Nudge-who-to-but
Define and prioritise a problem behaviour.
Useful for:
Intervene & Nudge
Project planning
Project stage:
Define
The Nudge-Who-To-But tool provides a way to frame problems behaviour-first. It encourages a focus on the behaviours you want to change within the challenge. The tool guides you in creating a behavioural brief, ensuring a systematic approach to addressing the problem behaviour from early on in the project.
It’s useful to:
Creating a behavioural brief succinctly and effectively.
Unravelling and tackling the right problem.
Enabling your team to develop a shared understanding.
Serving as a sanity check for a client's brief.
Applications:
This tool is used at the start of a project. When your are processing with a client's creative brief but seeking to refocus the problem on behaviour.
Important reminders:
It's crucial to frame the problem behaviour accurately to identify the right solutions.
It's not just about what you want people to do, but also about understanding what's stopping them from doing it.
STEPS
Nudge [the target audience]
Who [do a problem behaviour]
To [do a goal behaviour]
But [it is stopped by behavioural barriers]
‘?’ [define the behavioural approach]
Identify your audience: Consider all groups that have an influence on your problem, both directly and indirectly. Select one key audience for your focus.
Ask: Who has a direct or indirect influence on the problem? Who has the most impact on the problem area?
.Define problem behaviour: Identify and discuss the actions and decisions contributing to the problem from your chosen audience.
Ask: What unwanted actions do people take? What undesirable decisions are they making?
.Set the goal behaviour: With your identified problem behaviour in mind, explore the desirable actions.
Ask: What new action would ideally replace the unwanted action?
.Identify barriers: Determine what's preventing your audience from performing the desirable behaviour.
Ask: What behavioural barriers are stopping people from doing the wanted behaviour?
.Decide on the approach: Using your insights from the brief rewrite so far - get a sence check on an early approach. Decide if you need to 'Nudge', 'Intervene', or 'Shove'. This will inform the tools and techniques you'll employ.
Ask: Do we need to Nudge? Do we need to Intervene? Do we need to Shove?
Nudge
Nudge refers to subtly leading or encouraging people towards certain decisions or behaviours without forcing their hands. Nudges are designed to influence the choices people make, by altering the 'choice architecture' - the context in which people make decisions. Nudges are often used to exploit cognitive biases or heuristics (mental shortcuts) that people use to make decisions.
Intervene
An intervention involves directly changing a person's environment in a way that makes certain actions easier or harder to perform. This approach often aims at fostering competences or capabilities. Unlike a nudge, which relies on influencing existing choices, an intervention may involve introducing new options or resources, or removing barriers that hinder certain behaviors.
Shove
A shove involves changing the environment in a way that removes the need for individual decisions or actions altogether. Shoves are often designed systems that automate tasks or make certain behaviours the default option. Shoves are less common because they involve more drastic changes and may be perceived as more coercive.
Derived from:
Nudge-Who-To-But was created by Behaviour Thinking consultancy behav. As a part of their design process. They needed a simple and concise way to rewrite client briefs into behavioural briefs. So that they are able to explore and define the key elements quickly.
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