sxsw 2012: applying behavior design
DESCRIPTION
Audio of the presentation is available here: http://schedule.sxsw.com/2012/events/event_IAP13438TRANSCRIPT
Applying Behavior Design
Chris Risdon @chrisrisdonSXSW 2012
or Behavior: you’re soaking in it.
#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.
What are we talking about?Why now?Where does it live?How do we apply it?
Applying Behavior Design
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: 2009The 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
—Brandon Shauer
“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.”
“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
Behavior Design (short for designing for behavior change)
Design with the intent to change someone’s behavior or attitude.
Persuasive TechnologyTechnology 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)
Unofficial!
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/
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.
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.
RobertCialdini
Robert Cialdini wrote Influence: The Psychology of Persuasion in the 90s, and not in the context of technology...
ReciprocityCommitment & ConsistencySocial ProofAuthorityLikingScarcity
...yet his “6 weapons of influence” are more pervasive than ever in our digital products and services.
Dan Ariely
http://www.flickr.com/photos/billhr/3266119190/
Predictably Irrational
The Upside of Irrationality
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 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.
“”—Fast Company
Active Design
Active Design are guidelines by the city in conjunction with architects and urban planning academics.
This strategy recognizes that the public’s underlying motivations are not about health, but rather, about what is convenient and enjoyable.“ ”
Active Design
—Fast CompanyThese examples reinforce the fact that we, as designers, are not simply designing for cognition – or to support behavior.
Dan LocktonDesign with IntentStephen AndersonMental Note CardsFabriqueInsights
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 frame of reference.
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.
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.
http://www.edwardtufte.com/tufte/posters
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?
Persuasion
Usability/Utility
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.
Persuasion
Usability/Utility
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.
Persuasion
Usability/Utility
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.
Persuasion
Usability/Utility
Example:
Organ DonationOpt-in vs. Opt-out
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.
Persuasion
Awareness(of your intent)
High
LowUtility /Usability
Micro (usability / features)
Macro (utility / prods. & services)
Awareness
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)
Persuasion
Awareness(of your intent)
High
LowUtility /Usability
Micro (usability / features)
Macro (utility / prods. & services)
Awareness
Good defaults Progress
indicator
Amazon One-Click
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.
Persuasion
Awareness(of your intent)
High
LowUtility /Usability
Micro (usability / features)
Macro (utility / prods. & services)
Awareness
Good defaults Progress
indicator
Amazon One-Click
ManipulationDeception
Freecreditreport.com
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 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).
Persuasion
Awareness(of your intent)
High
LowUtility /Usability
Micro (usability / features)
Macro (utility / prods. & services)
Awareness
Good defaults Progress
indicator
Amazon One-Click
ManipulationDeception
Freecreditreport.com
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).
Persuasion
Awareness(of your intent)
High
LowUtility /Usability
Micro (usability / features)
Macro (utility / prods. & services)
Awareness
Good defaults Progress
indicator
Amazon One-Click
ManipulationDeception
Freecreditreport.com
Gmail
BasecampiTunes
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 the product’s features will influence how you manage your projects with the tool.
Persuasion
Awareness(of your intent)
High
LowUtility /Usability
Micro (usability / features)
Macro (utility / prods. & services)
Awareness
Good defaults Progress
indicator
Amazon One-Click
ManipulationDeception
Freecreditreport.com
Gmail
BasecampiTunes
Shortmail
Weight Watchers
NestNike+
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.)
Persuasion
Awareness(of your intent)
High
LowUtility /Usability
Micro (usability / features)
Macro (utility / prods. & services)
Awareness
Good defaults Progress
indicator
Amazon One-Click
ManipulationDeception
Freecreditreport.com
Gmail
BasecampiTunes
Shortmail
Weight Watchers
NestNike+
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)
Behavior Change as Value Proposition
How Do We Apply It?
StrategyResearchBehavior HeuristicsDesign PrinciplesExperience Mapping
Parts of the process
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?OnboardingSign-upsProfile completionTransaction 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.MotivationKnowledge (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 layersSimilar 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
Create heuristics or principles▶ If lots of people are doing it, do it
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
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research & Planning ShoppingBooking
Post-Booking, Pre-TravelTravel
Post Travel
People choose rail travel because it is
convenient, easy, and flexible.
Rail booking is only one part of people’s larger
travel process.
People build their travel plans over time. People value service that is respectful, effective
and personable.
EXPERIENCE
Rail Europe Experience Map
Kayak, compare
airfare
Google searches
Research hotelsTalk with
friends
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Paper tickets arrive in mail
• I’m excited to go to Europe!
• Will I be able to see everything I can?
• What if I can’t afford this?
• I don’t want to make the wrong choice.
• It’s hard to trust Trip Advisor. Everyone is
so negative.
• Keeping track of all the different products
is confusing.
• Am I sure this is the trip I want to take?
• Website experience is easy and friendly!
• Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets.
Not sure my tickets will arrive in time.
• Stressed that I’m about to leave the country
and Rail Europe won’t answer the phone.
• Frustrated that Rail Europe won’t ship tickets
to Europe.• Happy to receive my tickets in the mail!
• I am feeling vulnerable to be in an unknown place in
the middle of the night.
• Stressed that the train won’t arrive on time for my
connection.
• Meeting people who want to show us around is fun,
serendipitous, and special.
• Excited to share my vacation story with
my friends.• A bit annoyed to be dealing with ticket refund
issues when I just got home.
View maps
Arrange travel
Blogs & Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review & confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileurope.com
Wait for paper tickets to arrive
Research destinations, routes and products
Live chat for questions
Activities, unexpected changes
Change plans
Check ticket status
Print e-tickets at home
web/apps
Look up timetables
Plan/confirm activities
Web
Share photos
Share experience
(reviews)
Request refunds
Follow-up on refunds for booking changesShare experience
Buy additional tickets
Look up time tables
Stakeholder interviewsCognitive walkthroughs
Customer Experience Survey
Existing Rail Europe Documentation
Opportunities
Guiding Principles
Customer Journey
Information sources
RAIL EUROPE
THINKING
• What is the easiest way to get around Europe?
• Where do I want to go?
• How much time should I/we spend in each
place for site seeing and activities?
• I want to get the best price, but I’m willing to pay a
little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?• Are there other activities I can add to my plan?
• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?• Rail Europe is not answering the phone. How
else can I get my question answered?
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
• I just figured we could grab a train but there are
not more trains. What can we do now?
• Am I on the right train? If not, what next?
• I want to make more travel plans. How do I
do that?
• Trying to return ticket I was not able to use. Not
sure if I’ll get a refund or not.
• People are going to love these photos!
• Next time, we will explore routes and availability
more carefully.
Ongoing, non-linear
Linear process
Non-linear, but time based
Communicate a clear value proposition.
STAGE: Initial visit Connect planning, shopping and booking on the web.
STAGES: Planning, Shopping, Booking
Arm customers with information for making decisions.
STAGES: Shopping, Booking
Improve the paper ticket experience.
STAGES: Post-Booking, Travel, Post-Travel
Make your customers into better, more savvy travelers.
STAGES: Global
Proactively help people deal with change.
STAGES: Post-Booking, Traveling
Support people in creating their own solutions.
STAGES: Global
Visualize the trip for planning and booking.
STAGES: Planning, Shopping
Enable people to plan over time.
STAGES: Planning, Shopping
Engage in social media with explicit purposes.
STAGES: Global
Communicate status clearly at all times.
STAGES: Post-Booking, Post Travel
Accommodate planning and booking in Europe too.
STAGE: Traveling
Aggregate shipping with a reasonable timeline.
STAGE: Booking
Help people get the help they need.
STAGES: Global
GLOBAL
PLANNING, SHOPPING, BOOKING
POST-BOOK, TRAVEL, POST-TRAVEL
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Mail tickets for refund
Get stamp for refund
Mapping
Adds ContextAbility (drives how story is told)
Map touchpoints to motivation,knowledge, doubts/barriers Identify trigger opportunitiesReveal how story is told (data collected, feedback given, opportunities, etc.)
Target a behavior goal1-3 discreet behaviors
Create a storyMay be literal, or metaphorical (data)
Keep it simpleUse less laundry detergent vs. reduce your carbon footprint
Tie to emotionUnderstand how people make decisions
We should look at what kind of impact people’s behavior should have on design.
—Paola Antonelli
“ ”
Applying Behavior Design
Chris Risdon @chrisrisdonSXSW 2012#sxbehavior #behavior
or Behavior: you’re soaking in it.
Thank you!