When approaching any design-led activity consideration must be given to the aesthetic, functional, economic, environmental and socio-political dimensions of the design object, and how the object designed provokes a personal response on each of these dimensions.
As a company that designs experiences, at ELSE we consider each of these aspects when helping organisations design experiences for their customers.
And as we are particularly focussed on those aspects that help organisations change their customers’ behaviours.
These can range simple changes like making them more likely to press a button, or complete a simple task, to massively more complex long-term customer engagements like living a more healthy lifestyle, or planning for their financial future.
A simplistic approach to changing behaviour might simply rely upon a mix of information, instruction and incentives – provide people with all the detail they need, tell them what to do, and give a reward for making the right decision, and they’re bound to do what you want.
But that is to misunderstand what humans actually feel, think and do.
To help people change their behaviour, you have first to understand how they behave – which sounds simple, but isn’t, because people aren’t simple, and they don’t behave in a simple fashion.