What is Behavioral Design?
Behavioral design is a framework to intentionally and systematically changing human behavior through persuasive modification.
Why it so important in marketing?
Because it´s framework permit to create digital products and experiences that are highly relevant to customers and motivate them to engage with you or buy from you.
Key-point in Behavioral Design
#1 It is Framework
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It is a framework for set of ideas that helps us to describe and predict, how and why people predict the way that they do.
#3 It is about Change
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It is all about changing behaviour. Behaviour that you want people
to start doing or stop doing.
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#5 It is Systematic
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It is rooted in observations and experiments from the fields of psychology, neuroscience, and behavioural economics. It is backed by explanations of why people do what they do. It is systematic way to influence a desired behavior, one step at the time.
#2 It is Intentional.
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It is a framework to use deliberately to achieve specific goals (behavioural results).
#4 It is about Persuasion
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It uses insights how our brain operates to persuade people to change their behaviour. It is not about creating coercion. It is about to increase the chance that someone changes their behaviour without forcing them or violating their autonomy or dignity.
How Behavioral Design is
boosting conversions?
Used with permissions by Persuasive Tech Lab
According to Fogg Model to boost behavior (conversion) your goal is to be top right (high motivation, easy to do, a trigger in place).
If you have high motivation and low ability (difficult to do), you’ll get frustration.
If it’s low motivation, but easy to do, you get annoyance.
The elements that impact behavior
Motivation
The more motivated people are to do a behavior, the more likely they will do it
Ability
Ability is simplicity, it is about whether the task is easy to do.
Triggers
Without an appropriate trigger, behavior will not occur even if both motivation and ability are high.
