Читать книгу Engaged - Amy Bucher - Страница 15

The behavior change design approach in this book weaves together multiple different behavior change theories. Buckle up: This is your whirlwind tour. If you’ve taken psychology courses, you will recognize several old friends: self-efficacy, social learning, mindsets, and so on. The theory that most heavily underlies the book’s organization is the self-determination theory of motivation, which builds on and extends older theories of behavior in a way that’s easy to apply to product design.² I describe it in more detail in the section called “All About Motivation.”

Aside from specific underlying theories or approaches, there are three important points to remember when designing for behavior change:

• People are different. There will rarely be a “one-size-fits-all” solution to any problem. It’s important to be clear about who you are designing for and what they need. Research is essential to paint the picture of who your users are; because people are different, it’s very likely your assumptions based on your own experience or the people close to you won’t be true for others.

• Context matters. Nothing happens in a vacuum. People’s reactions to your product and their ability to take action depends on their situation. Understanding the environment in which people use your product, as well as the circumstances in which they will work on behavior change, should inform how you design.

• Things change. The whole point of behavior change is progress. As time goes on, people’s needs and situations will probably evolve. The way your product works for them may evolve, too—to the point where your users may even “graduate” to not needing it anymore. Be open to the idea that your users’ needs will change over time, and ready to adapt.

The research activities built into the behavior change design process help keep these three points at the forefront of your work.