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The phases of a behavior change design project look a lot like the phases of any project. At Mad*Pow, where I work, the behavior change design team breaks the process into four phases:

• Diagnosis is a research and discovery phase to better understand the problem space, the target users, and the context in which they live and perform the target behaviors. This phase could include primary research like interviewing or observing target users, as well as secondary research, such as literature reviews or reviewing insights from previous projects.

• Prescription is a generative phase where potential solutions are explored and product requirements created. Literature reviews can come in handy here, too. They offer a fast track to identifying solutions that are likely to be effective, especially when paired with a framework like the Behaviour Change Wheel⁵ that links behavior change barriers to interventions.

• Execution is the phase where the product is built, whether that takes the form of visual design, coding, service development, and so forth. Behavior change designers may be active contributors to the build, or they may work closely with other team members to ensure an accurate translation of concepts.

• Evaluation refers to the measurement of a product’s effectiveness. Although it’s represented as the end phase of a four-part process, evaluation is ideally an ongoing activity throughout the design process to maximize product success. For example, it’s always a good idea to test early prototypes with users if you can, rather than investing in a full development before getting feedback. Once a product is out in the market, measurement provides tools to continue to iterate and improve it.

Regardless of what your team calls these phases, you probably have a similar process that you use. The labels matter less than what you do during each phase. Behavior change designers typically perform a specific set of activities to accomplish phase objectives. Sometimes these are familiar activities that other design professionals also use, like research interviews or prototype sketching. Other times, the activities are more closely tied to behavior change, such as doing a literature review of previously published interventions or creating an outcomes logic map. What’s important is that you are doing the groundwork to understand your target users and their needs, coming up with reasonable hypotheses about how to change target behaviors, and testing the efficacy of your designs.

The tactics and activities in this book occur across the entire product development process. You’ll learn about ways to research and understand target users; identify product features to help them accomplish goals and overcome barriers; specify requirements so they can be brought to life in product development; and investigate whether and how a product works to support user outcomes.