Does designing or applying “behavior” confuse too many organizations?
Does our ability to help others with behavior insights get hindered by the very use of the word behavior?
Organizations don’t tend to think in terms of behavior, it isn't a routine or a mental model the people use or have.
I had this thought yesterday, after running a workshop with a team, and working on the ideation of behaviors.
What is a behavior to people that are not trained in behavior, and how do they define it? I am sure we all would say, well it's maybe a habit, a routine, a feeling, an emotion, and so on. (I am also guilty of over-complicating this, or not paying enough attention to help others gain unerstanding).
Trust me, it is not easy, even when you work with this all the time, you sometimes take a while to classify it (behavior, outcome or influence).
Some definitions:
✅ Behavior: An action, activity, or process which can be observed and measured. Often, these actions, activities, and processes are initiated in response to stimuli that are either internal or external.
✅ Behavior Change: A behavioral change can be a temporary or permanent effect that is considered a change in an individual's behavior when compared to previous behavior.
✅ Behavior Design: Behavioral design is a sub-category of design, which is concerned with how design can shape, or be used to influence human behavior.
😕 Were those definitions easy? Not so much to be honest, and not so much for people in organizations that are not trained to think this way.
💡 So what can we do to introduce behavior into organizations in a way that is understood and valued?
We need to start simplifying our definitions, we need to show more examples, we need to empathize more with the people in organizations, and we need to talk in terms that they understand.
We won't get to embed behavioral science if we don't also design for those who can benefit the most from it.
I would like to ask the community what they do to get people to change their mindset and to think in behaviors.
Maybe we can co-create something that is simple and easy to share with others, and in the process speak the same language.
This would help people learn faster, and gain competence...
Happy to throw in time with others to create this if others are up for it.
#behavioralscience #behavioraldesign #servicedesign #customerexperience #productinnovation #digitaltransformation