We have been in love with UX as the prime goal of design for too long. Time to change.

In focusing on the users' experience with our digital products we have come to believe that the experience is the most important goal of our design efforts. But for our clients, they care much more for the behaviour of the people in the system - the sales and abandonments, the referrals and repeat business, the loyalty and social contacts. Designing for behaviour - at the individual and aggregate levels - offers a very direct means of delivering on those goals.

The idea of designing for the experience of the user has become firmly embedded in our practice. In doing so many thousands of digital services have been improved. There is very real benefit to designing digital services with a clear vision for the user's experience - we better understand their context, their mindset, their goals and broader activity, and the things that cause them frustration and pleasure.

As a reaction against the Functional Requirements model of design that dominated the '80s and '90s, a shift to the experience of use offered a very superior approach.

For the organisation, the theory (and some good evidence) suggests that a better experience will lead to more of the desired behaviours. This indirect approach is well-meaning, but requires client organisations to not only buy into the value of an improved experience, but also the connection between experience and behaviour.

The reality for the designer is that in many cases they simply look to design for the behaviour of users, and take into account the experience as a secondary effect. Rather than focusing on emotional responses as the main objective, we can focus on the target behaviours and how to shape them.

This talk will outline the key inputs in a model of Behavioural Design and how those inputs help designers to directly target specific behaviours. It will look at the role of interaction design, behavioural psychology, systems thinking and other tools. And it will propose that a model of design with behaviour as its focus offers a coherent and complete approach to design in a way that is consistent with the goals of client organisations.

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