Interaction Design Foundation Bogotá

Behavior Design DiseĂąo del comportamiento aplicado a la experiencia de usuario

Diana Gonzalez

Msc Design for Interaction

Msc Design for Interaction Senior UX designer

Industrial design

diana-gonzalez- dianagonzalez.myportfolio.com

Agenda Referencias Dos sistemas de pensamiento, economia conductual Principios de persuaciรณn Hook model + Fogg Behavior model Sostenibilidad

*Casi toda las diapositivas estan en ingles

Referencias

Economia conductual (Behavioral economics)

Referencias

Influencia

Formacion de habitos

35.000 decisions per day

By Daniel Kahneman

System 1 Fast

System 2 Slow

intuitive, automatic, experience-based, and relatively unconscious.

reflective, controlled, deliberative, and analytical.

We are not as rational as we like to think

Principles of Persuasion

By Robert Cialdini

“[I]t is not information per se that leads people to make decisions, but the context in which that information is presented.�

Reciprocity When someone does something nice for you, you feel obliged.

Free bluetooth devices

Commitment and consistency People want to appear consistent so they stick to choices.

Contract https://medium.com/behavior-design/how-apps-can-shape-your-future-self-21ecb0215c8b

Goal setting (works also when shared with someone) https://www.stridesapp.com/

Social proof We look to others to decide what’s desired or correct behavior.

Liking Liking someone predisposes you to being persuaded by them

Visual design, UI and UX

Authority We feel obligated to obey authority figures.

By Robert Cialdini

Scarcity We value and desire what is short supply.

Quantity-limited scarcity https://uxdesign.cc/scarcity-in-ux-the-psychological-bias-that-became-the-norm-3e666b749a9a

Access-limited scarcity

Time-limited scarcity

Hook model

By Nir Eyal

Hook Model

Trigger Make it obvious

Triggers are the actuator of the behavior. Provide the basis for sustained behaviour change.

External: Notifications, messages, reminders, mail.

Internal: Our brains are adapted to seek rewards that make us feel accepted, attractive, important and included.

Connect a new behavior with an existing one

https://medium.com/behavior-design/how-apps-can-shape-your-future-self-21ecb0215c8b

Action Make it easy and attractive

Motivation The level of desire to take that action or the “energy for action�.

Intrinsic or extrinsic

Motivation

High motivation

Trigger succeed

Ability

Trigger fail Low motivation Hard to do

Ability

Easy to do

https://www.mebook.se/images/page_file/38/Fogg%20Behavior%20Model.pdf

Ability of the user to take action easily or capacity to do a particular behavior.

Increase ability

Increase extrinsic motivation

Any technology or product that significantly reduces the steps to complete a task will enjoy high adoption rates by the people it assists.

Variable reward Make it easy and attractive A powerful hack that focuses attention, provides pleasure, and infatuates the mind.

Self

Hunt

Tribe

Self

- Conquer obstacles Games: - Progress-completion - Unlocking powers - Completion-Competence: levels - Self acknowledgment: Points, badges

Mail: accomplishment

Hunt - Consumerism, objects - Deals and information - Twitter: Feed content, scroll for rewards (meaningful content) - Pinterest: Object of desire, visual curiosity

Tribe - Likes, comments, votes, - Personal kudos, role models - Personal satisfaction, community collaboration - Social points

Investment The more users invest time and effort into a product or service, the more they value it.

- Ikea effect - Consistency: More effort > More value > More use - Stored value: * Content: Collection of memories and experiences * Data. Followers and following * Reputation, reviews * Skills - Loading the next trigger

Data, skills, Ikea effect

Visualize prior investment

Loading next trigger

Habit forming potential

People must believe is possible!

Frequency: how often the behaviour occurs Perceived utility: how useful and rewarding the behaviour is in the user’s mind over alternative solutions.

Sustainable behavior

Design Behavior intervention model

Lilley et al. (2005) (2009) Lockton et al. (2008) Wever et al. (2008) DBIM (Tang, 2010)

Design Behavior intervention model

Lilley et al. (2005) (2009) Lockton et al. (2008) Wever et al. (2008) DBIM (Tang, 2010)

Design Behavior intervention model

Lilley et al. (2005) (2009) Lockton et al. (2008) Wever et al. (2008) DBIM (Tang, 2010)

Design Behavior intervention model

Lilley et al. (2005) (2009) Lockton et al. (2008) Wever et al. (2008) DBIM (Tang, 2010)

Summary

References

Lilley, D. (2009). Design for sustainable behaviour: strategies and perceptions. Design Studies, 30(6), 704–720. https:// doi.org/10.1016/j.destud.2009.05.001 Lockton, D., Harrison, D., & Stanton, N. (2008). Making the user more efficient: Design for sustainable behaviour. International Journal of Sustainable Engineering, 1(1), 3–8.

Wever, R., Van Kuijk, J., & Boks, C. (2008). User-centred design for sustainable behaviour. International Journal of Sustainable Engineering, 1(1), 9–20.

Tang, T. (2010). Towards sustainable use: design behaviour intervention to reduce household environment impact. \ copyright Tang Tang. Retrieved from https://dspace.lboro.ac.uk/dspace-jspui/handle/2134/7014

Gracias!

Other strategies Maintenance