Behavior Design und Human Wellbeing – Keynote David Ngo, CEO Behavior Delta

Behavior Design und Human Wellbeing – Keynote David Ngo, CEO Behavior Delta

Vick via the German translation got mixed up amidst its behavior design and human wellbeing and I just realized after reflecting on all the workshops or talks or sessions that I’ve done with clients that I have a 100% success rate at helping people break through their routine ways of thinking their routine ways of feeling and pushing people just past their comfort zone so they’re on that edge of growth and you guys get to choose since you’re sitting in the audience and you’re attending my session you’ve given me permission to perhaps push you a bit on that edge of growth for you to make that choice to breakthrough sound good all right okay so brace yourselves if you’re hearing the sound of my voice now right here right now going to start paying attention to your breath the natural inhale and exhale of your breath very good if you’re still hearing the sound of my voice now right here when you take an inhale in I want you to hold it at the top and as you’re holding at the top and we need to think about perhaps a thought or a potential fear that’s just holding you back professionally or personally and continue holding it continue holding that breath continue holding that thought or that feeling continue holding it hold old perhaps it’s getting uncomfortable very good and now you can let it go and as you exhale need to clear the stuff from your laps put it below you as if you’re getting ready to jump out of your seats please clear this stuff from your laps yes you in the front row with the laptop yes very good and if you’re still hearing the sound of my voice right here right now take a collective last breath in you hold and as you exhale this time I want you to stand up and high-five your new partner friend next you go nice very good this is going to be your new best friend for the next perhaps one minutes awesome if you’re still hearing the sound of my voice right now the person look at who has the longer hair person with the longer hair you are person a person with the longer hair you were person a person B you’re the person with the shorter hair what we’re gonna do now is person a you are gonna lead and you get a lead without words you can laugh you can smile you can lead with your with your body with your facial expressions and person B you will mirror and follow as closely as possible and while you’re doing this continue to listen to my voice to hear why we’re doing such a awesome exercise okay person a you ready take it away go you move they follow you smile they smile you laugh they laugh you want a mirror as closely as possible person B they don’t even know they’re looking at a different person you’re doing great that’s it you’re doing great and while you’re continuing to do this continue hearing the sound of my voice as you’re continuing to move continue listening to the sound of my voice and start to pay attention is this silly like why are we doing this this is dumb Wow why am i doing this all right switch person be you now lead person a you follow now the realization kicks in isn’t so this the same type of feelings and thoughts that we have when we’re trying to innovate or take risks or try it in some new things it might be silly like Torsten when he was creating my horse who thought my horse was going to make so much money awesome very good – high-fives fist bumps in a seat I knew you had it in you I knew you all had it in you it’s not a Swiss audience thing or a Brit audience thing I see you guys all as human beings we want to laugh we want to connect I see you all as human beings not a Swiss audience where it’s so reserved everybody’s telling me all the way everybody so reserved like be warned like no no you guys are fine so why did we do that if you heard the sound of my voice earlier today you’re gonna experience some of the same emotions of why people aren’t taking risks not just Swiss by anybody right even American companies got a consult with you train them in a specific method to test really quickly even if you take calculated risks there’s still that feeling of uncertainty isn’t there you don’t know if it’s actually gonna work a hundred percent so that there’s that feeling of insecurity or fear whether it’s a thought with its emotion and it’s the same thoughts and feelings that you just had in the same exercise here where you’re mirroring this is dumb or I’ve done this before this is silly you think my horse was silly you think that investor thought my horse was silly but no he proved them wrong even though he took the risk the confidence came afterwards the confidence came afterwards the clarity came afterwards so if we’re trying to innovate no matter Swiss American Brits Asian whatever we have to experience that thought of risk in that emotion of risk that thought of uncertainty or fear that emotion of fear and not avoid it but instead go through with it if you can’t do a simple silly mirroring exercise how can you make a business or a product decision that is silly or out of the norm or out of the routine so again a hundred percent success rate at breaking your routine way of thinking and feeling we’ve already succeeded together awesome so today what I’m going to talk about is behavior design and well-being behavior design is a new approach of understanding human behavior and how to design solutions for behavior change it’s born at at Stanford behavior design lab my dear mentor and colleague dr. BJ Fogg this is his work in behavior design that I’ve come to learn practice implement and obsess over and I’m gonna share two tools today with you in behavior design one is a way of thinking a model of human behavior I’ll tease you with a specific behavior design method that I can share with you today and then I’m going to share with you a specific target to how to apply this and what the target is it’s human well-being but what the hell does that actually mean it’s super fuzzy so let me give you an example here let’s dive in with the behavior design model this is a model to think about human behavior and it’s called the Fogg behavior model you do not have to write this down for now because I’m gonna show it to on the screen I’m gonna link it to you as well right now if you’re paying attention to this I just want you to soak it in and soak it in like the warm Sun that you had earlier this summer or like a warm shower or water falling over you for your conscious and subconscious mind this is the Fogg behavior model and the Fogg behavior model helps us understand when behavior happens and when it doesn’t behavior happens when three things come together at the same moment even if one of the elements are missing the behavior doesn’t happen motivation to do the behavior ability to do the behavior and they prompt to do the behavior and by prompt I mean the thing that says act now do this now let’s take an example volunteer the answers here the phone rings you do not pick up why anybody can throw it out three two one why don’t you pick up social context a specific example like you’re at work you’re you’re dating a girl you’re dating a girl great answer thank you round of applause for the gentleman in the front very good very good awesome way to be first take the lead to set permission to everybody that you can call out an answer and perhaps you may be praised and cheered upon by your peers okay so you’re dating a girl you don’t pick up the phone because the motivation isn’t there the girl you are a much more motivated by the beautiful human in front of you great the phone rings again you do not pick up why your mother yes everybody can relate great what else you do not pick up the phone why what it’s in the other room great so the your mother option was a motivation reason the phone in the other room was the ability reason physically you hear it you even want to talk to the person but it’s in the other room and perhaps for some reason you can’t get there and then lastly we have the prompt let’s see if you guys can get this if not I have a back backup example for you why don’t you pick up the phone it’s your ex-girlfriend okay that’s another motivation reason and then we heard from the gentleman up in the front thank you for closing it out another round of applause for the gentleman up fried yes he’s embarrassed great it’s on mute even if you want to talk to the person the phone is right in your pocket but you don’t have the prompt that says act now pick up the phone the behavior doesn’t happen all three of these need to happen at the same moment and most of the time here’s a bonus thing when we think about behavior change we think about let’s just motivate people let’s motivate people to be helped healthier let’s motivate people in based on the reasonings and the answers brought out this is kind of universal no matter what audience I’m talking to there’s always more motivation reasons because we’ve been conditioned to think in order to help a person change whether it’s ourselves or other people I just need to be more motivated or I need to motivate the person and behavior design that’s not true now if you’re a visual person like me you can visualize this on two dimensions motivation ranges from high medium low it’s never the same it’s range it’s like a wave right down here we have ability and it can range from easy to do all the way too hard to do when the person calls you really want to talk to them it’s so easy to do it’s in your hand you hear the ring when prompted the behavior happens on the flip side if the prompt falls below the action line you don’t want to talk to the person you the phones away in the other room even if you hear the prompt or you don’t hear the prompt no matter how many times they email you text you call you the behavior won’t happen prompts fail below the action line prompts succeed above the action line let’s just take what two more examples here participation required you really want to do the behavior you really want to do it you’re really motivated but you just can’t do it how do you feel 3 2 1 frustrated that’s it we intuitively know this this is where frustration lives on the behavior model we know this intuitively but when we’re designing behavior with teams wouldn’t it be great to share a simple framework where you’re all on the same page and thinking about behavior in the same way this is where frustration lives and so if you wanted to do a behavior this is an actual case a non-profit wanted to accept more money but the behavior of actually donating on the website was so hard to do I wanted to give them money I wanted to give them how many times you wanted to give a person money was just so hard to do if they just made it a bit easier behavior would have happened right last example here you really don’t want to do the behavior you really don’t want to do it but it’s just it’s and it’s so easy to do a person asked you to do it how do you feel what’s that what embarrass okay you don’t really want to do it but it’s so easy to do how do you feel almost forests all right perhaps annoyed this is where annoyance lives hey honey take out the trash hey honey take out the trash hey doesn’t happen hey honey take out the trash boom you take out the trash just so that you don’t have to hear the hey honey take out the trash alright this is the Fogg behavior model if you go to fog behavior if you go to behavior model org you can find out online you can find more detail into it again this is BJ’s Foggs model I just wanted to share with you today this is one way to think about human behavior in a new way in a systematic way now what’s after this what is a behavior design method that I can share with you today that I can tease you with today how do we actually test for behavior change participation required imagine you have a hundred hours with your team a hundred hours to learn as quickly as possible to see if a new idea a new innovation is worth your time do you spend option a 100 hours on one test or the 100 hours on 25 tests three-two-one a or B B okay we do this or we say we do this but normally what do we do at work we spend a hundred hours on that one test don’t we to make it as shiny and perfect as possible why because it’s the same feeling that we want to avoid it at that when we did that mirroring exercise that feeling of uncertainty or discomfort or this is silly it’s the same feeling in your body and your mind but now in a professional context of course we spend the hundred hours testing twenty-five ideas at four hours each and that’s exactly what snap testing is there’s seven core methods in behavior design I can share with you the last method method number seven BJ now we co-authored this new expert guide series on behavior design it was a book but we chunked it down to make it even more accessible if you want to learn behavior design and the other methods BJ can do that for you but I’m authorized to be able to share behavior to snap testing with you and train others to do it now what is snap testing snap testing is a quick quantitative test of the psychology of the idea or behavior and four hours of worker less not four consecutive hours but four hours total or less so I wanted to give you four examples for examples just to illustrate what snap testing can do the first one I’ll just share verbally with you it’s a digital health startup web and mobile based out of Amsterdam they’re helping people a chronic kidney disease delay dialysis and one way to do that one is yes you can learn about what you can do but also really it’s about eating the right things so they’re evolving into building a mobile app and they want a coaching component in there well if you’re a developer or your product manager you know how long that’s gonna take it’s gonna take more than four hours to develop that coaching feature code UI UX front-end back-end but in more normal testing might test with surveys or focus groups or traits and mock-ups but what you’re really testing is people telling you what they would do versus what they actually are gonna do what they say they are gonna do versus what they’re actually gonna do because the actual behavior that we’re testing here is if a person signs up and they buy the program are they actually going to interact with the coach on your phone it can be through whatsapp or through text message it through text messaging in the in the states and you can there’s tons of services there to go quick and lean and if you remember GroupMe acquired by Microsoft now but free text message and they can download the app immediately I said okay you want to do that behavior great what I simply need is for you when they sign up and they purchase add an input input field with their number so I can get their number and I can put them into the group name and I’ll run that test and I’ll see if we can engage people to actually be coached and interact with the mobile phone and in that specific behavior how long can you imagine that took less than four hours right to see if we can get the results and test the psychology behind the behavior of will a person interact with the coach on their phone when they sign up for the app versus spending the time to building the mock-ups the UI the UX and the front-end and back-end and then get the feature and see if the behavior happens so in your mind while I’m sharing these examples it may not be one-to-one but think of the examples that this is true for you too the second example is David the snap testing also worked for physical experiences physical products like vehicles or something physical well if it can work for a meditation bus yeah I think it can work for your physical experience too and if you’re testing a physical product or service this is pause now the first mobile meditation Center in the Bay Area a client of mine called pause now this is when they’re on the news so how do you snap tests a meditation bus this took tons of time like a year and a half to reupholster to do the design to add sun roof panels didn’t saw the iPad the iPad tablets and all of that but what if people weren’t willing to get on a damn bus near work to sit and meditate so what we did was I said Jackie okay so Jackie’s story is she was a banker for 30 years and then when and her son finally left college she was like okay I’m done with this I’m gonna pursue my dream and entrepreneur whether you are a entrepreneur or an entrepreneur in a company it doesn’t matter you’re still trying to innovate and you’re still gonna feel the same things you could have the same thoughts of risk or uncertainty in the same emotions it doesn’t matter where you are so I said she had her last day on a Friday we had her behavior design session on a Sunday to map out okay what specific behaviors I told her okay order one of those white moving bands we’re gonna then we’re gonna share a Facebook post telling your colleagues that were gonna be parked near the Wells Fargo that she worked at in San Francisco that she told everybody about hey I’m quitting my job and I’m pursuing my dream and then I said this is us parked out near her office in San Francisco this is us doing another test across LinkedIn in San Francisco we helped so many people like this gentleman experienced their first meditation ever you can see how we just snap tested the I said decorator however you want put some drapes put a chair this is actually notebook getting the Google surveys right then and there this is the another meditation chair that we tested this is the side door of the van if you are not a co-worker you’re definitely not getting into this van right but what happened was if we can’t get her co-workers who are the target customer segment busy professional stress professionals right around the corner from where she worked where she just quit her job and where everybody knew that she was going to pursue her dream if we can’t get the most motivated people to do the behavior of stepping on a bus putting on headphones and meditating you’re not gonna do it a year and a half when you repulsed her the bus the psychology doesn’t work if you we asked thirty of her co-workers only one showed up a clear no if we were asked one-tenth ten of her co-workers and only one showed up a clear signal that hey this is not the right behavior this is not the right behavior let’s shift to a different idea you can get that answer in four hours or less you can get that signal of do we go with this do we invest more resources or do we pivot and test something else in four hours or less that’s not testing this is another example that’s Jackie third example that I want to share with you is okay David can we snap test something like AI and avatars so this is another case of a client that wanted to create a mobile app around the health space and wanted and got a lot of research and information that hey we should create an avatar powered by AI and so on and so forth said okay let’s get take a long time right they haven’t even developed anything yet and so how do we test for this well it was a mobile app and so what we got was hey like that I pretended to be the avatar to see if people actually engage with it and then what if I wanted to test the behavior in the app of do we surf this multiple choice a or B well people answer would that be a easier way for people to answer versus coating it mocking it up test with groups like that because we’re actually testing the behavior here versus if the design of the app is intuitive if it’s simple if it’s usable that’s important too but if the psychology doesn’t resonate then that stage is redundant here’s another example well they send a picture in and what if I wanted to test a specific feature that was a one click commitment wouldn’t that be nice for your app or service commitment and consistency of awesome again tomorrow and they could just do one click and the behavior was one click instead of a button it was the letter A we’re testing the psychology of the behavior of will they interact via the mobile phone will they do this behavior will they interact with an avatar the fourth example that I want to give with you is can we snap test about cultural behaviors team dynamics team norms and I’ll give you another case the CEO of this small education tech company came out to me and said hey like our poor team or c-suite is not doing well chief of design wants to quit chief technology officers completely oblivious we don’t feel that we can express ourselves here completely oblivious how do we snap test this how do we snap test cultural norms cultural behaviors and so like Torsten he built something and they had a core offering and then they brought it in-house and tested I was playing with these behavior cards of helping people be more mindful right more in the present moment to help them break through stress or frustration they have to look at the card they see the emotion they turn it back there’s a quick exercise I made those but I haven’t really had the time to test it lots of side projects but when this client came up to me and we were doing a session the night before or I was pondering I wonder if I can implement these cards into that session to help them break that pattern and it it worked and here’s what it said but there was that uncertainty right it’s the uncertainty of like will it work or not but we have to be willing to face that if we want to take the calculated risk and innovate and to get actuals actual data actual evidence versus hypotheses and conjectures that are in our mind it’s scary right it’s the there’s some scary emotions when we bring something here in our mind out into reality because we’re so entangled with it so this is one quotes from the chief products officers that said hey like I’m a zero out of ten of if I want to be here or not I’m willing to quit I’m ready she wanted to quit really bad and this is also what she said Jeff was the CTO and perhaps you can relate to this too like these feeling things these emotion thing was asthma crops as a hippie dippie shits but now he really understands why it’s important for both himself and the team because his teammates weren’t feeling heard they couldn’t feel like it was safe to express themselves they all had their own things the CEO thought she knew to do everything herself and couldn’t ask for help the CP o bottled everything up and didn’t express herself and something was going wrong and the CTO was just completely oblivious and thought and needed things this is what he needed in order for him to understand that he was doing something wrong and to improve he needed to be asked constantly what are you doing wrong what are you doing wrong what are you doing wrong versus what are you doing well how can you improve that was the language that he needed in order to improve and so now the iterated on the cards they don’t use it anymore but this is the outcome that we all want when things get heated at least one person just drops back and creates calm in the space do you make better decisions when you’re stressed and angry or calm and peaceful calm and peaceful great calm and peaceful we know this but in practice right when the going gets tough we revert back to these rune thinking routine thinking and feelings and patterns and so now this might be a plug and play for you this might be a snap test experiment for you not mine but something that they iterated and used on at least they get 2 steps 2 & 3 I feel when you the story in my head is we did that in the live session and it kind of adapted that in their actual practice at work and so perhaps you can plug and play if this is a challenge or a problem for you at work where you’re not feeling hurt or you’re a manager and you notice that you’re your colleagues are not feeling heard and seen for the work that they deserve and to feel – to feel like they’re valued ok great so f fear F fear right because we now have a model of behavior we have understanding behavior we have a method snap testing a bit of how we can test the psychology behind the idea and then what really blocks us from this is fear fear what you tell me if you’re what you don’t have to say it out loud but as I’m asking you you know what the fearful thought is for you what is the fearful thought for you or the fearful emotion what are you afraid of because you’re you are not your mind right your mind can think a thing think a fearful thought but you are different from that similarly with an emotion you might feel the fear the emotion of fear but you’re not that emotion but when we get entangled it’s so real it’s so close like yesterday I’ll give an example like yesterday it was pouring down rain if you did not have an umbrella for whatever reason you don’t even I could get hurt by the rain if you get splashed right but because there was a Sunbrella over you and there was a space there was a space between you and the rain you felt okay but even if you didn’t have the umbrella and you were splashed with water perhaps if that ever happened you you can dance joyously into it or you might get frustrated or angry or pissed off because of the rain but you’re not really hurt similarly at work or in your personal life this goes for both you can have that thought you can have that emotion and you have your umbrella there’s space if there’s no space then you get entangled into it and then you become reactive you don’t make the best decisions so how does this relate to well-being we covered the mobile app we covered the meditation bus we covered the AI avatar and we covered the team culture so now what happens if we don’t break through that fear whether it’s for think about your customers your clients your family your friends the people that you’re trying to serve and support if you don’t break through then we are delaying the time of impact we’re delaying the time of impact and service for your customer for your clients for these people here that this young generation of being caught more calm and peaceful we’re delaying the impact of the people that are just trying to live a healthier life because they have chronic kidney disease and to still get the pleasure of eating whatever they want we’re delaying the impact of the team that wants to do well for their community but they’re just so caught up with each other and they can’t express themselves and so in short what we’ve forgotten is to be selfish making these self small and then remembering what the ish means and the ish means this is a conference about optimism you see optimism placed on all that right we got to break through fear and member to be self ish making the self small and remember what ish means which is to inspire to serve and to help whether it’s in the games to help people entertain themselves so that they forget about the stress and worries for just a moment going to movie theatres is the cheapest therapy right we get wrapped up in a in a story when you get to forget about our problems or a book whether you’re in an EdTech company or an automobile I’ll give a an automobile company so we have a model way of thinking about behavior we have a method of how to design for behavior change solutions now what is the target you got some tools but now what is the target I would say the target is well-being the target is well-being and what does well-being mean well-being is a deep sense of pleasantness is simply a deep sense of pleasantness and there are four areas of well-being that we can focus on there’s four areas of well-being that we can focus on whether it’s for your customers your clients or your team or for you there’s four dimensions of well-being if it’s for you you have a hundred percent control over these four areas of well-being for your team can our external situations always be a hunch percent the way that we want all the time no no matter how calculated the risk that you create it can’t be a hundred percent the way that you want it all the time but at least for you your well-being it can be so what are the four dimensions four dimensions are your body your mind your emotion and your energy so when the body is pleasant we call this health when it’s very pleasant we call this pleasure when the mind is pleasant we call this peace when it gets very pleasant we call this joy when our emotions become Pleasant we call this love when it becomes very pleasant we call this compassion when our very life energies become Pleasant we call this blissfulness when it becomes very pleasant we call this ecstasy so I’ll give you some examples Arianna Huffington huffington post in 2007 she had a wake-up call she was doing work working 18-hour days and she fell down she woke up in a pool of blood with the broken cheekbone because she was overly worked now she’s the biggest advocate of sleep sleep is just a requirement to have health and if you’re not healthy how can you expect to have consistent pleasure in your life so Arianna Huffington had to have a wake-up call in order to focus on body health pleasure if everybody saw the recent interview with Elon Musk and Joe Rogan where it tanked the Tesla stock for a bit if you looked at his interview if you heard his interview Tesla is not a car company he explicitly said Tesla’s not a car company Tesla is about optimization of enjoyment and an optimization of enjoyment because he knows that peace if we don’t have peace how the hell can we expect to be joyful peace is base line for the mind once we have peace then we can feel joy and while I’m giving these examples I want you to think of those moments where you can actually feel these emotions so I’ll just want to give those two examples there and relate it back to the behavior model health pleasure is an outcome is something that we want to focus on what is the specific behavior the specific behavior that Arianna Huffington wants you to do is to not bring your phone into the bedroom that’s a specific behavior that you can design for you can define different solutions let’s look at Tesla to maximize enjoyment what other car company did could you pre-order online and have Easter egg hunts in your car you can make your car dance if anybody’s seen that video that those are specific behaviors that you can design for so body mind emotion and energy and then we’ll end with this remember what I told you that I have a hundred percent success rate and we’ve already succeeded so this is an overachiever thing of helping people break their routine way of thinking I think we’ve done that break their routine way of feeling I think we’ve done that and then the last part here is to I’ll bring you to that comfort zone and I want you to you choose to take off when you think of that fearful thought that fearful emotion that’s holding you back from your company from innovating from your team for your product for your service or you can apply to your personal life you choose what will have the biggest impact for you you got one and so I want you to associate that fear with this word fear and you’re gonna yell back fear on account of three and then I and we’re gonna keep on going until we raise the roof alright so for now please stand up high fives for your partner and this is how we’re gonna end high fives with your partner perhaps even a fist bump if you are feeling overachiever if you are feeling overachiever you can do a fist bump very good I’m gonna say you’re gonna say fear uncross your arms loosen up very good I want you to really feel it I want you to prove all these labels of all this swiss audiences like shy no you are entrepreneurs you are innovators and you have to also fear like any other entrepreneur out there so shake out your body if you can’t shake this out if you and I am giving permission for you to yell fear as much as possible and if somebody requests for the roles to reverse and you guys want to say I’ll say fear we can do that too but if somebody requests that three-two-one woo how does that feel feels pretty awesome does anybody want the role to be reversed I just need to see one hand aha more than one hand very good that was at least 10 plus hands okay so on a count of three you guys say I’ll say fury I’m gonna associate my own fear because this was my snap test I had never done this before it’s a dance and it required you to play and similarly in your innovations it requires you to step up into that place of uncertainty and for the space for life to come in and play with you so on a count of three you guys say I’ll say fear three two one fear fear fear fear thank you my name is David know you guys I’ve been great question perfect David thank you very much [Applause]

Keynote von David Ngo, CEO Behavior Delta LLC am Digital Festival 2018.

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