STARFISHING FOR DESIGN: IDENTIFYING PATHS TO A BEHAVIORAL OUTCOME

Cristina Leos

(cristina.leos1@gmail.com)

Stanford University

Brainstorm, Brainstorm, Brainstorm

When designing for a behavioral outcome, it’s important to consider a broad array of paths that could get someone to the target behavior.

This is a simple brainstorm exercise identifying 6 ways to get an individual to perform my target behavior, also known as Starfishing

Target: Get Lily to buy soymilk

Path #1Lily goes grocery

shopping

Lily tries sample of soy milk

Lily likes the taste of the sample

Lily buys soy milk

Target: Get Lily to buy soymilk

Path #2Lily reads weekly

grocery sales

Lily sees proceeds from buying soy milk benefits

her favorite charity

Lily buys soy milk

Target: Get Lily to buy soymilk

Path #3Lily sees a PETA

commercial on TV

Lily visits the PETA website

Lily signs a pledge to become a vegan

Lily buys soy milk

Target: Get Lily to buy soymilk

Path #4Lily joins the Cookies &

Milk club at Stanford

Lily takes charge of buying milk and cookies

(Some members are lactose intolerant)

Lily buys soy milk

Target: Get Lily to buy soymilk

Path #5Lily likes to bake

Lily decides to bake a vegan cake

Lily buys soy milk

Target: Get Lily to buy soymilk

Path #6Lily reads the

newspaper regularly

Lily reads an article on the benefits of

soy milk

Lily buys soy milk

Design Options

Each path is different and presents a unique opportunity for design.

Having options lets you get creative and expand the reach of your design.

So starfish now and

improve your design!

Want to learn more about

starfishing or behavior design?

Comment below

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