DESIGNING INTERVENTIONSITBA Workshop Day 2

Mark Nelson & Margarita Quihuis

Stanford Peace Innovation Lab

ITBA, Buenos AiresNovember 14, 2012

Goals• Behavior Design Overview

• Design Thinking Overview (abbreviated)

• Create a Design Brief

• Create a prototype per the design brief (to apply the process)

• Test (measure effectiveness - what preliminary data can we collect?)

• Present your solution

But First A Moment For Reflection

Checking In on the Experience So Far

We have been:• Fast• Hands On• Team Oriented• Results Oriented

Behavior Design Overview• Fogg Behavior Model• Behavior Grid• Designing for Action

Fogg Behavior Model

Motivation

SocialCohesion

Sensation

Anticipation

Ability

• Time• Money• Physical Effort

• Brain Cycles• Social Deviance• Non-Routine

Increased Simplicity = Increased Ability

Simplicity Matters

Chain The Behaviors

Triggers can lead to a chain of behaviors so...start with the simplest effective behavior...(in startups, this would be minimum viable product)

Floss one tooth

Fogg Behavior Grid

Persuasive Technology Design Loop

Pick a Technology

Platform

Pick a Positive Engagement

Behavior

Choose a Metric

Create Fast Intervention Prototypes

Measure Impact of Prototypes

Repeat

DESIGN THINKING OVERVIEW

Design Framework• Empathize• Define• Ideate• Prototype• Test

Field Research

Your goal in engaging in early ethnography research is not to validate a specific set of questions you have to get a statistically relevant answer. Your goal is to step back, watch and listen, and be inspired and surprised by what stakeholders of your chosen brand have to offer you. Remember this rule.

Key Take Aways

1 USER Unpack their emotional state.

2 EXPERIENCE Map the user’s journey through.

3 GAPS Identify gaps in the experience.

Field Research Guidelines1. GO WITH A FRIEND

This makes it a lot more fun and a whole lot more manageable. Switch back and forth being the person who engages and the person who documents + photographs

2. BE PREPARED Bring a notebook, a camera and backup material (like business cards). Practice your introduction i.e. “Hi, I’m a student working on . . . “

3. GET IN THEIR SHOES Feel the experience to really truly understand it. This also allows you to build rapport and empathize with other users very quickly.

4. PERSIST W. RESPECT You will fail to engage a lot. People will turn you down for one reason or other. Do not be discouraged. Try multiple channels at multiple times. Be patient.

5. MINE THE GAPS Watch for contradictions. If someone is saying positive things about a brand but is frowning or pausing awkwardly, ask why. And vice versa.

6. SHOW AND TELL If you feel comfortable, ask your user to show you what he means, by sharing with you artifacts or miming. You never know what you’ll learn.

PROTOTYPING

Prototyping• For Empathy• To Test• To Decide• User Driven• Wizard of Oz

Prototyping StepsStart by gaining empathy.

1. InterviewNotes from your first interview

2. Dig DeeperNotes from your second interview

Reframe the Problem

3. Capture FindingsGoals and wishesInsights

4. Take a Stand with a Point of View

Ideate: Generate Alternatives to Test

5. Sketch at least 3 radical ways to meet your user’s needs

6. Share your solutions & capture feedback

Iterate based on feedback

7. Reflect and generate a new solutionsketch your big idea, note details

Build and Test

8. Build your solutionMake something your user can interact with

9. Share your solution and get feedbackwhat workedwhat can be improvedquestionsideas

DESIGN BRIEF

Elements of A Design Brief• It tells a story• Features protagonists• Vignette that illustrates the situation we want to address• Solution’s design constraints are defined

Thought Experiment: Paper or Plastic

Paper or Plastic?

Prototyping StepsStart by gaining empathy.

1. InterviewNotes from your first interview

2. Dig DeeperNotes from your second interview

Reframe the Problem

3. Capture FindingsGoals and wishesInsights

4. Take a Stand with a Point of View

Ideate: Generate Alternatives to Test

5. Sketch at least 3 radical ways to meet your user’s needs

6. Share your solutions & capture feedback

Iterate based on feedback

7. Reflect and generate a new solutionsketch your big idea, note details

Build and Test

8. Build your solutionMake something your user can interact with

9. Share your solution and get feedbackwhat workedwhat can be improvedquestionsideas

Contact UsMargarita Quihuis, Director, Stanford Peace Innovation Lab

quihuis@stanford.edu

Mark Nelson, researcher, Stanford Peace Innovation Lab

nelsonmm@stanford.edu

Website: Http://peaceinnovation.stanford.edu

Twitter: @peacedot

Facebook PeaceDot Page: http://www.facebook.com/peacedot

Facebook Peace Innovation Page: http://www.facebook.com/peaceinnovation