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Designing for Behavior Change
Identifying communication design components that encourage and empower
individuals to act in environmentally-responsible ways




Jenny Shirey, CPID
Master of Design 2011 candidate
Carnegie Mellon University
Thesis Poster Presentation
April 14, 2011
Context                                Exploratory      Generative         Roadmap                                     Future




Designing for behavior change


Problem


                                    COMMUNICATION                    ENVIRONMENTAL
                                       DESIGN        knowledge gap    PSYCHOLOGY




Designing for Behavior Change: Poster Presentation                       Jenny Shirey, Carnegie Mellon University, April 14, 2011
Context                                Exploratory   Generative     Roadmap                                     Future




Bridging the gap


My goal is to close the knowledge gap
by connecting communication designers
with insights and methods to encourage
environmentally-responsible habits




Designing for Behavior Change: Poster Presentation                Jenny Shirey, Carnegie Mellon University, April 14, 2011
Context                                Exploratory   Generative     Roadmap                                     Future




Case study: bottled water


Potential for change
» Opportunity to increase awareness
» Individual behavior change makes sense




Designing for Behavior Change: Poster Presentation                Jenny Shirey, Carnegie Mellon University, April 14, 2011
Context                                Exploratory   Generative     Roadmap                                     Future




Audience: 25- to 40-year-old adults


Potential for change
» Didn’t grow up with same emphasis on being “green”
  as today’s children
» Being eco-friendly isn’t their first priority
» Generally willing to help out and try new behaviors




Designing for Behavior Change: Poster Presentation                Jenny Shirey, Carnegie Mellon University, April 14, 2011
Context                                Exploratory   Generative     Roadmap                                     Future




Exploratory research


Research toward generalizable knowledge
» One-week journal study
» Contextual interviews
» Varying responses to tone and subject matter of images & texts




Designing for Behavior Change: Poster Presentation                Jenny Shirey, Carnegie Mellon University, April 14, 2011
Context                                Exploratory   Generative     Roadmap                                     Future




Generative research


Study question
» How does a communication piece affect a person’s behavior
  when matched to interests, learning style, and preferred emotional tone?




Designing for Behavior Change: Poster Presentation                Jenny Shirey, Carnegie Mellon University, April 14, 2011
Context                                Exploratory      Generative      Roadmap                                     Future




Communication piece


Variables
                        Learning style               Emotional tone                  Interests




                         Interactive                  Humorous                      Animals



                                or                         or                            or



                             Video                   Matter-of-fact                   Waste



                                                           or                            or



                                                       Dramatic                      Money




Designing for Behavior Change: Poster Presentation                    Jenny Shirey, Carnegie Mellon University, April 14, 2011
Context                                Exploratory   Generative     Roadmap                                     Future




Communication piece


Variables

                       Video




                    Humorous




                       Waste




Designing for Behavior Change: Poster Presentation                Jenny Shirey, Carnegie Mellon University, April 14, 2011
Context                                Exploratory              Generative          Roadmap                                     Future




Two-week study


Study flow
                                                                              Track bottled water
                                                                 Answer YES                                        Interview
                                                                                   1 WEEK




                          Track bottled water
 Pre-survey                                          Artifact    COMMIT?
                                  1 WEEK




                               MATCHED
                                                                              Track bottled water
                                                                 Answer NO                                         Interview
                                                                                   1 WEEK




Designing for Behavior Change: Poster Presentation                                Jenny Shirey, Carnegie Mellon University, April 14, 2011
Context                                Exploratory   Generative     Roadmap                                     Future




Generative research


Resulting behavior change

Said the piece changed their feelings                 YES



Committed to not drinking
                                                      YES
bottled water for 1 week



Drank less bottled water (week 2)                     YES



Didn’t drink any bottled water (week 2)               YES




Designing for Behavior Change: Poster Presentation                Jenny Shirey, Carnegie Mellon University, April 14, 2011
Context                                Exploratory   Generative     Roadmap                                     Future




Study results


Findings
» Changing feelings led to behavior change
» Tracking primed participants for change
» One-week commitment encouraged people to try the new behavior
» Easy action plan
» Follow up study: mismatching: no indication that matching affected
  behavior (narrative too similar?)




Designing for Behavior Change: Poster Presentation                Jenny Shirey, Carnegie Mellon University, April 14, 2011
Context                                Exploratory   Generative     Roadmap                                     Future




Final design


Gathering findings
» Observations and ideas for practical application
» Design roadmap: a tool for communication designers




Designing for Behavior Change: Poster Presentation                Jenny Shirey, Carnegie Mellon University, April 14, 2011
Context                                Exploratory     Generative     Roadmap                                     Future




DESIGN SHOULD BE:
Transparent
Empowering
Caring
Open-minded
Humble




                                                      ETHICAL
                                                     PRINCIPLES




Designing for Behavior Change: Poster Presentation                  Jenny Shirey, Carnegie Mellon University, April 14, 2011
Context                                Exploratory         Generative     Roadmap                                     Future




OBSERVATION EXAMPLE:
Educational campaigns
work well in some
situations and poorly
in others


                                                           ERVATIONS
                                                     OBS


                                                           Guiding




                                                       ETHICAL
                                                      PRINCIPLES




Designing for Behavior Change: Poster Presentation                      Jenny Shirey, Carnegie Mellon University, April 14, 2011
Context                                Exploratory              Generative              Roadmap                                     Future




APPLICATION EXAMPLE:
Decide whether you
                                                            L I C AT I ON I D E A S
need to combine an                                   A PP
educational campaign
with other methods


                                                                ERVATIONS
                                                       OBS


                                                                 Guiding




                                                              ETHICAL
                                                             PRINCIPLES




Designing for Behavior Change: Poster Presentation                                    Jenny Shirey, Carnegie Mellon University, April 14, 2011
Context                                            Exploratory                                 Generative                                    Roadmap                                    Future




                                                                                              ortunities & const
                                                                                       ng opp                    raint
                                                                                 D efni                               s
STRUCTURE:
                                                                                         LIC   AT I ON I D E A
Five phases of an                                                                   A PP                       S
ideal communication
design process




                                                                                                                                                 Di
                                                     ge




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                                                                                              ERVATIONS




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                                                                                                                                                               esire
                                                                                                                                                                    s, & ex
                            Encouraging &




                                                                                                                                                                           pectations
                                                                                            ETHICAL
                                                                                           PRINCIPLES
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Designing for Behavior Change: Poster Presentation                                                                                       Jenny Shirey, Carnegie Mellon University, April 14, 2011
Context                                            Exploratory                                 Generative                                    Roadmap                                    Future




                                                                                              ortunities & const
                                                                                       ng opp                    raint
                                                                                 D efni                               s
POINTS OF ENTRY:
                                                                                         LIC   AT I ON I D E A
Questions to ask                                                                    A PP                       S
before exiting and
entering each phase




                                                                                                                                                 Di
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Designing for Behavior Change: Poster Presentation                                                                                       Jenny Shirey, Carnegie Mellon University, April 14, 2011
Context                                                Exploratory                                                         Generative                                                Roadmap                                              Future




                                                                                                                          ortunities & const
                                                                                                                   ng opp                    raint
                                                                                                             D efni                               s
CATEGORIES:
                                                                                                                     LIC   AT I ON I D E A
                                                                                                                A PP                       S
      Guiding                                                                                                                     C
                                                                                                                       C
      observation                                                                                             C                                   B
                                                                                                                                                                         C




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                                                                                                                                                                                                            n
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                                     li n g




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      information                                        B
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      Behaviors                                                    B                 B                                                                       E           E
                                                                                                                                                                                                 I




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                                                   I                                                                                                             E
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Designing for Behavior Change: Poster Presentation                                                                                                                               Jenny Shirey, Carnegie Mellon University, April 14, 2011
Context                                Exploratory                                                   Generative                                                   Roadmap                                   Future




Sample page
                                                 Defining         Discovering           Framing            Crafting           Enabling     Consider the context of your audience




           Observation                    I   Educational campaigns work well in
                                              some situations and poorly in others

                                              Educational campaigns work best with behaviors that are low-cost and simple to do.           “Education approaches work only                               Quotes
                                              If the behavior is very expensive or time-consuming, or participants have to overcome
                                              major external barriers, an education approach alone will usually be ineffective.
                                                                                                                                            when the main barriers to action
                                                                                                                                            are internal to the individual.”
                                              Personal Observations                                                                                                  —Gardner & Stern, page 92
                                              For my studies, I focused on the issue of bottled water. Because most people were
     Findings from my                         unaware of bottled water’s harmful effects, and because drinking tap water is a low-         “...conventional wisdom [...] is
                                              cost, easy behavior, I chose to create educational campaigns.
      research studies                                                                                                                      oversimplified and misleading.
                                              Some of my participants, though, said their tap water at home was not safe. Although          The research shows that
                                              this could have been a misconception, if true, this was an external barrier that would
                                              require methods in addition to education. For example, my participants might need             education can help but [is]
                                              to buy a water filter; or the city might need a better filtration system or stricter anti-    rarely sufficient.”
                                              pollution regulations.                                                                                                 —Gardner & Stern, page 72



      Application idea                        How can I put this into practice?                                                            Where can I find out more?                                    Resources
                                                                                                                                           Gardner, Gerald T., and Paul C. Stern. “Educational Inter-
                                                                                                                                           ventions: Changing Attitudes and Providing Information.” In
                                          C   Research barriers for the behavior you’re addressing                                         Environmental Problems and Human Behavior, 71–94. Boston:
                                                                                                                                           Allyn and Bacon, 1996.
                                                                                                                                           McKenzie-Mohr, Doug. “Promoting Sustainable Behavior:
                                          I   Decide whether you need to combine an educational campaign with other methods                An Introduction to Community-Based Social Marketing.”
                                                                                                                                           Journal of Social Issues 56, no. 3 (2000): 543-554.
                                                                                                                                           Schultz, P. Wesley. “Knowledge, Information, and Household
                                                                                                                                           Recycling.” In New Tools for Environmental Protection:
                                                                                                                                           Education, Information, and Voluntary Measures, edited by
                                                                                                                                           Thomas Dietz and Paul C. Stern, by National Research
                                                                                                                                           Council, 67-82. 1st ed. Washington DC: National Academy
                                                                                                                                           Press, 2002.

                                                                                                                                                                                              Page 9




Designing for Behavior Change: Poster Presentation                                                                                                           Jenny Shirey, Carnegie Mellon University, April 14, 2011
Context                                Exploratory   Generative     Roadmap                                     Future




Final thoughts


Potential impact
» Closes the knowledge gap
» Gives communication designers practical tips for behavior change
» Provides ethical principles to use when designing for behavior change
» Might be useful for other types of behavior change




Designing for Behavior Change: Poster Presentation                Jenny Shirey, Carnegie Mellon University, April 14, 2011
Context                                Exploratory   Generative     Roadmap                                     Future




For future research
» What are effects of varying the narrative structure
  of a communication piece?
» Develop ethical principles further
» Test the Roadmap with my audience




Designing for Behavior Change: Poster Presentation                Jenny Shirey, Carnegie Mellon University, April 14, 2011

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2011 Master's Thesis Presentation

  • 1. Designing for Behavior Change Identifying communication design components that encourage and empower individuals to act in environmentally-responsible ways Jenny Shirey, CPID Master of Design 2011 candidate Carnegie Mellon University Thesis Poster Presentation April 14, 2011
  • 2. Context Exploratory Generative Roadmap Future Designing for behavior change Problem COMMUNICATION ENVIRONMENTAL DESIGN knowledge gap PSYCHOLOGY Designing for Behavior Change: Poster Presentation Jenny Shirey, Carnegie Mellon University, April 14, 2011
  • 3. Context Exploratory Generative Roadmap Future Bridging the gap My goal is to close the knowledge gap by connecting communication designers with insights and methods to encourage environmentally-responsible habits Designing for Behavior Change: Poster Presentation Jenny Shirey, Carnegie Mellon University, April 14, 2011
  • 4. Context Exploratory Generative Roadmap Future Case study: bottled water Potential for change » Opportunity to increase awareness » Individual behavior change makes sense Designing for Behavior Change: Poster Presentation Jenny Shirey, Carnegie Mellon University, April 14, 2011
  • 5. Context Exploratory Generative Roadmap Future Audience: 25- to 40-year-old adults Potential for change » Didn’t grow up with same emphasis on being “green” as today’s children » Being eco-friendly isn’t their first priority » Generally willing to help out and try new behaviors Designing for Behavior Change: Poster Presentation Jenny Shirey, Carnegie Mellon University, April 14, 2011
  • 6. Context Exploratory Generative Roadmap Future Exploratory research Research toward generalizable knowledge » One-week journal study » Contextual interviews » Varying responses to tone and subject matter of images & texts Designing for Behavior Change: Poster Presentation Jenny Shirey, Carnegie Mellon University, April 14, 2011
  • 7. Context Exploratory Generative Roadmap Future Generative research Study question » How does a communication piece affect a person’s behavior when matched to interests, learning style, and preferred emotional tone? Designing for Behavior Change: Poster Presentation Jenny Shirey, Carnegie Mellon University, April 14, 2011
  • 8. Context Exploratory Generative Roadmap Future Communication piece Variables Learning style Emotional tone Interests Interactive Humorous Animals or or or Video Matter-of-fact Waste or or Dramatic Money Designing for Behavior Change: Poster Presentation Jenny Shirey, Carnegie Mellon University, April 14, 2011
  • 9. Context Exploratory Generative Roadmap Future Communication piece Variables Video Humorous Waste Designing for Behavior Change: Poster Presentation Jenny Shirey, Carnegie Mellon University, April 14, 2011
  • 10. Context Exploratory Generative Roadmap Future Two-week study Study flow Track bottled water Answer YES Interview 1 WEEK Track bottled water Pre-survey Artifact COMMIT? 1 WEEK MATCHED Track bottled water Answer NO Interview 1 WEEK Designing for Behavior Change: Poster Presentation Jenny Shirey, Carnegie Mellon University, April 14, 2011
  • 11. Context Exploratory Generative Roadmap Future Generative research Resulting behavior change Said the piece changed their feelings YES Committed to not drinking YES bottled water for 1 week Drank less bottled water (week 2) YES Didn’t drink any bottled water (week 2) YES Designing for Behavior Change: Poster Presentation Jenny Shirey, Carnegie Mellon University, April 14, 2011
  • 12. Context Exploratory Generative Roadmap Future Study results Findings » Changing feelings led to behavior change » Tracking primed participants for change » One-week commitment encouraged people to try the new behavior » Easy action plan » Follow up study: mismatching: no indication that matching affected behavior (narrative too similar?) Designing for Behavior Change: Poster Presentation Jenny Shirey, Carnegie Mellon University, April 14, 2011
  • 13. Context Exploratory Generative Roadmap Future Final design Gathering findings » Observations and ideas for practical application » Design roadmap: a tool for communication designers Designing for Behavior Change: Poster Presentation Jenny Shirey, Carnegie Mellon University, April 14, 2011
  • 14. Context Exploratory Generative Roadmap Future DESIGN SHOULD BE: Transparent Empowering Caring Open-minded Humble ETHICAL PRINCIPLES Designing for Behavior Change: Poster Presentation Jenny Shirey, Carnegie Mellon University, April 14, 2011
  • 15. Context Exploratory Generative Roadmap Future OBSERVATION EXAMPLE: Educational campaigns work well in some situations and poorly in others ERVATIONS OBS Guiding ETHICAL PRINCIPLES Designing for Behavior Change: Poster Presentation Jenny Shirey, Carnegie Mellon University, April 14, 2011
  • 16. Context Exploratory Generative Roadmap Future APPLICATION EXAMPLE: Decide whether you L I C AT I ON I D E A S need to combine an A PP educational campaign with other methods ERVATIONS OBS Guiding ETHICAL PRINCIPLES Designing for Behavior Change: Poster Presentation Jenny Shirey, Carnegie Mellon University, April 14, 2011
  • 17. Context Exploratory Generative Roadmap Future ortunities & const ng opp raint D efni s STRUCTURE: LIC AT I ON I D E A Five phases of an A PP S ideal communication design process Di ge sc an ov ch ERVATIONS er OBS r ing vio ha n ee d be li n g s, d enab esire s, & ex Encouraging & pectations ETHICAL PRINCIPLES Cr af ti n th g e de sig n ge ssa me gthe in Fr a m Designing for Behavior Change: Poster Presentation Jenny Shirey, Carnegie Mellon University, April 14, 2011
  • 18. Context Exploratory Generative Roadmap Future ortunities & const ng opp raint D efni s POINTS OF ENTRY: LIC AT I ON I D E A Questions to ask A PP S before exiting and entering each phase Di ge sc an ov ch ERVATIONS er OBS r ing vio ha n ee d be li n g s, d enab esire s, & ex Encouraging & pectations ETHICAL PRINCIPLES Cr af ti n th g e de sig n ge ssa me gthe in Fr a m Designing for Behavior Change: Poster Presentation Jenny Shirey, Carnegie Mellon University, April 14, 2011
  • 19. Context Exploratory Generative Roadmap Future ortunities & const ng opp raint D efni s CATEGORIES: LIC AT I ON I D E A A PP S Guiding C C observation C B C Di ge Context B sc an ov ch ERVATIONS er OBS r ing vio Emotions ha B B n I E E ee d be C I E Knowledge, li n g s, d B B information B enab esire E E E B s, & ex Encouraging & Behaviors B B E E I pectations I E I ETHICAL I PRINCIPLES I E I E B I I I I E I E I E I I I E E I E E I I I E E I Cr I E af ti n th E g e I de sig C n E ge B ssa me gthe in Fr a m Designing for Behavior Change: Poster Presentation Jenny Shirey, Carnegie Mellon University, April 14, 2011
  • 20. Context Exploratory Generative Roadmap Future Sample page Defining Discovering Framing Crafting Enabling Consider the context of your audience Observation I Educational campaigns work well in some situations and poorly in others Educational campaigns work best with behaviors that are low-cost and simple to do. “Education approaches work only Quotes If the behavior is very expensive or time-consuming, or participants have to overcome major external barriers, an education approach alone will usually be ineffective. when the main barriers to action are internal to the individual.” Personal Observations —Gardner & Stern, page 92 For my studies, I focused on the issue of bottled water. Because most people were Findings from my unaware of bottled water’s harmful effects, and because drinking tap water is a low- “...conventional wisdom [...] is cost, easy behavior, I chose to create educational campaigns. research studies oversimplified and misleading. Some of my participants, though, said their tap water at home was not safe. Although The research shows that this could have been a misconception, if true, this was an external barrier that would require methods in addition to education. For example, my participants might need education can help but [is] to buy a water filter; or the city might need a better filtration system or stricter anti- rarely sufficient.” pollution regulations. —Gardner & Stern, page 72 Application idea How can I put this into practice? Where can I find out more? Resources Gardner, Gerald T., and Paul C. Stern. “Educational Inter- ventions: Changing Attitudes and Providing Information.” In C Research barriers for the behavior you’re addressing Environmental Problems and Human Behavior, 71–94. Boston: Allyn and Bacon, 1996. McKenzie-Mohr, Doug. “Promoting Sustainable Behavior: I Decide whether you need to combine an educational campaign with other methods An Introduction to Community-Based Social Marketing.” Journal of Social Issues 56, no. 3 (2000): 543-554. Schultz, P. Wesley. “Knowledge, Information, and Household Recycling.” In New Tools for Environmental Protection: Education, Information, and Voluntary Measures, edited by Thomas Dietz and Paul C. Stern, by National Research Council, 67-82. 1st ed. Washington DC: National Academy Press, 2002. Page 9 Designing for Behavior Change: Poster Presentation Jenny Shirey, Carnegie Mellon University, April 14, 2011
  • 21. Context Exploratory Generative Roadmap Future Final thoughts Potential impact » Closes the knowledge gap » Gives communication designers practical tips for behavior change » Provides ethical principles to use when designing for behavior change » Might be useful for other types of behavior change Designing for Behavior Change: Poster Presentation Jenny Shirey, Carnegie Mellon University, April 14, 2011
  • 22. Context Exploratory Generative Roadmap Future For future research » What are effects of varying the narrative structure of a communication piece? » Develop ethical principles further » Test the Roadmap with my audience Designing for Behavior Change: Poster Presentation Jenny Shirey, Carnegie Mellon University, April 14, 2011