When you're trying to change your user's behavior, you can't just create any old kind of content. You need to understand how people make decisions, how we build [and unbuild] habits, and what shortcuts our brain uses that sometimes trip us up.

1. Laura Creekmore @lauracreekmore
content design
for behavior change

2. ?

3. Healthy choices
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4. ?
Now…A few questions for you

5. congratulations https://www.flickr.com/photos/adoseofshipboy/

6. Maybe not.

7. Welcome new members
I’m actually a member.
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8. ?

9. behavior change is hard

10. Content can help

11. people are funny

12. Decisionmaking
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13. Decisionmaking
Dual process theory
Our decision making process can be
described in a couple of main ways:
Deliberative or intuitive.
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14. Decisionmaking
Dual process theory cognitive bias
Our decision making process can be
described in a couple of main ways:
Deliberative or intuitive.
Our brain uses shortcuts to help us
make decisions. They work — mostly.
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15. Decisionmaking
Dual process theory cognitive bias
Our decision making process can be
described in a couple of main ways:
Deliberative or intuitive.
Our brain uses shortcuts to help us
make decisions. They work — mostly.
choice overload
We are overwhelmed by too much
information or too many choices.
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16. Decisionmaking
Dual process theory cognitive bias
Our decision making process can be
described in a couple of main ways:
Deliberative or intuitive.
Our brain uses shortcuts to help us
make decisions. They work — mostly.
context
No one decides anything in a vacuum.
choice overload
We are overwhelmed by too much
information or too many choices.
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17. book recommendation 1
Designing for Behavior change
by Steven Wendel
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18. book recommendation 2
switch
by Chip Heath and Dan Heath
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19. education≠Step one
(Not necessarily, anyway)
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20. RIGHT?

21. my rider is going nuts
https://www.flickr.com/photos/adoseofshipboy/

22. Decisionmaking
Dual process theory cognitive bias
Our decision making process can be
described in a couple of main ways:
Deliberative or intuitive.
Our brain uses shortcuts to help us
make decisions. They work — mostly.
context
No one decides anything in a vacuum.
choice overload
We are overwhelmed by too much
information or too many choices.
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23. Shaping the path
https://www.flickr.com/photos/88642337@N02/

24. Decisionmaking
Dual process theory cognitive bias
Our decision making process can be
described in a couple of main ways:
Deliberative or intuitive.
Our brain uses shortcuts to help us
make decisions. They work — mostly.
context
No one decides anything in a vacuum.
choice overload
We are overwhelmed by too much
information or too many choices.
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25. too much is too hard

26. too much is too hard

31. Decisionmaking
Dual process theory cognitive bias
Our decision making process can be
described in a couple of main ways:
Deliberative or intuitive.
Our brain uses shortcuts to help us
make decisions. They work — mostly.
context
No one decides anything in a vacuum.
choice overload
We are overwhelmed by too much
information or too many choices.
24

32. confirmation bias
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33. curse of knowledge
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34. normalcy bias
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35. optimism bias
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36. behavior change
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37. behavior change
stages of
change triggers shaping the
content
Understanding when the If this, then that
time is right
Communicating for
effectiveness
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38. Transtheoretical model
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39. Transtheoretical model
stages of
change
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40. Transtheoretical model
stages of
change
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Pre-contemplation

41. Transtheoretical model
stages of
change
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Pre-contemplation
contemplation

42. Transtheoretical model
stages of
change
30
Pre-contemplation
contemplation preparation

43. Transtheoretical model
stages of
change
30
Pre-contemplation
contemplation preparation action

44. Transtheoretical model
stages of
change
30
Pre-contemplation
contemplation preparation action maintenance

45. Tiny habits
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stages of triggers
change

46. how we make a difference
stages of
change triggers shaping the
content
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47. book recommendation 3
how to get people to do stuff
by Susan Weinschenk
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48. Designing content
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49. Understand your audience

50. design content for user context
stages of
change
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Pre-contemplation
contemplation preparation action maintenance

51. Tiny habits
37
stages of triggers
change

52. let the elephant do the work

53. compassion
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54. compassion
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55. It’s hard to fit exercise
into a busy schedule,
but you can do it! We’ll help.

56. Take a 10-minute walk
after dinner tonight.

57. park in the farthest row.

58. Congrats! You find ways
to move more every day.

59. Seamless early, thoughtful later
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60. change the experience
to inspire thought
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61. maybe never?

62. match your messages and channels
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66. ?

67. book recommendation 4
design for care
by Peter Jones
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68. THANK YOU
HOW TO CONTACT ME
Changing behavior? Content strategy?
Health care? Cards baseball?
I’m your woman.
EMAIL: laura@creekcontent.com
TWITTER: @lauracreekmore
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