HowtoMotivatePeople:EvidenceforMeasurement-basedBehaviorChangeTechniques

Katie Patrick, Hello World Labs @helloworldlabsSille Krukow, Krukow @sillekrukow

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DESIGNING CONSUMER BEHAVIOR

SILLE KRUKOW Visiting Professor, Founder & Behavioral

Design Director

Behavioral Design Experts WHO WE ARE

Consumer insights Behavioral designs / field tests Implementation

Viable and longterm relationships NEW METRICS

Make the right decision easy NEW METRICS

Secondary Slide Title MAIN SLIDE TITLE1.

Treatment DOOR #1

Motivation Knowledge Regulation

Understanding & celebration DOOR #1

Secondary Slide Title MAIN SLIDE TITLE2.

New perspective DOOR #2

Behavior

AmbitionKnowledge

90% of behavior is automatic DOOR #2

Surroundings Instinct Biases

Choice architecture DOOR #2

Our decisions are biased CASE

Sustainable habits CASE

Effect CASE

45%

Give good directions KRUKOW

LEFT

KRUKOWChange best practice

KRUKOWChange best practice

KRUKOWEffect

79%

KRUKOWViable business

-31% -11%

DOOR #2Outside-in-methodologies

DESIGN RESEARCH

BEHAVIO

RAL M

AP

EVALU

ATIONRESU

LTS FOCUS

SITUATION WRAP UP

TES

T P

HA

SE

PROTO

TYPES & PROTOCOLS

DOOR #2 Activate big data and test

We think we know… TEST

TEST We think we know…

Choose intervals that you are 98% sure of!

TESTBut we dont!

25,000

When designing behavior RULE OF THUMBS

RULES OF THUMB

Predict human error DOOR #2

Close to the decision making DOOR #2

Combination treatment DOOR #1 & #2

Motivation, knowledge & regulation

Choice architecture

Make the right decision easy BEHAVIOR

Adding new metrics & tools NEW METRICS

Behavioralassessment & activation tools

HOW TO SAVE THE WORLD IN 10 STEPSBy Katie Patrick, Hello World Labs

EventsProtests

Apps

Books

Documentaries

Conferences

Studies

Art

Media coverage

Blogs

Networks

Are we actually doing anything?

EDUCATION CONCERN ACTION ?

VALUE ACTION GAP

Frustration >> Excitement

+ +

Data

Game design

Behavior change

All problems can be broken down into two halves of measurement and behavior change

Measurement Behavior

The Problem The Solution

+

Are you ready to save the world?

Let’s dive in

#1 DATAIdentify your problem as a

real world metric

“You can achieve amazing progress if you set a

clear goal and find a measure that will drive

progress toward that goal. This may seem pretty

basic, but it is amazing to me how often it is not

done and how hard it is to get right.”

Bill Gates, 2013 Annual Letter

“Merely measuring something has an uncanny

tendency to improve it.”

Paul Graham, Y Combinator

“One accurate measurement is worth a thousand

expert opinions”.

Computer Scientist & Admiral Grace Hopper

Clicks

Customers

Market share

SalesPage

Impressions

Followers

Press coverage

SO WHAT?Likes

Donors

Signatures

Members

Subscribers

Active Users

BUSINESS METRICS

Revenue

Road deaths

Pounds of trash

Nutrition consumed

Trees savedBody fat

percentage

Animals lives saved

Inequality ratio

THE REAL GOAL

Suicide rate

PPM of Dioxin

Kilograms of carbon dioxide

Gender pay gap

Clicks

Market share SalesFollowers

Users

REAL WORLDMETRIC

BUSINESS METRICS

← GOD

WHY

HOW

Business metrics support your real

world metric

Examples of real time data driven change

LEED Dynamic Plaque

Chai Energy

Bidgely

Eon Energy

Wattson Light

Ambient Orb

40%

Bluesky thermal mapping

Watersmart

Air Quality Egg

Atmo Tube

Planet Labs

Vinli car data

MIT trash track

Cyclist Counter

Zerowastify

Trucks

Bins

Truck fitted with RFID reader and scales

reads weight and ID of bin

ResidentsResident puts out a smaller amount of

garbage to improve score

Bin fitted with RFID tags

Residents are motivated to study zero waste actions

Cool! I’m so excited to go zero waste!

Sustainability 1.0

Certifications & eco labels

Data driven change

Sustainability 2.0Sustainability 1.0

Disclosing data, otherwise known as targeted transparency or smart disclosure, can create

dramatic change.

Toxic Release Inventory

45%

Simply requiring businesses to disclose their toxic chemical usage to the EPA

spurred a 45% reduction in toxic releases throughout the United States.

“This unanticipated consequence suggested that all by

themselves, disclosure requirements might be able to

produce significant emissions reductions.”

Annual Review of Economics, University of Chicago

Who needs better measurement?

Startups to make real

impact, not just clicks

Government to make sure

their programs work

Eco certifications to focus on change for

than marketing

Corporations to make real

green progress and not

green-wash

NGOs to make effective

progress and not just get

members and donations.

Community Builders

to make change and not just get

build social networks.

Impact Investors

to ensure their investments are

creating change, not just

an ethical image..

#2 GOALDetermine your goal as the same real

world metric

From here to there

400 kg per year 75 kg per year

#3 VISUALIZATIONVisualize your utopian future world

Social norms

We can’t use images of what we don’t want to move people towards the world (or behavior)

that we do want.

People will unconsciously imitate the undesirable ‘normal’ behavior you present

Your her

itage is

being

vandalis

ed every

day by

thieves

Utopian visualizationNegative norm

Utopian visualizationNegative norm

Utopian visualizationNegative norm

Do the thing This is the prize

“Your imagination is the roadmap to the future”

“If you want to build a ship, do not drum up the men

to gather wood, divide the work and give orders.

Instead, teach them to yearn for the vast and

endless sea.”

— Antoine de Saint-Exupery

French aristocrat, writer, poet, and pioneering aviator

Imagine the news of the future

FUNCTION SENSES EMOTIONS

Illustrate your beautiful world

#4 IDEA STORMBrain storm as many ideas as you can

from your visualization

Is idea bias killing your creativity?

Is this you?

My idea!

Ideas that move your data metric should be plentiful like a oak tree growing acorns.

The tree (the problem) remains consistent, but the ideas are frequently invented, sprouted, iterated, tested, and let die.

When you start measuring your success by real world

data, something incredible happens to the imagination

Ideas are the precipitation from, or the harvesting of,

deep insight into your real-world data

#5 IDEA EVALUATIONRate each idea as to difficulty vs measurable impact

Chart ideas as metric vs difficulty

Low -- Impact on metric --High

Low

--

Cos

t/Diff

icult

y--

High

Idea #6

Idea #1

Idea #2

Idea #3

Idea #4

Idea #5

Idea #7Idea #8

#6 POLICYIdentify the specific laws in the way of your data goal coming true

Legislation(system)

Behavior change

(individual)vs

?

Legislation is one of many tools that create behavior change

Fines

Disclosure

Regulation

Pledges

Rank

Awards

#7 BEHAVIOR CHANGEMap out your specific behaviors required for your idea to succeed

Actor -> Action -> Result

Behavior == change

1 2 3

CREATE action funnel

PledgesMaking a verbal or written commitment to a behavior increases

a person’s propensity to adopt this behavior.

Engine idling pledge

73%

Recycling pledge

23%

Ride the bus pledge

26%

Foot in the door Asking someone to make a small change first, primes

them to accept a larger change at a later time.

Vs

Which works best?

Signs in the front yard

76%

#8 GAME DESIGNMake saving the world fun

Mastery?

Your story

Narrative?

Identity? Experience?

Positive

associations?

You: The mentor

Your audience: The hero

Social comparison Rewards

(badges, points, stars)

Emotive animals

Progress tracking Reminders Leaderboards

Gamification Techniques

Don’t forget low tech!

Stickers Wall charts Door hangersHome alterations

Opower

3%

The company Opower puts a chart on electricity bills that ranks residents against their neighbours. This achieves 3% average reduction in electricity usage. (1)

A purely symbolic award given to Wikipedia editors increased the share of editors being active by 20 percent.

Awards for Wikipedia editors

20%

Oklahoma city goes on a diet

1m lbs

The Mayor of Oklahoma City challenged his city to lose a collective 1 million pounds after being ranked America’s Fattest City by Men’s Health. More than 47,000 citizens tracked their weight. 5 years later, the city reached its goal .(2)

“Making the player the agent of change . . . satisfying power to take meaningful action and see the results of our decisions and choices."

Feedback of data and progress tracking facilitates personal agency by helping people know they are making a difference.

Agency

“Motivation or empowerment”

Tonnes of crude oil?

Pounds of trash?

Number of trees?

Data literacy

22.2 barrels

1800 pounds

6 trees

Per person?

Per city?

Per team?

Energy Consumption

10%

A review of 38 studies involving energy conservation showed that

feedback about energy used reduced energy consumption by 10 %. (1)

Feedback works

At a university, a feedback sign reporting quantities recycled

increased the quantity of paper recycled by 77%. (2)

Paper Recycled

77%

Feedback works

Cans Recycled

65%

Signs above recycle bins providing feedback about the number of cans recycled during the previous week

increased recycling 65%. (3)

Feedback works

Speeding in School Zones

14%

A display showing the driver’s speed while driving through school zones

reduced speeds by 10%, an effect that lasted several miles down the road. (4)

Feedback works

A design agency hooked an iPad to a tap and displayed real-time feedback on water usage to tap users. Behaviors

changed dramatically and water usage dropped by 75%. (5)

Water Usage

75%

Feedback works

When a Fitbit was introduced to a group of women in a study, their exercise

increased by 38 minutes per week and they added an average of 789 steps to

their existing 6,000 steps. (6)

Fitbit

12%

Feedback works

Feedback loop

Reward Change the

data

Action

Data

Try again

FAST

Our agency (motivation) is proportional to

the lag time in data feedback

ActorData

→ Time Lag ←

(small or none)ActorData

←--------- Time Lag -------→

(long)

High

agency

Low

agency

The cybernetic earth

Reward Change the

data

Action

Data

Try again

#9 TRIBESBond with your evangelists

100 Super loyal

devoted fans

Word of mouth

Imitation

Imitation

Humans copy the behaviors of other humans around them through a process called social diffusion.

“Harvard Professor Finds That Innovative Ideas Spread Like The

Flu: Products, sneezes, and behaviors are spread by networked

contagion. Things don't just diffuse in human populations at random.

They actually diffuse through networks, Today our networks are

the web of relations you have between friends, coworkers,

siblings, and relatives.”

Fast Company Magazine, 2013

This chart provides a visual display of social influence by showing how people of specific behaviors cluster together indicated by colors of nodes.

- Nicholas A. Christakis, M.D., Ph.D., M.P.H., and James H. Fowler, Ph.D. “The Spread of Obesity in a Large Social Network over 32 Years.”

Social influence

Soaping Up

67%

Students in a college gym shower were largely unresponsive to a sign encouraging them to turn the water off while soaping up. After positioning an accomplice to model this behavior, the behavior shot up to 49%, and 67% with two accomplices.

Towel reuse

49%

In a study of towel reuse in hotels, the message “75% of guests staying in this room participated in our resource saving program by reusing their towels more than once” caused 49% of towels to be reused.

Tipping point

#10 TECHNOLOGYDetermine what sensors, IoT, databases, APIs, apps &

games you need

Hardware

Data

Apps / APIs / Games

We are only at the beginning . . .

Indexes: New frontiers of data & game design

Ecological Footprint Index

Happy Planet Index

Living Planet Index

Dow Jones Sustainability Index

Gross National Happiness Index

GIni Inequality Index

City to city competition

43%

78%

14%

6%

Green roof score

New York

Sydney

Detroit

Singapore

Urban heat sinks

Commercial building rank

Rank Address Major tenant Data

1st 726 Harrison St Chase Bank 763 lbC02/sqft

2nd 824 Folsom St Real Estate 652 lbC02/sqft

3rd 299 Market St Trulia 633 lbC02/sqft

4th 823 Market St Google 625 lbC02/sqft

5th 89 10th St Dept of Housing 527 lbC02/sqft

6th 500 Market St Westfield Mall 512 lbC02/sqft

7th 567 4th St Target 499 lbC02/sqft

8th 900 5th St Bloomingdales 476 lbC02/sqft

9th 500 Battery St Wells Fargo 321 lbC02/sqft

Commercial building rank

River & lake health

Rivers & Lakes Leaderboard

Rank Water Body Points Data Trophies

1st Chicago River 543 134 ppm

2nd San Francisco Bay 285 192 ppm

3rd Hudson River 936 197 ppm

4th Mississippi River 125 274 ppm

5th Chesapeake Bay 965 298 ppm

Best Rivers Award Worst Rivers Award

River awards

Campus vs campus

Rank University Points Data Trophies

1st Stanford 9748 354 kwH

2nd UC Berkeley 8374 354 kwH

3rd UC Santa Cruz 7632 354 kwH

4th Yale 3405 354 kwH

5th UC Davis 2054 354 kwH

Animal consumption

New York San Luis Portland BoulderDallas Seattle San DiegoPhoenix

234 lbs

217 lbs211 lbs

149 lbs157 lbs

123 lbs

176 lbs

119 lbs

Amazon trees

New data tools

Think like a tree

Clicks

Root - Data

Twig - Tribes

Branch - Behavior

Trunk - Vision

Leaf - Product

Branches - Ideas

Creativity is the only limiting factor in

saving the world

Coming Soon!

We’re Hello World Labs.

We specialize in designing and implementing measurement and behavior change programs that achieve real environmental results.