Delft Design Guide -Revised edition. Annemiek van Boeijen
It can also target raising awareness, influencing a social change, or facilitate a cognitive change.
For example, when you design a smart pill box that selects the right daily amount of medication and sends persuasive reminders to patients when they did not take it, the behavioural goal of the designed device is clearly communicated to the patient. In this case, ethical concerns might involve questions regarding patient dependency and trustworthiness of the system. In nudging practices, the behavioural design goal is often not clearly communicated to the user. For instance, a candy shop may try to persuade people to buy their candies by placing them at a grabbing level near the counter. In these cases, people are influenced by product placement without knowing it, and this might even conflict with the person’s personal behavioural intentions, such as to eat healthy.
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Mindset: DfBC raises ethical questions. The importance of an ethical discussion depends on the product or service and the situation.
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References & Further Reading: Prochaska, J.O., & DiClemente, C.C., 1983. Stages and processes of self-change of smoking: toward an integrative model of change. Journal of consulting and clinical psychology , 51(3), 390. / van der Kooij, K., Hoogendoorn, E., Spijkerman, R. & Visch, V., 2015. Validation of games for behavioral change: connecting the playful and serious. International Journal of Serious Games , 2(3), 63-75. / Cash, P.J., Hartlev, C.G., & Durazo, C.B., 2017. Behavioural design: A process for integrating behaviour change and design. Design Studies , 48, 96-128./ Darnton, A., 2008. An overview of behaviour change models and their uses. GSR Behaviour Change Knowledge Review (p. 81). Retrieved from https://research.fit.edu/media/site-specific/researchfitedu/coast-climate-adaptation-library/climate-communications/messaging-climate-change/ Darnton.-2008.-Behaviour-Change-Models--Uses.pdf
Tips & Concerns
Take ethical issues into consideration. See the section ‘Mindset’.
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For a good understanding of individual behaviour, you need to understand the sociocultural context people live in.
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Work together with multiple stakeholders and disciplines, such as those in psychology and anthropology, implementation partners, and intended users.
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Focus not only on quick and short-term motivations for behavioural change but also include long-term motivational strategies.
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Anticipate the possible unexpected outcomes as well as the difficult and sensitive situations.
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Design processes for behavioural Change are typically iterative and involve co-creation sessions and observations.
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Limitations
Influence of designers through design is limited. In practice there are many, sometimes unforeseen factors on a personal and societal level that will influence a person’s behaviour and the effect of your intervention.
Design for Behavioural Change (DfBC) concerns designing products and services with the aim to change people’s behaviour. A behavioural change project is multi-disciplinary in nature. Design interventions often support people to create awareness and help them either realise an intended behaviour or maintain a preferred behaviour.
perspectives
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23
How? Various approaches and methods are developed to support Design for Behavioural Change. Persuasive Game Design in this guide offers a design recipe for a behavioural change involving
motivating game elements. The card set Cards-for-Change can be used for discovering and selecting existing behavioural change techniques that can be used in your design.
design to inspire
design to delight
design for desire
Appraised personal significance
Emotional stimulus
i AM
USEFUL
i AM
rightful
i AM pleasurable
USEFUL
activity
rightful
activity
pleasurable
activity
USEFUL
product
rightful
product
pleasurable
product
Humans form emotional connections with objects on three levels: the visceral, behavioural, and reflective levels. Plutchik’s Psycho-evolutionary Theory of Emotion helps categorize emotions into primary emotions and the responses to them.
Designs which tap into the user’s emotions are considered to do more than just respond to their stated needs and provide a greater level of user experience. Musicians can form highly beneficial relationships with their instruments. Research results showed that many musicians express feeling ‘at one’ with their instrument. Those considering it as ‘part of themselves’ experiencing more confidence and less anxiety when performing. Image: violinist and conductor David Oistrakh (1908-1974)
22. Design for Emotion
How? You can use various methods to measure emotions, such as PrEmo (see ‘Product Emotion Measurement Instrument’). You can also use interview techniques to explore the relationship between emotions and the underlying goals and needs:
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Concerns: Determine the underlying con- cerns of the user by asking three ques- tions. First, what are their goals? These can refer to objectives such as things they want to accomplish or see happen. Second, what are their standards? This can involve the expectations and beliefs about how they themselves, other people, and objects should behave or act. Lastly, what are their attitudes? This refers to dispositional likings or dislikings for qualities of objects, people, or activities. All these concerns should be formulated
not only in relation to objects – as in, the product to be designed – but also in relation to the activity that is enabled or supported by the use of the product and