Here is a way the COM-B Model and the Behavior Change Wheel can be adapted to show how you can design for behavior
The Behavior Change Wheel is a framework developed by Susan Michie, Robert West, and colleagues over at University College London.
It comprises 19 different behavior change frameworks.
At the center of the wheel sits The COM-B Model, think of it as the hub:
COM-B is used to look for the drivers of behavior (both barriers or enablers)
These comprise:
-Capability (both physical and psychological) -Opportunity (both physical and social) -Motivation (both reflective and automatic)
There are many models you can use when it comes to behavior, and you need to know which one is best for your specific case.
I find COM-B and BCW are powerful ways to analyze and then systematically design for better outcomes for your customers or employees.
Outside the COM-B model (the hub of the wheel) sit the Intervention Types or sometimes I refer to them as the intervention strategies - which can include Education, Incentivization, and Training - from here you can go on to select your behavior change techniques.
Let's look at the example used herein for diabetes prevention design:
The wheel has been filled with interventions and ways to deliver the intervention in this example. (you can do it differently, but this is a good example to help you think)
It looks at the Patient level - to Increase the patient's awareness of pre-diabetes
It looks at Provider's Level - Improve communication skills, and teachable moments at diagnosis
It looks at System Level - Invitation by physicians as well as social marketing.
I use the model and the framework in my work with clients as well as in my courses, as it gives me a great way to understand people, system, and environment. (and yes, we also use other models when we see need to)
If you understand the people and their context, you will get better outcomes.
#behavioralscience #servicedesign #digitaltransformation
Image credit
Yoon et. al (2022) Facilitators and Barriers to Uptake of Community-Based Diabetes Prevention Program Among Multi-Ethnic Asian Patients With Prediabetes
If you have any questions about Behavior Design, let me know