What can behavioural science teach us about user engagement?

Wholesale, societal change is needed if we are to deliver our net zero targets – which will require a levelling-up of both public understanding and buy-in. But change of any sort is hard – and doubly so people do not know how they will benefit. 

Livvy Drake of Sustainable Sidekick, a sustainability & behaviour change delivery organisation, gave a fascinating talk to attendees of SWIP’s Enabling Better Infrastructure workshop on user experience and the behavioural science of change around both transport use and waste – providing a range of behavioural science models and scattering plenty of helpful tactics along the way.

Social practice theory

Using transport as an example, Livvy explained the three pillars of social practice theory:

• Meanings:  Cultural conventions, expectations, and shared meanings
• Materials: Objects, tools, and infrastructure
• Competencies: Knowledge and skills 

In her example, she showed three transport images – and asked us to discuss what they meant.

Applying to your project: Communications and branding that sell a lifestyle, as opposed to simply conveying strategic needs and benefits that may feel intangible to end users.

Choice architecture 

This principle is core to how infrastructure influences our actions due to the way choice is presented. Choices are influenced by:

• Layout
• Sequencing
• Range of options

Waste disposal and management is significantly influenced by the choice of infrastructure available. So, there are spatial, sequencing, and gamifying tactics that can help, activating the principle of choice architecture.

• Spatial sequencing: People tend to engage with what is in front of them, so collocating recycling and general waste bins together in places where waste disposal is required is key. But clear labelling, attractive design and strong messaging highlighting why it is important to dispose of waste correctly, can all encourage sustainable and responsible choices.
• Making infrastructure attractive to use: Recycling trials have identified user satisfaction where bins are more colourful, bins have been cleaned and food waste bins have pedals to reduce the need to touch them. Making sure labelling is visual rather than just descriptive helps people to quickly decide where to put things.
• Gamifying waste:  Ballot bins have been shown to reduce cigarette butt littering across the world, by up to 73%, with people asked to vote on different topics from football to films. 

Applying to your project: Considering how the user interacts with infrastructure is essential. If you want better uptake of sustainable behaviours, then practical access, convenience, and their enjoyment of the infrastructure is critical.

Social influence

Livvy highlighted that people are wired to ‘fit in with the tribe’ and want the approval of their peers. So, many people need to see their friends, family, colleagues, or people they identify with performing pro-environmental behaviours. 

She provided three examples of ‘visible sustainability’ to highlight her point:

• Solar panels: These are very visual and there is evidence to suggest that people follow their neighbours in investing in them – this article on the social contagion phenomenon around domestic solar panels provides more information.
• Kerbside recycling: In research,  Recycling behaviour was influenced mainly by the psychological  ‘acceptance of the norm to recycle.’ through the visual cues of kerbside bins. 
• Neighbourhood cycling: In Southall, Ealing, public perceptions of cycling within the ethnic minority communities were linked to perceptions of it being a ‘backward step’. To combat the huge health issues and lack of bike ownership, the council gave out 2,500 bikes. As well as reducing the financial barrier to bike ownership it was also hoped to change perceptions when people could see people like them cycling.

Applying to your project: Understand that social influences are a strong driving force in behaviour take-up. Collaborate with communities and community champions that reflect the community to amplify the desirable behaviour.

Visual triggers

Visual triggers are vital to raising awareness of both the issues and the asks. Livvy provided three examples:

• Salient infrastructure: Bins with bright coloured vinyl are much more likely to be used than once without. 
• Familiarity = trust: The more items been visually exposed to people the more familiar they become, and uptake is greater as familiar items are more trusted.  This is why people are often unwilling to change to something new, even if it is better for them – the familiar feels safer.
• Feedback infrastructure: Showing people the impact of their consumption is key to reduction. The introduction of smart meters, for example, has led to a 3%-4% reduction in energy consumption. But around the world, cities have been more ambitious still. A notable example is from Oberlin, USA, who mounted enormous screens in public places showing metrics on the city’s resource usage. How’s that for motivation to get out of the car or reduce your showering time?

Applying to your project: How we present our infrastructure matters. The more salient and familiar the more likely people are to interact with it.

How to develop a campaign

Finally, Livvy talked us through the steps to developing a campaign. This involves:

• Segmenting your audience: Understanding and segmenting the socio-demographics of those you wish to influence is vital. 
• Getting specific on behaviours: Simply knowing who uses sustainable transport, and who does not, is not enough. Which mode? When? Why? The more we know about this, the better.
• Researching the causes and barriers to change: the drivers, values, priorities, and needs of your audience will dictate your messaging, campaign, or initiative.
• Developing an initiative: Using a model like EAST (Easy, Attractive, Social and Timely). 
• Trial, learn and iterate: Pilot your scheme first and be prepared to flex or pivot your approach depending on the feedback you receive.

Applying to your project: Insight-led communication strategies are always more effective. You would not design a bridge or flood defence without first studying its feasibility, doing ground surveys, testing materials and more. So why risk your communications falling flat?

In summary…

Livvy ended with the EAST principle. You need to ensure your ask is:

• Easy: For example, in consultations – go to the places where people spend time, instead of expecting them to come to you. Make your communications easy to follow and your questions easy to answer.
• Attractive: In the world of digital options, brand awareness and visual design has never been more important. Make your materials visually clear, image led and attractive.
• Social: We are tribal creatures, so never underestimate peer influence. Ensure you know who your influencers, as well as decision makers, are – and build advocacy before launching with the public. Success is the local WhatsApp groups comparing notes and chatter over lunch about your project.
• Timely: Cascading your information in the right way, to the right people, at the right time is vital.