Designing interventions to improve product outcomes.
Design has an impact. It can not only influence how you feel but it can also shape the decisions you make.
For example, in a coffee shop we’re all more likely to select the middle option when it comes to the size of our coffee. It’s called the compromise effect. We prefer the middle option, avoiding extremes and risk, and this experience has been designed with this in mind.
For example, in a coffee shop we’re all more likely to select the middle option when it comes to the size of our coffee. It’s called the compromise effect. We prefer the middle option, avoiding extremes and risk, and this experience has been designed with this in mind.
Behavioural design
Changing behaviour can be hard as habits are ingrained. But behavioural design can support this change. It’s all about how we present choices within a design.
— Daniel Kahneman
Why it's good
Behavioural design is a great approach for new product development, new features, discovering a proposition or a first release. If something doesn’t exist yet, the user doesn’t know the behaviour yet. Designing with this in mind is important so that the desired outcome is achieved.
A common challenge in product development is forgetting where we start from and where we want to go. Behavioural design places the emphasis on this outcome.
_ How does it work?
01
Start at the end.
What is the ideal outcome? It should unify a user goal and a business objective.
02
What’s the current user behaviour?
Look at existing experiences. Examine the data.
03
Understand this behaviour.
Why do users have it? What external and internal forces are driving it?
04
Ideate the ideal future behaviours.
What behaviour can produce the desired outcome?
05
Identify frictions and opportunities.
What’s preventing the user and what’s enabling them?
06
Create a hypothesis.
What assumptions are being made? How can we test this? What does a successful criteria look like?