TALK: Behavior Wizard: Precision and Power in Persuasive Design
Tuesday, August 24th
WORKSHOP: Designing for Behavior Change: Human Nature, Hot Triggers, and New Habits
Thursday, August 26th
Talk: Behavior Wizard: Precision and Power in Persuasive Design
From Apple to Zynga, the best design solutions today change human behavior. Yet despite decades of research, challenges remain for people who design to influence. First, “persuasion” seems a dirty word. It shouldn’t be. We should now embrace that we’re in the business of behavior change. Next problem: conceptual confusion. The landscape of persuasion can be disorienting, muddied by impractical theories and over-hyped techniques. My new work provides a clear view of behavior change, including language that is simple yet accurate. Finally, I’ll demonstrate how behavior change is a step-by-step process. This explains why one-shot solutions rarely achieve outcomes that matter most. To help designers and researchers succeed more often, my Stanford lab has created the “Behavior Wizard,” which maps routes to the 15 ways behavior can change. Overall, despite the challenges in designing for persuasion, we would do well to face the growing need in today’s world, as well as the unprecedented potential for success.
BJ Fogg directs the Persuasive Technology Lab at Stanford University. A psychologist and innovator, he devotes half of his time to industry projects. His work empowers people to think clearly about the psychology of persuasion–and then to convert those insights into real-world outcomes.
BJ has created a new model of human behavior change, which guides research and design. Drawing on these principles, his students created Facebook Apps that motivated over 16 million user installations in 10 weeks.
He is the author of Persuasive Technology: Using Computers to Change What We Think and Do, a book that explains how computers can motivate and influence people. BJ is also the co-editor of Mobile Persuasion, as well as Texting 4 Health. His upcoming book is entitled The Psychology of Facebook.
Fortune Magazine selected him as a “New Guru You Should Know.”