It’s been quiet here, for reasons which will be explained later, but in the meantime I should mention that CarbonCulture (with whom I’ve been working for the past two years as part of the TSB-supported EMPOWER collaboration) has a new blog.
In anticipation of the forthcoming public launch of the CarbonCulture product, we’re introducing some background on behaviour change approaches, energy use and environmental impact. The first few posts (as of today) introduce:
(introducing behavioural heuristics)
EDIT (April 2013): An article based on the ideas in this post has now been published in the International Journal of Design – which is open-access, so it’s free to read/share. The article refines some of the ideas in this post, using elements from CarbonCulture as examples, and linking it all to concepts from human factors, cybernetics and other fields.
There are lots of models of human behaviour, and as the design of systems becomes increasingly focused on people, modelling behaviour has become more important for designers. As Jon Froehlich, Leah Findlater and James Landay note, “even if it is not explicitly recognised, designers [necessarily] approach a problem with some model of human behaviour”, and, of course, “all models are wrong, but some are useful”. One of the points of the DwI toolkit (post-rationalised) was to try to give designers a few different models of human behaviour relevant to different situations, via pattern-like examples.
I’m not going to get into what models are ‘best’ / right / most predictive for designers’ use here. There are people doing that more clearly than I can; also, there’s more to say than I have time to do at present. What I am going to talk about is an approach which has emerged out of some of the ethnographic work I’ve been doing for the Empower project, working on CarbonCulture with More Associates, where asking users questions about how and why they behaved in certain ways with technology (in particular around energy-using systems) led to answers which were resolvable into something like rules: I’m talking about behavioural heuristics.
by Dan Lockton
Continuing the meta-auto-behaviour-change effort started here, I’m publishing a few extracts from my PhD thesis as I write it up (mostly from the literature review, and before any rigorous editing) as blog posts over the next few months. The idea of how architecture can be used to influence behaviour was central to this blog when it started, and so it’s pleasing to revisit it, even if makes me realise how little I still know.
“There is no doubt whatever about the influence of architecture and structure upon human character and action. We make our buildings and afterwards they make us. They regulate the course of our lives.”
Winston Churchill, addressing the English Architectural Association, 1924
In designing and constructing environments in which people live and work, architects and planners are necessarily involved in influencing human behaviour. While Sommer (1969, p.3) asserted that the architect “in his training and practice, learns to look at buildings without people in them,” it is clear that from, for example, Howard’s Garden Cities of To-morrow (1902), through Le Corbusier’s Ville Contemporaine and La Ville radieuse, to the Smithsons’ ‘Streets in the sky’, there has been a long-standing thread of recognition that the way people live their lives is directly linked to the designed environments in which they live. Whether the explicit intention to influence behaviour drives the design process–architectural determinism (Broady, 1966: see future blog post ‘POSIWID and determinism’)–or whether the behaviour consequences of design decisions are only revealed and considered as part of a post-occupancy evaluation (e.g. Zeisel, 2006) or by social scientists or psychologists studying the impact of a development, there are links between the design of the built environment and our behaviour, both individually and socially.
A couple of weeks ago, at dConstruct 2011 in Brighton, 15 brave participants took part in my full-day workshop ‘Influencing behaviour: people, products, services and systems’, with which I was very kindly assisted by Sadhna Jain from Central Saint Martins. As a reference for the people who took part, for me, and for anyone else who might be intrigued, I thought I would write up what we did. The conference itself was extremely interesting, as usual, with a few talks which provoked more discussion than others, as much about presentation style as content, I think (others have covered the conference better than I can). And, of course, I met (and re-connected with) some brilliant people.
I’ve run quite a few workshops in both corporate and educational settings using the Design with Intent cards or worksheets (now also available as a free iPad app from James Christie) but this workshop aimed to look more broadly at how designers can understand and influence people’s behaviour. This is also the first ‘public’ workshop that I’ve done under the Requisite Variety name, which doesn’t mean much different in practice, but is something of a milestone for me as a freelancer.
In the previous post I outlined what I had planned, and while in the event the programme deviated somewhat from this, I think overall it was reasonably successful. Rather than using a case study (I feel uneasy, when people are paying to come to a workshop, to ask them effectively to do work for someone else) we ran through a series of exercises intended to explore different aspects of how design and people’s behaviour relate to each other, and perhaps uncover some insights which would make it easier to incorporate a consideration of this into a design process.
I’m running a workshop on Wednesday 31st August at dConstruct 2011 in Brighton, and I thought it would be worthwhile explaining in a bit more detail what it’s about, and what we’ll be doing.
Here’s the summary from the dConstruct website:
Whether we choose to do it or not, what we design is going to affect how users behave, so we might as well think about it, and–if we can–actually get good at it. Bridging the gap between physical and digital product design, a systems approach can help us understand how people interact with the different touchpoints they experience, how mental models and cognitive biases and heuristics influence the way people make decisions about what to do, and hence how we might apply that knowledge (for good).
In this full-day practical workshop, we’ll try a novel approach to design and behaviour, using ourselves as both designers and cybernetic guinea pigs in exploring and developing a combination of physical and digital experiences. You’ll learn how to improve your own decision-making and understanding of how your behaviour is influenced by the systems around you, as well as ways to influence others’ behaviour, through a new approach to designing at the intersection of people, products, services and systems.
So what will the day actually involve? (You’re entitled to ask: the above is admittedly vague.) I’ve run quite a lot of workshops in the last couple of years, mainly using the Design with Intent toolkit in one form or another to help groups generate concepts for specific behaviour change contexts, but this one is slightly different, taking advantage of a full day to explore more areas of how design and behaviour interact, in a way which I hope complements dConstruct’s overall theme this year of “bridging the gap between physical and digital product design” usefully and interestingly. Also, the concept of ‘design for behaviour change’ is probably no longer new and exciting (at least to the dConstruct audience) in quite the way it might have been a few years ago: a more nuanced, developed, thoughtful exploration is needed. We’ll be using some of the Design with Intent cards throughout the workshop, but they’re not the main focus.
My plan is for the workshop to have four stages (3 shorter ones in the morning, 1 longer one for the afternoon):
by Dan Lockton
In a meta-auto-behaviour-change effort both to keep me motivated during a very protracted PhD write-up and demonstrate that the end is in sight, I’m going to be publishing a few extracts from my thesis (mostly from the literature review, and before any rigorous editing) as blog posts over the next few weeks. It would be nice to think they might also be interesting brief articles in their own right, but the style is not necessarily blog-like, and some of the graphics and tables are ugly.
“It is now clear that we must take into account what the environment does to an organism not only before but after it responds. Behaviour is shaped and maintained by its consequences… It is true that man’s genetic endowment can be changed only very slowly, but changes in the environment of the individual have quick and dramatic effects.”
B.F. Skinner, Beyond Freedom and Dignity, 1971, p.24
Behaviourism as a psychological approach is based on empirical observation of human (and animal) behaviour–stimuli in the environment, and the behavioural responses which follow–and attempts in turn to apply stimuli to provoke desired responses. John B. Watson (1913, p.158), in laying out the behaviourist viewpoint, reacted against the then-current focus by Freud and others on unobservable concepts such as the processes of the mind: “Psychology as the behaviorist views it… [has as its] theoretical goal…the prediction and control of behavior. Introspection forms no essential part of its methods, nor is the scientific value of its data dependent upon the readiness with which they lend themselves to interpretation in terms of consciousness”.