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Design for Behaviour Change

The Design with Intent Toolkit v.0.9

Enabling 

b h i

What sort of behaviour?e different paerns have eabeen given a badge (or two)showing whether they have theeffect of enabling , motivating , orconstraining user behaviour:

Start with the problemYou have a product, service or environment—a system —whereusers’ behaviour is important to it working properly (safely,efficiently), so ideally you’d like people to use it in a certain way.

Or maybe you have a system where it would be desirable to alterthe way that people use it, to improve things for users, the people

d th i t h l

■ How to influence user behaviour 

■ 12 inspirational design patterns

■ Grouped into 6 ‘lenses’ giving different perspectives

■ More patterns and details online

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b h id th i t h l

    A    l   s   o    t   r   y

    A    l   s   o    t   r   y

    A    l   s   o    t   r   y

e most important warning signs should be the most prominent—if a user only has time to take in one message, it should be the one that matters the most 

A Dyson vacuum’s transparent amber makes forgetting to empty it unlikely, thus keeping the effectiveness of the cleaner high and improving user satisfaction

Automatic warning signs can alert drivers to upcoming dangers at the right point for them to respond and slowdown accordingly 

Volvo once offered a gearange suggestion light,helping drivers drive more efficiently and save fuel 

Microwave ovens don’t work until the door is closed (for safety) 

Most cash maines don’t dispense cash until you remove your card (so it’s less likely you  forget it) 

Security

Interlock“That doesn’t work unlessyou do this first”

Defaults“What happens if I leavethe settings how they are?”

■ Design the system so users have toperform actions in a certain order, bypreventing the next operation until thefirst is complete: a  forcing function 

■ Can be irritating or helpful dependingon how mu it interferes with normaluser activity—e.g. seatbelt-ignitioninterlos have historically been veryunpopular with drivers

■ Choose ‘good’ default seings andoptions, since many users will stiwith them, and only ange them if they feel they really need to

■ How easy or hard it is to angeseings, find other options, and undomistakes also contributes to userbehaviour here

Metaphors“This reminds me of one of those, so I expectit works that way too”

Prominence & visibility“You can’t miss it”

■ Use design elements from a context the user understands in anew system, to imply how it should be used; make it easy for usersto understand a new system in terms they already understand

■ ere’s a danger of oversimplification, or misleading users aboutthe consequences of actions, if metaphor use is taken to extremes; itcan also trap users in old behaviour paerns

Framing “Well, if you pu t it that way...”

Social proof“What do other users like medo in this situation?” ■ Present oices to a user in a way that

‘frames’ perceptions and so influences

behaviour, e.g. framing energy saving as‘saving you money’ rather than ‘savingthe environment’; categorising functionsstrategically so that users perceive themas being related

■ An obvious principle to many designers(and politicians, and estate agents); thereare many possible framing tactics, su asuse of language to give positive / negativeassociations to options (e.g. ‘sportssuspension’ sounds beer than ‘hardsuspension’). Oen used to deceivecustomers.

■ Users will oen decide what to do based on

what those around them do (the conformity bias ), or how popular an option is; make useof this strategically to influence behaviours

■ Social proof works especially well whenthere is a peer group or users identify with(or aspire to joining) the group against whosebehaviour theirs is being compared; anelement of competition can be intentionallyintroduced

Atmospherics“I can’t hang around here withthat racket going on”

Surveillance“What do I do when other people might b e watching?”

■ Use (or removal) of ambient sensory effects

(sound, light, smell, taste, etc) to influence userbehaviour

■ Atmospherics can be ‘discriminatory’, i.e.targeted at particular classes of users, based onsome aracteristic enabling them to be singledout, or ‘blanket’, i.e. targeted at all users, e.g.Bitrex, a bier substance, used to discouragedrinking weedkiller or biting your nails. (eyneed not merely constrain users; pleasantsensations su as the fresh bread smell used insupermarkets can motivate too.)

■ If people think others can s ee what they’re

doing, they oen ange their behaviour inresponse, through guilt, fear of censure,embarrassment or another meanism

■ Teniques range from monitoring users’actions with reporting to authorities, tosimpler ‘natural surveillance’, where thelayout of an area allows everyone to see whatea other is doing. Statistics making publicdetails about users’ contributions to a fundmight fit in here too. Su rveillance can benefitthe user where monitoring allows a desiredintervention, e.g. a fall alarm for the elderly

Kairos“What’s the best action for meto take right now?”

Self-monitoring “How is my behaviour affecting the system?”

■ Suggest a behaviour to a user at the‘opportune’ moment, i.e. when it would bemost efficient or the most desirable next stepto take

■ Oen a system can ‘cue’ the suggestedbehaviour by reminding the user;suggestions can also help steer users awayfrom incorrect behaviour next time they usethe system, even if it’s too late this time

■ Give the user feedba on the impact of the way a product is being used, or howwell he or she is doing relative to a targetor goal

■ Self-monitoring can involve real-timefeedba on the consequences of differentbehaviours, so that the ‘correct’ next stepcan immediately be taken, but in othercontexts, ‘summary’ monitoring may alsobe useful, su as giving the user a reportof behaviour and its efficacy over acertain period. Over time, this caneffectively ‘train’ the user into a beerunderstanding of the system

Material properties“It’s much more comfortable if you use it thisway rather than that way”

Positioning & layout“I wonder why they laid it out like that”

■ Use materials individually or in combination, osen for particularproperties whi influence or affect user behaviour—e.g. comfortableairs to encourage visitors to sit down, uncomfortable café seating todiscourage long stays

■ A ange in properties, su as the sudden roughness of rumble stripson the road, can signal to a user that a ange in behaviour is appropriate

■ Arrange elements to affect how people use them—it can involve simplypositioning elements (functions, buons, etc) in sequence, hidingelements so they are only available for interaction in that sequence, ordesigning paths to converge or diverge intentionally

■ e layouts of supermarkets, shopping malls and offices can influencethe paths taken by users, exposing them to the shelves, shops andcolleagues in a strategic order or hierary

Persuasive

Cognitive

Errorproofing 

Architectural

■ Design certain elements so they’re more prominent,obvious, memorable or visible than others, to directusers’ aention towards them, making it easier for usersto pi up the message intended, or pi the ‘best’ optionsfrom a set of oices 

■ Simple prominence is one of the most basic designprinciples for influencing user behaviour, but visibilitycan also include using transparency strategically as part

of a system—drawing users’ aention to elementswhi would otherwise be hidden

With most printer installations, the default  print quality is usually not ‘Dra’, even though this would save users time, ink and money 

In the UK, organ donation is ‘opt-in’: the default is that your organs will not be donated.In some countries, an ‘opt-out’ system is used,whi can lead to higher rates of donation

Energy meters of many kinds allowhouseholders to see whi appliances use the most electricity, and how mu this is costing, whether or not they oose to act 

GreenPrint, a ‘better print preview’, provides users (and bosses!) with a summary of the resources it’s helped save, environmentally and financially 

Visual

Everyday soware interfaces combine hundreds of metaphors, from the ‘desktop’, ‘folders’ and ‘trash/recycle bin’ themselves to the icons used for graphics functions su as zoom (magnifying glass), eyedropper and so on

Ford’s SmartGauge uses ‘leaves’ to represent efficiency of a user’s driving style 

Amazon’s various recommendation features, Facebook’s ‘n of your  friends added x application’, and statistics announcing the popularity of a particular website or product, su as the Feedburner ‘ilet’ here all imply that ‘people like you are doing this, therefore you might want to as well’ 

Starbus’ drink sizes—at least on the menu—start with ‘tall’, framing the implied range of sizes mu further up the scale,to avoid any negative or mediocre implications that ‘small’ or ‘medium’ might have 

e ‘Kno-off Nigel’ anti-DVD-copying campaign frames crimes against another person, su as the of money, in the same braet as downloading a movie, to imply that people who engage in one also engage in the other 

e ubiquitous CCTV—or the threat of it—and security lighting, are both intended to influence user behaviour, in terms of being a deterrent to crime inthe first place 

Two examples of ‘discriminatory’ atmospherics: the Mosquito emits a . kHz tone to drive away young  people from public places; blue lighting is used in some  public toilets to discourage drug injection by making veins difficult to see 

In this service station bathroom, the mirrors have been moved from behind the sinks to an intentionally awkward position near the door, so users don’t spend too long in front of them 

Chicane layouts force drivers to yield priority to oncoming traffic, reducing speeds 

Rough-textured paving can act as a subtle barrier between the cycle and pedestrian tras: stray over the line on a bike and you’ll feel it 

is ben on the Paris Métro is intentionally too uncomfortable to act as anything other than a very temporary per: it prevents sleeping or loitering  Design

withIntent

■ Lock-in & lock-out■ Extra step■ Specialised affordances

■ Partial self-correction■ Portions■ Conditional warnings

■ Reduction■ Tailoring ■ Tunnelling ■ Feedback through fo rm

■ Simulation & feedfor ward■ Operant conditioning ■ Respondent conditioning ■ Computers as social actors

■ Segmentation & spacing ■ Orientation■ Removal■ Movement & o scillation

■ Perceived affordances■ Implied sequences■ Possibility tr ees

■ Watermarking ■ Proximity & similarity■ Colour & constrast

■ Threat of damage■ What you have■ What you know or can do

■ Who you are■ What you’ve done■ Where you are

■ Reciprocation■ Commitment & consistency■ Affective engagement

■ Authority■ Scarcity

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    A    l   s   o    t   r   y

    A    l   s   o    t   r   y

e Errorproofing Lens represents a worldview treating deviations from thetarget behaviour as ‘errors’ whi design can help avoid, either by making iteasier for users to work without making errors, or by making errorsimpossible in the first place.

is view on influencing behaviour is oen found in health & safety-relateddesign, medical device design and manufacturing engineering.

e Persuasive Lens represents the emerging field of  persuasive tenology , where computers, mobile phones and other systems withinterfaces are used to persuade users: anging aitudes and soanging behaviour through contextual information, advice andguidance.

e major applications so far have been in influencing behaviour forsocial benefit, e.g. persuading people to give up bad habits, adopthealthier lifestyles or reducetheir energy use.

e Visual Lens combines ideas from productsemantics, semiotics, ecological psyology andGestalt psyology about how users perceivepaerns and meanings as they interact with thesystems around them. ese teniques are oenapplied without necessarily considering howthey can influence user behaviour.

e Aritectural Lens draws on teniques used to influence user behaviour inaritecture, urban planning and related disciplines su as traffic management andcrime prevention through environmental design (see also the Security lens).

While the teniques have been developed in the built environment, many of the ideascan also be applied in interaction and product design, even in soware or services; theyare effectively about using the structure of systems to influence behaviour.

e Security Lens represents a ‘security’ worldview, i.e. that undesired user behaviouris something to deter and/or prevent though ‘countermeasures’ designed into products,systems and environments, both physically and online, with examples su as digitalrights management.

From a designer’s point o f view, this can be an ‘unfriendly’ and, in some circumstancesunethical view to take, effectively treating users as ‘guilty until proven innocent’.

e Cognitive Lens draws on resear in behavioural economics and cognitive psyologylooking at how people make decisions, and how this is affected by ‘heuristics’ and ‘biases’. If designers understand how users make interaction decisions, that knowledge can be used toinfluence interaction behaviour.

Equally, where users oen make poor decisions, design can help counter this, although this risk sthe accusation of design becoming a too l of the ‘nanny state’ whi ‘knows what’s best’.

Constraining behaviour 

Motivating behaviour 

Enabling behaviour 

Constraining behaviour 

Constraining behaviour  Constraining 

behaviour 

Motivating behaviour Constraining 

behaviour 

Constraining behaviour 

Enabling behaviour 

Motivating behaviour 

Enabling behaviour 

Motivating behaviour 

Enabling behaviour 

Motivating behaviour 

Enabling behaviour 

Motivating behaviour 

Enabling behaviour 

Motivating behaviour 

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c l e a n el e a n e r e l el e c t r o n i c s

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    N   e   v    i    l    l   e    A .

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   ©   D  a  n   L  o      t  o  n     /         .   S  o  m  e  r   i  g   h   t  s  r  e  s  e  r  v  e   d  :  p   l  e  a  s  e  s   h  a  r  e   t   h   i  s   d  o  c  u  m  e  n   t   !      i  s  w  o  r   k   i  s   l   i  c  e  n  s  e   d  u  n   d  e  r   t   h  e   C  r  e  a   t   i  v  e   C  o  m  m  o  n  s

                   .         E  n  g   l  a  n   d   &   W  a   l  e  s   L   i  c  e  n  c  e ,  e  x  c  e  p   t   f  o  r  s  e  p  a  r  a   t  e   l  y   l   i  c  e  n  s  e   d   i  m  a  g  e  s .   S   t  a  r   b  u     s  m  e  n  u   b  y   M   i  s  s   S   h  a  r   i  o  n   F   l   i     r  ;

   D  y  s  o  n   b  y   S   k  y   l  a  r   P  r   i  m  m  o  n

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  s  c  r  e  e  n  s   h  o   t  s   b  y   D  a  n   L  o      t  o  n .   S  e

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   t   h  e  p   i   l  o   t  s   t  u   d   i  e  s  a  n   d   d  e  v  e   l  o  p  m  e  n   t  o   f   t   h  e  m  e   t   h  o   d  s  o   f  a  r .   R  e   f  e  r  e  n  c  e  s ,  u  p   d  a   t  e  s  a  n   d   d  e   t  a   i   l  s  o   f  a   l   l   t   h  e  p  a     e  r  n  s  a  r  e  a  v  a   i   l  a   b   l  e  o  n   l   i  n  e .

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Design for Behaviour ChangeThe Design with Intent Toolkit v.0.9www.designwithintent.co.uk

Dan LocktonDavid HarrisonBrunel University

Neville A. StantonUniversity of Southampton

c l e a n e r e l e c t r o n i c s

    A    l   s   o    t   r   y

Material properties“It’s much more comfort able if you use it thisway rather than that way”

Positioning & layout“I wonder why they laid it out like that”

gg

gg

ggg

kkx

Architectural

In this service station bathroom, the mirrors have been moved from behind the sinks to an intentionally awkward position near the door, so users don’t spend too long in front of them

Chicane layouts force drivers to yield priority t  educing speeds 

Rough-textured paving can act as a subtle barrier between the cycle and pe over the line on a bike andyou’ll feel it 

 b Paris Métro is intentionally too uncomfortable to act as anything other than a very temporary p  events sleeping or loitering 

Segmentation & spacing OrientationRemovalMovement & oscillation

g

structure of systems .

Motivating behaviour

Constraining behaviour Constraining 

behaviour

Enabling behaviour

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    A    l   s   o    t   r   y

Microwave ovens don’twork until the door is closed (for safety) 

  pense cash until you removeyour card (so it’s less likely you forget it) 

Interlock“That doesn’t work unlessyou do this first”

Defaults“What happens if I leavethe settings how they are?”

pp forcing function

pp

‘

k

Errorproofing 

With most printer installations, the default  print quality is usually no even thoughthis would save users time, ink and money 

In the UK, organ donation is ‘opt-in’: the default is thatyour organs will not be donated.In some countries, an ‘opt-out’ system is used,to higher rates of donation

Lock-in & lock-outExtra stepSpecialised affordances

Partial self-correctionPortionsConditional warnings

‘p

Constraining behaviour

Enabling behaviour

Constraining behaviour

Design for Behaviour ChangeThe Design with Intent Toolkit v.0.9www.designwithintent.co.uk

Dan LocktonDavid HarrisonBrunel University

Neville A. StantonUniversity of Southampton

c l e a n e r e l e c t r o n i c s

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Design for Behaviour ChangeThe Design with Intent Toolkit v.0.9www.designwithintent.co.uk

Dan LocktonDavid HarrisonBrunel University

Neville A. StantonUniversity of Southampton

c l e a n e r e l e c t r o n i c s

Automatic warning signs can alert drivers to upcoming dangers at the right point for them to respond and slow down accordingly 

Volvo once o   ered a g ge suggestion light,helping drivers driv  ve fuel 

Kairos“What’s the best action for meto take right now?”

Self-monitoring “How is my behaviouraffecting the system?”

‘oppeeext stepto take

‘eeeext time theevo

 eeoeto

fee‘eext stepke povp Ove eb

Persuasive

Energy meters of many kinds allow householders to see  ectricity, and how whether or no to act 

GreenPrint, a ‘better print preview’, provides users (and bosses!) with a summary of the resources it’s helped save  

ReductionTailoring Tunnelling Feedback through form

Simulation & feedforwardOperant conditioning Respondent conditioning Computers as social actors    A

    l   s   o    t   r   y persuasive te nology 

pbee

ve besoeppee

Motivating behaviour

Enabling behaviour

Motivating behaviour

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Design for Behaviour ChangeThe Design with Intent Toolkit v.0.9www.designwithintent.co.uk

Dan LocktonDavid HarrisonBrunel University

Neville A. StantonUniversity of Southampton

c l e a n e r e l e c t r o n i c s

 p b  k b  

b  k k k v 

Metaphors“This reminds me of one of those, so I expectit works that way too”

Prominence & visibility“You can’t miss it”

k

v

k

w

Visual

Ev  w  v   p 

F  v  

Perceived affordancesImplied sequencesPossibility trees

Watermarking Proximity & similarityColour & constrast    A

    l   s   o    t   r   y

Gestalt w

Enabling behaviour

Motivating behaviour

Enabling behaviour

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Design for Behaviour ChangeThe Design with Intent Toolkit v.0.9www.designwithintent.co.uk

Dan LocktonDavid HarrisonBrunel University

Neville A. StantonUniversity of Southampton

c l e a n e r e l e c t r o n i c s

Framing “Well, if you put it that way...”

Social proof“What do other users like medo in this situation?”

p, g

gp

(pgpgp(.g. ppp

conformity bias pk

(p

Cognitive

Amazon’s various recommendation features, Facebook’s ‘n of your  friends added x application’, and statistics announcing the popularity of a particular website or pro Fee  et’ here all imply that ‘people likeyou are doing this, therefore you might want 

to as well’ 

S  with ‘tall’, framing the implied rang to avoid any negative or mediocre implications that ‘small’ or ‘medium’ might have 

g crimes against another p  y, in the same  et as downloading a movie, to imply that people who engage in one also engage in the other 

ReciprocationCommitment & consistencyAffective engagement

AuthorityScarcity

    A    l   s   o    t   r   y g

k. If kgb.

k.

Motivating behaviour

Enabling behaviour

Motivating behaviour

8/6/2019 DwI Toolkit v09 Linked eBook With Indiv Pages

http://slidepdf.com/reader/full/dwi-toolkit-v09-linked-ebook-with-indiv-pages 8/8

Design for Behaviour ChangeThe Design with Intent Toolkit v.0.9www.designwithintent.co.uk

Dan LocktonDavid HarrisonBrunel University

Neville A. StantonUniversity of Southampton

c l e a n e r e l e c tr o n i c s

    A    l   s   o    t   r   y

Security

Atmospherics“I can’t hang around here withthat racket going on”

Surveillance“What do I do when otherpeople might be watching?”

(or

ry’k’ykoo

Tr’ovroorvcanorv

t  T  o t 

r 

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Tw  t t t t  w  

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Threat of damageWhat you haveWhat you know or can do

Who you areWhat you’ve doneWhere you are

v‘x

kovo’

Motivating behaviourConstraining 

behaviour

Constraining behaviour