digital persuasion and behavior change

SapientGovernmentServices

Digital Persuasion and Behavior ChangeDr. David Nickelson, Director, Digital StrategyRachel Weatherly, Manager, Marketing, Strategy & Analysis

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• How do we persuade?• Optimizing persuasion• Bridging the Gap• Model in Action• Next Steps• Q & A

Agenda

How do we persuade?

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How do we persuade?

Message Vehicles• Websites• Mobile Apps• Online Ads• Wearables• Video Games• Radio• Paper• Graffiti

Influence Techniques• Educating• Advocating• Persuading• Recruiting• Coaching• Selling• Seducing• Coercing

Optimizing Persuasion2 Models Set the Stage

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Fogg Behavior ModelWith the right amount of MOTIVATION and ABILITY, the audience is more receptive to TRIGGERS that suggest a BEHAVIOR.

Where there is enough MOTIVATION and ABILITY for a TRIGGER to succeed is the ACTION LINE.

The catch? All three must be present at the same time to achieve success.

Motivation Meets Ability

Fogg Behavior Model, ©2007 BJ Fogg, behaviormodel.org

Moti

vatio

n

Ability

Behavior = Motivation + Ability + TriggerAction Line

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When the stars align, we can increase the odds of success by designing better TRIGGERS.

What happens when the stars don’t align?

Aligning the Stars


Moti

vatio

n

Ability

Action Line

Triggers succeed here

Triggers fail here

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Increase MOTIVATION using behavioral science and marketing.

Getting Across the Action Line


Moti

vatio

n

Ability

Action Line

Beha

vior

al S

cien

ce

and

Mar

ketin

g

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Increase ABILITY through user experiences that encourage capability and build confidence.



Moti

vatio

n

Ability

Action Line

Interactive Design

Beha

vior

al S

cien

ce

and

Mar

ketin

g

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Cugelman adds that Persuasive Design covers the remaining area, using technology to deliver TRIGGERS that cause behaviors.



Moti

vatio

n

Ability

Action Line

Interactive Design

Beha

vior

al S

cien

ce

and

Mar

ketin

g

Persuasive Design

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Cugleman applies persuasive design across 8 domains to improve TRIGGERS.

8 Domains of Influence

8. SOCIAL AND PHYSICAL CONTEXT

3. MEDIA

2. SOURCE MESSAGE

7. AUDIENCE FEEDBACK

1. SOURCE 5. AUDIENCE

4. MESSAGE EXPRESSION

4. MESSAGE INTERPRETATION

6. FEEDBACK INTERPRETATION

6. FEEDBACK EXPRESSION

Digital Behavior Change Toolkit, ©2015 Brian Cugelman, alterspark.com

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• Very thorough, but academic

• 76 discreet elements across 8 domains

• Generates lots of data points, but no structure for synthesizing

Cugelman’s Model

It’s a good start, but

doesn’t go far enough.

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Another Perspective


People already across the ACTION LINE only need a

TRIGGER

FACILITATOR(High motivation,

low ability)

SIGNAL(High motivation,

high ability)

SPARK(Low motivation,

high ability)

Behavioral Science, Marketing, and UX can

move many people across the line.

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Another Perspective


People already across the ACTION LINE only need a

TRIGGER

FACILITATOR(High motivation,

low ability)

SIGNAL(High motivation,

high ability)

SPARK(Low motivation, low

ability)

Behavioral Science, Marketing, and UX can

move many people across the line.

THE GAP:Alone, Behavioral Science and Marketing, nor UX can push

someone across this gap.

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Persuasive Optimization draws on behavioral science, marketing, visual design, and user experience to amplify the effects of all.

Bridging the Gap


Moti

vatio

n

Ability

Action Line

Influence and RelationshipsBridging the Gap

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When Relationships Are Strong, Influence Is Strong

Build Relationships

Strengthen Relationships

Amplify Influence

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The Relationship PathExerting the right influence at the right time in the relationship can help the relationship progress.But what’s the right influence?

Info

rmed

Awar

e Desir

ing

Confi

dent Inte

nt Actin

g

Mai

ntai

ning

Relationship Progress

Influ

ence

ReinforceReward

Call to ActionSupport

Build TrustConnect

Educate

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Amplify Influence

Strengthen Relationship

Build RelationshipIn

form

ed

Awar

e Desir

ing

Confi

dent Inte

nt Actin

g

Mai

ntai

ning

The Relationship Path

Relationship Progress

Influ

ence

ReinforceReward

Call to ActionSupport

Build TrustConnect

Educate

The Model in Action

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Before You StartAUDIENCE ACTION

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Audit In Layers

Build

Aware

Educate

Informed

Connect

Desiring

Build Trust

Strengthen

Confident

Support

Intent

Call to Action

Amplify

Acting

Reward

Maintaining

Reinforce

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• Establish the source’s identity.• Build authenticity and

credibility.• Reflect the audience to create

familiarity and similarity.• Appeal to users visually.• Help the audience know you

and make them like you.

Build Relationship

Build

Aware

Educate

Informed

Connect

Desiring

Build Trust

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• Present opportunities for interaction.• Create conversation and feedback

opportunities.• Create touchpoints and opportunities

for reinforcement using goal setting and commitments.

• Use reminders and prompts.• Employ sequential gifts/requests.• Lower personal barriers and friction.

Strengthen Relationship

Strengthen

Confident

Support

Intent

Call to Action

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• Make things easier with good IA, good UX, and plain language.

• Engage multiple senses to make experience more realistic.

• Collect data – responsibly – to allow for targeting, segmenting, personalization, tailoring, and timing.

• Frame messaging.• Reinforce desired behaviors.• Create sociological and psychological

context.

Amplify Influence

Amplify

Acting

Reward

Maintaining

Reinforce

Next Steps

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1.Model & materials posted to Vox early next week

2.Follow-up with us if you have questions3.Use the model to evaluate your digital

assets4.Send us feedback!

We Need Your Help

Questions?David [email protected] [email protected]

mailto:[email protected]




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