Cohort 3

Master GenAI powered human-centered experience design using the Makeit toolkit for effective behavioral product & service design.

JOHN GUSIFF

Mahnaz Hajesmaeili

GenAI-powered Behavioral Design Sprint using Make It Toolkit

TL;DR: You'll learn the step-by-step process for conducting a Behavioral Design Sprint leveraging the Make It Toolkit from behavioral challenge statement to prototyping and validating your behavioral design hypotheses. All GenAI-powered (human in the loop)! We took the original Design Sprint process and made it more human-centered by integrating the Make It Toolkit for behavioral design into it - we call the new and improved process The Behavioral Design Sprint: Prepare &amp; Strategize:- Choose a Product or Service- Define target behaviors to encourage or discourage- Formulate a behavioral challenge statement Map &amp; Understand:- Start at the end, map the behavior journey- Utilize the Make It Toolkit Five Laws of Behavior to analyze the customer journey- Identify Make It barriers to progress- Identify and prioritize opportunity points (design interventions)- Prioritize Opportunity (design intervention) Points using RICE Prioritization method- ChatGPT prompt empowered leveraging the Make It Toolkit Five Laws of Behavior and RICE Prioritization Method Ideate &amp; Visualize:- Idea generation using the Make It Toolkit strategies and tactics- Idea refinement leveraging combo/trade-offs to evaluate different Make It Strategy combinations- ChatGPT prompt empowered using the 15 Behavioral Design Strategies within the Make It Toolkit Prototype and Build:- Formulate a set of behavioral design hypotheses- Choose Design Method and Fidelity (storyboard, mock-up, wireframe, etc.)- Visualize and Build/Prototype Solution Concepts- Utilizing ChatGPT prompting and a GenAI powered UX/UI Toolset Test and Validate:- Prototype the chosen Solution Concept using GenAI-based tools- Recruit targeted audience for the Test- Test and Validate the Solution Concept referencing Behavioral Design Hypotheses- Utilizing ChatGPT prompt-driven test and validation criteria alongside best-of-breed tools The enter process is GenAI-powered with a human in the loop where required (you get to decide). The course is Case Study-based and I've hand-picked three specific case studies (e.g., healthcare, renewable energy, and financial services) to guide your learning journey. You'll learn about the key differences between traditional customer journey mapping and behavioral journey mapping (e.g., focus, design objectives, psychological elements, and outcome vs. process orientation). You'll get an overview of the Five Laws of Behavior: 1st Law: B=f(P*E) by Kurt Lewin; 2nd Law: B=S1+S2 by Kaniel Kahneman; 3rd Law: A-&gt;B-&gt;C by B.F. Skinner; 4th Law: B=MAP by B.J. Fogg; and 5th Law: B=f(I,E) by Deci and Ryan. You'll learn about the Five Core Components of a Behavioral Journey Map: (1) Behaviors&nbsp;- what does the user do represented as a behavioral journey map? starting at the end and mapping out all user behaviors and associated user tasks. (2) Prompts&nbsp;- what internal or external triggers prompt the behavior? All behavior is prompted whether internally or externally. (3) Consequences&nbsp;- what are the immediate and/or delayed consequences (positive or negative) of the behavior? (4) Barriers&nbsp;- what prevents people from taking action or making progress? are there motivational, ability, or prompt/attention-related behavioral barriers to progress? (5) Opportunity Points&nbsp;- what opportunities are there to help the user make better progress and/or improve the overall experience? You'll learn about how to identify and leverage different Design Intervention Strategies: (1) Antecedent Intervention&nbsp;- involves setting up new cues or prompts to trigger the behavior and/or refining them to make them more effective; (2) Behavioral Intervention&nbsp;- focusing on modifying the environment and/or the process surrounding the behavior, helping people overcome identified barriers to progress (person, environment, motivation, ability, and/or prompt/attention); and (3) Consequential Intervention&nbsp;- ways in which to impact or modify the outcomes (positive or negative) of a behavior in order to reinforce its occurrence. You'll learn about leveraging the 15 core makeit behavioral design strategies and associated tactics for helping people make user's make progress and achieve desired outcomes. A few examples of the makeit behavioral design Strategies you'll learn to apply: -&gt; Make it Easy: Decrease the real or perceived cost and the cognitive or physical effort required to encourage a behavior. -&gt; Make it Attractive: Frame choices, goals, and experiences as familiar, relevant, and immediately beneficial, appealing to the senses or in comparison to alternatives. -&gt; Make it Tangible: Encourage and reinforce behaviors, effort, progress, and success with tangible incentives and rewards. -&gt; Make it Empowering: Increase the sense of autonomy, control and choice over people’s course of action and encourage creative, strategic, and adaptive thinking. -&gt; Make it Yours: Build commitment and leverage or increase people’s sense of ownership and attachment to outcomes, products, and experiences. -&gt; Make it Meaningful: Leverage people’s beliefs, need for order and context, and connect the desired behaviour, goal, or experience to higher values that transcend the individual. and more! How to Design with Behavior in Mind. You'll learn about the makeit toolkit's Comb/Trade-off process to present, evaluate, and improve ideas via cross-team inspection as part of the ideation process. You'll learn how to formulate Behavioral Design Hypothesis(es) to guide and inform your prototyping and testing efforts with real customers. And finally, you'll learn how to Prototype and Test your ideas/solution concepts leveraging best-of-breed GenAI tools for UX/UI helping you plan, execute, and validate your ideas with actual customers. Throughout the process, we'll teach you how to leverage Generative AI (ChatGPT) as part of the makeit Behavioral Design Sprint approach. The practical methods you learn will help you in introducing a behavioral design process to your teams. It's going to be an amazing course! We cannot wait to share with you these practical and empowering methods and tools for GenAI-powered behavioral design efforts!

GenAI-driven case study to run a behavioral design sprint using Make It Toolkit

Product managers wanting to make sure the products and services they design are behavioral informed and more likely to succeed.

Designers wanting to have better context around the users they are designing for and the specific behaviors that need to be influenced.

Behavioral scientists seeking to better integrate applied behavioral science into the design process.

Researchers wanting to ensure that the insights they capture help contextual inform the specific user behaviors to be influenced.

Scrum masters looking to better align teams on more focused customer outcomes via a behavioral challenge statement.

Collectively, aligning a team around a set of behavioral design hypothesis to influence customer decision making &amp; progress moving forward.

Who is this course for

What you’ll get out of this course

The step-by-step process for conducting a Behavioral Design Sprint leveraging the Make It Toolkit from behavioral challenge statement to prototyping and validating your behavioral design hypotheses. All GenAI-powered (human in the loop)!

The GenAI-powered Behavioral Design Sprint (Human in the Loop)

How we made the Design Sprint process more human-centered by integrating the makeit toolkit into it. Starting with a behavioral challenge statement.

Introduction to the Make it Toolkit for Behavioral Design

The Five Laws of Behavior B=f(P,E) Kurt Lewin, B=f(S1,S2) Daniel Kahneman, (A-&gt;B-&gt;C) B.F. Skinner, (B=MAP) BJ Fogg, and B=f(I,E) Deci &amp; Ryan to inform behavioral design.

Introduction to the Five Laws of Behavioral Science

The core differences between a behavioral journey map and a traditional journey map (focus, design objective, orientation) and the five core components to a behavioral journey map (prompts, behavior, consequences, barriers, and opportunity points).

Behavioral Journey Map vs. Traditional Journey Map

An interactive, case study based exercise to create a behavioral journey map from start to finish, Covering in detail the five core components: behavior, prompts, consequences, barriers, and opportunity points.

Interactive Behavioral Journey Mapping Case Study

As part of the case study based exercise learning how to leverage the fifteen (15) makeit behavioral design strategies and associated tactics to ideate on how to better influence customer progress and design a better experience.

Ideating leveraging the 15 makeit Behavioral Design Strategies

Formulating a behavioral design hypothesis to drive prototyping and validation with consumers or customers aligned with the original behavioral challenge statement.

Formulating a Behavioral Design Hypothesis

Prototyping, testing and validating ideas/solution concepts leveraging best-of-breed GenAI powered toolsets for storyboarding, UX/UI prototyping and design, rapid usability testing and research synthesis.

Prototype, test and validates your Ideas/Solution Concepts

A GenAI behavioral design sprint case study demonstrating your knowledge of how to leverage generative AI-based methods and tools to facilitate and empower the design process with a cross-functional team.

GenAI Design and Prototyping Case Study

Provide a brief description for each module as a way to sell the value of what students will be learning throughout the course.

First Module

Second Module

Third Module

Course syllabus

What people are saying

Meet your instructor

We'll meet LIVE as a cohort walking through specific topics each session, building behavioral journey maps, ideating on behavioral design strategies + tactics, behavioral design hypothesis, prototyping and testing solution concepts. All GenAI-powered + Human in the Loop!

LIVE Cohort - Eight Sessions  across Five Weeks

Session 1: Course overview and Make It Toolkit Session 2:Behavioral Journey Mapping Session 3: Ideation and Solution Concepts Session 4: Demo Day GenAI Tools Session 5: Prototyping Session 6: Testing Session 7: Showcase (prototyping results) Session 8: Your GenAI Portfolio

The GenAI-powered Behavioral Design Sprint

Additional Office Hours between sessions with provide further Q &amp; A opportunities, three of them, spread out throughout the course to raise up and discuss any topic related to the course.

Office Hours - Q & A

Leveraging the student portal on the Maven platform for posting announcements, reading materials, general discussion, and takeaways from the class.

Student Portal for Cohort Discussions, Sharing of additional Resources

Course schedule

This course builds on live workshops and hands-on projects

Active hands-on learning

You’ll be interacting with other learners through breakout rooms and project teams

Interactive and project-based

Join a community of like-minded people who want to learn and grow alongside you

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