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Behavioural Design Digest
October 19th 2018

How to create excitement for a Design Sprint

A Design Sprint is a thrilling experience. You get to collaborate with your clients on trying to crack problems that deeply concerns them. However, a Design Sprint also requires a big leap of faith. What you ask them is to agree on a process, much more than an outcome. That’s not a small thing to ask. You will need to take away a couple of anxieties first. Not only to reassure them, but also to give them the ammunition to persuade their stakeholders. In this new blog on the Behavioural Design Academy website I want to share five insights we’ve learned over the last couple of years.
 
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Brainfart: Re-framing the train


Public transport in general and trains in specific could really benefit from a better understanding of human-decision making and framing. (link naar Kahneman). In Rory Sutherland's famous Ted-talk, he wonders if it wouldn't have been a better idea to use just a tiny fraction of the 1,8 billion pounds to make the journey faster and use that money to have supermodels serve Chateau Petrus during the whole journey. He bets people would want the journey to last even longer. He made this point to illustrate the difference between economic value and psychological value. What humans find valuable has absolutely nothing in common with what policy makers think is valuable. In the same sense you could think about why they still use the terms "first class and second class" couches in the train. In this frame you signal that the first class is for rich people. But what if we re-frame it into "commuter couches" and "working couches"? Wouldn't that reflect reality better? I am very happy to pay more for myself and my staff if we could make use of the travel couches with a guaranteed seed, power sockets and a comfortable table for our laptops. Travel time would transform from a time waste into a pleasurable working or study time. </end of brainfart>

Behavioural Design in Public Spaces
Squat 30 times to get a free metro ticket


When governments design programs to get people to exercise more, they always have the tendency to come up with campaigns that aim at boosting motivation. But the thing is: there's usually nothing wrong with motivation. Most people agree that they need to exercise more. When thinking about solving these design challenges, BJ Fogg always suggests to look at the other two factors to work with when designing for Behavioural Change: Ability and Triggers: Make the desired behaviour easy and automatic AND look for hot trigger moments. Persuasion is putting a hot trigger on the path of highly motivated people. This installation in a subway in Moscow did exactly that. Do 30 squats and get a free ticket for the subway. The beauty of this installation is that there's an immediate reward for performing the desired behaviour. I think this is one of the main challenges for gyms: get people to experience succes and rewards for accomplishments faster and more often. 

Link: BJ Fogg Model explained
Link: Video of the installation

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That's all for this week, we hope to catch you next week!


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