Designing for Behavior Change: Applying Psychology and Behavioral Economics, 2/e
暫譯: 行為改變設計：應用心理學與行為經濟學，第二版

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成為用戶生活中不可或缺的一部分，就像 Instagram、Lyft 等產品一樣。這種深度整合並非偶然，而是經過精心設計和反覆學習的過程，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——來幫助您的用戶使用您的產品達成他們的目標。

在這個更新版中，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的過程。產品經理、用戶體驗（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，以識別目標用戶和行為、構建產品並評估其有效性。

- 學習幫助人們改變行為的三個主要策略
- 確定目標受眾希望改變的行為——以及阻礙他們的障礙
- 開發有效且令人愉悅的設計
- 測量您的產品影響並學習改進的方法
- 將行為科學與數據科學結合，以確定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)

史蒂芬是一位行為科學家，專注於金融行為及數位產品如何幫助個人更有效地管理財務。他擔任晨星（Morningstar）行為科學部門的負責人，領導一支行為科學家和實務專家的團隊，進行有關儲蓄和投資行為的原創研究。

溫德博士（Dr. Wendel）著有兩本應用行為科學的書籍：《設計行為改變》（Designing for Behavior Change）和《改善員工福利》（Improving Employee Benefits），並創立了非營利組織行動設計網絡（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。

在加入晨星之前，他曾擔任HelloWallet的首席科學家，幫助建立一個吸引人的產品，讓用戶能夠掌控自己的財務。這本書的動機來自於他和HelloWallet團隊在過程中面臨的挑戰，當他們學習如何將行為文獻應用於消費者產品，並與同樣尋求有效行為改變方法的公司進行諮詢。在加入HelloWallet之前，他共同創立了兩家IT公司，並進行有關政治行為動態的研究。

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