GREENID EXCHANGE FORUM Creating Campaigns that … · greenID Exchange Forum: Creating Campaigns...
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Jennifer Shirey Carnegie Mellon University, School of Design Advisor: Stacie Rohrbach July 1, 2011 GREENID EXCHANGE FORUM Creating Campaigns that Encourage Behavior Change for Environmental Issues: a Designer’s Roadmap
Transcript of GREENID EXCHANGE FORUM Creating Campaigns that … · greenID Exchange Forum: Creating Campaigns...
Jennifer ShireyCarnegie Mellon University, School of DesignAdvisor: Stacie RohrbachJuly 1, 2011
GREENID EXCHANGE FORUM
Creating Campaigns that Encourage Behavior Change for Environmental Issues: a Designer’s Roadmap
greenID Exchange Forum: Creating Campaigns for Behavior Change Jennifer Shirey, Carnegie Mellon University, July 1, 2011
Context Opportunity FeedbackContent Sample pages ConclusionThesis project
Designing for Behavior Change
Academy of Sciences Climate Change Exhibit“The Story of Stuff” by Annie Leonard (http://storyofstuff.org)
Context
greenID Exchange Forum: Creating Campaigns for Behavior Change Jennifer Shirey, Carnegie Mellon University, July 1, 2011
Context Opportunity FeedbackContent Sample pages ConclusionThesis project
Master’s thesis project
Context
» How does the emotional tone, medium, and delivery of information about an environmental issue affect people’s understanding and behavior?
greenID Exchange Forum: Creating Campaigns for Behavior Change Jennifer Shirey, Carnegie Mellon University, July 1, 2011
Context Opportunity FeedbackContent Sample pages ConclusionThesis project
(Communication) DesignEnvironmental Psychology
also:Persuasive TechnologyCognitive Psychology
Decision Sciences
Literature reviewed
Context
greenID Exchange Forum: Creating Campaigns for Behavior Change Jennifer Shirey, Carnegie Mellon University, July 1, 2011
Context Opportunity FeedbackContent Sample pages ConclusionThesis project
Problem one
Opportunity
Environmental Psychologists Communication Designers
SAVE THE
KNOWLEDGE GAP
greenID Exchange Forum: Creating Campaigns for Behavior Change Jennifer Shirey, Carnegie Mellon University, July 1, 2011
Context Opportunity FeedbackContent Sample pages ConclusionThesis project
Problem two
Opportunity
Environmental Psychologists
WHAT / HOW?
Communication Designers
WHAT IF?
PROCESS DIFFERENCES
greenID Exchange Forum: Creating Campaigns for Behavior Change Jennifer Shirey, Carnegie Mellon University, July 1, 2011
Context Opportunity FeedbackContent Sample pages ConclusionThesis project
Design opportunity
BRIDGE THE GAP
Opportunity
Environmental Psychologists
(and others)
Communication Designers
greenID Exchange Forum: Creating Campaigns for Behavior Change Jennifer Shirey, Carnegie Mellon University, July 1, 2011
Context Opportunity FeedbackContent Sample pages ConclusionThesis project
Original studies + =Existing research Designer’s roadmap
Creating the roadmap
Thesis project
ETHICALPRINCIPLES
greenID Exchange Forum: Creating Campaigns for Behavior Change Jennifer Shirey, Carnegie Mellon University, July 1, 2011
Context Opportunity FeedbackContent Sample pages ConclusionThesis project
Five core principles to abide by when designing for behavior change
Ethical principles
Content
ETHICALPRINCIPLES
OBSERVATIONS
ETHICALPRINCIPLES
greenID Exchange Forum: Creating Campaigns for Behavior Change Jennifer Shirey, Carnegie Mellon University, July 1, 2011
Context Opportunity FeedbackContent Sample pages ConclusionThesis project Content
Aspects of human behavior, emotion, & cognition that have implications for design
Observations
Five core principles to abide by when designing for behavior change
Ethical principles
OBSERVATIONS
APPLICATION IDEAS
ETHICALPRINCIPLES
greenID Exchange Forum: Creating Campaigns for Behavior Change Jennifer Shirey, Carnegie Mellon University, July 1, 2011
Context Opportunity FeedbackContent Sample pages ConclusionThesis project Content
Practical tips to help spark action
Application ideas
Aspects of human behavior, emotion, or cognition that have implications for design
Observations
Five core principles to abide by when designing for behavior change
Ethical principles
Def ning opportunities & constraints
OBSERVATIONS
APPLICATION IDEAS
Crafting the design
Discovering needs, desires, & exp
ectations
Framing the message
Enc
oura
gin
g &
ena
blin
g be
havi
or c
hang
eETHICAL
PRINCIPLES
greenID Exchange Forum: Creating Campaigns for Behavior Change Jennifer Shirey, Carnegie Mellon University, July 1, 2011
Context Opportunity FeedbackContent Sample pages ConclusionThesis project
Points of entry and evaluation
Content
Practical tips to help spark action
Application ideas
Aspects of human behavior, emotion, or cognition that have implications for design
Observations
Five core principles to abide by when designing for behavior change
Ethical principles
Suggestions to facilitate mindful transitions from one phase to the next
Def ning opportunities & constraints
OBSERVATIONS
APPLICATION IDEAS
Crafting the design
Discovering needs, desires, & exp
ectations
Framing the message
ETHICALPRINCIPLES
Enc
oura
gin
g &
ena
blin
g be
havi
or c
hang
e
greenID Exchange Forum: Creating Campaigns for Behavior Change Jennifer Shirey, Carnegie Mellon University, July 1, 2011
Context Opportunity FeedbackContent Sample pages ConclusionThesis project
Points of entry and evaluation
Content
Practical tips to help spark action
Application ideas
Aspects of human behavior, emotion, or cognition that have implications for design
Observations
Five core principles to abide by when designing for behavior change
Ethical principles
Suggestions to facilitate mindful transitions from one phase to the next
Human-centered design process provides a familiar structure
Def ning opportunities & constraints
OBSERVATIONS
APPLICATION IDEAS
Crafting the design
Discovering needs, desires, & exp
ectations
Enc
oura
gin
g &
ena
blin
g be
havi
or c
hang
e
Framing the message
ETHICALPRINCIPLES
greenID Exchange Forum: Creating Campaigns for Behavior Change Jennifer Shirey, Carnegie Mellon University, July 1, 2011
Context Opportunity FeedbackContent Sample pages ConclusionThesis project
Color coding
Content
Emotions, beliefs,and values
Behaviors
Knowledge andinformation
Context
OBSERVATIONS
APPLICATION IDEAS
Page 18
Education encourages learning and choiceDiscovering Framing Crafting EncouragingDefining
People often have trouble connecting their personal actions with their effects on the ecosystemEnvironmentally-responsible behavior change is often difficult because we don’t see the effects of our behavior on the earth, and our actions have delayed effects. This makes designing for eco-friendly behavior change especially challenging. We can try to overcome this by illustrating how people’s actions affect the environment, through images, stories, diagrams, or by tracking someone’s behavior for a period of time.
Personal ObservationsDuring a two-week study in which participants tracked their bottled water consumption, people were often surprised to realize how much bottled water they drank. Increasing their awareness seemed to help prime them for behavior change. In other studies, people expressed apathy about environmental issues because they couldn’t relate the problems to their own personal actions.
Where can you find out more?Gardner, Gerald T., and Paul C. Stern. “Human Reactions to Environmental Hazards: Perceptual and Cognitive Processes.” In Environmental Problems and Human Behavior, 205–252. Boston: Allyn and Bacon, 1996.
Slovic, Paul, Baruch Fischhoff, and Sarah Lichtenstein, “Rating the Risks,” Environment 21, no. 3 (April 1979): 14–20, 36–30.
How can you put this into practice?
“I think its wonderful to be ‘green’ but its hard to imagine the exact effects that we are having on the world if you can’t physically see it everyday.”
—Journal study participant
“...things that are ‘out of sight’ tend to be ‘out of mind’.”
—Gardner & Stern, page 235
Try to show people how their habits and behaviors affect the environment
Try tracking people’s behavior to increase their awareness of their personal habitsB
I
E
greenID Exchange Forum: Creating Campaigns for Behavior Change Jennifer Shirey, Carnegie Mellon University, July 1, 2011
Context Opportunity FeedbackContent Sample pages ConclusionThesis project
Roadmap: sample page
Observation
Application ideas
Sample pages
Page 18
Education encourages learning and choiceDiscovering Framing Crafting EncouragingDefining
People often have trouble connecting their personal actions with their effects on the ecosystemEnvironmentally-responsible behavior change is often difficult because we don’t see the effects of our behavior on the earth, and our actions have delayed effects. This makes designing for eco-friendly behavior change especially challenging. We can try to overcome this by illustrating how people’s actions affect the environment, through images, stories, diagrams, or by tracking someone’s behavior for a period of time.
Personal ObservationsDuring a two-week study in which participants tracked their bottled water consumption, people were often surprised to realize how much bottled water they drank. Increasing their awareness seemed to help prime them for behavior change. In other studies, people expressed apathy about environmental issues because they couldn’t relate the problems to their own personal actions.
Where can you find out more?Gardner, Gerald T., and Paul C. Stern. “Human Reactions to Environmental Hazards: Perceptual and Cognitive Processes.” In Environmental Problems and Human Behavior, 205–252. Boston: Allyn and Bacon, 1996.
Slovic, Paul, Baruch Fischhoff, and Sarah Lichtenstein, “Rating the Risks,” Environment 21, no. 3 (April 1979): 14–20, 36–30.
How can you put this into practice?
“I think its wonderful to be ‘green’ but its hard to imagine the exact effects that we are having on the world if you can’t physically see it everyday.”
—Journal study participant
“...things that are ‘out of sight’ tend to be ‘out of mind’.”
—Gardner & Stern, page 235
Try to show people how their habits and behaviors affect the environment
Try tracking people’s behavior to increase their awareness of their personal habitsB
I
E
greenID Exchange Forum: Creating Campaigns for Behavior Change Jennifer Shirey, Carnegie Mellon University, July 1, 2011
Context Opportunity FeedbackContent Sample pages ConclusionThesis project
Navigation
Roadmap: sample page
Sample pages
greenID Exchange Forum: Creating Campaigns for Behavior Change Jennifer Shirey, Carnegie Mellon University, July 1, 2011
Context Opportunity FeedbackContent Sample pages ConclusionThesis project
Page 18
Education encourages learning and choiceDiscovering Framing Crafting EncouragingDefining
People often have trouble connecting their personal actions with their effects on the ecosystemEnvironmentally-responsible behavior change is often difficult because we don’t see the effects of our behavior on the earth, and our actions have delayed effects. This makes designing for eco-friendly behavior change especially challenging. We can try to overcome this by illustrating how people’s actions affect the environment, through images, stories, diagrams, or by tracking someone’s behavior for a period of time.
Personal ObservationsDuring a two-week study in which participants tracked their bottled water consumption, people were often surprised to realize how much bottled water they drank. Increasing their awareness seemed to help prime them for behavior change. In other studies, people expressed apathy about environmental issues because they couldn’t relate the problems to their own personal actions.
Where can you find out more?Gardner, Gerald T., and Paul C. Stern. “Human Reactions to Environmental Hazards: Perceptual and Cognitive Processes.” In Environmental Problems and Human Behavior, 205–252. Boston: Allyn and Bacon, 1996.
Slovic, Paul, Baruch Fischhoff, and Sarah Lichtenstein, “Rating the Risks,” Environment 21, no. 3 (April 1979): 14–20, 36–30.
How can you put this into practice?
“I think its wonderful to be ‘green’ but its hard to imagine the exact effects that we are having on the world if you can’t physically see it everyday.”
—Journal study participant
“...things that are ‘out of sight’ tend to be ‘out of mind’.”
—Gardner & Stern, page 235
Try to show people how their habits and behaviors affect the environment
Try tracking people’s behavior to increase their awareness of their personal habitsB
I
E
Resources
Roadmap: sample page
Sample pages
greenID Exchange Forum: Creating Campaigns for Behavior Change Jennifer Shirey, Carnegie Mellon University, July 1, 2011
Context Opportunity FeedbackContent Sample pages ConclusionThesis project
Useful, usable, and desirable?
» Testing with other designers
» Feedback from design community
Feedback
greenID Exchange Forum: Creating Campaigns for Behavior Change Jennifer Shirey, Carnegie Mellon University, July 1, 2011
Context Opportunity FeedbackContent Sample pages ConclusionThesis project
Contributions to design
» Helps bridge the knowledge gap between disciplines
» Aligns relevant research to the human centered design process
» Gives designers practical tips for creating campaigns
» Provides ethical principles for design for behavior change
» Can potentially inform design for behavior change beyond environmental issues
Conclusion
greenID Exchange Forum: Creating Campaigns for Behavior Change Jennifer Shirey, Carnegie Mellon University, July 1, 2011
Context Opportunity FeedbackContent Sample pages ConclusionThesis project
Future exploration
» How effective is the roadmap in real-world design use?
» Would audiences benefit from additional information on design research methods?
Conclusion
greenID Exchange Forum: Creating Campaigns for Behavior Change Jennifer Shirey, Carnegie Mellon University, July 1, 2011
Context Opportunity FeedbackContent Sample pages ConclusionThesis project
For more information
» To request a copy of the design roadmap, write to [email protected]
» To find out more about my thesis project, visit http://jennysthesisproject.wordpress.com
Conclusion
