optimized persuasion: a tool for designers and developers

26
Sapient Optimized Persuasion: A tool for designers & developers Dr. David Nickelson, Director, Digital Strategy Rachel Weatherly, Manager, Marketing, Strategy & Analysis

Upload: rachel-weatherly

Post on 10-Feb-2017

96 views

Category:

Healthcare


0 download

TRANSCRIPT

Page 1: Optimized Persuasion: A tool for designers and developers

Sapient

Optimized Persuasion:A tool for designers & developersDr. David Nickelson, Director, Digital StrategyRachel Weatherly, Manager, Marketing, Strategy & Analysis

Page 2: Optimized Persuasion: A tool for designers and developers

2

Persuasion is everywhere.

Page 3: Optimized Persuasion: A tool for designers and developers

3

Engagement provides the focus and attention needed to build a relationship, strengthen it, and amplify influence.

Relationships are built on engagement, and the stronger the relationship the greater the potential influence and persuasion we have on an audience.

Influence leads to triggering action, affecting behavior, and maintaining compliance.

To persuade, we need influence.

Page 4: Optimized Persuasion: A tool for designers and developers

4

1. Maps dependencies between Engagement, Relationships, and Influence.

2. Provides a structured, strategic approach to building relationships, gaining influence, and driving action.

3. Overlays two related scientific behavior models with a streamlined, actionable model.

Optimized Persuasion

Page 5: Optimized Persuasion: A tool for designers and developers

5

Relationships and Engagement

Amplify Influence

Strengthen Relationship

Build Relationship

3 Relationship Phases

Page 6: Optimized Persuasion: A tool for designers and developers

6

Relationships and Engagement

Maintaining

Acting

Intent

Confident

Desiring

Informed

Aware

Zero State

8 Stages of Engagement

Page 7: Optimized Persuasion: A tool for designers and developers

7

Optimized Persuasion

Relationships yield influence.Engagement builds relationships.

The right engagement tactic delivered at the right stage of engagement will progress

a relationship to increase influence.But what’s the right tactic for which stage?

Page 8: Optimized Persuasion: A tool for designers and developers

8

Optimized PersuasionAmplify Influence

Strengthen Relationship

Build Relationship

Info

rmed

Awar

e Desir

ing

Confi

dent Inte

nt Actin

g

Mai

ntai

ning

Zero StateNo RelationshipNo Engagement

ReinforceReward

Call to ActionSupport

Build TrustConnect

EducateAttention

Engagement

Ove

rall

Influ

ence

Page 9: Optimized Persuasion: A tool for designers and developers

9

Getting to “Better”: 2 Dimensions of Applying the ModelIndividual Behaviors:Change within their daily lives.

“I want to …” Manage my diabetes. Increase my physical

activity. Improve my family’s

eating habits.

The core value is for individual.

Product Interaction:Change related to the use of a product.

“We want users to …” Learn to use the reminder

tool. Use spreadsheets to

create flowcharts. File an online tax return

form.

The core value is for the company.

Page 10: Optimized Persuasion: A tool for designers and developers

10

• Point A: Know the audience, and how they act

• Point B: Define the desired behavior

• Map the ideal journey from point A to point B

• Map the typical experience

Understanding the Change Journey

Audience

Behavior

��Desired Behavior

Analyze the differences.

Page 11: Optimized Persuasion: A tool for designers and developers

11

Evaluate

Create

Optimize

How Do We Do It?

1. Assess impact by measuring and analyzing outcomes

2. Tune KPIs3. Recommend

improvements4. Implement

1. Establish desired outcome and behaviors need to get there

2. Profile audience behaviors3. Understand change theory and

which is most applicable to the challenge at hand

4. Develop conceptual model (HLP) with benchmarks/KPIs

1. Deconstruct conceptual model to build behavior plan (MLP)

2. Analyze best use of tactics for solving

Page 12: Optimized Persuasion: A tool for designers and developers

12

Deliverables

Strategy Application Optimization

• Behavior change process• Research & discovery• Ideal path/Journey map• Actual path/Experience map• Behavior change strategies

• Behavior profiles• Desired behaviors• Audience/Actors• Actions that deliver the

behavior• Behavior model with benchmarks

• Behavior plan• Experience design

• Design• Information Architecture• User Interface design• Best case user journeys

• Product design• Development

• Benchmark Report• Analysis, Insight &

Recommendations/Roadmap• Project Plan• Program Modifications

^Analytics/Feedback Loop Must be built into the pipeline plans

BD/Client Reps, BC (process and strategy)

UX, IA, Visual Designers, Strategists PM, UX, IA, Visual Designers, Strategists

Page 13: Optimized Persuasion: A tool for designers and developers

Healthy Living Program AdoptionMapping the Ideal Journey

Page 14: Optimized Persuasion: A tool for designers and developers

14

Healthy Living Program Adoption

Do you know who we are

and what we do?

Do you know what you

WANT us to do?

• Relatively healthy person going for a doctor’s visit.

• No history of or with diabetes.

• Lifestyle changes will be required to manage the condition.

• Different people will react to a diagnosis differently.

• Taking out the emotional variables, what are the minimum steps needed to get this person to use a Healthy Living Program?

Page 15: Optimized Persuasion: A tool for designers and developers

15

Healthy Living Program Adoption

Point A Point B ✔ ✔

Info

rmed

Awar

e Desir

ing

Confi

dent Inte

nt Actin

g

Mai

ntai

ning

Zero StateNo RelationshipNo Engagement

Engagement

Page 16: Optimized Persuasion: A tool for designers and developers

16

ZERO STATE > AWARE > INFORMED > DESIRING ↓Patient has no direct awareness of his illness.

Visit to the doctor’s office prompts a health survey or screening.

Condition is identified via a screening or health incident; patient is aware he has the disease, but not sure what it means for his body and lifestyle and what the benefits of change might be.

Doctor provides unbiased basic information about the disease, especially the need for changes to diet and exercise, and addresses emotional response to new awareness. Introduces idea of tools for managing change.

Patient must determine if the risks and benefits are sufficient motivation; may look for alternatives.

Introduce patient to other similar individuals who have successfully improved diet and fitness to improve health; connect patient to community of similar individuals.

Patient wants to change diet and increase physical activity, but he needs to better understand the tool to do it (motivation now established, looking to increase ability). He’s looking for assurance of successful outcome and support.

Doctor recommends a tool to guide and support patient in starting to exercise and obtain/prepare healthy meals. Doctor and patient’s support network continue to show examples of how similar others have succeeded.

MAINTAINING < ACTING < INTENT < CONFIDENTPatient has successfully implemented the healthy lifestyle program long enough that the action has become a habit. He continues to overcome barriers and is rewarded for progress at varied intervals.

Offer chances for patient to celebrate success; strengthen his confidence to reinforce success; work to establish habit and encourage evangelism.

Patient starts healthy lifestyle program.

Follow-up visits with doctor focus on pinpointing barriers to success and how to reduce them, as well as confirming the right rewards for progress and celebrate. Support network provides support.

Patient is ready to go, just needs a trigger.

Patient is prompted to start lifestyle change program – may come in the form of a kickoff email or mobile push notification, perhaps a call from a nurse.

Patient explores the recommended tool. He is now really evaluating motivation and ability (gut check), and trying to adapt to his new reality.

Health Care Provider and/or tool helps patient set short-term and long-term goals, establish personal rewards, and share with his support network. Assure patient of health benefits of change. Engage family and friends to encourage.

Page 17: Optimized Persuasion: A tool for designers and developers

PBC Healthy Living ProgramAuditing an Experience

Page 18: Optimized Persuasion: A tool for designers and developers

18

PBC Healthy Living Program

How many of you have heard of this benefit for Sapient

employees?

How many are participating?

Page 19: Optimized Persuasion: A tool for designers and developers

19

Earn $300 in your paycheck by participating.• $125- Take the Personal Health

Assessment• $175- Complete follow-up tasks

Available to Sapient employees as part of the Publicis Benefits Center.

Accessible from the Sapient People Portal, as well as directly on the Publicis Benefits Center website.

PBC Healthy Living Program

Page 20: Optimized Persuasion: A tool for designers and developers

20

Typical Experience vs. Ideal Journey

Trigger Enroll Participate

Page 21: Optimized Persuasion: A tool for designers and developers

21

Typical Experience vs. Ideal Journey

Page 22: Optimized Persuasion: A tool for designers and developers

22

Typical Experience vs. Ideal Journey• Direct awareness to the opportunity, clearly communicating the benefits.

• Send reminders before deadlines.

• Direct attention to the benefits of participating and how to get started.

• Reduce barriers and friction by providing the most direct route possible to program details and enrollment.

• Establish authenticity by including company branding on white label programs on external sites, or at a minimum, let users know they will be taken to an external site.

• Set expectations for the time and attention the process requires.

Page 23: Optimized Persuasion: A tool for designers and developers

23

Typical Experience vs. Ideal Journey

• Reduce barriers and friction by removing technical issues or warning users up front that pop-up blockers should be disabled.

• Create a clear path that outlines the required steps and letís users know how far along the process they are.

Page 24: Optimized Persuasion: A tool for designers and developers

24

Typical Experience vs. Ideal Journey• Set expectations and deliver on

those expectations to trigger positive emotions and build trust.

• Create opportunities for individual or team competition to encourage participation.

• Reduce barriers and friction by giving users a clear understanding of whatís required in next steps.

• Provide opportunity for feedback and questions.

• Provide opportunities for social action between employees.

Page 25: Optimized Persuasion: A tool for designers and developers

25

Vox group: https://vox.sapient.com/groups/behavior-change• New White Paper• Weekly Email

Insights Article

Join Us!• Project Review • Proposal Templates

What’s Next for Optimized Persuasion?

Page 26: Optimized Persuasion: A tool for designers and developers

Questions?David [email protected]

Rachel [email protected]

Visit the Vox group at https://vox.sapient.com/groups/behavior-change