Do you ever wonder why people do what they do?
I was in a small bike accident yesterday.
After I picked myself up and checked if my daughter was ok, I went up to the teenage cyclist who stopped in the middle of the bike path and asked them why they did what they did.
Their answer at the time was “I had to cross, as I was in a group and I was in a hurry”.
Obviously at that moment and in their environment they were not thinking about the harm they could cause, but on how quickly they could get their task done.
If I had more time and not with my young daughter (who was a bit in shock), I would of liked to interview the person more to understand even further, and if they do this kind of behavior often, and how they could have that behavior changed.
I say this because to change what people do you need to really understand why they do it.
Be it how they use an app, a service, take a pill, or cross the street safely and without putting others at risk.
A model I am looking at now in the many frameworks is the COM-B model, which looks at:
Capability, Opportunity and Motivation.
How many of you are using COM-B on your projects?
Is it the Go-To Model for Many of You?
#behavioralscience #behaviorchange #servicedesign #digitaltransformation