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Table of Contents

Wendel, S. (2013). Designing for Behavior Change: Applying Psychology and Behavioral Economics. O'Reilly Media, Inc.

Understanding the Mind and Behavior Change

Chapter 1 How the Mind Decides What to Do Next

The Deliberative and Intuitive Mind

Making Sense of the Mind

Most of the Time, We’re Not Actually “Choosing” What to Do Next

Even When We “Choose,” Our Minds Save Work

The Obvious, Simple Stuff Is Really Important

A Map of the Decision-Making Process

On a Napkin

Chapter 2 Why We Take Certain Actions and Not Others

A Simple Model of When, and Why, We Act

The Create Action Funnel

On a Napkin

Chapter 3 Strategies for Behavior Change

A Decision or a Reaction: Three Strategies to Change Behavior

Strategy 1: Cheat!

Strategy 2: Make or Change Habits

Strategy 3: Support the Conscious Action

A Recap of the Three Strategies

On a Napkin

Discovering the Right Outcome, Action, and Actor

Chapter 4 Figuring Out What You Want to Accomplish

Start with the Product Vision

Nail Down the Target Outcome

Identify Additional Constraints

Generate a List of Possible Actions for Users to Take

On a Napkin

Chapter 5 Selecting the Right Target Action

Research Your Target Users

Select the Ideal Target Action

Define Success and Failure

How to Handle Very Diverse Populations

On a Napkin

Developing the Conceptual Design

Chapter 6 Structuring the Action

Start the Behavioral Plan

Tailor It

Simplify It

Make It “Easy”

On a Napkin

Chapter 7 Constructing the Environment

Tactics You Can Use

Increase Motivation

Cue the User to Act

Generate a Feedback Loop

Knock Out the Competition

Remove or Avoid Obstacles

Update the Behavioral Plan

On A Napkin

Chapter 8 Preparing the User

Tactics You Can Use

Narrate the Past to Support Future Action

Associate with the Positive and the Familiar

Educate Your Users

How Training Your Users Fits In

Update the Behavioral Plan

How Behavior Change Techniques Relate to the Thought the Behavior Requires

On a Napkin

Designing the Interface and Implementing It

Chapter 9 Moving from Conceptual Designs to Interface Designs

Take Stock

Extract the Stories or Specs

Provide Structure for Magic to Occur

On a Napkin

Chapter 10 Reviewing and Fleshing Out the Interface Designs

Look for Big Gaps

Look for Tactical Opportunities

On a Napkin

Chapter 11 Turning the Designs into Code

Put the Interface Design in Front of Users

Build the Product

Go Lean If Possible

On a Napkin

Refining the Product

Chapter 12 Measuring Impact

Why Measure Impact?

Where to Start: Outcomes and Metrics

How to Measure Those Metrics

Determining Impact: Running Experiments

Determining Impact: Unique Actions and Outcomes

Other Ways to Determine Impact

What Happens If the Outcome Isn’t Measurable Within the Product?

On a Napkin

Chapter 13 Identifying Obstacles to Behavior Change

Watch Real People Using the Product

Check Your Data

Figure Out How to Fix the Obstacles

On a Napkin

Chapter 14 Learning and Refining the Product

Determine What Changes to Implement

Measure the Impact of Each Major Change

When Is It Good Enough?

How to (Re-)Design for Behavior Change with an Existing Product

On a Napkin

Putting It into Practice

Chapter 15 Common Questions and a Start-to-Finish Example

An Example of the Approach

Questions About How and Why We Act

Questions About the Mechanics of Building Behavior Change Products

Chapter 16 Conclusion

Four Lessons


Looking Ahead

Appendix Glossary of Terms

Appendix Resources to Learn More

Resources on Behavior and Decision Making

Appendix Bibliography

Appendix About the Author

b/designing_for_behavior_change.txt · Last modified: 2018/02/02 02:34 by hkimscil