434. Designing for Behavior Change: Insights from Dr. Steve Wendel (Refreshed Episode)

The Brainy Business | Understanding the Psychology of Why People Buy | Behavioral Economics

In this episode of The Brainy Business podcast, Melina Palmer sits down with Dr. Steve Wendel to explore the intricacies of designing for behavior change. Steve, an esteemed applied behavioral scientist and co-founder of sistemaFutura, shares his extensive experience in using behavioral science to drive positive social impact. He has held significant roles at organizations like the Busara Center for Behavioral Economics and Morningstar, and authored several books, including the focal point of today's discussion, Designing for Behavior Change, now in its second edition.

Throughout the episode, Steve delves into the practical applications of behavioral science, sharing insightful anecdotes and frameworks from his book. He introduces the CREATE and DECIDE frameworks, emphasizing the importance of understanding user behavior and designing interventions that align with natural human tendencies. From discussing the humorous and enlightening "fish on the beach" analogy to highlighting real-world examples of successful behavioral interventions, this episode is packed with actionable insights for anyone looking to apply behavioral science in their work.

In this episode:

• Understand the CREATE and DECIDE frameworks for designing effective behavioral interventions.
• Learn the importance of timing and context in capturing user attention.
• Explore real-world examples of behavioral science applications in financial services and beyond.
• Discover the significance of testing and iterating on interventions to achieve meaningful results.
• Gain insights into the intersection of behavioral science and data science.

Show Notes:

00:00:00 - Introduction Melina Palmer introduces Dr. Steve Wendel and sets the stage for a deep dive into designing for behavior change.

00:02:00 - Steve's Background Steve shares his journey in behavioral science, including his roles at sistemaFutura, Busara Center for Behavioral Economics, and Morningstar.

00:05:30 - Origin of the Book Steve discusses how Designing for Behavior Change originated as a manual for his team and evolved into a comprehensive guidebook.

00:09:00 - The Fish on the Beach Analogy The enlightening story of the fish on the beach and how it illustrates common mistakes in behavior change strategies.

00:13:00 - The CREATE Framework Introduction to the CREATE framework: Cue, Reaction, Evaluation, Ability, Timing, and Experience, and its application in designing interventions.

00:18:00 - The DECIDE Framework Overview of the DECIDE framework: Defining the problem, Crafting the intervention, Determining its impact, and more.

00:22:00 - Real-World Applications Steve shares examples from his work, including interventions to reduce ATM fees and improve financial behaviors.

00:30:00 - Importance of Testing The significance of testing multiple interventions and learning from both successes and failures.

00:35:00 - Behavioral Science and Data Science Discussion on the intersection of behavioral science and data science and the potential for future advancements.

00:40:00 - Impact of the Pandemic How the COVID-19 pandemic has affected habits and behaviors, and the implications for behavioral interventions.

00:45:00- Conclusion What stuck with you while listening to the episode? What are you going to try? Come share it with Melina on social media -- you'll find her as @thebrainybiz everywhere and as Melina Palmer on LinkedIn.

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Check out and get your copies of Melina’s Books.

Get the Books Mentioned on (or related to) this Episode:

• What Your Employees Need and Can't Tell You, by Melina Palmer
• A More Beautiful Question, by Warren Berger
• Designing for Behavior Change, by Stephen Wendel
• Engaged, by Amy Bucher
• Alchemy, by Rory Sutherland

Top Recommended Next Episode: Amy Bucher Interview (ep 164)

Already Heard That One? Try These:

• The Most Important Step In Applying Behavioral Economics: Understanding the Problem (ep 126)
• Questions or Answers? (ep 4)
• Beatrix Daros Interview (ep 424)
• Framing (ep 296)
• Warren Berger Interview (ep 200)

Other Important Links:

Brainy Bites - Melina’s LinkedIn Newsletter