Pro

ject

C

ase

Ana

lyse

Idea

teEx

plor

e

Ste

p 1

Ste

p 2

Ste

p 3

Feas

ible

In

terv

entio

n id

eas

CU

RR

ENT

BEH

AVIO

UR

CH

AIN

TAR

GET

AU

DIE

NC

E &

PH

YS

ICA

L C

ON

TEX

T O

F B

EHAV

IOU

R

Indi

vidu

al F

acto

rsS

ocia

l Fac

tors

Phy

sica

l Con

text

Pro

ject

Titl

eO

vera

ll W

ante

d B

ehav

iour

Leav

e bl

ank

in s

tep

1.In

ste

p 3:

cre

ate

the

new

beh

avio

ur c

hain

- in

clud

e in

terv

entio

n.

Wri

te d

own

fact

ors

that

are

rel

evan

t to

the

case

. Opt

iona

l: us

e th

e D

raft

shee

t - th

en tr

ansf

er th

e fin

al fa

ctor

s to

this

she

et

NEW

BEH

AVIO

UR

CH

AIN

Bre

ak d

own

the

unw

ante

d be

havi

our

into

sep

erat

e st

eps

of a

ctio

n.

Opt

iona

l: Li

nk a

ctio

ns to

rat

iona

lizat

ion

Use

the

Dra

ft sh

eet -

then

cop

y th

e fin

al v

ersi

on to

this

she

et.

Chain of Actions

Firs

t Act

ion

Firs

t Act

ion

Chain of Actions

1P

roje

ct R

espo

nsib

le

Cur

rent

, Unw

ante

d B

ehav

iour

Thoughts and Self-Argumentation

Thoughts and Self-Argumentation

BEH

AVIO

UR

MEA

NS

WAYS TO TRIGGER

TRIG

GER CHANNELS

Beha

viou

r D

rive

rs

Sight Hearing Touch Smell

Tast

e

oth

ers

Phy

sica

l

Digital

Social

Inte

rven

tion

Sig

n

Labe

l

Rad

io

Soc

ial M

edia

R

eque

st

Con

vers

atio

n

Em

ail

Web

page

N

orm

s

TV C

omm

erci

al

Let

ter

Onl

ine

vide

o

Rul

e se

t

Cam

paig

n

S

oftw

are

Inte

ract

ive

Scr

een

Spe

aker

Text

Mes

sage

Mob

ile A

pp

Vid

eo G

ame

Man

ual/

Gui

de

Pos

ter

B

roch

ure

Art

ifact

Fea

ture

Arc

hite

ctur

e

Col

or

Text

L

ight

Imag

es

S

hape

s

Sym

bols

M

ovem

ent

Voic

e

Mus

ic

Sou

nd

Ryt

hm

P

itch

V

olum

e

Pre

ssur

e T

extu

re

Vib

ratio

n

Tem

pera

ture

Itc

h

tic

kle

Ste

nch

Sce

nt

A

rom

a

Ple

asan

t & U

nple

asan

t flav

or

Inte

rnal

Sen

ses

Bal

ance

Con

scie

nce

Str

essl

ess

Empa

thy

Sym

path

y

C

ompe

titio

n

Cha

lleng

e

C

ompl

etio

n

O

wne

rshi

p

Bei

ng in

con

trol

Fitti

ng in

C

urio

sity

Con

trib

ute

to a

fello

wsh

ip

Ent

erta

inm

ent

Pop

ular

ity

Sta

ndin

g ou

t

Ant

icip

atio

n

Int

uitio

n

Ple

asur

e/pa

in

Effo

rtle

ss

Awar

enes

s

Inte

rven

tion

Des

ign

Pic

k an

Inte

rven

tion

Des

ign

Car

d of

eac

h co

lour

, and

gen

erat

e an

inte

rven

tion

idea

usi

ng th

e ke

ywor

ds.

OR

Use

the

keyw

ords

in th

e w

heel

bel

ow a

s cu

es to

free

ly g

ener

ate

inte

rven

tion

idea

s, e

ither

indi

vidu

ally

or

plen

ary.

An

inte

rven

tion

can

cons

ist o

f one

or

mor

e w

ords

from

eac

h se

ctio

n.

Rem

embe

r to

do

cum

ent a

ll yo

ur

idea

s!

The

keyw

ords

are

onl

y m

eant

to

spar

k th

e ge

nera

tion

of id

eas.

D

on’t

spen

d tim

e fin

ding

the

wor

ds th

at fi

t an

alre

ady

gene

rate

d id

ea

You

can

use

none

, one

, or

mor

e w

ords

from

eac

h se

ctio

n to

de

sign

an

inte

rven

tion.

The

lists

are

not

exh

aust

ive

- fe

el fr

ee to

thin

k of

mor

e w

ords

.

Odd

car

d co

mbi

natio

ns w

ill

occu

r -

try

to g

ener

ate

idea

s an

yway

. Pic

k on

e or

mor

e ne

w

card

s if

this

is im

poss

ible

.

2

If N

oIs

it le

gal?

Can

you

mak

e it

lega

l / c

hang

e la

w?

If N

o

If N

oIs

it e

thic

ally

acc

epta

ble?

Can

you

adj

ust p

arts

of t

he

inte

rven

tion

to m

ake

it m

ore

ethi

cal

acce

ptab

le?

If N

o

If N

oA

re th

ere

enou

gh r

esou

rces

for

this

sol

utio

n?

Can

you

sim

plify

or

adju

st th

is

inte

rven

tion

to a

lign

it w

ith a

vaila

ble

reso

urce

s /

get m

ore

reso

urce

s?If

No

If N

o

Doe

s th

e ta

rget

aud

ienc

e ha

ve

adeq

uate

leve

l of a

bilit

y fo

r th

e w

ante

d be

havi

our?

Can

you

impr

ove

the

targ

et

audi

ence

's a

bilit

y? C

an y

ou m

odify

th

e in

terv

entio

n to

sui

t the

targ

et

audi

ence

’s le

vel o

f abi

lity?

If N

o

If N

o

Is th

ere

a ac

cept

able

low

ris

k of

ta

rget

aud

ienc

e be

ing

dist

ract

ed

befo

re, d

urin

g or

afte

r in

terv

entio

n, th

at c

an r

esul

t in

unw

ante

d be

havi

our?

If N

o

If N

o

Doe

s th

is s

olut

ion

take

ad

vant

age

of u

ncon

scio

us /

au

tom

atic

beh

avio

ur?

Can

you

use

the

prin

cipl

es /

par

ts o

f th

is in

terv

entio

n an

d co

nver

t it t

o an

in

terv

entio

n th

at e

xplo

its

unco

nsci

ous

beha

viou

r?

Feas

ible

Idea

How

wou

ld y

ou r

eact

to th

is s

olut

ion

your

self

if yo

u w

ere

expo

sed

to it

?

Can

you

adj

ust o

r ad

d so

met

hing

to

this

inte

rven

tion

to e

nhan

ce th

e ta

rget

aud

ienc

e’s

atte

ntio

n?C

an y

ou a

djus

t par

ts o

f thi

s in

terv

entio

n to

alig

n it

with

the

curr

ent l

evel

of t

arge

t aud

ienc

e’s

atte

ntio

n?

BU

ILD

ON

, EVA

LUAT

E, A

ND

FIL

TER

IDEA

SG

o th

roug

h th

e fo

llow

ing

ques

tions

for

each

of y

our

inte

rven

tion

idea

s

An

inte

rven

tion

usin

g on

ly

cons

ciou

s be

havi

our

may

st

ill b

e ef

fect

ive,

so

don

’t di

scar

d it

just

yet

3

Afte

r go

ing

thro

ugh

the

idea

s, m

ake

the

new

beh

avio

ur c

hain

(s)

on th

e st

ep 1

pos

ter

Is th

e so

lutio

n un

nece

ssar

ily

both

erin

g or

unp

leas

ant?

If Ye

s

Can

you

take

aw

ay o

r ch

ange

the

both

erin

g el

emen

t with

out

com

prom

isin

g th

e so

lutio

n?If

No If an

idea

is

chan

ged

a lo

t du

ring

the

step

s,

mak

e su

re it

can

st

ill p

ass

all t

he

ques

tions

.

Hea

ring:

Volu

me

Touch

:

Vib

ration

Inte

ract

ive

Scr

een

Text

Mes

sage

Curi

osi

ty Com

ple

tion

CURRENT BEHAVIOUR CHAIN

TARGET AUDIENCE & PHYSICAL CONTEXT OF BEHAVIOUR

Individual Factors Social Factors Physical Context

Project Title Overall Wanted Behaviour

Leave blank in step 1.In step 3: create the new behaviour chain - include intervention.

Write down factors that are relevant to the case. Optional: use the Draft sheet - then transfer the final factors to this sheet

NEW BEHAVIOUR CHAIN

Break down the unwanted behaviour into seperate steps of action. Optional: Link actions to rationalization

Use the Draft sheet - then copy the final version to this sheet.

Chain of A

ctionsFirst ActionFirst Action

Chain of A

ctions

1 Project Responsible

Current, Unwanted Behaviour

Thoughts and S

elf-Argum

entation

Thoughts and S

elf-Argum

entation

BEHAVIOUR MEANS

WAY

S TO

TRIGGER TRIGGER

CH

AN

NE L

S

Behaviour Drivers

Sight Hearing Touch Sm

ell Taste others Physic

al

D

igita

l

Soc

ial

Intervention

Sign

Label Radio

Social Media Request

Conversation Email

Webpage Norms

TV Commercial Letter

Online video Rule set

Campaign Software

Interactive Screen Speaker

Text Message Mobile App

Video Game Manual/Guide

Poster Brochure

Artifact Feature

Architecture

Color

Text Light

Images Shapes

Symbols Movement

Voice Music Sound

Rythm Pitch Volume

Pressure Texture Vibration

Temperature Itch tickle

Stench Scent Aroma

Pleasant & Unpleasant flavor

Internal Senses

Balance

Conscience Stressless

Empathy Sympathy Competition

Challenge Completion Ownership

Being in control Fitting in Curiosity

Contribute to a fellowship Entertainment Popularity

Standing out Anticipation Intuition Pleasure/pain

Effortless Awareness

Intervention DesignPick an Intervention Design Card of each colour, and generate an intervention idea using the keywords.

OR

Use the keywords in the wheel below as cues to freely generate intervention ideas, either individually or plenary.An intervention can consist of one or more words from each section.

Remember to document all your

ideas!

The keywords are only meant to spark the generation of ideas. Don’t spend time finding the

words that fit an already generated idea

You can use none, one, or more words from each section to

design an intervention.The lists are not exhaustive -

feel free to think of more words.

Odd card combinations will occur - try to generate ideas

anyway. Pick one or more new cards if this is impossible.

2

If NoIs it legal?Can you make it legal / change law? If No

If NoIs it ethically acceptable?

Can you adjust parts of the intervention to make it more ethical acceptable?

If No

If NoAre there enough resources for this solution?

Can you simplify or adjust this intervention to align it with available resources / get more resources?

If No

If No

Does the target audience have adequate level of ability for the wanted behaviour?

Can you improve the target audience's ability? Can you modify the intervention to suit the target audience’s level of ability?

If No

If No

Is there a acceptable low risk of target audience being distracted before, during or after intervention, that can result in unwanted behaviour?

If No

If No

Does this solution take advantage of unconscious / automatic behaviour?

Can you use the principles / parts of this intervention and convert it to an intervention that exploits unconscious behaviour?

Feasible IdeaHow would you react to this solution yourself if you were exposed to it?

Can you adjust or add something to this intervention to enhance the target audience’s attention?Can you adjust parts of this intervention to align it with the current level of target audience’s attention?

BUILD ON, EVALUATE, AND FILTER IDEASGo through the following questions for each of your intervention ideas

An intervention using only conscious

behaviour may still be effective,

so don’t discard it just yet

3

After going through the ideas, make the new behaviour chain(s) on Sheet 1 or 1.X

Is the solution unnecessarily bothering or unpleasant? If Yes

Can you take away or change the bothering element without com-promising the solution?

If No

If an idea is changed a lot

during the steps, make sure it can still pass all the

questions.

Draft Title / Description

First Action

Chain of A

ctions

1.1

On this sheet you can create a messy draft of a behaviour chain. Transfer the final chain to the Step 1 sheet when done.

Discuss the adequate level of

detail for the actions

Challenge your perception of the problem - maybe it

begins earlier than you think.

Try to determine a plausible rationale for the steps that play active part in the current, unwanted behaviour.

The thoughts don’t not necessarily come before the action.

Thoughts and S

elf-Argum

entation

1.2

Individual Factors

Social Factors

Physical Context

AgeGender

Intelligence

Occupation

Political Orientation

Income

Emotioncal Condition

Civil Status

Social Norms

Expectations

Us & Them Thinking

Hierarchy Conditions

LocationSeason

Property

Time of Day

Weather

Artifacts

On this sheet you can create a draft for the Target Audience & Physical Context factors. Transfer the final factors to the Step 1 sheet when done.

The greyed out keywords are for inspiration. Cross them out if they’re irrelevant, write more, or expand upon them as you like

BEHAVIOUR CHAIN

Chain of A

ctionsFirst ActionFirst Action

Chain of A

ctions

1.X EXTRA BEHAVIOUR CHAIN SHEET

BEHAVIOUR CHAIN

Project Title Date

Chain description, version number Chain description, version number

Thoughts and S

elf-Argum

entation

Thoughts and S

elf-Argum

entation

Project Title3.1 Idea Title Date

Idea Work Sheet - Use this sheet to describe, build on, and detail a promising idea

Project Title Date Name

Project Title Date Name

Co

nscien

ceE

mp

athy

Stressless

Sym

path

yC

hallen

ge

Co

mp

etition

Co

mp

letion

Bein

g In

Co

ntro

l

Ow

nersh

ip

Fitting

InC

on

tribu

te To

A Fello

wsh

ip

Cu

riosity

Po

pu

larityA

nticip

ation

Stan

din

g O

ut

Intu

ition

Pain

Pleasu

re

Effo

rtlessA

waren

ess

En

tertainm

ent

Co

nseq

uen

ce

Sig

ht:

Co

lou

r

Sig

ht:

Text

Sig

ht:

Imag

e

Sig

ht:

Lig

ht

Sig

ht:

Sh

ape

Sig

ht:

Mo

vemen

t

Sig

ht:

Sym

bo

lH

earing

:

Vo

ice

Hearin

g:

So

un

d

Hearin

g:

Mu

sic

Hearin

g:

Rh

ythm

Hearin

g:

Vo

lum

e

Hearin

g:

Hig

h/L

ow

Pitch

Tou

ch:

Pressu

re

Tou

ch:

Vib

ration

Tou

ch:

Texture

Oth

er:

Balan

ce

Intern

al

Sen

ses

Flavor:

Un

pleasan

t

Oth

er:

Temp

erature

Tou

ch:

Tickle

Tou

ch:

Itch

Sm

ell:

Sten

ch

Sm

ell:

Aro

ma

Sm

ell:

Scen

t

Flavor:

Pleasan

t

Lab

elS

ign

Rad

io

Req

uest

So

cial Med

iaC

on

versation

Web

pag

e

E-m

ail

Ru

le Set

So

ftware

Cam

paig

nIn

teractive

Screen

Text Messag

e

Sp

eaker

Letter

Bro

chu

re

No

rmO

nlin

e Vid

eoT

V

Co

mm

ercial

Mo

bile A

pp

Man

ual/G

uid

eV

ideo

Gam

eP

oster

Artifact

Feature

Arch

itecture

REF

INE

DES

IGN

DIS

CO

VER

UN

DER

STA

ND

DEV

ELO

PM

ENT

FIEL

D S

TUD

YD

ESK

RES

EAR

CH

SUPPORT INPUT OUTPUT STAGING

Step 1Behaviour chain,Target audience & physical context

Client informationOnline research

Assumptions

Clarification,Foundation for

field study

Step 1Behaviour Chain,Target audience & physical context

Field study dataInterviews

Etc.

Clearly defined behaviour chain,

Target audience & physical context

Step 2Intervention

design

Numerous intervetion ideas

Clearly defined behaviour chain,

Target audience & physical context

Step 3Build on, Evaluate,

& FilterStep 1: New

behaviour chain

Feasible and detailed

intervetion concepts

Unprocessed intervention ideas

Individually as preparation or in

a plenary session

Individually as preparation or in

a plenary session

In plenum

In plenum

Preliminary Desk Research

Initial Field Study

Follow-up Field Study

Further DetailingTesting

Optional Further Detailing

RefinementImplementation

Step 1: New Behaviour chain

Test ResultsInsight for Refinement

In plenum, orSmall group

REF

INE

DES

IGN

DIS

CO

VER

UN

DER

STA

ND

DEV

ELO

PM

ENT

FIEL

D S

TUD

YD

ESK

RES

EAR

CH

SUPPORT INPUT OUTPUT STAGING