Here are 4 behavior design principles that are simple to remember and to use.
The principles come from the NEAR framework - which is meant to complement tools like the COM-B model and the Behavior Change Wheel (created by Susan Michie and team over at UCL)
You can use these once you have selected your behavior change strategies and done you behavioral analysis.
Why? Because you need to first understand and a few things:
-The Needs -The Actors, behavior and context -The Influences or Drives of Behavior (what makes it hard or easy) -The intervention/solution you will use -The techniques, mechanics, features you will include
Once you have all this and have created your concept, you can then move on to using NEAR
What does NEAR stand for?
1) Normal: We are more likely to do things that we see being done by people with whom we identify COM-B: Target social opportunity
-Easy: We are more likely to do things if they are simple, within our capabilities and require little by way of resources, time or effort COM-B: Target capability and opportunity
-Attractive: We are more likely to do things if we think they will be enjoyable, serve a purpose or avoid something bad happening COM-B: Target motivation
-Routine: We are more likely to do things if they are part of our routine so we don’t have to think about them COM-B: Target automatic motivation
Think of NEAR as a good checklist of things to remember so that your solutions are engaging - because at the end you need to blend that creativity with the science.
Now remember to use this to help enable your customers and employees to make progress and reach their outcomes
Have you ever used NEAR, or similar frameworks to design?