Extending the power of Human-Centred Design through Behavioural Design

Transcript

1. Extending the power of Human-Centred Design through Behavioural Design
2. Kasia Mierzejewska Fiona Meighan Director of Innovation Practice MAKE Studios Chief Eco-Innovation Officer STREAT Certified Tiny Habits Coach Service Design Lead MAKE Studios
3. 1. Why Behavioural Design and HCD are a power combo 2. Our journey - Case studies Today…
4. BD + HCD = power combo
5. Two schools of thought
6. Creating lasting change
7. Human Centred Design
8. Behavioural Design - Nudges and Tiny Habits
9. Buster Benson Cognitive Bias Codex Examples… - Confirmation bias - Dunning-Kruger effect - Risk compensation Nudges
10. Better to eat lunch than be lunch Photo by Philipp Pilz
11. IKEA Effect More value in something you assembled yourself. Ego Depletion Less likely to get a positive judgement before lunch Unconscious bias Gender and cultural specificity on resumes influence recruitment decisions Unhelpful biases
12. Biases nudging behaviour Water vs. soda Moving bottles of water so that they were at eye-level and soft drink somewhere less prominent in kitchens at Google increased water uptake by 47% Organ Donation Countries with opt out programs have 55% more donors (85%) than countries that opt in Recommending operations Doctors were 34% more likely to opt for a surgical cancer treatment when presented with the survival rate instead of the death rate - same info presented differently
13. Tiny Habits BMAT/BMAP model BJ Fogg
14. Tiny Habits
15. Our journey: case studies
16. 1 - Inspiration City of Melbourne
17. Community Energy Identifying what must be true for a community focused renewable energy project to work for residents and businesses.
18. Cognitive bias cards
19. Using the BMAT/BMAP model to map customer groups
20. High Action Line Volatile idealists Love the idea, can’t commit – 4 – Shared households Can’t invest – 3 – Skeptics w/ barriers – 2 – Green & engaged Actions align with values – 4 – Pragmatists w/ constraints Need less upfront costs or more flexibility to lower barriers to entry – 6 – Highly motivated Willing + able – 3 – Aligned businesses C.E. is a strong brand story – 4 – Enabled pragmatists See C.E. as an investment – 4 – Market driven – 1 – Note: potential say-do gap ABILITY Skeptics w/ means Won’t invest – 3 – MOTIVATION Low Low High
21. 2 - Nudging Academic institution
22. Student services How might we improve student access and experience of student services?
23. v v Hypothesis workshop Analysis and synthesis Customer insight Customer research & student co-design Staff co-design/ Open Studio Designing prototypes/ experiments Prototyping learning & insight Analysing experiment data / Feasibility and viability Report and recommendations Running experiments Nudges here HCD with a smattering of nudges
25. 2 experiments Pop up centres in two locations
26. Nudges •Social proof •Default bias •Reduction
27. 3 - The combo International bank
28. Wealth journey The project aimed to enhance the wealth journey for customers as they plan for retirement. Photo source: Google
30. For example…
31. 4 - The living lab - measuring impact STREAT
32. The living lab: 9 Cafés, a bakery, roastery & catering
33. https://tinyurl.com/streatplanet
34. “It doesn’t matter how amazing the steak is, if it’s served on a cold plate it’s crap. If it’s served with a dull knife it’s crap. If the gravy isn’t piping hot, it’s crap. If you’re eating it on an uncomfortable chair, it’s crap… Because I care about the steak, I have to care about everything around it.” Gordon Ramsay HCD is embedded in hospitality Photo by Justin Stephens
35. HCD Nudges : measuring Tiny Habits Example 1 - Siptember
36. • 33% goal reached and sustained • Consistently 44-52% at 2 sites • 58% across all our sites Siptember - outcomes
37. Example 2 - Nudging for plant rich meals
39. Nudging for plant rich meals • Evidence based nudges for behaviour change • Impact and feasibility
40. Reduce amount of meat in dish, increase plants No beef or lamb in cafe Vegan grab and go / catering Plant based dishes listed in body of menu, not separately Posters and social media Interventions already in place
41. Product placement and language reframing - grab and go Staff scripts promoting plant rich dishes Ongoing interventions
42. Address “hot cold empathy gap” Menu design HELPING THE PLANET ONE MEAL AT A TIME…. Seaweed - a planet-friendly powerhouse! Sucking in a staggering 3x the carbon of a mature tree this ingredient also gives us all the good things from the sea to keep us healthy - iodine, zinc, iron and super vitamins B and K - thanks seaweed! Chickpeas - a drought-tolerant protein package these feisty legumes are popular around the world and also known as Garbanzo, gram, chana and chole. In some parts of Europe, in the late 1700s, ground, roasted chickpeas were used as a substitute for coffee! Pickled mustard greens - if you’re only going to eat one leafy green vegetable you should make it mustard greens. Easy to grow, this is the star pupil when it comes to nutrients. More importantly, it tastes delicious, especially when it’s pickled by our in-house fermentos. When you order a dish with this planet symbol next to it you know you’re picking a dish that’s super kind to our planet. It is made from five star climate friendly ingredients such as:
43. Key takeaways
44. We have learned… • HCD : Nudges : Tiny Habits can be used in complementary ways • Nudges can be used in many ways • Experimenting, refining and re-testing is the gold standard • We’ve only just begun…stay tuned
45. Thank you! Questions?