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UXSG2014 Workshop (Day 1) - Nudge workshop (AHS & MOM team)

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Veröffentlicht am

Facilitated by
Alexandra Health System team, Singapore
led by Tan Liren
Industrial Designer

and

Ministry of Manpower, Singapore
led by Teo Ya Chih
Senior Manager

Veröffentlicht in: Gesundheitswesen
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UXSG2014 Workshop (Day 1) - Nudge workshop (AHS & MOM team)

  1. 1. DESIGNING BEHAVIOUR CHANGE IN HEALTHCARE Tan Liren | Industrial Designer | Alexandra Health System Teo Ya Chih | Senior Manager | Ministry for Manpower
  2. 2. HELLO! And Welcome J
  3. 3. Joint workshop by KTPH & MOM Innovation Behavioural Insights Behavioural Inasnigdh Dtse &si gDne Usingint
  4. 4. About us Dr Wong Sweet Fun! Senior ! Consultant! Tan Liren! AHS! Lee Wei Chung! Designer! Teo Ya Chih! MOM! Sabrina Ng! AHS! Ee Tien! MOM! Wong Hefen! MOM! Joycelyn Chua! MOM!
  5. 5. Objective of today’s session Introduction to Behavioural Economics MINDSPACE EAST EASY ATTRACTIVE SOCIAL TTIMIMEELYLY Developed by UK, Behavioural Insights Team Learn 2 Frameworks for Application
  6. 6. Program for the day Workshop 14:00 15:15 APPLICATION APPLICATION 15:40 18:00 INTRODUCTION TEA BREAK • Activity: Redesigning S-Clinic (Develop Interventions-EAST) • Sharing of concepts • Closing 15:5016:30 • Introduction to Behaviour Insights concepts – MINDSPACE • Activity: Redesigning S-Clinic (Understand- MindSpace) NUDGE IN HEALTHCARE • Designing Nudge in Healthcare – EAST framework
  7. 7. Open to learn Ground rules Exchange ideas Be excited
  8. 8. Ice breaker • <<Name>> • <<Occupation>> • I will like to be known for __________ • I hope to learn from this workshop __________
  9. 9. Quiz 1. Was Mahatma Gandhi older or younger than 100 years old when he died? 2. How old was Mahatma Gandhi when he died?
  10. 10. 3. Was Benjamin Sheares older or younger than 50 years old when he died? 4. How old was Benjami n Sheares when he died?
  11. 11. 5. Which tower is leaning more to the right?
  12. 12. Mei Ling is 31 years old, single, outspoken and very bright. She majored in philosophy. As a student she was deeply concerned with issues of discrimination and social justice. She drives a hybrid car and lives in Punggol waterway area. 6. Which of these two statements is more likely? A) Mei Ling is a librarian B) Mei Ling is a librarian and is active in the environmental movement
  13. 13. 7. Would you travel 20 minutes to get the discounted toaster? $100 $50
  14. 14. 8. Would you travel 20 minutes to get the discounted television? $3,000 $2,950
  15. 15. 9. How many times do you floss your teeth in a day/ month*? 0 1 2 3 4 5 6 7 8 10. How likely are you going to see the dentist if you have not done so? 0 1 2 3 4 5 6 7 8
  16. 16. What is the relationship between design thinking and behaviour science?
  17. 17. BEHAVIOUR SCIENCE Explains the science of how our behaviour is affected by what our brains perceive DESIGN THINKING Understand what our users need and desire through deep empathy
  18. 18. Design thinking and behavior science! Understand, Explore and Affect! Examine, Explain and Test!
  19. 19. Behavioural insights It turns out that the environmental effects on behaviour are a lot stronger than most people expect Humans make predictable mistakes because of their use of heuristics, fallacies, and because of the way they are influenced by their social interactions
  20. 20. Use of behavioural insights in public policy
  21. 21. MINDSPACE – developed by UK BIT A framework for understanding behavioural biases and effects Messenger Incentives Norms Defaults Salience Priming Affect Commitment Ego
  22. 22. Messenger - We are heavily influenced by who communicates information Expertise and trust Perceived authority (formal or informal) Peer effects
  23. 23. Incentives - Our responses to incentives are shaped by mental shortcuts Future discounting Loss aversion Overweigh small probabilities
  24. 24. 24 Sep 27 Sep 29 Sep TIME Banana/ Choc Hyperbolic discounting
  25. 25. Norms - We are strongly influenced by what others do Personalise the norm Spread the word Beware of boomerangs
  26. 26. Defaults - We “go with the flow” of pre-set options Defaults work because people dislike making important decisions and like to procrastinate
  27. 27. h#p://www.youtube.com/watch?v=2lXh2n0aPyw Avoid choice overload Highlight to people what they want/ need to know Salience - Our attention is drawn to what is novel and seems relevant to us Personalisation
  28. 28. Priming - Our acts are often influenced by sub-conscious cues Size of plates and portion size effects how much we eat Words, sights and smells influence behaviour
  29. 29. h#p://www.youtube.com/watch?v=2lXh2n0aPyw Moods can be more important than deliberation Emotional responses are fast & automatic Cannot always explain own behaviour Affect - Our emotional associations can powerfully shape our actions
  30. 30. Commitment - We seek to be consistent with our public promises, and reciprocate acts People can actively choose to constrain their future self Make commitments public Reciprocity
  31. 31. Ego - We act in ways that make us feel better about ourselves We seek to behave in a way that supports a positive and consistent self image
  32. 32. Understand your persona Messenger We are heavily influenced by who communicates information Incentives Our responses to incentives are shaped by mental shortcuts Norms We are strongly influenced by what others do Defaults We “go with the flow” of pre-set options Salience Our attention is drawn to what is novel and seems relevant to us Priming Our acts are often influenced by sub-conscious cues Affect Our emotional associations can powerfully shape our actions Commitment We seek to be consistent with our public promises, and reciprocate acts Ego We act in ways that make us feel better about ourselves
  33. 33. Programme for the day Workshop • Introduction to Behaviour Insights concepts & Framework 14:00 15:00 18:00 INTRODUCTION NUDGE IN HEALTHCARE • Designing APPLICATION APPLICATION TEA BREAK 16:30 15:30 15:50 Nudge in Healthcare – EAST framework • Activity: Redesigning S-Clinic (Develop Interventions-EAST) • Sharing of concepts • Closing • Activity: Redesigning S-Clinic (Understand- MindSpace)
  34. 34. WELCOME BACK! J Tan Liren | Industrial Designer | Alexandra Health System Teo Ya Chih | Senior Manager | Ministry for Manpower
  35. 35. Overview from the 1st session A framework for understanding behavioural biases and effects Messenger Incentives Norms Defaults Salience Priming Affect Commitment Ego We can’t help being irrational. Our brains are wired that way. Behavioural Economics helps us understand many of the seemingly irraConal behaviours
  36. 36. Program for the Day Nudge Workshop • Introduction to Behaviour Insights concepts & Framework 14:00 15:00 15:30 18:00 INTRODUCTION TEA BREAK APPLICATION NUDGE IN HEALTHCARE APPLICATION • Designing Nudge in Healthcare – EAST framework • Activity: Redesigning S-Clinic (Develop Interventions-EAST) • Sharing of concepts • Closing • Activity: Redesigning S-Clinic (Understand- MindSpace) 15:5016:30
  37. 37. Why do you think Behavioural Economics is important in Healthcare?
  38. 38. As we strive to progress as a society We are now living a more sedentary lifestyle, compared to our ancestors as we transit to a knowledge-based economy.! http://stcommunities.straitstimes.com/sites/default/files/imagecache/bxslider_photo/capitolsg10e.jp http://3.bp.blogspot.com/-C7CWWkHcBXc/Uld1Zco2nII/AAAAAAAAEd4/3nzjlglCymo/s1600/ncs-office.jpg
  39. 39. As we strive to progress as a society From living in a time of scarcity to one of abundance, our priorities changed. We now have easy access to convenient but unhealthy food.! http://www.thedogood.net/wp-content/uploads/2012/05/13-donate-food-lg.jpg h#p://i287.photobucket.com/albums/ll143/hongpeng1990/Blog%20Images/JollibeeSG02_zpse388e1d3.jpg
  40. 40. As we strive to progress as a society As a result, we now face an entirely different set of challenges, in which unhealthy lifestyles are the key to many of our chronic diseases. ! http://news.xin.msn.com/en/singapore/moh-extends-use-of-medisave-to-cover-more-chronic-diseases
  41. 41. Problems in Healthcare “We don’t have a healthcare problem. We have a behaviour problem.” -Mr Gautam Jaggi, Lead Analyst Ernst & Young
  42. 42. Healthcare Perspective
  43. 43. Patients’ Perspective
  44. 44. Patients’ Perspective h#p://cdn.asiancorrespondent.com/wp-­‐content/uploads/2013/02/AsiaObesity-­‐621x297.jpg
  45. 45. Patients’ Perspective h#p://4.bp.blogspot.com/-­‐UcB68Lo5CrQ/U28nJo4LjSI/AAAAAAAAnp8/RTxBTznppMU/s1600/DSC_0047jk.jpg
  46. 46. Behavioural Economics in Healthcare Changing Behavior is one of the biggest and most important challenge in healthcare. "If you look at people after coronary-artery bypass grafting two years later, 90% of them have not changed their lifestyle, even though they know they have a very bad disease and know they should change.” -Dr Edward Miller
  47. 47. How can Behavioural Economics help us?
  48. 48. EAST Framework EASY ATTRACTIVE SOCIAL TIMELY Adapted from The Behavioural Insights Team, UK The Behavioural Insights Team developed the EAST framework for practitioners to easily apply it in the design of the solution to nudge the desired behavior.
  49. 49. 2. Simplify 3. Using Defaults EAST Framework EASY ATTRACTIVE SOCIAL TIMELY Make the solution easy by: 1. Reducing Hassle Factor 2. Simplifying 3. Using Defaults
  50. 50. Strategies for Easy REDUCE HASSLE Make healthy options easily accessible SIMPLIFY Make it simpler for people to understand healthier options DEFAULT Make healthy food the only choice available HOW MIGHT WE… Make it easier for people to eat well?
  51. 51. EAST Framework EASY ATTRACTIVE SOCIAL TIMELY Make the solution attractive by: 1. Attracting Attention (Appeal) 2. Rewarding and Sanctioning 3. Gamifying & Fun
  52. 52. Strategies for Attractive HOW MIGHT WE… Make it attractive for people to not litter? REWARDS & SANCTIONS Make people own it by putting their reputation at stake ATTRACT ATTENTION Make recycling options obvious GAMIFY/ FUN Make the act of throwing trash fun h#p://i.dailymail.co.uk/i/pix/2009/03/19/arCcle-­‐1163132-­‐03F79CFC000005DC-­‐193_468x377.jpg h#p://chemistryteam.com/cms/wp-­‐content/uploads/bins21.jpg
  53. 53. EAST Framework EASY ATTRACTIVE SOCIAL TIMELY Make the solution social by: 1. Social Norms 2. Commitment Device 3. Networking
  54. 54. Strategies for Social SOCIAL NORMS Customise the desired norm to encourage usage COMMITMENT DEVICE Make users commit to a future decisions to ensure compliance NETWORK Create a network to encourage peer support HOW MIGHT WE… Make it social for people to lead an active lifestyle?
  55. 55. EAST Framework EASY ATTRACTIVE SOCIAL TIMELY Make the solution timely by: 1. Prompting 2. Planning 3. Cost of Delay
  56. 56. Strategies for Timely HOW MIGHT WE… Make it timely for people to adopt the usage of sun screen to protect their skin? PLAN Bundle a service together with the product COST OF DELAY Bring forward consequences of not using sunscreen PROMPTS Place prompts at the desired context http://goodoldlululemon.files.wordpress.com/2014/05/imgp8838.jpg h#p://www.ozarkoutdoors.net/wp-­‐content/uploads/2013/03/Store-­‐Layout-­‐From-­‐Dispatch.jpg h#p://www.reddit.com/r/SkincareAddicCon/comments/26y97f/uv_photo_with_without_sunscreen/
  57. 57. Nudge in the Design Process Understand! Explore! Prototype! Frame! Problem! Implement! Solution! Observe/ Interview Explain Strategise Select Ideas Prototype
  58. 58. Nudge in the Design Process User needs Design Research Design Solution Social Norms Social Influence Choices Attributing factors that explains one’s behavior Behavioural Science
  59. 59. Nudge in the Design Process “Nudges are like GPS units: they tell you the most efficient, or ‘best’, route, but you don’t have to take it; you can go your own way and choose the scenic route, if you like.” Professor Cass Sunstein
  60. 60. Behavioural Design Toolkit To stimulate ideas in the design process
  61. 61. The value in both science and design lies in what they can teach us about people. Wai%ng in an hospital in 2013
  62. 62. Thank You tan.liren@alexandrahealth.com.sg
  63. 63. Program for the Day Nudge Workshop • Introduction to Behaviour Insights concepts & Framework 14:00 15:00 15:30 18:00 INTRODUCTION TEA BREAK APPLICATION NUDGE IN HEALTHCARE APPLICATION 16:30 • Designing Nudge in Healthcare – EAST framework 15:50 • Activity: Redesigning S-Clinic (Develop Interventions-EAST) • Sharing of concepts • Closing • Activity: Redesigning S-Clinic (Understand- MindSpace)
  64. 64. Closing DEFINE THE OUTCOME UNDERSTAND THE CONTEXT BUILD YOUR INTERVENTIONS What you’ve just been through TEST, LEARN, ADAPT h#p://www.clubsnap.com/forums/street-­‐candids/463876-­‐singaporean-­‐uncle.html http://singaporeseen.stomp.com.sg/singaporeseen/sites/default/files/public/article/images/featured/2012/12/1514844.jpg
  65. 65. Nudge in the Design Process Understand! Explore! Prototype! Frame! Problem! Implement! Solution! Observe/ Interview Explain Strategise Select Ideas Randomised Controlled Trials MINDSPACE! EAST!
  66. 66. Further Reading If You are Interested
  67. 67. More Sources of Inspiration A Beginners Guide to IrraConality by Dan Ariely on Coursera Brains, Behaviour and Design Group, InsCtude of Design Behaviour Economics and Neuroscience 101 by Tapestry Works
  68. 68. Thank You.

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