      defaults   Progress
                                                 indicator
                                                                                             Freecreditreport.com
                                                                                             Manipulation
                                                                                             Deception
                         Low
                               Utility /                                             Persuasion
                               Usability               Awareness

Micro                  Macro
(usability / features) (utility / prods. & services)
Behavior Change as
Value Proposition
Behavior Change
as Value Proposition
Value proposition is directly related to behavior.

System makes recommendations or guidance.

Data collection is primary feature

Behavior is measurable. (feedback loop)

Scaling self-determination
(some products you have to use as prescribed)

Personal
(health, environment, finances, personal habits)
How Do We Apply It?
Parts of the process
Strategy
Research
Behavior Heuristics
Design Principles
Experience Mapping
Strategy

Where does your value
proposition map?        ?   ?   ?
Utility?
Behavior change?
Attitude change?
Conversion (micro) or
Value Proposition (macro)?
Utility

What areas are do you want to
affect change/apply persuasion?
Onboarding                        !
Sign-ups
Profile completion                ?       ?
                                      ?
Transaction funnels
Behavior Change

What is the behavior change?
How is that story told
(data/feedback)                            ?
                                       ?
What is the value prop?
(customer value with business value)
Implicit?
Explicit?
Research
Strategy drives questions you want to
have answered.
Motivation
Knowledge (i.e. awareness and understanding)
Doubts/Barriers (i.e. security issues)
Ability (drives how story is told)

-Mental model with behavior profile
-Thinking, feeling, doing
Behavior Heuristics

“   Rules (of thumb) that
    people might follow when


                                            ”
    interacting with a system.
                       —Dan Lockton


“   Asking users questions about how and
    why they behaved in certain ways with
    technology led to answers which were



                                       ”
    resolvable into something like rules.




                                                http://architectures.danlockton.co.uk/2012/02/09/if/
Behavior Heuristics

Peel back layers
Similar to “5 Whys”
“Let’s look in more detail at ‘People will do what they
see other people doing’: Why? Why will people do
what they see other people doing? If we break this
down, asking ‘Why?’ a couple of times, we get to
tease out some slightly different possible factors.”




                                                          http://architectures.danlockton.co.uk/2012/02/09/if/
Behavior Heuristics
                                  ▶ If lots of people are doing it, do it

Create heuristics or principles   Show directly how many (or what proportion of) people are
                                  choosing an option

                                  ▶ If people like me are doing it, do it

                                  Show the user that his or her peers, or people in a similar
                                  situation, make a particular choice

                                  ▶ If people that I aspire to be like are doing it, do it

                                  Show the user that aspirational figures are making a particular
                                  choice

                                  ▶ If something worked before, do it again

                                  Remind the user what worked last time

                                  ▶ If an expert recommends it, do it

                                  Show the user that expert figures are making a particular
                                  choice




                                      http://architectures.danlockton.co.uk/2012/02/09/if/
Design Principles
Examples
Learn while doing
Suggestions, not choices
Provide conceptual anchors.
Treat every visit like it’s their second
to last visit.

       Not too specific
       Can design against,
       matching patterns to principles
Mapping
                                                               e Map
 Rail Europe Experienc                                                                                                                                                                                                                                                                                                                                                            t is respectful, effective
                                                                                                                                                                                                                                                                                                                       People value service tha
                                                                                                                                                                                                                                      plans over time.
 Guiding Principles                                                                                                                                                                                         People build their travel                                                                                  and personable.
                                                                                                                                                       part of people’s larger
                                                                                                Rail booking is only one
                            because it is
  People choose rail travel                                                                     travel process.
                         flexible.
  convenient, easy, and
                                                                                                                                                                                                                                                                                                                                                                           Post Travel
                                                                                                                                                                                                                                                     vel                                     Travel
                                                                                                                                                                                                                               Post-Booking, Pre-Tra
 Customer Journey                                                                                                                                               Booking
                                                                                                                                                                                                                                                                                                                                                                                             Share experience
                                                                                               Shopping
   STAGES                      Research & Planning                                                                                                                                                                                                                                                         Activities, unexpected
                                                                                                                                                                                                                                                                                                                                  chan           ges
                                                                                                                                                                                                                                                                                                                                                                              Follow-up on refunds for
                                                                                                                                                                                                                                                                                                                                                                                                       booking changes
                                                                                                                                                                                                                                                                    arrive
                                                                                                                                                                              Delivery        Payment       Review &                    Wait for paper tickets to
                                                                                                              Enter trips               Review fares           Confirm                                        confirm
                                                                                                                                                                              options          options
                                                                                                                                                               itinerary                                                                                                                                                                                                                                             Share
                                                                       routes and products                              Select pass(es)
                                        Research destinations,                                                                                                                                                                                                                                                                                                                                                       photos
   RAIL EUROPE
                                                                                                                                                                                                                                                      Change           Check ticket                            E-ticket Print
                                                                                                                                                                                                                                                       plans             status                                 at Station
                                                                                                                                                                                                                                                                                                                                            Get stamp                                                        Web
                                          Destination                            Look up                                                                                                                                                                                                                                                    for refund
                                            pages                              time tables
                                                                                                                                                                                                                                                                                                                                                                                                    Share
                                                                                                                    Live chat for                                                                                                                                                                                                                                                                experience
                                                       raileurope.com                                                questions                                                                                                                                                                                                                                                                    (reviews)
                                                                                                                                                                                                                                                                                                                            Buy additional
                                                                               Map itinerary
                                        Plan with                                                                                                                                                                                                                                                                              tickets
                                                                               (finding pass)
                                     interactive map                                                                                                                                May call if
                                                                                                                                                                                    difficulties                                                                                                   View
                                                                                                                                                                                       occur                                                                                                                               web/
                                                                                                                                                                                                                                                                                                  maps                     apps
    DOING
                                                                                                                                                                                                                                        Print e-tickets                                                                                         Plan/
                                                                                                               Kayak,                                                                                                                                               Paper tickets                                                                                                                                    Mail tickets
                                                                                        Blogs &                                                                                                                                            at home                                                      Look up                                confirm                              Request
                                                                                                              compare                                                                                                                                               arrive in mail                                                                                                                                   for refund
                                                                                      Travel sites             airfare                                                                                                                                                                                 timetables        Arrange               activities                          refunds
                                                                                                                                                                                                                                                                                                                          travel
                                                                                                      Web

                                       Talk with                                     Google                     Research                                                                                                                                                                                                                                                                                   I was not able to use. Not
                                                                                    searches                     hotels                                                                                                                                                                                                                                                         • Trying to return ticket
                                        friends                                                                                                                                                                                                                                                                              grab a train but there are                           sure if I’ll get a refund or
                                                                                                                                                                                                                                                                                                                                                                                                               not.
                                                                                                                                                                                                                                                                                                  • I just figured we could                                                                                     these photos!
                                                                                                                                                                                                                                                               need?                                                         can we do now?                                     • People are going to love routes and availability
                                                                                                                                                                                                                       s          • Do I have everything I                                           not more trains. What
                                                                                                                                                                                             s, passes and reservation                                      easy and friendly, but                        on the right train? If not,
                                                                                                                                                                                                                                                                                                                                      what next?
                                                                                                                                                                                                                                                                                                                                                                                  Next time, we will explo
                                                                                                                                                                                                                                                                                                                                                                                                              re
                                                                                                                                    but I’m willing to pay a
                                                                                                                                                                   • Do I have all the ticket    I don’t pay more
                                                                                                                                                                                                                                  • Rail Europe website was       n’t get help.
                                                                                                                                                                                                                                                                                                   • Am I
                                                                                                                                                                                                                                                                                                                            travel plans. How do I
                                                                                                                                                                                                                                                                                                                                                                                •
                                                                                                • I want to get the best
                                                                                                                         price,                                       I need in this booking so                                      when an issue came up,
                                                                                                                                                                                                                                                                 I could                           • I want to make more                                                          more carefully.
                                                        way to    get around Europe?              little more for first class.                                                                                                                                   ts don’t arrive in time?             do that?
                                  • What is the easiest                                                                         trip cost me? What are
                                                                                                                                                          my          shipping?
                                                                                                                                                                                               ering the phone. How                • What will I do if my ticke
                                  • Where do I want to
                                                        go?                                     • How much will my whole                                            • Rail Europe is not answ answered?
                                                                          in each
                                  • How much    time should I/we spend                             trade-offs?
                                                                                                                          ies I can add to my plan?                    else can I get my ques
                                                                                                                                                                                              tion
                                                                                                                                                                                                                                                                                                                                                                                                                   tion story with
      THINKING                       place for site seeing and
                                                              activities?                        • Are there other activit
                                                                                                                                                                                                                                                                                                                                        be in an unknown place
                                                                                                                                                                                                                                                                                                                                                                    in           • Excited to share my vaca
                                                                                                                                                                                                                                                                                                                             to
                                                                                                                                                                                                                                                                                                   • I am feeling vulnerable                                                        my friends.
                                                                                                                                                                                                                                                             t to leave the country                      the middle of the night.                                                                            ng with ticket refund
                                                                                                                                                                                                                                    • Stressed that I’m abou                                                                                arrive on time for my                 • A bit annoyed to be deali .
                                                                                                                                                                                              is easy and friendly!                                          answer the phone.                         • Stressed that the train
                                                                                                                                                                                                                                                                                                                                 won’t
                                                                                                                                                                                                                                                                                                                                                                                    issues when I just got home
                                                                                                                                                                    • Website experience                                              and Rail Europe won’t
                                                                                                                           Advisor. Everyone is                                             sooner about which                                                  pe won’t ship tickets                    connection.                               d is fun,
                                                                                                 • It’s hard to trust Trip                                          • Frustrated to not know which are paper tickets.               • Frustrated that Rail Euro                                        • Meeting people who
                                                                                                                                                                                                                                                                                                                              want to show us aroun
                                                                  e!
                                   • I’m excited to go to Europthing I can?                        so negative.                                                        tickets are eTickets and                                       to Europe.                                                         serendipitous, and speci
                                                                                                                                                                                                                                                                                                                                  al.
                                                                                                                              different products                                                arrive in time.                                                   ts in the mail!
                                   • Will I be able to see every                                  • Keeping track of all the                                           Not sure my tickets will                                     • Happy to receive my ticke
                                                            this?                                   is confusing.
                                   • What if I can’t afford                                                               trip I want to take?                                                                                                                                                                                                                                   Enjoyability
      FEELING                                                the wrong choice.                    • Am I sure this is the
                                   • I don’t want to make                                                                                                                                                                                                                                          Enjoyability                                                                                              e
                                                                                                                                                                                                                                    Enjoyability                                                                                                                                  Relevance of Rail Europ
                                                                                                                                                                                                                                                                                                                                    e
                                                                                                                                                                     Enjoyability                                                                                                                      Relevance of Rail Europ                                                                              e
                                                                                                                                                                                                                                    Relev ance of Rail Europe                                                                                                                     Helpfulness of Rail Europ
                                                                                                 Enjoyability                                                                                                                                                                                                                           e
                                                                                                                                                                     Relevance of Rail Europ
                                                                                                                                                                                                 e                                                                                                     Helpfulness of Rail Europ
                                   Enjoyability                                                                                                                                                                                                                 e
                                                                                                  Relevance of Rail Europ
                                                                                                                                e                                                                                                    Helpfulness of Rail Europ
                                                                                                                                                                                              e
                                   Relevance of Rail Europ
                                                           e                                                                                                         Helpfulness of Rail Europ
       EXPERIENCE                                                                                                          e
                                                                                                  Helpfulness of Rail Europ
                                                              e
                                    Helpfulness of Rail Europ
                                                                                                                                                                                                                                                                                                                                                                         POST-TRAVEL
                                                                                                                                                                                                                                                                                                                                POST-BOOK, TRAVEL,
                                                                                                                                                                                                                                                                                                                                                                                                                       and
                                                                                                                                                                                                                                                                                                                                                            t                                   Accommodate planning
                                                                                                                                                                                              G, BOOKING                                                                                                                            Improve the paper ticke                                     booking in Europe too.
                                                                                                                                                                 PLANNING, SHOPPIN                                                                                      Arm customers with
                                                                                                                                                                                                                                                                                            information
      Opportunities                                                                                                                                                                                  over time.       Visualize the trip for
                                                                                                                                                                                                                                                    planning
                                                                                                                                                                                                                                                                        for making decisions.
                                                                                                                                                                                                                                                                                                                                    experience.
                                                                                                                                ting their                        Enable people to plan                               and booking.                                                                                                                            , Travel, Post-Travel
                                                                                                                                                                                                                                                                                                                                                                                                STAGE: Traveling
       GLOBAL
                                                                          help they                       Support people in crea                                                                                                                                                                                                    STAGES: Post-Booking
                                                      Help people get the
                                                                                                                                                                                                                                                                                                  ng
                                                                                                                                                                                                                                                                        STAGES: Shopping, Booki
                          r value                                                                         own solutions.                                                                                                                                                                                                                                                                                                       clearly at
       Communicate a clea                             need.                                                                                                                                ing
                                                                                                                                                                                                                      STAG ES: Planning, Shopping
                                                                                                                                                                                                                                                                                                                                                                         ple deal               Communicate status
       proposition.                                                                                                                                                STAGES: Planning, Shopp                                                                                                                                              Proactively help peo                                    all times.
                                                                                                            STAGES: Global
                                                       STAGES: Global                                                                                                                                                                     with a                                                                                        with change.
                                                                                                                                                                                                       ping and       Aggregate shipping                                                                                                                                                                                , Post Travel
        STAGE: Initial visit
                                                                                                                                                                   Connect planning, shop                             reasonable timeline.                                                                                                                     , Traveling
                                                                                                                                                                                                                                                                                                                                                                                                STAGES: Post-Booking
                                                                                                                                                                                                                                                                                                                                        STAGES: Post-Booking
                                                       Engage in social med
                                                                            ia with                                                                                booking on the web.
                              into better,
        Make your customers                            explicit purposes.                                                                                                                    ing, Booking
                                                                                                                                                                                                                       STAGE: Booking
                                                                                                                                                                                                                                                                                                                                                                                                                                  Non-linear, but
                                                                                                                                                                    STAGES: Planning, Shopp
        more savvy travelers.                                                                                                                                                                                                                                                                                                                                              Ongoing,
                                                                                                                                                                                                                                                                                                                                                                                                   Linear
                                                                                                                                                                                                                                                                                                                                                                                                   process
                                                                                                                                                                                                                                                                                                                                                                                                                                  time based
                                                                                                                                                                                                                                                                                                                 Survey
                                                        STAGES: Global                                                                                                                                                                                                                     Customer Experience                                                             non-linear

                                                                                                                                                                                                                                     Stakeholder interviews                                                          mentation
         STAGES: Global
                                                                                                                                                                                                                  Information                                                              Existing Rail Europe Docu
                                                                                                                                                                                                                                     Cognitive walkthroughs                                                                                                                                                     Euro       pe | August 2011
                                                                                                                                                                                                                      sources                                                                                                                                                           Experience Map for Rail
Mapping



Adds Context
Ability (drives how story is told)
Map touchpoints to motivation,
knowledge, doubts/barriers
Identify trigger opportunities
Reveal how story is told
(data collected, feedback given, opportunities, etc.)
Target a behavior goal
1-3 discreet behaviors
Keep it simple
Use less laundry detergent
vs. reduce your carbon footprint
Create a story
May be literal, or metaphorical (data)
Tie to emotion
Understand how people make decisions
“
    We should look at what kind of
    impact people’s behavior



                           ”
    should have on design.



                   —Paola Antonelli
Applying Behavior Design
or Behavior: you’re soaking in it.


Thank you!



Chris Risdon @chrisrisdon
SXSW 2012
#sxbehavior #behavior

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SxSW 2012: Applying Behavior Design

  • 1. Applying Behavior Design or Behavior: you’re soaking in it. Chris Risdon @chrisrisdon SXSW 2012 #sxbehavior #behavior I've been a workaday practitioner for close to 15 years. While I've done a lot of design research, I don't have a background in academic research. A lot of people, much, much smarter than me, have created the foundation for this topic. What I’ve been motivated to do the past 3–4 years is to understand how all that we’re learning about designing for behavior change and persuasive technology translates practically to my work designing products and services today.
  • 2. Applying Behavior Design What are we talking about? Why now? Where does it live? How do we apply it? I’m taking a reporter’s angle with this topic - What, Why, Where and How.
  • 3. What is Behavior Design? What is persuasive technology?
  • 4. Behavior Design: 2009 The next big thing. While this topic is nothing new, 2009 was when it hit a tipping point in our profession, becoming a more prominently discussed, defined and illustrated.
  • 5. Nine Experiences for 2009 “Whether it’s to extend your paycheck or conserve your energy, there’s plenty of reasons for people to change how they behave this year.” —Brandon Shauer
  • 6. “Behavior is our medium.” —Robert Fabricant, 2009
  • 7. Every design decision influences the user. (however benevolent the intent) A long standing belief that I’ve held as a designer since I started in the 90s.
  • 8. “Life as it is.” —Dziga Vertov Documentary filmmaking is an analogy I’ve often used. Long considered the “objective” form of cinema, in contrast to fictional, scripted and reenacted films. However, the moment you “frame” a story with constraints (for example tell a story in 2 hours that played out over 2 years), you make decisions; where the filmmaker points the camera, how they edit the story, all these decision affect how the view receives—perceives and understands—the story. Interaction design is no different.
  • 10. Un off ici al! Behavior Design (short for designing for behavior change) Design with the intent to change someone’s behavior or attitude. Persuasive Technology Technology designed to persuade the user to use a system or platform in a desired way. (may/may not have intent to change someone’s behavior or attitude) These are unofficial definitions that may differ from academic thinking. This represents my synthesis and understand and how I’ve chosen to make sense of them in the context of my work.
  • 11. BJ Fogg http://www.flickr.com/photos/ netliferesearch/2867937570/
  • 13. 90999 2004: During a layover you’re sitting at the airport bar having a beer. On the news you see reporting about the 2004 Indian Ocean tsunami. Your heart goes out. It’s not personal - you don’t know anyone, and it’s halfway around the world. But the story understandably creates sympathy. In the news story there’s a call to action to donate money to the redcross.org. To do this, you may need to take your flight, get home, remember that you wanted to donate, then go through traditional ecommerce funnel, providing billing address and credit card details. Then you also have to think, “how much do I want to donate?” You have to be fairly motivated to follow-through and donate.
  • 14. 90999 2010: During a layover you’re sitting at the airport bar having a beer. On the news you see reporting about the 2010 Haiti earthquake. Your heart goes out. It’s not personal - you don’t know anyone, and it’s in another part of the world. But the story understandably creates sympathy. In the news story there’s a call to action to donate money to the Red Cross by texting “Haiti” to 90999. $10 will be added to your phone bill. You pull out your phone there at the bar (it can even be a feature phone), type 90999, and “Haiti”, hit send, and you’re done. No billing, and it’s just $10. And you feel good about helping out.
  • 16. Opportune Moments We can see these “triggers” at other opportune moments. How about when you go to the pet store and buy pet supplies? The POS credit card swiper asks if you want to add $1 to your charge to help animal shelters. You’re already spending $50, what’s $51? And you’ll feel good about donating, since you do love animals. Would they be just as successful if they gave you a flyer that made the case to donate and asked you to get online and donate an unspecified amount?
  • 17. But modeling the relationship between motivation and ability have been around for a while. Reducing friction, making something easier to facilitate moving motivated people forward. Marketers and businesses have been trying to crack this code for a long time.
  • 18. Robert Cialdini Robert Cialdini wrote Influence: The Psychology of Persuasion in the 90s, and not in the context of technology...
  • 19. Reciprocity Commitment & Consistency Social Proof Authority Liking Scarcity ...yet his “6 weapons of influence” are more pervasive than ever in our digital products and services.
  • 20. Dan Ariely Predictably Irrational The Upside of Irrationality http://www.flickr.com/photos/ billhr/3266119190/
  • 21. Let’s say I have a half a box of chocolates open here in front of you. I will give you this half box of chocolates now, or I will a full box of chocolates in a week. Most people will select the half box of chocolates now. If you ask if they want a half box of chocolates in a month, or a full box in a month and one week, they will be able to think rationally and select the full box.
  • 22. Active Design “ Active Design is the idea that we can design...buildings to encourage people to get more exercise... By attacking obesity through urban design and architecture, governments are beginning to realize that designers might be their best warriors in the battle against obesity and its costs. Active Design are guidelines by the city in conjunction with architects and urban planning academics. ” —Fast Company
  • 23. Active Design “ This strategy recognizes that the public’s underlying motivations are not about health, but rather, about what is ” convenient and enjoyable. These examples reinforce the fact that we, as designers, are not simply designing for cognition – —Fast Company or to support behavior.
  • 24. Lots of patterns and heuristics that can be used for idiation. This has just been the tip of the iceberg, we could spend the whole talk as a survey of behavior design thinking. But this is just meant to make things more concrete so we have a common Dan Lockton frame of reference. Design with Intent Stephen Anderson Mental Note Cards Fabrique Insights
  • 25. So why now? (or why 2009?)
  • 26. Data The utility and pervasiveness of data has grown. When considering products and services that are utilized to change personal behavior, data is the raw material that everything is based on.
  • 27. Feedback Loops The feedback loop, the response or feedback someone gets when they interact with a system—a core interaction design principle. The idea that as people ‘interact’ with a system through tracking their behaviors, it’s the feedback loop, they response they get from the system (cue’s, visualizations, etc.) with the data that tells the story.
  • 28. Data > Information > Knowledge The “Knowledge Hierarchy”
  • 29. Data > Visualization > Story Another way to look at it, in the context of our new products and features.
  • 30. Passive data collection (or reduced to a few taps—i.e. the check-in), enables the feedback loop. The cycle of data collection to feedback is realtime - which didn’t exist in a mass produced scale prior to circa 2007.
  • 31. Our behaviors write the story. Our actions create data, that data is visualized over time to tell a story. We have an emotional response to this story that influences how we will continue to ‘write the story’ with future behaviors.
  • 32. http://www.edwardtufte.com/tufte/posters We’ve been mapping data over time to visualize information and tell stories for a long time. But now technology has opened a floodgate in it’s ability to collect the data at a mass scale for consumers/individuals, and the ability to provide the feedback loop enables people to act on that information.
  • 33. 20 years ago, you had to manually enter your transactions. Scanning and looking at your purchases was the feedback loop. Manual entry was the collection of the data. You had to be highly motivated to maintain this and use it to influence your spending behavior (remember the Fogg model)
  • 34. Spreadsheets came along, made it easier to scan over time, sort for different information, but the “story” was still not easily digestible and you had to be highly motivated to do this.
  • 35. In the 90s we got Microsoft Money and Quicken. You still had to manually enter your data (still needed high motivation), but now the software did the heavy lifting, providing visualized feedback of your spending habits over time. You could now more easily see the story of your behavior and respond to it.
  • 36. And now today, once we had over access to our financial institutions, the data is collected completely passively, and turned into feedback (visualizations, alerts) that give insight and cues regarding our behavior.
  • 37. Most of the new wave of products is based on the data/feedback loop model.
  • 38. Where does it live?
  • 39. Usability/Utility Persuasion In some camps, certain techniques are seen as a means to persuade, in others that same technique is a means to aid cognition. Trialability is the concept that if you simulate an activity, or demonstrate a product, the user will be more likely to engage in that activity, or with that product - it’s a tool for persuasion. But others, such as an information architect or usability specialist, may see this as a means for aiding cognition, allowing the user to better complete the activity, or understand how to use the product.
  • 40. Usability/Utility Persuasion Amazon One Click is a persuasive tool designed to prompt more impulse purchases (think: reduce friction, increase ability). But it’s not a binary proposition only in Amazon’s interest. The feature has value to the user, it makes purchasing an item easier.
  • 41. Usability/Utility Persuasion Good Defaults (AKA Smart Defaults) are intended to aid in completing forms or wizards easily and correctly. But it also persuades the user’s actions. People will be less likely to consider their options. This ‘cognitive shortcut’ persuades the user to go with the system defaults.
  • 42. Clearly intent and purpose are key. Defaults can be pushed within the spectrum, like in the case of defaulting to “yes” in selecting organ donation when applying for a driver’s license, and needing to opt out. Countries that require opt-out have very high organ donation volunteerism, and countries that require you to opt in are much lower. Usability/Utility Persuasion Example: Organ Donation Opt-in vs. Opt-out
  • 43. Let’s take the scale and add a second axis. This is the user’s awareness of your intent as a designer. (or as a product/service) High Awareness (of your intent) Low Utility / Persuasion Usability Awareness Micro Macro (usability / features) (utility / prods. & services)
  • 44. We’ve seen where features like good defaults and one-click are. We can plot other design patterns, such as progress indicators. These don’t “declare” their intent, yet they don’t deliberately conceal it either. High Awareness (of your intent) Amazon Good One-Click defaults Progress indicator Low Utility / Persuasion Usability Awareness Micro Macro (usability / features) (utility / prods. & services)
  • 45. Manipulation: all persuasion with no value to the user Deception: covert in intentions Stay away from this ethically mucky area. This is where you see products High and services that hide their true (deception) and involve you in a service that you were not aware of or didn’t explicitly approve (manipulation). Awareness (of your intent) Amazon Good One-Click defaults Progress indicator Freecreditreport.com Manipulation Deception Low Utility / Persuasion Usability Awareness Micro Macro (usability / features) (utility / prods. & services)
  • 46. Generally, ‘features’ (micro persuasion) will be lower in intent. While we’ll see products and services (macro persuasion) up top as they have a clearly stated value proposition (creating explicit awareness of their intent). High Awareness (of your intent) Amazon Good One-Click defaults Progress indicator Freecreditreport.com Manipulation Deception Low Utility / Persuasion Usability Awareness Micro Macro (usability / features) (utility / prods. & services)
  • 47. Applications with high utility (iTunes, Gmail, Basecamp, etc.). Intent of utility is fairly high, usually as part of value proposition. A product like Basecamp deliberately constrains features, as part of their value proposition, so they may move slightly to the right of the scale, as High the product’s features will influence how you manage your projects with the tool. Gmail iTunes Basecamp Awareness (of your intent) Amazon Good One-Click defaults Progress indicator Freecreditreport.com Manipulation Deception Low Utility / Persuasion Usability Awareness Micro Macro (usability / features) (utility / prods. & services)
  • 48. We now have an influx of products and services, enabled by technology, that are designed with the intent of influencing our behavior. Intent is made clear, usually in value proposition (reduce your debt, get in shape, etc.) High Gmail Nike+ Nest Weight iTunes Watchers Basecamp Shortmail Awareness (of your intent) Amazon Good One-Click defaults Progress indicator Freecreditreport.com Manipulation Deception Low Utility / Persuasion Usability Awareness Micro Macro (usability / features) (utility / prods. & services)
  • 49. Behavior change as value proposition. High Gmail Nike+ Nest Weight iTunes Watchers Basecamp Shortmail Awareness (of your intent) Amazon Good One-Click defaults Progress indicator Freecreditreport.com Manipulation Deception Low Utility / Persuasion Usability Awareness Micro Macro (usability / features) (utility / prods. & services)
  • 51. Behavior Change as Value Proposition Value proposition is directly related to behavior. System makes recommendations or guidance. Data collection is primary feature Behavior is measurable. (feedback loop) Scaling self-determination (some products you have to use as prescribed) Personal (health, environment, finances, personal habits)
  • 52. How Do We Apply It?
  • 53. Parts of the process Strategy Research Behavior Heuristics Design Principles Experience Mapping
  • 54. Strategy Where does your value proposition map? ? ? ? Utility? Behavior change? Attitude change?
  • 55. Conversion (micro) or Value Proposition (macro)?
  • 56. Utility What areas are do you want to affect change/apply persuasion? Onboarding ! Sign-ups Profile completion ? ? ? Transaction funnels
  • 57. Behavior Change What is the behavior change? How is that story told (data/feedback) ? ? What is the value prop? (customer value with business value) Implicit? Explicit?
  • 58. Research Strategy drives questions you want to have answered. Motivation Knowledge (i.e. awareness and understanding) Doubts/Barriers (i.e. security issues) Ability (drives how story is told) -Mental model with behavior profile -Thinking, feeling, doing
  • 59. Behavior Heuristics “ Rules (of thumb) that people might follow when ” interacting with a system. —Dan Lockton “ Asking users questions about how and why they behaved in certain ways with technology led to answers which were ” resolvable into something like rules. http://architectures.danlockton.co.uk/2012/02/09/if/
  • 60. Behavior Heuristics Peel back layers Similar to “5 Whys” “Let’s look in more detail at ‘People will do what they see other people doing’: Why? Why will people do what they see other people doing? If we break this down, asking ‘Why?’ a couple of times, we get to tease out some slightly different possible factors.” http://architectures.danlockton.co.uk/2012/02/09/if/
  • 61. Behavior Heuristics ▶ If lots of people are doing it, do it Create heuristics or principles Show directly how many (or what proportion of) people are choosing an option ▶ If people like me are doing it, do it Show the user that his or her peers, or people in a similar situation, make a particular choice ▶ If people that I aspire to be like are doing it, do it Show the user that aspirational figures are making a particular choice ▶ If something worked before, do it again Remind the user what worked last time ▶ If an expert recommends it, do it Show the user that expert figures are making a particular choice http://architectures.danlockton.co.uk/2012/02/09/if/
  • 62. Design Principles Examples Learn while doing Suggestions, not choices Provide conceptual anchors. Treat every visit like it’s their second to last visit. Not too specific Can design against, matching patterns to principles
  • 63. Mapping e Map Rail Europe Experienc t is respectful, effective People value service tha plans over time. Guiding Principles People build their travel and personable. part of people’s larger Rail booking is only one because it is People choose rail travel travel process. flexible. convenient, easy, and Post Travel vel Travel Post-Booking, Pre-Tra Customer Journey Booking Share experience Shopping STAGES Research & Planning Activities, unexpected chan ges Follow-up on refunds for booking changes arrive Delivery Payment Review & Wait for paper tickets to Enter trips Review fares Confirm confirm options options itinerary Share routes and products Select pass(es) Research destinations, photos RAIL EUROPE Change Check ticket E-ticket Print plans status at Station Get stamp Web Destination Look up for refund pages time tables Share Live chat for experience raileurope.com questions (reviews) Buy additional Map itinerary Plan with tickets (finding pass) interactive map May call if difficulties View occur web/ maps apps DOING Print e-tickets Plan/ Kayak, Paper tickets Mail tickets Blogs & at home Look up confirm Request compare arrive in mail for refund Travel sites airfare timetables Arrange activities refunds travel Web Talk with Google Research I was not able to use. Not searches hotels • Trying to return ticket friends grab a train but there are sure if I’ll get a refund or not. • I just figured we could these photos! need? can we do now? • People are going to love routes and availability s • Do I have everything I not more trains. What s, passes and reservation easy and friendly, but on the right train? If not, what next? Next time, we will explo re but I’m willing to pay a • Do I have all the ticket I don’t pay more • Rail Europe website was n’t get help. • Am I travel plans. How do I • • I want to get the best price, I need in this booking so when an issue came up, I could • I want to make more more carefully. way to get around Europe? little more for first class. ts don’t arrive in time? do that? • What is the easiest trip cost me? What are my shipping? ering the phone. How • What will I do if my ticke • Where do I want to go? • How much will my whole • Rail Europe is not answ answered? in each • How much time should I/we spend trade-offs? ies I can add to my plan? else can I get my ques tion tion story with THINKING place for site seeing and activities? • Are there other activit be in an unknown place in • Excited to share my vaca to • I am feeling vulnerable my friends. t to leave the country the middle of the night. ng with ticket refund • Stressed that I’m abou arrive on time for my • A bit annoyed to be deali . is easy and friendly! answer the phone. • Stressed that the train won’t issues when I just got home • Website experience and Rail Europe won’t Advisor. Everyone is sooner about which pe won’t ship tickets connection. d is fun, • It’s hard to trust Trip • Frustrated to not know which are paper tickets. • Frustrated that Rail Euro • Meeting people who want to show us aroun e! • I’m excited to go to Europthing I can? so negative. tickets are eTickets and to Europe. serendipitous, and speci al. different products arrive in time. ts in the mail! • Will I be able to see every • Keeping track of all the Not sure my tickets will • Happy to receive my ticke this? is confusing. • What if I can’t afford trip I want to take? Enjoyability FEELING the wrong choice. • Am I sure this is the • I don’t want to make Enjoyability e Enjoyability Relevance of Rail Europ e Enjoyability Relevance of Rail Europ e Relev ance of Rail Europe Helpfulness of Rail Europ Enjoyability e Relevance of Rail Europ e Helpfulness of Rail Europ Enjoyability e Relevance of Rail Europ e Helpfulness of Rail Europ e Relevance of Rail Europ e Helpfulness of Rail Europ EXPERIENCE e Helpfulness of Rail Europ e Helpfulness of Rail Europ POST-TRAVEL POST-BOOK, TRAVEL, and t Accommodate planning G, BOOKING Improve the paper ticke booking in Europe too. PLANNING, SHOPPIN Arm customers with information Opportunities over time. Visualize the trip for planning for making decisions. experience. ting their Enable people to plan and booking. , Travel, Post-Travel STAGE: Traveling GLOBAL help they Support people in crea STAGES: Post-Booking Help people get the ng STAGES: Shopping, Booki r value own solutions. clearly at Communicate a clea need. ing STAG ES: Planning, Shopping ple deal Communicate status proposition. STAGES: Planning, Shopp Proactively help peo all times. STAGES: Global STAGES: Global with a with change. ping and Aggregate shipping , Post Travel STAGE: Initial visit Connect planning, shop reasonable timeline. , Traveling STAGES: Post-Booking STAGES: Post-Booking Engage in social med ia with booking on the web. into better, Make your customers explicit purposes. ing, Booking STAGE: Booking Non-linear, but STAGES: Planning, Shopp more savvy travelers. Ongoing, Linear process time based Survey STAGES: Global Customer Experience non-linear Stakeholder interviews mentation STAGES: Global Information Existing Rail Europe Docu Cognitive walkthroughs Euro pe | August 2011 sources Experience Map for Rail
  • 64. Mapping Adds Context Ability (drives how story is told) Map touchpoints to motivation, knowledge, doubts/barriers Identify trigger opportunities Reveal how story is told (data collected, feedback given, opportunities, etc.)
  • 65. Target a behavior goal 1-3 discreet behaviors Keep it simple Use less laundry detergent vs. reduce your carbon footprint Create a story May be literal, or metaphorical (data) Tie to emotion Understand how people make decisions
  • 66. We should look at what kind of impact people’s behavior ” should have on design. —Paola Antonelli
  • 67. Applying Behavior Design or Behavior: you’re soaking in it. Thank you! Chris Risdon @chrisrisdon SXSW 2012 #sxbehavior #behavior