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