25 January 2011

The ABC of behavioural change

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Jodie Moule, a psychologist and co-founder & director of Symplicit, an experience design consultancy based in Australia, describes on Johnny Holland what it takes to change someone’s behaviour.

“Design has always facilitated change in behaviour, especially in the area of technology, but it seems lately that design for behaviour change is in the forefront of people’s awareness. Part of the challenge is understanding what actually influences someone to change their behaviour in the first place.

As experience design researchers we quite often focus on what people do, and why they do it, so we can incrementally design better products, services and systems to ultimately improve the customer perception of a client’s brand. However, one of the most important things we need to be mindful of when designing for behaviour change is that we must also focus on the ‘future’ view of how we want people to behave with what we create. We need to consider the end-state behaviour ideals that we are aiming for when we are designing.”

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