UXSG2014 Workshop (Day 1) - Nudge workshop (AHS & MOM team)
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Transcript of UXSG2014 Workshop (Day 1) - Nudge workshop (AHS & MOM team)
DESIGNING BEHAVIOUR CHANGE
Tan Liren | Industrial Designer | Alexandra Health System
IN HEALTHCARE
Teo Ya Chih | Senior Manager | Ministry for Manpower
HELLO! And Welcome J
Joint workshop by KTPH & MOM
Innovation Behavioural Insights and Design Unit Behavioural Insights & Design
About us
Dr Wong Sweet Fun!Senior !
Consultant!
Tan Liren!AHS!
Lee Wei Chung!Designer!
Teo Ya Chih!MOM!
Sabrina Ng!AHS!
Ee Tien!MOM!
Wong Hefen!MOM!
Joycelyn Chua!MOM!
Objective of today’s session
Introduction to Behavioural Economics
Learn 2 Frameworks for Application
EASY
ATTRACTIVE
SOCIAL
TIMELY TIMELY
MINDSPACE EAST
Developed by UK, Behavioural Insights Team
Program for the day
Workshop
14:00 15:15 15:40 18:00
INTRODUCTION
TEA BREAK
APPLICATION APPLICATION
• Activity: Redesigning S-Clinic (Develop Interventions-EAST)
• Sharing of concepts • Closing
16:30 15:50
• Introduction to Behaviour Insights concepts – MINDSPACE
• Activity: Redesigning S-Clinic (Understand-MindSpace)
NUDGE IN HEALTHCARE
• Designing Nudge in Healthcare – EAST framework
Open to learn
Ground rules
Exchange ideas Be excited
Ice breaker
• <<Name>> • <<Occupation>> • I will like to be known for __________ • I hope to learn from this workshop __________
Quiz
1. Was Mahatma Gandhi older or younger than 100 years old when he died?
2. How old was Mahatma Gandhi when he died?
3. Was Benjamin Sheares older or younger than 50 years old when he died?
4. How o ld was Ben jamin Sheares when he died?
5. Which tower is leaning more to the right?
Mei Ling is 31 years old, single, outspoken and very bright. She majored in philosophy. As a student she was deeply concerned with issues of discrimination and social justice. She drives a hybrid car and lives in Punggol waterway area.
6. Which of these two statements is more likely? A) Mei Ling is a librarian B) Mei Ling is a librarian and is active in the environmental movement
7. Would you travel 20 minutes to get the discounted toaster?
$100
$50
8. Would you travel 20 minutes to get the discounted television?
$3,000
$2,950
9. How many times do you floss your teeth in a day/ month*?
0 1 2 3 4 5 6 7 8
10. How likely are you going to see the dentist if you have not done so?
0 1 2 3 4 5 6 7 8
What is the relationship between design thinking and behaviour science?
BEHAVIOUR SCIENCE Explains the science of how our behaviour is affected by what our brains perceive
DESIGN THINKING Understand what our users need and desire through deep empathy
Design thinking and behavior science!
Understand, Explore and Affect! Examine, Explain and Test!
Behavioural insights
It turns out that the environmental effects on behaviour are a lot stronger than most people expect
Humans make predictable mistakes because of their use of heuristics, fallacies, and because of the way they are influenced by their social interactions
Use of behavioural insights in public policy
MINDSPACE – developed by UK BIT A framework for understanding behavioural
biases and effects
Messenger Incentives Norms Defaults Salience Priming Affect Commitment Ego
Messenger - We are heavily influenced by who communicates information
Expertise and trust
Perceived authority (formal or informal)
Peer effects
Incentives - Our responses to incentives are shaped by mental shortcuts
Future discounting
Loss aversion
Overweigh small probabilities
24 Sep 27 Sep 29 Sep TIME
Banana/ Choc
Hyperbolic discounting
Norms - We are strongly influenced by what others do
Personalise the norm
Spread the word Beware of boomerangs
Defaults - We “go with the flow” of pre-set options
Defaults work because people dislike making important decisions and like to
procrastinate
h#p://www.youtube.com/watch?v=2lXh2n0aPyw
Avoid choice overload
Highlight to people what they want/ need
to know
Salience - Our attention is drawn to what is novel and seems relevant to us
Personalisation
Priming - Our acts are often influenced by sub-conscious cues
Size of plates and portion size effects how much we eat
Words, sights and smells influence behaviour
h#p://www.youtube.com/watch?v=2lXh2n0aPyw
Moods can be more important than
deliberation
Emotional responses are fast & automatic
Cannot always explain own behaviour
Affect - Our emotional associations can powerfully shape our actions
Commitment - We seek to be consistent with our public promises, and reciprocate acts
People can actively choose to constrain
their future self
Make commitments public
Reciprocity
Ego - We act in ways that make us feel better about ourselves
We seek to behave in a way that supports a positive and consistent
self image
Messenger We are heavily influenced by who communicates information
Incentives Our responses to incentives are shaped by mental shortcuts
Norms We are strongly influenced by what others do
Defaults We “go with the flow” of pre-set options
Salience Our attention is drawn to what is novel and seems relevant to us
Priming Our acts are often influenced by sub-conscious cues
Affect Our emotional associations can powerfully shape our actions
Commitment We seek to be consistent with our public promises, and reciprocate acts
Ego We act in ways that make us feel better about ourselves
Understand your persona
Programme for the day
Workshop
• Introduction to Behaviour Insights concepts & Framework
14:00 15:00 18:00
INTRODUCTION
TEA BREAK
APPLICATION APPLICATION
16:30
TEA BREAK
15:30 15:50
NUDGE IN HEALTHCARE
• Designing Nudge in Healthcare – EAST framework
• Activity: Redesigning S-Clinic (Develop Interventions-EAST)
• Sharing of concepts • Closing
• Activity: Redesigning S-Clinic (Understand-MindSpace)
WELCOME BACK! J Tan Liren | Industrial Designer | Alexandra Health System
Teo Ya Chih | Senior Manager | Ministry for Manpower
Overview from the 1st session A framework for understanding behavioural biases and effects
Messenger Incentives Norms Defaults Salience Priming Affect Commitment Ego
We can’t help being irrational. Our brains are wired that way.
Behavioural Economics helps us understand many of the seemingly irraConal behaviours
Program for the Day
Nudge Workshop
• Introduction to Behaviour Insights concepts & Framework
14:00 15:00 15:30 18:00
INTRODUCTION
TEA BREAK
APPLICATION NUDGE IN HEALTHCARE
APPLICATION
• Designing Nudge in Healthcare – EAST framework
• Activity: Redesigning S-Clinic (Develop Interventions-EAST)
• Sharing of concepts • Closing
• Activity: Redesigning S-Clinic (Understand-MindSpace)
16:30 15:50
Why do you think Behavioural Economics is important in Healthcare?
As we strive to progress as a society
We are now living a more sedentary lifestyle, compared to our ancestors as we transit to a knowledge-based economy.!
http://stcommunities.straitstimes.com/sites/default/files/imagecache/bxslider_photo/capitolsg10e.jp
http://3.bp.blogspot.com/-C7CWWkHcBXc/Uld1Zco2nII/AAAAAAAAEd4/3nzjlglCymo/s1600/ncs-office.jpg
As we strive to progress as a society
From living in a time of scarcity to one of abundance, our priorities changed. We now have easy access to convenient but unhealthy food.!
http://www.thedogood.net/wp-content/uploads/2012/05/13-donate-food-lg.jpg
h#p://i287.photobucket.com/albums/ll143/hongpeng1990/Blog%20Images/JollibeeSG02_zpse388e1d3.jpg
As we strive to progress as a society
As a result, we now face an entirely different set of challenges, in which unhealthy lifestyles are the key to many of our chronic diseases. !
http://news.xin.msn.com/en/singapore/moh-extends-use-of-medisave-to-cover-more-chronic-diseases
Problems in Healthcare
“We don’t have a healthcare problem. We have a behaviour problem.”
-Mr Gautam Jaggi, Lead Analyst Ernst & Young
Healthcare Perspective
Patients’ Perspective
Patients’ Perspective
h#p://cdn.asiancorrespondent.com/wp-‐content/uploads/2013/02/AsiaObesity-‐621x297.jpg
Patients’ Perspective
h#p://4.bp.blogspot.com/-‐UcB68Lo5CrQ/U28nJo4LjSI/AAAAAAAAnp8/RTxBTznppMU/s1600/DSC_0047jk.jpg
"If you look at people after coronary-artery bypass grafting two years later, 90% of them have not changed their lifestyle, even though they know they have a very bad disease and know they should change.” -Dr Edward Miller
Changing Behavior is one of the biggest and most important challenge in healthcare.
Behavioural Economics in Healthcare
How can Behavioural Economics help us?
EAST Framework
Adapted from The Behavioural Insights Team, UK
EASY
ATTRACTIVE
SOCIAL
TIMELY
The Behavioural Insights Team developed the EAST framework for practitioners to easily apply it in the design of the solution to nudge the desired behavior.
2. Simplify 3. Using Defaults
EAST Framework
EASY
ATTRACTIVE
SOCIAL
TIMELY
Make the solution easy by:
1. Reducing Hassle Factor 2. Simplifying 3. Using Defaults
Strategies for Easy
REDUCE HASSLE
Make healthy options easily accessible
SIMPLIFY
Make it simpler for people to understand healthier options
DEFAULT
Make healthy food the only choice available
HOW MIGHT WE… Make it easier for people to eat well?
EAST Framework
EASY
ATTRACTIVE
SOCIAL
TIMELY
Make the solution attractive by:
1. Attracting Attention (Appeal) 2. Rewarding and Sanctioning 3. Gamifying & Fun
Strategies for Attractive
HOW MIGHT WE… Make it attractive for people to not litter?
REWARDS & SANCTIONS
Make people own it by putting their reputation at stake
ATTRACT ATTENTION
Make recycling options obvious
GAMIFY/ FUN
Make the act of throwing trash fun
h#p://i.dailymail.co.uk/i/pix/2009/03/19/arCcle-‐1163132-‐03F79CFC000005DC-‐193_468x377.jpg
h#p://chemistryteam.com/cms/wp-‐content/uploads/bins21.jpg
EAST Framework
EASY
ATTRACTIVE
SOCIAL
TIMELY
Make the solution social by:
1. Social Norms 2. Commitment Device 3. Networking
Strategies for Social
SOCIAL NORMS
Customise the desired norm to encourage usage
COMMITMENT DEVICE
Make users commit to a future decisions to ensure compliance
NETWORK
Create a network to encourage peer support
HOW MIGHT WE… Make it social for people to lead an active lifestyle?
EAST Framework
EASY
ATTRACTIVE
SOCIAL
TIMELY
Make the solution timely by:
1. Prompting 2. Planning 3. Cost of Delay
Strategies for Timely
PLAN
Bundle a service together with the product
COST OF DELAY
Bring forward consequences of not using sunscreen
PROMPTS
Place prompts at the desired context
HOW MIGHT WE… Make it timely for people to adopt the usage of sun screen to protect their skin?
http://goodoldlululemon.files.wordpress.com/2014/05/imgp8838.jpg h#p://www.ozarkoutdoors.net/wp-‐content/uploads/2013/03/Store-‐Layout-‐From-‐Dispatch.jpg
h#p://www.reddit.com/r/SkincareAddicCon/comments/26y97f/uv_photo_with_without_sunscreen/
Nudge in the Design Process
Understand! Explore! Prototype!Frame!Problem!
Implement!Solution!
Observe/ Interview
Explain Strategise Select Ideas Prototype
Nudge in the Design Process
Design Research User needs
Design Solution
Behavioural Science Attributing factors that explains one’s behavior
Social Influence Social Norms Choices
Nudge in the Design Process
“Nudges are like GPS units: they tell you the most efficient, or ‘best’, route, but you don’t have to take it; you can go your own way and choose the scenic route, if you like.” Professor Cass Sunstein
Behavioural Design Toolkit To stimulate ideas in the design process
The value in both science and design lies in what they can teach us about people.
Wai%ng in an hospital in 2013
Thank You [email protected]
Program for the Day
Nudge Workshop
• Introduction to Behaviour Insights concepts & Framework
14:00 15:00 15:30 18:00
INTRODUCTION
TEA BREAK
APPLICATION NUDGE IN HEALTHCARE
APPLICATION
16:30
• Designing Nudge in Healthcare – EAST framework
15:50
• Activity: Redesigning S-Clinic (Develop Interventions-EAST)
• Sharing of concepts • Closing
• Activity: Redesigning S-Clinic (Understand-MindSpace)
Closing
DEFINE THE OUTCOME
UNDERSTAND THE CONTEXT
BUILD YOUR INTERVENTIONS
What you’ve just been through
TEST, LEARN, ADAPT
h#p://www.clubsnap.com/forums/street-‐candids/463876-‐singaporean-‐uncle.html http://singaporeseen.stomp.com.sg/singaporeseen/sites/default/files/public/article/images/featured/2012/12/1514844.jpg
Nudge in the Design Process
Understand! Explore! Prototype!Frame!Problem!
Implement!Solution!
Observe/ Interview
Explain Strategise Select Ideas Randomised Controlled Trials
MINDSPACE! EAST!
Further Reading If You are Interested
More Sources of Inspiration
A Beginners Guide to IrraConality by Dan Ariely on Coursera
Brains, Behaviour and Design Group, InsCtude of Design
Behaviour Economics and Neuroscience 101 by Tapestry Works
Thank You.