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HOW TO USE THIS BOOK

Who Should Read This Book

This book is for anyone who wants to apply behavior change science to the design and development of digital products. Whether you’re a social scientist working to change people’s behaviors through apps, websites, and other digital tools, or a product manager, researcher, or designer who wants to infuse behavior science into your work, this book is for you.

What’s in This Book

Chapter 1, “A Kind of Magic: Psychology and Design Belong Together,” introduces the concept of behavior change design and identifies some of the domains in which it is used. You’ll learn about the self-determination theory of motivation, which provides the underlying structure for the rest of the book. According to self-determination theory, the most long-lasting motivation comes when people’s needs for autonomy, competence, and relatedness are supported.

Then, in Chapter 2, “Pictures of Success: Measurement and Monitoring,” you’ll learn about measuring and monitoring to ensure that your product is on track to achieve desired outcomes. Although most people think of outcomes assessment as something that happens late in the process, the seeds for a successful measurement strategy are planted at the very start of a behavior change design project.

The next chapters of the book talk about ways to support autonomy through digital design. Chapter 3, “It’s My Life: Making Meaningful Choices,” is about offering users meaningful choices as they approach behavior change, while Chapter 4, “Weapon of Choice: Make Decisions Easier,” focuses on making choices easier for people so that they can end up on the right path more quickly.

The next set of chapters focus on supporting competence. In Chapter 5, “Something in the Way: Diagnosing Ability Blockers,” you’ll learn about using research to identify the things that block and boost users’ ability to achieve their goals. Chapter 6, “Fix You: Solving Ability Blockers,” is about linking those findings to features that help users overcome obstacles. And in Chapter 7, “Harder, Better, Faster, Stronger: Designing for Growth,” you’ll learn about structuring goals, milestones, and feedback to keep users moving toward success.

Relatedness can be supported through connection. In Chapter 8, “Come Together: Design for Connection,” I share how digital products can facilitate relationships between people. Then, in Chapter 9, “Mr. Roboto: Connecting with Technology,” you’ll see how technology can be used to help people feel a sense of connection. In Chapter 10, “A Matter of Trust: Design Users Can Believe In,” I talk about trust, an essential ingredient in a healthy relationship between your user and your product.

Then, Chapter 11, “Someday Never Comes: Design for the Future Self,” provides an overview of how the techniques from the previous chapters can be used to support a major behavior change challenge: getting people to do hard things today for the benefit of their future selves. Finally, in Chapter 12, “Nothing’s Gonna Stop Us Now: Go Forth and Engage,” I share how to carry behavior change design forward into your organization and your work.

Throughout the book you’ll meet other experts working in behavior change design in sections I’ve called Perspective. These are people who have deep expertise in the topic of a chapter, and can either offer a deep dive or pro tips to help you as you learn. They are also all people whose work I admire, and many of them have influenced the way I practice my craft.

What Comes with This Book?

This book’s companion website ( rosenfeldmedia.com/books/engaged-designing-for-behavior-change/) contains a blog and additional content. The book’s diagrams and other illustrations are available under a Creative Commons license (when possible) for you to download and include in your own presentations. You can find these on Flickr at www.flickr.com/photos/rosenfeldmedia/sets/.