The document provides an overview of a webinar on using content strategy for behavior change. It includes:
- An introduction of the presenter and their background in content strategy.
- An agenda that covers how to change behaviors, how content strategy can impact actions, case studies, and takeaways.
- A discussion of how content strategy involves planning the creation, delivery, and governance of usable, useful content to achieve goals like improving health, education, and connections.
- Examples of how to get started with content strategy for behavior change, including creating an empathy map, journey map, storyboarding, and sample conversations.
4. 4
Mad*Pow | @marsinthestars
…you are what you say
Your Digital Companion has a difficult job. It needs to motivate and encourage,
while simultaneously showing respect and encouraging trust. It must come across
as familiar and helpful, while still exerting influence over the user’s choices. To
that end, we need a voice that sounds accommodating but not subservient, and
caring but not parental.
Your Digital Companion is:
• Realistic but not cynical
• Respectful but not subservient
• Happy but not silly
• Motivational but not dumb
• Familiar but not annoying
• Authoritative but not bossy
Digital Companion helps patients help themselves. It acts as a guide, to help
patients adapt to the new circumstances around them.
5. 5
1. How do you change peoples’ behaviors?
2. How can a content strategy impact how
people act?
3. Case Studies
4. Takeaways
Mad*Pow | @marsinthestars
Agenda
7. 7
Mad*Pow’s Behavior Change Purpose
We are a design agency full of passionate people,
in a creative environment, delivering amazing
experiences for industry leading clients.
We are purpose driven - focused on
improving health, financial wellbeing, education, and
human connection. Our goal is social impact and
financial return.
Purpose Driven Design
Mad*Pow | @marsinthestars
9. 9
Mad*Pow’s Behavior Change Purpose
Mad*Pow | @marsinthestars
“The study and application of behavioral,
social & decision science, motivational
psychology and human-computer interaction
to the design and evaluation of products,
services and interventions aimed at changing
real-world behaviors.”
- Dustin DiTommaso
10. 10
Mad*Pow’s Behavior Change Purpose
Mad*Pow | @marsinthestars
DIAGNOSIS
Define Problem, Context &
Outcome Goals
PRESCRIPTIO
N
Define Intervention Strategy
EXECUTION
Design & Implementation of
System Components
EVALUATION
Design of Experiments
12. 12
“Content strategy is planning for the creation,
delivery, and governance of usable, useful content.”
–Kristina Halvorson, Brain Traffic
Mad*Pow | @marsinthestars
Content Strategy
27. 27
Mad*Pow | @marsinthestars
Build a Journey Map
Awareness of Health Problem
HAVING A LAB TEST
PATIENT - MARSHA
JOURNEY MAP
Lab Test Sample Results and ResolutionWaitin gP eriod
- RESULTS
-MAILROOM
- RECEPTIONIST
- LAB
RECEPTION
- BILL
- RECEPTIONIST
- LAB
RECEPTION
-DOCTOR
- PATIENT’S
ROOM
- LAB TEST
REQUEST
COPAY
FILL
PRESCRIPTION
SCHEDULE
APPOINTMENT
GET DOCTOR
EXAM
RESULTS IN
THE MAIL
WAIT FOR
RESULTS
LEAVE
SAMPLEREGISTRATION
CHOOSE LAB
TEST SERVICE
PRESCRIBED
LAB TEST
ANXIETY &
DEPRESSIONWORRY
SEARCH
SYMPTOMS
DATABASE LOG SAMPLE
-TRANSMIT TEST
REQUEST
-PERFORM TEST
-LOG TEST
-REQUEST
PAYMENT
ADHERE TO
TREATMENT
Adjudicate
PAYER
- BILL
Adjudicate
PAYER
REQUEST
PAYMENT
ACCEPT
REQUEST
TRANSMIT
RESULTS
TAKE SAMPLE
REQUEST LAB
TEST/PAYMENT
- PHONE
SCHEDULE
APPOINTMENT
-DOCTOR
- PATIENT’S
ROOM
EMR
EXAMINE /
REVIEW PATIENT
HISTORY
-DOCTOR
- EXAM
ROOM
MONITER
PATIENT
CONDITION
-PHARMACIST
- PHARMACY
- PRESCRIPTION
Adjudicate
PAYER
RECEIVE/FILL
PRESCRIPTION
-PHARMACIST
- PHARMACY
-BILL
-DRUGS
I have to get a
lab test?
Which lab
should I go to?
Which is best?
Hopefully this is
quick and
painless.
All done, now all I
can do is hope for
the best.
How long is this
going to take?
Oh, these results
aren’t bad.
Let’s see what the
doctor has to say
about it.
What a relief! It’s
not cancer
afterall.
Though I still ha ve
minor things to
be treated for...
Oh well...
At least
everything is
under control.
We design apps to help people live better (feel better, act in ways that are beneficial for them).
When you use an app daily (or hourly) the stuff it does is important, but a key differentiator is how it sounds/who it is
- The What vs. the How
- Example of the grocery app Mike and I hated because it was too cutesy
In a recent project with a pharmaceutical company, had a tough job: create an app that helps people to live better lives with a disease that cannot be cured.
This does NOT impact the functionality… but it certainly impacts the personality
Could be a coach. Could be a nurse. Could be a friend. These people need all of those – but who will they listen to?
How do you know that someone is sweet? (the words they use). How do you know that someone is helpful, or trustworthy? Sometimes by how they act, but often from how they sound.
We judge people based on how they sound. Educated, stuck up, friendly, casual, etc.
I want today to be about conversation and discussion.
Mad*Pow is a design agency focused on design for purpose
One way we do that is through our Behavior Change Team – led by Dustin DiTomasso
Self determination theory
Motivation model
Moving from extrinsic to Intrinsic
Align behavior with their values
Based on shared psychological needs:
Autonomy (values)
Competence (learning & growth – do they have the skills/ability required)
Relatedness (feeling belonging/relationship/personalization): we can TAILOR the content
Another way to describe behavior change
Key things to note
Explain that this is NOT ”gamification”
We are not looking to “trick people” into doing something or manipulate them.
We recognize that many solutions only stick for a few weeks or months (i.e. Gamification). Our goal is to build habits to create long-lasting change.
Designing for behavior change doesn’t start with the solution
[Step through the 4 areas, explain in design terms]
Version of the scientific method
Consider: what job does content need to do? [for the population and for the individual]
To educate?
To align w/social norms?
To remind?
To connect?
To persuade? (smoking is bad – no need to educate, but need to persuade)
The Mad*Pow process – where does content strategy fit in? Everywhere!
Talk about content audits, usability analyses, etc.
Talk about branding, and the connection between visual and voice
Talk about testing and creating proto-content, and how this becomes real content (instead of using Lorem Ipsum!!)
Talk about the importance of metadata, and how it connects to IA – helping people find things, categorize information, accessibility, etc.
This app leads you, trains you, and focuses you.
- Explicitly says it’s a coach
What does a coach do?
What does a coach sound like?
This app answers your questions.
- Implicit – doesn’t call itself a butler
- How we used voice and metadata
Companion – not Pollyanna or Jane Eyre though. Someone who understands that sometimes it sucks to be you.