While today’s market offers numerous products and services to help customers to reach their individual needs, creating products that actually create success is extremely difficult. Changing behaviours need to be considered by designers. Traditional design methods are often not enough these days to effectively overcome complex behavioural challenges.
So, throwing out the old, we get to the new, four stages of behaviour design which can be used by designers to evaluate the behavioural effectiveness of products and services.
1. How to grab attention
The very first thing that must be achieved is grabbing attention and answering the customers’ question of ‘why should I care?’ Even the very best product in the world will not sell if it does not get attention and portray its message.
Make it interesting – Invite people in with attention grabbing aesthetics, engaging stories or enticing motion design
Create an emotional response – Craft designs that will stand out and become memorable by focusing on emotions. Consider options such as loss aversion and scarcity.
Be personal – Customers will respond positively to customised, personalised messages that are relevant to them, their values, behaviours and interests.
2. How to influence decisions
When you have your target audience engage and interested you must next provide a convincing, concise argument that will encourage them to take action.
Content – Provide content with straightforward, clear and free from jargon. Be specific and simple in your messages, answer questions and help them to make their decision.
Recommendations – When people are offered recommendations they are more likely to actually do something. Offer the next step or option in a concise manner.
Reframe – Your message can be used to alter perceptions and encourage a certain behaviour. Anchor people to a clear choice, entice them with scarcity and/or use social comparison and social proof to motivate.
Benefits – All customers want to be informed about what is in it for them – extrinsic rewards such as money or discounts, or intrinsic rewards such as appealing to their very values and motivations.
3. How to facilitate action
Once the decision has been made to act the next stage is to assist customers to follow through and convert by making the entire process as free from barriers and easy as possible.
KISS – Break the actions of conversion down into small, easy achievable steps.
Guide – Shape the action experience in a way that encourages action – call outs, predetermined defaults, and walkthroughs.
A plan – Help customers to make a plan, to set goals and to commit to actions. Consider reminders and follow ups to keep them on track.
Triggers – Trigger customers to take action at the times that they are the most motivated and actually able to take action.
4. How to sustain behaviour
For many products and services a one-time action is not the end goal. Continuing, repeats behaviour should be encourage to build a relationship and provide a sense of progress over a period of time.
Relationships – Design for experiences that grow over time and will improve as customers learn more about the product and as the brand learns more about its customers.
Celebrate – Reward with positive feedback and provide evidence of progress. Think about a variable rewards schedule that can increase engagement and reinforce the behaviour change.
Intrinsic motivation – This is the ultimate driver of long-term behaviour change and when you provide a sense of purpose, social connection, self-expression, mastery, autonomy and status, people will be drawn to the product that provides this experience.
Designers need to consider the entire range of experiences that customers go through when utilising a product or service. When we understand the behaviours and motivations we can engage them. Using a behavioural slant to view customers and products we can identify the stages in the journey, how it can be better and ensure designs are strengthened to limit the risk of our products simply being forgotten or worse, ignored.
To learn more about behavioural changes and design contact the brand agency Liquid Creativity team, your local branding specialist.