Behavioural Design tools for designers, product managers, and more
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BEHAVIOURAL DESIGN what, why and how
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Transcript of Behavioural Design tools for designers, product managers, and more
BEHAVIOURAL DESIGNwhat, why and how
20% 80%
£2.80 £3.50
Centre stage effect: we’re more likely to choose middle options
20% 80%
£2.20 £2.80 £3.50
Centre stage effect: we’re more likely to choose middle options
BEHAVIOURAL DESIGN
Design that draws on behavioural psychology
Increase engagement …by encouraging habit formation
Improve your product’s UX …by reducing cognitive load
Licensed CC BY-NC-SA 2.0. Artist: Andrés Þór
Influence users’ choices …by playing on cognitive biases
Licensed CC BY 2.0. Artist: Eneas De Troya
You’re probably already using behavioural design…
Thoughtfully
Intentionally Empirically
But we can all use it better, by using it:
HABITS
COGNITIVE LOAD
COGNITIVE BIASES
HABITS
Decisions that used to be conscious but are now automatic
Trigger
ActionReward
Internal rewards are generally more effective than external
Licensed CC BY-NC-SA 2.0. Artist: Andrés Þór
INTERNAL TRIGGER
Feel bored
Open twitter app
ACTIONFeel
entertained
INTERNAL REWARD
Open twitter app
ACTIONFeel
entertained
INTERNAL REWARD
EXTERNAL TRIGGER
App alert
1. Trigger
2. Ability3. Motivation(action)(reward)
Fogg Behavioural Model: behaviour depends on 3 things:
Timely, compelling
triggerHigh
motivation
Low motivation
Action is easyto take
Action is hardto take
No trigger or easy to
ignore
BUILD
BREA
K
Ability easyhard
Motivation
low
high
Triggerswork
Triggersdon’t work
BEHAVIOURAL DESIGN TOOLKIT
Habit hijackingWhat habits do my users already have?
How could I ‘hijack’ these habits, by making another action easier and more appealing?
BEHAVIOURAL DESIGN TOOLKIT
Habit buildingWhat habits do my users already have?
What tiny habit could I build on top of these?
BEHAVIOURAL DESIGN TOOLKIT
Friction analysisWhat friction prevents my users (or potential users) taking this action?
FEELING
BEHAVIOURAL DESIGN TOOLKIT
Adapted experience maps
THINKING
TOUCHPOINT
DOINGstage 1 stage 3stage 2
Learn more about habits
COGNITIVE LOAD
Pondering product psychology
Wondering how to use it in my work
Considering a snack
Planning route home
New Citymapper UI?!Everything we do requires cognitiveresource.
If too manydemands are made of those resources… we run out.
It just works
How do you tell when your product is low cognitive load?
BEHAVIOURAL DESIGN TOOLKIT
Holistic cognitive load mappingWhat else is going on in my user’s mind
While they’re using my product,and when they’re not.
BEHAVIOURAL DESIGN TOOLKIT
Cognitive load triageIs this step complex? If so…
Can I remove it? Can I delay it? Can I simplify it? Can I default it?
Learn more about cognitive load
COGNITIVE BIAS
There are dozens of cognitive biases, including:
Acting now to constrain your future behaviour
GymPact: commit to pay money if you don’t meet your health goals
BEHAVIOURAL DESIGN TOOLKIT
Ulysses Pacts
How might I help my users by getting them to act now to control their future behaviour?
PUTTING IT ALL TOGETHER
Habit-hijacking: checking your balance
Cognitive bias: design that plays on Loss Aversion
Cognitive lode: ‘glanceable’ information design
Result:A dramatically better banking interface
