As designers, we have the power to influence outcomes and behaviors. Along with that power we have the responsibility to use our skills to be agents of change for the better — we can be just like superheroes! But how do you change deep-seated behaviors or self-sabotaging perceptions? Can we help people create a commitment to stop a bad habit or develop new behaviors that result in positive outcomes—from improved health to a better financial outlook? Behavioral design is your secret weapon to help people help themselves. Northern UX #NUX4 Manchester, 24 October 2015

1. OUTCOMES THAT MATTER
ALBERTA SORANZO
@albertatrebla | tobiasandtobias.com

2. 30 sec clip from https://www.ted.com/talks/dan_gilbert_you_are_always_changing/

3. @albertatrebla | #NUX4

4. HOW MANY MONTHS?
@albertatrebla | #NUX4

5. @albertatrebla | #NUX4

6. @albertatrebla | #NUX4

7. A DIAMOND IS FOREVER.
@albertatrebla | #NUX4

8. @albertatrebla | #NUX4

9. @albertatrebla | #NUX4 video https://www.youtube.com/watch?v=e0OMVPUBgYg

10. @albertatrebla | #NUX4

11. UNCLE JOE@albertatrebla | #NUX4

12. @albertatrebla | #NUX4

13. BEHAVIOR MODIFICATION THERAPY
@albertatrebla | #NUX4

14. DO
(Form automatic
response)
Amateur Expert
DON’T
(Break automatic
response)
Habitué Addict
Low self-control High self-control
BEHAVIOR CHANGE MATRIX
@albertatrebla | #NUX4

15. EVERYONE SUDDENLY SEEMS
INTERESTED IN MESSING WITH YOUR
HEAD.
Nir Eyal
@albertatrebla | #NUX4

16. @albertatrebla | #NUX4

17. MINIMUM WAGE@albertatrebla | #NUX4

18. @albertatrebla | #NUX4

19. @albertatrebla | #NUX4

20. @albertatrebla | #NUX4

22. FUTURE YOU@albertatrebla | #NUX4

23. CAN THE PRESENT YOU TRUST THE
FUTURE YOU?
David DeSteno
@albertatrebla | #NUX4

24. TRUST CONTAINS AN ELEMENT OF RISK.
@albertatrebla | #NUX4

25. MAKE ME A PRODUCT
@albertatrebla | #NUX4

26. @albertatrebla | #NUX4

27. It looks like a private company for
people in the know
I would need to be overly educated
to make the most of it
It’s trying to ‘wow’ me with its
revolutionary technology
This is more my end
It is talking to me as a individual
It feels like I could do something here
This makes me feel small
I don’t have this kind of money
I’m not the data type.
How do I even use this? What am I supposed to do?
@albertatrebla | #NUX4

28. @albertatrebla | #NUX4

29. @albertatrebla | #NUX4

30. @albertatrebla | #NUX4

31. @albertatrebla | #NUX4

32. @albertatrebla | #NUX4

33. @albertatrebla | #NUX4

34. @albertatrebla | #NUX4

35. @albertatrebla | #NUX4

36. Effort to address HighLow
Low
High
Severity
of
challenge
Valuable
Safe
Efficient
Familiar
Relatable
Understandable
Awareness
Accessible
Personal values
Trust
Emotion
Control
Adjourn
EmbedMessage
@albertatrebla | #NUX4

37. @albertatrebla | #NUX4

38. Login
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39. @albertatrebla | #NUX4

40. @albertatrebla | #NUX4

41. 1.Make it personal
2.Tip the scales
3.Craft the journey
4.Set up the options
5.Keep it simple
@albertatrebla | #NUX4

42. @albertatrebla | #NUX4

43. THANK YOU
ALBERTA SORANZO
@albertatrebla | tobiasandtobias.com

44. IMAGE AND VIDEO CREDITS
– Dan Gilbert, The psychology of your future self — https://www.ted.com/talks/dan_gilbert_you_are_always_changing/ (video)
– Engagement ring — https://www.flickr.com/photos/wwarby/4859185569
– Money under the mattress — https://www.flickr.com/photos/imtfi/5867465135/
– Gambling man — https://www.flickr.com/photos/ajbatac/16471904679/
– Rough diamonds — http://www.bullionstreet.com/
– Street cleaner — https://www.flickr.com/photos/jaygooby/2035822262/
– Diamond miners — https://www.flickr.com/photos/brianharringtonspier/455875454/
– Japanese engagement — http://www.tokyoweddingphotography.com/
– Casino bar — https://www.flickr.com/photos/maxbraun/5250317411/
– Rehab clinic — http://www.rehab-clinic.com/
– Nir Eyal — http://ui-patterns.com/blog/nir-eyal-trigger-actions-and-reward-them-to-build-habits and https://twitter.com/ceciliefjellhoy/
status/522656938925248512/photo/1
– Topiary — https://www.flickr.com/photos/avdezign/9219540853/
– Family on couch — http://www.washingtonpost.com/news/storyline/wp/2014/10/16/she-bought-a-sofa-on-installment-payments-now-
its-straining-her-life/
– Council estate — https://www.flickr.com/photos/sarflondondunc/5791730956
– Superheroes — http://moviepilot.com/posts/2015/02/24/catwoman-nightwing-or-deadpool-these-superheroes-need-tv-shows-2721897
– Back to the future — https://www.thrillist.com/tech/your-desk-needs-a-back-to-the-future-hoverboard
– London night shot — https://www.flickr.com/photos/andi-cj/16388084611
– Behavior change strategy card — https://www.artefactgroup.com
– Spiderman — http://www.theamazingspidermangame.com
@albertatrebla | #NUX4

45. FURTHER READING
– Have you ever tried to sell a diamond?
http://www.theatlantic.com/magazine/archive/1982/02/have-you-ever-tried-to-sell-a-diamond/304575/
– The incredible story of how De Beers created and lost the most powerful monopoly ever
http://www.businessinsider.com/history-of-de-beers-2011-12?IR=T
– How diamonds became forever.
http://www.nytimes.com/2013/05/05/fashion/weddings/how-americans-learned-to-love-diamonds.html?_r=1
– How to design behavior, http://www.nirandfar.com/2012/03/how-to-design-behavior.html
– Rental America : why the poor pay $4,150 for a $1,500 sofa— http://www.washingtonpost.com/news/storyline/wp/2014/10/16/she-
bought-a-sofa-on-installment-payments-now-its-straining-her-life/
– Behavior change strategy card — https://www.artefactgroup.com/content/tool/behavior-change-strategy-cards/
– Hooked, Nir Eyal
– Nickeled and Dimed, Barbara Ehrenreich
– Stumbling on happiness, Daniel Gilbert
– The truth about trust, David DeSteno
@albertatrebla | #NUX4