Designing for Behavior Change

书名：Designing for Behavior ChangeApplyingPsychologyandBehavioralEconomics
作者：StephenWendel
译者：
ISBN：9781449367626
出版社：O'ReillyMedia
出版时间：2013-11-1
格式：epub/mobi/azw3/pdf
页数：400
豆瓣评分：

书籍简介：

A new wave of products is helping people change their behavior and daily routines, whether it’s exercising more (Jawbone Up), taking control of their finances (HelloWallet), or organizing their email (Mailbox). This practical guide shows you how to design these types of products for users seeking to take action and achieve specific goals. Stephen Wendel, HelloWallet’s head researcher, takes you step-by-step through the process of applying behavioral economics and psychology to the practical problems of product design and development. Using a combination of lean and agile development methods, you’ll learn a simple iterative approach for identifying target users and behaviors, building the product, and gauging its effectiveness. Discover how to create easy-to-use products to help people make positive changes. Learn the three main strategies to help people change behavior Identify your target audience and the behaviors they seek to change Extract user stories and identify obstacles to behavior change Develop effective interface designs that are enjoyable to use Measure your product’s impact and learn ways to improve it Use practical examples from products like Nest, Fitbit, and Opower

作者简介：

Stephen Wendel

Stephen is a behavioral social scientist who serves as the Principal Scientist at HelloWallet, an independent financial guidance company. He conducts original research on financial behavior and coordinates the research efforts of HelloWallet’s advisory board of leading behavioral economists and psychologists.

At HelloWallet, he’s helped build an engaging product that helps users take control over their finances. The impetus for this book comes from the challenges he and the rest of the HelloWallet team faced along the way, as they learned to apply the behavioral literature to consumer products and consulted with companies similarly searching for effective ways to enable behavior change.

Prior to joining HelloWallet, Dr. Wendel co-founded two IT companies, and conducted research on the dynamics of political behavior. He’s the co-founder of Action Design DC, a Meetup of over 800 practitioners and researchers applying behavioral science to their products, and serves as a mentor at 500 Startups and 1776 DC. He and his wife live in the DC area, with a small kid who loves to sing.

书友短评：

@ Sigmund Fraud 当初号称硅谷产品经理人手一本的Hooked，作者后来又针对用户出了一本Indistractable，仿佛行为控制科学是潘多拉魔盒一般。这本书作者谈了太多ethics of behavioral science，试图是冲破Hooked那种视角，给产品设计者提供一个思路，如何利用行为科学引导用户变好，想法很好，谈的很乱，揉在一起读起来简直折磨。再次被BJ Fogg在领域的影响力惊到，关键是他还写了Tiny Habits这样脉络清晰到离谱的行为设计逻辑。这本书我跳着才能读完，什么都要讲到，反而最终让人头大收获小，thinking, fast and slow跟tiny habits两本是入门首选。但参照智能手机以及流行的Apps跟手游，只能说无奈，每个时代都有利用人性的局限。 @ 我是盐 Understand (how we make decisions, create action funnel, strategy for behavior change)->discover (action, actor, outcome) -> design (plan, user stories, UX, product) -> refine (measure, insight, impact) @ 姜小白 Understand (how we make decisions, create action funnel, strategy for behavior change)->discover (action, actor, outcome) -> design (plan, user stories, UX, product) -> refine (measure, insight, impact) @ 我是盐 完美的对研究生课程进行了总结 @ Sigmund Fraud 文字功底差，信息密度低，第三章以后更是纯垃圾。

Chapter 1 How the Mind Decides What to Do Next
The Deliberative and Intuitive Mind
Making Sense of the Mind
Most of the Time, We’re Not Actually “Choosing” What to Do Next
Even When We “Choose,” Our Minds Save Work
The Obvious, Simple Stuff Is Really Important
A Map of the Decision-Making Process
On a Napkin
Chapter 2 Why We Take Certain Actions and Not Others
A Simple Model of When, and Why, We Act
The Create Action Funnel
On a Napkin
Chapter 3 Strategies for Behavior Change
A Decision or a Reaction: Three Strategies to Change Behavior
Strategy 1: Cheat!
Strategy 2: Make or Change Habits
Strategy 3: Support the Conscious Action
A Recap of the Three Strategies
On a Napkin
Discovering the Right Outcome, Action, and Actor
Chapter 4 Figuring Out What You Want to Accomplish
Start with the Product Vision
Nail Down the Target Outcome
Identify Additional Constraints
Generate a List of Possible Actions for Users to Take
On a Napkin
Chapter 5 Selecting the Right Target Action
Research Your Target Users
Select the Ideal Target Action
Define Success and Failure
How to Handle Very Diverse Populations
On a Napkin
Developing the Conceptual Design
Chapter 6 Structuring the Action
Start the Behavioral Plan
Tailor It
Simplify It
Make It “Easy”
On a Napkin
Chapter 7 Constructing the Environment
Tactics You Can Use
Increase Motivation
Cue the User to Act
Generate a Feedback Loop
Knock Out the Competition
Remove or Avoid Obstacles
Update the Behavioral Plan
On A Napkin
Chapter 8 Preparing the User
Tactics You Can Use
Narrate the Past to Support Future Action
Associate with the Positive and the Familiar
Educate Your Users
How Training Your Users Fits In
Update the Behavioral Plan
How Behavior Change Techniques Relate to the Thought the Behavior Requires
On a Napkin
Designing the Interface and Implementing It
Chapter 9 Moving from Conceptual Designs to Interface Designs
Take Stock
Extract the Stories or Specs
Provide Structure for Magic to Occur
On a Napkin
Chapter 10 Reviewing and Fleshing Out the Interface Designs
Look for Big Gaps
Look for Tactical Opportunities
On a Napkin
Chapter 11 Turning the Designs into Code
Put the Interface Design in Front of Users
Build the Product
Go Lean If Possible
On a Napkin
Refining the Product
Chapter 12 Measuring Impact
Why Measure Impact?
Where to Start: Outcomes and Metrics
How to Measure Those Metrics
Determining Impact: Running Experiments
Determining Impact: Unique Actions and Outcomes
Other Ways to Determine Impact
What Happens If the Outcome Isn’t Measurable Within the Product?
On a Napkin
Chapter 13 Identifying Obstacles to Behavior Change
Watch Real People Using the Product
Check Your Data
Figure Out How to Fix the Obstacles
On a Napkin
Chapter 14 Learning and Refining the Product
Determine What Changes to Implement
Measure the Impact of Each Major Change
When Is It “Good Enough”?
How to (Re-)Design for Behavior Change with an Existing Product
On a Napkin
Putting It into Practice
Chapter 15 Common Questions and a Start-to-Finish Example
An Example of the Approach
Questions About How and Why We Act
Questions About the Mechanics of Building Behavior Change Products
Chapter 16 Conclusion
Four Lessons
Themes
Looking Ahead
Appendix Glossary of Terms
Appendix Resources to Learn More
Resources on Behavior and Decision Making
Appendix Bibliography
Appendix About the Author
· · · · · ·

添加微信公众号:好书天下获取