Environmental and conservation organizations have deep expertise in the natural sciences. But if environmental challenges are behavioral challenges, we need a better understanding of what motivates people to change. Join us for an interactive behavior-centered design training, and gain tools and techniques for encouraging more sustainable behaviors.
About the training
Led by trainers from the Center for Behavior & the Environment, we’ll explore the steps of behavior-centered design, including framing an environmental challenge, gaining empathy with your target audience, connecting research data to behavioral insights, ideation and prototyping, and measuring the success of your behavioral intervention. You will gain a basic understanding of the levers of behavior change with which we design environmental solutions, such as emotional appeals, social influences, and choice architecture. We then begin to apply the tools of behavior-centered design to a specific case study as a team. This is a highly interactive workshop geared toward building expertise in behavioral science concepts and principles and spending meaningful time practicing and applying the insights to your own work. You will leave with an understanding of the behavior-centered design approach and ideas for applying it to your own work.
Important note on our virtual offering:
To make the best use of the virtual format and of our time together, this training includes pre-work assignments as well as short assignments after each session, to provide an opportunity to apply the material we cover in real-time. In order to get the most out of your experience, we recommend that you reserve the 2 days of the workshop as if you were attending in person. We will also offer 1:1 coaching sessions after the training for you to get feedback from our team about your behavior change challenge. The deadline to register is November 25, 2020.
DAY 1 DAY 2 Pre-work: Course introduction & case study videos, framing the behavior worksheets
- Introduction to Behavior – Centered Design
- Framing the challenge
- Empathize Pt. 1: Methods
Assignment: Audience data
- Overview of behavioral strategies
- Solution ideation
- Designing prototypes
Assignment: Watch a video on testing prototypes, gain feedback on solutions
- Empathize Pt. 2: Interviews
- Levers of behavior change
- Hypothesis on behavioral motivations and barriers
Assignment: Watch videos on social marketing & messaging. Complete a social marketing worksheet.
- Messaging strategies
- Testing and refining solutions
- Closing and next steps
Post-Training: Watch videos on launching, impact assessment and research methods.
We offer 1:1 coaching sessions after the training for you to get feedback from our team about your behavior change challenge. These hour long sessions can be on any topic of the attendees’ choice.