BEHAVIORAL DESIGN
Bas Baccarne 29 april 2021
Framing behavioral designs
- Gedrag is meestal onbewust
- We zijn verlsaafd aan onze mobiele devices
- Marriage between engineering and interactive design
- Increased addiction
1. INTERACTION DESIGN: A DEFINITION
Behavioural Design (BD) is a systematic approach for applying behavioural insights to solve design
challenges that centre on human behaviour. These insights mainly rely on behavioural sciences such
as cognitive neuroscience, consumer psychology & behavioural economics.
> 50-98% of our thinking processes are unconscious & automatic
> Our brain uses ‘shortcuts’, called heuristics
- Maar een klein deel hiervan is een rationeel proces waarbij je bewust denkt. Het gaat
meestal automatisch en onbewust (automatische piloot).
- Fast en slow thinking of Kahneman
Kenmerken:
- … tries to develop frameworks to structure insights regarding the prediction of human
behavior and applying these insights to facilitate behavioral change.
- … is action-oriented, aiming to deliberately achieve specific goals.
- It’s about changing situations, taking actions.
- … is grounded in theoretical and experimental scientific foundations.
- … is about change and persuasion.
- … combines psychology, design & technology
- On multiple levels: (1) attention (2) curiosity (3) perception (4) experience (5) behavior (6)
habits
- 1. People focus on right things → einddoel: changing habits
2. NUDGING
= the idea that you use micro components om gedrag te gaan beinvloeden op een subtiele manier.
(bv. vlieg in de urinebak)
- Binnenstormen van het capitool → ze volgden wel de baan. Niemand liep vrij in de ruimte,
they were nudged. Rode loper volgen bv.
1
, 3. Verder: Behavioral Design
- Behavior is driven by habits & routines (cfr. heuristics) - automatic behavior triggered by
situational cues
- Strongly intertwined with routines & emotions
- E.g. What do you do when waiting for the bus?
- This is no natural behavior but a behavioral design.
- However, a lot of these habits are engineered.
- Attention economy = most eyeballs wins the game > first to the minds wins the game. Bv we
zijn iets aan het zoeken en we gebruiken google, dus google wint omdat hij het eerste
opkomt in onze gedachten.
- Evolution: From billboards building desire to engineering behavior
○ Why? increase customer lifetime value (CLTV) (= the amount of money you can get from a
customer over time.)
■ Easier to raise price over time (cfr. freemium models)
■ Easier lock-in (e.g. QUERTY keyboards) → habit that is hard to change. Voorbeeld van
habitual lock in want het is moeilijk om te switchen tussen de 2.
4. HABITS
We humans need habits…
- ○ to cope with the complexity of our everyday lives
- ○ to help us focus in a highly intense and diverse inflow of input stimuli
- We hebben een soort van script gemaakt hoe we meest voorkomende problemen gaan
moeten oplossen. Bijvoorbeeld hoe we moeten fietsen en als we vallen hebben we een script
om het te doen.
However, changing habits is SUPER difficult
bv (new years resolutions → moeilijk om te onderhouden)
- Short term, but especially long term (cfr. the LIFO principle: last in, first out)
- New behavior has a short half-life
- e.g. ⅔ of alcoholics in rehab relapses within the year
2
Bas Baccarne 29 april 2021
Framing behavioral designs
- Gedrag is meestal onbewust
- We zijn verlsaafd aan onze mobiele devices
- Marriage between engineering and interactive design
- Increased addiction
1. INTERACTION DESIGN: A DEFINITION
Behavioural Design (BD) is a systematic approach for applying behavioural insights to solve design
challenges that centre on human behaviour. These insights mainly rely on behavioural sciences such
as cognitive neuroscience, consumer psychology & behavioural economics.
> 50-98% of our thinking processes are unconscious & automatic
> Our brain uses ‘shortcuts’, called heuristics
- Maar een klein deel hiervan is een rationeel proces waarbij je bewust denkt. Het gaat
meestal automatisch en onbewust (automatische piloot).
- Fast en slow thinking of Kahneman
Kenmerken:
- … tries to develop frameworks to structure insights regarding the prediction of human
behavior and applying these insights to facilitate behavioral change.
- … is action-oriented, aiming to deliberately achieve specific goals.
- It’s about changing situations, taking actions.
- … is grounded in theoretical and experimental scientific foundations.
- … is about change and persuasion.
- … combines psychology, design & technology
- On multiple levels: (1) attention (2) curiosity (3) perception (4) experience (5) behavior (6)
habits
- 1. People focus on right things → einddoel: changing habits
2. NUDGING
= the idea that you use micro components om gedrag te gaan beinvloeden op een subtiele manier.
(bv. vlieg in de urinebak)
- Binnenstormen van het capitool → ze volgden wel de baan. Niemand liep vrij in de ruimte,
they were nudged. Rode loper volgen bv.
1
, 3. Verder: Behavioral Design
- Behavior is driven by habits & routines (cfr. heuristics) - automatic behavior triggered by
situational cues
- Strongly intertwined with routines & emotions
- E.g. What do you do when waiting for the bus?
- This is no natural behavior but a behavioral design.
- However, a lot of these habits are engineered.
- Attention economy = most eyeballs wins the game > first to the minds wins the game. Bv we
zijn iets aan het zoeken en we gebruiken google, dus google wint omdat hij het eerste
opkomt in onze gedachten.
- Evolution: From billboards building desire to engineering behavior
○ Why? increase customer lifetime value (CLTV) (= the amount of money you can get from a
customer over time.)
■ Easier to raise price over time (cfr. freemium models)
■ Easier lock-in (e.g. QUERTY keyboards) → habit that is hard to change. Voorbeeld van
habitual lock in want het is moeilijk om te switchen tussen de 2.
4. HABITS
We humans need habits…
- ○ to cope with the complexity of our everyday lives
- ○ to help us focus in a highly intense and diverse inflow of input stimuli
- We hebben een soort van script gemaakt hoe we meest voorkomende problemen gaan
moeten oplossen. Bijvoorbeeld hoe we moeten fietsen en als we vallen hebben we een script
om het te doen.
However, changing habits is SUPER difficult
bv (new years resolutions → moeilijk om te onderhouden)
- Short term, but especially long term (cfr. the LIFO principle: last in, first out)
- New behavior has a short half-life
- e.g. ⅔ of alcoholics in rehab relapses within the year
2
