behavioural design tools for designers, product managers, and more
Post on 18-Jul-2015
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Improve your product’s UX …by reducing cognitive load
Licensed CC BY-NC-SA 2.0. Artist: Andrés Þór
Influence users’ choices …by playing on cognitive biases
Licensed CC BY 2.0. Artist: Eneas De Troya
Internal rewards are generally more effective than external
Licensed CC BY-NC-SA 2.0. Artist: Andrés Þór
1. Trigger
2. Ability3. Motivation(action)(reward)
Fogg Behavioural Model: behaviour depends on 3 things:
Timely, compelling
triggerHigh
motivation
Low motivation
Action is easyto take
Action is hardto take
No trigger or easy to
ignore
BUILD
BREA
K
BEHAVIOURAL DESIGN TOOLKIT
Habit hijackingWhat habits do my users already have?
How could I ‘hijack’ these habits, by making another action easier and more appealing?
BEHAVIOURAL DESIGN TOOLKIT
Habit buildingWhat habits do my users already have?
What tiny habit could I build on top of these?
BEHAVIOURAL DESIGN TOOLKIT
Friction analysisWhat friction prevents my users (or potential users) taking this action?
FEELING
BEHAVIOURAL DESIGN TOOLKIT
Adapted experience maps
THINKING
TOUCHPOINT
DOINGstage 1 stage 3stage 2
Pondering product psychology
Wondering how to use it in my work
Considering a snack
Planning route home
New Citymapper UI?!Everything we do requires cognitiveresource.
If too manydemands are made of those resources… we run out.
BEHAVIOURAL DESIGN TOOLKIT
Holistic cognitive load mappingWhat else is going on in my user’s mind
While they’re using my product,and when they’re not.
BEHAVIOURAL DESIGN TOOLKIT
Cognitive load triageIs this step complex? If so…
Can I remove it? Can I delay it? Can I simplify it? Can I default it?
BEHAVIOURAL DESIGN TOOLKIT
Ulysses Pacts
How might I help my users by getting them to act now to control their future behaviour?
THANKS
Resources katmatfield.com/behavioural-design
Get in touch @LovedayBrooke katmatfield@gmail.com
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