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434. Designing for Behavior Change: Insights from Dr. Steve Wendel (Refreshed Episode)

Oct 7, 2024

Dr. Steve Wendel, an applied behavioral scientist and co-founder of sistemaFutura, delves into designing for behavior change. He introduces the CREATE and DECIDE frameworks, highlighting their role in tailoring interventions to human tendencies. Steve discusses the significant impact of timing in consumer engagement and shares relatable anecdotes, like the 'fish on the beach' analogy. He emphasizes real-world applications, such as improving financial services with behavioral insights, making complex ideas accessible and practically useful.

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ANECDOTE

Fish on The Beach Analogy

The "fish on the beach" story illustrates the mistake of trying to educate instead of removing obstacles for behavior change.
Helping the fish directly or changing the environment is more effective than yelling or educating it.

ADVICE

Timing is Key for Attention

Find the right time to capture users' attention instead of shouting about your product.
Tailor communication timing to your users' context for much higher engagement rates.

ADVICE

Focus on Nudgeable Microbehaviors

Identify the exact micro-behaviors users struggle with before designing interventions.
Use frameworks to map behavioral obstacles and target your solutions effectively instead of minor UI changes.

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In this episode of The Brainy Business podcast, Melina Palmer sits down with Dr. Steve Wendel to explore the intricacies of designing for behavior change. Steve, an esteemed applied behavioral scientist and co-founder of sistemaFutura, shares his extensive experience in using behavioral science to drive positive social impact. He has held significant roles at organizations like the Busara Center for Behavioral Economics and Morningstar, and authored several books, including the focal point of today's discussion, Designing for Behavior Change, now in its second edition.

Throughout the episode, Steve delves into the practical applications of behavioral science, sharing insightful anecdotes and frameworks from his book. He introduces the CREATE and DECIDE frameworks, emphasizing the importance of understanding user behavior and designing interventions that align with natural human tendencies. From discussing the humorous and enlightening "fish on the beach" analogy to highlighting real-world examples of successful behavioral interventions, this episode is packed with actionable insights for anyone looking to apply behavioral science in their work.

In this episode:

Understand the CREATE and DECIDE frameworks for designing effective behavioral interventions.
Learn the importance of timing and context in capturing user attention.
Explore real-world examples of behavioral science applications in financial services and beyond.
Discover the significance of testing and iterating on interventions to achieve meaningful results.
Gain insights into the intersection of behavioral science and data science.

Show Notes:

00:00:00 - Introduction Melina Palmer introduces Dr. Steve Wendel and sets the stage for a deep dive into designing for behavior change.

00:02:00 - Steve's Background Steve shares his journey in behavioral science, including his roles at sistemaFutura, Busara Center for Behavioral Economics, and Morningstar.

00:05:30 - Origin of the Book Steve discusses how Designing for Behavior Change originated as a manual for his team and evolved into a comprehensive guidebook.

00:09:00 - The Fish on the Beach Analogy The enlightening story of the fish on the beach and how it illustrates common mistakes in behavior change strategies.

00:13:00 - The CREATE Framework Introduction to the CREATE framework: Cue, Reaction, Evaluation, Ability, Timing, and Experience, and its application in designing interventions.

00:18:00 - The DECIDE Framework Overview of the DECIDE framework: Defining the problem, Crafting the intervention, Determining its impact, and more.

00:22:00 - Real-World Applications Steve shares examples from his work, including interventions to reduce ATM fees and improve financial behaviors.

00:30:00 - Importance of Testing The significance of testing multiple interventions and learning from both successes and failures.

00:35:00 - Behavioral Science and Data Science Discussion on the intersection of behavioral science and data science and the potential for future advancements.

00:40:00 - Impact of the Pandemic How the COVID-19 pandemic has affected habits and behaviors, and the implications for behavioral interventions.

00:45:00- Conclusion What stuck with you while listening to the episode? What are you going to try? Come share it with Melina on social media -- you'll find her as @thebrainybiz everywhere and as Melina Palmer on LinkedIn.

Thanks for listening. Don't forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.

I hope you love everything recommended via The Brainy Business! Everything was independently reviewed and selected by me, Melina Palmer. So you know, as an Amazon Associate I earn from qualifying purchases. That means if you decide to shop from the links on this page (via Amazon or others), The Brainy Business may collect a share of sales or other compensation.

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