- Paperback: 394 pages
- Publisher: O'Reilly Media; 1 edition (25 Nov. 2013)
- Language: English
- ISBN-10: 1449367623
- ISBN-13: 978-1449367626
- Product Dimensions: 17.8 x 1.9 x 23.3 cm
- Average Customer Review: 4.2 out of 5 stars See all reviews (5 customer reviews)
- Amazon Bestsellers Rank: 131,816 in Books (See Top 100 in Books)
- See Complete Table of Contents
Designing for Behavior Change: Applying Psychology and Behavioral Economics Paperback – 25 Nov 2013
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Applying Psychology and Behavioral Economics
About the Author
Stephen is a behavioral social scientist who serves as the Principal Scientist at HelloWallet, an independent financial guidance company. He conducts original research on financial behavior and coordinates the research efforts of HelloWallet’s advisory board of leading behavioral economists and psychologists.
At HelloWallet, he’s helped build an engaging product that helps users take control over their finances. The impetus for this book comes from the challenges he and the rest of the HelloWallet team faced along the way, as they learned to apply the behavioral literature to consumer products and consulted with companies similarly searching for effective ways to enable behavior change.
Prior to joining HelloWallet, Dr. Wendel co-founded two IT companies, and conducted research on the dynamics of political behavior. He’s the co-founder of Action Design DC, a Meetup of over 800 practitioners and researchers applying behavioral science to their products, and serves as a mentor at 500 Startups and 1776 DC. He and his wife live in the DC area, with a small kid who loves to sing.
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Top Customer Reviews
The book helps you figuring out the goals of your product, from start to finish, from listing up the goals you want to achieve with your product. To defining the ways to measure you succeeded this goal. The nice thing about the book is that most of it is also backed up by actual science which is great. Examples are included which clarify what kind of behavioral change can be expected when your product is being used.
Examples of topics discussed in the book are “Identifying Obstacles to Behavior Change”, “Learning and Refining the Product”, “Measuring Impact”. The book ends with Common Questions and the start-to-finish after all the “theoretical” chapters. Also nice are the appendices which contains a list of resources to deepen your knowledge about the topics discussed. A book which includes a chapter “Biography” is always a delight.
A great book and I would keep it on my desk and return back to it as a reference.
It was a really good read and for my personal practice has helped me to focus on the goals that I am trying to achieve or attain when designing. It has also brought back into focus for me a lot of the information that was in books such as Barry Schwarz's The Paradox of Choice and Nudge by Richard H. Thaler and Cass R. Sunstein.
If you read nothing else, read the end of each chapter - On a napkin. This will give you the summary and the intent of each chapter. Also, take a look at the Create Action Funnel - the five stages that a potential action has to pass in order to be undertaken. (p.40) I would recommend that you read the whole book though.
The book focuses on behavioural change as a result of good product or service development. What was really impressive was that it talks about the product not just in the context of use but in the context of the user's life. It's well balanced with business goals and user goals but ultimately comes back to what you should be doing and aware of (as a designer) to get your users to change their behaviour. It provides a framework that you will no doubt recognise aspects of and talks you through applying this. It recommends mapping each of the audiences needs to the organisation's needs so that you get a nice, balanced approach.
It unpacks human behaviour in a lightweight, easy to understand way. It talks about habits, intrinsic and extrinsic motivations. How people make decisions based on heuristics and not consciously at all - something that I know I haven't always kept in mind but should do. If you
haven't looked at too many psychology resources and gained an understanding of how and why humans behave the way they do in given situations, this book does help with that.Read more ›
Want to lose some weight? Put the junk food on the top shelf in the basement.
When we tweak the environment to make bad habits difficult to engage in, our behavior changes.
This works with encouraging good habits, too.
Want people to do more recycling? Make the recycling bins extra large.
Want your employees to eat more healthily? Make the salad bar the first thing they see in the canteen.
"Designing for Behavior Change" looks at the various ways in which the design of (digital) products or services can change behavior DIRECTLY.
Which is exactly the opposite of what advertising has been doing for the last 100 years.
Whether we have yelled at people or tried a more creative approach, our industry has always assumed that attitudinal change precedes behavioral change.
For people to change their behavior, we first have to change their attitudes.
Wrong, says Stephen Wendel: Effective behavioral change is not the product of persuasion, but of strategic interface design.
What's more, after adopting a new behavior thanks to a clever design change (= do more recycling because of bigger recycling bins), people will actually change their attitudes, too (= consider themselves environmentalists).
Want to be a truly effective communicator?
Let the actions influence the beliefs.
Let the attitudes revolve around the behavior.
Wendel's book could mark the start of a Copernican Revolution in advertising.
Buy it, and you won't miss it.
It has a distinct pragmatism long awaited for and which is not found in similar publications.