Matrix with 4 behavior design principles that are simple to remember and to use
It is based on the EAST framework created by the The Behavioural Insights Team
I use this at the end of my design - meaning you don't start with this, you use it as a checklist when you are at the end.
Why?
You need to first understand and a few things: (Upstream) - Strategy
>The Job to be done
>The Behavior and context
>The Influences or Drives of Behavior
>The Intervention Types
Once you have all this and have created your concept, you can then move on to using behavior change tactics and something like EAST. (Downstream) - Tactics
What does EAST stand for?
1) Easy: Making it easy for people to take action by reducing the effort, steps, and choices involved.
-Simplify messages, direct calls to action
-Reduce the friction
-Break down complex tasks
-Use defaults
2) Attractive: Making something look more valuable by showing its benefits in an attractive way. This includes making your offer more noticeable and appealing.
>Tailor to individual preferences
>Cater to emotions
>Make it eye catching
>Consider incentives
>Create a sense of urgency (ethically)
3) Social: Encouraging a behavior by showing that others in a social group are also doing it, and promoting a sense of shared commitment to the behavior.
>Confirmation bias
>Social Norms
>Use a trusted messenger
4) Encouraging action when people are most likely to be receptive and organizing the benefits in a way that makes them more immediate.
Present bias
Key decision moments
Help people plan
Give feedback
Ask people to commit
I like to think of this as a great checklist to ensure we are designing in the right direction.
Now remember to use this to help people do what they wanted to already do, and not force them or trick them to do anything - use context!
P.S I teach the strategic part as part of my Behavior Design Basics and touch upon the behavior change tactics and EAST
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