This document discusses changing behaviors through design. It notes that consciously changing behaviors is difficult as conscious thinking plays a small role in behaviors. Several models of behavior change are presented, including the stages of change model and theory of planned behavior. Tips for designing for behavior change are provided, including defining the desired behavior change, conducting research to understand predictors, and monitoring and modifying over time as behavior change takes patience. The brain actively hides reality and changing behaviors requires understanding unconscious influences.

1. The A,B,C of behaviour

2. We are all talking about changing
behaviour through design…
Commercial in Confidence. © 2010 Symplicit Pty Ltd. 2

3. We are all talking about changing
behaviour through design…
…but, have you ever stopped to think
how hard it is to change behaviour?
3

4. When did you last change your behaviour?

5. What about me?
5

6. This little tool triggered the last time that I did…

7. Process of behaviour change
7

8. …so what do I know anyway?
8

9. Jodie Moule
Director, Symplicit
(Psychologist)

10. Ding dong!
<insert salivating dog here>

11. What does behaviour change mean to us
as designers?
11

12. Faster horses…?!?

13. Perhaps we’d first better take a look at
this thing called ‘behaviour change’…
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14. The mind is a powerful thing…

15. The brain *is*
powerful…
• Fills in the blanks & cuts out the irrelevant
bits for us
• It notices more than we think it does
• It actively hides reality from us
• Seeing what is in front of us is hard, and
most of us never learn to do it
• We find it hard to verbalise why we do
what we do
• It steps in for us so we can do things
automatically giving a feeling of *not
thinking*…

16. Conscious ‘thinking’ plays, at best, a
small role in shaping our behaviour and
choices.
16

17. Conscious ‘thinking’ plays, at best, a
small role in shaping our behaviour and
choices.
...this makes things tricky.
17

18. 18

19. 19

20. Important!
The behaviour you are seeing is the
behaviour you have designed…
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21. Theory of Planned Behaviour
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22. Theory of Planned Behaviour
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23. But do you remember our discussion of the mind?
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24. Why is this useful?
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25. Process of behaviour change
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26. The stages of change model
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27. 27

28. Why is this useful?
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29. When are people researching online?
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30. When are people researching online?
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31. When are people researching online?
31

32. So what influences mass behaviour
change?
“Systemic Innovation is determined by a balance of
three things – behavioural norms, tools and rules”
Tim Brown, IDEO
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33. Bike helmets
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34. Cyclists admitted to Victorian hospitals,
with and without head injuries
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35. ‘Daily life’ or ‘Lycra brigade’?
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36. Toll booths
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37. What else changes behaviour?
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38. Fun …it’s fun 
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39. The ‘fun’ theory…
http://www.youtube.com/watch?v=2lXh2n0aPyw&feature=player_embedded 39

40. So how do we design for change?
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41. Top tips for designing behavioural change…
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42. Top tips for designing behavioural change…
1. Define the desired behavioural change you want to
observe,
2. Feed this into the business strategy and design process, let
it guide these processes
3. Define your target audience…then go a bit outside the
norm
4. Conduct research and understand the behavioural
predictors of our population (attitudes, norms, control,
stages)
5. Monitor, measure and modify. Remember…behaviour
change can take time…be patient 
42

43. Top tips for designing behavioural change…
1. Define the desired behavioural change you want to
observe,
2. Feed this into the business strategy and design process, let
it guide these processes,
3. Define your target audience…then go a bit outside the
norm
4. Conduct research and understand the behavioural
predictors of our population (attitudes, norms, control,
stages)
5. Monitor, measure and modify. Remember…behaviour
change can take time…be patient 
43

44. Top tips for designing behavioural change…
1. Define the desired behavioural change you want to
observe,
2. Feed this into the business strategy and design process, let
it guide these processes,
3. Define your target audience…then go a bit outside the
norm,
4. Conduct research and understand the behavioural
predictors of our population (attitudes, norms, control,
stages)
5. Monitor, measure and modify. Remember…behaviour
change can take time…be patient 
44

45. Top tips for designing behavioural change…
1. Define the desired behavioural change you want to
observe,
2. Feed this into the business strategy and design process, let
it guide these processes,
3. Define your target audience…then go a bit outside the
norm,
4. Conduct research and understand the behavioural
predictors of our population (attitudes, norms, control,
stages). Qual and quant is needed here…
5. Monitor, measure and modify. Remember…behaviour
change can take time…be patient 
45

46. Top tips for designing behavioural change…
1. Define the desired behavioural change you want to
observe,
2. Feed this into the business strategy and design process, let
it guide these processes,
3. Define your target audience…then go a bit outside the
norm,
4. Conduct research and understand the behavioural
predictors of our population (attitudes, norms, control,
stages). Qual and quant is needed here…
5. Monitor, measure and modify. Remember…changing a
behaviour can take time…be patient 
46

47. Thank you!
Jodie Moule
Director
03 9670 3385
0415 288 823
jodie@symplicit.com.au
Symplicit Pty Ltd
Level 1, Suite 103, 757 Bourke St
Docklands, VIC 3008
Ph 03 9670 3385
www.symplicit.com.au
Follow us @symplicit