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A BEHAVIORAL APPROACH TO SERVICE DESIGN
IMAGE: CCO PUBLIC DOMAIN
IMAGE: CCO PUBLIC DOMAIN
OVERVIEW 1. Learn 3 principles in psychotherapy
that are relevant to design.
2. Review tools that can help realize these principles.
ALL RIGHTS RESERVED, ALISAN ATVUR 2016 ALISANATVUR.COM
My job is to understand how and why people do things
ALL RIGHTS RESERVED, ALISAN ATVUR 2016 ALISANATVUR.COM
My job is to understand how and why people do things so organizations can improve their products and service.
ALL RIGHTS RESERVED, ALISAN ATVUR 2016 ALISANATVUR.COM
New York
Counseling Psychology
IMAGE: CCO PUBLIC DOMAIN
ALL RIGHTS RESERVED, ALISAN ATVUR 2016 ALISANATVUR.COM
New York Atlanta
Counseling Psychology
Service Design
IMAGE: CCO PUBLIC DOMAIN
ALL RIGHTS RESERVED, ALISAN ATVUR 2016 ALISANATVUR.COM
New York Atlanta San Francisco
UX/IXDStrategy
Counseling Psychology
Service Design
IMAGE: CCO PUBLIC DOMAIN
ALL RIGHTS RESERVED, ALISAN ATVUR 2016 ALISANATVUR.COM
New York Atlanta San Francisco Copenhagen
UX/IXDStrategy
Counseling Psychology
Service Design
Innovation Facilitator
IMAGE: CCO PUBLIC DOMAIN
IMAGE: CCO PUBLIC DOMAIN
License: CC0 Public Domain IMAGE: CCO PUBLIC DOMAIN
License: CC0 Public Domain IMAGE: CCO PUBLIC DOMAIN
SAME QUESTIONS DIFFERENT CLIENTS, DIFFERENT PROFESSION
License: CC0 Public Domain IMAGE: CCO PUBLIC DOMAIN
1. What should I do?
2. Am I doing something wrong?
3. Why is this happening?
WHAT IS COUNSELING?
Counseling helps people and groups negotiate with their beliefs and values so they can improve the quality of their decisions. (Adapted from Gerald Corey’s definition)
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BEHAVIOR ISN’T ALWAYS RATIONAL.
DEFINITIONS FROM NEW OXFORD AMERICAN DICTIONARY
“based on or in accordance with reason or logic
rational
DEFINITIONS FROM NEW OXFORD AMERICAN DICTIONARY
“based on or in accordance with reason or logic
rational
“think, understand, and form judgments by a process of logic”
reason
DEFINITIONS FROM NEW OXFORD AMERICAN DICTIONARY
“based on or in accordance with reason or logic
rational
“think, understand, and form judgments by a process of logic”
reason logic“reasoning conducted or assessed according to strict principles of validity”
DEFINITIONS FROM NEW OXFORD AMERICAN DICTIONARY
“based on or in accordance with reason or logic
rational
“think, understand, and form judgments by a process of logic”
reason logic“reasoning conducted or assessed according to strict principles of validity”
BEHAVIOR ISN’T ALWAYS RATIONAL.
1890s NOW
1960s1900s 1950s
A TIMELINE OF CLINICAL PSYCHOLOGY
CREATING A COMMON DESIGN LANGUAGE with “nonviolent communication”
1. KIDS SUCK AT COMMUNICATION“At an early age, most of us were taught to speak and think ‘jackal.' . . . It is a way of mentally classifying people into varying shades of good and bad, right and wrong. Ultimately, it provokes defensiveness, resistance, and counterattack. ‘Giraffe’ bids us to speak from the heart, to talk about what is going on for us-without judging others.”
- Compassionate Communication, by Dr. Marshall Roseberg
“
2. CONSTRUCTIVE LANGUAGE IS A POWERFUL TOOL“
88 Human Needs
91 Positive Feelings we wish to experience
153 Negative Feelings we want to avoid
ROSENBERG’S DESIGN DECKA GAME FOR EXPERIENCE DESIGNERS
Goal As a group, choose a “human need,” “positive feeling” and
“negative feeling” to be the focus areas of a new service.
Instructions 1. Players selects his or her individual cards Each player starts with a full Rosenberg deck. Players spend 5 minutes
reviewing the deck to choose one of each of the 3 types of cards.
2. Option A: Facilitator Chooses Card Individually, players reveal which card they feel is most important to
the success of the service. The facilitator chooses which card will be
the focus of the new service. A card of the same type cannot be played
again. Players continue to reveal individual cards until one of each card
type has been chosen by the facilitator.
3. Option B: Group Choice All players reveal their cards simultaneously. Groups discuss which
human need, positive feeling and negative feeling should be the focus
of the new service.
EmbarrassedEmbarrassed
EmbarrassedPhysical Well-Being
Physical Well-BeingPhysical Well-Being
Human Need
Choose your card based
on your opinion regarding
which human need you
feel is most important to
consider for this service.
ConfidentConfidentConfident
Positive Feeling
Choose the card with the
feeling you believe is most
important to invoke in the
new service.
Negative Feeling
Choose the card with the
feeling you believe is most
important to mitigate in
the new service.
About Non-Violent Communication The Rosenberg Deck is inspired by the work of Dr. Marshall Rosenberg,
a pioneer in non-violent communication (NVC). The terminology in this
deck has been adapted from Rosenberg’s original needs index [ (c) 2005
by Center for Nonviolent Communication].
Designed by Atvur The cards and the game have been designed by Alisan Atvur. This deck is
not for sale by Alisan Atvur or any other party.
FOCUS A SERVICE: CHOOSE ONE OF EACH
THE ROSENBERG DRAW
Physical Well-Being
Physical Well-BeingPhysical Well-Being
Human Need Choose your card based on your opinion regarding which human need you feel is most important to consider for this service.
ConfidentConfidentConfident
Positive Feeling Choose the card with the feeling you believe is most important to invoke in the new service.
EmbarrassedEmbarrassed
Embarrassed
Negative Feeling Choose the card with the feeling you believe is most important to mitigate in the new service.
A Behavioral Approach to Service Design All assets designed by Alisan Atvur and Katrine Rau. 2015.
THE ROSENBERG DRAW
Physical Well-Being
Physical Well-BeingPhysical Well-Being
Human Need Choose your card based on your opinion regarding which human need you feel is most important to consider for this service.
ConfidentConfidentConfident
Positive Feeling Choose the card with the feeling you believe is most important to invoke in the new service.
EmbarrassedEmbarrassed
Embarrassed
Negative Feeling Choose the card with the feeling you believe is most important to mitigate in the new service.
A Behavioral Approach to Service Design All assets designed by Alisan Atvur and Katrine Rau. 2015.
1 (5 Min)
2 (5 Min)
3 (5 Min)
MAPPING BEHAVIORS with“rational emotive behaviorism”
1. THINKING MAKES THINGS SUCK.
“. . . . it is largely our thinking about events that leads to emotional and behavioral upset. . . . individuals are taught how to examine and challenge their unhelpful thinking which creates unhealthy emotions and self-defeating/self-sabotaging behaviors.”
- The Albert Ellis Institute
“
Behavior
Activators Feelings and thoughts
Behavior
Activators Feelings and thoughts
Consequences Feelings and thoughts
Behavior
A C
B
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Run to train
Find a seat with lots of
room
Start my morning rituals
Feeling Rushed, Hurried, Concerned
Thinking about getting to my first meeting
Wondering if I have my bus pass
Hoping I don’t sweat too much
Feel silly that I’m running in a suit
Satisfied if made the train
Pissed if I missed the train
Worries if I will miss my meetin
IMAGE: CCO PUBLIC DOMAIN
IMAGE: ALISAN ATVUR
Run to train
Find a seat with lots of room
Start my morning rituals
Feeling Rushed, Hurried, Concerned
Thinking about my first meeting
Wondering if I have my bus pass
Hoping I don’t sweat too much
Feel silly that I’m running in a suit
Satisfied if made the train
Pissed if I missed the train
Worries if I will miss my meetin
Activators Feelings and thoughts
Consequences Feelings and thoughts
Behavior
A C
B
IMAGE: CCO PUBLIC DOMAIN
2. START BY SEEING THE SYSTEM OF FEELINGS.
“Too many people are unaware that it is not outer events or
circumstances that will create happiness; rather, it is our
perception of events and of ourselves that will create, or
uncreate, positive emotions.”
- Albert Ellis
“
1 (5 mins)
2 (5 mins)
3 (5 mins)
4 (5 mins)
5 (5 mins)
6 (5 mins)
MAPPING MOTIVATIONS with “guiding self ideals”
1. WE FEAR FEELING INFERIOR.
“Adlerian Psychology focuses on people's efforts to
compensate for their self-perceived inferiority to others. “
- Adler Graduate School“
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License: CC0 Public Domain
Familiar “inferiority”“I would feel bad if I didn’t hit the metric my boss set for me.”
Familiar ResultsLess Risk Taking
Less Enjoyment in Work Less Motivation to Experiment
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2. WE SEEK A “FICTIONAL FINAL GOAL.”
“He felt that there is no internal war or conflict, and that
the individual moves only in one direction... Adler believed
that the personality was organized around a single
"fictional final goal."
- http://www.mind-development.eu/adler.html
“
License: CC0 Public Domain
Familiar “fiction” “If I can just get to a point where I could put my company on the market, I’d be done.”
Familiar ResultsLess meaningful work
Increased stress Less team loyalty
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3. ENCOURAGE RELENTLESSLY.“According to Adler, when we feel encouraged, we feel
capable and appreciated and will generally act in a
connected and cooperative way. When we are discouraged,
we may act in unhealthy ways by competing, withdrawing,
or giving up. It is in finding ways of expressing and
accepting encouragement, respect, and social interest that
help us feel fulfilled and optimistic.“
- Adler Graduate School
“
1 (5 mins)
2 (5 mins)
3 (5 mins)
4 (5 mins)
IMAGE: CCO PUBLIC DOMAIN
CONCLUSION 1. Learn 3 principles in psychotherapy
that are relevant to design.
2. Review tools that can help realize these principles.
MAKING STAKEHOLDERS INTO SENSEMAKERS A Behavioral Approach to Service Design
LEGAL All images used in this presentation are public domain unless credited otherwise. No part of this presentation should be distributed without citing all sources, including the psychologists and designers involved in this presentation. This presentation does not reflect the opinions of current or former employers of Alisan Atvur. This presentation and materials is not for profit and it should not be re-sold for any purpose.
THANKS Thanks to Dr. Jacqueline Mattis, former dean of the Steinhart School of Psychology at NYU, for her compassion and creativity. I’m also grateful for the work by the psychologists who influenced this work, including Marshall Rosenberg, Albert Ellis, Albert Bandura, Gerald Corey and many more. Finally, thanks to the conference coordinators at the Service Design Network, Camp Digital, and UX Cambridge for letting me share work that I’m passionate about.
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