2020 - Set and achieve your product vision with behavior change design

UX Y'all 2020 Keynote with Amy Bucher

Transcript

1. Set and Achieve Your Product Vision with Behavior Change Design Amy Bucher, Ph.D. VP Behavior Change Design, Mad*Pow abucher@madpow.net @amybphd
2. VISION IS A DESTINATION
7. BEHAVIOR CHANGE DESIGN SETS THE VISION AND PLOTS THE COURSE
8. WHAT IS BEHAVIOR CHANGE DESIGN?
9. THE BEHAVIOR CHANGE DESIGN PROCESS Diagnose Prescribe Implement Evaluate
10. A DIFFERENT LENS ON UX
11. Focus on target behaviors Use of psychological theories and frameworks to ground research and design Consideration of affect, cognition, and motivation as drivers of behavior Measurement and monitoring of behavioral outcomes HOW IS BCD UNIQUE?
12. Facilitate the ability of people to work toward goals by designing interventions that address barriers to target behaviors and promote conditions that are favorable to target behaviors BEHAVIOR CHANGE DESIGNERS . . .
13. BEHAVIOR CHANGE DESIGNERS BUILD INTERVENTIONS
14. Interventions are products, experiences, or communications designed to get people to act differently than they would otherwise INTERVENTIONS
15. INTERVENTIONS
16. The Behavior Change Design Research toolkit is deep
17. Literature reviews Interviews – stakeholder and user Observations Contextual inquiries Operational analysis Participatory design Usefulness/desirability testing Surveys A/B tests User feedback Real world observations Quasi-experiments Randomized control trials (RCTs) BEHAVIOR CHANGE DESIGNERS USE: And more!
18. During the Diagnosis phase, define where you are and where you want to go
19. BUILDING AN OUTCOMES PLAN
20. How Behavior Change Design Solves This: If you don’t know what success looks like, you won’t know if you’ve achieved it Behavior change design requires defining target behaviors and outcomes targets as a first step = Clarity of vision KEY RISK: SUCCESS METRICS ARE UNCLEAR
21. BUILDING AN OUTCOMES PLAN
22. GETTING TO VISION: DEFINE TARGET BEHAVIORS
23. Walking in the park Feeling confident Taking a pill Losing weight Wanting to make a change Being happy Reading a chapter a night Saving $100 a month Preparing for retirement Practicing Spanish vocabulary WHICH ONES ARE BEHAVIORS?
24. Walking in the park Taking a pill Reading a chapter a night Saving $100 a month Practicing Spanish vocabulary Feeling confident Losing weight Wanting to make a change Being happy Preparing for retirement BEHAVIOR ZONE NOPE WHICH ONES ARE BEHAVIORS?
25. But which behaviors should WE target?
26. Which behaviors are most related to the project’s big KPIs or outcome goals? Do you have access to the people who do that behavior? Can you influence them within the constraints of your toolkit? What is the effort and cost of influencing those behaviors relative to their effect? SELECTING TARGET BEHAVIORS Sample evaluation grid
27. BUILDING AN OUTCOMES PLAN
28. And how much intervention do we need to deliver to change those behaviors?
29. NOT ALL BEHAVIORS REQUIRE THE SAME SUPPORT Complexity of behavior in context Complexity of behavior change approach Clicking on a link Learning to run and training for a race Medication adherence with side effects Managing a chronic health condition with comorbidities, medication, diet, exercise Prompting societal behavior shifts in physical distance, mask wearing, hand washing, etc.
30. BUILDING AN OUTCOMES PLAN
31. OUTCOMES PLAN = VISION & ROADMAP 1. Long –term outcomes are the vision 2. User behavior over time yields the outcomes 3. The product (intervention) delivers the support users need to change and sustain new behaviors 4. Baseline measurements make the change visible 4. 3. 2. 1.
32. An outcomes plan ties product features to desired outcomes Talking to users about their motivations and contexts helps establish product desirability and fit Research can help discover the overlap between stakeholder or customer KPIs and user needs KEY RISK: NOBODY WANTS OR NEEDS THIS PRODUCT
33. At the nexus of Diagnosis and Prescription, determine the best route to achieve your vision.
34. EXAMINE BEHAVIOR IN CONTEXT Bronfenbrenner, U. (1977). Toward an experimental ecology of human development. American Psychologist, 32, 513-531. Individual Microsystem (Family, school, peers, workplace) Mesosystem (Interactions of microsystems) Exosystem (Economic, political, religious contexts, etc.) Macrosystem (Socio-cultural context)
35. How Behavior Change Design Solves This: Talk to people about their goals, beliefs, and experiences Test product concepts against real-world scenarios Look at previous research to see what worked and what did not KEY RISK: PRODUCT DOESN’T FIT PEOPLE’S LIVES
36. • Acceptance and commitment therapy • Behavioral economics • Cognitive behavioral therapy • COM-B model & the behaviour change wheel • Culture capital framework • DEFRA 4Es model • Diffusion of innovation theory • EAST framework • Environmental policy framework • Epicure taxonomy • EPOC taxonomy of interventions • Fogg behavior model • Framework on public policy in physical activity • Goal setting theory • Habit formation (plus Hooked) • Health action process approach • Health beliefs model • Implementation taxonomy • Information motivation behavioral skills model • Injury control framework • Intervention mapping • Legal framework • MINDSPACE • Motivational interviewing • People and places framework • Population Services International (PSI) framework • RURU: Intervention implementation taxonomy • Self-determination theory of motivation • Social cognitive theory • Social ecological model • Social norms theory • Taxonomy of behaviour change techniques • Theory of planned behavior • Theory of reasoned action • Transtheoretical model (stages of change) These are just some of the top models that social scientists use to think about behavior and behavior change. BEHAVIOR CHANGE THEORIES AND FRAMEWORKS
37. CHOOSING A FRAMEWORK: • Is it applicable to your topic or problem area? • Does it have a strong, recent evidence base? • If you use it, will it yield useful action items given the project you’re working on?
38. USING A FRAMEWORK: • Shape your research questions or approach to include key concepts from the framework. • Borrow validated question sets or approaches. • Look to the framework for possible solution ideas based on what you’ve found in your research. • Generate creative thinking.
39. EXAMPLE: COM-B
40. Psychological or Physical ability to enact the behavior Reflective and Automatic mechanisms that activate or inhibit behavior Physical and Social environment that enables behavior CAPABILITY MOTIVATION OPPORTUNITY BEHAVIOR THE COM-B MODEL
41. Tell me about what it’s like for you to do [behavior]? What, if anything, makes it hard for you to do [behavior]? What, if anything, makes it easier for you to do [behavior]? ASKING THE RIGHT QUESTIONS TO UNCOVER BARRIERS Capability Probes • What makes it physically challenging for you to do [behavior]? • What information do you need to do [behavior]? • What training would help you do [behavior]? Opportunity Probes • What do other people do related to the behavior? • What is the physical environment in which you do the behavior? How does it make it easier or harder? Motivation Probes • What, if anything, interests you in doing the behavior? • What do you believe the consequences of doing the behavior will be? • How does doing this behavior relate to other goals you have?
42. FINDING THE RIGHT SOLUTIONS BASED ON BARRIERS
43. How Behavior Change Design Solves This: Each feature should serve a purpose Tie features back to desired outcomes – and check that outcomes have features in place to support them Be specific about anything that might be stopping users from getting the job done and design to help with those barriers KEY RISK: CHOOSING THE WRONG FEATURES
44. EXAMPLE: SELF-DETERMINATION THEORY
45. Behavior Change Design can rally users behind your vision
46. TYPES OF MOTIVATION: SELF DETERMINATION THEORY Long-term change happens here! Ryan, R. M., & Deci, E. L. (2000). Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being. American Psychologist, 55, 68-78. AMOTIVATED I have no desire to do this. EXTERNAL Someone told me I have to do this. INTROJECTED I’ve internalized the nagging: Better do this. IDENTIFIED Doing this will help me achieve goals I really value. INTEGRATED Doing this is part of who I am. INTRINSIC I love doing this; it feels great! CONTROLLED AUTONOMOUS
47. SUPPORT FUNDAMENTAL PSYCHOLOGICAL NEEDS TO GUIDE STUDENTS TOWARD BETTER MOTIVATIONAL QUALITY “I can make my own meaningful choices” “I am learning, growing, and succeeding.” “I am part of something bigger than myself. I belong.” Autonomy Competence Relatedness Motivation Ryan, R. M., & Deci, E. L. (2000). Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being. American Psychologist, 55, 68-78.
48. How Behavior Change Design Solves This: Designers deliberately look for ways to support basic psychological needs for users Research shows specific ways users might need their needs fulfilled by this product in this context KEY RISK: THE PRODUCT ISN’T ENGAGING
49. Implementation is about following the map you’ve plotted, while adjusting for new information or roadblocks you encounter.
50. THE BEHAVIOR CHANGE DESIGN PROCESS Diagnose Prescribe Implement Evaluate
51. Key Prescription & Execution Activities • Brainstorm and ideate • Translate behavior change ingredients into functionality and features • Test prototypes with users and internal stakeholders for alignment with requirements and needs • Determine best options to include in product release • Work with cross-functional teams to ensure that prototypes accurately represent behavior change concepts
52. BUILDING THE THING! “commitment” “goal setting” “self-monitoring of behavior” Sample BCT image from Marta Denkiewicz, https://www.panacea.digital/2019/02/18/behaviour-change-design/
53. The Evaluation phase sets you up for your next journey, which may be revisiting past landmarks, or setting out for new locations.
54. THE BEHAVIOR CHANGE DESIGN PROCESS Diagnose Prescribe Implement Evaluate
55. Randomized control trials (RCTs) Quasi-experimental studies Real-world comparisons Pre- / post-evaluations Tracking key performance indicators (KPIs) Desirability or usefulness studies Usability studies Case studies Surveys TESTING FOR EFFECTIVENESS AND EFFICACY
56. How Behavior Change Design Solves This: Granular measurement helps identify the source of the problem, not just whether a problem exists A research mindset supports constant mini-investigations and tweaks The outcomes map provides guidance on whether or not approach needs to be adjusted KEY RISK: STUCK WITH A PRODUCT THAT DOESN’T WORK
58. DISCUSSION
59. THANK YOU! Amy Bucher, Ph.D. VP Behavior Change Design, Mad*Pow abucher@madpow.net @amybphd