This is the English version of the materials used at the "SHIKAKE - A Simple Device For Behavior Change - Idea Workshop" held on November 7, 2020, at online.
2020年11月7日にオンラインで開催された「シカケ〜したくなるデザイン〜アイデアワークショップ」にて使用された資料の英語版です。
日本語版はこちら。
https://www.slideshare.net/akihiromoriyamaureka/201107shikakeworkshopjp
Top profile Call Girls In Sonipat [ 7014168258 ] Call Me For Genuine Models W...
201107-shikake-workshop-en
1.
SHIKAKE - A Simple Device For Behavior Change -
Idea Workshop
presenter : Akihiro MORIYAMA (the representative of UX Yokohama)
Nov. 7, 2020(Sat) 13:30 - 16:30
2. Requests to participants
2
1.Please mute the mic and the cam.
• Please keep your microphone and web-
cam muted until instructed to unmute.
2.Please check the audio output
settings
• If you can't hear the sound, check the
following setting items
- Zoom app audio output device
settings
- Windows / Mac / other OS audio
output device settings
- Sound Volume setting
• If you have any problems with the
settings, please let the instructor know
the details via chat.
SHIKAKE - A Simple Device for Behavior Change - Idea Workshop
3. agree/vote:
Please respond.
Please respond.
3
If we have a good connection now,
please click the “raise hand” button.
• If you can clearly see the video and
audio, Please click the "raise hand"
button in the Zoom app.
• Please keep raise until instructed to
lower hand.
SHIKAKE - A Simple Device for Behavior Change - Idea Workshop
4. Greetings
About UX Yokohama
• We are a voluntary organization that
holds IT study sessions in Yokohama.
• The purpose of our activities is to raise
awareness, research, practice, and
interact with UX design.
4SHIKAKE - A Simple Device for Behavior Change - Idea Workshop
5. Greetings
Presenter
• Akihiro MORIYAMA
- the representative of UX Yokohama
- the president of Ureka inc.
- https://twitter.com/hiro_ux
5SHIKAKE - A Simple Device for Behavior Change - Idea Workshop
6. 6
About this event
Theme : “The SHIKAKE Against Global
Warming”
• SHIKAKE is a simple device for behavior
change that leads to problem solving.
• There are activities against global
warming that we can do as an individual.
• Let's think together about the SHIKAKE
against global warming.
Quote : CLIMATE CHANGE 2013 - The Physical Science Basis(IPCC)
http://www.ipcc.ch/pdf/assessment-report/ar5/wg1/WG1AR5_SummaryVolume_FINAL.pdf
SHIKAKE - A Simple Device for Behavior Change - Idea Workshop
7. 7
About this event
time allocation
• 2-hour lecture
• 1-hour group work
notes
• A microphone is required for group
work, and a webcam is not equired.
• A web browser is required for access
“miro”, and a miro account is not
required.
SHIKAKE - A Simple Device for Behavior Change - Idea Workshop
8. 8
Agenda
13:00 Start accepting
13:30 Welcome and Introduction
13:35 Lecture “SHIKAKE - A Simple Device for Behavior Change”
14:25 (intermission)
14:35 Lecture “Activities Against Global Warming That We Can Do”
15:00 Group work (with intermission)
16:20 Reflection
16:30 Finish
Documents Download URL
https://sites.google.com/view/uxyokohama-archives
SHIKAKE - A Simple Device for Behavior Change - Idea Workshop
9. SHIKAKE - A Simple Device For Behavior Change -
Idea Workshop
If you have any questions,
please ask via chat.
Lecture:
SHIKAKE - A Simple Device for Behavior
Change
913:35
10. Summary
10
This lecture is based on the book "Shikakeology" (written by Naohiro Matsumura, 2016).
シカケ
(きっかけ)
心理が変化 行動が変化シカケられる側
シカケる側 シカケる側の
問題が解決
SHIKAKE - A Simple Device for
Behavior Change
• SHIKAKE is a simple device for behavior
change that leads to problem solving.
• 3 requirements of SHIKAKE : duality of
purpose, attractiveness, and fairness
• The principle of SHIKAKE : Trigger >
mind change > Behavior change
Promoter
SHIKAKE
device
Behavior
change
Mind
change
Target person
Promoter’s
problem is
solved.
12. 12
Case study : a smoke of kabayaki .. A smoke of kabayaki (roasted eel)
reminds Passerby of the deliciousness of kabayaki, and they order
kabayaki.
Case
study
13. 13
Case study : a target mark .. A target mark reminds users of their
challenger spirit, and they do it.
Case
study
14. 14
Case study : the stair of Tokyo Station .. A label of calorie consumption
reminds Passerby of their lack of exercise, and they goes up the stairs.
Case
study
15. 15
Case study : “Operation Yellow Chalk” .. A mark drawn with chalk on dog
droppings reminds dog owners of their forgetting to clean up, and they
clean it up. (Note : a dog has its own dropping place.)
Quote : https://www.city.uji.kyoto.jp/0000017936.html
Case
study
16. 16
Case : a notice of medical checkup ... The notice with the result of the
previous checkup reminds the subject person of anxiety about their
health, and they go to a medical checkup.
Quote : https://www.city.saitama.jp/006/002/008/013/008/p059472_d/fil/keikaku.pdf
Case
study
17. What is SHIKAKE ?
17
SHIKAKE
• a simple device for behavior change
that leads to problem solving.
• SHIKAKE needs 3 requirements :
duality of purpose, attractiveness, and
fairness.
• SHIKAKE is used when it cannot be
persuaded in the usual way.
3 requirements of SHIKAKE
• Duality of purpose : the purpose of the
promoter and the purpose of the
target person are different.
• Attractiveness : not due to harassment
or compulsion.
• Fairness : No one suffers.
note: Target person do not know the
purpose of the promoter.
18. 18
the 3 requirements at the case “a smoke of kabayaki”
事例
Promoter Target person
I want to
something
delicious.
I want to
increase sales.
Fairness
AttractivenessDuality of purpose
What is SHIKAKE ?
19. 19
the 3 requirements at the case “a target mark”
事例事例
What is SHIKAKE ?
Promoter Target person
I want to challenge
and win.
I want to keep the
toilet clean.
Fairness
AttractivenessDuality of purpose
20. 20
the 3 requirements at the case “the stair of Tokyo Station”
事例
What is SHIKAKE ?
Promoter Target person
I want to
be healthy.
I want to eliminate
traffic jams
on the escalator.
Fairness
AttractivenessDuality of purpose
21. The principle of SHIKAKE : Trigger > Mind change > Behavior change
21
Before promote Trigger device Behavior changeMind change
Stairs are so
tiresome..
I remembered !
I am lacking in
exercise !
22. 22
"Physical trigger" and "Psychological trigger"
Physical trigger
• Objects that cause mind changes
Psychological trigger
• Human psychological characteristics
that cause behavior changes
Psychological
trigger
Challenge
Dissonance
Negative xpectations
Positive expectations
Reward
self-actualization
TheFeelingofBeingWatched
Social norms
Social proof
Personal context
Social context
Feedback
Feedforward
Five senses
Analogy
Affordance
Physical trigger
SHIKAKE
The principle of SHIKAKE
23. 23
• Design technique to simplify SHIKAKE.
• Stimulate senses to remind target
people of the comfort they have
experienced.
The principle of SHIKAKE > Physical trigger
The kabayaki I ate before was very
delicious.
Five senses
24. 24
Analogy
• Design technique to simplify SHIKAKE.
• For ease of understanding, compare it
to a similar existing.
If this is a folder, there will be
documents inside.
untitled folder
The principle of SHIKAKE > Physical trigger
25. 25
Affordance
• Design technique to simplify SHIKAKE.
• Give only hints through the design, not
explain the meaning and operation of
the system in detail.
• Due to the high level of human insight,
it can be understood only with hints.
This is a desk, but I can sit on it with
this shape and material.
The principle of SHIKAKE > Physical trigger
26. 26
Challenge
• Appeal to the challenging spirit.
I want to hit if there is a target.
The principle of SHIKAKE > Psychological trigger
27. 27
Dissonance
• Appeal to aesthetics that prefer a harmonious
state.
I want to get the whole volume.
The principle of SHIKAKE > Psychological trigger
28. 28
Negative Expectations
• Appeal to the desire to avoid loss.
bitter! This must be poison!
The principle of SHIKAKE > Psychological trigger
29. 29
Positive expectations
• Appeal to the desire to make a profit.
Fun Sounds!
引用元:theFunTheory(http://www.thefuntheory.com/)
The principle of SHIKAKE > Psychological trigger
30. 30
Reward
• Give real (not expectations) rewards to
those who act.
• Or give a chance to win rewards to
those who act.
I can get a prize by visiting 5 more
times. Hooray!
The principle of SHIKAKE > Psychological trigger
31. 31
Extra : Non-monetary reward
Quote : Nonprice incentives and energy conservation : Asensio, O. I., Delmas, M. A. (2015).
https://www.pnas.org/content/112/6/E510
In a US social experiment, health appeals were more effective than monetary
appeals to motivate people to save energy.
The principle of SHIKAKE > Psychological trigger
32. 32
self-actualization
• Appeal to the desire to be your ideal
self.
Today's my hairstyle is not good.
The principle of SHIKAKE > Psychological trigger
33. 33
The Feeling of Being Watched
• Take advantage of human psycho-
logical characteristics that behave more
morally in situations seen by others.
fake? But I feel uneasy.
The principle of SHIKAKE > Psychological trigger
34. 34
Social norms
• Appeal to a sense of duty to obey the
law and morals.
Is this line an instruction to line up
here?
The principle of SHIKAKE > Psychological trigger
35. 35
Social proof
• Take advantage of human psycho-
logical characteristics that imagine
rules (non-existent) from the actions of
others and follow the rules.
Oh? is it the rule to stand on the
left side of the escalator?
The principle of SHIKAKE > Psychological trigger
36. Reflection
36
シカケ
(きっかけ)
心理が変化 行動が変化シカケられる側
シカケる側 シカケる側の
問題が解決
SHIKAKE - A Simple Device for
Behavior Change
• SHIKAKE is a simple device for behavior
change that leads to problem solving.
• 3 requirements of SHIKAKE : duality of
purpose, attractiveness, and fairness
• The principle of SHIKAKE : Trigger >
mind change > Behavior change
Promoter
SHIKAKE
device
Behavior
change
Mind
change
Target person
Promoter’s
problem is
solved.
This lecture is based on the book "Shikakeology" (written by Naohiro Matsumura, 2016).
37. SHIKAKE - A Simple Device For Behavior Change -
Idea Workshop
If you have any questions,
please ask via chat.
Lecture:
Activities Against Global Warming That We
Can Do
3714:35
39. What is “global warming” ?
39
A phenomenon in which the average temperature of the
atmosphere and ocean on the earth’s surface rises over the
long term due to greenhouse gases.
Quote : CLIMATE CHANGE 2013 - The Physical Science Basis(IPCC)
http://www.ipcc.ch/pdf/assessment-report/ar5/wg1/WG1AR5_SummaryVolume_FINAL.pdf
40. 40
The reason for conclusion of global warming
Quote : CLIMATE CHANGE 2013 - The Physical Science Basis(IPCC)
http://www.ipcc.ch/pdf/assessment-report/ar5/wg1/WG1AR5_SummaryVolume_FINAL.pdf
What is “global warming” ?
Scientists made a computer program that accurately simu-
lated past climate changes, and they used it to predict the
future.
41. 41
Between 1880 AD and 2012 AD, temperatures rose 0.85 degrees.
In the worst case, the temperature will rise by 4.8 degrees in 2100 AD.
Quote : CLIMATE CHANGE 2013 - The Physical Science Basis(IPCC)
http://www.ipcc.ch/pdf/assessment-report/ar5/wg1/WG1AR5_SummaryVolume_FINAL.pdf
What is “global warming” ?
42. 42
In the best case, the temperature will rise by 0.3-1.8 degrees in 2100 AD.
Best
Worst
Quote : CLIMATE CHANGE 2013 - The Physical Science Basis(IPCC)
http://www.ipcc.ch/pdf/assessment-report/ar5/wg1/WG1AR5_SummaryVolume_FINAL.pdf
What is “global warming” ?
43. 43
The cause of global warming is greenhouse gases emitted by humans,
especially CO2.
Quote : CLIMATE CHANGE 2013 - The Physical Science Basis(IPCC)
http://www.ipcc.ch/pdf/assessment-report/ar5/wg1/WG1AR5_SummaryVolume_FINAL.pdf
What is “global warming” ?
44. Risks of global warming
44
• Storm surge
• Flood / heavy rain
• Infrastructure outage
• heatstroke
• Food shortage
• Water shortage
• Marine ecosystem loss
• Land ecosystem loss
•Sea level rise
•Increased rainfall in temperate regions
•Extreme weather (typhoons, heavy rains, etc)
•Rising temperature
•North / South of suitable cultivated land
•Extreme weather (drought)
•Seawater temperature rise, seawater acidification
•North / South of a suitable place for survival
Risks (potential hazards)phenomenon
→
→
→
→
→
→
→
→
45. 45
Global warming causes extreme weather.
Quote : 国土交通省九州地方整備局 「令和2年7月豪雨への対応」
http://www.qsr.mlit.go.jp/bousai_joho/bousai200710.html
Risks of global warming
46. 46
Extreme weather causes infrastructure outage.
Quote : 国土交通省「令和2年7月豪雨による被害の状況」
https://www.mlit.go.jp/toshi/city_plan/content/001354416.pdf
Risks of global warming
47. Activities Against Global Warming
47
Activities to minimize the damage caused
by global warming.
• Infrastructure development
- Embankment, breakwater
- Sewer for rainwater
• Enlightenment
- Environmental learning
- Hazard map
• Improvement of method
- Breeding, farming method
• etc
Activities to top or slow down global
warming.
• Reduction of CO2 emissions
- Energy saving
- Utilization of renewable energy
• CO2 capture and solidification
- Tree planting
- Dumping to the ground
• etc
Mitigation Adaptation
48. 48
International conventions on global warming
Aiming for a temperature rise of less than 2 degrees
at the end of the 21st century.
Cut CO2 emissions in 2050 to half that of 1990,
Reduce CO2 emissions below zero at the end of the 21st century.
Member countries promise concrete measures to reduce CO2.
Effective in November 2016“Paris Agreement”
Activities Against Global Warming
49. 49
Target value set by the Japanese government (household sector)
-40%
Emissions of energy-derived CO2 emitted from homes
Reduce by 40% by 2030. (compared to 2013)
Quote : 地球温暖化対策計画(平成28年5月13日閣議決定)
https://www.env.go.jp/press/files/jp/102816.pdf
Activities Against Global Warming
50. 50
Breakdown of CO2 emissions from households
その他
10.8%
洗濯乾燥
1.0%
テレビ
2.4%
冷房
4.2%
照明
5.2%
調理食洗
6.3%
冷蔵庫
6.4%
暖房
14.6%
水道・給湯
16.2%
自家用車
32.9%世帯平均
年間CO2排出量
4,553kg
Quote : JCCCA 全国地球温暖化防止活動推進センター 調査結果より
http://www.jccca.org/about/works/img/pamphlet_red10_data01_2016_06.pdf
Activities Against Global Warming
1. Private cars (32.9%)
2. Water supply (16.2%)
3. Heatings (14.6%)
51. Activities Against Global Warming That We Can Do
51
Using
ecoservices
Using
ecoproducts
eco-friendly
lifestyles
•Zero energy housing
•Eco Renovation
•Eco car
•Eco-friendly products
•Water saving goods
•Energy saving goods
•Railroad / bus
•Car sharing
•Review of electric
power company
•Cool Biz / Warm Biz
•Walking / bicycle
•Eco-friendly driving
•Eco-friendly cooking
•3R (Saving / Reusing /
Reusing)
•habit of water saving
•habit of power off
52. •Zero energy housing
•Eco Renovation
•Eco car
•Eco-friendly products
•Water saving goods
•Energy saving goods
•Railroad / bus
•Car sharing
•Review of electric
power company
•Cool Biz / Warm Biz
•Walking / bicycle
•Eco-friendly driving
•Eco-friendly cooking
•3R (Saving / Reusing /
Reusing)
•habit of water saving
•habit of power off
52
Activities to reduce CO2 from private cars
Activities Against Global Warming That We Can Do
Using
ecoservices
Using
ecoproducts
eco-friendly
lifestyles
53. •Zero energy housing
•Eco Renovation
•Eco car
•Eco-friendly products
•Water saving goods
•Energy saving goods
•Railroad / bus
•Car sharing
•Review of electric
power company
•Cool Biz / Warm Biz
•Walking / bicycle
•Eco-friendly driving
•Eco-friendly cooking
•3R (Saving / Reusing /
Reusing)
•habit of water saving
•habit of power off
53
Activities to reduce CO2 from water supply
Using
ecoservices
Using
ecoproducts
eco-friendly
lifestyles
Activities Against Global Warming That We Can Do
54. 54
Activities to reduce CO2 from heatings
Activities Against Global Warming That We Can Do
Using
ecoservices
Using
ecoproducts
eco-friendly
lifestyles
•Zero energy housing
•Eco Renovation
•Eco car
•Eco-friendly products
•Water saving goods
•Energy saving goods
•Railroad / bus
•Car sharing
•Review of electric
power company
•Cool Biz / Warm Biz
•Walking / bicycle
•Eco-friendly driving
•Eco-friendly cooking
•3R (Saving / Reusing /
Reusing)
•habit of water saving
•habit of power off
57. SHIKAKE - A Simple Device For Behavior Change -
Idea Workshop
If you have any questions,
please ask via chat.
Group work
5715:00
58. Group work
58
Today’s group work
• Let's think together about the SHIKAKE
against global warming.
note: All participants' ideas will be
published at UX Yokohama Website.
シカケ
(きっかけ)
心理が変化 行動が変化シカケられる側
シカケる側 シカケる側の
問題が解決
Promoter
SHIKAKE
device
Behavior
change
Mind
change
Target person
Promoter’s
problem is
solved.
59. Group work
59
procedure
15:00 Explanation 5 min
15:05 Let's think about situations no choice but to do. 15 min
15:20 Let's think about situations to do positively. 15 min
15:35 break 10 min
15:45 Let's think about the SHIKAKE against global warming. 15 min
16:00 Vote 5min
16:05 Comment 15 min
16:20 Reflection 10 min
16:30 end
60. Group work
60
Preparation : 1. Grouping
• Make a group of 4 to 5 people with
Zoom's Breakout Room feature
• Work on the miro whiteboard while
having a voice conversation with Zoom.
• Follow the Zoom app message to enter
the breakout room with the indicated
room number.
• When you enter the room, unmute your
microphone and open the miro
whiteboard according to your room
number.
10分
1 https://miro.com/app/board/o9J_ki4jp2w=/
2 https://miro.com/app/board/o9J_ki_a-GM=/
3 https://miro.com/app/board/o9J_ki_a_Bo=/
4 https://miro.com/app/board/o9J_ki-ukX8=/
5 https://miro.com/app/board/o9J_ki-v4sM=/
6 https://miro.com/app/board/o9J_ki-v46k=/
7 https://miro.com/app/board/o9J_ki-tr_o=/
8 https://miro.com/app/board/o9J_ki-trIY=/
note : In the breakout room, You
can't hear the moderator's voice.
61. Group work
61
Preparation : 2. choose one theme
• Please choose one theme for each
group by majority vote.
A. Cool Biz or Warm Biz
B. Eco mobility (train or bus)
C. Eco mobility (bicycle or on-foot)
D. Eco-friendly cooking
62. Group work
62
1. Think about situations no choice
but to do. [15min]
10分
• Think about the situation you have no
choice but to do with the theme of
your choice.
• Write down the situation on a yellow
sticky note for each case and paste it
on a large yellow paper.
• Please unify with “because . .”.
• If you have multiple sticky notes with
the same content, consider them as
one.
63. Group work
63
2. Think about situations to do
positively. [15min]
10分
• Think about situations to do positively
with the theme of your choice.
• Write down the situation on a pink
sticky note for each case and paste it
on a large pink paper.
• Please unify with “because . .”.
• If you have multiple sticky notes with
the same content, consider them as
one.
64. Group work
64
3. think about the SHIKAKE
15分
• think about the SHIKAKE against
global warming with the theme of
your choice.
• Write down the SHIKAKE on a cyan
sticky note for each case and paste it
on a large cyan paper.
• If possible, please write multiple ideas.
66. Group work
66
4. Vote [5min]
5分
• For each group, vote for the best idea.
• 2 votes per person
• Choose an idea other than your own.
• Place a smiley mark on the selected
idea (sticky note) to mark it.
67. Group work
67
Comment
15分
• The instructor will give a comment.
- Please close the miro screen.
- Please leave the breakout room.
68. SHIKAKE - A Simple Device For Behavior Change -
Idea Workshop
If you have any questions,
please ask via chat.
Reflection
68
69. Reflection
69
シカケ
(きっかけ)
心理が変化 行動が変化シカケられる側
シカケる側 シカケる側の
問題が解決
SHIKAKE - A Simple Device for
Behavior Change
• SHIKAKE is a simple device for behavior
change that leads to problem solving.
• 3 requirements of SHIKAKE : duality of
purpose, attractiveness, and fairness
• The principle of SHIKAKE : Trigger >
mind change > Behavior change
Promoter
SHIKAKE
device
Behavior
change
Mind
change
Target person
Promoter’s
problem is
solved.
This lecture is based on the book "Shikakeology" (written by Naohiro Matsumura, 2016).
73. SHIKAKE - A Simple Device For Behavior Change -
Idea Workshop
If you have any questions,
please ask via chat.
Thank you for your participation.
73
The questionnaire for participants :
https://t.co/kGacdoFQwr