design for behavior change - usable learning · • norman, donald, the design of everyday things...

© Copyright Usable Learning 2013

So…what does “Learn from Experience”

really mean, anyway?

Julie Dirksen, Usable Learning


First of all…

You are awesome (I know because you are here)

You guys get it. But do you ever have trouble explaining it to other people?


How many people agree with this statement?

We learn from experience.

Let’s unpack that a bit more…


Why do people do the wrong things?

*By wrong, I don’t mean morally wrong…

It’s a simple question, but it has lots of complicated answers.


Sometimes, they don’t know any better.

I can’t buy printer paper from my brother-

in-law?

It has to go through

purchasing? 1800 Calories? Seriously???

How do you figure sales tax, again?


But what about…

People don’t still smoke because nobody happened to mention it was a bad idea, so why does it still happen?

Texting while driving

Fast Food Smoking


I know, but… “I know it’s a bad idea, and I never do it (except when I do, and then I feel guilty).”

“I know it’s a bad idea, but I only do it once in a while, and I’m very careful.”

“I know it’s a bad idea for other people, but I can do it because I’m really good at it.”

“Huh? What’s the big deal?”

Texting while driving


If it’s not a knowledge problem, more information won’t help.

So what will help?


So, this is where experience comes in…

• Visceral experiences

• Contextual experiences

• Automatic experiences

• Embodied experiences


Let’s start with visceral experiences

cer

Relating to deep inward feelings rather than to the intellect


The Trolley Problem

Phillippa Foot, Judith Jarvis Thomson, Joshua Greene


Enter Joshua Greene

Greene et al 2001 http://www.wjh.harvard.edu/~jgreene/GreeneWJH/Greene-CogNeuroIV-09.pdf


There are a lot of different decision makers in your brain…

From Jonathan Haidt’s The Happiness Hypothesis


The Rider


The Elephant


So, when there’s a conflict…

Who do you think wins?


What do we really mean when we say “We learn from experience?”

Let me tell you a story about a friend of mine…


Here’s the thing..

…the elephant isn’t stupid. This sucks…I am not doing this

again…


We learn from experience

How many of you know that it’s bad to text while driving?

How many of you learned this through personal experience?


So, let’s break this down…

What are each of these drivers learning from their experiences?


When we think about learning experiences…

Experience in the world

Experience in the

training


But, Visceral Matters Too…

http://vhil.stanford.edu/pubs/2011/VHIL-technical-report.pdf


Visceral Matters

How about some the fruit salad or cake?

http://ideas.repec.org/a/ucp/jconrs/v26y1999i3p278-92.html


Design for the elephant

https://www.youtube.com/watch?v=R0LCmStIw9E


Urgency matters

We are creatures of urgency:

Maybe I should consider

retirement planning…


Which do you think works better:

I guess I’ll be glad I

know this someday…

I’m really glad I know this now…


And the future is sooooo far away…


Oooo, shiny!


We have trouble with this…

We are also loss averse…


Contextual Experience

Con text

The circumstances that form the setting for an event, statement, or idea and in terms of which it can be fully understood and assessed.


Where would you study?

You need are going to take a test in class next week. Where do you prefer to study?

1. In a quiet library?

2. In your favorite coffee shop?

3. In the gray windowless classroom with the noisy HVAC system?


What are we learning?

We might be teaching this

But we are learning all of this.


What do you associate with Lavender?


We decontextualize a lot

This is my issue with “themes”


Contextual Triggers

You are training a call center on a process for dealing with angry customers.

What triggers tell the learner they need to activate that knowledge?


Decontextualizing helps with simplicity and clarity


Let’s try with a little more context


Triggers in the environment? 1

2

3

4


Contextual Triggers


Emotional Context Suppose you are healthcare professional taking a webinar on strategies for dealing with irate patients.


The sales

commission is

going to be

10%!!

The sales

commission is

going to be

10%!!

The sales

commission is

going to be

10%!!

Facts need context too


Rational Decision Making


http://gaius.fpce.uc.pt/niips/novoplano/ps1/documentos/dutton&aron1974.pdf Photo by Mike Taylor

Suspension Bridges


Automatic Experience

ic

Done or occurring spontaneously, without conscious thought or intention.


There’s system 1 and 2

Things we do automatically

• System 1: Fast, automatic, frequent, emotional, stereotypic, subconscious

Things we think about

• System 2: Slow, effortful, infrequent, logical, calculating, conscious

Daniel Kahneman – Thinking Fas t and Slow


Automaticity can be acquired


We develop unconscious competence

• Familiarization

• Comprehension

• Conscious Effort

• Conscious Action

• Proficiency

• Unconscious Competence

Gloria Gery, Electronic Performance Support Systems


The elephant is a creature of habit


We develop unconscious competence

Glucose Metabolic Rate after several weeks of Tetris Practice

Haier et al, 1992


Change is hard If you are used to this: Then this feels bad:


This affects motivation and self control

Remember the fruit salad or cake?

http://ideas.repec.org/a/ucp/jconrs/v26y1999i3p278-92.html


Practice can be more important than knowledge


Embodied Experience

To be an expression of give a tangible or visible form to, provide with a physical form


Recognition Over Recall

Choose a response

Let me tell you about the benefits of that model…

So, can I ask you what you’ll be using this for?

That’s the best option for serious users.

Type your response

[type your response here]

What can you tell me about this phone?


Retrieval Practice

Which produces the best study outcomes?

Karpicke and Blunt http://www.learningsolutionsmag.com/articles/1080/ http://blog.learnlets.com/?p=3050

Traditional Studying

Creating a Mind Map

Retrieval Tests


The first time is the most difficult. It seemed to take a

lot longer on the way here.

Let me tell you about my issue with podcasting


Use good models – Diffusion of Innovation

• Relative Advantage

• Compatibility

• Complexity

• Trialability

• Observability

Everett Rogers , Diffusion of Innovations


Self-confirmation bias

I’m saying this out loud so I must think it’s true!


So, this is where experience comes in…

• Visceral experiences

• Contextual experiences

• Automatic experiences

• Embodied experiences


SO, WHAT DESIGN PRINCIPLES CAN WE PULL FROM THIS?

I’m asking you:

• Visceral experiences • Contextual experiences • Automatic experiences • Embodied experiences


Questions?

Julie Dirksen [email protected] Twitter: usablelearning Design For How People Learn designforhowpeoplelearn.com

Slides and references:

bit.ly/ILU2013

mailto:[email protected]


References • Shiv, B. and A. Fedorikhin. 1999. Heart and Mind in Conflict: Interplay of Affect and Cognition in Consumer

Decision Making. Journal of Consumer Research 26 (December): 278–282.

• Haidt, Jonathan, The Happiness Hypothesis (book)

• Gery, Gloria, Electronic Performance Support Systems (book)

• Haier, R.J., B.V. Siegel Jr., A. MacLachlan, E. Soderling, S. Lottenberg, and M.S. Buchsbaum. 1992 Regional glucose metabolic changes after learning a complex visuospatial/motor task: a positron emission tomographic study. Brain Research 570: 134–14.

• Thaler, Richard and Sustein, Cass. Nudge (book)

• Okita, S.Y., J. Bailenson, and D.L. Schwartz. 2008. Mere Belief of Social Action Improves Complex Learning. Proceedings of the 8th International Conference for the Learning Sciences.

• Johnson, Eric J. and Goldstein, Daniel G., Do Defaults Save Lives? (Nov 21, 2003). Science, Vol. 302, pp. 1338-1339, 2003. Available at SSRN: http://ssrn.com/abstract=1324774

• Norman, Donald, The Design of Everyday Things (book)

• Greene and Paxton, Patterns of Neural Activity Associated with Honest and Dishonest Moral Decisions, PNAS 106:12506-12511 (July 28, 2009).

• Prochaska, JO; Norcross, JC; DiClemente, CC. Changing for good: the revolutionary program that explains the six stages of change and teaches you how to free yourself from bad habits. New York: W. Morrow; 1994

• Rogers, Everett Diffusion of Innovations (book)

• Pronin E, Olivola CY, & Kennedy KA. (2008) Doing unto future selves as you would do unto others: psychological distance and decision making. Personality and social psychology bulletin, 34(2), 224-36.

http://ssrn.com/abstract=1324774

http://ssrn.com/abstract=1324774

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