This document discusses changing behaviors through design. It notes that consciously changing behaviors is difficult as conscious thinking plays a small role in behaviors. Several models of behavior change are presented, including the stages of change model and theory of planned behavior. Tips for designing for behavior change are provided, including defining the desired behavior change, conducting research to understand predictors, and monitoring and modifying over time as behavior change takes patience. The brain actively hides reality and changing behaviors requires understanding unconscious influences.
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*…
32. So what influences mass behaviour
change?
“Systemic Innovation is determined by a balance of
three things – behavioural norms, tools and rules”
Tim Brown, IDEO
32
42. Top tips for designing behavioural change…
1. Define the desired behavioural change you want to
observe,
2. Feed this into the business strategy and design process, let
it guide these processes
3. Define your target audience…then go a bit outside the
norm
4. Conduct research and understand the behavioural
predictors of our population (attitudes, norms, control,
stages)
5. Monitor, measure and modify. Remember…behaviour
change can take time…be patient
42
43. Top tips for designing behavioural change…
1. Define the desired behavioural change you want to
observe,
2. Feed this into the business strategy and design process, let
it guide these processes,
3. Define your target audience…then go a bit outside the
norm
4. Conduct research and understand the behavioural
predictors of our population (attitudes, norms, control,
stages)
5. Monitor, measure and modify. Remember…behaviour
change can take time…be patient
43
44. Top tips for designing behavioural change…
1. Define the desired behavioural change you want to
observe,
2. Feed this into the business strategy and design process, let
it guide these processes,
3. Define your target audience…then go a bit outside the
norm,
4. Conduct research and understand the behavioural
predictors of our population (attitudes, norms, control,
stages)
5. Monitor, measure and modify. Remember…behaviour
change can take time…be patient
44
45. Top tips for designing behavioural change…
1. Define the desired behavioural change you want to
observe,
2. Feed this into the business strategy and design process, let
it guide these processes,
3. Define your target audience…then go a bit outside the
norm,
4. Conduct research and understand the behavioural
predictors of our population (attitudes, norms, control,
stages). Qual and quant is needed here…
5. Monitor, measure and modify. Remember…behaviour
change can take time…be patient
45
46. Top tips for designing behavioural change…
1. Define the desired behavioural change you want to
observe,
2. Feed this into the business strategy and design process, let
it guide these processes,
3. Define your target audience…then go a bit outside the
norm,
4. Conduct research and understand the behavioural
predictors of our population (attitudes, norms, control,
stages). Qual and quant is needed here…
5. Monitor, measure and modify. Remember…changing a
behaviour can take time…be patient
46
47. Thank you!
Jodie Moule
Director
03 9670 3385
0415 288 823
jodie@symplicit.com.au
Symplicit Pty Ltd
Level 1, Suite 103, 757 Bourke St
Docklands, VIC 3008
Ph 03 9670 3385
www.symplicit.com.au
Follow us @symplicit