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Following on from Part 1, here are a couple more very interesting student projects linking design and behaviour. This time, both involve providing feedback on the impact or costs of everyday behaviours in order to get people to think.

Tim Holley’s Tio project, developed in response to a brief by Onzo, and described as ‘A Light Switch to Help Children Save Energy’ – deservedly won the HSBC Sustainability Prize at the Made in Brunel show:

Tio by Tim Holley
“Children play a key role in reducing energy consumption due to the fact that they will be among the key decision-makers in the next 30 years. A simple way to engage and educate them is to concentrate on lighting, which accounts for up to 15% of electricity use in the home. The target market for Tio is 7-11 year-olds. This coincides with a period in primary education during which children begin to learn about the environment, energy and the effects that humans are having on the world. Tio [...]allow[s] children to demonstrate their knowledge of energy conservation to their family and encourage their role as ‘energy champions’ of the home. Tio has the potential to reduce lighting-use by up to 25%, resulting in an energy saving of up to 11% over a five year period…

Tio by Tim Holley
The wall-mounted light switch[...] controls the lighting in the child’s room. Tio is soft and tactile, thus encourages user interaction. The character of ‘Tio’ displayed on the light switch encourages children to turn their lights off: Tio is happy when the lights have only been on for a short period of time. The longer they are left on, the angrier he becomes. This acts as an emotional reminder to turn the lights off…

The recommended ‘lights-on time’ is influenced by the child’s age, their daily activities and the time of day. [...] Information (‘lights-on’ time) is sent wirelessly from the wall switch to a computer. The computer programme allows the child to track their lighting-use performance over an extended period of time. The child takes care of a ‘virtual tree’ by moderating their lighting-use performance. This engages children to make a personal contribution to reducing energy consumption.”
Tio by Tim Holley

There are some clever ideas in there, 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, self-monitoring, material properties and metaphors. There’s some neat product detailing too, such as the way Tio’s expressions are formed by different patterns of LEDs being illuminated under the translucent case.

Tim was a very useful and insightful tester of an earlier version of the Design with Intent toolkit back in autumn 2008 (as part of the pilot study reported in this co-authored paper [direct PDF link]) so it’s great to see his project get such recognition. He’s now working for Onzo in product R&D strategy and has some exciting and ambitious plans for the future: as a very talented young designer bringing together creative user-centred design and technology expertise with an eye for business strategy, I’m sure Tim will go far.

Lehman's Inheritance by Alexander KirchmannAcross London at Goldsmiths, Alexander Kirchmann’s ‘Lehman’s Inheritance’ project aims “to create and design products, that can help an individual to manage the [economic] crisis” such as this pint glass with cost markings (right). As Alexander puts it, “my products are the inheritance of the crash… By exposing people to their spending and also to their earnings my design is saving the owner money.”

This is an incredibly simple project (at least the example that’s illustrated – I’d be interested to know what other products Alexander modified / created). But the impact of exposing costs in this way – self-monitoring without any special equipment – could be very effective. In some of the recent workshops I’ve run with designers and students, similarly low-tech feedback concepts have been suggested for problems such as reducing water wastage (sinks with scales marked on them) and reducing overfilling of electric kettles.

More projects coming up in Part 3.

Images from the websites linked.

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I’ve come across some interesting student projects at various shows and exhibitions this summer, some of which address the relationship between design and people’s behaviour in different situations, and some of which explicitly aim to influence what people do and think. Here’s a selection (Part 2 and Part 3 will follow).

Displacement Engine by Jasmine CoxDisplacement Engine by Jasmine Cox

Jasmine Cox‘s Displacement Engine (Dundee) is “a navigational compass which gives you a little extra push to break away from routine, to wander the unexplored route… By pulling the slider closer and pushing it further away, the user learns to relax the need to be heading in an absolute direction. It allows the experience of a place and an outdoor space to absorb and distract them.” The variability of the GPS signal means that the device perhaps won’t always be ‘reliable’ – again, leading the user to explore and think for him or herself rather than being able to trust the device entirely. As Jasmine says here, it’s somewhere between a sat-nav and dérive.

The question of how much the paths and routes we take (physically and in whatever metaphorical way you can think of) are controlled, or at least influenced, by what maps, devices, signs, etc are telling us is something that I’ve touched a few times with this blog over the years (e.g. here). Practical semiotics as wayfinding decision-making heuristics, maybe. As someone who grew up obsessively poring over maps and atlases, memorising road networks and coastlines, trying to visualise these unknown places (and drawing plenty of my own), I’m fascinated by the possibilities of sat-navs and navigational devices which structure our choices for us (as Adam Greenfield notes, perhaps even removing routes we ‘don’t want to be walking down’), even though (in practice) I very much dislike using them, and it horrifies me to become reliant on them. I’ve had the “ROAD ENDS 800 FEET” sign looming at me out of the night after following a calm voice’s directions down a canyon track somewhere off Mulholland Drive. I’ve also spent happy afternoons driving across the Fens with a scruffy, annotated Philip’s Navigator on my lap and no purpose in mind other than seeing interesting places, and I know which I prefer. Jasmine’s project helps bridge that divide a bit, or at least twist it in a new and intriguing direction.

Jasmine’s blog chronicling the development process is interesting, too: it’s a great insight into the thought processes of how a project like this actually gets done, the decisions made at different stages, and how contingent the result is on conditions, insights and ideas earlier on. I expect something like this helps quite a lot with writing up a major project, though I know I always wrote the development story for my projects right at the end, when the various dead-ends and mistakes could be woven and re-ordered into something that sounded more professional, or so I hoped.

Source by Oliver CraigSource by Oliver Craig

Intended to encourage people to drink more water while out shopping or walking, without buying bottled water (and throwing away the bottle each time) Source by Oliver Craig (Loughborough) is essentially a modern take on the public water fountain (which has disappeared in many areas of the UK – how many new shopping centres include them?), combining it with the convenience of bottled water: using special bottles filled via a valve in the base, pedestrians could get free filtered tap water from a network of fountains, positioned at the entrances to participating stores who would also sell the bottles. Re-using the bottles earns the user points which can be spent in the participating stores.

From one point of view, free fountains which don’t require a special bottle (i.e. no format lock-in) would be preferable (as so often in the UK, the concern is about “value for money” and vandalism rather than public need), but something like Source, with special bottles, the sale of which funds the scheme, could be a step in the right direction.

Ravensbourne’s Kei Wada‘s How Long? Door Knob and Tag, along with his Whose Turn? Bottle Opener address behaviours in a shared environment such as a student house, applying design to ‘bad habits’. The Bottle Opener (right, below) “is a playful bottle opener that can be spun to help make decisions” such as who has to take the rubbish out, or buy milk, in the format of an object associated with parties and fun (whether this would increase or decrease the likelihood that housemates adhere to the ‘decision’, I don’t know!).

The Door Knob and Tag (left and middle, below) are timers for bathroom or shower doors – the knob is a replacement knob / lock for the door itself, while the tag can be hooked over the handle without actually enforcing a ‘lock’. But the principle is the same: “inspired by the annoying occurrence of never knowing how long flatmate will take in the shower. The person who takes the shower sets the timer when he/she locks the door, so the other housemates do not have to knock on the door and disturb their ablutions. When time is up, it rings to let the housemates know the room is vacant.” I particularly like Kei’s statement that “the act of setting the timer now becomes an extension of the motions involved in locking the door” – whether or not this kind of action (which requires prior thought in terms of deciding how long to set it for) could become an unconscious habit or not would be interesting to study.

Aside from annoying your housemates less, the timers could also work to reduce water and energy usage, in terms of time spent in the shower: if the alarm ringing sound were annoying or loud enough to make it socially unacceptable to spend too long in there, then this is a kind of socially enforced shower timer.

Kei WadaKei WadaKei Wada

More projects coming up in Parts 2 and 3…

Images from the graduates’ websites linked.

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Following last week’s card-sorting exercise (which went really well – thanks to everyone who took part), here’s something a bit more open-ended and ongoing.

I’m trying to find out how designers and design teams (in-house or consultancies) who’ve worked on influencing user behaviour think about what they’ve done – which techniques and patterns do people recognise that they’ve used, or considered? Do the patterns I’ve identified in the toolkit actually make sense to people who’ve put this stuff into practice strategically? Or do people think about it differently?

So, if you’ve worked on persuasive technology, behaviour change design, or influencing user behaviour in general, across any field where you consider that you’re designing stuff (service design, product design, interaction design, social design, user experience, information architecture, HCI, social marketing, mobile interaction, web design, network engineering, pervasive/ubiquitous computing, transformation design, advertising, urban planning, human factors, ergonomics, built environments, healthcare, environmental, safety, crime prevention – anything, in fact), I’d really appreciate it if you could spare a few minutes to have a go at this survey. It shouldn’t take too long unless you have a lot to tell me about!
DwI Cards
Designers thinking about the effect they can have on behaviour‘ is a growing theme. The idea with this survey is that if we can collect together some good examples of where and how companies are using these ideas, what’s worked and what hasn’t (and why) (where you’re prepared to talk about it!), it’ll be a useful reference for everyone, as well as (potentially) a series of great case studies to be included in a book (at some point once my PhD’s out of the way). In the meantime, I’ll of course try to feature some of the projects on the blog.

If you take part in the survey, your details will go into a draw to win a classic book on design and behaviour (I’ll do one draw for every 20 participants). I’m not sure what the books will be yet, but there’s a lot to choose from. The survey doesn’t really have a closing date at present – I’ll leave it open as long as it’s getting interest.

Thanks for your help!

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Self-monitoring is one of the most common persuasive techniques used in interface design: basically, giving people feedback on what they’re doing and what they’ve done. There are lots of issues about which kinds of feedback work best, in what circumstances, pairing it with feedforward, i.e. ‘What would happen if I did this?’ information, and so on. My recent long post about smart energy meters looks at some of the ideas within a particular application.

But sometimes it takes an example that’s not at first sight a ‘user interface’ or a ‘product’ to highlight how much difference certain design techniques can make.

Encouraging donations, Santa BarbaraThis unattended layout of things on the beach at Santa Barbara, California, soliciting donations, is an interface, too. It’s been designed, cleverly, both to invite passers-by to participate (by throwing coins from an adjacent walkway) and to give them feedback on their throwing ability.

That target – the bright red Folger’s tub on the bright red square of fabric in the middle of the white sheet – is a crucial way of engaging people and getting them to contribute. Who, throwing a coin, isn’t going to try and get it in the tub? (Unless you’re trying to knock over the vases or the little surfers.) And when you miss, you’re going to try again. And again. (I know I did.) You get entertainment and a challenge which seems like it’s worth pursuing, and you can see your track record.

Encouraging donations, Santa Barbara

It mustn’t be too difficult. It’s Csíkszentmihályi’s flow, it’s fairground games theory applied to the simplest of begging sitations, but it works, in terms of getting people to contribute.

What it shows me from a design point of view is that explicitly using targets ought to be included as a Design with Intent technique / pattern in addition to related ones such as self-monitoring, in future versions of the toolkit. The target effect – and other game-related techniques – are sufficiently distinct to inspire plenty of design ideas on their own.

Encouraging donations, Santa Barbara

Of course this particular setup also uses a number of other techniques – affective engagement with the ‘Just Plain Hungry’ card, reciprocation with the ‘Make a Wish’ offer, colour & contrast and prominence & visibility with the way the arrangement draws the eye, operant conditioning in terms of a ‘reward’ when you succeed (the wish, or a sense of satisfaction) and social proof in the way that everyone can see that others have thrown coins (and even a note), and that everyone can see you contributing when you throw your coins (or if you decide not to) – a kind of peer surveillance. The plate of sand is an additional affective touch which also works well.

It’s almost like Robert Cialdini put the whole thing together.

It also makes me think it would be worth cataloguing the design techniques employed in the design of charity collecting boxes and games which offer donors (often children) something exciting or engaging in return for their money. I used to love spiral wishing wells and, in general, ones that did something (like this wonderful RSPCA example, though from before my time). There have to be lessons there for other designers interested in engaging users and motivating them to contribute, or behave in a particular way.

I hope whoever set all that up on that beach in Santa Barbara made some money that day. It would have been well deserved.

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The Hidden Dimension

UPDATE: Thanks everyone – 10 participants in just a few hours! The study’s closed now – congratulations to Ville Hjelm whose book is now on its way…

If you’ve got a few minutes spare, are interested in the Design with Intent techniques, and fancy having a 1/10 chance of winning a brand-new copy of The Hidden Dimension, Edward T Hall’s classic 1966 work on proxemics (very worthwhile reading if you’re involved in any way with the design of environments, either architecturally or in an interaction design sense), then please do have a go at this quick card-sorting exercise [now closed].

It makes use of the pinball / shortcut / thoughtful user models I introduced in the last post, so it would probably make sense to have that page open alongside the exercise. The DwI techniques will be presented to you distinct from the ‘lenses’ (Errorproofing, Cognitive etc) so don’t worry about them.

The free WebSort account I’m using for this only allows 10 participants, so be quick and get a chance of winning the book! Once 10 people have done it, I’ll draw one of the participants out of some kind of hat or bucket and email you to get your postal address.

The purpose here (a closed card-sort, to use Donna Spencer‘s terminology) is, basically, to find out whether the pinball / shortcut / thoughtful models allow the DwI techniques to be assigned to particular ways of thinking about users – that make sense to a reasonable proportion of designers. There’s no right or wrong answer, but if 80% of you tell me that one technique seems to fit well with one model, while for another there’s no agreement at all, then that’s useful for me to know in developing the method.

Thanks for your help!

Card sorting

Cover photo from Amazon

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The different approaches to influencing people’s behaviour outlined in the Design with Intent toolkit are pretty diverse. Working out how to apply them to your design problem, and when they might be useful, probably requires you, as a designer, to think of “the user” or “users” in a number of different ways in relation to the behaviour you’re trying to influence. I’ve thought about this a bit, and reckon there are maybe three main ways of thinking about users – models, if you like – that are relevant here. (These are distinct from the enabling / motivating / constraining idea.)

The ‘Pinball’ User

In this case, you think of users as, pretty much, very simple components of your system, to be shunted and pushed and pulled around by what you design, whether it’s physical or digital architecture. This view basically doesn’t assume that the user thinks at all, beyond basic reflex responses: the user’s a pinball (maybe a slightly spongey one) pushed and pulled this way and that, but with no requirement for understanding coming from within [1,2].

While things like deliberately uncomfortable benches or the Mosquito act against the Pinball User – effectively treating users like animals – this view need not always take such a negative approach – lots of safety systems, even down to making sure different shape connectors are used on medical equipment to prevent mistaken connections, don’t mind whether the user understands what’s going on or not: it’s in everyone’s interests to influence behaviour on the most basic level possible, without requiring thought.

The ‘Shortcut’ User

Here, you think of users as being primarily interested in getting things done in the easiest way possible, with the least effort. So you assume that they’ll take shortcuts [3], or make decisions based on intuitive judgements (Is this like something I’ve used before? How does everyone else use this? I expect this does what it looks like it does), habits, and recognising simple patterns that influence how they behave.

The Shortcut User is assumed not to want to think too much about what’s going on behind the scenes, beyond getting things done. He or she’s not always thinking about the best way of doing things, but a way that seems to work [4]. If systems are designed well to accommodate this, they can feel very easy to use, intuitively usable, and influence user behaviour through these kinds of shortcut mechanisms rather than anything deeper [5]. But there’s clearly potential for manipulation, or leading users into behaviour they wouldn’t choose for themselves if they weren’t taking the shortcuts.

The ‘Thoughtful’ User

Thoughtful Users are assumed to think about what they are doing, and why, analytically: open to being persuaded through reasoned arguments [6] about why some behaviours are better than others, maybe motivating them to change their attitudes about a subject as a precursor to changing their behaviour mindfully. If you think of your users as being Thoughtful, you will probably be presenting them with information and feedback which allows them to explore the implications of what they’re doing, and understand the world around them better.

Most of us like to model ourselves as Thoughtful Users, even though we know we don’t always fit the model. It’s probably the same with most people: so knowing when it’s appropriate to assume that users are being mindful of their behaviour, and when they’re not, will be important for the ‘success’ of a design.

_______________________________________

Of course there are many other ways you can model the user. But these seem like they might be useful ways of thinking, and of classifying the actual design techniques for influencing behaviour [PDF] according to what assumptions they make about users. I will try to test their validity / usefulness as part of my trials.

See the next post for how you can get involved with that…

Note:
From an academic psychology (or behavioural economics) point of view, the boundaries between these models of the user are maybe too blurry. Shortcut User is assumed to be pretty much like a System 1 thinker, while Thoughtful User is System 2. Straying inadvisedly into areas I know little about, Pinball User may well be assumed to be a user only using the R-complex, though I’m not sure this fits especially well. But if the distinctions are useful to designers, in the context of actually developing products and services, that (to be honest) is what matters from my point of view.

To develop the three models described above, I was inspired by this Interactions article (also here) by Hugh Dubberly, Paul Pangaro and Usman Haque, which draws on some of Kenneth Boulding’s General Systems Theory [PDF] to characterise a range of ordered system ‘combinations’ in which the user can be a part. The Pinball User corresponds pretty much to the ‘Reacting’ system; the Thoughtful User is a ‘Learning’ system; the Shortcut User is perhaps a special case of a ‘Regulating’ system (self-regulating negative feedback to damp variation, to minimise effort, boundedly rational).

I haven’t yet explored applying Leonard Talmy’s Force Dynamics, as suggested by Simon Winter to these aspects of modelling the user / interaction. I will do, in due course.

[1] Perhaps analogous to Lawrence Lessig’s ‘pathetic dot’
[2] I’m grateful to Sebastian Deterding for the explicit concept of user-as-pinball
[3] Heuristics & biases (Kahneman & Tversky)
[4] Satisficing (Simon)
[5] Peripheral route persuasion (Petty & Cacioppo)
[6] Central route persuasion (Petty & Cacioppo)

Pinball photo by ktpupp on Flickr, CC-licensed. Shortcut photo (desire path) by Alan Stanton on Flickr, CC-licensed. Thoughtful photo by Esther Dyson on Flickr, CC-licensed.

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