School of startups: Behavior Design

Juha-Pekka Ahvenainen

I have been participating to school of startups organized by the Shortcut. The Shortcut is a non-profit organisation owned by Startup Foundation, and a sister organisation to Slush and Startup Sauna.  According to their website  Shortcut is a community driven organisation that promotes diversity as an engine for growth. They want to encourage people from diverse backgrounds to consider creating or working for a startup to best utilise their skills and aspirations. They want to inspire and empower our community through gatherings, workshops, trainings and programmes that help them explore ideas, share knowledge and develop skills to enable new talents required in the startup life.

http://theshortcut.org/

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On a first day of school of startups the topic was behavior design introduced by Ashwin Rajan, the founder of the Fabric Consulting. His firm helps companies to focus on behavior change through technology. I wanted to share this topic with you guys because for my opinion this is very interesting topic and it comes somehow very close to service design.

According to Ashwin Rajan behavior design provides tools to extend or change human behavior through technology. The most successful digital products can really transform human behavior. For example there has been a huge change in photography from the age before digital products to age of smart phones. Another good examples are dating and cab haling.

Rajan emphasizes that you should start the designing process from the behavior, not the technology. On the other hand behavior can be seen as actions on digital technology: snapping, swiping, scrolling, pausing, liking, tagging, sharing and buying. Behavior designer´s goal is to create following situations: ” A specific, ´intent rich´ digital action done with enough frequency to create recurring revenue!”. For Rajan´s opinion experience can not be measured but behavior can and target behaviors can be tied to metrics and growth. One of the big things of the lecture was the concept of cognitive dissonance which according to Rajan is the heart of the behavior change.

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There can be found three things which affect on how behavior works. Those are ability, motivation and triggers. Six factors can affect on ability: time, money, physical effort, brain cycles, social deviance and non-routine. Triggers can be internal or external. Rajan told us that the motivation part is the most difficult one to understand and design at his job as a behavior designer.

For example social media notifications are external triggers. At fabric consulting they use specific user archetype canvas to gather all the important information of the archetype at a behavior design project.

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Ashwin Rajan is going to publish a book about this topic. I am looking forward to his new book. He also showed us a glimpse of some other useful canvases to do the challenging art of the behavior design. This blog post was just a scratch of the surface of this important topic of our digital era.

Behavior eats strategy for breakfast.  -Anonymous-

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