SXSW Workshop on Designing for Behavior Change (2014)

Design for Behavior Change
SXSW Workshop 9 March 2014
Stephen Wendel @sawendel
#D4BC

Introductions
Understand how users decide what to do next
Discover the right action to target
Design around that action
Refine over time – become Less Wrong
{3 exercises; Pit stops as needed; Q&A any time you like}
Topics
1
2
3
4
5

It’s tim to manage your (lack of)
money!

Not so scary after all…
Best in Class User Experience
Behavioral Science Driven Software
Backed by Consumer Finance Expertise
Community Partnerships
B2B SaaS Company
1 2 3 4 5

Translate the research…
oreilly.com/go/behavior-change Benefits & Behavior
Change
1 2 3 4 5

And apply it to our products
1 2 3 4 5

And you?
Daily work?
Impact?
Donuts?
1 2 3 4 5

Everything important
1 2 3 4 5

Summary – Part 1
Providing Value Isn’t Enough.
Find the particular behavioral obstacles
users face, and solve them.
Delivering more value to users (i.e. a stronger
motivation to act) usually isn’t the answer.
1 2 3 4 5

Summary – Part 2
Be Less Wrong.
Human behavior is too complex to fully fathom.
Any intervention we try will be partially wrong,
and will sometimes make things worse.
With testing & iteration we can become
Less Wrong.
1 2 3 4 5

There ain’t no magic wand.
But there is a method
(Look familiar?)
Summary – Part 3
1 2 3 4 5

Next Up – The decision-making process
Introductions
1
2
3
4
5

Steve, you’ve got some work to do
Motivation (i.e., value) isn’t enough.
1 2 3 4 5

To
What’s required for people to take action?
From
To
Every person & every action
is unique.
But the mind goes through
a similar process.
1 2 3 4 5

Got an app to help people exercise?
1 2 3 4 5

Step 1: Detect A Cue
1 2 3 4 5

Step 2: Evoke a Positive Reaction
1 2 3 4 5

Step 3: Pass the Conscious Evaluation
1 2 3 4 5

Step 4: Make Sure They’re Able to Act
1 2 3 4 5

Step 5: Make it Urgent
1 2 3 4 5

3 strategies to pass the funnel
1 2 3 4 5

Exercise!
1 2 3 4 5
{Page 9: Using the CREATE Action Funnel}
{Pick a volunteer & do the exercise as a group}

Next Up – Pick the right action
Introductions
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5

What’s the best way to lose weight?
1 2 3 4 5

Discover the Outcome, Actor & Action
1 2 3 4 5

Define the target outcome
Impact.
What will be different about the world,
when your product is completely successful?
1 2 3 4 5

Make it tangible
Why do you really care?
Why would your users really care?
1 2 3 4 5

Make sure you can measure it
“Users will gain experience with exercise”
vs
“Americans will have an average BMI of 25”
1 2 3 4 5

Generate ideas for actions
Make stuff up!
5-10 different actions
to cause the outcome.
1 2 3 4 5

Do your (user) research
Where are they starting from?
What’s normal for them?
1 2 3 4 5

Evaluate the actions
Build a Matrix. For each Action: Impact, Ease, Cost, Fit
1 2 3 4 5

Elicit additional constraints
Channel?
Timeframe?
“Tone” of App?
Constraints make us free
1 2 3 4 5

Exercise!
{Page 11: Group exercise}
{Pick a behavioral problem}
{Discover the right action to target}
1 2 3 4 5

Next Up – Designing around that action
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4
Introductions
1
2
3
4
5

What do you need to write a book?
1 2 3 4 5

Design the Action, Environment & User
1 2 3 4 5

Our goal: develop a story
How will users progress from starting out to success?
Customer experience map by Mel Edwards, desonance.wordpress.com
1 2 3 4 5

Structure the Action:
Break down hard problems
Take the garden path.
Make each step is pleasant.
Straightforward.
“Easy”.
Tailor it to their prior
experiences.
Skip ahead where possible.
1 2 3 4 5

Construct the environment
to support action
Grab the user’s
attention.
Make sure the
motivation is clear.
Provide urgency.
Remove distractions.
1 2 3 4 5

Prepare the user
Help users see
and tell the story
of their successes.
Build on related,
positive experiences.
Educate users
about how to do
take action.
1 2 3 4 5

Techniques 1 2 3 4
Obstacle: Try This:
Cue Tell the Employees What the Action Is
Make It Clear Where to Act
Clear the Page of Distractions
Reaction Make Site Beautiful and Professional
Deploy Social Proof
Display Strong Authority on the Subject
Be Authentic and Personal
Evaluation Prime Employee-Relevant Associations
Leverage Loss Aversion
Use Peer Comparisons
Run a Competition
Avoid Cognitive Overhead
Avoid Choice Overload
Avoid Direct Payments
Ability Elicit Implementation Intentions
Default Everything
Lessen Burden of Action and Information
Deploy (Positive) Peer Comparisons
Timing Frame text to avoid temporal myopia
Remind of prior commitment to act
Make it scarce

In other words, it’s where to use these:
1 2 3 4 5

Another exercise graphic!
{Page 13: Pick a volunteer}
{Design the behavioral plan}
1 2 3 4 5

Next Up – Refining over time
Introductions
1
2
3
4
5

A minor question…
When is the best day of week & time of day to contact folks?
10:30am Monday 10:30am Tuesday 8:00pm Tuesday
1 2 3 4 5

With a massive effect
3.7% clicked 7.1% clicked 1.6% clicked
When is the best day of week & time of day to contact folks?
10:30am Monday 10:30am Tuesday 8:00pm Tuesday
1 2 3 4 5

You’ll often get it wrong. Confidence is an illusion.
1 2 3 4 5

Refine via impact, new ideas & re-measurement
1 2 3 4 5

Assess where you are now
Controlled Experiments:
The Gold Standard
Statistical Models w. Controls:
Harder Work, For a Silver Medal
1 2 3 4 5

Build a data bridge if needed
1 2 3 4 5

Generate ideas for what’s going wrong
1 2 3 4 5

Change it, Measure it
How much Rigor you need depends on:
• How big of an impact you’re looking for.
• How much else is going on at the same time.
• Whether the action is unique to the app.
So, develop multiple “testing” platforms.
1 2 3 4 5

Next Up – Recap
Introductions
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2
3
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5

It doesn’t matter how awesome your product is…

Comments? Personal Stories?
@sawendel www.about.me/sawendel

Many different strategies to change them

So what’s a habit?
Adapted from ABC
Model (eg Miltenberger
2011) and Duhigg 2012

SXSW Workshop on Designing for Behavior Change (2014)

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