Masterclass Behavioural Design in Marocco

01/10/2014 Door Rick Lindeman

I went to Casablanca last week for a masterclass behavioral design. A lovely congress and the new Tram showed that public transport is make progress in Africa.

In the workshop we showed BJ Fogg’s Behaviour Model about ability, motivation and triggers. Furthermore we discussed the principles of Cialdini, by showing this video, explaining the principles in a cartoon.


Recently there has been a lot of research of the effects of behavioral interventions. The Dutch report Grip op gedrag (Dutch pdf) used the framework of the UK Behavioural Insights Team to look at 100 old cases. Conclusion was that there were many interventions, but less progress on understanding the targeted behaviour and measuring the results.

The last model we discussed was the model of two systems by Daniel Kahneman. In his Thinking Fast and Slow he discusses on how our brains actually activate one of two systems when making decisions. There is the fast system which makes instant decisions based on experiences and our instinct, and a second system for rational decisions. Often when we design interventions, we focus on the second part, while the first part is ignored, although it has made the decision.

In the masterclass we showed some examples of behavioral change in Civitas. The municipality of Funchal is famous for the Tourist Kit it development to change the behaviour of both Tourist and Hotel staff.

In Zagreb they spent a lot of time understanding the behavior of the elderly. One of the things they did was making a movie on a trip of two elderly people. It is almost a love story.

(you can press ‘cc’ for subtitles)

This kind of looking at the details of the trip, and breaking it up into small segments is a customer journey.

In the workshop we did an exercise with he participants to make their own customer journey. This kind of research is essential to understanding behaviour, and thereby of behavioural change.

It allows us to step into the customer shoes. It shows us the customer’s perceptions and the larger context in which we play a part. It lets us be emerged in their world, their reality. Get a deeper insight into customer needs, perception, experience and motivation. It will answer questions like: What are people really trying to achieve? How are they trying to achieve this? What do they use and in what order? Why do they make a choice? What are they experiencing, feeling, while trying to reach the desired outcome?

A customer journey map is built up layer by layer. We start ‘above water’, with the customer and slowly dive deeper and deeper into the organisational structures and context. The tool can be used with customers or management, employees and other stakeholder or, even better, in a mix.

(Quote from the design thinkers academy)

The Canvas we used you can find here.

And of course – since i was in Casablanca I finally managed to Visit Rick’s bar from the Movie Casablanca.

You can find the presentation i gave on slideshare