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ENGAGED. DESIGNING FOR BEHAVIOR CHANGE
HOW TO USE THIS BOOK. Who Should Read This Book
What’s in This Book
What Comes with This Book?
FREQUENTLY ASKED QUESTIONS. I’ve got a background in behavior science, but no talent for visual design. Can I do behavior change design?
Is behavior change design actually necessary?
What role does social media play in behavior change design?
This book is mostly about motivation psychology. Are there other types of psychology that designers should learn?
Can I use behavior change design for evil?
CONTENTS
FOREWORD
INTRODUCTION
Relax, Take It Easy
With a Little Help from My Friends
Truth Hurts
Another Brick in the Wall, Pt. 2
CHAPTER 1
A Kind of Magic. Psychology and Design Belong Together
What Types of Products Benefit from Behavior Change?
Where Does Behavior Change Happen?
Some Core Tenets
Terminology
All About Motivation
Motivational Quality
Basic Psychological Needs
Cross-Cultural Relevance
The Behavior Change Design Process
The Upshot: You Can Do Behavior Change Design
CHAPTER 2
Pictures of Success. Measurement and Monitoring
Writing Your Outcomes Story
Define the Long-Term Success Metrics
Identify the Behavior Changes Needed
Determine How to Measure Exposure
Fill in the Specific Data Needed
Get a Baseline
Plan Your Analyses
Evaluating for Effectiveness
The Gold Standard: Randomized Control Trials
Real-World Comparisons
Case Studies
Surveys
Evaluating for Iteration
Mind Your Research P’s and Q’s
The Upshot: Metrics Tell Your Story
CHAPTER 3
It’s My Life. Making Meaningful Choices
Ownership Is Key
What Really Matters
Whatever . . . I Do What I Want
The Designer’s Dilemma
A Transparent Path to Change
How Not to Hook Users
Tell the Whole Truth
Play by the Rules
Give People an Out
Maybe Later
Door Number 3, Please
When There Really Is No Choice
Align Choices with What Really Matters
Motivational Interviewing
Package Values with Choices
Use Choices to Reflect Values
Don’t Go Overboard
The Upshot: Let There Be Choice
CHAPTER 4
Weapon of Choice. Make Decisions Easier
Why Choices Are Hard
The Paralysis of Analysis
Disorganized Data
Confusing Complexity
Opportunity Costs
Your Brain Is Biased
No Choice Is a Choice
When “Good” Choices Are Bad
Making Choices Easier
Constrain the Choice
Create Symmetry
Expose Just Enough Detail
Provide Structure
Talk About Trade-Offs
Recharge the Batteries
Work with Bias
A Spoonful of Sugar
So Good Looking
Give Permission to Be “Bad”
Choice Is Not a Weapon
The Upshot: Keep It Simple
CHAPTER 5
Something in the Way. Diagnosing Ability Blockers
What Blocks Ability?
Use Common Sense
Conduct Informal Research
Do a Literature Review
Conduct Formal Insights Research
What Can Insights Research Tell You?
The Behaviour Change Wheel
Body and Brain
A World of Possibility
Where There’s a Will
Organizing Your Research to Detect Ability Blockers
Write Interview Questions and Observation Checklists
Create a Data Grid
How to Handle Overlapping Data
The Upshot: Be a Detective
CHAPTER 6
Fix You. Solving Ability Blockers
Prioritizing Ability Blockers
Criteria to Consider
Creating a Priority Score
Overcoming Ability Blockers
Solving Physical Capability Blockers
Solving Psychological Capability Blockers
Overcoming Social Opportunity Blockers
Overcoming Physical Opportunity Blockers
Overcoming Reflective Motivation Blockers
Overcoming Automatic Motivation Blockers
Translating Intervention Functions to Solution Features
Tried and True Ability Enhancers
From Opt-In to Opt-Out
Personalizing for Ability
Watch Out! Ethical Considerations in Designing for Ability
The Upshot: Pick the Right Solution
CHAPTER 7
Harder, Better, Faster, Stronger. Designing for Growth
Motivating Growth
Frame Challenges Positively
It’s All About the Milestones
Flow and Grow
Don’t Be Boring
(Re)Connect with Purpose
The Feedback Playbook
Step 1: Measure Something
Step 2: Offer Feedback at Multiple Levels
Step 3: Add Information About What Other People Do
Strength in Numbers
Step 4: Find a Frequency
Praise Be to the Repeat Achiever!
Step 5: Tee Up the Next Action
Watch Outs: Common Missteps
Perverse Incentives
The A Student
Gaming the System
Good Feedback Is for the User
The Upshot: Feedback for All
CHAPTER 8
Come Together. Design for Connection
What Can Social Support Do?
Foster Purpose and Fun
Help a Pal Out
Show the Way
Keep It Honest
Who You Are Matters
And Just Be Authentic
Social Support in Real Life
Ask the Right People . .
For the Right Things
Supportive Combat
Taking Social Support Online
Real-World Social Networking
Networking for Change
Avoiding Social Media Traps
Lurkers Welcome
Virtual Experts
The Upshot: Everybody Needs Somebody
CHAPTER 9
Mr. Roboto. Connecting with Technology
Amp Up the Anthropomorphization
Everything Is Personal
Personalized Preferences
Personalized Recommendations
Don’t Be Afraid to Learn
Personalized Coaching
Speak My Language
Watch Your Tone
Talk Like a Psychologist
Robots with Personality
Two-Way Transmission
Authenticity, Again
The Upshot: People + Product = Love
CHAPTER 10
A Matter of Trust. Design Users Can Believe In
Why Trust Is So Important
Hello, My Name Is
The Science Behind
Trust Us, We’re Doctors
Show Off Satisfied Customers
Provide Itemized Receipts
All Aboard
Prioritize Data Privacy and Security
Ask Permission Before Sharing Data
Take It Slowly
De-Mystify Your Legalese
Certificates Galore
Deliver on Trust
Provide Clear and Immediate Value
Try a Little Tenderness
Anthropomorphize Like It’s Going Out of Style
Not Too Human
Let the People Be in Charge
Balancing User Control and Expert Success
Garbage In, Garbage Out
How May I Help You?
How to Say Goodbye
The Upshot: Users Trust an Open Book
CHAPTER 11
Someday Never Comes. Design for the Future Self
Why the Future Self Is So Far Away
Set the Right Goals
Remind Users What Matters
Dig Deeper
Bring the Target Closer
Make a Plan to Reach Them
Set Expectations
Create and Commit
Get Personal
Foot in the Door
Choose the Right Tactics
Highlight Small Achievements
Shape the Environment
Get Mindful
Bring the Future to Life
Know When to Fold ’Em
The Upshot: Make the Future Feel Real
CHAPTER 12
Nothing’s Gonna Stop Us Now. Go Forth and Engage
Doing Behavior Change Design
Be Glinda, Not Elphaba
Be a Behavior Change Evangelist
Fueling the Competence Engine
Never Stop Reading
Listen to Podcasts
Talk to People
The Promise of Behavior Change
INDEX. A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z
ACKNOWLEDGMENTS
RECENT TITLES FROM ROSENFELD MEDIA
SELECTED TITLES FROM ROSENFELD MEDIA
ABOUT THE AUTHOR
Footnotes. Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Chapter 6
Chapter 7
Chapter 8
Chapter 9
Chapter 10
Chapter 11
Chapter 12
Amy Bucher
NEW YORK 2020
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The Upshot: Pick the Right Solution
PERSPECTIVE
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