Behavior design gives you a scientific base for decision making
The behavior of your visitor determines your results.
If you are looking to maximize your results, your design should be in tune with what your customer expects and does.
If it’s not you will lose the attention of your customer, and he will get frustrated or do things that aren't desirable
Basically: you will miss out on opportunities and lose profit.
That’s why in behavior design we start from the perspective of the user, to design your website, app, email, …
How do I design for specific behavior?
Quality research about your users is the foundation for every successful behavior design. After all they are the ones using it. A combination of qualitative and quantitative research provides the best insights.
We are not only looking for what’s going wrong but also why? It’s the only way to design well founded solutions.
2. Behavior psychology
The results from research are combined with psychology based techniques.
By doing so we manage to create intuitive designs based on the natural behavior of your customers.
How to apply this knowledge to your designs?
The Fogg Behavior Model
We use The Fogg Behavior Model to apply the tactics in a structured way.
BJ Fogg is a behavior scientist and founder of the Behavior Design Lab at Stanford University. His students are app creators that later start companies like Instagram for example.
He developed a simple model to help us understand, analyse and design behavior.
It looks like this:
Behavior happens when the three elements of MAP - Motivation, Ability and a Prompt - come together at the same moment.
Motivation is your desire to do the behavior. Ability if your capacity to do the behavior. Prompt is your cue to do the behavior.
This model helps to apply the techniques
Each factor of the model can be influenced by certain techniques originating from behavior psychology.
This is how we systematically evaluate customer journeys.
What’s going wrong? Which techniques can we use to improve it? Do we need to motivate people? Or do we need to make it easier for them? Or maybe you are just missing a convincing prompt.
Can I learn all of this?
During our collaboration you will not only learn these techniques, but you will also learn the whole process and methodology.
This gives you a structured way to create new and effective designs.