Author of Designing for Behavior Change
Stephen Wendel
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🕒 DURATION: 9 MIN
INTERACTIVE CASE STUDY #2
A Blueprint for Behavioral Design
Presented by
Welcome to our second case study in Habit Weekly Pro!
We're honored this week with insights from one of my favorite people in the field – Stephen Wendel.
Today he'll share some of the top insights from his recent book, including his behavioral design process and a range of useful tools.
Enough said. Over to Steve! 🎉
Hi! I’m Steve Wendel, Author of Designing for Behavior Change and Head of Behavioral Science at Morningstar.
All around the world, organizations are building products and services that help their users change specific, targeted behaviors. Many of us have settled on a common approach.
Today I’d like to share that approach with you...
What process teams around the world use for behavioral design ♻️
5.
4.
1.
2.
3.
How to define the behavioral problem 🤔
How to score and evaluate which behavioral problem to change 💯
How to map and create a behavioral plan 🗺
Where to find a free comprehensive workbook for this process 📕
Case Study Overview
Through this case study, I hope to help you uncover the following five Behavioral Design Gems 💎
BEHAVIORAL DESIGN GEMS COLLECTED
These gems 💎 represent insights, tools, and resources that will make you a better behavioral designer. Let's get started!
What process teams around the world use for behavioral design ♻️
5.
4.
1.
2.
3.
How to define the behavioral problem 🤔
How to score and evaluate which behavioral problem to change 💯
How to map and create a behavioral plan 🗺
Where to find a free comprehensive workbook for this process 📕
Case Study Overview
I recently finished the second edition of Designing for Behavior Change, my book on how to apply behavioral science to product development and marketing...
BEHAVIORAL DESIGN GEMS COLLECTED
*See links in the end of this case study for how to get the full results of the survey.
As part of that process, I launched the largest survey of teams around the world – to learn about what they were doing. 300+ teams answered and there were some fascinating insights! 💡
BEHAVIORAL DESIGN GEMS COLLECTED
Through the survey, interviewing other behavioral science teams, and reading their writings, I found that remarkably, we’ve all come to a similar approach when it comes to designing for behavior change.
BEHAVIORAL DESIGN GEMS COLLECTED
We each use different names for it: Walmart uses “the 4Ds” (Define-Diagnose-Design-Decide)...
Define
Diagnose
Decide
Design
BEHAVIORAL DESIGN GEMS COLLECTED
Ideas42 has Define-Diagnose-Design-Test-Scale...
BEHAVIORAL DESIGN GEMS COLLECTED
Clover Health has the Intervention Design Process. And so forth.
BEHAVIORAL DESIGN GEMS COLLECTED
In the end, however, we’re all problem solving:
1. We identify a behavioral challenge that we believe people face;
2. Come up with potential solutions, and;
3. Test them in the field.
BEHAVIORAL DESIGN GEMS COLLECTED
The DECIDE Process
BEHAVIORAL FRAMEWORK
This is a synthesized process for behavior change which we can remember with the acronym ‘DECIDE’. This is the process for how we decide on the right behavior-changing interventions in our products.
Define the Problem
Explore the Context
Craft the Intervention
Implement the Solution
Determine the Impact
Evaluate Next Steps
YOUR PROGRESS
BEHAVIORAL DESIGN GEMS COLLECTED
This brings us to our first gem and the DECIDE process! 💎 I’ve tried to synthesize the various approaches out there with the acronym DECIDE.
DECIDE
A Blueprint for Applied Behavioral Science
DECIDE shows how we as behavioral designers move from understanding what we want to accomplish, to the user need and context, to creating concrete and measurable change in their lives.
Define the Problem
Craft the Intervention
Implement the Solution
Determine the Impact
Evaluate Next Steps
Explore the Context
BEHAVIORAL DESIGN GEMS COLLECTED
🔎
Psst. Hey again! If you see this symbol 🔎 then click down with your arrow key 🔽. When you see this, it means that there are further insights to uncover below.
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Well done, you found the cheat code section! Here I supply you with bonus content from the book that I personally found useful 🙌
We start by 1. defining the problem we’re trying to solve. Specifically, we define the audience we’re working with and the outcome we’re trying to drive for them. Then as we 2. explore the context, we’ll gather all the qualitative and quantitative data we can about the audience and their environment. From there, it’s time for 3. crafting the intervention and 4. implementing it in a product or communication. Finally, we’ll test our new design in the field to 5. determine its impact: did it move the needle or did it flop? Based on that assessment, we’ll 6. evaluate what do to next. Is it good enough?
Cheat codes: This is the process to follow in DECIDE...
*These are taken from Steve's official workbook which is free to download at the end of the case study.
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Behavioral science informs the tools we use along the way
DECIDE is great to know, but just one way of summarizing these techniques – and isn’t itself anything special.
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Instead, what matters are the tools we use along the way: that’s how applied Behavioral Science differs from normal problem-solving.
Now we’re going to look at a some of those tools.
BEHAVIORAL DESIGN GEMS COLLECTED
Behavioral science informs the tools we use along the way
BEHAVIORAL DESIGN GEMS COLLECTED
Rather than bore you with a dry description of research tools, let’s use a concrete example: How to help people start exercising
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Let’s say you’ve just been asked to develop an app to help people get up off the couch and go exercise. Easier said than done...
What do you do? Well, first you need more information.
In particular you need to define the problem more carefully. This is step one in the DECIDE process.
Define the Problem
Craft the Intervention
Implement the Solution
Determine the Impact
Evaluate Next Steps
Explore the Context
First up: DEFINE THE PROBLEM
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In a normal product development context you would get a project brief or design brief that explains what’s needed: The initial insight or potential customer need identified, the target audience, the time frame, budget, etc.
Define the Problem
Craft the Intervention
Implement the Solution
Determine the Impact
Evaluate Next Steps
Explore the Context
First up: DEFINE THE PROBLEM
BEHAVIORAL DESIGN GEMS COLLECTED
BEHAVIORAL DESIGN GEMS COLLECTED
When doing Behavioral Design, you also need to identify the behavioral problem you want to solve, by encouraging or stopping a specific behavior.
Define Behavioral Problem
BEHAVIORAL INSIGHT
When doing Behavioral Design, you particularly need to identify the behavioral problem you want to solve, by encouraging or stopping a specific behavior. This can be framed as a below hypothesis.
"By helping [actor] [start / stop] doing [describe action], we will cause [outcome]."
YOUR PROGRESS
BEHAVIORAL DESIGN GEMS COLLECTED
Here we uncover the second gem and your first behavioral insight! 💎
"By helping [actor] [start / stop] doing [describe action], we will cause [outcome]."
Define Behavioral Problem
When doing Behavioral Design, you particularly need to identify the behavioral problem you want to solve, by encouraging or stopping a specific behavior. This can be framed as a below hypothesis.
BEHAVIORAL INSIGHT
YOUR PROGRESS
This is how we form an hypothesis in behavioral design - by defining the behavioral problem in the form of the actor, action, and outcome we seek to influence.
BEHAVIORAL DESIGN GEMS COLLECTED
🔎
BEHAVIORAL DESIGN GEMS COLLECTED
So again, what we are looking to do is define the following:
“By helping a specific target audience take (or stop) a specific action, that will help them achieve a specific outcome.“
Well done, you are getting good at this! I think we've found our chosen one 😎
Cheat codes for Behavioral Problem: Define the following...
ACTOR
Who is the specific user (or other person involved in the product) who causes the outcome? {E.g., sedentary white-collar workers}
ACTION
What does the actor do/stop doing to accomplish the outcome? This an initial idea; we’ll refine it later.{E.g., Go to the gym twice a week}
OUTCOME
What do you hope to achieve with the product? Consider both the company’s objective, as well as the real-world measurable change that users will see and value.
BEHAVIORAL DESIGN GEMS COLLECTED
BEHAVIORAL DESIGN GEMS COLLECTED
For our case of the exercise app, our initial hypothesis might be:
“By helping a middle-aged working parent to regularly go to the gym, that will help them achieve a positive health outcome.“
If you don’t have an approach handed to you, or you’re not sure that the approach you’ve been given is correct, you can use divergent thinking tools and idea generation to come up with alternative hypotheses.
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The Scoring Matrix
BEHAVIORAL TOOL
This tool helps you evaluate each action according to how well it meets the needs of your company and users. It uses four dimensions (Impact, Ease, Low Cost, and Fit) that is scored from 1-5.
What is the Impact, Ease, Cost, and Fit required to get the user to take action?
YOUR PROGRESS
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When you have multiple hypotheses, this tool (our third gem 💎) can help you converge on the approach to start with.
Let me show you how a Scoring Matrix can look like!
What is the Impact, Ease, Cost, and Fit required to get the user to take action?
The Scoring Matrix
This tool helps you evaluate each action according to how well it meets the needs of your company and users. It uses four dimensions (Impact, Ease, Low Cost, and Fit) that is scored from 1-5.
BEHAVIORAL TOOL
YOUR PROGRESS
BEHAVIORAL DESIGN GEMS COLLECTED
Here, we can see how the Scoring Matrix can be used for evaluating multiple possible actions related to exercise.
|
Action |
Run 2 miles solo 2x/week | Workout from home 2x/week | Do exercise classes at gym 2x/week |
|---|
| Impact | |||
| Ease | |||
| Cost effective | |||
| Fit | |||
| Total |
Scoring: 1-Strongly Disagree 2-Disagree 3-Neutral 4-Agree 5-Strongly Agree
The Scoring Matrix
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Independently score each option - As mentioned, the matrix evaluates each option based on four dimensions; Impact, ease, cost effectiveness & fit. Once scored, it should be more clear which action we should focus on helping the user to perform.
BEHAVIORAL DESIGN GEMS COLLECTED
|
Action |
Run 2 miles solo 2x/week | Workout from home 2x/week | Do exercise classes at gym 2x/week |
|---|
| Impact | |||
| Ease | |||
| Cost effective | |||
| Fit | |||
| Total |
Scoring: 1-Strongly Disagree 2-Disagree 3-Neutral 4-Agree 5-Strongly Agree
The Scoring Matrix
All you need to do next is score each behavior from 1-5 across the four dimensions and then total up the scores. This scoring can be done individually or with the team as a whole. Highest scored action wins! 🏆
🔎
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Woah, you've found another one! These cheat code sections were a fun idea, but now I'm worried I'll will run out of Matrix GIF's! 😄
Cheat codes: Score the following... 1. Impact: Will the intervention directly lead to the targeted outcome among the user base? 2. Ease: How easy is the intervention to put in place? High ease means that it will not require a lot of resources from users (time, money, etc.) 3. Low Cost: Will building the new intervention be a cost-effective use of your company’s resources? 4. Fit: Lastly, does the invention fit your organizations larger goals and culture? This means that it is ethical, fits your style, fits your larger organizational strategy, etc.
BEHAVIORAL DESIGN GEMS COLLECTED
In the end, it might look something like this. Let's see how we can help our user to get to their exercise classes!
BEHAVIORAL DESIGN GEMS COLLECTED
|
Action |
Run 2 miles solo 2x/week | Workout from home 2x/week | Do exercise classes at gym 2x/week |
|---|
| Impact | 4 | 3 | 5 |
| Ease | 3 | 4 | 2 |
| Cost effective | 5 | 5 | 3 |
| Fit | 2 | 1 | 5 |
| Total | 14 | 13 | 15 🏆 |
Scoring: 1-Strongly Disagree 2-Disagree 3-Neutral 4-Agree 5-Strongly Agree
The Scoring Matrix
The problem brief describes what you want to accomplish. However, is that realistic? Is that something your users actual want? For that, we need to explore the context of action.
Define the Problem
Craft the Intervention
Implement the Solution
Determine the Impact
Evaluate Next Steps
Explore the Context
Next up: EXPLORE THE CONTEXT
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Here I will introduce another useful tool and the fourth behavioral design gem - The Behavioral Plan! 💎
Micro-behaviors are the small steps between the starting point and the target action.
The Behavioral Plan
Tool for doing qualitative and quantitative research. You map out the status quo and the micro-behaviors from there to action.
Once you have your map you then see if you users can take action at each step.
BEHAVIORAL TOOL
YOUR PROGRESS
BEHAVIORAL DESIGN GEMS COLLECTED
Here I will introduce another useful tool and the fourth behavioral design gem - The Behavioral Plan! 💎
Micro-behaviors are the small steps between the starting point and the target action.
The Behavioral Plan
Tool for doing qualitative and quantitative research. You map out the status quo and the micro-behaviors from there to action.
Once you have your map you then see if you users can take action at each step.
BEHAVIORAL TOOL
YOUR PROGRESS
BEHAVIORAL DESIGN GEMS COLLECTED
Often, when we do this exercise, we discover that there are many many little steps that we overlook or assume away, before we’re experts in the area. But our users don’t – for them, each step is work.
🔎
BEHAVIORAL DESIGN GEMS COLLECTED
The final cheat codes section - you made it. Well done! 👑 🙌
Cheat codes: You want to map the following... 1. What is the user’s initial state? E.G. Sedentary, does not normally exercise. 2. What does the user do first? E.G. Opens email inviting him or her to download the app 3. What does the user do next? E.G. Installs app using employee ID and unique password 4. What does the user do next? Etc. E.G. Enters information into app to inform personalized recommendations.
Mapping "Next" actions can continue for several steps.
5. User takes action! E.G. Goes to a class at the gym!
BEHAVIORAL DESIGN GEMS COLLECTED
Getting back to our gym app example - what are these steps for the application that encourages exercise?
BEHAVIORAL DESIGN GEMS COLLECTED
Here we can see what a behavioral mapping could look like. These steps focuses on understanding what happens for the user between sitting at home and going to the gym.
BEHAVIORAL DESIGN GEMS COLLECTED
👀 Read the email about the app
🔽 Download the app
🔐 Sign up for it with email and password
🔊 Set reminders in the app to go on a specific day
🙈 Sees and opens those reminders when they appear
👕 Pick up gym clothes (if they are clean)
🏋️♀️ Go to the gym!
Here we can see what a behavioral mapping could look like. These steps focuses on understanding what happens for the user between sitting at home and going to the gym.
User steps from couch to gym
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👀 Read the email about the app
🔽 Download the app
🔐 Sign up for it with email and password
🔊 Set reminders in the app to go on a specific day
🙈 Sees and opens those reminders when they appear
👕 Pick up gym clothes (if they are clean)
🏋️♀️ Go to the gym!
This is just a simple example, but you'll notice how many micro behaviors it often takes for the user to go from the starting point to actually doing the behavior.
User steps from couch to gym
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The Workbook
This free workbook summarizes the core ideas from Designing for Behavior Change, and provides practical materials to use at each stage of the design and development process: to help your users start or stop a key behavior in your products or in their lives.
BEHAVIORAL RESOURCE
YOUR PROGRESS
BEHAVIORAL DESIGN GEMS COLLECTED
We made it, the final gem of this lesson 💎
What I've shared in this case study is just examples of some of the core tools. You’ll find more in the free workbook, just click Download or visit behavioraltechnology.co
Well done, you've completed this case study! Now it is time you begin testing these tools yourself and put them to practice.
CASE STUDY COMPLETED
A Blueprint for Behavioral Design Pt 1
In the next part, we'll look at the specific behavioral obstacles users might face at each micro behavior, and what you can do about them. But, that's for next time...
CASE STUDY COMPLETED
A Blueprint for Behavioral Design Pt 1
Well done on completing the case study! The next part is in the making and will be available next week 🚀
Please remember that this content is private to Habit Weekly Pro and sharing it is illegal unless given prior authorization. Thanks!
THE END.
HAVE A GREAT DAY 👋