Changing human behavior with behavioral design
#62: How can we change human behavior with behavioral design
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Changing human behavior with behavioral design
In previous editions of the newsletter, I’ve mentioned several concepts and methods that allow us to influence human behavior. I’ve written about approaches such as The Hooked Model and nudges, as well as cognitive biases. When used thoughtfully, these tools can help change user behavior in a natural and unobtrusive way, making it easier and faster for people to make decisions that help them reach their goals, while also benefiting the organization.
This time, however, I’d like to take a step back and introduce the foundation behind all of these tools. They are all part of a larger concept known as behavioral design.
What is behavioral design
Behavioral design is an approach focused on influencing human behavior. Its effectiveness comes from combining cognitive psychology, behavioral economics, and user experience. Understanding how people think and make decisions enables the creation of products that naturally guide user behavior in a way that supports their own goals.
It is important to note that behavioral design should not be used to manipulate users, but rather to understand why they make certain decisions and how that insight can help support them in reaching their goals and gaining value.
It is also worth mentioning that behavioral design is not a required part of every design process. In many cases, the products we create are simply meant to solve user problems in a straightforward way, without aiming to change their behavior.
Foundations of behavioral design
The foundation of behavioral design lies in understanding how people think and make decisions. It will probably come as no surprise that I’ll start by referring to Daniel Kahneman and his theory, which explains that the human brain operates using two systems:
System 1 works quickly, automatically, emotionally, and intuitively, while
System 2 is more logical, deliberate, and slower.
Most everyday decisions we make are driven by System 1, which means we often do not act rationally. We are influenced by context, mental shortcuts, and emotions. Behavioral design operates at this very level.
An essential part of System 1 and behavioral design is the use of heuristics, which are simple mental rules and shortcuts the brain relies on to save energy. These shortcuts can sometimes lead to cognitive biases. By understanding and applying these mechanisms, we are able to anticipate and shape user behavior.
You can learn more about cognitive biases in this article:
However, heuristics and biases are not the only mechanisms involved in behavioral design. We can also influence human behavior using approaches such as the Hook Model, the Fogg Behavior Model, or nudges, all of which are also based on how cognitive biases shape our decisions.
You can read more about nudges and the Hook Model in these articles:
In the context of behavioral design, there is also a focus on shaping the environment in which users make decisions. This includes the situational context, such as time, place, device, or emotional state, as well as microinteractions and micro-decisions, like quickly choosing between two available options. This shows that behavioral design does not always involve large changes. Sometimes, small interface elements can have a meaningful impact on user behavior.
It is also important to highlight that behavioral design is grounded in behavioral economics, which examines how psychological, emotional, cultural, social, and cognitive factors influence economic decision-making.
Finally, behavioral design does not work the same way for everyone. Its effectiveness can depend on individual user traits, cultural context, and level of awareness. This is why it is essential to test and iterate on design solutions to make sure they are effective in a specific context.
Why is it worth your attention?
Behavioral design is extremely important from a UX design perspective. It not only provides us with tools for influencing human behavior but, more importantly, helps us understand what people do and why. This understanding allows us to support users in making faster and more effective decisions that are beneficial to them, which in turn improves their overall experience with our product or service. When applied well, behavioral design can turn a user's intention into action. Most of us probably want to save money or be more physically active, and behavioral design makes those choices easier and sometimes even strongly encourages action.
Users are often overwhelmed with information, unsure about which decisions to make, and tend to postpone them. Behavioral design helps create environments that support decision-making and goal achievement by reducing cognitive load and simplifying choices.
It also allows us to better understand our users and focus on their actual behavior, not just what they say they will do. It shows us that users do not read everything carefully, they procrastinate, and they often act impulsively and emotionally. This can lead to decisions and behaviors that are not in their best interest. As designers, we have the opportunity to influence whether the decisions users make will truly benefit them.
It is important to emphasize once again that behavioral design is not about creating dark patterns. It is about supporting users in making choices that are primarily beneficial for them and helping them reach their goals.
These kinds of design choices directly improve the user experience, which naturally brings positive outcomes both for the user and for the organization. Users are able to reach their goals more easily and efficiently, while organizations benefit from more effective products, increased conversion rates, and higher engagement.
Implementation
To successfully apply behavioral design in practice, the most important thing is to understand your users. What are their problems and goals, and if it’s an existing product, why are they not taking action? Qualitative research methods such as interviews and usability testing can be particularly effective here.
Next, it’s important to define the goals and behaviors you want to encourage. You need to be clear about what action you want the user to take and why it will be beneficial for them. It's also helpful to analyze the user journey and identify the moments when a decision is required. Tools like a user journey map or empathy map can be useful in this process.
Once you have this information, you can move on to selecting the most suitable tools for the specific situation. As mentioned earlier, this could include The Hook Model, nudges, the Fogg Behavior Model, EAST, or MINDSPACE, as well as leveraging cognitive biases, which are also the foundation of many of these methods. Sometimes, small interaction changes, such as adjusting the style or copy of a button, can effectively influence behavior.
Finally, make sure to test, iterate, and optimize. You need to confirm that your solution works as expected and refine it based on user feedback and research insights.
Ethics in behavioral design
Ethics in the context of behavioral design and the tools that support it is a topic I always bring up. This time is no different.
Behavioral design can be used to gently and naturally influence user decisions, but it can also be used to manipulate them for the sake of maximizing organizational benefit. That is why it is essential to ask yourself which of these two outcomes your design supports. Behavioral design is definitely not meant for creating dark patterns.
Always make sure you are not misleading the user, and ensure that they feel they are in control at all times.
Informative read! Are there some good behavioural design courses / books you recommend?