Alisan Atvur - Camp Digital 2016

A BEHAVIORAL APPROACH TO SERVICE DESIGN

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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

http://alisanatvur.com


My job is to understand how and why people do things so organizations can improve their products and service.



New York

Counseling Psychology




New York Atlanta


Service Design




New York Atlanta San Francisco

UX/IXDStrategy


Service Design




New York Atlanta San Francisco Copenhagen

UX/IXDStrategy


Service Design

Innovation Facilitator




License: CC0 Public Domain IMAGE: CCO PUBLIC DOMAIN


SAME QUESTIONS DIFFERENT CLIENTS, DIFFERENT PROFESSION


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)


BEHAVIOR ISN’T ALWAYS RATIONAL.

DEFINITIONS FROM NEW OXFORD AMERICAN DICTIONARY

“based on or in accordance with reason or logic

rational



rational

“think, understand, and form judgments by a process of logic”

reason



rational


reason logic“reasoning conducted or assessed according to strict principles of validity”



rational


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


Human Need Choose your card based on your opinion regarding which human need you feel is most important to consider for this service.


Positive Feeling Choose the card with the feeling you believe is most important to invoke in the new service.


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


Human Need Choose your card based on your opinion regarding which human need you feel is most important to consider for this service.


Positive Feeling Choose the card with the feeling you believe is most important to invoke in the new service.


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


Consequences Feelings and thoughts

Behavior

A C

B


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: 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


Consequences Feelings and thoughts

Behavior

A C

B


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“


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


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


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)


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.