1. The A,B,C of behaviour

2. We are all talking about changing behaviour through designCommercial in Confidence. 2010 Symplicit Pty Ltd. 2 3. We are all talking about changing behaviour through design but, have you ever stopped to think how hard it is to change behaviour?3 4. When did you last change your behaviour? 5. What about me?5 6. This little tool triggered the last time that I did 7. Process of behaviour change 7 8. so what do I know anyway?8 9. Jodie Moule Director, Symplicit (Psychologist) 10. Ding dong! 11. What does behaviour change mean to us as designers? 11 12. Faster horses?!? 13. Perhaps wed first better take a look at this thing called behaviour change13 14. The mind is a powerful thing 15. The brain *is* powerful Fills in the blanks & cuts out the irrelevant bits for us It notices more than we think it does It actively hides reality from us Seeing what is in front of us is hard, and most of us never learn to do it We find it hard to verbalise why we do what we do It steps in for us so we can do things automatically giving a feeling of *not thinking* 16. Conscious thinking plays, at best, a small role in shaping our behaviour and choices. 16 17. Conscious thinking plays, at best, a small role in shaping our behaviour and choices....this makes things tricky. 17 18. 18 19. 19 20. Important!The behaviour you are seeing is the behaviour you have designed 20 21. Theory of Planned Behaviour 21 22. Theory of Planned Behaviour 22 23. But do you remember our discussion of the mind? 23 24. Why is this useful? 24 25. Process of behaviour change 25 26. The stages of change model26 27. 27 28. Why is this useful? 28 29. When are people researching online? 29 30. When are people researching online? 30 31. When are people researching online? 31 32. So what influences mass behaviour change?Systemic Innovation is determined by a balance of three things behavioural norms, tools and rules Tim Brown, IDEO32 33. Bike helmets 33 34. Cyclists admitted to Victorian hospitals, with and without head injuries 34 35. Daily life or Lycra brigade?35 36. Toll booths36 37. What else changes behaviour?37 38. Fun its fun 38 39. The fun theory http://www.youtube.com/watch?v=2lXh2n0aPyw&feature=player_embedded 39 40. So how do we design for change?40 41. Top tips for designing behavioural change 41 42. Top tips for designing behavioural change 1. Define the desired behavioural change you want toobserve, 2. Feed this into the business strategy and design process, letit guide these processes 3. Define your target audiencethen go a bit outside thenorm 4. Conduct research and understand the behaviouralpredictors of our population (attitudes, norms, control,stages) 5. Monitor, measure and modify. Rememberbehaviourchange can take timebe patient 42 43. Top tips for designing behavioural change 1. Define the desired behavioural change you want toobserve, 2. Feed this into the business strategy and design process, letit guide these processes, 3. Define your target audiencethen go a bit outside thenorm 4. Conduct research and understand the behaviouralpredictors of our population (attitudes, norms, control,stages) 5. Monitor, measure and modify. Rememberbehaviourchange can take timebe patient 43 44. Top tips for designing behavioural change 1. Define the desired behavioural change you want toobserve, 2. Feed this into the business strategy and design process, letit guide these processes, 3. Define your target audiencethen go a bit outside thenorm, 4. Conduct research and understand the behaviouralpredictors of our population (attitudes, norms, control,stages) 5. Monitor, measure and modify. Rememberbehaviourchange can take timebe patient 44 45. Top tips for designing behavioural change 1. Define the desired behavioural change you want toobserve, 2. Feed this into the business strategy and design process, letit guide these processes, 3. Define your target audiencethen go a bit outside thenorm, 4. Conduct research and understand the behaviouralpredictors of our population (attitudes, norms, control,stages). Qual and quant is needed here 5. Monitor, measure and modify. Rememberbehaviourchange can take timebe patient 45 46. Top tips for designing behavioural change 1. Define the desired behavioural change you want toobserve, 2. Feed this into the business strategy and design process, letit guide these processes, 3. Define your target audiencethen go a bit outside thenorm, 4. Conduct research and understand the behaviouralpredictors of our population (attitudes, norms, control,stages). Qual and quant is needed here 5. Monitor, measure and modify. Rememberchanging abehaviour can take timebe patient 46 47. Thank you!Jodie Moule Director 03 9670 3385 0415 288 823 jodie@symplicit.com.auSymplicit Pty Ltd Level 1, Suite 103, 757 Bourke St Docklands, VIC 3008 Ph 03 9670 3385 www.symplicit.com.au Follow us @symplicit