■ How to influence user behaviour
■ 12 inspirational design patterns in poster form (plus 35 more)
■ Grouped into 6 ‘lenses’ giving different perspectives
Download the poster (it’s a 1.3 MB PDF) – now also includes A4 pages for each lens, for easier printing [Alternative link]
***UPDATE***
The new 2010 Design with Intent toolkit v.1.0 is now available – please have a look at it as well!
Start with the problem
You have a product, service or environment—a system—where users’ behaviour is important to it working properly (safely, efficiently), so ideally you’d like people to use it in a certain way.
Or maybe you have a system where it would be desirable to alter the way that people use it, to improve things for users, the people around them, or society as a whole.
How can you modify the design, or redesign the system, to achieve this: to influence, or change users’ behaviour?
The design patterns
The Design with Intent Toolkit aims to help designers faced with ‘design for behaviour change’ briefs. The poster* features 12 design patterns which recur across design fields (interaction, products, architecture), and there are also 35 more detailed here on the website. Some of the names will be unfamiliar, but we hope the patterns and examples will be understandable, and inspire your own concepts.
Think about how you might apply the ideas to your brief, and what could work given what you know about the problem. If you get stuck, try combining ideas from different patterns: many real examples can be thought of as using two or more patterns.
The patterns are grouped into six ‘lenses’, each offering a different worldview on design and behaviour. The lenses allow you to ask “How might someone else approach the problem?” and ought to help you think outside your initial perspective (or your client’s):
Architectural lens
- Positioning & layout
- Material properties
- Segmentation & spacing
- Orientation
- Removal
- Movement & oscillation
Errorproofing lens
- Defaults
- Interlock
- Lock-in & lock-out
- Extra step
- Specialised affordances
- Partial self-correction
- Portions
- Conditional warnings
Persuasive lens
- Self-monitoring
- Kairos
- Reduction
- Tailoring
- Tunnelling
- Feedback through form
- Simulation & feedforward
- Operant conditioning
- Respondent conditioning
- Computers as social actors
Visual lens
- Prominence & visibility
- Metaphors
- Perceived affordances
- Implied sequences
- Possibility trees
- Watermarking
- Proximity & similarity
- Colour & contrast
Cognitive lens
- Social proof
- Framing
- Reciprocation
- Commitment and consistency
- Affective engagement
- Authority
- Scarcity
Security lens
- Surveillance
- Atmospherics
- Threat of damage
- What you have
- What you know or can do
- Who you are
- What you’ve done
- Where you are
A different approach: using the patterns as questions
Nedra Kline Weinreich, author of Hands-on Social Marketing, has created a clever Design Approach for Behaviour Change worksheet based on the 12 patterns from the Design with Intent poster, by re-framing each of the patterns as a question. This is a great idea, turning the patterns into cues for you to think about relative to your problem. After working through the questions, you pretty much end up with a set of possible solutions.
What sort of behaviour are you trying to achieve?
See the next page…
*Lockton, D., Harrison, D.J., Stanton, N.A. Design for Behaviour Change: The Design with Intent Toolkit v.0.9, Uxbridge: Brunel University 2009 (ISBN 978-1-902316-6-1 print; 978-1-902316-63-5 eBook), http://www.designwithintent.co.uk
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The Design with Intent Toolkit v0.9 by Dan Lockton, David Harrison and Neville A. Stanton
Introduction | Behaviour | Architectural lens | Errorproofing lens | Persuasive lens | Visual lens | Cognitive lens | Security lens
Thank you. This is very valuable material for a newcomer to this side of the design world.
[...] The Design with Intent Toolkit v.0.9 Looks like the culmination of Architectures of Control in Design: "The Design with Intent Toolkit aims to help designers faced with ‘design for behaviour change’ briefs. The poster* [PDF] features 12 design patterns which recur across design fields (interaction, products, architecture), and there are also 35 more detailed here on the website. Some of the names will be unfamiliar, but we hope the patterns and examples will be understandable, and inspire your own concepts." (tags: design reference ui usability work) [...]
Thank you, this is really interesting work.
[...] с 12 паттернами [pdf, 1.3 мб] The Design with Intent Toolkit v.0.9 Comment (RSS) | Обратная ссылка [...]
[...] Millor serà que comencem a fer-ho millor. Dan Lockton, Design With Intent (disseny amb intenció) [L'enllaç] [Etiquetes: Visualització, Nous mitjans, [...]
[...] Just found a very interesting blog for the design people of this network In Ableism and design on April 25, 2009 at 6:36 pm more here [...]
Feel very lucky to have found your website. I have been looking to create a toolkit like the DwI Behavior Change Design Toolkit for some time. I couldn’t have come close to doing a better job. I’m a MAsters student in Environmental Studies at York University in Toronto, Canada. Thanks! I think I may have found a way to sharpen my research interests. Cheers.
[...] Lockton, king Harrison, and Neville A. feminist came up with this spiffy idea: The Design with Intent Toolkit v.0.9, a ordered of organisation principles with the intend of influencing individual [...]
[...] Zusammenfassung gängiger Designrichtlinien – im Design with Intent Toolkit werden allgemein gültige Regeln vorgestellt, die man einsetzen kann um das Benutzerverhalten zu [...]
[...] measure of fame already for his compelling work in this area. His contribution to the field is the Design with Intent Toolkit (free to download and experiment with) which helps to stratify the various ways in which designers [...]
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[...] influencing behaviour is something we don’t currently have a very good idea about. With my Design with Intent toolkit work, I’m trying to help this bit of the process a bit, alongside a lot of people interested, on [...]
[...] Design with Intent has a very interesting toolkit which boils down to several design patterns in poster format [...]
[...] outra, estamos dando condições que dêem apoio para as tarefas dos usuários. Neste contexto, o design for behavior cai como uma [...]
[...] that slot into the model. It will take me a good while to familiarise myself with the outline of the thing (v.0.9.), but I am convinced it will be time well [...]
[...] part of my PhD I’m testing different variants of the Design with Intent toolkit with designers (and design students) to find out how well different configurations work when a [...]
[...] outra, estamos dando condições que dêem apoio para as tarefas dos usuários. Neste contexto, o design for behavior cai como uma [...]
[...] Essa proposta tem como ambição a melhoria de desempenhos específicos em tarefas específicas, e é, em certo sentido, um complemento da usabilidade como é concebida hoje. É também muito relacionada com a proposta de design for behavior. [...]
[...] Dan Lockton talked about design with intent, the most striking example is in an airport, where seats are designed, so you cannot sleep on them. Dan is working on different design patterns, in different areas, which also leads to influence a certain behavior. Dan has developed a design with intent toolkit, which you can consult on his site. [...]
[...] including pester-power (”Make sure your parents turn off their lights too”) and, from a Design with Intent toolkit point of view, some of the patterns you might be able to identify include affective engagement, [...]
[...] aspect of the project, thinking more about different approaches (Dan’s Design with Intent toolkit would have been handy!) but as we were repeatedly reminded, that wasn’t really the point here. [...]
[...] – thinking about basic content on pages and making sure it matches user requirements. Dan Lockton talks about how design can influence user behaviour. By using design patterns linked to different [...]
[...] 8 months since the Design with Intent Toolkit v.0.9 went online and I’ve had incredibly useful feedback from a whole range of people who’ve [...]
[...] Design with Intent Blog is providing a toolkit including 47 design patterns for achieving behavior change. We have discussed many of the patterns [...]
[...] questions in the smart meter consultation by the UK’s Department of Energy and Climate Change Design for behaviour change: The design with intent toolkit v.0.9 [poster] April 2009 The Design with Intent Toolkit aims to help designers faced with ‘design for [...]
[...] o consumidor, mas como o design digital orientado para desempenhos do usuário (ou simplesmente, design for behavior). Na realidade, poderíamos substituir a proposta do “design da experiência do [...]
[...] people’s behaviour through their very design. Something conspicuously missing from Design with Intent v.0.9 is a satisfactory treatment of the kinds of techniques for influencing user behaviour that can be [...]
[...] Lockton, he of the Design with Intent toolkit, has set out what he describes as 11 gambits for influencing user behaviour. These [...]
[...] możemy nauczyć się od twórców gierBy eryk orłowski on 29/03/2010Don Lockton, twórca “Design with Intent Toolkit“, opublikował listę wzorców projektowych zaczerpniętych ze świata gier, których [...]
[...] [...]
[...] been a long time coming, but a year after v.0.9, the new Design with Intent toolkit, DwI v.1.0, is ready. Officially titled Design with Intent: 101 [...]
[...] Designing with Intent – page to download PDF guide [...]
[...] the tradition of Oblique Strategies and IDEO’s Method Cards, Dan Lockton has created a design deck with patterns meant to affect user [...]
[...] o consumidor, mas como o design digital orientado para desempenhos do usuário (ou simplesmente, design for behavior). Na realidade, poderíamos substituir a proposta do “design da experiência do usuário” para [...]