rani-saad-sanitized

innovation with behavior in mind

rani saad october 30, 2012

game

BLUE

we do not always act on our intentions

Behavioral science tells us they behave in odd ways‌

9

Typical breakdown among 100 employees

Out of every 100 surveyed employees

68 self-report saving too little

24 plan to raise savings rate in next 2 months

3 actually follow through Choi, Laibson, Madrian, Metrick (2002)

how do we bridge the intention-action gap?

designing with behavior in mind requires

a different representation of us

Deliberate Logical Slow Self-aware Effortful

Fast Intuitive Error-prone Not voluntary

the impact is

large

___ Enroll in 401(k) ____ Deduction ___ Not to Enroll in 401(k) ____ Change Deduction

(Johnson & Goldstein, Science, 2003)

Sweden

Portugal

Poland

Hungary

France

Belgium

Austria

Germany

United Kingdom

Netherlands

Denmark

Effective Consent Rate (%)

Organ Donation Rates

100

80

60

40

20

0

Pennsylvania Democratic Primary Voters

Untreated Control

Standard GOTV

SelfPrediction

Reminder

Reminder ✚ Do you intend to vote?

PlanMaking Reminder ✚ Do you intend to vote? ✚ If yes: What time?

How will you get there?

Where will you be before?

(Nickerson & Rogers, 2010)

Increase in Turnout 5% 4.1% 4% 3% 2.0%

2% 1% 0% -­‐0.2% -­‐1% Standard

(Nickerson & Rogers, 2010)

Self-­‐predic7on

Plan-­‐making

Story about vaccinations Information only: 3% Information, map, plan: 28%

Photo: Andres Rueda, Flickr Creative Commons

(Leventhal, Singer, and Jones , 1965)

2-3% reduction in electricity use equivalent to raising prices 18-34%

Behaviorally-minded approaches matter in big and small ways

Often overlooked design features matter…

– a lot – an unreasonable amount for their size This is the sponge (or thinking we’re always Spock and never Homer)

examples of behaviorally informed products

Changing minds: time inconsistency

Clocky