Module 4 - Crafting behavioural experiences: Craft and adapt people’s change journey
Moments to change

It’s all about the right moment

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Finding the right moment to prompt a behaviour change is key.

It's about spotting those times or situations when someone is most open to trying something new. These moments are your best chance to move from planning to doing. And spark that all important first action / decision.

Think of these spark moments as being unique to each person. They depend on individual habits, where they are, how they're feeling, and who they're with. The timing is crucial too. The best moments to encourage action are when someone is ready and able to act, whether that's because of their mindset or because it's convenient.

So, how do you find these moments?

Identifying Optimal Spark Points

  1. User Research and Observation: Conducting detailed user research and observations helps identify patterns in behaviour. Understanding when and why people engage in certain actions can reveal potential spark points.

  2. Behavioural Data Analysis: Analysing data from user interactions, especially in digital environments, can uncover moments when users are more likely to take specific actions.

  3. Insight on Drivers: Knowledge of the behavioural drivers, such as motivation, habits, and decision-making, can help pinpoint spark moments. Usefully, you’ll have already explored these whilst creating behavioural ideas using The Drive Grid. So start here for insight. Understanding what drives people at different times can pinpoint when they are most open to influence.

  4. Routine Integration: A key aspect is finding points that integrate smoothly into existing routines or habits, as people are more likely to adopt behaviours that fit easily into their daily lives. Don’t ask of people if you can do it for them.

Challenges in Identification

  • Individual Variability: People may respond differently to the same triggers based on personal preferences, lifestyles, and experiences.

  • Dynamic Environments: What works as an effective trigger point at one time may not work at another due to changes in the environment or individual circumstances.

  • Subtlety of Triggers: Sometimes, the most effective triggers are subtle and not immediately obvious, requiring careful analysis and testing.

In practice, identifying optimal spark moments often involves a combination of research, experimentation, and iteration. It's about finding the sweet spot where a spark can effectively turn intention into action, fitting seamlessly into the user's life and making the desired behaviour feel like a natural step to take.

So how do we identify these moments?

That’s the focus of our next lesson.