sxsw 2012: applying behavior design

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Audio of the presentation is available here: http://schedule.sxsw.com/2012/events/event_IAP13438

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  • Applying Behavior Designor Behavior: youre soaking in it.Chris Risdon @chrisrisdonSXSW 2012#sxbehavior #behavior Ive been a workaday practitioner for close to 15 years. While Ive done a lot of design research, I dont have a background in academic research. A lot of people, much, much smarter than me, have created the foundation for this topic. What Ive been motivated to do the past 34 years is to understand how all that were learning about designing for behavior change and persuasive technology translates practically to my work designing products and services today.
  • Applying Behavior DesignWhat are we talking about?Why now?Where does it live?How do we apply it? Im taking a reporters angle with this topic - What, Why, Where and How.
  • What is Behavior Design?What is persuasive technology?
  • Behavior Design: 2009The next big thing. While this topic is nothing new, 2009 was when it hit a tipping point in our profession, becoming a more prominently discussed, defined and illustrated.
  • Nine Experiences for 2009Whether its to extend your paycheck or conserve your energy, theres plenty of reasons for people to change how they behave this year. Brandon Shauer
  • Behavior is our medium. Robert Fabricant, 2009
  • Every design decisioninfluences the user.(however benevolent the intent) A long standing belief that Ive held as a designer since I started in the 90s.
  • Life as it is. Dziga VertovDocumentary filmmaking is an analogy Ive often used. Long considered the objective formof cinema, in contrast to fictional, scripted and reenacted films. However, the moment youframe a story with constraints (for example tell a story in 2 hours that played out over 2years), you make decisions; where the filmmaker points the camera, how they edit the story,all these decision affect how the view receivesperceives and understandsthe story.Interaction design is no different.
  • DTDT
  • Un off ici al!Behavior Design (short for designing for behavior change)Design with the intent to change someones behavioror attitude.Persuasive TechnologyTechnology designed to persuade the user to use asystem or platform in a desired way.(may/may not have intent to change someones behavior or attitude) These are unofficial definitions that may differ from academic thinking. This represents my synthesis and understand and how Ive chosen to make sense of them in the context of my work.
  • BJ Fogg http://www.flickr.com/photos/ netliferesearch/2867937570/
  • 909992004: During a layover youre sitting at the airport bar having a beer. On the news you see reporting about the 2004 Indian Ocean tsunami.Your heart goes out. Its not personal - you dont know anyone, and its halfway around the world. But the story understandably createssympathy. In the news story theres a call to action to donate money to the redcross.org.To do this, you may need to take your flight, get home, remember that you wanted to donate, then go through traditional ecommerce funnel,providing billing address and credit card details. Then you also have to think, how much do I want to donate?You have to be fairly motivated to follow-through and donate.
  • 909992010: During a layover youre sitting at the airport bar having a beer. On the news you see reporting about the 2010 Haiti earthquake. Yourheart goes out. Its not personal - you dont know anyone, and its in another part of the world. But the story understandably createssympathy. In the news story theres a call to action to donate money to the Red Cross by texting Haiti to 90999. $10 will be added to yourphone bill.You pull out your phone there at the bar (it can even be a feature phone), type 90999, and Haiti, hit send, and youre done. No billing, andits just $10. And you feel good about helping out.
  • Opportune Moments We can see these triggers at other opportune moments. How about when you go to the pet store and buy pet supplies? The POS credit card swiper asks if you want to add $1 to your charge to help animal shelters. Youre already spending $50, whats $51? And youll feel good about donating, since you do love animals. Would they be just as successful if they gave you a flyer that made the case to donate and asked you to get online and donate an unspecified amount?
  • But modeling the relationship between motivation and ability have been around for a while.Reducing friction, making something easier to facilitate moving motivated people forward.Marketers and businesses have been trying to crack this code for a long time.
  • Robert CialdiniRobert Cialdini wrote Influence: The Psychology of Persuasion in the 90s, and not in thecontext of technology...
  • ReciprocityCommitment & ConsistencySocial ProofAuthorityLikingScarcity ...yet his 6 weapons of influence are more pervasive than ever in our digital products and services.
  • Dan ArielyPredictably IrrationalThe Upsideof Irrationality http://www.flickr.com/photos/ billhr/3266119190/
  • Lets say I have a half a box of chocolates open here in front of you. I will give you this half box ofchocolates now, or I will a full box of chocolates in a week. Most people will select the half box ofchocolates now.If you ask if they want a half box of chocolates in a month, or a full box in a month and one week, theywill be able to think rationally and select the full box.
  • Active Design Active Design is the idea that we can design...buildings to encourage people to get more exercise... By attacking obesity through urban design and architecture, governments are beginning to realize that designers might be their best warriors in the battle against obesity and its costs.Active Design are guidelines by the city in conjunctionwith architects and urban planning academics. Fast Company
  • Active Design This strategy recognizes that the publics underlying motivations are not about health, but rather, about what is convenient and enjoyable.These examples reinforce the fact that we, asdesigners, are not simply designing for cognition Fast Companyor to support behavior.
  • Lots of patterns and heuristics that can be used for idiation. This has just been thetip of the iceberg, we could spend the whole talk as a survey of behavior designthinking. But this is just meant to make things more concrete so we have a common Dan Locktonframe of reference. Design with Intent Stephen Anderson Mental Note Cards Fabrique Insights
  • So why now?(or why 2009?)
  • Data The utility and pervasiveness of data has grown. When considering products and services that are utilized to change personal behavior, data is the raw material that everything is based on.