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UX Myths about Behavior Change
- 1. UX Myths about Behavior Change
- 2. Baseball + Bat = $1.10 Bat costs $1 more than baseball How much does baseball cost?
- 3. Baseball + Bat = $21.00 Bat costs $20 more than baseball How much does baseball cost?
- 5. @estojakovic
- 6. See the world through a behavioral lens. @estojakovic
- 7. @estojakovic
- 8. @estojakovic
- 9. @estojakovic
- 10. @estojakovic
- 11. @estojakovic
- 13. 7 UX Myths Behavior Change
- 15. Behavior Change is only for changing lifestyle habits
- 16. Three strategies for behavior change 1. Support conscious action 2. Build habits (cue > routine > reward) 3. Cheat (defaults, etc.) SOURCE: “Designing for Behavior Change” Stephan Wendel @estojakovic
- 17. @estojakovic
- 18. @estojakovic Ask simple questions first
- 19. @estojakovic The Puzzle Switch Loove Broms and Karin Ehrnberger
- 21. Not everything that can be counted counts, and not everything that counts can be counted. -- Albert Einstein (but really it’s William Bruce Cameron) @estojakovic
- 22. Key Metrics: 1. Outcome 2. Action (avoid self-reporting) @estojakovic
- 23. @estojakovic
- 24. in-product = easier out-of-product = harder @estojakovic
- 25. Cheat (find resources) Build Testing Mechanism (A/B, “Data Bridge”) @estojakovic
- 26. Science of Behavior Change is fairly new
- 27. @estojakovic
- 28. @estojakovic
- 29. @estojakovic
- 30. It’s focused on getting people to do things they don’t want to do
- 31. @estojakovic
- 32. @estojakovic
- 33. Radar Speed Limit Signs
- 34. @estojakovic
- 35. @estojakovic
- 36. Behavior Change is owned by Behavioral Scientists
- 37. @estojakovic Behavioral Economics & Psychology Data Analysis Product Dev & UX Behavior Change
- 38. Good UX practices have long focused on how to enable users to take action @estojakovic
- 39. “Behavior is our medium.” -- Robert Fabricant @estojakovic
- 40. create behavioral plans (aka customer journey) MVA (Minimal Viable Action) @estojakovic
- 41. @estojakovic
- 42. @estojakovic Pre-conditions to Behavior Change “Designing for Behavior Change” -- Wendell
- 44. We assume that somehow users find us, love what we’re doing, and use our products whenever they want. @estojakovic
- 46. @estojakovic Pre-conditions to Behavior Change “Designing for Behavior Change” -- Wendell
- 47. @estojakovic
- 48. Giving users information will change their behavior
- 49. @estojakovic
- 50. @estojakovic
- 51. @estojakovic
- 52. @estojakovic
- 53. @estojakovic
- 54. How UX can use Behavior Sciences 1. Not just for habits 2. Has to be measured 3. Learn from new science 4. Not about trickery 5. UX should lead 6. Should try to predict 7. Use persuasion principles
- 55. …some useful resources KNOWING USERS “Thinking Fast and Slow” Daniel Kaneman “Nudge” Richard Thaler “Influence: Psychology of Persuasion” Robert Cialdini “Predictably Irrational” Daniel Ariely SETTING VISION “Designing for Behavior Change” Stephan Wendell DESIGN “Evil By Design” Chris Nodder “Seductive Interaction Design (Mental Notes)” Stephen Anderson “Design with Intent” Dan Lockton “Designing for Emotion” Aaron Walter “Designing for the Social Web – Joshua Porter TESTING “Measuring the User Experience” Tom Tullis
- 56. if everyone agrees on everything in a field then it's a dying field. -- bill buxton Change what we do. And what our users can do. @estojakovic
- 57. @estojakovic
- 58. …. @estojakovic
Editor's Notes
- How many people have ever built a wireframe? And how many people have ever been brought on to a project at the point wireframes were needed? I may have some ammunition for you if you’ve ever been brought in at those situations. The big Q to ask them: “What behavior are we trying to change?” And don’t let them say things like “sell more shit” “get them to use our shit” The beauty of this question is you have to answer the question knowing who we are reaching, what their current behavior is and what is the new behavior.
- How our Mind Works: - most times it’s on autopilot - even when not on autopilot, we seek to make things easier - simple obvious stuff matters
- in our life time we went from paper tickets to online tickets
- And in our lifetime we went from not paying fees to get on planes to paying fees.
- FOUR STAGES OF DESIGNING FOR BEHAVIOR CHANGE Understand How we make decisions CREAT action funnel Strategies for behavior change Discover Outcome Actor Actions Design Behavioral Plan User Stories Interface Designs Product Refine Changes and measurements Insights and Ideas Impact and Assessment
- I am wearing a heart rate monitor during this presentation for 2 reasons. To see what happens to my heart rate during this presentation. Clearly I still get nervous To make a point but I will wait to tell you what it is at the end. If you are interested, I will tweet out the chart of my heart rate during this presentation. Find me at @estojakovic
- Randomized control groups (A/B testing) You’ll need statisticians Experiments driving better = show videos, instructional, etc. but actually driving better? more likely to be a better driver if watch video data bridge: cheat (see stats in other research) or build it yourself
- Randomized control groups (A/B testing) You’ll need statisticians Experiments driving better = show videos, instructional, etc. but actually driving better? more likely to be a better driver if watch video data bridge: cheat (see stats in other research) or build it yourself
- we are all about testing and learning, now it’s never been more important
- TACTICS TO REDUCE BARRIERS TO TAKE ACTION (p178) CUE - need something to cross your mind . tell user what action it is (follow me) . make it clear where to act (we can, not read) . clear distractions REACTION – how do I respond to cue . make it look great . deploy social proof . display strong authority on subject . be authentic and personal EVALUATION .Make associations for them . loss aversion . use peer comparisons . use competition . avoid cognitive overload . avoid choice overload . avoid paying people to do things ABILITY – abilty to achive . default everything . visualize people taking the action . cheat (choose route with less work) . Peer comparisons TIMING . remind prior commitment to act . make commitment to friends . value present more than future . make reward scarce
- Stephen P. Anderson