Designing for Behavior Change: Applying Psychology and Behavioral Economics, 2/e

Wendel, Stephen

Designing for Behavior Change: Applying Psychology and Behavioral Economics, 2/e

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商品描述

Designers and managers hope their products become essential for users--integrated into their lives like Instagram, Lyft, and others have become. Such deep integration isn't accidental: it's a process of careful design and iterative learning, especially for technology companies. This guide shows you how to apply behavioral science--research that supports many products--to help your users achieve their goals using your product.

In this updated edition, Stephen Wendel, head of behavioral science at Morningstar, takes you step-by-step through the process of incorporating behavioral science into product design and development. Product managers, UX and interaction designers, and data analysts will learn a simple and effective approach for identifying target users and behaviors, building the product, and gauging its effectiveness.
 

  • Learn the three main strategies to help people change behavior
  • Identify behaviors your target audience seeks to change--and obstacles that stand in their way
  • Develop effective designs that are enjoyable to use
  • Measure your product's impact and learn ways to improve it
  • Combine behavioral science with data science to pinpoint problems and test potential solutions

商品描述(中文翻譯)

設計師和管理者希望他們的產品能夠成為使用者不可或缺的一部分，就像Instagram、Lyft和其他產品一樣融入他們的生活。這種深度整合並非偶然，而是一個謹慎設計和迭代學習的過程，尤其對於科技公司而言。本指南將向您展示如何應用行為科學（支持許多產品的研究）來幫助使用者實現他們在使用您的產品時的目標。

在這本更新的版本中，Morningstar的行為科學負責人Stephen Wendel將逐步引導您將行為科學融入產品設計和開發過程中。產品經理、UX和互動設計師以及數據分析師將學習一種簡單而有效的方法，用於確定目標使用者和行為、建立產品以及評估其效果。


  • 學習三種主要策略來幫助人們改變行為

  • 確定您的目標受眾希望改變的行為，以及阻礙他們的障礙

  • 開發出令人愉悅的有效設計

  • 測量您的產品影響力並學習改進方法

  • 將行為科學與數據科學結合，找出問題並測試潛在解決方案

作者簡介

Stephen is a behavioral scientist who studies financial behavior and how digital products can help individuals manage their money more effectively. He serves as Head of Behavioral Science at Morningstar, where he leads a team of behavioral scientists and practitioners to conduct original research on saving and investment behavior.

Dr. Wendel has authored two books on applied behavioral science, Designing for Behavior Change and Improving Employee Benefits, and founded the non-profit Action Design Network, educating the public on how to apply behavioral research to product development with monthly events in ten cities.

Prior to joining Morningstar, he served as the Principal Scientist at HelloWallet, where he helped build an engaging product for users take control over their finances. The impetus for this book comes from the challenges he and the rest of the HelloWallet team faced along the way, as they learned to apply the behavioral literature to consumer products and consulted with companies similarly searching for effective ways to enable behavior change. Before HelloWallet, he co-founded two IT companies, and conducted research on the dynamics of political behavior.

作者簡介(中文翻譯)

Stephen是一位行為科學家，研究金融行為以及數位產品如何幫助個人更有效地管理金錢。他擔任Morningstar的行為科學主管，領導一個行為科學家和實踐者的團隊，進行關於儲蓄和投資行為的原創研究。

Wendel博士撰寫了兩本應用行為科學的書籍，分別是《設計行為改變》和《改善員工福利》，並創辦了非營利組織Action Design Network，透過每月在十個城市舉辦的活動，教育公眾如何將行為研究應用於產品開發。

在加入Morningstar之前，他擔任HelloWallet的首席科學家，協助建立一個引人入勝的產品，讓使用者能夠掌控自己的財務。這本書的動機來自於他和HelloWallet團隊在這個過程中所面臨的挑戰，他們學習如何將行為文獻應用於消費者產品，並與其他尋求有效促使行為改變的公司進行諮詢。在HelloWallet之前，他共同創辦了兩家IT公司，並進行了有關政治行為動態的研究。

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