Context matters more than we think in design and change...
When designing experiences for our customers and employees we cannot simply copy the latest tactics, techniques, or design features.
We need to account for context.....
Let me illustrate by quoting a post I saw yesterday by Casey Hughes, MA, MCHES, NBC-HWC which said "Just because a technique exists, doesn't mean it's right for everyone.
Take my favorite example (coaches, here we go!)…. goal setting. It’s one I use frequently when mentoring behavioral designers and coaches.
Here’s why:
Goal setting is a critically important behavior change technique for supporting reflective motivation and self-regulation. Because of its rich history of evidence and use, it’s a "go-to" technique that has become ingrained in behavior change protocols, training curriculums, and program designs..for good reason.
But guess what?
Like with ALL techniques, it doesn't work for all people, in all contexts, at all times."
In a post I wrote a while back about gamification, I also mentioned the following:
In Gamification for health and well-being applications there seems to be a tendency to copy techniques without knowing why they are being used or if they were actually effective in the first place..or even worse if they are the right techniques for your target behavior, drivers, and context.
The most frequently observed gamification elements according to (Cheng VWS, et al 2019):
-Levels or progress feedback -Points or scoring systems -Prizes or rewards -A theme or narrative -Personalization -Customization
Conversely, the least observed gamification elements included: -Artificial assistance -Unlockable content -Social cooperation -An exploratory or open-world approach -Artificial challenge -Randomness
The study uncovered some troubling findings
Contrary to what one might expect, the current application of gamification in health and well-being apps doesn’t align with the wider health and well-being literature, which advocates for positive reinforcement.
Moreover, the study pointed out that the use of gamification isn’t always rooted in health behavior change theory.
This emphasizes why it’s so crucial to understand the context, root causes and the behaviors we wish to promote before mimicking elements of gamification, behavior change techniques, and design.
So remember, while we may not say it enough as people who work with behavior change, account for as much context as possible when you design your solutions!
Image credit to IdeaLeap