2. Brainstorm, Brainstorm,
Brainstorm
When designing for a behavioral
outcome, it’s important to consider a
broad array of paths that could get
someone to the target behavior.
This is a simple brainstorm exercise
identifying 6 ways to get an individual to
perform my target behavior, also known
as Starfishing
3. Target:
Get Lily to buy soymilk
Path #1 Lily goes grocery
shopping
Lily tries sample
of soy milk
Lily likes the taste
of the sample
Lily buys soy milk
4. Target:
Get Lily to buy soymilk
Path #2
Lily reads weekly
grocery sales
Lily sees proceeds from
buying soy milk benefits
her favorite charity
Lily buys soy milk
5. Target:
Get Lily to buy soymilk
Path #3 Lily sees a PETA
commercial on TV
Lily visits the PETA
website
Lily signs a pledge
to become a vegan
Lily buys soy milk
6. Target:
Get Lily to buy soymilk
Path #4 Lily joins the Cookies &
Milk club at Stanford
Lily takes charge of
buying milk and cookies
(Some members are
lactose intolerant)
Lily buys soy milk
7. Target:
Get Lily to buy soymilk
Path #5
Lily likes to bake
Lily decides to
bake a vegan
cake
Lily buys soy milk
8. Target:
Get Lily to buy soymilk
Path #6
Lily reads the
newspaper
regularly
Lily reads an article
on the benefits of
soy milk
Lily buys soy milk
9. Design Options
Each path is different and presents a
unique opportunity for design.
Having options lets you get creative and
expand the reach of your design.
So starfish now and
improve your design!
10. Want to learn more about
starfishing or behavior design?
Comment below
Visit captology.stanford.edu
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