george aye, "‘minimal viable behavior’ and its impact on the future of social innovation”
DESCRIPTION
When tackling social issues such as access to clean drinking water in Haiti or improving education for youth along the autism spectrum, we often see what we call a Minimal Viable Behavior. It’s the kind of irrational but habitual behaviors that resource-constrained populations often perform in order to get by on a day-to-day basis. At Greater Good studio, we design tools for positive behavior change. But before we design anything, we conduct research with vulnerable populations in context, to understand the conditions that are producing the behaviors of today. In order for us to be successful, we have to design our tools to be behaviorally competitive with current norms. But for many vulnerable populations, the Minimal Viable Behavior stands as the biggest competition of all.TRANSCRIPT
February 2014
Webvisions Chicago 2014 Sept 26th, 2014
Minimal Viable Behaviorand its impact on the future of social innovation.
George Aye Greater Good Studio The School of the Art Institute of Chicago
Greater Good Studio
Greater Good Studio
We design tools for positive social change.
Increasing literacy in K
and 1st
Improving communications between renters
and landlords
Increasing access to
clean water in Haiti
Greater Good Studio
Our mission is to work with people on a mission.
Greater Good Studio
Professional Par ners
Greater Good Studio January 2014Managing diabetes Causing diabetes
Behavior change
Greater Good Studio
We design tools for positive social change.
See the world through a behavioral lens.
Greater Good Studio
Minimal Viable
Behavior
Eating what’s familiar
Greater Good Studio
• Driven by scarcity of a resource
• Irrational but predictable • Attracted to short-term gains
Minimal Viable
Behavior
Behaviorally competitive.
Greater Good Studio
Greater Good Studio January 2014Greater Good Studio December 2013 November 2013
4 separate courses
See the world through a behavioral lens.
Greater Good Studio
Greater Good Studio
Behavioral market place
Behaviorally competitive
Behavioral measures of success
Conventional market place
Conventionally competitive
Conventional measures of
success
vs.
Business problems Social problems
Behaviorally competitiveBehavioral
market place
Behavioral measures of success
Behaviorally competitiveBehavioral
market place
Behavioral measures of success
Greater Good Studio
Minimal Viable
Behavior
Not paying the bill
Greater Good Studio
•Estimated bill based on last 12 months service
•Actual usage after 3+ months (either more or less)
• If you miss a bill, cancelation of service is threatened
•Aid is offered but slow, builds shame and resentment
•Service and debt continues to accrue
Greater Good Studio
24hr feedback loop.
Greater Good Studio
2 week limit.
Greater Good Studio
Humanity not lost.
After 600 bills, 97% on-time bill payments.
Greater Good Studio
Greater Good Studio
• Find your behavioral marketplace
• Treat the MVB as the dominant market player
• Be easy, quick and habit forming in order to be behaviorally competitive
• Determine your behavioral success metrics
Impact on social
innovation
Questions ? send them to@greatergood_