SlideShare ist ein Scribd-Unternehmen logo
1 von 47
Downloaden Sie, um offline zu lesen
The A,B,C of behaviour
We are all talking about changing
behaviour through design…




     Commercial in Confidence. © 2010 Symplicit Pty Ltd.   2
We are all talking about changing
behaviour through design…
…but, have you ever stopped to think
how hard it is to change behaviour?




                                       3
When did you last change your behaviour?
What about me?




                 5
This little tool triggered the last time that I did…
Process of behaviour change




                              7
…so what do I know anyway?




                             8
Jodie Moule
Director, Symplicit
(Psychologist)
Ding dong!
<insert salivating dog here>
What does behaviour change mean to us
as designers?




                                        11
Faster horses…?!?
Perhaps we’d first better take a look at
this thing called ‘behaviour change’…




                                           13
The mind is a powerful thing…
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*…
Conscious ‘thinking’ plays, at best, a
small role in shaping our behaviour and
choices.




                                          16
Conscious ‘thinking’ plays, at best, a
small role in shaping our behaviour and
choices.

...this makes things tricky.


                                          17
18
19
Important!

The behaviour you are seeing is the
behaviour you have designed…




                                      20
Theory of Planned Behaviour




                              21
Theory of Planned Behaviour




                              22
But do you remember our discussion of the mind?


                                                  23
Why is this useful?




                      24
Process of behaviour change




                              25
The stages of change model




                             26
27
Why is this useful?




                      28
When are people researching online?




                                      29
When are people researching online?




                                      30
When are people researching online?




                                      31
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
Bike helmets

               33
Cyclists admitted to Victorian hospitals,
with and without head injuries




                                            34
‘Daily life’ or ‘Lycra brigade’?




                                   35
Toll booths

              36
What else changes behaviour?




                               37
Fun …it’s fun 

                  38
The ‘fun’ theory…




      http://www.youtube.com/watch?v=2lXh2n0aPyw&feature=player_embedded   39
So how do we design for change?

                                  40
Top tips for designing behavioural change…




                                        41
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
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
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
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
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
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

Weitere ähnliche Inhalte

Andere mochten auch

The Creative Method v2
The Creative Method v2The Creative Method v2
The Creative Method v2Jason Theodor
 
Chaos and Creativity
Chaos and CreativityChaos and Creativity
Chaos and CreativityJason Theodor
 
Creative Thinking & Problem Solving
Creative Thinking & Problem SolvingCreative Thinking & Problem Solving
Creative Thinking & Problem SolvingAsma Karoobi
 
Nail the First 60 Seconds of Your Presentation
Nail the First 60 Seconds of Your PresentationNail the First 60 Seconds of Your Presentation
Nail the First 60 Seconds of Your PresentationBruce Kasanoff
 
Creative Thinking
Creative ThinkingCreative Thinking
Creative ThinkingTony Yoo
 
2016 Digital predictions for marketing, tech, pop culture and everything in b...
2016 Digital predictions for marketing, tech, pop culture and everything in b...2016 Digital predictions for marketing, tech, pop culture and everything in b...
2016 Digital predictions for marketing, tech, pop culture and everything in b...Soap Creative
 

Andere mochten auch (7)

The Creative Method v2
The Creative Method v2The Creative Method v2
The Creative Method v2
 
Chaos and Creativity
Chaos and CreativityChaos and Creativity
Chaos and Creativity
 
Creative Thinking & Problem Solving
Creative Thinking & Problem SolvingCreative Thinking & Problem Solving
Creative Thinking & Problem Solving
 
CREATIVITY POWERPOINT
CREATIVITY POWERPOINTCREATIVITY POWERPOINT
CREATIVITY POWERPOINT
 
Nail the First 60 Seconds of Your Presentation
Nail the First 60 Seconds of Your PresentationNail the First 60 Seconds of Your Presentation
Nail the First 60 Seconds of Your Presentation
 
Creative Thinking
Creative ThinkingCreative Thinking
Creative Thinking
 
2016 Digital predictions for marketing, tech, pop culture and everything in b...
2016 Digital predictions for marketing, tech, pop culture and everything in b...2016 Digital predictions for marketing, tech, pop culture and everything in b...
2016 Digital predictions for marketing, tech, pop culture and everything in b...
 

Ähnlich wie Symplicit - The abc of behaviour - Jodie Moule - v1.0

ThinkBehaviour: 8 practical tips
ThinkBehaviour: 8 practical tipsThinkBehaviour: 8 practical tips
ThinkBehaviour: 8 practical tipsPrime Decision
 
Demystifying agilecoaching
Demystifying agilecoachingDemystifying agilecoaching
Demystifying agilecoachingAnand Murthy Raj
 
Systems, culture and excellence
Systems, culture and excellenceSystems, culture and excellence
Systems, culture and excellenceNathalie Notte
 
Driving healthy habits through behavioral product design (short) pdf
Driving healthy habits through behavioral product design (short) pdfDriving healthy habits through behavioral product design (short) pdf
Driving healthy habits through behavioral product design (short) pdfSunil Maulik
 
UX STRAT Europe 2019: Tom Ablewhite, Jamie Horne, Foolproof
UX STRAT Europe 2019: Tom Ablewhite, Jamie Horne, FoolproofUX STRAT Europe 2019: Tom Ablewhite, Jamie Horne, Foolproof
UX STRAT Europe 2019: Tom Ablewhite, Jamie Horne, FoolproofUX STRAT
 
Morrisons: Analysis of Pre-Seen Case Study
Morrisons: Analysis of Pre-Seen Case StudyMorrisons: Analysis of Pre-Seen Case Study
Morrisons: Analysis of Pre-Seen Case Studymattbentley34
 
Consumer behavior da 1
Consumer behavior da 1Consumer behavior da 1
Consumer behavior da 1premu4u
 
Lean Change at MYOB
Lean Change at MYOBLean Change at MYOB
Lean Change at MYOBMark Barber
 
KplusV behavioural change april 2019-handout
KplusV behavioural change april  2019-handoutKplusV behavioural change april  2019-handout
KplusV behavioural change april 2019-handoutSibolt Mulder
 
Promoting sustainable behaviour_april. Applying behavioural economics with nu...
Promoting sustainable behaviour_april. Applying behavioural economics with nu...Promoting sustainable behaviour_april. Applying behavioural economics with nu...
Promoting sustainable behaviour_april. Applying behavioural economics with nu...Sibolt Mulder
 
A Blueprint for Behavioral Design
A Blueprint for Behavioral DesignA Blueprint for Behavioral Design
A Blueprint for Behavioral DesignStephen Wendel
 
DEPOT[x] 29th July 2015
DEPOT[x] 29th July 2015DEPOT[x] 29th July 2015
DEPOT[x] 29th July 2015business_DEPOT
 
Introduction to Game Thinking (Fluxible 2018)
Introduction to Game Thinking (Fluxible 2018)Introduction to Game Thinking (Fluxible 2018)
Introduction to Game Thinking (Fluxible 2018)Lennart Nacke
 
Nudging: design concepts to change our behavior (by Louise Haazen & David Pas)
Nudging: design concepts to change our behavior (by Louise Haazen & David Pas)Nudging: design concepts to change our behavior (by Louise Haazen & David Pas)
Nudging: design concepts to change our behavior (by Louise Haazen & David Pas)Verhaert Masters in Innovation
 
Perfectly Irrational: the importance of psychological validity in market rese...
Perfectly Irrational: the importance of psychological validity in market rese...Perfectly Irrational: the importance of psychological validity in market rese...
Perfectly Irrational: the importance of psychological validity in market rese...Angus Carbarns
 

Ähnlich wie Symplicit - The abc of behaviour - Jodie Moule - v1.0 (20)

ThinkBehaviour: 8 practical tips
ThinkBehaviour: 8 practical tipsThinkBehaviour: 8 practical tips
ThinkBehaviour: 8 practical tips
 
Demystifying agilecoaching
Demystifying agilecoachingDemystifying agilecoaching
Demystifying agilecoaching
 
Systems, culture and excellence
Systems, culture and  excellenceSystems, culture and  excellence
Systems, culture and excellence
 
Systems, culture and excellence
Systems, culture and excellenceSystems, culture and excellence
Systems, culture and excellence
 
Driving healthy habits through behavioral product design (short) pdf
Driving healthy habits through behavioral product design (short) pdfDriving healthy habits through behavioral product design (short) pdf
Driving healthy habits through behavioral product design (short) pdf
 
Change management
Change managementChange management
Change management
 
UX STRAT Europe 2019: Tom Ablewhite, Jamie Horne, Foolproof
UX STRAT Europe 2019: Tom Ablewhite, Jamie Horne, FoolproofUX STRAT Europe 2019: Tom Ablewhite, Jamie Horne, Foolproof
UX STRAT Europe 2019: Tom Ablewhite, Jamie Horne, Foolproof
 
Morrisons: Analysis of Pre-Seen Case Study
Morrisons: Analysis of Pre-Seen Case StudyMorrisons: Analysis of Pre-Seen Case Study
Morrisons: Analysis of Pre-Seen Case Study
 
Consumer behavior da 1
Consumer behavior da 1Consumer behavior da 1
Consumer behavior da 1
 
Lean Change at MYOB
Lean Change at MYOBLean Change at MYOB
Lean Change at MYOB
 
Cb session 1 zonecours 1
Cb session 1 zonecours 1Cb session 1 zonecours 1
Cb session 1 zonecours 1
 
KplusV behavioural change april 2019-handout
KplusV behavioural change april  2019-handoutKplusV behavioural change april  2019-handout
KplusV behavioural change april 2019-handout
 
Promoting sustainable behaviour_april. Applying behavioural economics with nu...
Promoting sustainable behaviour_april. Applying behavioural economics with nu...Promoting sustainable behaviour_april. Applying behavioural economics with nu...
Promoting sustainable behaviour_april. Applying behavioural economics with nu...
 
A Blueprint for Behavioral Design
A Blueprint for Behavioral DesignA Blueprint for Behavioral Design
A Blueprint for Behavioral Design
 
DEPOT[x] 29th July 2015
DEPOT[x] 29th July 2015DEPOT[x] 29th July 2015
DEPOT[x] 29th July 2015
 
Social Business Adoption - a plan to succeed!
Social Business Adoption - a plan to succeed!Social Business Adoption - a plan to succeed!
Social Business Adoption - a plan to succeed!
 
Diploma of community services coordination
Diploma of community services coordinationDiploma of community services coordination
Diploma of community services coordination
 
Introduction to Game Thinking (Fluxible 2018)
Introduction to Game Thinking (Fluxible 2018)Introduction to Game Thinking (Fluxible 2018)
Introduction to Game Thinking (Fluxible 2018)
 
Nudging: design concepts to change our behavior (by Louise Haazen & David Pas)
Nudging: design concepts to change our behavior (by Louise Haazen & David Pas)Nudging: design concepts to change our behavior (by Louise Haazen & David Pas)
Nudging: design concepts to change our behavior (by Louise Haazen & David Pas)
 
Perfectly Irrational: the importance of psychological validity in market rese...
Perfectly Irrational: the importance of psychological validity in market rese...Perfectly Irrational: the importance of psychological validity in market rese...
Perfectly Irrational: the importance of psychological validity in market rese...
 

Kürzlich hochgeladen

Cold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptxCold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptxSamKuruvilla5
 
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Ted Drake
 
UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024mikailaoh
 
Embroidery design from embroidery magazine
Embroidery design from embroidery magazineEmbroidery design from embroidery magazine
Embroidery design from embroidery magazineRivanEleraki
 
Create Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comCreate Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comjakyjhon00
 
Production of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptxProduction of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptxb2kshani34
 
LRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfLRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfHctorFranciscoSnchez1
 
Designing for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsDesigning for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsBlock Party
 
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLMath Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLkenzukiri
 
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxWCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxHasan S
 
Construction Documents Checklist before Construction
Construction Documents Checklist before ConstructionConstruction Documents Checklist before Construction
Construction Documents Checklist before ConstructionResDraft
 
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...Amil baba
 
Mike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtMike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtTeeFusion
 
High-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillHigh-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillCre8iveskill
 
The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024Alan Dix
 
Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...khushisharma298853
 
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdfBuilding+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdfsaidbilgen
 
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Ed Orozco
 
How to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTHow to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTThink 360 Studio
 

Kürzlich hochgeladen (19)

Cold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptxCold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptx
 
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
 
UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024
 
Embroidery design from embroidery magazine
Embroidery design from embroidery magazineEmbroidery design from embroidery magazine
Embroidery design from embroidery magazine
 
Create Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comCreate Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.com
 
Production of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptxProduction of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptx
 
LRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfLRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdf
 
Designing for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsDesigning for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teams
 
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLMath Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
 
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxWCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
 
Construction Documents Checklist before Construction
Construction Documents Checklist before ConstructionConstruction Documents Checklist before Construction
Construction Documents Checklist before Construction
 
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
 
Mike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtMike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy Shirt
 
High-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillHigh-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkill
 
The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024
 
Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...
 
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdfBuilding+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
 
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
 
How to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTHow to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPT
 

Symplicit - The abc of behaviour - Jodie Moule - v1.0

  • 1. The A,B,C of behaviour
  • 2. We are all talking about changing behaviour through design… Commercial in Confidence. © 2010 Symplicit Pty Ltd. 2
  • 3. We are all talking about changing behaviour through design… …but, have you ever stopped to think how hard it is to change behaviour? 3
  • 4. When did you last change your behaviour?
  • 6. This little tool triggered the last time that I did…
  • 8. …so what do I know anyway? 8
  • 11. What does behaviour change mean to us as designers? 11
  • 13. Perhaps we’d first better take a look at this thing called ‘behaviour change’… 13
  • 14. The mind is a powerful thing…
  • 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*…
  • 16. Conscious ‘thinking’ plays, at best, a small role in shaping our behaviour and choices. 16
  • 17. Conscious ‘thinking’ plays, at best, a small role in shaping our behaviour and choices. ...this makes things tricky. 17
  • 18. 18
  • 19. 19
  • 20. Important! The behaviour you are seeing is the behaviour you have designed… 20
  • 21. Theory of Planned Behaviour 21
  • 22. Theory of Planned Behaviour 22
  • 23. But do you remember our discussion of the mind? 23
  • 24. Why is this useful? 24
  • 25. Process of behaviour change 25
  • 26. The stages of change model 26
  • 27. 27
  • 28. Why is this useful? 28
  • 29. When are people researching online? 29
  • 30. When are people researching online? 30
  • 31. When are people researching online? 31
  • 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
  • 34. Cyclists admitted to Victorian hospitals, with and without head injuries 34
  • 35. ‘Daily life’ or ‘Lycra brigade’? 35
  • 37. What else changes behaviour? 37
  • 39. The ‘fun’ theory… http://www.youtube.com/watch?v=2lXh2n0aPyw&feature=player_embedded 39
  • 40. So how do we design for change? 40
  • 41. Top tips for designing behavioural change… 41
  • 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