HowtoMotivatePeople:EvidenceforMeasurement-basedBehaviorChangeTechniques
Katie Patrick, Hello World Labs @helloworldlabsSille Krukow, Krukow @sillekrukow
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DESIGNING CONSUMER BEHAVIOR
SILLE KRUKOW Visiting Professor, Founder & Behavioral
Design Director
Behavioral Design Experts WHO WE ARE
Consumer insights Behavioral designs / field tests Implementation
Viable and longterm relationships NEW METRICS
Make the right decision easy NEW METRICS
Secondary Slide Title MAIN SLIDE TITLE1.
Treatment DOOR #1
Motivation Knowledge Regulation
Understanding & celebration DOOR #1
Secondary Slide Title MAIN SLIDE TITLE2.
New perspective DOOR #2
Behavior
AmbitionKnowledge
90% of behavior is automatic DOOR #2
Surroundings Instinct Biases
Choice architecture DOOR #2
Our decisions are biased CASE
Sustainable habits CASE
Effect CASE
45%
Give good directions KRUKOW
LEFT
KRUKOWChange best practice
KRUKOWChange best practice
KRUKOWEffect
79%
KRUKOWViable business
-31% -11%
DOOR #2Outside-in-methodologies
DESIGN RESEARCH
BEHAVIO
RAL M
AP
EVALU
ATIONRESU
LTS FOCUS
SITUATION WRAP UP
TES
T P
HA
SE
PROTO
TYPES & PROTOCOLS
DOOR #2 Activate big data and test
We think we know… TEST
TEST We think we know…
Choose intervals that you are 98% sure of!
TESTBut we dont!
25,000
When designing behavior RULE OF THUMBS
RULES OF THUMB
Predict human error DOOR #2
Close to the decision making DOOR #2
Combination treatment DOOR #1 & #2
Motivation, knowledge & regulation
Choice architecture
Make the right decision easy BEHAVIOR
Adding new metrics & tools NEW METRICS
Behavioralassessment & activation tools
HOW TO SAVE THE WORLD IN 10 STEPSBy Katie Patrick, Hello World Labs
EventsProtests
Apps
Books
Documentaries
Conferences
Studies
Art
Media coverage
Blogs
Networks
Are we actually doing anything?
EDUCATION CONCERN ACTION ?
VALUE ACTION GAP
Frustration >> Excitement
+ +
Data
Game design
Behavior change
All problems can be broken down into two halves of measurement and behavior change
Measurement Behavior
The Problem The Solution
+
Are you ready to save the world?
Let’s dive in
#1 DATAIdentify your problem as a
real world metric
“You can achieve amazing progress if you set a
clear goal and find a measure that will drive
progress toward that goal. This may seem pretty
basic, but it is amazing to me how often it is not
done and how hard it is to get right.”
Bill Gates, 2013 Annual Letter
“Merely measuring something has an uncanny
tendency to improve it.”
Paul Graham, Y Combinator
“One accurate measurement is worth a thousand
expert opinions”.
Computer Scientist & Admiral Grace Hopper
Clicks
Customers
Market share
SalesPage
Impressions
Followers
Press coverage
SO WHAT?Likes
Donors
Signatures
Members
Subscribers
Active Users
BUSINESS METRICS
Revenue
Road deaths
Pounds of trash
Nutrition consumed
Trees savedBody fat
percentage
Animals lives saved
Inequality ratio
THE REAL GOAL
Suicide rate
PPM of Dioxin
Kilograms of carbon dioxide
Gender pay gap
Clicks
Market share SalesFollowers
Users
REAL WORLDMETRIC
BUSINESS METRICS
← GOD
WHY
HOW
Business metrics support your real
world metric
Examples of real time data driven change
LEED Dynamic Plaque
Chai Energy
Bidgely
Eon Energy
Wattson Light
Ambient Orb
40%
Bluesky thermal mapping
Watersmart
Air Quality Egg
Atmo Tube
Planet Labs
Vinli car data
MIT trash track
Cyclist Counter
Zerowastify
Trucks
Bins
Truck fitted with RFID reader and scales
reads weight and ID of bin
ResidentsResident puts out a smaller amount of
garbage to improve score
Bin fitted with RFID tags
Residents are motivated to study zero waste actions
Cool! I’m so excited to go zero waste!
Sustainability 1.0
Certifications & eco labels
Data driven change
Sustainability 2.0Sustainability 1.0
Disclosing data, otherwise known as targeted transparency or smart disclosure, can create
dramatic change.
Toxic Release Inventory
45%
Simply requiring businesses to disclose their toxic chemical usage to the EPA
spurred a 45% reduction in toxic releases throughout the United States.
“This unanticipated consequence suggested that all by
themselves, disclosure requirements might be able to
produce significant emissions reductions.”
Annual Review of Economics, University of Chicago
Who needs better measurement?
Startups to make real
impact, not just clicks
Government to make sure
their programs work
Eco certifications to focus on change for
than marketing
Corporations to make real
green progress and not
green-wash
NGOs to make effective
progress and not just get
members and donations.
Community Builders
to make change and not just get
build social networks.
Impact Investors
to ensure their investments are
creating change, not just
an ethical image..
#2 GOALDetermine your goal as the same real
world metric
From here to there
400 kg per year 75 kg per year
#3 VISUALIZATIONVisualize your utopian future world
Social norms
We can’t use images of what we don’t want to move people towards the world (or behavior)
that we do want.
People will unconsciously imitate the undesirable ‘normal’ behavior you present
Your her
itage is
being
vandalis
ed every
day by
thieves
Utopian visualizationNegative norm
Utopian visualizationNegative norm
Utopian visualizationNegative norm
Do the thing This is the prize
“Your imagination is the roadmap to the future”
“If you want to build a ship, do not drum up the men
to gather wood, divide the work and give orders.
Instead, teach them to yearn for the vast and
endless sea.”
— Antoine de Saint-Exupery
French aristocrat, writer, poet, and pioneering aviator
Imagine the news of the future
FUNCTION SENSES EMOTIONS
Illustrate your beautiful world
#4 IDEA STORMBrain storm as many ideas as you can
from your visualization
Is idea bias killing your creativity?
Is this you?
My idea!
Ideas that move your data metric should be plentiful like a oak tree growing acorns.
The tree (the problem) remains consistent, but the ideas are frequently invented, sprouted, iterated, tested, and let die.
When you start measuring your success by real world
data, something incredible happens to the imagination
Ideas are the precipitation from, or the harvesting of,
deep insight into your real-world data
#5 IDEA EVALUATIONRate each idea as to difficulty vs measurable impact
Chart ideas as metric vs difficulty
Low -- Impact on metric --High
Low
--
Cos
t/Diff
icult
y--
High
Idea #6
Idea #1
Idea #2
Idea #3
Idea #4
Idea #5
Idea #7Idea #8
#6 POLICYIdentify the specific laws in the way of your data goal coming true
Legislation(system)
Behavior change
(individual)vs
?
Legislation is one of many tools that create behavior change
Fines
Disclosure
Regulation
Pledges
Rank
Awards
#7 BEHAVIOR CHANGEMap out your specific behaviors required for your idea to succeed
Actor -> Action -> Result
Behavior == change
1 2 3
CREATE action funnel
PledgesMaking a verbal or written commitment to a behavior increases
a person’s propensity to adopt this behavior.
Engine idling pledge
73%
Recycling pledge
23%
Ride the bus pledge
26%
Foot in the door Asking someone to make a small change first, primes
them to accept a larger change at a later time.
Vs
Which works best?
Signs in the front yard
76%
#8 GAME DESIGNMake saving the world fun
Mastery?
Your story
Narrative?
Identity? Experience?
Positive
associations?
You: The mentor
Your audience: The hero
Social comparison Rewards
(badges, points, stars)
Emotive animals
Progress tracking Reminders Leaderboards
Gamification Techniques
Don’t forget low tech!
Stickers Wall charts Door hangersHome alterations
Opower
3%
The company Opower puts a chart on electricity bills that ranks residents against their neighbours. This achieves 3% average reduction in electricity usage. (1)
A purely symbolic award given to Wikipedia editors increased the share of editors being active by 20 percent.
Awards for Wikipedia editors
20%
Oklahoma city goes on a diet
1m lbs
The Mayor of Oklahoma City challenged his city to lose a collective 1 million pounds after being ranked America’s Fattest City by Men’s Health. More than 47,000 citizens tracked their weight. 5 years later, the city reached its goal .(2)
“Making the player the agent of change . . . satisfying power to take meaningful action and see the results of our decisions and choices."
Feedback of data and progress tracking facilitates personal agency by helping people know they are making a difference.
Agency
“Motivation or empowerment”
Tonnes of crude oil?
Pounds of trash?
Number of trees?
Data literacy
22.2 barrels
1800 pounds
6 trees
Per person?
Per city?
Per team?
Energy Consumption
10%
A review of 38 studies involving energy conservation showed that
feedback about energy used reduced energy consumption by 10 %. (1)
Feedback works
At a university, a feedback sign reporting quantities recycled
increased the quantity of paper recycled by 77%. (2)
Paper Recycled
77%
Feedback works
Cans Recycled
65%
Signs above recycle bins providing feedback about the number of cans recycled during the previous week
increased recycling 65%. (3)
Feedback works
Speeding in School Zones
14%
A display showing the driver’s speed while driving through school zones
reduced speeds by 10%, an effect that lasted several miles down the road. (4)
Feedback works
A design agency hooked an iPad to a tap and displayed real-time feedback on water usage to tap users. Behaviors
changed dramatically and water usage dropped by 75%. (5)
Water Usage
75%
Feedback works
When a Fitbit was introduced to a group of women in a study, their exercise
increased by 38 minutes per week and they added an average of 789 steps to
their existing 6,000 steps. (6)
Fitbit
12%
Feedback works
Feedback loop
Reward Change the
data
Action
Data
Try again
FAST
Our agency (motivation) is proportional to
the lag time in data feedback
ActorData
→ Time Lag ←
(small or none)ActorData
←--------- Time Lag -------→
(long)
High
agency
Low
agency
The cybernetic earth
Reward Change the
data
Action
Data
Try again
#9 TRIBESBond with your evangelists
100 Super loyal
devoted fans
Word of mouth
Imitation
Imitation
Humans copy the behaviors of other humans around them through a process called social diffusion.
“Harvard Professor Finds That Innovative Ideas Spread Like The
Flu: Products, sneezes, and behaviors are spread by networked
contagion. Things don't just diffuse in human populations at random.
They actually diffuse through networks, Today our networks are
the web of relations you have between friends, coworkers,
siblings, and relatives.”
Fast Company Magazine, 2013
This chart provides a visual display of social influence by showing how people of specific behaviors cluster together indicated by colors of nodes.
- Nicholas A. Christakis, M.D., Ph.D., M.P.H., and James H. Fowler, Ph.D. “The Spread of Obesity in a Large Social Network over 32 Years.”
Social influence
Soaping Up
67%
Students in a college gym shower were largely unresponsive to a sign encouraging them to turn the water off while soaping up. After positioning an accomplice to model this behavior, the behavior shot up to 49%, and 67% with two accomplices.
Towel reuse
49%
In a study of towel reuse in hotels, the message “75% of guests staying in this room participated in our resource saving program by reusing their towels more than once” caused 49% of towels to be reused.
Tipping point
#10 TECHNOLOGYDetermine what sensors, IoT, databases, APIs, apps &
games you need
Hardware
Data
Apps / APIs / Games
We are only at the beginning . . .
Indexes: New frontiers of data & game design
Ecological Footprint Index
Happy Planet Index
Living Planet Index
Dow Jones Sustainability Index
Gross National Happiness Index
GIni Inequality Index
City to city competition
43%
78%
14%
6%
Green roof score
New York
Sydney
Detroit
Singapore
Urban heat sinks
Commercial building rank
Rank Address Major tenant Data
1st 726 Harrison St Chase Bank 763 lbC02/sqft
2nd 824 Folsom St Real Estate 652 lbC02/sqft
3rd 299 Market St Trulia 633 lbC02/sqft
4th 823 Market St Google 625 lbC02/sqft
5th 89 10th St Dept of Housing 527 lbC02/sqft
6th 500 Market St Westfield Mall 512 lbC02/sqft
7th 567 4th St Target 499 lbC02/sqft
8th 900 5th St Bloomingdales 476 lbC02/sqft
9th 500 Battery St Wells Fargo 321 lbC02/sqft
Commercial building rank
River & lake health
Rivers & Lakes Leaderboard
Rank Water Body Points Data Trophies
1st Chicago River 543 134 ppm
2nd San Francisco Bay 285 192 ppm
3rd Hudson River 936 197 ppm
4th Mississippi River 125 274 ppm
5th Chesapeake Bay 965 298 ppm
Best Rivers Award Worst Rivers Award
River awards
Campus vs campus
Rank University Points Data Trophies
1st Stanford 9748 354 kwH
2nd UC Berkeley 8374 354 kwH
3rd UC Santa Cruz 7632 354 kwH
4th Yale 3405 354 kwH
5th UC Davis 2054 354 kwH
Animal consumption
New York San Luis Portland BoulderDallas Seattle San DiegoPhoenix
234 lbs
217 lbs211 lbs
149 lbs157 lbs
123 lbs
176 lbs
119 lbs
Amazon trees
New data tools
Think like a tree
Clicks
Root - Data
Twig - Tribes
Branch - Behavior
Trunk - Vision
Leaf - Product
Branches - Ideas
Creativity is the only limiting factor in
saving the world
Coming Soon!
We’re Hello World Labs.
We specialize in designing and implementing measurement and behavior change programs that achieve real environmental results.