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Behaviouraldesign

Cosumer Behaviour Design

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95 views

Behaviouraldesign

Cosumer Behaviour Design

Uploaded by

Anonymous gIYTqF45
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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BEHAVIOURAL DESIGN

what, why and how

Centre stage effect: were more likely to choose middle options

%
20

%
80

.80
2

.50
3

Centre stage effect: were more likely to choose middle options

.20
2

%
80

%
20

.80
2

.50
3

BEHAVIOURAL DESIGN
Design that draws on
behavioural psychology

Increase engagement by encouraging habit formation

Improve your products UX by reducing cognitive load

Licensed CC BY-NC-SA 2.0. Artist: Andrs r

Influence users choices by playing on cognitive biases

Licensed CC BY 2.0. Artist: Eneas De Troya

Youre probably already using behavioural design

But we can all use it better, by using it:

Thoughtfully

Intentionally
Empirically

HABITS
COGNITIVE LOAD
COGNITIVE BIASES

HABITS

Decisions that used to be


conscious but are now automatic

Trigger

Reward

Action

Internal rewards are generally more effective than external

Licensed CC BY-NC-SA 2.0. Artist: Andrs r

INTERNAL TRIGGER

Feel bored
INTERNAL REWARD

Feel
entertained

ACTION

Open
twitter app

EXTERNAL TRIGGER

App alert
INTERNAL REWARD

Feel
entertained

ACTION

Open
twitter app

Fogg Behavioural Model: behaviour depends on 3 things:

1. Trigger

3. Motivation
(reward)

2. Ability
(action)

BUILD

Timely,
compelling
trigger

Action
is easy
to take

High
motivation

BREAK

No trigger
or easy to
ignore

Action
is hard
to take

Low
motivation

high

Triggers
work

Motivation

low

Triggers
dont work
hard

Ability

easy

BEHAVIOURAL DESIGN TOOLKIT


Habit hijacking
What habits do my users already have?
How could I hijack these habits, by making
another action easier and more appealing?

BEHAVIOURAL DESIGN TOOLKIT


Habit building
What habits do my users already have?
What tiny habit could I build on top of these?

BEHAVIOURAL DESIGN TOOLKIT


Friction analysis
What friction prevents my users (or
potential users) taking this action?

BEHAVIOURAL DESIGN TOOLKIT


Adapted experience maps
stage 1
DOING
TOUCHPOINT
THINKING
FEELING

stage 2

stage 3

Learn more about habits

COGNITIVE LOAD

New Citymapper UI?!


Everything we do
requires cognitive
resource.
If too many
demands are
made of those
resources
we run out.

Planning route home


Considering a snack
Wondering how to
use it in my work
Pondering product
psychology

How do you tell when your product is low cognitive load?

It just works

BEHAVIOURAL DESIGN TOOLKIT


Holistic cognitive load mapping
What else is going on in my users mind
While theyre using my product,
and when theyre not.

BEHAVIOURAL DESIGN TOOLKIT


Cognitive load triage
Is this step complex? If so
Can I remove it? Can I delay it?
Can I simplify it? Can I default it?

Learn more about cognitive load

COGNITIVE BIAS

There are dozens of cognitive biases, including:

Acting now to constrain your future behaviour

GymPact: commit to pay money if you dont meet your health goals

BEHAVIOURAL DESIGN TOOLKIT


Ulysses Pacts
How might I help my users by getting them
to act now to control their future behaviour?

Learn more about cognitive biases

cognitive lode
CogLode.com

PUTTING IT ALL
TOGETHER

Habit-hijacking: checking your balance

Cognitive bias: design that plays on Loss Aversion

Cognitive lode: glanceable information design

Result:
A dramatically better banking interface

THANKS
Resources
katmatfield.com/behavioural-design
Get in touch
@LovedayBrooke katmatfield@gmail.com

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