Behavioral Science for Designers - sxsw2018
Speakers: STEPH HABIF, Tandem Diabetes CareDAVID NGO, Behavior DeltaMATT WALLAERT, Clover Health
BJ Fogg Behavioral Model
http://www.behaviormodel.org/Shows that three elements must converge at the same moment for a behavior to occur: Motivation, Ability, and Trigger.The idea is that if the user is motivated and able, then it’s great. But if the user has high motivation but the task/behavior is hard to do, then it’s on the designers to make the behaviour easier to do.
On User Testing...
“Mimic the psychology of the experience as closely as possible. Testing the psychology of the experience should take four hours or less.”
Simplicity changes long term behaviour.
A lot of times people can’t do a certain behaviour is because it’s too hard to do.
Design for Human Connection
“We don’t have tech addiction - we have a deprivation of human connection. How can we design user experience to facilitate genuine human connection.”
Trust
Algorithm- enabled systems“ .... we are asking people to trust machines to do things that we have done ourselves.”
It’s helpful to view technology use from the perspective of users’ willingness to be controlled by these ‘algorithmic aversions’ (especially in the context of AI- powered applications). On one end of the spectrum, you have people who want to be able to control each and every aspect of the task that they are trying to accomplish. On the other end are people who are more willing to let themselves be controlled by technology so long as they are setting the intent.(Take, for example, the task of booking a vacation- would you be comfortable telling an AI-powered app that you want to go to Bali and Indonesia and have a budget of $3000 and let it take care of all bookings for you or would you want to control the various aspects of the booking?)
How do you design for trust when “it depends”?
^This is actually how humans form trust with other humans, as shown by various research studies in the social sciences. The idea here is that this process of trust formation between humans is what we as designers should use to get humans to establish trust with our products. First, there is a connection with the product- the downloading and signing up on an app, let's say.Then there is caution- the user browses through, maybe uses it for a bit, maybe doesn't give too much information too soon, maybe doesn't add all his/her friends too soon....or whatever.Then, the user discovers that the app does consistently add value whenever they use it.Next, they take the courage to pay for that subscription, or add all their friends, or put it on their home- screen or make it their go-to app for a particular task that was previously done some other way. Then you have a committed user- that's when you know you've succeeded as a designer.
“Design so that people choose it and use it.”
Piloting the Project, Qualitative and Quantitative User Data...
Piloting a project tells us people’s qualitative reactions to something. And those are useful to figure out which direction the design should take from there.That said, quantitative is very important. “If you’re leading user research and aren’t having a weekly one on one with your data scientist you’re doing it wrong.”
Last but not the least...
Fall in love with your problem. Not with your intervention.