Behavioral Science, Brain Science, And Design, By Susan Weinschenk, Ph.D.
This is definitely a “nerdy” episode of Human Tech. We tackle a not very well known design topic:”objects and views”. It’s conceptually the hardest thing I consult on and teach about in user experience design. Learn about this powerful and slightly obscure factor that is the secret key to a usable product.
Gordon Moore was the CEO of Intel for many years. In 1965 he wrote a paper observing that the number of transistors in a dense integrated circuit is able to double (because of advances in design and production) about every two years. This was dubbed “Moore’s law” and was one of the reasons that the capability of various technologies grows and expands and often the size of the technology shrinks.
The rate of technology advance from Moore’s law held till about 2012 when it began to slow down. But now some technologists are seeing it start to accelerate again.
In this episode of Human Tech we take a look at Moore’s Law and what the return of the the original pace might mean for the technology that we use.
Research shows that people tend to make big life decisions at the first of the year, which gives us New Year Resolutions. This is the right time for changes both large and small. (FYI, If you are in a “9” year i.e., 19, 29, 39 and so on, research shows you are even more likely to make a big life decision.)
Instead of following some of the usual folksy advice about how to make and keep New Year’s resolutions, you could, instead, use brain and behavioral science to craft New Year’s resolutions that will actually work.
Here are some ideas of how to do that, and the science behind them.
1, Pick small, concrete actions. “Get more exercise” is not small. “Eat healthier” is not small. This is one reason New Year’s resolutions don’t work.
A lot of New Year’s resolutions are about habits — eating healthier, exercising more, drinking less, quitting smoking, texting less, spending more time “unplugged” or any number of other “automatic” behaviors. Habits are automatic, “conditioned” responses. Contrary to popular opinion, it’s not hard to change habits IF you do so based on science.
If it’s a habit and you want a new one it MUST be something really small and specific. For example, instead of “Get more exercise” choose “Walk for at least 20 minutes at least 4 times a week” or “Have a smoothie every morning with kale or spinach in it”
2. Use visual and/or auditory cues. Want to go for that walk everyday? Set up a place in your home where your walking shoes are. Don’t put them away in a closet. Put them in a place where you will see them when you get home from work or first thing in the morning. The shoes will act as a visual cue. And/or set an alarm on your phone called “Go for a walk” and have the alarm go off every morning at 7:30 am. People become conditioned to auditory and visual cues and that makes it easier for an action to become a habit.
3. Decide what you want, not what you DON’T want. Instead of setting a resolution of “I’m not going to check my email 10 times a day,” set it for what you ARE going to do: “I’m going to use “batching and check my email only twice a day.” Instead of “I’m going to drink less soda”, set the resolution as “I’m going to replace drinking a soda with drinking water.” Although this may seem not that different, it’s important. It’s easier for your brain networks to work on an intention stated in the “affirmative” than it is stated in the “negative”.
4. Write a new self-story. The best (and some would say the only) way to get large and long-term behavior change, is by changing your self-story.
Everyone has stories about themselves that drive their behavior. You have an idea of who you are and what’s important to you. Essentially you have a “story” operating about yourself at all times. These self-stories have a powerful influence on decisions and actions.
Whether you realize it or not, you make decisions based on staying true to your self-stories. Most of this decision-making based on self-stories happens unconsciously. You strive to be consistent. You want to make decisions that match your idea of who you are. When you make a decision or act in a way that fits your self-story, the decision or action will feel right. When you make a decision or act in a way that doesn’t fit your self-story you feel uncomfortable.
If you want to change your behavior and make the change stick, then you need to first change the underlying self-story that is operating. Do you want to be more optimistic? Then you’d better have an operating self-story that says you are an optimistic person. Want to join your local community band? Then you’ll need a self-story where you are outgoing and musical.
In his book, Redirect, Timothy Wilson describes a large body of impressive research of how stories can change behavior long-term. One technique he has researched is “story-editing”:
Write out your existing story. Pay special attention to anything about the story that goes AGAINST the new resolution you want to adopt. So if your goal is to learn how to unplug and be less stressed, then write out a story that is realistic, that shows that it’s hard for you to de-stress, for example, that you tend to get overly involved in dramas at home or at work.
Now re-write the story — create a new self-story. Tell the story of the new way of being. Tell the story of the person who appreciates life, and takes time to take care of him/her-self.
The technique of story-editing is so simple that it doesn’t seem possible that it can result in such deep and profound change. But the research shows that one re-written self-story can make all the difference.
Give it a try. What have you got to lose? This year use science to create and stick to your New Year’s resolutions.
What do you think? What has worked for you in keeping your resolutions?
For more info:
Timothy Wilson’s book Redirect:
Charles Duhigg’s book, The Power of Habit:
My book, How To Get People To Do Stuff
B.J. Fogg’s website: tinyhabits.com
For this episode of the Human Tech podcast, Susan Weinschenk goes solo at the microphone to talk about user research:
What it is
Why you can’t skip it
What kind of user research to do
Making the ROI case for user research
Many UX, Design, and Marketing professionals create and/or use personas. Personas have become so common that some would say that they are over-used.
Should we let go of personas? Should we stop using them?
One of the reasons that personas may be looked down on these days in some design circles is because people are making mistakes in how they create or use them. Below I’ve outlined some of the common mistakes I see around personas when I’m called in for consulting on a client project. And after discussing the mistakes, I offer a suggestion for an alternate tool in your Target Audience Toolbox. First, the mistakes:
Which leads us to the tool you need to have BEFORE you create personas, and might be the tool you use INSTEAD of personas…
When I teach about user research there is a step before I teach personas and that is identifying user groups. A persona is a fictional representation of a user group.
Let’s say that you are designing a banking app. Who is the target audience? You decide that you have three different target audiences. One is people who are already customers of your bank and are used to banking online. Another is people who are already customers of your bank, but are not used to banking online, and the third group is people who are not current customers, but are used to banking online, perhaps with one of your competitors.
The next question to ask is how these groups differ. What are the important criteria that distinguishes one from another? Is it whether or not they are current customers? Is it their familiarity with online banking? Is it something else? Where they live? What their native language is? How old they are? Based on the research you have (hopefully) done, you determine which variables are the important ones that distinguish one group from another.
Let’s say that when you look at your information you decide that whether or not they are a current customer won’t make any difference. That two of the user groups vary only on that one criteria, and your research tells you that criteria is not that big a deal in terms of using your new app. In that case you can combine those two user groups into one.
A persona then is just a representative fictional person that summarizes one user group. And the persona would summarize them only on the variables that you think are important (i.e., no cats in this case).
But this also means that maybe you don’t need a persona. Here’s a secret — after creating a lot of personas throughout my career I’m going to confess that I don’t use them when I’m designing. I’ve created the user groups first and that’s what I work off of. I only create personas if a) the client asks me for them or b) we need to share this information out to others, such as stakeholders, developers, and so on. In my experience personas are more approachable than “User Group Tables” to people who are not used to them.
In summary, go ahead and use personas, but try and avoid making these mistakes. And if the personas are just for you, consider using the prequel — the User Group Table — instead.
(If you are interested in learning more you may want to check out our User Research online video course, or our entire UX Certificate Curriculum.)
The Team W is compiling a list of some of the best User Experience, Human/Tech, Design, and Behavioral Science conferences coming up in 2019. If you have a favorite conference (or if you put on a conference) that you would like to be considered for the list please send:
Conference Name
2019 dates
2019 location
What makes the conference special/the best/a not-to-miss event
Website if available, otherwise a contact person
Send to susan@theteamw.com
We’ll compile the list and post it.
Thanks!
Whether you work at a job or work at a hobby or work at an avocation, if you are like me you want to be productive. You want to get more done, with less effort, and enjoy it as much as possible.
Maybe not everyone cares about this as much as I do. For me, one of the joys in life is feeling like I have accomplished something worthwhile and useful. And if I can feel energized before, during, and after so much the better.
There’s no dearth of advice about how to be more productive, but recently I set out to find out what I could about the science of productivity. I ended up creating an online video course based on what I learned. Here’s a summary of the science of productivity. See how many of these you currently use:
So there’s seven ideas on productivity that are backed up by science. What do you think?
If you want to learn more, check out the online video course: The Science of Productivity.
Why do we remember and forget stuff? In this episode of the Human Tech podcast we talk with Ylva Ostby, a neuropsychologist from the University of Oslo, who, with her sister, Hilde Ostby, has written a book for everyone about memory.
Their book is called Adventures in Memory and is brand new this week.
The best ways to reach Ylva are:
@ylvaostby on Instagram and twitter
or through their publisher:
Greystone Books: corina.eberle@greystonbooks.com
Do we know enough about human emotions to start building them into our technology? Isn’t human emotion the one thing that differentiates us from machines? What does it mean to build emotional artificial intelligence? These are some of the questions we discuss with Pamela in this episode of the Human Tech podcast.
Pamela’s upcoming book is Emotionally Intelligent Design, and is available for pre-order on Amazon.
The best ways to reach Pamela are:
Twitter: @paminthelab or https://twitter.com/paminthelab
LinkedIn: https://www.linkedin.com/in/pamelapavliscak/
https://www.changesciences.com/
https://soundingbox.com/
