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LGA INNOVATION 2018
Behavioural Science & SEN Transport
Matthew Wallbridge - CIO
Amy Jones – Behaviour Change Hub Manager
Behavioural science works!
We use Behavioural Insights to unlock pain pointsto help services find solutions
that increase quality and efficiency of delivery
If there is a specific behaviour you are looking to create or influence, we can help you…
Our behavioural scientists help services understand how the mind works and what influences human behaviourso they can improve outcomes and build services that align with service users needs.
Nudges in the wild….
GOOD v EVIL
Nudges you’ve all seen….
PRIVATE v PUBLIC
Nudges in the sectors….
Nudges in digital….10 steps
What governs our behaviours?
Doer• Habitual
• Emotional
• Lazy
Planner• Calculating
• Analytical
• Smart
DOER
The Stroop test
Blue
Blue
Please state the colour of the text
Green
Red
Red
Red
Black
Black
Black
Blue
Green
Green
Blue
Blue
Please state the colour of the text
Black
Red
Blue
Black
Black
Red
Green
Green
Green
Red
The Stroop test
28%21%50%30% 35%
Apples Bananas Water
Increase in Sales Over 2 weeks
Examples in Croydon
Rapid responses ‘I am so impressed with the finished product, thanks for
your brilliant work on this document.’
OriginalBCH edit approved by London Fire Brigade
Personalise
Messenger effects/ collaboration
Reciprocity
Fluency: bullet points
Explaining why/ stating the evidence using interesting facts
Memorable taglines
Priming danger ‘fatal’
Reciprocity- Croydon cares
Moral conscience
Design the solution
Define the problem
Identify questions
Challenge the assumptions
Outline considerations that may need to be resolved before letter goes live
Inc resident compliance in North ward to 90%
33% decrease
in late
applications
School admissions Insurance uptake
3.8% increase
in uptake
£ 7.4 mil
1,322
£ 9.5 mil
1,687
5 yr expend. growth
761
558
77
75
971
712
98
96
58%
42%
6%
6%
SEN Transport, MD: The business case
• PTB not viable solution
until route optimisation
platform is in place
• Data challenges for RCT
What we didWhat we did What we did• Interviews
• Shadowing
• Observations
• Process mapping
• ITT is a good LT opp
• Gaps in awareness
• Schools not engaged in
ITT
• Conflicting mental models
Insight?
• Desk research
• Data mine
• Insight reports
• Policies
• Best practice
Insight?
• Analysed research
• Menu of interventions
Insight?• Increase uptake of ITT
referrals by Schools
Next steps• Co-creation sessions
• Trial kick off
• Engage w/ SEN team
Identifying the problem – Discovery Research Program
Independent Travel Training
More
Independence
Lower
Costs
Early
Intervention
Referral journey map
School Professional
Receives Information
Χ No clear responsibility
Χ Poor understanding
Χ Psychological barriers (e.g.,
parental reaction with parents)
Service Sends Information
Χ No standardised message
Χ No schedule (not timely)
Χ No clear contact
Opportunities
Draft standard comms
Send in most receptive
time
Use existing contact
point with Council (EHCP
Review Report)
More information requested
from school
Χ Not standardised
Χ Often via phone, in school
lesson hours
Χ Actual and perceived high
effort
Χ Parental Permission needed
i?
Referral Form (filled &
sent)
Χ Multiple forms
Χ Unclear Source
Χ No allocated resource
(time & responsibility)
Χ Usability
Service Decision to Assess
Χ Often no response
Χ Limited information
Χ Subjective decision
Χ Psychological barriers
(e.g., fear of parental
reaction)
Χ Pressure to assess
everyone (KPIs)
Service Receives
Referral
Χ Multiple form types
Χ Not all relevant
information included
Χ Subjective judgement
Opportunities
Request name of
responsible contact
Use read receipts
Use behavioural science
informed comms to
maximise understanding &
motivation
Opportunities
Send form with comms
Outline process and
responsibility
Ensure form usability
Opportunities
Standardise form
Explicitly state decision
criteria
Opportunities
Draft key conversation
points
Call after school
Remove duplication from
form
Ask minimal questions
Opportunities
Explicitly seek decision
criteria
Identify benefits for
parents in advance
Re-frame KPIs
InsightsSo where do I get the referral form?
Knowledge gaps
Risk avoidance
Misconceptions of value
Schools aren’t referring
He can tell you the route to London. (But) He will give his packed lunch to a beggar if he says he is hungry.
Parents are often scared to let their child into the 'big wild world on his own
What’s it for?
Choosing the Intervention
Intervention Ideas Aaffordability
Ppracticability
Eeffectiveness
Aacceptability
Ssafety
Eequity
MoSCoW
Training all SEND children across the
borough W
Identifying children eligible for ITT using
data- predictive modelling S
Targeted communications to parents C
One to one parent visits W
Targeted communications to teachers M
One to one school visits C
ITT suitability decision trees for teachers W
ITT suitability decision trees for service C
Including ITT suitability questionnaire into
EHC review documents W
Including ITT suitability check box prompt
into EHC review documents M
Insights informing our design
Social Norms
Telling doctors that they prescribed an
above average amount antibiotics
lead them to reduce prescriptions.
Ease
Directing people straight to the HMRC form instead of a link
increased the completion rate of tax
returns.
Stories
Telling people about how people in their
community have been successful in applying
for college encouraged other to
do so.
Application formsReverse msg Real testimonials
Key takeaways
Always test assumptions, things aren’t always as they appear
Rapid research; observe & engage, data mine
Assess demand, focus on strategic goals
Acute vs preventative; savings now or in the future
Don’t assume data is readily available…build in contingency
Integrate it into your digital strategy
