6 ways for integrating Behavioral Science into your Design Process
As I have written before, behavioral science doesn't need to be a black box tool - it can be integrated into how we think and solve for challenges and opportunities for change.
If you don't mix methods, you may miss out on bringing in insights that will drive you and your customers towards better outcomes.
After working on many projects, the best balance for me has been to focus on a human-centered behavioral science approach. (do note that different contexts will require adaptation of how you go through a process)
I wanted to visualize this by showing how behavioral science can work together to enhance the Design Principles of the Design Council. (You can use any design methodology - all can benefit from a behavioral approach. - and yes the process is not linear)
Here are the 6 behavioral science components that enhance human-centered design:
1) Frame the Challenge: The challenge or opportunity should be framed in specific behavioral terms and include both needs and behaviors.
2) Define Holistic Outcomes: This should include both business metrics and people outcomes - try to balance these as much as possible.
3) Map the System: You will never be able to see the entire system, but you can account for the things you can - use behavioral systems maps when possible to help visualize and find leverage points (this is by no means a very easy or straightforward process)
4) Enhance Design Principles: Be Behavior centered Be Systematic Be Evidence Based
5) Expand Your Methods Toolkit: Behavioral Models and Frameworks Behavior Change Techniques Decision-Making Models Motivation Theories Social Norms
6) Drive Behavioral Leadership: Culture is driven by behaviors - if you can't design for them, you can't evolve culture
[Image credit: Design Council]