1. Thesis project:
Designing Persuasive Information
for Environmental Issues
Jenny Shirey, Master of Design student
Communication, Planning & Information Design
Carnegie Mellon University
Designing Persuasive Communications for Environmental Issues Jenny Shirey // Carnegie Mellon University // March 9, 2011

2. 1. ContExt
Context 2. RESEaRCh 3. PRotoyPES 4. FInDIngS 5. nExt StEPS
The context
Designing for behavior change:
exciting, emerging area
“Piano Stairs” from theFuntheory.com
Designing Persuasive Communications for Environmental Issues Jenny Shirey // Carnegie Mellon University // March 9, 2011

3. 1. ContExt
Context 2. RESEaRCh 3. PRotoyPES 4. FInDIngS 5. nExt StEPS
Literature review
Design
Designing Persuasive Communications for Environmental Issues Jenny Shirey // Carnegie Mellon University // March 9, 2011

4. 1. ContExt
Context 2. RESEaRCh 3. PRotoyPES 4. FInDIngS 5. nExt StEPS
Literature review
persuasive Design
teChnology
Designing Persuasive Communications for Environmental Issues Jenny Shirey // Carnegie Mellon University // March 9, 2011

5. 1. ContExt
Context 2. RESEaRCh 3. PRotoyPES 4. FInDIngS 5. nExt StEPS
Literature review
persuasive Design (environmental)
teChnology psyChology
Designing Persuasive Communications for Environmental Issues Jenny Shirey // Carnegie Mellon University // March 9, 2011

6. 1. ContExt
Context 2. RESEaRCh 3. PRotoyPES 4. FInDIngS 5. nExt StEPS
Literature review
Problem
persuasive Design (environmental)
teChnology psyChology
knowledge gap
Designing Persuasive Communications for Environmental Issues Jenny Shirey // Carnegie Mellon University // March 9, 2011

7. 1. ContExt
Context 2. RESEaRCh 3. PRotoyPES 4. FInDIngS 5. nExt StEPS
Literature review
“Until we reach out to the individuals who
design and deliver environmental programs,
our efforts will remain invisible to those who
can most benefit from them.”
—Doug McKenzie-Mohr
“Promoting Sustainable Behavior,” Journal of Social Issues, 2000, p. 544
Designing Persuasive Communications for Environmental Issues Jenny Shirey // Carnegie Mellon University // March 9, 2011

8. 1. ContExt
Context 2. RESEaRCh 3. PRotoyPES 4. FInDIngS 5. nExt StEPS
My goal, based on psychology literature and my own studies
To provide communication designers
with effective recommendations
for persuading individuals to adopt
environmentally-friendly behaviors.
Designing Persuasive Communications for Environmental Issues Jenny Shirey // Carnegie Mellon University // March 9, 2011

9. 1. ContExt 2. RESEaRCh
researCh 3. PRotoyPES 4. FInDIngS 5. nExt StEPS
Case study: bottled water
Why this case study?
» Simple, everyday habit
» Low barriers (most people have access
to clean tap water)
» General unawareness of its effect
on the environment
Designing Persuasive Communications for Environmental Issues Jenny Shirey // Carnegie Mellon University // March 9, 2011

10. 1. ContExt 2. RESEaRCh
researCh 3. PRotoyPES 4. FInDIngS 5. nExt StEPS
Target audience: 25- to 40-year-old non-activist adults
Why does this audience present
a great opportunity for change?
» Young adults want to do their part, but being
eco-friendly is not their primary motivation
» They didn’t grow up with the emphasis on being
“green” experienced by younger generations
» Generally willing to help out and try new behaviors
Designing Persuasive Communications for Environmental Issues Jenny Shirey // Carnegie Mellon University // March 9, 2011

11. 1. ContExt 2. RESEaRCh
researCh 3. PRotoyPES 4. FInDIngS 5. nExt StEPS
Understanding my audience
Survey + journals + contextual
interviews + early prototype
Designing Persuasive Communications for Environmental Issues Jenny Shirey // Carnegie Mellon University // March 9, 2011

12. 1. ContExt 2. RESEaRCh PRotoyPES
3. prototypes 4. FInDIngS 5. nExt StEPS
Prototype study question
How does a communication piece
affect a person’s behavior when
tailored to interests, learning style,
and preferred emotional tone?
Designing Persuasive Communications for Environmental Issues Jenny Shirey // Carnegie Mellon University // March 9, 2011

13. 1. ContExt 2. RESEaRCh PRotoyPES
3. prototypes 4. FInDIngS 5. nExt StEPS
Refined prototype
Study flow
track bottled water
answer yes interview
1 WeeK
track bottled water
pre-survey artifact post-survey Commit?
1 WeeK
tailors
track bottled water
answer no interview
1 WeeK
Designing Persuasive Communications for Environmental Issues Jenny Shirey // Carnegie Mellon University // March 9, 2011

14. 1. ContExt 2. RESEaRCh PRotoyPES
3. prototypes 4. FInDIngS 5. nExt StEPS
Communication piece
Variables
meDium tone topiC
interactive humorous animals
or or or
video matter-of-fact Waste
or or
Dramatic money
Designing Persuasive Communications for Environmental Issues Jenny Shirey // Carnegie Mellon University // March 9, 2011

15. 1. ContExt 2. RESEaRCh PRotoyPES
3. prototypes 4. FInDIngS 5. nExt StEPS
Communication piece
Variables
video
humorous
Waste
Designing Persuasive Communications for Environmental Issues Jenny Shirey // Carnegie Mellon University // March 9, 2011

16. 1. ContExt 2. RESEaRCh PRotoyPES
3. prototypes 4. FInDIngS 5. nExt StEPS
Communication piece
Variables
interactive
matter-of-fact
money
Designing Persuasive Communications for Environmental Issues Jenny Shirey // Carnegie Mellon University // March 9, 2011

17. 1. ContExt 2. RESEaRCh PRotoyPES
3. prototypes 4. FInDIngS 5. nExt StEPS
Communication piece
Variables
video
Dramatic
animals
Designing Persuasive Communications for Environmental Issues Jenny Shirey // Carnegie Mellon University // March 9, 2011

18. 1. ContExt 2. RESEaRCh PRotoyPES
3. prototypes 4. FInDIngS 5. nExt StEPS
Refined prototype
Study results
Said the piece changed their feelings yes
Believed they would drink less yes
bottled water in the future maybe
Commited to not drinking
yes
bottled water for 1 week
Drank less bottled water (week 2) yes
Didn’t drink any bottled water (week 2) yes
Designing Persuasive Communications for Environmental Issues Jenny Shirey // Carnegie Mellon University // March 9, 2011

19. 1. ContExt 2. RESEaRCh 3. PRotoyPES 4. FInDIngS
FinDings 5. nExt StEPS
A few findings so far
1. Use tracking to enhance awareness
2. Beware of barriers that prevent change
3. Show people that small actions make a difference
4. Commitments are powerful motivators
5. Keep goals reasonable
Designing Persuasive Communications for Environmental Issues Jenny Shirey // Carnegie Mellon University // March 9, 2011

20. 1. ContExt 2. RESEaRCh 3. PRotoyPES 4. FInDIngS 5. nExt StEPS
next steps
What’s happening next (March)
A few questions
» What are the common factors of those who did change behavior?
(in progress)
» What was the actual effect of matching?
FolloW-up stuDy
Designing Persuasive Communications for Environmental Issues Jenny Shirey // Carnegie Mellon University // March 9, 2011

21. 1. ContExt 2. RESEaRCh 3. PRotoyPES 4. FInDIngS 5. nExt StEPS
next steps
What’s happening next (March-April)
Develop design recommendations
» To be completed at the end of April
» Based on my literature review,
principles from environmental psychology,
and my own participatory studies
Designing Persuasive Communications for Environmental Issues Jenny Shirey // Carnegie Mellon University // March 9, 2011