jumping point: beginning your first behavioral design...

JUMPINGPOINT:BEGINNINGYOURFIRSTBEHAVIORALDESIGNPROJECT

What’s the process? What types of problems?

What’sholdingyouback?

What’s the process?

What’sholdingyouback?

What types of problems?

GOALS MOTIVATIONS APPROACH MENTAL MODELS

Whatyou want

Whyyou want it

Howyou frame it

Howyou decide

Behaviors can be broken into four psychological factors which can be leveraged to formulate

messaging strategy & activation

GOALS MOTIVATIONS APPROACH MENTAL MODELS

Whatyou want

Whyyou want it

Howyou frame it

Howyou decide

Upgrade to the latest

technology

Esteem, to be recognized by others…

Promotion Motivational

Focus

Framing Effect

IntertemporalChoice

SellingITServicestoITDirectors

Insightsinhand,youmovefromBehavioralArchitecttoDesigner

TV

Web

Sales Collateral

What’s the process?

What’sholdingyouback?

What types of problems?

Behavioral Factor

“Bring something new to the party.”

Belonging: To be connected with relationships to other people in my world

Promotion Regulatory Focus

Scarcity Effect, Framing Effect, Chunking & Mental Accounting

AcceptanceAffiliation through Friendship

Hedonic Bundling in Circular, Digital and DTC Mailers

DRIVE NEW PRODUCT TRIAL

Behavioral Factor

“Grab a quick lunch without hating it when I’m at my desk.”

Security: To feel safe, confident, and free from worry when making a decision

Prevention Regulatory Focus

Copy Effect, Social Proof, Decoy Effect & Scarcity Effect

AnxietyConfidenceReassurance

Priming via lighting, music, pictures, and spacing of patronsNew menu design, rewards program, staff training

INCREASE IMPULSIVITY AND VARIETY SEEKING BEHAVIOR

Behavioral Factor

“Shop in a dollar store w/o buying brand left-overs.”

Nurturance: To do things to make us feel good –loving, liking caring and cooperating

Prevention Regulatory Focus

Semiotic PrimingHalo Effect via Endorsements

Confidence

360 DTC & in-store activation (front end, end-caps, aisle navigation, display.

DRIVE QUALITY AND VALUE ASSOCIATIONS FOR CHANNEL AND BRANDS

Behavioral Factor

“Make sure my pets have long, healthy, happy lives.”

Security: To be safe, confident, and free from worryNurturance: To provide Love, Support, Care, Pampering

- Prevention Regulatory Focus- Promotion Regulatory Focus

Halo Effect, Conformity Effect, Copy EffectReciprocity & In-Group Bias

- Protection, Safety, Confidence- Love, Support, Care, Pampering

Circular, Digital & In-aisle

DRIVE SHARE OF WALLET IN NEW MARKETS OR NEW CHANNELS

Behavioral Factor

“Let me shop and buy clothes on my terms.”

Empowerment: To be equal to the task, capable and free to act

Promotion Regulatory Focus

Chunking, Commitment Effect, Hyperbolic Discounting

Respected

360 DTC, in-boutique activation and sales training

BUILD OMNI-CHANNEL ENGAGEMENT AND RETAIL LOYALTY

Behavioral Factor

“Get our employees to be more open and share information and insights more.”

Belonging: To be connected with relationships to other people in my world.

Promotion Regulatory Focus

Social Proof, Conformity Effect

Surprise, Astonishment, Acceptance and Respect

Priming via lighting, music, artWeekly “Shock & Awe” sessions

INCREASE EMPLOYEE COLLABORATION

Behavioral Factor

“Get me and my family out of this dead-end job.”

Achievement: To have good results from my life’s activities, and outcomes of which I can feel proud

- Promotion Regulatory Focus- Prevention Regulatory Focus

Hot-State Decision Making, Goal Dilution, Commitment Effect, Conformity Effect, In-Group Bias and Ego-Depletion

- Courage, Confidence, - Anxiousness, Overwhelmed

Digital marketing, counselor training, application and enrollment process redesign

DECREASE CHURN IN ENROLLMENT OR BUYING PROCESSES

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