Behavioural Lenses: How to Design for Behavior Change? Marieke Zielhuis

Marieke Rietbergen Sander Hermsen

Sander Hermsen

Habitsandimpulses

Knowingandbelieving

SeeingandrealizingWan8ngandbeingableto

Doingandpersis8ng Behaviour

Change

Habitsandimpulses

Habitsandimpulses

Knowingandbelieving

Seeingandrealizing

Wan8ngandbeingableto

Wan8ngandbeingableto

Doingandpersis8ng

Habitsandimpulses

Knowingandbelieving

SeeingandrealizingWan8ngandbeingableto

Doingandpersis8ng Behaviour

Change

www.touchpoints-hu.nl

Marieke Rietbergen

Garbage in the apartmentBehavioural insights and separting garbage in apartments September 2015

For:

National Program consists of eight actions- circular design- sustainable consumption- improve division and collection of separated garbage- divert policies - garbage towards circular economy- set up chains and streams for specific garbage - fractions- developing financial and market incentives - connect knowledge and education - circular economy- develop easier indicators and marks.

From garbage to material - van afval naar grondstof

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By Rob Maslin - We All Design

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Assignment and team

What happens behind the front door?

Aim: gain insights in behavioral determinants to (not) separate garbage as inspiration for the next stage (developing pilots).

Collaboration: DIG, Ideate and behavioural experts from HU and TU/e.

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Aim 2020

The percentage categorized was-te needs to rise from 50% --> 75%.

People in apart-ments have 150 kg more uncategorized waste pppy compa-red to people living in houses on the ground floor.

Currenlty there is an average of 250 kg uncategorized was-te pppy. The aim (of our governments) is that by 2020 we have only 100 kg unselected garbage pppy.

Interviewees

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Apartments interviewees

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Interviewees Utrecht

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Interviewees Rotterdam

Behaviour behind the scene

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Weird & wonderful: the fruitflies killer

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Weird & wonderful: ‘We made a room for our garbage’

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Weird & wonderful: steps for ladies and 55+

paper = clean glass = satisifying sound plastic = volumeuncategorized = waste small chemicals = dangerousperishables = dirty

Garbage brings emotion

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Uncategorized waste

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Perishables

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Plastic

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Paper

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Glass

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Small Chemical Garbage

Through the lenses Understanding behavior - building blocks

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What we saw, using the lenses Habits and impulses

Knowing and believing

Seeing and RealisingWanting and being able to

Doing and Persisting

Opportunities to break/strengthen habits - break: habit of throwing away paper, plastic - strenghten: structure, recognition of material

Urban legends- Knowing what the ‘goal behaviour’ should be- Expand knowledge (on categorizing, meaning and usefulness)- Knowing and believing that one can make a difference

No personal feedback, no social feedback- Realising amount of paper/ plastic in unselected trash- Receiving personal & instant feedback- Realising when current behaviour is different than the goal behaviour- Follow role models

Lot of (perceived) obstacles + every city has a different strategy- Made easier, more fun. Not so serious, favorite trash.- Should be a no-brainer to not separate

It is easy to stop, or becomes sloppy- Garbage needs to feel valuable for somebody- Bring structure in garbage behavior

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Little empty bin in front of the big buildinglonely smelly stink

User perspective is vital in behaviour change for circular living. Behavioural lenses offer a framework to assess user perspective. Garbage separation is a chain of different behaviours. If we want to change behaviour through interventions we need rich solutions. Using the framework with the behaviour lenses provide designers a basis to discuss what we see.