What is Behaviour Design? What isn't it?

Behaviour design is a system of models and methods that helps us more accurately describe behaviour. It allows us to find the most actionable versions of the aspirations or outcomes we're designing for — and then make those things easier to do.

That's the quick version. How about the longer one?

Behaviour design is best known as interdisciplinary approach that draws from social psychology, behavioural psychology, design thinking, and economics. The models and methods that I use come primarily from the Behaviour Design Lab at Stanford University and the work of BJ Fogg. It is a pragmatic, human-centred approach to describing — and designing for — the behaviours most relevant to what we're trying to achieve.

Behaviour design shares many traits that you may recognize from design thinking and behavioural economics. Great product managers and UX designers are typically quite good at designing for behaviours. You will also see examples of great behaviour design in the products and services that are deeply integrated into your life. Some of these are additive. Others are... Not great. That's why Truffle Badger has a focus is on facilitating human health and thriving.

Behaviour design isn't abstract

For the past 20 years, I've worked primarily in the space of health and fitness, with a focus on solutions that are strengthened by social support. On my journey, I have seen how fundamental human drives toward health and thriving often falter — in spite of a deep well of intrinsic motivation. In short, people often struggle to achieve the things that are important to them. Helping them navigate those challenges feels like meaningful and important work. It's the kind of work I'd like to help you with.

In understanding how to create lasting behaviour change, I have had to to understand how the frictions in our day-to-day lives affect our customers, clients, and users — and how to resolve them. The answer is not always intuitive. Adding information or trying to increase motivation are approaches that tend to be overused. Especially considering that they are seldom the best tool(s) for the job.

If you've built a great product or service, there will be plenty of motivation to engage with it. However... before that happens, you need to address the constraints within your customers lives. These are what create friction for new behaviours. If your product's design doesn't counterbalance those challenges, it won't reach its potential.

Behaviour design isn't manipulation

We are not trying to control anyone's behaviour. This doesn't mean that motivation is never addressed in behaviour design. However, we recognize that the most stable and reliable changes come from increasing clarity in key moments, increasing a person's ability to take action, or by supporting change. We need to consider frictions in the real world much as any designer would in their own medium.

Behaviour design is mindfulness — on an organizational level

I'm not talking about meditation sessions at your Tuesday stand-up. I'm talking about clarity about the actions available in the present moment. That's because behaviour is how we connect the present to the future. It's a real-world API that is powered by action.

When you share this process with your team, it gets everyone aligned on what actions will best connect to the future you are trying to build. When you apply this process to customer behaviour, you increase its potential to change lives.

To explore things in greater depth — and see if a workshop is right for you, book a time to learn more.