How to drive behavioral change (By Dany Robberecht)

How to drive behavioral change? 1

CONFIDENTIAL Template Innovation Day 2017 CONFIDENTIAL

DESIGN FOR BEHAVIORAL CHANGE

Dany RobberechtDirector Consulting [email protected]

TRACK 3 - USER CENTRICITY


CONFIDENTIAL

1

2

3

4

CONTENT

Transformative power

How does it work in essence

Seven rules that make life easier

Are you ready to cook yet


CONFIDENTIAL

TRANSFORMATIVE POWERHOW CAN IT GET A TRANSFORMATIVE LEVEL FOR YOUR COMPANY?


CONFIDENTIAL

New products often imply a new behavior

New operating system Apple


CONFIDENTIAL

Some demand a significant change

Electric Air TaxiLilium


CONFIDENTIAL

Others even aim to bring entirely new behavior

Safer driver behaviorMyjini


CONFIDENTIAL

What does it take to make it happen?


CONFIDENTIAL

Profound and radical change that orients an industry in a new direction and takes it to an entirely different level of effectiveness.

Unlike 'turnaround' (which implies incremental progress on the same plane) transformation implies a basic change of character and little or no resemblance with the past configuration or structure.

DEFINITION

TRANSFORMATION=ƒ(A,R,P)ADOPTIONREJECTIONPERMANENT

FORMULAMY EQUATION


CONFIDENTIAL

ADOPTION AND REJECTION ARE COUNTERING FORCES

Failure is either a lack of value or either the rejection because of what we as a human being want or not want.

ADOPTIONREJECTION

Way of working

Attitude

Behavioralchange

Costperformancebalance

Valueadd


CONFIDENTIAL

HOW DOES IT WORK IN ESSENCELET’S BUILD A FIRST INSIGHT ON BEHAVIORAL CHANGE


CONFIDENTIAL

SUSTAINABLE BEHAVIOR IS ABOUT …

• We don’t see people that lack the knowledge to know what goes in where

WILLING TO DO

People know recycling

is the right thing to do

People hardly adopt a low carb diet

ABLE TO DO

It’s a hassle to insulate our

old homes

SUSTAINABLE=ƒ(M,A,T)MOTIVATIONABILITYTRIGGER

FORMULAEQUATION BY FOGG


CONFIDENTIAL

3D printing is limited by the habits of designers

Smart factory projectsIndustry 4.0


CONFIDENTIAL

Changing the medical workflow for stakeholders …

Niji - Point of Care diagnostics deviceNovartis Pharma


CONFIDENTIAL

Is it always that obvious for us to know?


CONFIDENTIAL

HOW TO DRIVE DOWN RADICALLY ENERGY CONSUMPTION?

https://www.google.be/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjBpIjv8urWAhVCK1AKHWibCwgQjRwIBw&url=https://www.cokesolutions.com/coca-cola-freestyle/staff-training&psig=AOvVaw15TNydcnEw6AarfbVd7BPt&ust=1507891241416376

https://www.google.be/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjBpIjv8urWAhVCK1AKHWibCwgQjRwIBw&url=https://www.cokesolutions.com/coca-cola-freestyle/staff-training&psig=AOvVaw15TNydcnEw6AarfbVd7BPt&ust=1507891241416376


CONFIDENTIAL

A SMALLER COOLER, BUT

PRODUCTS AT AMBIENT TEMPERATURE

CHILLED BUFFER

DELIVERY

INTERFACE / INPUT / EXCHANGE UNIT


CONFIDENTIAL

“In this specific case the reduction of energy is not the driver for behavioral change”

A SMALLER COOLER, BUT A TRANSFORMATIONAL CHANGE …

Consumers perceive it as energy effective but … that doesn’t motivate them enough to change habits

Distributors dislike the replacement cost and see no clear benefit besides putting coolers in unlikely places so far

Retail owners favor the lower energy bills but don’t own the infrastructure


CONFIDENTIAL

SO WE SEEM TO BE STUCK IN THE MIDDLE …


CONFIDENTIAL

A deeper understanding of being a human


CONFIDENTIAL

7 RULES MAKING LIFE EASIERA CASE STUDY WITH TANGIBLE INSIGHTS ON HOW YOU COULD DO IT


CONFIDENTIAL

CASE STUDY WITH 7 RULES - THE HARD FACTS …

#1 intensive unpleasant therapy is needed for this chronic illness

#2 our client pays millions per year on medicine treatment

#3 science proves patients become medication free after 6 weeks on a low carb diet

HOW?

The diagnosis is becoming more common in those who are overweight.

Diabetes is a chronic condition that needs close attention, but with some practical knowledge, you can learn to live with the disease.


CONFIDENTIAL

Did it ever stop someone smoking?

RULE #1 – STOP TELLING THEM


CONFIDENTIAL

RULE #2 – RAMP UP WITH A GAME CHANGER

leaders

Make easy Find frustration

sceptics

do not believe

Make aware

unaware

?

yes, you can

Regulate

refusers

forced?

Make desirable

doubters

…

are indifferent

willing

enable themthey are

“Creating desire is about changing the game.”


CONFIDENTIAL

Idea – match dinner with family

RULE #3 – CHOOSE A SIMPLE BEHAVIOR

Complexity in use case app

Complexity interface digital/physical world

!

!

“Things get quickly too complex. It’s extremely difficult to keep things simple.”


CONFIDENTIAL

RULE #4 – SEEK CONVENIENCE IN TECHNOLOGY

Algorithm that can nudge people to healthy food choices through images

“Simplicity and convenience can be found in technology.”


CONFIDENTIAL

RULE #5 – COGNITIVE DESIGN TO CREATE A MAGNET

Two groups of fifth- and sixth-grade students preordered their lunches via computer. One of those groups received messages indicating they had not selected all five components of a healthy lunch. Kids who chose all five of the recommended food items got a screen with a smiley face. Those who did not, got a screen asking if they wanted to go back; while they could decline that offer, the “no” button was grayed out.

“People often lack time and money, they seek social acceptance and routine.”

PUSH PULL


CONFIDENTIAL

Weight is verified to you

loss-goals

RULE #6 –BUILT IN BEHAVIORAL ECONOMICS

3,5xmore weight loss with

treatment group after 4 months

Success enters subject

into lottery

20% → $101% → $100

If you don’t meet your goal you are still in

the lottery

If you win, mail what they

have could won

“Sustainable magnetic pathways are often found in the economics of things.”


CONFIDENTIAL

Employee weight-loss plans have huge benefits. Employers, in this case, could regulate the market for our client convincing sceptics or even refusers by applying previous #6 rules.

RULE #7 – FIND OTHERS THAT BENEFIT AND ENFORCE

For every $1 spent, wellness programs save $5,93

30%28%

Reduction in workers disability claims

Less sick leave

26% Less medical costs

“New coalitions can enforce and regulate the market towards growth and maturity.”


CONFIDENTIAL

ARE YOU READY TO COOK YET?CONCLUSIONS AND KEY TAKE AWAYS


CONFIDENTIAL

Towards a model for behavioral change


CONFIDENTIAL

BEHAVIOR CHANGE MODEL FOR YOUR COMPANY

01

Hook on a game changer

Instead telling people to change, build upon new motivations

02

Create simple behavior

Overcome their fears by using smart technologies and simple user actions

03

Offer exciting steps

Create magnetic paths with cognitive design and behavioral economics

04

Use regulators

Enforce with creative ‘coalitions of willing’

Google GlassA game changer only is not sufficient.

Taking most of the time and effort in projects


CONFIDENTIAL

THE USER BEHAVIORAL LADDER

We still develop products and

systems with focus on technology

Non behavior centric

1

We take care of our products in a way

they offer convenience to users

Behavior as usability

2

We adopt user centricity as a vector

for competitive differentiation

Behavior as x-factor

3

We intent to change behavior and make money out of this

Behavior as strategy

4


CONFIDENTIAL

1. In a product economy change management simply doesn’t work. But the principles remain however.

2. You should design products and environments around the desires of your audience.

3. New competences emerge to achieve this level of transformation

• cognitive design

• behavioral economics

4. Design Thinking is very supportive

5. Reaching an entire change takes passion and time

TRANSFORMATION REQUIRES PEOPLE TO TRANSFORM …


CONFIDENTIAL

Innovation Day is an initiative of Masters in Innovation, the umbrella brand of the Verhaert Group which aims to connect, train and accelerate professional innovators.

KruibekeBelgiumHogenakkerhoekstraat 21B-9150 KruibekeT +32 3 250 19 00E [email protected]

www.verhaert.com

NivellesBelgium

NoordwijkNetherlands

Av. Robert Schuman 102B-1400 NivellesT +32 67 47 57 10E [email protected]

www.lambda-x.com

Kapteynstraat 12201 BB NoordwijkT +31 71 760 05 50E [email protected]

connect.verhaert.com

INDUSTRY

TECHXFER

MEDICAL

AEROSPACE

TECHXFER

FMCGCONNECT

TECHXFER

FMCGCONNECT

MEDICAL

AveiroPortugalAv. Dr. LourençoPeixinho 96D 4o3800-159 AveiroT +351 234 604 088E [email protected]

www.load-interactive.com

CONNECT

GentbruggeBelgiumBruiloftstraat 55-57B-9050 GentbruggeT +32 9 330 27 90E [email protected]

www.moebiusdesign.com

ON SITE CONSULTANCY