designing for positive behaviors + habits 
david sherwin / @changeorder / HIDC.SF 2014 
©2014 David Sherwin. All rights re...
“How can I work as an interactive 
designer creating products that 
help make people’s lives better?” 
“Where should I sta...
THEN NOW 
David Sherwin @changeorder
Photo © http://www.thechocfactory.co.uk/ 
OMG 
10,000 FT DEEP 
David Sherwin @changeorder
buy now 
This is not a talk about 
using persuasive techniques 
to help users reach static goals. 
David Sherwin @changeor...
upload 
photo 
update 
graph 
edit 
data 
table 
monitor 
levels 
plan 
project 
check 
email 
send a 
tweet 
watch 
movie...
save 
money 
eat 
healthy 
This is a talk about how 
we can create products 
that support positive 
behaviors and habits. ...
save 
money 
Promise 
The positive benefit a person 
wants to receive over time. 
Behaviors 
What we do in a situation, 
o...
save 
money 
Promise 
What positive benefits 
are people seeking? 
Behaviors 
What behaviors lead 
to that benefit? 
depos...
What positive benefits are people seeking? 
Identify the core issues. 
David Sherwin @changeorder
“I want to help 
__________________ 
to ________________ 
so that ____________ 
________________.” 
(a group of people) 
(...
“I want to help 
__________________ 
(a group of people) 
to ________________ 
save money 
so that ____________ 
(they ach...
Start with foundational research. 
Expert knowledge can illuminate an issue. 
“Nearly 44 percent of Americans don’t have 
...
“One quarter (25%) of middle class households 
(those earning $56,113 to $91,356 annually) 
have less than three months of...
Move beyond the statistics and talk with 
people wrestling with this issue. Respect their 
situations and see it from thei...
“I want to help 
__________________ 
(a group of people) 
to ________________ 
save money 
so that ____________ 
(they ach...
“I want to help 
__________________ 
(a group of people) 
to ________________ 
so that ____________ 
________________.” 
s...
“I want to help 
__________________ 
divorced people 
to ________________ 
save money 
so that ____________ 
_____________...
What positive benefit are people seeking? 
Identify the core issues. 
Formulate the promise. 
David Sherwin @changeorder
GOAL 
save 
money 
too abstract 
David Sherwin @changeorder
save 
enough for 
3 months 
of rent 
David Sherwin @changeorder
help 
divorced people 
save enough 
money for 
6 months 
w/out work 
David Sherwin @changeorder
Your product’s promise is a hypothesis 
you have to test and validate. 
Will your audience value the long-term benefit? 
H...
What positive benefit are people seeking? 
Identify the core issues. 
Formulate the promise. 
Consider systemic benefits. ...
It’s not just about money in the bank. 
Think about what additional benefits will 
lead to positive behavior change. 
Davi...
help 
divorced people 
save enough 
money for 
6 months 
w/out work 
David Sherwin @changeorder
economic capital 
knowledge capital 
social capital 
basic 
needs 
David Sherwin @changeorder
fiduciary 
investment 
capital 
investment 
monetary 
savings 
economic capital 
primary 
schooling 
after-school 
program...
economic capital 
after-school 
programs job 
knowledge capital primary 
schooling 
training 
career 
change 
early 
educa...
monetary 
savings 
primary 
schooling 
after-school 
programs job 
training 
career 
change 
early 
education 
gap 
learni...
monetary 
savings 
primary 
schooling 
after-school 
programs job 
training 
career 
change 
early 
education 
gap 
learni...
monetary 
savings 
gap 
learning 
solutions 
family 
support 
health 
safety 
David Sherwin @changeorder
gap 
learning 
solutions 
safety 
monetary 
savings 
family 
support 
health 
David Sherwin @changeorder
help 
divorced people 
save enough 
money for 
6 months 
w/out work 
David Sherwin @changeorder
save 
money 
Promise 
What positive benefits 
are people seeking? 
Behaviors 
What behaviors lead 
to that benefit? 
depos...
What behaviors lead to that benefit? 
Define your vocabulary. 
David Sherwin @changeorder
Every product contains a behavioral vocabulary 
that supports what people want to accomplish 
(and sometimes what they don...
Generate a product vocabulary 
by analyzing existing behaviors. 
Look at what people do in the world and capture 
the verb...
verb 
noun 
noun 
adjective noun 
noun 
adjective noun 
noun 
David Sherwin @changeorder
withdraw 
money from <account> 
view 
<account> balance 
deposit 
checks or cash 
David Sherwin @changeorder
verb 
noun 
noun 
adjective noun 
noun 
adjective noun 
noun 
from http://www.smashingmagazine.com/2013/02/15/designing-gr...
pay 
this month’s bill 
schedule 
payment of bill 
view 
impact on debt 
from http://www.smashingmagazine.com/2013/02/15/d...
KNOWLEDGE 
pay 
transfer 
withdraw 
& deposit 
view 
capture 
access 
save 
commu-nicate 
David Sherwin @changeorder
What behaviors lead to that benefit? 
Define your vocabulary. 
Arrange in chunks. 
David Sherwin @changeorder
behavior 
behavior 
behavior behavior 
Think of each behavior 
as a “chunk” that can be 
sequenced to help people 
reach t...
Think of each behavior 
as a “chunk” that can be 
sequenced to help people 
reach their desired goals. 
view 
balance 
dep...
If certain verbs and nouns 
are missing, a product won’t 
support habits over time. 
David Sherwin @changeorder
spend for 
basic needs 
view 
balance 
deposit 
money 
plan 
budget 
review 
spending 
transfer 
money 
withdraw 
money 
p...
view 
balance 
deposit 
money 
plan 
budget 
review 
spending 
transfer 
money 
withdraw 
money 
pay bills 
spend 
for fun...
view 
balance 
deposit 
money 
transfer 
money 
invest 
money 
withdraw 
money 
pay bills 
spend 
for fun 
compare 
to bud...
What behaviors lead to that benefit? 
Define your vocabulary. 
Arrange in chunks. 
Identify the gaps. 
David Sherwin @chan...
view 
balance 
deposit 
money 
transfer 
money 
invest 
money 
withdraw 
money 
pay bills 
spend 
for fun 
compare 
to bud...
help 
divorced people 
save enough 
money for 
6 months 
w/out work 
David Sherwin @changeorder
gap 
learning 
solutions 
safety 
monetary 
savings 
family 
support 
health 
David Sherwin @changeorder
gap 
learning 
solutions 
view 
balance 
deposit 
money 
transfer 
money 
invest 
money 
withdraw 
money 
pay bills 
spend...
view 
balance 
deposit 
money 
transfer 
money 
withdraw 
money 
pay bills 
spend 
for fun 
revise 
budget 
access 
bank 
...
view 
balance 
deposit 
money 
transfer 
money 
withdraw 
money 
pay bills 
spend 
for fun 
revise 
budget 
access 
bank 
...
view 
balance 
deposit 
money 
transfer 
money 
withdraw 
money 
pay bills 
spend 
for fun 
revise 
budget 
access 
bank 
...
save 
money 
Promise 
What positive benefits 
are people seeking? 
Behaviors 
What behaviors lead 
to that benefit? 
depos...
At First 
You’ll 
Be 
Wrong 
David Sherwin @changeorder
What habits support required behaviors? 
Formulate your hypotheses. 
David Sherwin @changeorder
At First 
Learn 
Build 
Measure 
David Sherwin @changeorder
At First 
Learn 
Build 
Measure 
Generate 
hypotheses 
from 
observed 
habit loops. 
Create product prototypes 
using real...
What habits support required behaviors? 
Formulate your hypotheses. 
Identify habits and cravings. 
David Sherwin @changeo...
“I don’t know why I can’t save money.” 
David Sherwin @changeorder
MORNING 
COFFEE 
PAY 
BILLS 
Look for recurring habits 
Trace people’s daily routines through 
“day in the life” research ...
MORNING 
COFFEE 
PAY 
BILLS 
CHECK 
BALANCE 
PLAN 
A MAJOR 
PURCHASE 
EXERCISE 
BRUSH 
TEETH 
READ 
NEWS DRIVE TO 
WORK Da...
DRIVE TO 
WORK BUY 
MORNING 
COFFEE 
PAY 
BILLS 
CLIP 
COUPONS 
PLAN 
A MAJOR 
PURCHASE 
GROCERIES 
CHECK 
BALANCE 
David ...
“I look at the money in my 
bank account every day 
on my work computer.” 
“I like to cook for my family 
a traditional me...
ROUTINE 
CRAVING 
CUE REWARD 
“The Habit Loop” model from 
The Power of Habit by Charles Duhigg 
David Sherwin @changeorde...
ROUTINE 
Review transaction history in personal checking account. 
CUE REWARD 
CRAVING 
“The Habit Loop” model from 
The P...
ROUTINE 
CUE REWARD 
CRAVING 
“The Habit Loop” model from 
The Power of Habit by Charles Duhigg 
The pantry 
is almost 
em...
ROUTINE 
CUE REWARD 
CRAVING 
“The Habit Loop” model from 
The Power of Habit by Charles Duhigg 
The pantry 
is almost 
em...
What habits support required behaviors? 
Formulate your hypotheses. 
Identify habits and cravings. 
Design sequences to te...
BUY 
GROCERIES 
view 
balance 
deposit 
money 
transfer 
money 
withdraw 
money 
pay bills 
spend 
for fun 
revise 
budget...
BUY 
GROCERIES 
view 
balance 
deposit 
money 
transfer 
money 
withdraw 
money 
pay bills 
spend 
for fun 
revise 
budget...
BUY 
GROCERIES 
view 
balance 
spend 
for fun 
access 
bank 
account 
spend for 
basic needs 
automate 
money 
transfer 
c...
BUY 
GROCERIES 
view 
balance 
spend 
for fun 
access 
bank 
account 
spend for 
basic needs 
automate 
money 
transfer 
c...
BUY 
GROCERIES 
view 
balance 
compare 
to budget 
automate 
money 
transfer 
learn 
about 
budgeting 
learn 
about 
savin...
BUY 
GROCERIES 
view 
balance 
compare 
to budget 
automate 
money 
transfer 
learn 
about 
saving 
Proving I can take car...
BUY 
GROCERIES 
compare 
to budget 
putting $ 
in savings 
Proving I can take care of others. 
access 
bank 
account 
spen...
GROCERIES 
compare 
to budget 
putting $ 
in savings 
access 
bank 
account 
spend for 
basic needs 
Proving I can take ca...
“If you pick the right small behavior and 
sequence it right, then you won't have 
to motivate yourself to have it grow. 
...
GAMBLE 
deposit 
money into 
savings 
watch 
training 
video 
select 
potential 
reward 
start 
game 
Thrill of potentiall...
SaveUp.com 
& Prize-Linked 
Savings 
David Sherwin @changeorder
GOING 
SHOPPING 
pay for 
basic 
needs 
view 
balance 
review 
budget 
To decrease stress 
David Sherwin @changeorder
Level Money 
& Real-Time 
Spend Mgmt 
David Sherwin @changeorder
What habits support required behaviors? 
Formulate your hypotheses. 
Identify habits and cravings. 
Design sequences to te...
“Move fast, break things…” 
David Sherwin @changeorder
break lives 
“Move fast, break things…” 
Never put a solution for behavior change 
in people’s hands that: 
• They don’t w...
“Move fast, and support people…” 
When you’re designing and testing your product: 
• Be transparent to your users about wh...
save 
money 
Goals 
What positive benefits 
are people seeking? 
Behaviors 
What behaviors lead 
to that benefit? 
deposit...
“There are only so many habits 
any one person can take on.” 
“Every habit is an entry point 
into another habit.” 
“You h...
Let’s make talking about this a habit! 
e david@changeorderblog.com 
w davidsherwin.com 
t @changeorder 
amzn.to/successby...
Designing for Positive Behaviors and Habits
Designing for Positive Behaviors and Habits
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Designing for Positive Behaviors and Habits

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We live in a world where we expect the applications and services we use every day to not only help us do what we want to do, but encourage us to help reach our goals in ways that will make us healthier, wealthier, and happier. In this talk I delivered at HOW Interactive Design Conference 2014, I explore a growing trend in the interactive space, where product designers are using techniques drawn from the social sciences to support and shape the choices their users make. With the tools I provide in this talk, you can create your first draft of a product intended for positive behavior change, as well as test the first iteration of your design solutions in a responsible manner.

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Designing for Positive Behaviors and Habits

  1. 1. designing for positive behaviors + habits david sherwin / @changeorder / HIDC.SF 2014 ©2014 David Sherwin. All rights reserved. Image 311744213 by Randysonofrobert via CC attribution 2.0 generic license.
  2. 2. “How can I work as an interactive designer creating products that help make people’s lives better?” “Where should I start if I want to make a product for positive good? David Sherwin @changeorder
  3. 3. THEN NOW David Sherwin @changeorder
  4. 4. Photo © http://www.thechocfactory.co.uk/ OMG 10,000 FT DEEP David Sherwin @changeorder
  5. 5. buy now This is not a talk about using persuasive techniques to help users reach static goals. David Sherwin @changeorder
  6. 6. upload photo update graph edit data table monitor levels plan project check email send a tweet watch movie create chart This is not a talk about how to influence the way people gain access to entertainment, or be more productive at work. start video chat
  7. 7. save money eat healthy This is a talk about how we can create products that support positive behaviors and habits. get exercise sleep more learn a skill drink water use less energy don’t get sick don’t get injured help someone in need
  8. 8. save money Promise The positive benefit a person wants to receive over time. Behaviors What we do in a situation, or due to a stimulus. deposit money Habits Behaviors repeated so often they become automatic. transfer savings weekly David Sherwin @changeorder
  9. 9. save money Promise What positive benefits are people seeking? Behaviors What behaviors lead to that benefit? deposit money Habits What habits support required behaviors? transfer savings weekly David Sherwin @changeorder
  10. 10. What positive benefits are people seeking? Identify the core issues. David Sherwin @changeorder
  11. 11. “I want to help __________________ to ________________ so that ____________ ________________.” (a group of people) (conduct a behavior) (they achieve a beneficial goal) David Sherwin @changeorder
  12. 12. “I want to help __________________ (a group of people) to ________________ save money so that ____________ (they achieve ________________.” a beneficial goal) David Sherwin @changeorder
  13. 13. Start with foundational research. Expert knowledge can illuminate an issue. “Nearly 44 percent of Americans don’t have enough savings or other liquid assets to stay out of poverty for more than three months… Almost a third have no savings accounts at all.” !—Pam Fessler, NPR Morning Edition, http://n.pr/UAbloH David Sherwin @changeorder
  14. 14. “One quarter (25%) of middle class households (those earning $56,113 to $91,356 annually) have less than three months of savings… …four out of five (78%) of the lowest-income households… are liquid asset poor. This lack of savings corresponds with long-term financial insecurity.” !—CFED, “Treading Water in the Deep End,” http://assetsandopportunity.org/scorecard/about/main_findings/ David Sherwin @changeorder
  15. 15. Move beyond the statistics and talk with people wrestling with this issue. Respect their situations and see it from their perspective. “I just save 10%. I feel like that is what I am supposed to do, isn’t it?” “Thinking about how much I spend at this cafe in the moment is tough. I need to know, ok, you spend $6 every day at this place…” David Sherwin @changeorder
  16. 16. “I want to help __________________ (a group of people) to ________________ save money so that ____________ (they achieve ________________.” a beneficial goal) David Sherwin @changeorder
  17. 17. “I want to help __________________ (a group of people) to ________________ so that ____________ ________________.” save money they’re prepared for emergencies David Sherwin @changeorder
  18. 18. “I want to help __________________ divorced people to ________________ save money so that ____________ ________________.” they’re prepared for emergencies David Sherwin @changeorder
  19. 19. What positive benefit are people seeking? Identify the core issues. Formulate the promise. David Sherwin @changeorder
  20. 20. GOAL save money too abstract David Sherwin @changeorder
  21. 21. save enough for 3 months of rent David Sherwin @changeorder
  22. 22. help divorced people save enough money for 6 months w/out work David Sherwin @changeorder
  23. 23. Your product’s promise is a hypothesis you have to test and validate. Will your audience value the long-term benefit? How long would it take to achieve it? What are the first “quick wins” they can reach? David Sherwin @changeorder
  24. 24. What positive benefit are people seeking? Identify the core issues. Formulate the promise. Consider systemic benefits. David Sherwin @changeorder
  25. 25. It’s not just about money in the bank. Think about what additional benefits will lead to positive behavior change. David Sherwin @changeorder
  26. 26. help divorced people save enough money for 6 months w/out work David Sherwin @changeorder
  27. 27. economic capital knowledge capital social capital basic needs David Sherwin @changeorder
  28. 28. fiduciary investment capital investment monetary savings economic capital primary schooling after-school programs job knowledge capital social capital health basic needs training career change early education gap learning solutions corporate support personal friendship family support civic & community support safety food & water shelter energy David Sherwin @changeorder
  29. 29. economic capital after-school programs job knowledge capital primary schooling training career change early education gap learning solutions social capital corporate support personal friendship family support civic & community support health basic needs safety food & water shelter energy monetary savings David Sherwin @changeorder
  30. 30. monetary savings primary schooling after-school programs job training career change early education gap learning solutions corporate support personal friendship family support civic & community support health safety David Sherwin @changeorder
  31. 31. monetary savings primary schooling after-school programs job training career change early education gap learning solutions family support health safety David Sherwin @changeorder
  32. 32. monetary savings gap learning solutions family support health safety David Sherwin @changeorder
  33. 33. gap learning solutions safety monetary savings family support health David Sherwin @changeorder
  34. 34. help divorced people save enough money for 6 months w/out work David Sherwin @changeorder
  35. 35. save money Promise What positive benefits are people seeking? Behaviors What behaviors lead to that benefit? deposit money Habits What habits support required behaviors? transfer savings weekly David Sherwin @changeorder
  36. 36. What behaviors lead to that benefit? Define your vocabulary. David Sherwin @changeorder
  37. 37. Every product contains a behavioral vocabulary that supports what people want to accomplish (and sometimes what they don’t…) search see friends on Facebook post to feed provide feedback view ad view wall view details play game David Sherwin @changeorder
  38. 38. Generate a product vocabulary by analyzing existing behaviors. Look at what people do in the world and capture the verbs and nouns. Review products that support the desired benefits and capture what behaviors they support. This will be your starting palette to design from. David Sherwin @changeorder
  39. 39. verb noun noun adjective noun noun adjective noun noun David Sherwin @changeorder
  40. 40. withdraw money from <account> view <account> balance deposit checks or cash David Sherwin @changeorder
  41. 41. verb noun noun adjective noun noun adjective noun noun from http://www.smashingmagazine.com/2013/02/15/designing-great-feedback-loops/ David Sherwin @changeorder
  42. 42. pay this month’s bill schedule payment of bill view impact on debt from http://www.smashingmagazine.com/2013/02/15/designing-great-feedback-loops/ David Sherwin @changeorder
  43. 43. KNOWLEDGE pay transfer withdraw & deposit view capture access save commu-nicate David Sherwin @changeorder
  44. 44. What behaviors lead to that benefit? Define your vocabulary. Arrange in chunks. David Sherwin @changeorder
  45. 45. behavior behavior behavior behavior Think of each behavior as a “chunk” that can be sequenced to help people reach their desired goals. behavior behavior behavior behavior David Sherwin @changeorder
  46. 46. Think of each behavior as a “chunk” that can be sequenced to help people reach their desired goals. view balance deposit money plan budget review spending transfer money withdraw money pay bills spend for fun David Sherwin @changeorder
  47. 47. If certain verbs and nouns are missing, a product won’t support habits over time. David Sherwin @changeorder
  48. 48. spend for basic needs view balance deposit money plan budget review spending transfer money withdraw money pay bills spend for fun access bank account spend for emergency automate money transfer invest money David Sherwin @changeorder
  49. 49. view balance deposit money plan budget review spending transfer money withdraw money pay bills spend for fun access bank account spend for emergency spend for basic needs automate money transfer invest money David Sherwin @changeorder
  50. 50. view balance deposit money transfer money invest money withdraw money pay bills spend for fun compare to budget revise budget access bank account spend for emergency spend for basic needs automate money transfer plan major purchase Through this process you will discover what basic behaviors are necessary to help reach a benefit. David Sherwin @changeorder
  51. 51. What behaviors lead to that benefit? Define your vocabulary. Arrange in chunks. Identify the gaps. David Sherwin @changeorder
  52. 52. view balance deposit money transfer money invest money withdraw money pay bills spend for fun compare to budget revise budget access bank account spend for emergency spend for basic needs automate money transfer plan major purchase As a final step, compare the systemic benefits to your list of your behaviors. Are any missing? No freaking way! David Sherwin @changeorder
  53. 53. help divorced people save enough money for 6 months w/out work David Sherwin @changeorder
  54. 54. gap learning solutions safety monetary savings family support health David Sherwin @changeorder
  55. 55. gap learning solutions view balance deposit money transfer money invest money withdraw money pay bills spend for fun compare to budget revise budget access bank account spend for emergency spend for basic needs automate money transfer plan major purchase monetary savings safety health family support David Sherwin @changeorder
  56. 56. view balance deposit money transfer money withdraw money pay bills spend for fun revise budget access bank account spend for emergency spend for basic needs automate money transfer invest money plan major purchase monetary health safety savings family support compare to budget learn about budgeting learn about saving research mortgage plan retirement gap learning solutions David Sherwin @changeorder
  57. 57. view balance deposit money transfer money withdraw money pay bills spend for fun revise budget access bank account spend for emergency spend for basic needs automate money transfer invest money plan major purchase compare to budget learn about budgeting learn about saving research mortgage plan retirement gap learning solutions monetary savings health safety family support David Sherwin @changeorder
  58. 58. view balance deposit money transfer money withdraw money pay bills spend for fun revise budget access bank account spend for emergency spend for basic needs automate money transfer invest money plan major purchase compare to budget learn about budgeting learn about saving research mortgage plan retirement David Sherwin @changeorder
  59. 59. save money Promise What positive benefits are people seeking? Behaviors What behaviors lead to that benefit? deposit money Habits What habits support required behaviors? transfer savings weekly David Sherwin @changeorder
  60. 60. At First You’ll Be Wrong David Sherwin @changeorder
  61. 61. What habits support required behaviors? Formulate your hypotheses. David Sherwin @changeorder
  62. 62. At First Learn Build Measure David Sherwin @changeorder
  63. 63. At First Learn Build Measure Generate hypotheses from observed habit loops. Create product prototypes using real data. Put product prototypes in people’s hands. Gather data and analyze. David Sherwin @changeorder
  64. 64. What habits support required behaviors? Formulate your hypotheses. Identify habits and cravings. David Sherwin @changeorder
  65. 65. “I don’t know why I can’t save money.” David Sherwin @changeorder
  66. 66. MORNING COFFEE PAY BILLS Look for recurring habits Trace people’s daily routines through “day in the life” research activities. CLIP COUPONS PLAN A MAJOR PURCHASE CHECK BALANCE BUY GROCERIES EXERCISE BRUSH TEETH READ NEWS DRIVE TO WORK David Sherwin @changeorder
  67. 67. MORNING COFFEE PAY BILLS CHECK BALANCE PLAN A MAJOR PURCHASE EXERCISE BRUSH TEETH READ NEWS DRIVE TO WORK David Sherwin @changeorder
  68. 68. DRIVE TO WORK BUY MORNING COFFEE PAY BILLS CLIP COUPONS PLAN A MAJOR PURCHASE GROCERIES CHECK BALANCE David Sherwin @changeorder
  69. 69. “I look at the money in my bank account every day on my work computer.” “I like to cook for my family a traditional meal every night after work.” BUY GROCERIES CHECK BALANCE David Sherwin @changeorder
  70. 70. ROUTINE CRAVING CUE REWARD “The Habit Loop” model from The Power of Habit by Charles Duhigg David Sherwin @changeorder
  71. 71. ROUTINE Review transaction history in personal checking account. CUE REWARD CRAVING “The Habit Loop” model from The Power of Habit by Charles Duhigg I’m taking a coffee break. Return to work knowing there is enough money for bills and mortgage. Proving I can take care of others. David Sherwin @changeorder
  72. 72. ROUTINE CUE REWARD CRAVING “The Habit Loop” model from The Power of Habit by Charles Duhigg The pantry is almost empty. Splurge on gifts for family while grocery shopping. My children can save their money for when they move out. Proving I can take care of others. David Sherwin @changeorder
  73. 73. ROUTINE CUE REWARD CRAVING “The Habit Loop” model from The Power of Habit by Charles Duhigg The pantry is almost empty. ??? My children can save their money for when they move out. Proving I can take care of others. David Sherwin @changeorder
  74. 74. What habits support required behaviors? Formulate your hypotheses. Identify habits and cravings. Design sequences to test. David Sherwin @changeorder
  75. 75. BUY GROCERIES view balance deposit money transfer money withdraw money pay bills spend for fun revise budget access bank account spend for emergency spend for basic needs automate money transfer invest money plan major purchase compare to budget learn about budgeting learn about saving research mortgage plan retirement David Sherwin @changeorder
  76. 76. BUY GROCERIES view balance deposit money transfer money withdraw money pay bills spend for fun revise budget access bank account spend for emergency spend for basic needs automate money transfer invest money plan major purchase compare to budget learn about budgeting learn about saving research mortgage plan retirement David Sherwin @changeorder
  77. 77. BUY GROCERIES view balance spend for fun access bank account spend for basic needs automate money transfer compare to budget learn about budgeting learn about saving David Sherwin @changeorder
  78. 78. BUY GROCERIES view balance spend for fun access bank account spend for basic needs automate money transfer compare to budget learn about budgeting learn about saving Proving I can take care of others. David Sherwin @changeorder
  79. 79. BUY GROCERIES view balance compare to budget automate money transfer learn about budgeting learn about saving Proving I can take care of others. spend for fun access bank account spend for basic needs David Sherwin @changeorder
  80. 80. BUY GROCERIES view balance compare to budget automate money transfer learn about saving Proving I can take care of others. access bank account spend for basic needs learn about budgeting spend for fun David Sherwin @changeorder
  81. 81. BUY GROCERIES compare to budget putting $ in savings Proving I can take care of others. access bank account spend for basic needs David Sherwin @changeorder
  82. 82. GROCERIES compare to budget putting $ in savings access bank account spend for basic needs Proving I can take care of others. CHECK BALANCE David Sherwin @changeorder
  83. 83. “If you pick the right small behavior and sequence it right, then you won't have to motivate yourself to have it grow. It will just happen naturally, like a good seed planted in a good spot.” !—B.J. Fogg David Sherwin @changeorder
  84. 84. GAMBLE deposit money into savings watch training video select potential reward start game Thrill of potentially winning money. David Sherwin @changeorder
  85. 85. SaveUp.com & Prize-Linked Savings David Sherwin @changeorder
  86. 86. GOING SHOPPING pay for basic needs view balance review budget To decrease stress David Sherwin @changeorder
  87. 87. Level Money & Real-Time Spend Mgmt David Sherwin @changeorder
  88. 88. What habits support required behaviors? Formulate your hypotheses. Identify habits and cravings. Design sequences to test. Test with informed participants. David Sherwin @changeorder
  89. 89. “Move fast, break things…” David Sherwin @changeorder
  90. 90. break lives “Move fast, break things…” Never put a solution for behavior change in people’s hands that: • They don’t want to try • Misrepresents its intent • That could endanger their well-being • You wouldn’t use yourself David Sherwin @changeorder
  91. 91. “Move fast, and support people…” When you’re designing and testing your product: • Be transparent to your users about what you’re testing • Know what metrics you’re tracking against • Continuously gauge emotional/rational response • Accurately represent and protect each person’s data • Over-communicate about software bugs or downtime • Always A/B test with a control group David Sherwin @changeorder
  92. 92. save money Goals What positive benefits are people seeking? Behaviors What behaviors lead to that benefit? deposit money Habits What habits support required behaviors? transfer savings weekly David Sherwin @changeorder
  93. 93. “There are only so many habits any one person can take on.” “Every habit is an entry point into another habit.” “You have to keep at it, make habits about learning and applying behavioral science.” Suelyn Yu, Opower David Sherwin @changeorder
  94. 94. Let’s make talking about this a habit! e david@changeorderblog.com w davidsherwin.com t @changeorder amzn.to/successbydesign amzn.to/CWTheBook ©2014 David Sherwin. All rights reserved. Many thanks to Suelyn Yu, Lawson Kight, Erin Muntzert, and many others at frog that talked with me on this subject!

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