The document discusses changing behaviors through design. It notes that consciously changing behaviors is difficult because much of human behavior is driven unconsciously. Several theories for planned behavior are presented, including the stages of change model. Successful behavior change initiatives are outlined as defining the target behavior, conducting research to understand attitudes and norms, and monitoring outcomes over time as change takes patience. Tips for designing for behavior change include defining the goal, integrating it into strategy, understanding the audience, using qualitative and quantitative research, and modifying over time.
15. The brain *is*
powerful…
• Fills in the blanks & cuts out the irrelevant
bits for us
• It notices more than we think it does
• It actively hides reality from us
• Seeing what is in front of us is hard, and
most of us never learn to do it
• We find it hard to verbalise why we do
what we do
• It steps in for us so we can do things
automatically giving a feeling of *not
thinking*…
32. So what influences mass behaviour
change?
“Systemic Innovation is determined by a balance of
three things – behavioural norms, tools and rules”
Tim Brown, IDEO
32
42. Top tips for designing behavioural change…
1. Define the desired behavioural change you want to
observe,
2. Feed this into the business strategy and design process, let
it guide these processes
3. Define your target audience…then go a bit outside the
norm
4. Conduct research and understand the behavioural
predictors of our population (attitudes, norms, control,
stages)
5. Monitor, measure and modify. Remember…behaviour
change can take time…be patient
42
43. Top tips for designing behavioural change…
1. Define the desired behavioural change you want to
observe,
2. Feed this into the business strategy and design process, let
it guide these processes,
3. Define your target audience…then go a bit outside the
norm
4. Conduct research and understand the behavioural
predictors of our population (attitudes, norms, control,
stages)
5. Monitor, measure and modify. Remember…behaviour
change can take time…be patient
43
44. Top tips for designing behavioural change…
1. Define the desired behavioural change you want to
observe,
2. Feed this into the business strategy and design process, let
it guide these processes,
3. Define your target audience…then go a bit outside the
norm,
4. Conduct research and understand the behavioural
predictors of our population (attitudes, norms, control,
stages)
5. Monitor, measure and modify. Remember…behaviour
change can take time…be patient
44
45. Top tips for designing behavioural change…
1. Define the desired behavioural change you want to
observe,
2. Feed this into the business strategy and design process, let
it guide these processes,
3. Define your target audience…then go a bit outside the
norm,
4. Conduct research and understand the behavioural
predictors of our population (attitudes, norms, control,
stages). Qual and quant is needed here…
5. Monitor, measure and modify. Remember…behaviour
change can take time…be patient
45
46. Top tips for designing behavioural change…
1. Define the desired behavioural change you want to
observe,
2. Feed this into the business strategy and design process, let
it guide these processes,
3. Define your target audience…then go a bit outside the
norm,
4. Conduct research and understand the behavioural
predictors of our population (attitudes, norms, control,
stages). Qual and quant is needed here…
5. Monitor, measure and modify. Remember…changing a
behaviour can take time…be patient
46
47. Thank you!
Jodie Moule
Director
03 9670 3385
0415 288 823
jodie@symplicit.com.au
Symplicit Pty Ltd
Level 1, Suite 103, 757 Bourke St
Docklands, VIC 3008
Ph 03 9670 3385
www.symplicit.com.au
Follow us @symplicit