1.
Meaningful Experiences:
Meaningful Innovations for Behavior Change
MA in Design for Sustainability
Najmeh (Naz) Mirzaie
Professor Scott Boylston
MA In Design for Sustainability> Final Presentation> May 30th 2012> Page 1

2.
Sustainability represents not so much an
"
environmental crisis, but a crisis of meaning;
it prompts us to reassess many of our most
fundamental assumption, and to re-examine
and change our approaches."
Stuart Walker
MA In Design for Sustainability> Final Presentation> May 30th 2012> Page 2

3.
Design for
Sustainable Behavior
(DfSB)
MA In Design for Sustainability> Final Presentation> May 30th 2012> Page 3

4.
Design for
Sustainable Behavior
(DfSB)
MA In Design for Sustainability> Final Presentation> May 30th 2012> Page 4
New
Customers

5.
Design for
Sustainable Behavior
(DfSB)
MA In Design for Sustainability> Final Presentation> May 30th 2012> Page 5
New
Customers
Meaningful
Experiences

6.
Research Questions
• What are the different behavior change strategies and frameworks?
• What is experience and what are the influencing factors in creation of an
experience?
• What is a meaningful experience?
• How behavior change strategies might be connected to design process?
• How behavior change has been used as a innovative strategy among
companies?
• How might meaningful experiences inspire users interactions with products
toward reducing products’ environmental and social impacts?
MA In Design for Sustainability> Final Presentation> May 30th 2012> Page 6

7.
Design for
Sustainable Behavior
(DfSB)
New
Customers
Meaningful
Experiences
Explore Concepts
• Persona Definition
• Concept Sketching
Frame insights
• Observation to Insights
• Insights Sorting
Frame Solutions
• Morphological Synthesis
• Concept Linking Map
Know people
• Research Participants Map
• Research Planning Survey
Realize Offerings
• Platform Plan
• Innovation Brief
Know Context
• Publication Research
• Subject Matter Interview
Sense Intent
• Key Facts
• Ten Types of Innovation
• Intent Statement
MA In Design for Sustainability> Final Presentation> May 30th 2012> Page 7

8.
Title
Author
Rating
Source
Summary
Exploring behavioral
psychology to support
design for sustainable
behavior research
Johannes
Zachrisson* and
Casper Boks
***
Norwegian University
of Science and
Technology
Design behavior Intervention
)Model DBIM
Design for sustainable
behavior: strategies
and perceptions
Debra Lilley
**
Department of Design
and Technology,
Loughborough
University
Interventions which raise
awareness by drawing attention
to a problematic behavior were
seen as more acceptable and
empowering. (These interventions,
many felt, would encourage
behavior change without reducing
the user’s ability.
Design for Socially
Responsible behavior
: A Classification
of Influence Based
on Intended, User
Experience
Nynke Tromp, Paul ***
Hekkert Peter-Paul
Verbeek
Delft University of
Technology
Design issue
Design for Socially Responsible
behavior can happen based
on Influence on Intended User
Experiences in four categories:
1.Strong and apparent (Coercive
and forced):
2.Apparent and weak (persuasive)
3.Weak and Hidden (Seductive and
Tempting) Optimal conditions for
specific behavior
4.Hidden and strong (Decisive)
Making Meaning
Steve Diller & et al
New Riders publishers
The book considers
accomplishment, beauty, creation,
community, duty, Enlightenment,
freedom, harmony, justice,
oneness, redemption, security,
truth, validation, and wonder as
Meaningful Experiences.
MA In Design for Sustainability> Final Presentation> May 30th 2012> Page 8
**

9.
4
Publication Research
Behavior change
5
6
1
3
2
1. Sense Intent
2. Know Context
Intangible
Tangible
**
Norwegian University of
The Stages of Change
Model
One of the most significant
models of health behavior
change that proposes
strategies or processes to
assist someone through
the stages of change.
Planned behaviors
UC Berkeley
Health Apps
Sustainable decision is
based on whether person
is in favor of doing the
behavior, the amount
of social pressure, and
whether he/she in control
of the action.
Promoting sustainable
behavior needs attention
attraction, persuasive
messages, fostering
strategies, consistent
delivery, and careful
consideration of audience.
To affect behavioral
change using a website
or application, designers
should consider these
steps: determining the
target behavior, selecting
a trigger, and testing that
trigger.
Science and Technology
The Models in Real Life
Social cognitive theory
CBSM
Stanford Tech. Lab
Unilever
Triggers raise
environmental awareness
and need tools to invoke
actions in customers.
When a change occurs,
it definitely requires
maintenance to reach to
meanings level.
It is relevant to health
programs and stresses
on importance of
environment, behavioral
capability, and situation
in people patterns of
acquiring and maintaining
behaviors.
It is about elegant and
practical moves toward
sustainable practices
adoption.
Simplicity, hot triggers,
and daily habits are the
most significant factors to
be considered in behavior
change and daily habits
are the most powerful
factor.
“Successful change comes
from a real understanding
of people.” Five Levers
for Change are: Make the
behavior understood,
easy, desirable, rewarding,
and a habit.
Maslow’s Hierarchy of
Needs
The ABC behavior
Minnesota P.C. Agency
Frogdesign
Brunel University
The environment directly
influences the behvaior
and results in a
consequence. Design can
influence the way people
behave by shaping the
environment they function
within.
For changing behaviors
a program need to make
sustainable behavior the
social default, emphasize
personal relevance,
expose information,
create opportunities and
positive visions.
People have Selfactualization and
transcendence needs
that are characterized by
problem solving, personal
growth, and the ability to
have peak experiences.
MA In Design for Sustainability> Final Presentation> May 30th 2012> Page 9
•
•
•
•
•
Don’t bombard users
with data
Consider the gaming
experience
Convenience and
comfort are keys
Icons are important
...
Comprehensive action
determination model
suggests individual,
sustainable behavior is
directly determined by
intention, habits, and
situation.
The changing behaviors
strategies are related
to three types of users:
Pinballs (They don't
care!), Shortcuts ( They
prefer an easier option.),
and the thoughtful (They
have high motivations).
Design with Intent
It is a toolkit that
suggests 8 enabling lens
of Architectural, Errorproofing, Interaction,
Lusic, Perceptual,
Cognitive, Machiavellian,
and security influence
users' behaviors.
Loughborough
University
Seven design
interventions that in order
a user lose her/his control
to a product: information,
choice, feedback, spur,
steer, technology, and
clever design.
* Delft University of
*
Technology
Choosing behavior
change strategies should
be based on intended
users' experiences.
7

10.
4
Deeper look
Behavior change
3
1. Sense Intent
2. Know Context
Design behavior Intervention Model (DBIM)
Design strategies were introduced based
on intended user experience
MA In Design for Sustainability> Final Presentation> May 30th 2012> Page 10
6
1
2
Design for Sustainable behavior (DfSB) is an emerging
activity under the banner of sustainable design which
aims to reduce products’ environmental and social
impact by moderating how users interact with them.
Delft University of Technology
5
Loughborough University
7

11.
4
Publication Research
Meaningful Experiences
5
6
1
3
2
1. Sense Intent
2. Know Context
Intangible
Experience Des. Cards
These cards are design
tools help designers address
experience issues when
developing products,
services, and events.
Tangible
Sustainable by Design
A sustainable solution can
be understood as one that
possess enduring value in
terms of its meanings and
characteristics.
* * Delft Universty of
Technology
“Inscriptions,” refer to the
effects on user’s actions
intended by the designer,
from “prescriptions,” which
concern the actions a
product allows the user.
Stanford Tech. Lab
Users experience three
levels of satisfaction
related to cost and benefit
they get in interactions
with products.
* *Making Meaning
It is essential to encourage
customer's to participate
in co-creation experiences
that will results in deeper
user connections to the
product and company.
MA In Design for Sustainability> Final Presentation> May 30th 2012> Page 11
7

12.
4
Deeper Look
Meaningful Experiences
5
6
1
3
2
1. Sense Intent
2. Know Context
Function: Does this do what I need?
Price: Does this do what I need at the
price that worth it?
User product interaction
Emotion: Does this make me feel
good?
Meaning: Does this fit to my world?
User
Product
aesthetic
meaning
Meaning
emotional
The significance of
an experience
Delft University of Technology
MA In Design for Sustainability> Final Presentation> May 30th 2012> Page 12
Nathan Shedroff
7

13.
4
Deeper Look
Meaningful Experiences
5
6
1
3
2
1. Sense Intent
2. Know Context
Accomplishment
Beauty
Justice
Oneness
Creation
Redemption
Community
Security
Duty
Enlightenment
Freedom
Truth
Validation
Wonder
Nathan Shedroff
"Making Meaning"
MA In Design for Sustainability> Final Presentation> May 30th 2012> Page 13
Harmony
7

14.
4
5
6
Case Studies
1
3
2
1. Sense Intent
2. Know Context
MA In Design for Sustainability> Final Presentation> May 30th 2012> Page 14
7

15.
• Save Brand image through supply chain
• Concentration on experience and context
• Identity creation
• Consistent touch points
• Nike foundation
Accomplishment
Beauty
Freedom
MA In Design for Sustainability> Final Presentation> May 30th 2012> Page 15
• Unique experiences
• Trust
• Harmony between all the touch points
• Identity creation
• Transparency
Beauty
Oneness
Enlightenment

16.
• Transparency
• Information & education
• Community activities
Save Brand image through • User generated context
• Unique experiences
supply chain
• Trust
• Consistent touchpoints
Concentration on experience and context
• Harmony between all the touch points
• Entire product life cycle from
Identity creation
• Identity creation
Consistent touch points
employee to material and • Transparency
packaging
•
•
•
•
•
• Nike foundation
Accomplishment
Beauty
Freedom
MA In Design for Sustainability> Final Presentation> May 30th 2012> Page 16
Beauty
Oneness
Enlightenment

17.
4
5
6
Subject Matter Interview
1
3
2
1. Sense Intent
2. Know Context
Cari Clark Phelps
Michael Felix
Designer and Creative
Director
Salaciasalt
Savannah, GA
Professor of Interaction
and Industrial Design
SCAD
Savannah, GA
MA In Design for Sustainability> Final Presentation> May 30th 2012> Page 17
Bob Fee
Professor of Design
Management, SCAD
Savannah, GA
Robert Bau
Professor of Service Design
SCAD
Nathan Shedroff
The chair of CCA's MBA in
Design Strategy
One of the pioneers of
experience design
7

18.
4
5
6
Subject Matter Interview
1
3
2
1. Sense Intent
2. Know Context
• Cohesive narratives for customers
• It’s how we view the world that sets the most
resonant tone for how we behave and what
we believe.
• A brand needs to act consistently and
transparently in order to build trust and forge
strong relationships.
Cari Clark Phelps
Designer and Creative
Director
Salaciasalt
Savannah, GA
• Michael Felix
Information isBob Fee
all about the right time and
Robert Bau
Professor of Design
Professor of Interaction
Professor of Service Design
Management, SCAD
and context.
Industrial Design
SCAD
SCAD
Savannah, GA
• Savannah, GA
Engaging emotional and being consistent in
communications can help in attracting loyal
customers.
MA In Design for Sustainability> Final Presentation> May 30th 2012> Page 18
Nathan Shedroff
The chair of CCA's MBA in
Design Strategy
One of the pioneers of
experience design
7

19.
4
5
6
Subject Intent Statement
Matter Interview
1
3
2
1. Sense Intent
2. Know Context
Today, many responsible companies have built their
knowledge to fully incorporate the natural environment
into their business framework. These evolutionary
corporations comprehend that competitive advantage
requires sturdy development of environmentally
restorative products, services and systems (Nattrass &
Altomare, 1999). These corporations demand designers who
are aware of tWheir responsibilities.
Despite the significant of sustainable life cycle thinking,
current market more than ever in the history of design,
has created enormous pressure on innovation that
resulted in competitive atmosphere, conspicuous
consumption patterns, and obsolescent relationships
between users and their possessions.
Therefore, changes in user’s behaviors and habits
could also create unbelievable and impressive results
in protecting our natural resources. According to
University of Delft, the user experience of products and
services is an important factor in the user motivation
to alter his or her behavior. Creating desirable and
meaningful experiences require innovative engagement
and valuable relationship between user and products.
Consequently, this project will identify
and address opportunities to incorporate
consumers’ needs and behaviors at a deeper
level in design process and raise users ‘
awareness about sustainable choices. There
is opportunity for designers to develop
strategies and frameworks for creation
of more social and active collaboration
between consumers, their communities and
trusted brands. Companies that are able to
operate at greater levels of transparency and
responsiveness to their consumers’ desires will
perceive improved brand image. (Senge, & et al, 2008)
Nattrass, B., Altomare, M., (1999) The Natural Step for Business; Wealth, Ecology, and The Evolutionary Corporation, New Society Publishers, Canada
Senge, P., & et al, (2008) The Necessary Revolution; Working together to Create a Sustainable World, Broadway Books, New York.
MA In Design for Sustainability> Final Presentation> May 30th 2012> Page 19
7

20.
+ Awareness
4
5
6
Research Participant Map
Infectious Agent
Enthusiastic
Explorer
Greener
1
3
2
3. Know People
-
+ Knowledge
-
Active
Greener
Enthusiastic
Explorer
Infectious Agent
Individual
Collective
Inactive
MA In Design for Sustainability> Final Presentation> May 30th 2012> Page 20
7

21.
4
5
6
Research Participant Map
1
3
2
+ Awareness
3. Know People
Infectious Agent
Enthusiastic
Explorer
Greener
rs
-
me
+ Knowledge
w
Ne
to
us
C
-
Representing 30 percent of U.S. Population, New
Customers bridge the gap between very green
and more mainstream consumers. By empowering
these group and providing meaningful experiences,
they can be ambassadars of behavior change.
Active
Enthusiastic
Explorer
Infectious Agent
Individual
Future of Brands Presentation, Sustainable Brands, 2011
Collective
Greener
Inactive
MA In Design for Sustainability> Final Presentation> May 30th 2012> Page 21
7

22.
4
5
6
Research Participant Map
1
3
2
+ Awareness
rs
me
w
Ne
Infectious Agent
Enthusiastic
Explorer
to
us
C
Greener
-
+ Knowledge
Representing 30 percent of U.S. Population, New
Customers bridge the gap between very green
and more mainstream consumers. By empowering
these group and providing meaningful experiences,
they can be ambassadars of behavior change.
Future of Brands Presentation, Sustainable Brands, 2011
-
Active
Enthusiastic
Explorer
Infectious Agent
Individual
Collective
. Greener than Ever
. More Motivated
Greener
. Bullish on the Future
Inactive
MA In Design for Sustainability> Final Presentation> May 30th 2012> Page 22
3. Know People
7

23.
4
5
6
Research Planning Survey
1
3
2
3. Know People
Emotional
connections
15%
I support brands that support social
and environmental causes.
I pay more for products with social and
environmental benefits.
Function
I avoid products/brands that have
social and environmental damages.
Price
71%
44%
I often try to repair, make, or reuse
instead of buying new products.
I encourage others to buy from environmentally
and socially responsible companies.
Alignment
with your
personality and
style
I think I should consume less to
protect our nature.
0 5 10 15 20 25
Which criteria most strongly
describe you?
MA In Design for Sustainability> Final Presentation> May 30th 2012> Page 23
59%
Which of the following qualities often
have the strongest effects on your
purchasing decisions? (pick two)
7

24.
4
5
6
1
3
2
3. Know People
Emotional
connections
15%
Trusted criteria for a company's sustainability claims (three choices):
• Creates innovative and sustainable products and services
I pay more for products with social and
• Actively engages their customers in the research, design, and development
environmental benefits.
process
I avoid products/brands that have
Function
• Measures and demonstrates positive social and environmental impacts
social and environmental damages.
44%
I often try to repair, make, or reuse
Favorite brand encouraging role in adopting environmentally and socially
instead of buying new products.
beneficial habits
I encourage others to buy from environmentally
Alignment
and socially responsible companies.
• Provide thorough sustainability information
with your
I think I should consume less to
personality and
protect our •
nature.Make desirable behaviors more convenient
style
• Provide feedbacks about the environmental and social consequences of
59%
your behavior10 15 20 25
0 5
I support brands that support social
and environmental causes.
Which criteria most strongly
describe you?
MA In Design for Sustainability> Final Presentation> May 30th 2012> Page 24
Price
71%
Which of the following qualities often
have the strongest effects on your
purchasing decisions? (pick two)
7

25.
4
5
6
1
3
2
7
4. Generate Insights
The new product’s ability to break old habits will
be related to the novelty of the interaction with the
product. S
Designing for use we should consider, usability,
simplicity, accessibility, and meaning. M
Although the design of the product can form the
circumstances to trigger change, the context of the
behavior is often hard to control. S
The goal of any behavior change program should be
creation of self-actualized and self transcendence
people or self-resilience ambassadors who feel
responsible to help others and spread the change. D
Product interventions can be accepted, if the target
behaviors are already socially accepted as norms. C
S
Insights and Insight Sorting
MA In Design for Sustainability> Final Presentation> May 30th 2012> Page 25
Strategy
Design
process
D
M
Meaningful
experiences
Strategies
Criteria
C

26.
4
5
6
1
3
2
Explic
it
Functio
nal
Implic
it
Posses
s dura
ble
nctiona
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items
and fu
Feel or
ganize
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and cr
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Experi
en
his pe ce goals Fu
rsonal
ity and nction, besi
des alig
style.
Life Sty
nmen
le Zac
Conne
t with
sustain
h is sa
ct to a
tisfied
able b
comm
about
e
to oth
unity w
his pe
er gro haviors, but
ith
Feel su
similar
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up wit
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pporte
values
h sim
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and en
co
joy da
he car his skills in sp ilar beliefs
ily life
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He love emental, fr
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ions. S
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and en of and mak eer that he
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MA In Design for Sustainability> Final Presentation> May 30th 2012> Page 26
7
5. Explore Concepts
I think
comm without th
sustain unities the e strong
will no ability, pro other parts
fit
o
t be ac
hieved and planet,f
.
Emotio
nal
Zach,
28 Infe
ctious
Single
Agent
,S
Savann tudent at SC
AD
ah, GA

27.
4
5
6
1
3
2
7
5. Explore Concepts
Reframe
It is not about
It is about
Product
Product Service
Systems
Ownership
Access
Persuasion
Empowerment
Value based on
message
Value based on
meaning
Value embedded
within a product
Value co-created
with customer in
the context of their
lives
MA In Design for Sustainability> Final Presentation> May 30th 2012> Page 27

28.
4
5
6
1
3
2
7
6. Frame Solutions
7. Realize Offerings
1
2
3
behavior
CHANGE
mEANINGFUL
eXPERIENCES
dESIGN
PROCESS
6
5
4
Brand
CRITERIA
MA In Design for Sustainability> Final Presentation> May 30th 2012> Page 28
Product
CRITERIA
STRATEGIES

29.
1
2
3
behavior
CHANGE
mEANINGFUL
eXPERIENCES
dESIGN
PROCESS
6
5
4
Brand
CRITERIA
Product
CRITERIA
STRATEGIES
Attracting attention
Essential factors
Habits
Successful behavior change
begins with unique and
memorable ways of attracting
attention. Contemporary
advertising techniques can be
applied, from surprising the
audience to the novelty of the
context, and emotional triggers.
The ensuing results stand out,
creating durable, long lasting, and
recognizable memory.
Motivations (intentions), ability
(control), and opportunity/triggers
are required to illicit the adoption
of new behaviors. This project’s
primary target group— infectious
agents—require a trigger, while
enthusiastic explorers—the
secondary target groups—require
the ability as well as the trigger.
Awareness, consideration, and
practice are three steps in adopting
new habits. Efficiency and
convenience are strong elements
in attracting attention to new
behaviors. People cycle in and out
in adopting new habits, so any
behavior change program requires
constant delivery and augmenting
programs.
Context
Triggers
Promotions
Intention, habit, and context are
the three primary influencing
elements of behavior change, with
context possessing the strongest
influence. Context defines our
daily habits. Elements within any
system— connections, social
norms, rules, environment, trends
and market conditions— all inform
this context.
In designing triggers, two factors
should be considered: interaction
between customer and touchpoint;
and aesthetic and emotional
nature of these interactions.
Triggers can be associated with
sensible influences: emotional ties,
status associations, and personal
identifiers that have increasingly
stronger effects, and are harder to
achieve.
1. Thorough understanding of the
engaged customers
2. Right time, place, and context
3. Supporting social norms
4. Smart and informed changes in
the default context
5. Systematic and holistic solutions
6. Engaging storytelling
7. Reciprocation
MA In Design for Sustainability> Final Presentation> May 30th 2012> Page 29

30.
1
2
3
behavior
CHANGE
mEANINGFUL
eXPERIENCES
dESIGN
PROCESS
6
5
4
Brand
CRITERIA
Product
CRITERIA
STRATEGIES
Customer's value
Needs
Collective consumption
Meaningful experiences can
happen when a customer has
a visceral connection as she/he
interacts with a product service
system that mirrors her/his values.
These needs should be satisfied
in a meaningful experience
that, in ascending order, have
a stronger effect: aesthetic,
sensibilities, social acceptance,
self-esteem, and personal
growth.
A product with ability to connect
to the existing meanings
of customers’ lives has the
potential to create sustainable
behavior, and results in creative
consumption patterns.
Unified system
Required criteria
Usability
Meaningful experiences engage
customers through a unified
system of touchpoints that evokes
a constant sense of integrity and
familiarity to people’s perspectives
of the world.
Creating meaningful experiences
for behavior change require
motivations, awareness, insightful
triggers and strategies based on
the context and the level of user
intentions.
Ease of use, effectiveness, and
efficiency are three aspects
of usability which enhance
a user's goal attainment,
resulting in positive emotions,
and meaningful experiences.
Beauty is a critical factor in
usability assessment because
an individual's like or dislike of a
particular product is affected by
perceptions of beauty.
MA In Design for Sustainability> Final Presentation> May 30th 2012> Page 30

31.
1
2
3
behavior
CHANGE
mEANINGFUL
eXPERIENCES
dESIGN
PROCESS
6
5
Brand
CRITERIA
Product
CRITERIA
4
STRATEGIES
1. Know the
people & context
Systematic
Immersion
4. Delivery &
constant refinement
Design for behavior
change is an iterative,
transparent, and
collaborative process
that requires a holistic
view and systematic
considerations.
Decision &
Offerings
MA In Design for Sustainability> Final Presentation> May 30th 2012> Page 31
2. Opportunities,
motivations & scope
Analysis
3. Strategy, co-design,
&iterative prototyping
Synthesis,
Simulation
& evaluation

32.
1
2
3
behavior
CHANGE
mEANINGFUL
eXPERIENCES
dESIGN
PROCESS
6
5
Brand
CRITERIA
Product
CRITERIA
4
STRATEGIES
Social
norms
Social
attraction
Creativity
Script
Badges
Causes
Commitment
tive n
rea
C
ptio
um s
s
con ttern
pa
Identity
Playfulness
Storytelling
Games
Prompt
Pattern
recognition
Goal base
& tailoring
Tracking
Delight
s
n
atio
ic
mun
Social
networking
Com
Usability
Emotions
Create action
tendency
Attract
attention
ng
ardi
Rew
s
Gift
ent
Engagem
Membership
Feedback
Control
Co-de
Transparency
sign
DIY
Incentive
Adoptability
Personal
possessioness
Suggestion
Steering
Key consideration
Strategy
Tactic
MA In Design for Sustainability> Final Presentation> May 30th 2012> Page 32

33.
Ea
s
ss
Communication
e
ta
ea
p
Re
of
oll
ow
Strategies in different touchpoints
u
Status
association
Social Norms
Feedback
Positive
Prompts
Usability
Strategy criteria/Tactic
Sample of behavior
change strategies in
different touchpoints
le
ab
Script
Reinforcement
Storytelling
Feedback
am
ica
iar
nd
of a
ty cy
rie uen e
Va eq nc
fr sse
e
t
ien
en
nv
Co
term
Long tenance
main
Clear
Adju
sta
resp ble to
onse
s
t
Et
h
l identification
Fam
il
Dir
ec
Information
providing
Prompts
Execution
e
str
Up
ib
an ility
d of
re u
su se
lts
Support and
support by the
context
Adoptability
Track system
Suggestions
MA In Design for Sustainability> Final Presentation> May 30th 2012> Page 33
Social
diffusion
Co-creation
Self-monitoring
Vi
s
ution
xec
Strategies that are related to
all the touchpoints.
ng
rdi
wa
Re
Promotions
After
exe
c
ient
Be
n
tio
e
re
fo
Commitment
Effi
c
e
bl
Membership
yt
tifi
Jus
Pl
ay
fu
ln
e
bl
Sim
ple
t
ten
sis
ira
Unde
rstan
dable
Forgiveness
ing
ett
al s
Go
n
Co
D
es
l

34.
Ea
s
P
Pllay
ayu
f
flu e
n
ln s
s
es
s
Communication
Communication
bl
e
of
oll
ow
Strategies in different touchpoints
u
Status
association
Social Norms
Feedback
Positive
Usability
Strategy criteria/Tactic
le
ab
Sample of behavior
change strategies in
different touchpoints
Prompts
Prompts
Feedback
Execution
am
Feedback
Et
h
ica
d
t
en
iar
term
Long tenance
main
Clear
Adju
sta
resp ble to
onse
s
Information
Information
providing
providing
n
of a
ty cy
rie uen e
Va eq nc
fr sse
e
l identification
Fam
il
Dir
ec
ti
en
ien
ev
onn
Cnv
Co
ib
an ility
d of
re u
su se
lts
Script
Reinforcement
e
str
Up
Vi
s
Support and
support by the
context
Adoptability
Adoptability
Track system
Suggestions
MA In Design for Sustainability> Final Presentation> May 30th 2012> Page 34
Social
diffusion
Co-creation
Self-monitoring
Storytelling
Storytelling
ution
xec
Strategies that are related to
all the touchpoints.
ng
rdi
wa
Re
Promotions
After
exe
c
ient
ta
ea
p
Re
Be
n
tio
e
re
fo
Commitment
Effi
c
e
bl
Membership
Membership
yt
tifi
Jus
Sim
ple
t
ten
sis
ira
Unde
rstan
dable
Forgiveness
ing
ett
al s
Go
n
Co
D
es
l
t

35.
1
2
3
behavior
CHANGE
mEANINGFUL
eXPERIENCES
dESIGN
PROCESS
6
5
Brand
CRITERIA
Product
CRITERIA
1. Empower
2. Expand
3. Connect
4
STRATEGIES
Respect safety of environment,
workers, & customers
Expose the resources use &
embodied resource efficiency
Create usable & environmental friendly
interactions (Human-centered Eco-design)
Be part of a product service system
Avoid functional, aesthetic, & technological
obsolescence (Durability)
Support with customers’ values
Create emotional & aesthetic
engaging experiences
Provide tangible incentives
Connect customers with peers with
shared values
Respond to customer behvaior changes
ethical, trustful, & transparent
lifecycle such as intent & outcomes
Create benefits for local communities
(Provide feedback in real time)
Provide tangible & measurable outcomes
justifiable performance & criteria
Respect cultural diversity
Create healthy habits
Enhance customers knowledge
Connect individual & social concerns
Be economically viable
Fit in customer personality & lifestyle
Collective consumption (Repair, remake, reuse,
MA In Design for Sustainability> Final Presentation> May 30th 2012> Page 35
(Produced & maintained locally)
share & exchange instead of buying new products)

36.
1
2
3
behavior
CHANGE
mEANINGFUL
eXPERIENCES
dESIGN
PROCESS
6
5
Brand
CRITERIA
Product
CRITERIA
4
STRATEGIES
Transparent
communications
Visible life cycle thinking,
honest measuring
and demonstrating of
environmental and social
impacts, loyalty in initial
claims, and constant
enhancement of customer
knowledge will result in
invaluable trust.
Meaningful identity
Meaningful identity and
sense of membership
among customers can be
generated by addressing
shared values in different
touchpoints.
MA In Design for Sustainability> Final Presentation> May 30th 2012> Page 36
Reframed experiences
The focus should shift
from products to the
experiences and context
through consistent
product service systems,
and meaningful
storytelling in a unified
system of touchpoints.
Enhanced empathy
&social efforts
Efforts should be
commenced from the
brand itself with creating
or enhancing corporate
social responsibility and
then investing in social
innovation projects and
working closely with
related organizations.
Sustained meaningful
innovations
Concentration on
product service systems,
collaboration consumption
patterns, green
innovations, and enriching
sustainable strategies
(reduce, reuse, recycle,
& restore) are among the
guidelines in this category.
Self-evolving communities
Through consumer
collaborations,
user-generated contexts,
fostering powerful
leadership and infectious
agents, companies can
assist in creation of
resilient communities.

37.
Sense of
membership
Fostering powerful
leadership and
infectious agents
Addressing shared
values in different
touchpoints.
Enhancing
corporate social
responsibility
Meaningful
identity
Consumer
collaborations
Enhanced
empathy &social
efforts
Self-evolving
communities
Meaningful
experiences
for
behavior
change
Constant
enhancement
of customer
knowledge
Loyalty in initial
claims
Sustained
meaningful
innovations
Transparent Communications
Reframed
experiences
Visible life cycle
thinking
Product service
systems
Storytelling
Collaboration
consumption
patterns
MA In Design for Sustainability> Final Presentation> May 30th 2012> Page 37
Green
innovations

38.
Sustainable living in organizations
In bringing sustainable behaviors to these complicated
systems, the designer could apply the principles of
living systems in eco-systems, which are the basis of
sustainability.
• Strong sense of community and collective identity
around common values
• Openness to the outside world
• The most effective way to enhance an organization’s
sustainable learning potentials is to support and
strengthen its communities of practice.
MA In Design for Sustainability> Final Presentation> May 30th 2012> Page 38

39.
Thank you
MA In Design for Sustainability> Final Presentation> May 30th 2012> Page 39