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HERÄÄMÖ 25032020 - Behaviour Change for Societal Transformation

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HERÄÄMÖ 25032020 - Behaviour Change for Societal Transformation

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Presentation by Ashwin Rajan, Head Behaviour Design, Fabric Consulting

Behavioural change has been called the 'last mile' of social transformation. What does this actually mean?

Presentation by Ashwin Rajan, Head Behaviour Design, Fabric Consulting

Behavioural change has been called the 'last mile' of social transformation. What does this actually mean?

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HERÄÄMÖ 25032020 - Behaviour Change for Societal Transformation

  1. 1. Fabric - A Behavioural Lab Behaviour Change for Societal Transformation
  2. 2. Hi, I’m Ashwin. I’m a Behaviour Designer Fabric Behavioural Lab (Founder) Fjord / Accenture Interactive Copenhagen Institute of Interaction Design Deloitte Psychology, Sociology Major
  3. 3. Opportunities (for change) The core societal transformation problem Impact
  4. 4. Teams Strategies Insights Roadmaps Programs Technology & Tools Designs The core societal transformation problem Opportunities Impact
  5. 5. ? The core societal transformation problem Opportunities Impact
  6. 6. Action The core societal transformation problem Opportunities Impact
  7. 7. The core societal transformation problem Opportunities Impact
  8. 8. The Final Mile: Behaviour Change The core societal transformation problem Opportunities Impact
  9. 9. Get car owners to use public transport Behaviour change The Changemaker View
  10. 10. https://www.hermoney.com/enjoy/wellness/5-1-million-americans-waste-1-8-billion-on-unused-gym-memberships-heres-how-to-avoid-becoming-part-of-that-statistic/ Behaviour change Get customers to go to the gym The Changemaker View
  11. 11. Behaviour change Get kids to reach and stay in school The Changemaker View
  12. 12. The Changemaker View Get citizens to get tested Behaviour change
  13. 13. Behaviour design moves people to action!
  14. 14. Not intentions - Actions Investment / commitment Turns decisions into actions Provides data / Is measurable Behaviour design moves people
  15. 15. Motivation Cognitive Biases Rewards & Incentives Influence & Persuasion Triggers Memory & Experience Choice
 Architecture Nudging Decision Making Personality Types Gamification Priming & Framing Habits, Routines & Novelty Emotion Core elements of Behaviour
  16. 16. Motivation Cognitive Biases Rewards & Incentives Influence & Persuasion Triggers Memory & Experience Choice
 Architecture Nudging Decision Making Personality Types Gamification Priming & Framing Habits, Routines & Novelty Emotion Core elements of Behaviour
  17. 17. The Behaviour Design Canvas Target
  18. 18. Human Time & Attention Products, Services & Content The Attention Economy Paradox
  19. 19. Go for bike ride every 2 days Switch Target
  20. 20. Go for bike ride every 2 days Do yoga after morning coffee Switch Target
  21. 21. Go for bike ride every 2 days Do yoga after morning coffee Switch Preparation Relaxation Target
  22. 22. Switch Go for bike ride every 2 days Do yoga after morning coffee Browse professional content at home (evening before dinner) Target
  23. 23. Go for bike ride every 2 days Browse professional content at home (evening before dinner) Switch Target
  24. 24. Exercise 1 01. Target • Target behaviour: Pick one behaviour that you want to do in your life (something you don’t mind sharing with us). • Write down the target behaviour in the Desired Behaviour box. • Write down the current behaviour from which you want to make the switch. Go for bike ride every 2 days Browse professional content at home (evening before dinner) Switch
  25. 25. The Behaviour Design Canvas Align
  26. 26. Motivation and Ability together are required to do a target behaviour.
  27. 27. Motivation and Ability together are required to do a target behaviour.
  28. 28. Example: Align
  29. 29. ? ? ? Example: Align
  30. 30. Align with human Motivation Case 1 Case 2
  31. 31. Decision Making Pull motivators (Positive feeling) Push motivators (Negative feeling) Align with human Motivation
  32. 32. Finding Peak Motivation Morning Noon Evening Night Motivation Level
  33. 33. Decision Making Don't start with the target behaviour Pull motivators Push motivators Align with Motivation
  34. 34. Decision Making Pull motivators (Positive feeling) Push motivators (Negative feeling) Context of Switch: Evening before dinner Align with Motivation
  35. 35. Decision Making I want to feel refreshed Pull motivators (Positive feeling) Push motivators (Negative feeling) Context: Evening before dinner Align with Motivation
  36. 36. Decision Making I want to feel refreshed I want to NOT feel unfit Pull motivators (Positive feeling) Push motivators (Negative feeling) Context: Evening before dinner Align with Motivation
  37. 37. Decision Making I want to feel refreshed I want to NOT feel unfit Pull motivators (Positive feeling) Push motivators (Negative feeling) Context: Evening before dinner Align with Motivation
  38. 38. Decision Making I want to feel refreshed I want to NOT feel unfit Pull motivators (Positive feeling) Push motivators (Negative feeling) Context: Evening before dinner Go for bike ride Align with Motivation
  39. 39. Decision Making I want to feel refreshed I want to NOT feel unfit Pull motivators (Positive feeling) Push motivators (Negative feeling) Context: Evening before dinner Go for bike ride Easy substitutes to target behaviour Align with Motivation
  40. 40. Decision Making I want to NOT feel unfit Push motivators (Negative feeling) Context: Evening before dinner Go for bike ride Align with Motivation
  41. 41. Go for bike ride every 2 days Browse professional content at home I want to NOT feel unfit
  42. 42. Go for bike ride every 2 days Browse professional content at home I want to NOT feel unfit
  43. 43. Go for bike ride every 2 days Browse professional content at home Abilities: 
 • Time • Money • Effort • Resources • Social Proof • Routines • Agency I want to NOT feel unfit
  44. 44. Example: Ability
  45. 45. Go for bike ride every 2 days Browse professional content at home Have bike ready standing by door I want to NOT feel unfit Align with Motivation
  46. 46. Go for bike ride every 2 days Browse professional content at home Fresh Finnish air extends life span! Align with Motivation
  47. 47. Fresh Finnish air extends life span! Exercise 2 02. Align • Consider your Motivation to do target behaviour for 1 min (positive/negative, substitutes in target behaviour context). • If motivated to do target behaviour, write down the Motivation in User Intent box. • Write down how to increase Ability to target behaviour in Yes box. • If not motivated, write down how to increase Motivation in No box. Have bike ready standing by door I want to NOT feel unfit
  48. 48. The Behaviour Design Canvas Shape
  49. 49. Go for bike ride every 2 days Browse professional content at home Have bike ready standing by door I want to NOT feel unfit
  50. 50. Motivation and Ability together are required to do a target behaviour. For the behaviour to happen, it has to be CUED.
  51. 51. Active Passive Mixed
  52. 52. Selling by cueing in high motivation context (1)
  53. 53. Selling by cueing in high motivation context (2)
  54. 54. https://www.hermoney.com/enjoy/wellness/5-1-million-americans-waste-1-8-billion-on-unused-gym-memberships-heres-how-to-avoid-becoming-part-of-that- Selling by cueing in high motivation context (3)
  55. 55. Decision Making Internal Cues sources: • Need for fresh air • Need for entertainment • Need for company Cues: Trigger the Target Behaviour
  56. 56. Decision Making External Cues: • Doorbell • Notification • Call from friend Cues: Trigger the Target Behaviour
  57. 57. Go for bike ride every 2 days Browse professional content at home Have bike ready standing by door Get biking partner to call & remind youI want to NOT feel unfit
  58. 58. Go for bike ride every 2 days Browse professional content at home Have bike ready standing by door Get biking partner to call & remind you Take the friends call and say I will meet I want to NOT feel unfit
  59. 59. Go for bike ride every 2 days Browse professional content at home I want to NOT feel unfit Have bike ready standing by door Take the friends call and say I will meet Get biking partner to call & remind you
  60. 60. Rewards: the existential view Self Social Survival
  61. 61. Rewards: the temporal view Present Past Future
  62. 62. PresentPast Rewards: the temporal view The ‘Peak End Rule’
  63. 63. Go for bike ride every 2 days Browse professional content at home I want not NOT feel unfit Have bike ready standing by door Feel fitter! Social bonding & fun! Take the friends call and say I will meet Get biking partner to call & remind you
  64. 64. Take the friends call and say I will meet Feel fitter! Social bonding & fun! Exercise 3 01. Shape • Cue: Write down how you will trigger the target behaviour. • Action: write down the key micro-behaviour you will do as part of the target behaviour. • Write down the Reward/s you will get from doing target behaviour: an outcome of motivation. Get biking partner to call & remind you
  65. 65. Behaviour Change for Societal Transformation Insights discussion followed by Q&A Twitter: @asystemone Instagram: behaviour_design ashwin@fabricbd.com LinkedIn: Ashwin Rajan
  66. 66. Solution Design Create a ‘Behavioural Owner’ to sustain behavioural change Stakeholder perception Problem Framing Sustained Impact ‘Behaviour Change’
  67. 67. Thank you for your attention Ashwin Rajan
 Founder & Head Behaviour Design, Fabric Email: ashwin@fabricbd.com
  68. 68. The Attention Economy Paradox
  69. 69. A Nudge

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