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Using the Persuasive by Design–Model to inform the design of complex behaviour change interventions: two case studies
!Sander Hermsen Sander Mulder Reint Jan Renes Remko van der Lugt
#EAD11 !
Université Paris René Decartes April 2015
TouchpointsTwo year project Academia and practice !Aim: making recent insights from the behavioural sciences accessible and usable for the creative industries !in sync with designerly methods / without enforcing an overly descriptive design method !
This talkPersuasive by Design – model: why? Persuasive by Design – model: what? !Case I: Safety motivation - brief and designs - use of the model in design process Case II: Permit application - brief and designs - use of the model in design process !Lessons learned Implications for further work
New
Behaviour
Goal achieved:
Comparing
goal with
behaviour
fitting ability,
motivation,
opportunity?
rying out
new behaviour
Goal abandoned:
no
no
discrepancy
perceived
discrepancy
yes
No
behaviour
change
wanting and being able to
seeing and realising
habits and impulses
Habitual or
impulsive
behaviour
repeat
until h
abit
internal and external influenceson self-regulatory cycle social influences, social support, commitment, peer pressure, cooperation, social comparison, filters and biases, lack of relevant information, conflicting behaviour, conflicting norms, excuses and white lies, frustration
Hermsen, S., Renes, R. J., & Frost, J. (2014). Persuasive by Design: a model and toolkit for designing evidence-based interventions.
p. 74-77. The Hague, NL: The Hague University of Applied Sciences
Hermsen, S., Mulder, S., Renes, R.J., & Van der Lugt, R. (2015). Using the Persuasive by Design-Model to inform the design of complex
Paris 2015.
Why a model?Avoid cherry picking and misappropriation of theories !Offer a structured approach to inform designs with theory !Open up closed siloes
Attitude
SubjectiveNorm
PerceivedControl
Intention Behavior
PbD-modelSynthesis of meta-analyses of succesful behaviour change interventions !Four basic principles: 1. Automatic vs Reflective 2. Self-regulatory cycle
CUE
ChangedBehavior
Original
Behavior
No change in
Behavior
Goal achieved:
Self-Monitoring
Perception of own
behaviour
Comparison
of goal and
behaviour
Discrepancy?
fitting capability,
motivation
opportunity
Attempting
new behaviour
Disengagement
from goal
Goal
(want to / ought to)
no
no
yes
yes
PbD-modelFour basic principles: 1. Automatic vs Reflective 2. Self-regulatory cycle !3. Many influences, e.g.
■ Resistance ■ Biases, white lies ■ Frustration ■ Cognitive dissonance reduction
Competing /Conflicting Goals
ResistanceReactance and scepsis
Cognitive dissonancereduction,
competing norms
Frustration, motivation declineCompeting /
conflictingbehaviours, habits
Biases,White lies
Lack of relevant
information
ChangedBehavior
Goal achieved:
Self-MonitoringPerception of own
behaviour
Comparison of goal and behaviour
Discrepancy?
fitting capability, motivationopportunity
Attempting new behaviour
Disengagement from goal
Goal(want to / ought to)
no
no
yes
yes
PbD-modelFour basic principles: 1. Automatic vs Reflective 2. Self-regulatory cycle 3. Many influences 4. Inherently social
■ Social comparison ■ Social norms ■ Peer pressure ■ Social commitment ■ Cooperation and shared goals ■ Social inhibition, social validation
Social
Norms
Peer Pressure,
Social Validation
Social
Commitment
Cooperation,
shared goals
Social
Comparison
Social
Inhibition
CUE
ChangedBehavior
Original
Behavior
No change in
Behavior
Goal achieved:
Self-Monitoring
Perception of own
behaviour
Comparison
of goal and
behaviour
Discrepancy?
fitting capability,
motivation
opportunity
Attempting
new behaviour
Disengagement
from goal
Goal
(want to / ought to)
no
no
yes
yes
8
REFLECTIVE BEHAVIOR
REFLEXIVE BEHAVIOR
boundary conditions
iCommunicator interventions aimed at
explicit, controlled behaviour
threats to self regulatory cycle
social influences on self regulatory cycle
steps in the self regulatory cycle
(model based, reflective behaviour)
iCommunicator interventions aimed at
implicit, automatic behaviour
i
Intervening in
automatic
behavior
placing
alternative
cue
attractiveness
and availability
of goal
Reporting
Performance
Feedback
i
disrupting
cue –
behavior link
iremoving
cue
+i
feasible steps
Action planning
i
i
i
Reporting
Performance
Feedback
Norm / Goal
Setting Targets by
communicating
norms and goals
Involving
Social Factors
Intervening in
reflective/controlled
behavior
Social
Norms
Peer Pressure,
Social Validation
Social
Commitment
Cooperation,
shared goals
Social
Comparison
Social
Inhibition
Competing /
Conflicting Goals
Resistance
Reactance and scepsis
Cognitive dissonance
reduction,
competing norms
Frustration,
motivation declineCompeting /
conflicting
behaviours, habits
Biases,
White lies
Lack of
relevant
information
CUE
ChangedBehavior
Original
Behavior
No change in
Behavior
Goal achieved:
Self-Monitoring
Perception of own
behaviour
Comparison
of goal and
behaviour
Discrepancy?
fitting capability,
motivation
opportunity
Attempting
new behaviour
Disengagement
from goal
Goal
(want to / ought to)
no
no
yes
yes
Persuasive by Design
Behaviour Change Model
PbD-modelFull model: black and purple layers display different intervention possibilities !Very complex Training Question sets !Does using this model aid!designers in theory-driven design?
Case 1 Interventions to increase Safety Motivation in gas plant maintenance workers
Designer!Mindmeeting, Publab, three Service Design Bureaus !Commissioner!NAM – Nederlandse Aardolie Maatschappij !Brief!Current safety policies at natural gas drilling facilities result in a clutter of safety- related interventions. Design a tool or service that enables plant managers to select those interventions (posters, trainings, etcetera) that ensure the safest possible working environment
MethodLiterature study Analysis of current interventions Design pressure cooker Building prototypes Piloting and evaluation
DesignsAttention: Gate !Whistleblowing behaviour: plant walks !Ownership: Safety cards !Reduce clutter: no other interventions, posters, etc. One illuminated signpost for exceptions
Model useIn every phase. !Information: structuring interviews, analysis of current interventions Ideation: defining target behaviours, structuring ‘drifting’ Build: guarding operationalization Evaluation: devising viable measurement instruments
Model useBUT: Behaviour frame had shortcomings: draws attention away from systemic factors !Most use in information, ideation !More expertise in design team than usually the case
Case 2 Fast, simple and consistent procedures for permit applications
Designer!Design Innovation Group !Commissioner!Ministry of Infrastructure and the Environment !Brief!In 2018, a new environment and planning act will be implemented, entailing a decentralisation of responsibilities, and faster, shorter, and more transparent procedures. Redesign the permit application service, so that it reflects the spirit of the new act, and makes it possible for civil servants to behave accordingly.
MethodInterviews with civil servants Analysis of new act Co-design workshops Building and testing prototypes Implementation and evaluation
DesignsStandardized agenda & procedure Rolemap – who can do what, when? Optimized environment – standing only, no coffee Standardized overview of costs Smart starter application Standardized to do lists Online Track and Trace-module
Model useFly on the wall Conscience Problem-definition tool Inspiration tool
Model useBUT: Hard to use, especially further on in design process !Behaviour frame had shortcomings: draws attention away from systemic factors
19
REFLECTIVE BEHAVIOR
REFLEXIVE BEHAVIOR
boundary conditions
iCommunicator interventions aimed at
explicit, controlled behaviour
threats to self regulatory cycle
social influences on self regulatory cycle
steps in the self regulatory cycle
(model based, reflective behaviour)
iCommunicator interventions aimed at
implicit, automatic behaviour
i
Intervening in
automatic
behavior
placing
alternative
cue
attractiveness
and availability
of goal
Reporting
Performance
Feedback
i
disrupting
cue –
behavior link
iremoving
cue
+i
feasible steps
Action planning
i
i
i
Reporting
Performance
Feedback
Norm / Goal
Setting Targets by
communicating
norms and goals
Involving
Social Factors
Intervening in
reflective/controlled
behavior
Social
Norms
Peer Pressure,
Social Validation
Social
Commitment
Cooperation,
shared goals
Social
Comparison
Social
Inhibition
Competing /
Conflicting Goals
Resistance
Reactance and scepsis
Cognitive dissonance
reduction,
competing norms
Frustration,
motivation declineCompeting /
conflicting
behaviours, habits
Biases,
White lies
Lack of
relevant
information
CUE
ChangedBehavior
Original
Behavior
No change in
Behavior
Goal achieved:
Self-Monitoring
Perception of own
behaviour
Comparison
of goal and
behaviour
Discrepancy?
fitting capability,
motivation
opportunity
Attempting
new behaviour
Disengagement
from goal
Goal
(want to / ought to)
no
no
yes
yes
Persuasive by Design
Behaviour Change Model
Lessons learnedModel use offers potential for evidence-based / theory-driven design !Disctinction between automatic, reflective !Structured way of dealing with known moderators of behaviour !Also in evaluation stage
20
REFLECTIVE BEHAVIOR
REFLEXIVE BEHAVIOR
boundary conditions
iCommunicator interventions aimed at
explicit, controlled behaviour
threats to self regulatory cycle
social influences on self regulatory cycle
steps in the self regulatory cycle
(model based, reflective behaviour)
iCommunicator interventions aimed at
implicit, automatic behaviour
i
Intervening in
automatic
behavior
placing
alternative
cue
attractiveness
and availability
of goal
Reporting
Performance
Feedback
i
disrupting
cue –
behavior link
iremoving
cue
+i
feasible steps
Action planning
i
i
i
Reporting
Performance
Feedback
Norm / Goal
Setting Targets by
communicating
norms and goals
Involving
Social Factors
Intervening in
reflective/controlled
behavior
Social
Norms
Peer Pressure,
Social Validation
Social
Commitment
Cooperation,
shared goals
Social
Comparison
Social
Inhibition
Competing /
Conflicting Goals
Resistance
Reactance and scepsis
Cognitive dissonance
reduction,
competing norms
Frustration,
motivation declineCompeting /
conflicting
behaviours, habits
Biases,
White lies
Lack of
relevant
information
CUE
ChangedBehavior
Original
Behavior
No change in
Behavior
Goal achieved:
Self-Monitoring
Perception of own
behaviour
Comparison
of goal and
behaviour
Discrepancy?
fitting capability,
motivation
opportunity
Attempting
new behaviour
Disengagement
from goal
Goal
(want to / ought to)
no
no
yes
yes
Persuasive by Design
Behaviour Change Model
Lessons learnedBUT !The value of impact depends on expertise !Value is greater at the start of the design process !The model is too complex to use by itself !Behavioural science ‘lens’ has its limits
21
REFLECTIVE BEHAVIOR
REFLEXIVE BEHAVIOR
boundary conditions
iCommunicator interventions aimed at
explicit, controlled behaviour
threats to self regulatory cycle
social influences on self regulatory cycle
steps in the self regulatory cycle
(model based, reflective behaviour)
iCommunicator interventions aimed at
implicit, automatic behaviour
i
Intervening in
automatic
behavior
placing
alternative
cue
attractiveness
and availability
of goal
Reporting
Performance
Feedback
i
disrupting
cue –
behavior link
iremoving
cue
+i
feasible steps
Action planning
i
i
i
Reporting
Performance
Feedback
Norm / Goal
Setting Targets by
communicating
norms and goals
Involving
Social Factors
Intervening in
reflective/controlled
behavior
Social
Norms
Peer Pressure,
Social Validation
Social
Commitment
Cooperation,
shared goals
Social
Comparison
Social
Inhibition
Competing /
Conflicting Goals
Resistance
Reactance and scepsis
Cognitive dissonance
reduction,
competing norms
Frustration,
motivation declineCompeting /
conflicting
behaviours, habits
Biases,
White lies
Lack of
relevant
information
CUE
ChangedBehavior
Original
Behavior
No change in
Behavior
Goal achieved:
Self-Monitoring
Perception of own
behaviour
Comparison
of goal and
behaviour
Discrepancy?
fitting capability,
motivation
opportunity
Attempting
new behaviour
Disengagement
from goal
Goal
(want to / ought to)
no
no
yes
yes
Persuasive by Design
Behaviour Change Model
Further workA simpler model !Design tools based on the model, - taking systemic moderators into account - for use in each phase of the design process
New
Behaviour
Goal achieved:
Comparing
goal with
behaviour
fitting ability,
motivation,
opportunity?
Trying out
new behaviour
Goal abandoned:
Target
Behaviour
no
no
discrepancy
perceived
discrepancy
yes
No
behaviour
change
wanting and being able to
doing and repeating
seeing and realising
knowing and feeling
habits and impulses
Cue
Habitual or
impulsive
behaviour
autom
atic beh
aviour
contr
olled b
ehavio
ur
repeat
until h
abit
Knowledge, norms,
attitudes, resistance
perceived control
Persuasive by Design
Behaviour Change Model
internal and external influenceson self-regulatory cycle social influences, social support, commitment, peer pressure, cooperation, social comparison, filters and biases, lack of relevant information, conflicting behaviour, conflicting norms, excuses and white lies, frustration
References:
Hermsen, S., & Renes, R.J. (2014). Ontwerpen voor Gedragsverandering. Utrecht, NL: Ucreate.
Hermsen, S., Renes, R. J., & Frost, J. (2014). Persuasive by Design: a model and toolkit for designing evidence-based interventions.
In: Creating the Difference. Proceedings of CHI Sparks 2014, p. 74-77. The Hague, NL: The Hague University of Applied Sciences
Hermsen, S., Mulder, S., Renes, R.J., & Van der Lugt, R. (2015). Using the Persuasive by Design-Model to inform the design of complex
behaviour change concepts: two case studies. Proceedings, European Academy of Design, 11th Conference, Paris 2015.
New
Behaviour
Goal achieved:
Comparing
goal with
behaviour
fitting ability,
motivation,
opportunity?
Trying out
new behaviour
Goal abandoned:
Target
Behaviour
no
no
discrepancy
perceived
discrepancy
yes
No
behaviour
change
wanting and being able to
doing and repeating
seeing and realising
knowing and feeling
habits and impulses
Cue
Habitual or
impulsive
behaviour
autom
atic beh
aviour
contr
olled b
ehavio
ur
repeat
until h
abit
Knowledge, norms,
attitudes, resistance
perceived control
Persuasive by Design
Behaviour Change Model
internal and external influenceson self-regulatory cycle social influences, social support, commitment, peer pressure, cooperation, social comparison, filters and biases, lack of relevant information, conflicting behaviour, conflicting norms, excuses and white lies, frustration
References:
Hermsen, S., & Renes, R.J. (2014). Ontwerpen voor Gedragsverandering. Utrecht, NL: Ucreate.
Hermsen, S., Renes, R. J., & Frost, J. (2014). Persuasive by Design: a model and toolkit for designing evidence-based interventions.
In: Creating the Difference. Proceedings of CHI Sparks 2014, p. 74-77. The Hague, NL: The Hague University of Applied Sciences
Hermsen, S., Mulder, S., Renes, R.J., & Van der Lugt, R. (2015). Using the Persuasive by Design-Model to inform the design of complex
behaviour change concepts: two case studies. Proceedings, European Academy of Design, 11th Conference, Paris 2015.
More infohttp://www.sander-hermsen.nl/?p=1820 !@sanderhermsen @TouchpointsHU !www.ucreate.nl
New
Behaviour
Goal achieved:
Comparing
goal with
behaviour
fitting ability,
motivation,
opportunity?
Trying out
new behaviour
Goal abandoned:
Target
Behaviour
no
no
discrepancy
perceived
discrepancy
yes
No
behaviour
change
wanting and being able to
doing and repeating
seeing and realising
knowing and feeling
habits and impulses
Cue
Habitual or
impulsive
behaviour
autom
atic beh
aviour
contr
olled b
ehavio
ur
repeat
until h
abit
Knowledge, norms,
attitudes, resistance
perceived control
Persuasive by Design
Behaviour Change Model
internal and external influenceson self-regulatory cycle social influences, social support, commitment, peer pressure, cooperation, social comparison, filters and biases, lack of relevant information, conflicting behaviour, conflicting norms, excuses and white lies, frustration
References:
Hermsen, S., & Renes, R.J. (2014). Ontwerpen voor Gedragsverandering. Utrecht, NL: Ucreate.
Hermsen, S., Renes, R. J., & Frost, J. (2014). Persuasive by Design: a model and toolkit for designing evidence-based interventions.
In: Creating the Difference. Proceedings of CHI Sparks 2014, p. 74-77. The Hague, NL: The Hague University of Applied Sciences
Hermsen, S., Mulder, S., Renes, R.J., & Van der Lugt, R. (2015). Using the Persuasive by Design-Model to inform the design of complex
behaviour change concepts: two case studies. Proceedings, European Academy of Design, 11th Conference, Paris 2015.
More infohttp://www.sander-hermsen.nl/?p=1820 !@sanderhermsen @TouchpointsHU !www.ucreate.nl
Thank you.