TL;DR: You'll learn the step-by-step process for creating behavioral journey maps to inform experience design. Based upon the behavioral analysis and opportunities identified you'll ideate leveraging the 15 core make it strategies and associated tactics. Finally, you'll construct a set of behavioral design hypotheses to inform prototyping and testing.

We'll show you where these steps fall in the re-designed Design Sprint Process we refer to as the Make It Behavioral Design Sprint with a focus on these two specific stages:

Map & Understand:

- Start at the end, map the behavior journey

- Identify makeit barriers to progress

- Identify and prioritize opportunity points

Ideate & Visualize:

- Idea generation using makeit toolkit strategies and tactics

- Idea refinement leveraging combo/trade-offs

- Formulate behavioral design hypothesis

Watch a quick 30-minute introduction to what you'll learn: https://maven.com/p/be8942/experience-design-using-behavioral-journey-mapping?utm_medium=ll_share_link&utm_source=instructor

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->B->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 - 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 - what internal or external triggers prompt the behavior? All behavior is prompted whether internally or externally.

(3) Consequences - what are the immediate and/or delayed consequences (positive or negative) of the behavior?

(4) Barriers - what prevents people from taking action or making progress? are there motivational, ability, or prompt/attention-related behavioral barriers to progress?

(5) Opportunity Points - 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 - involves setting up new cues or prompts to trigger the behavior and/or refining them;

(2) Behavioral Intervention - focusing on modifying the environment and/or the process surrounding the behavior in order to make the desired behavior easier or more likely to be performed;

(3) Consequential Intervention - ways in which to impact or modify the outcomes (positive or negative) of a behavior in order to reinforce its occurrence; and

(4) Overcoming Barriers to Progress - identifying specific Make It Strategies and Tactics to overcome barriers to progress.

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:

-> Make it Easy: Decrease the real or perceived cost and the cognitive or physical effort required to encourage a behavior.

-> Make it Attractive: Frame choices, goals, and experiences as familiar, relevant, and immediately beneficial, appealing to the senses or in comparison to alternatives.

-> Make it Tangible: Encourage and reinforce behaviors, effort, progress, and success with tangible incentives and rewards.

-> Make it Empowering: Increase the sense of autonomy, control and choice over people’s course of action and encourage creative, strategic, and adaptive thinking.

-> Make it Yours: Build commitment and leverage or increase people’s sense of ownership and attachment to outcomes, products, and experiences.

-> 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.

Throughout the process, I'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! I cannot wait to share with you these practical and empowering methods and tools for behavioral design efforts!