Help users achieve their goals, “rather than trap them in addictive experiences”
5 observations on the power of behavioural design
This article is part of the Investigating human behaviour publication.
Gary van Broekhoven, an International Innovation Coach and Consumer Psychologist, was the first external speaker for the UX Team’s Design Collective Gathering #3 in September 2024, presenting on behavioural design and user psychology. Known for innovative frameworks like GRAMS, NOREX, and others, Gary has developed over 200 products and services, working with top brands like Disney, NASA, Sanofi, ING, and SEAT. His passion lies in uncovering hidden motivations behind human behavior, often hacking traditional research methods to reveal deeper insights.
1. Behavioural design and user psychology
A major point was the common oversight in UX design — focusing too much on aesthetics and technology while neglecting the psychology that drives user behaviour. Successful design, he explained, lies in understanding why people make decisions, which often goes beyond what they can articulate themselves. He shared a personal story from his early design education, where discussions rarely centred on understanding people. Instead, they focused on aesthetics like golden ratios and mastering software. When he asked, “When are we going to learn about people?” the silence from his professors highlighted how traditional design education often neglects the human aspect of design.
2. Emotional contexts in design
One striking story involved his research into empty nesting syndrome for a bathroom company. He discovered that after their children leave home, many parents — especially mothers — go through an identity crisis and often seek to redefine themselves through home renovations, focusing on the bathroom or kitchen. This insight, gleaned from observing behaviour patterns and speaking to salespeople, led to more targeted marketing strategies that resonated with this demographic. Similarly, he pointed out the well-known pattern of people cutting their hair or making drastic changes after a breakup — an emotional trigger often overlooked by brands in the beauty industry. By tapping into these emotional contexts, brands can create more meaningful connections with users.
3. Ethical dilemmas in behavioural design
Behavioural design, while powerful, poses ethical challenges. He raised concerns about using behavioural science to “nudge” users towards actions they might not consciously choose, particularly in industries like gambling or apps that use gamification to encourage engagement. He stressed that while it’s possible to manipulate users, the ethical approach is to use this knowledge to empower them. “The more we understand our users, the better we can help them achieve their goals, rather than trap them in addictive experiences,” he explained. Drawing from his own experience designing gambling machines, he emphasised the need for designers to decide where to draw the ethical line and ensure their work enhances user well-being.
4. Real-world applications of behavioural design
In his work with Disney, he demonstrated how understanding children’s emotional experiences can lead to more impactful design. The goal wasn’t just to make toys but to create experiences that become part of a child’s emotional memory. This approach, focusing on emotional resonance rather than just function or aesthetics, ensures that products leave a lasting impact. He also observed how real-world usage patterns often differ from designers’ expectations. For instance, the humorous observation of people using apps like Tinder or Instagram in the bathroom highlighted the importance of understanding actual user contexts, not just idealised scenarios.
5. Simplifying complexity
Contrary to fears that behavioural design might add unnecessary complexity, he argued that it simplifies decisions by aligning with users’ fundamental needs and motivations. As an example, his work with the bathroom brand Rocker revealed that understanding the emotional needs of empty nesters simplified product offerings and marketing strategies. This made the products more intuitive and aligned with customer needs, demonstrating that good behavioural design can streamline, rather than complicate, the user experience.
Reflecting on the power of behavioural design
This presentation made clear that behavioural design is about more than just aesthetics — it’s about uncovering the emotional and psychological drivers behind user behaviour. Empathy and storytelling are key to creating meaningful, user-centred designs. Ethical considerations are vital too, ensuring that insights are used to support and empower users, rather than exploit them. By observing users in real-world contexts, designers can reveal surprising behaviours that guide more effective and resonant designs.
#Investigating-human-behaviour by Roman Schoeneboom is a comprehensive exploration of the intricacies that shape human actions and interactions. This publication offers a deep dive into the psychological, social, and cultural forces that drive behaviours, providing insights on topics such as #emotionalintelligence, #socialinfluence, and #habitformation.
Rooted in a deep curiosity about what drives human behaviour, Investigating human behaviour explores the underlying motivations behind our actions. The publication investigates subconscious patterns, emotions, and social dynamics, offering insights into why we behave in certain ways.
