Then, Chapter 11, “Someday Never Comes: Design for the Future Self,” provides an overview of how the techniques from the previous chapters can be used to support a major behavior change challenge: getting people to do hard things today for the benefit of their future selves. Finally, in Chapter 12, “Nothing’s Gonna Stop Us Now: Go Forth and Engage,” I share how to carry behavior change design forward into your organization and your work.
Throughout the book you’ll meet other experts working in behavior change design in sections I’ve called Perspective. These are people who have deep expertise in the topic of a chapter, and can either offer a deep dive or pro tips to help you as you learn. They are also all people whose work I admire, and many of them have influenced the way I practice my craft.
What Comes with This Book?
This book’s companion website (
FREQUENTLY ASKED QUESTIONS
I’ve got a background in behavior science, but no talent for visual design. Can I do behavior change design?
Absolutely. I was a total amateur at all of the things I thought were design before I started working in the field (and am still not very good at many of them). My strengths are research, strategy, and evaluation, so I partner with people who bring the visual and interaction design and application development chops. I have colleagues who have stronger design skills and less research experience, so they team up accordingly. It’s all about building a team that can complement each other. Chapter 12 offers tips for bringing behavior change into your work, regardless of your background.
Is behavior change design actually necessary?
If I didn’t think behavior change design was important, then there’d have to be something deeply wrong with me to have spent this much time and effort writing a book about it. Behavior change design helps make products more engaging, which means more people want to use them. That’s good for business. And if your product is actually trying to change people’s behavior, which is true of most products in industries like health, education, and sustainability, then behavior change design will hugely increase the odds it works. Learn more about how to measure the effects of behavior change design in Chapter 2.
What role does social media play in behavior change design?
Social support can play an important role in helping people change their behavior, and social media can deliver that support in a scalable way. But like any tool, social media must be used thoughtfully to produce the best results. Chapters 8 and 9 cover how to facilitate social support within behavior change design, both with and without connecting people directly to each other.
This book is mostly about motivation psychology. Are there other types of psychology that designers should learn?
Yes! Cognitive psychology is full of useful information for designers, especially visual and interaction designers and anyone creating content. This information includes how people perceive information and can guide decisions about how to present and format the flow of your product. Behavioral economics, which is psychology-adjacent, is what a lot of people think of when they think of behavior change. It’s worth really understanding what behavioral economics is and is not.
Beyond that, read widely and often. Many of the topics that get covered in pop psychology don’t fit neatly within a particular theory, but are helpful in thinking about designing for behavior change. See Chapter 12 for more suggestions on continuing your behavior change design education.
Can I use behavior change design for evil?
Sure, but I don’t condone it, and it will probably come back to bite you when people realize what’s happening and stop trusting you. Play the long game and use your behavior change design skills for good. Learn about how to build and maintain user trust in Chapter 10, and get tips from experts on ethical design practices in Chapters 6 and 10.
CONTENTS
Psychology and Design Belong Together
What Types of Products Benefit from Behavior Change?
Where Does Behavior Change Happen?
The Behavior Change Design Process
The Upshot: You Can Do Behavior Change Design
Heather Cole-Lewis and Building Toward Value