The Coping Strategy Identifier
Support people through change by anticipating their coping strategies.
Useful for:
Designing experiences, adapting change strategies and researching behaviour
Project stage:
Deliver
The Coping Strategy Identifier provides a framework to understand and categorise people's coping strategies when their primary needs (security, arousal, autonomy) are challenged.
The tool uses hypothetical scenarios, tailored to each need, to elicit responses that reveal the user's coping strategy. Armed with this knowledge, you can create more impactful, behaviour-focused solutions that support and direct people through change.
It’s useful for:
Creating experiences and solutions tailored to how people cope with different challenges.
Design and implement strategies that resonate with how people naturally respond to change.
Gain deeper insights into user behaviour.
Applications:
The tool can be used in user-centred design, behavioural interventions, and user experience research. It's valuable wherever there's a need to understand how users cope with challenges and how design can facilitate their preferred coping strategies.
Important reminders:
Remember, human behaviour is complex and multifaceted. Although this tool offers valuable insights, it's not definitive. Use it in conjunction with other methods and continually seek user feedback.
This tool is not a diagnostic instrument, but a means to deeper insights.
Make sure scenarios are realistic, relatable, and thought-provoking.
STEPS
Identify the Users: Define who you are designing for.
Design Scenarios: Craft realistic scenarios for each of the three needs:
Security. Scenarios where the user might feel insecure or uncertain.
Arousal. Situations where people’s interest or engagement might be challenged.
Autonomy. Scenarios when people’s freedom or ability to choose is restricted.
(See below for examples)
TIP: Explore putting these onto a Scenario Planning Grid in order to outline potential scenarios for each challenge category.
Ask: What situations might people face where their fundamental needs are challenged?Conduct the Scenario-Based Assessment: Present your users with these scenarios and ask them how they would respond. Structure your responses for two possible states: avoidance or engagement. Each strategy below feeds off these two states. Document all their responses.
Classify Coping Strategies: Analyse people’s responses to identify their coping strategies for each state - avoidance and engagement.
Problem Solvers: People actively seek new solutions or alternatives when faced with a problem.
E.g., A user suggesting a new search feature when they can't find a product, or a team member proposes a new communication tool to improve information flow.Assertive Responders: People confront the problem directly.
E.g., A user wants to report an error, or a team member insisting on discussing a disruptive change (change programme).Help Seekers: People look for help from others.
E.g., A user seeking assistance from a help centre, or a team member requesting more guidance during a change initiative.Adapters: People adapt to the situation.
E.g., A user figuring out a workaround for a difficult-to-navigate webpage, or a team member finding ways to work with new work routines.Re-thinkers: People reevaluate their goals or expectations.
E.g., A user deciding to explore other product categories when they can't find a specific product, or a team member redefining their role in response to a change in team.Avoiders: People who choose not to engage with the problem, instead preferring to avoid it.
E.g., A user who avoids using certain features because they find them too complicated, or a team member who consistently avoids tasks they're not comfortable with.
Apply the Insights: Use this insight to guide your design decisions and adapt your solutions.
Problem Solvers: Offer users a range of options to enable problem-solving. Incorporate features that allow users to customise their experience or provide spaces for user feedback and suggestions.
E.g., You might include advanced search filters or customisable dashboard layouts. In a change initiative, encourage brainstorming sessions, invite suggestions and promote a culture of innovation.Assertive Responders: Incorporate channels for users to express concerns or issues.
E.g. This could mean having a prominent 'Report a problem' button. Or hold regular meetings where team members can voice their concerns.Help Seekers: Design with a support structure in mind.
E.g., Ensure there are help features, tutorials, or a responsive customer support team. Provide mentoring or coaching systems, and ensure managers are trained to assist team members during transition periods.Adapters: Be mindful of the learning curve, and provide the tools necessary for users to adapt.
E.g., Use intuitive navigation systems or guided walkthroughs of complex processes. Include training programs or transitional phases to ease into the change.Re-thinkers: Support users in setting and adjusting their goals.
E.g., Provide a clear user journey map, allowing users to see where they are and where they can go. Hold personal development sessions or regular check-ins to ensure team members are comfortable with their evolving roles.Avoiders: For users who tend to avoid certain features or situations, it's important to create an environment that feels safe and non-threatening.
E.g., You can do this by making features optional, providing clear instructions, or implementing a user-friendly interface. For team members who avoid certain tasks, provide additional support, training, or reassurances to help them feel more comfortable.
Needs Scenarios
Security Challenges: Scenarios where the user might feel insecure or uncertain.
E.g., For a designer, it could be when the user encounters an unexpected error message. It might be when a team member faces sudden changes in their work routine.
Arousal Challenges: People’s interest or engagement might be challenged.
E.g., A user finds a webpage uninteresting or hard to navigate. Or team members disengage from activities or find them confusing.
Autonomy Challenges: People’s freedom or ability to choose is restricted.
E.g., A user is forced to follow a specific pathway within an app. Or it could be when team members feel their input isn't considered in decision-making.
Coping Strategies
Problem solvers: Users who tackle issues head-on, finding creative solutions to overcome obstacles.
Assertive Responders: Users who directly confront the source of their frustration, often expressing their feelings openly.
Help Seekers: Users who seek external help when faced with problems, typically relying on the assistance of others.
Adapters: Users who adapt to the situation, modifying their behaviour to handle the challenge.
Re-thinkers: Users who revise their personal goals or expectations in response to a challenge.
Avoiders: People who choose not to engage with the problem, instead preferring to avoid it.
Derived from:
The Coping Strategy Identifier is based on the Zurich Model of Social Motivation by Norbert Bischof. This tool was developed by behav, a behavioural thinking lab. Recognising that a deeper understanding of users' responses to challenges can drastically improve the efficacy of solutions.
