Tag Archive | user behavior change

(Lights, camera,) ACTION!

 

On a rainy Tuesday I attended School of Startup hosted by The Shortcut. This weeks theme was Design and there was a lot of workhops related. Idea of the track is to wake up design mind and skills through design methods. There will be other post(s) coming about the design week. This workshops topic was Behaviour Design by Ashwin Rajan. In the beginning Rajan started with reminding us that design thinking process isn’t linear.

 

The spirit of design thinking consist of many things.

design process

Design process

 

Curiosity is one of the key factors. You need to want to learn and create new things and understand the underlining things in designing process. You also need to endure discomfort because moving in new territory means that there is not much to rely on. Some times your ideas are not welcomed so you need to accept rejection. That is also why you need to fail-forward.

When synthesising I believe you get better results because the issue/task is reviewed from many points of viewes. Finding answers while being inclusive gives better knowledge. Continuing topics ”Yes, and..” gives you more information. Learning with your hands is essential, thats why many of the design prosesses include sketching and prototyping as tools. You need to be action-driven and do things to go forward.

”Experience cannot be measured. Behaviour can.”

– Ashwin Rajan

Ashwin Rajan

Ashwin Rajan (photo from LinkedIn profile).

 

According to Rajan, “behaviour is action on digital technology”. There are different types of action, some are seeking information (serve information) and other actions are doing tasks (give tools). When you are hungry, you search for food. If for example Wolt advertises ”Hungry? Wolt” it straightforwadly implifies you that in order to satisfy you need you need to take action. An action towards them. In the future it will be easier to do the same thing because it is already familiar to you. That makes sense when you think of learning by doing and how doing things changes the way you think.

The core consepts of behaviour design are important to understand because those factors determine how well you can design a product or service. Behaviour design explains customers and users as psychologal and social beings. It is interesting how everything is sort of linked together as long as it is humans that are using the service. Even though behavioral design consists more than three core consept, Rajan decided to introduce us to the following ones:

Positive Self-Concept helps us to build identity and contuinity in our lives. We want to feel good so we seek for experiences that gives us that feeling. And also we avoid decicions that make us feel bad. Bounded rationality in decicion making process creates many suboptimal desicions simply because we use shortcuts and are biased when it comes to what we want.

Cognitive dissonance happens when situation conflicts with our attitude, perception or belief. I wonder, if information bubble is partially about cognitive dissonance? We generelly don’t accept information that is in conflict with your worldview. Or is it more about keeping positive self-concepts in order not to challenge our identity? Creating action is a way of solving cognitive dissonance. Either you change the way you think or believe or you change your behavior.

Motivation always has a direction. You go towards something or seek for avoidance. The source for motivation can be intrinsic or extrinsic. This reminded me of my other course in which I’m studying about inner motivation. Same principles work in different contexts. Understanding motivation truly helps you affect things. Either way, there is two ways to change behavior when motivating people. You align action with existing motivation or you carefully create dissonance while restoring positive self-consept.

 

Näyttökuva 2018-10-6 kello 13.29.46.png

 

Ashwin Rajan has a great way of explaining things and concepts. I truly enjoyed while he was explaining how people react to different types of actions and how behavioral design provides tools to extend or change human behaviour. In a way, it seems relatable to psychoterapy prosess. You understand and create a behavioral intervention. After the workshop I felt inspired, motivated and hungry for more information. The key learning for me was how important is to understand the psychology of users or customers in order to learn and make better processes.

 

The author Siru Sirén is MBA student in Futures Studies and Customer-Oriented Services in Laurea UAS// Licenced social service professional

 

More info and ideas:

https://theshortcut.org/school-of-startups/

https://www.fabricbd.com

Power to Change User Behavior

In yesterday’s Service Design Breakfast event at Startup Sauna, Janne Lohvansuu from User Intelligence has presented the case of live UX design in YLE’s Eurovision ambiance. User Intelligence have prototyped and tested new event page for YLE during the Eurovision 2013. Prototype was interactive, connected to live content during the events and tested by Eurovision enthusiasts. That way they have obtained crucial insights for the new service concept that intend to change the way we are watching TV.

“We, user experience professionals have an awesome power to change user’s behavior with the help of technology” Janne said. Research shows that 86% of mobile internet users are using their devices while watching TV. This brings an opportunity to introduce second screen on mobile devices and engage users with the content related to TV program. YLE and User Intelligence got engaged to explore that opportunity. That’s how it all began.

UserIntelligence - Ding dong! - Live UX design in YLE Eurovision ambiance

User Intelligence – Ding dong! – Live UX design in YLE Eurovision ambiance

Applying service design, User Intelligence started from understanding the big picture – customer journey. It was about creating event hype stamina, from initial competitions through different events, culminating in Eurovision finals. After the big picture, they moved to details of the customer journey – what happens before, during and after each event.

Having in mind different screen sizes of mobile devices, User Intelligence came up with event page concept. That was based on mapping of event’s time dimension (before, during, after) on different type of devices. Event page concept helped them to understand the change and to enter the cycle of rapid prototyping. For example, “before” page contained down counting ticking clock. “During” page had 2 tabs – one to watch TV show and another to watch next to TV content, like current ranking of songs. Depending on device, one or both tabs were present.

In-event testing was not done with ordinary, but extreme users – Eurovision fans. Their needs are quite the same as ordinary people have, just amplified and therefore easier to identify. Separate room was decorated to resemble home atmosphere, with sofa and multiple mobile devices scattered around – phones, tablets, and laptops. Users were freely using and changing device. For example, when following live content if they noticed their favorite is moving up, that produced more interest and made them change device looking for video content. Most useful were video clips. If they missed something they were able to find it.

Design process – the wheel of UX with key additions.

Design process – the wheel of UX with key additions.

Interactive co-creation went on through multiple iterations, finally producing pages that scale both time vise and device vise. The result has met YLE’s expectation – meaningful concept of second screen and user engagement. As such, the outcome is seen as a significant step towards changing a paradigm how people are watching a TV.

How to change paradigms, or key learning from live UX design in YLE’s Eurovision ambiance case:

  • Have enthusiasm and energy – go out and interact with users
  • Engage extreme users – get into their mind set
  • Make the process lively – engage users with fun and excitement

Written by Predrag Miskeljin.