行为变化设计

ForewordPrefacePART I UNDERSTANDING THE HIND AND BEHAVIOR CHANGEChapter 1 How the Mind Decides What to Do NextThe Deliberative and Intuitive MindMaking Sense of the MindMost of the Time, We're Not Actually "Choosing" What to Do Next.Even When We "Choose," Our Minds Save WorkThe Obvious, Simple Stuff Is Really ImportantA Map of the Decision-Making ProcessOn a NapkinChapter 2 Why We Take Certain Actions and Not OthersA Simple Model of When, and Why, We ActThe Create Action FunnelOn a NapkinChapter3 Strategies for Behavior ChangeA Decision or a Reaction: Three Strategies to Change BehaviorStrategy 1: Cheat!Strategy 2: Make or Change HabitsStrategy 3: Support the Conscious ActionA Recap of the Three StrategiesOn a NapkinPART II DISCOVERING THE RIGHT OUTCOHE, ACTION, AND ACTORChapter 4 Figuring Out What You Want to AccomplishStart with the Product VisionNail Down the Target OutcomeIdentify Additional ConstraintsGenerate a List of Possible Actions for Users to TakeOn a NapkinChapter 5 Selecting the Right Target ActionResearch Your Target UsersSelect the Ideal Target ActionDefine Success and Failure :How to Handle Very Diverse PopulationsOn a NapkinPART III DEVELOPING THE CONCEPTUAL DESIGNChapter 6 Structuring the ActionStart the Behavioral Plan.Tailor ItSimplify ItMake It "Easy".On a NapkinChapter 7 Constructing the EnvironmentTactics You Can UseIncrease MotivationCue the User to ActGenerate a Feedback LoopKnock Out the CompetitionRemove or Avoid ObstaclesUpdate the Behavioral PlanOn A NapkinChapter 8 Preparing the UserTactics You Can UseNarrate the Past to Support Future ActionAssociate with the Positive and the FamiliarEducate Your UsersHow Training Your Users Fits InUpdate the Behavioral PlanHow Behavior Change Techniques Relate to the Thoughtthe Behavior RequiresOn a NapkinPART IV DESIGNING THE INTERFACE AND IMPLEMENTING ITChapter 9 Moving from Conceptual Designs to Interface DesignsTake StockExtract the Stories or SpecsProvide Structure for Magic to OccurOn a NapkinChapter lo Reviewing and Fleshing Out the Interface DesignsLook for Big CapsLook for Tactical OpportunitiesOn a NapkinChapter 11 Turning the Designs into CodePut the Interface Design in Front of UsersBuild the ProductGo Lean If PossibleOn a NapkinPART V REFINING THE PRODUCTChapter 12 Measuring ImpactWhy Measure Impact?Where to Start: Outcomes and MetricsHow to Measure Those MetricsDetermining Impact: Running ExperimentsDetermining Impact: Unique Actions and OutcomesOther Ways to Determine ImpactWhat Happens If the Outcome Isn't MeasurableWithin the Product?On a NapkinChapter 13 Identifying Obstacles to Behavior ChangeWatch Real People Using the ProductCheck Your DataFigure Out How to Fix the ObstaclesOn a NapkinChapter 14 Learning and Refining the ProductDetermine What Changes to ImplementMeasure the Impact of Each Major ChangeWhen Is It "Good Enough"?How to (Re-)Design for Behavior Change with anExisting ProductOn a NapkinPART VI PUTTING IT INTO PRACTICEChapter 15 Common Questions and a Start-to-Finish ExampleAn Example of the ApproachQuestions About How and Why We ActQuestions About the Mechanics of BuildingBehavior Change ProductsChapter 16 ConclusionFour LessonsThemesLooking AheadAppendix A: Glossary of TermsAppendix B: Resources to Learn MoreAppendix C: BibliographyAppendix D: EndnotesIndexAbout the Author