1. DESIGNING
INTERVENTIONS
ITBA Workshop Day 2
Mark Nelson & Margarita Quihuis
Stanford Peace Innovation Lab
ITBA, Buenos Aires
November 14, 2012

2. Goals
• Behavior Design Overview
• Design Thinking Overview (abbreviated)
• Create a Design Brief
• Create a prototype per the design brief (to apply the
process)
• Test (measure effectiveness - what preliminary data can
we collect?)
• Present your solution

3. But First A Moment For Reflection

4. Checking In on the Experience So Far
We have been:
• Fast
• Hands On
• Team Oriented
• Results Oriented

5. Behavior Design Overview
• Fogg Behavior Model
• Behavior Grid
• Designing for Action

6. Fogg Behavior Model

7. Motivation
Social
Cohesion
Sensation Anticipation

8. Ability
• Time
• Money
• Physical Effort
• Brain Cycles
• Social Deviance
• Non-Routine
Increased Simplicity = Increased Ability

9. Simplicity Matters

10. Chain The Behaviors
Triggers can lead to a chain of behaviors so...
start with the simplest effective behavior...
(in startups, this would be minimum viable product)

11. Floss one tooth

12. Fogg Behavior Grid

14. Persuasive Technology Design Loop
Pick a
Technology
Platform
Pick a Positive
Engagement
Behavior
Choose a Metric
Create Fast
Intervention
Prototypes
Measure Impact
of Prototypes
Repeat

15. DESIGN THINKING
OVERVIEW

16. Design Framework
• Empathize
• Define
• Ideate
• Prototype
• Test

23. Field Research
Your goal in engaging in early ethnography research is not
to validate a specific set of questions you have to get a
statistically relevant answer. Your goal is to step back,
watch and listen, and be inspired and surprised by what
stakeholders of your chosen brand have to offer you.
Remember this rule.

25. Key Take Aways
1 USER
Unpack their emotional state.
2 EXPERIENCE
Map the user’s journey through.
3 GAPS
Identify gaps in the experience.

26. Field Research Guidelines
1. GO WITH A FRIEND
This makes it a lot more fun and a whole lot more manageable. Switch back and forth
being the person who engages and the person who documents + photographs
2. BE PREPARED
Bring a notebook, a camera and backup material (like business cards). Practice your
introduction i.e. “Hi, I’m a student working on . . . “
3. GET IN THEIR SHOES
Feel the experience to really truly understand it. This also allows you to build rapport and
empathize with other users very quickly.
4. PERSIST W. RESPECT
You will fail to engage a lot. People will turn you down for one reason or other. Do not be
discouraged. Try multiple channels at multiple times. Be patient.
5. MINE THE GAPS
Watch for contradictions. If someone is saying positive things about a brand but is
frowning or pausing awkwardly, ask why. And vice versa.
6. SHOW AND TELL
If you feel comfortable, ask your user to show you what he means, by sharing with you
artifacts or miming. You never know what you’ll learn.

27. PROTOTYPING

28. Prototyping
• For Empathy
• To Test
• To Decide
• User Driven
• Wizard of Oz

34. Prototyping Steps
Start by gaining empathy.
1. Interview
Notes from your first interview
2. Dig Deeper
Notes from your second interview
Reframe the Problem
3. Capture Findings
Goals and wishes
Insights
4. Take a Stand with a Point of View
Ideate: Generate Alternatives to Test
5. Sketch at least 3 radical ways to meet
your user’s needs
6. Share your solutions & capture
feedback
Iterate based on feedback
7. Reflect and generate a new solution
sketch your big idea, note details
Build and Test
8. Build your solution
Make something your user can interact
with
9. Share your solution and get feedback
what worked
what can be improved
questions
ideas

35. DESIGN BRIEF

36. Elements of A Design Brief
• It tells a story
• Features protagonists
• Vignette that illustrates the situation we want to address
• Solution’s design constraints are defined

37. Thought Experiment: Paper or Plastic

38. Paper or Plastic?

39. Prototyping Steps
Start by gaining empathy.
1. Interview
Notes from your first interview
2. Dig Deeper
Notes from your second interview
Reframe the Problem
3. Capture Findings
Goals and wishes
Insights
4. Take a Stand with a Point of View
Ideate: Generate Alternatives to Test
5. Sketch at least 3 radical ways to meet
your user’s needs
6. Share your solutions & capture
feedback
Iterate based on feedback
7. Reflect and generate a new solution
sketch your big idea, note details
Build and Test
8. Build your solution
Make something your user can interact
with
9. Share your solution and get feedback
what worked
what can be improved
questions
ideas

40. Contact Us
Margarita Quihuis, Director, Stanford Peace Innovation Lab
quihuis@stanford.edu
Mark Nelson, researcher, Stanford Peace Innovation Lab
nelsonmm@stanford.edu
Website: Http://peaceinnovation.stanford.edu
Twitter: @peacedot
Facebook PeaceDot Page: http://www.facebook.com/peacedot
Facebook Peace Innovation Page: http://www.facebook.com/peaceinnovation