Why Behavioural Problem Framing Matters

The hardest part in any project is knowing where to start.

Knowing how to take a challenge and turn it into a challenge ready and right for behavioural design can be overwhelming. And remember, if behavioural design is defined as:
Something that helps our user to reliably do something, despite natural tendencies pulling them off track.
Then behaviour lurks in every challenge. So we need a way to communicate, explore and understand these behaviours right at the very start of a project.

Enter: Behavioural Problem Framing™.

With Behavioural Problem Framing, we dive deep into the behaviours that shape problems. Instead of just spotting issues, we ask:

"Why do these behaviours exist?"

Understanding these behaviours is crucial for several reasons:

1. Unearthing Real Issues Early:
   By focusing on behaviours, we tackle root causes, not just surface symptoms.

2. Avoiding Past Mistakes:
   Recognising behavioural patterns in our projects, markets and audience helps us sidestep ineffective solutions. For instance, understanding why roads are congested can prevent us from merely adding more lanes, which might not solve the issue.

3. Leverage Familiar Behavioural Patterns:
   Every behaviour is shaped by a network of influences. For designers and businesses, this is an advantage. We can begin with known behavioural patterns instead of identifying them post-launch. They serve as our starting point for all projects. Build on what we already understand.

4. Inspiring Innovative Solutions:
   When we grasp the 'why' behind a problem, we can craft solutions that truly address the core issue.