The Behaviour Design Toolkit

Behavioural psychology shows that:
95% of all our decisions are unconscious.
Deciding what to do, where to click and how to act. 
Think of all the missed opportunities to create better products, services and business solutions.
Behaviour design decodes the 95%.

#what

A toolkit to design
people’s behaviour

Behaviour Design is an innovative approach to problem-solving.
It starts with what makes us, us - our brains.
Driven by the latest insights from Behavioural Science, it brings the knowledge from academia to help problem solve. Drawing insights from a combination of psychology, behavioural economics and neuroscience.
Tailoring solutions to the way people think and the way people act.

Put simply, if we know how the brain works, we know how to better design for it.

The triangle of behaviour

We start with B = MAT.

Created by leading behaviour researcher, BJ Fogg, it explains that behaviour is the result of three components - motivation, ability and trigger.

Each must be present at the same time for a person to carry out a behaviour.

It underpins our unique process, which we call motivation-directed behaviour design. 

It sounds like a mouthful, but it ensures a person is already motivated to act when our well-designed solutions are used. 

Motivation is difficult to change, being unique and personal to each and every person. We assess people’s motivation and concentrate our time and ideation on areas with high and low motivation. Selecting the best behavioural design type from the four main design types; persuasive, habit, preventative and intervention design.

#process

Behavioural design process

4 types of behaviour design

We assess a person's motivation through the whole of their behaviour. It provides a starting point to tell us which behaviour design would be most effective for their behaviour type and whether they have high or low motivation.

4 types of behaviour design

We assess a person's motivation through the whole of their behaviour. It provides a starting point to tell us which behaviour design would be most effective for their behaviour type and whether they have high or low motivation.

#ecourse

Get our free behaviour design guide

Sign up for our 10 inbox lessons.
A behavioural lesson twice a week, direct to your email.

#examples

Behaviour Design’s value is far-ranging

Behaviour science is giving established companies, startups and public sectors a competitive edge. Using the knowledge of how the brain works and how we behave.

In the last couple of years, there has been an explosion of behavioural insights at a governmental level and in the FTSE 500. Companies like Google, Amazon, Bank of America and Walmart recognising its vast potential. Seeing great returns in profits and customer happiness.

FINTECH

Helpful banking for mental health

Monzo, makes banking ‘as simple as posting on Facebook or replying to an email’. They help people track what they are spending, help with budgeting and provide updates and guidance with any potential financial struggles that may arise. They also use ‘positive friction’. Help people with mental health issues make better purchase patterns. ie. helping people with Bipolar double check purchases the night after a possible mania episode. 

Read more

HEALTH

Protect your skin against sun damage

88% of people know sun exposure damages the skin, especially when people get sunburn. However, only 27% of people wear facial sun protection. To bridge the gap between people’s knowledge that they should protect their skin, and actually do it L’Oréal created My UV Patch. It monitors UV levels and educated people on how best to take care of their skin. Personalising the information to the particular individual, from location to age, skin colour and weather data.

When using My UV Patch:

- 31% tried to stay in the shade more,
- 37% used more facial sunscreen,
- 63% experienced less sunburn.

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CHARITY

Increased charitable giving

Many crowdsourcing and charity websites display how much has been raised so far, in the context as a percentage of the goal. This positively impacts how much is raised, and how quickly in relation to the displayed percentage. At 10% of the goal, the average donation is $15. Whereas at 67%, the average donation is $40.

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BEVERAGE

Enjoy nights out with moderation

Drinking water on a night out helps people to moderate their drinking and avoid the negative effects of getting carried away. It's often difficult for two reasons. It is expensive to buy bottled water in clubs and amongst some groups, there is a social stigma around switching from beer to water. Heineken made it cool to drink water, helping people enjoy their beers and night outs more by launching This One Is On Us. Giving customers a complimentary cup of tap water, which sits around the neck of each beer bottle.

Read more

Want to learn more?

Brainfood

We love to introduce people to behaviour design. Our half-hour lunchtime talks fit easily into busy schedules but deliver big impact.

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Hands-on design

We provide hand on teaching, working through a real business problem and teaching the behaviour kit process along the way.

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Behavioural project

We are an experienced team that can work through the challenge and give the best behavioural foundation to your business.

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#about

Created by BehaviourStudio

The BehaviourKit was created by BehaviourStudio.
It is the internal toolkit that we use with our clients.

behaviour.studio          @WeAreBehaviour_

behaviour.studio       
@WeAreBehaviour_