The Impact of Behavior Design on Work Projects
Behavior Design Changes the Game for Your Team
Hi, I'm Kenny Lauer, former Vice President, Marketing & Digital - at the Golden State Warriors.
In 2015: “A then-baby-faced Stephen Curry took the NBA by storm, powering his Golden State Warriors to the playoffs one three-pointer at a time. Curry would win the MVP award that year, he and Klay Thompson had become the Splash Brothers and the Warriors would win the NBA Championship. But sharpshooting from long range, killer defense and great coaching were not the only things hyping this team onto its current golden path. Coffee was likely a part of it too.” - Warriors Wire
Back in 2015, despite a hunger for innovating at every edge of his professional work, Kenny was being challenged by the sponsorship team’s most recent proposals for his marketing team: weekly posts on Facebook, daily posts on Twitter, along with the traditional jumbotron ads, arena signage, etc.
After attending Behavior Design Boot Camp in July 2012 with BJ Fogg, Kenny was of the opinion that passive actions weren't good for anyone: the team, the fans, or the sponsors and didn’t drive toward a “winning” experience that everyone was used to on the court.
When Kenny heard the Sponsorship team had scheduled a meeting with the coffee client to brainstorm upcoming playoff activations, he invited himself along.
During the meeting, Kenny patiently listened to what the client, Peet’s Coffee, wanted. Ideas kept stalling as everyone worked within the normal constraints. The whole conversation was driving him crazy. (Note: This isn’t Kenny being impatient, other Behavior Designers attest to the same phenomenon.)
Drawing on his Behavior Design skills, Kenny leaned on his favorite method to spark new ideas from the group: Magic Wanding.
The conversation went like this:
Kenny: "Can I suggest something?"
Peet's Coffee: “Sure.”
Kenny: “What behavior would you want to see happen from Warriors fans?”
Peet's coffee: "Well. . . I guess we want fans to come into the store."
Kenny: “Great. And what sort of behavior would you want people to do in the store?”
Peet's coffee: “Well, we want them to buy something and have a great experience.”
Kenny (to Warriors Sponsorship Team): “Then, let’s design for that behavior to happen!”
Ta-da: Once given permission to think differently about their work, the sponsorship team and the client lit up at the possibilities of how to design for this experience:. Kenny’s team of professional experience designers knew EXACTLY how to get creative, build fan investment, and deliver for this behavior outcome.
The result: Their own blend of Peet's coffee: called “Warriors Grounds”. Blended by Peet’s master roaster, taste-tested and selected by Warriors fans, and put on shelves throughout the Bay Area. “Our new Warriors Grounds is a coffee as dynamic and smooth as the Dubs are on the court,” said Peet’s Coffee Roastmaster Doug Welsh.
Warriors Grounds ended up being (at that time) Peet's best-selling coffee ever.
It exceeded all expectations! As it should, since the team designed for that exact behavior to happen. (Note: Behavior Designers aren’t surprised by this fact. Get used to big results! Now all the major Bay Area teams do this type of sponsorship arrangement.)
Kenny's takeaway to the team: "The reason why this was so successful: we were very deliberate, identifying exactly the behavior the sponsor wanted, pooling all our creativity in a subsequent design session, and designing targeted prompts:in the arena using beacons, in Peet's marketing, and beyond. Even creating Warriors Wednesday: a time when fans got special treatment all while buying their weekly bag of beans or daily cup of coffee.” (In subsequent years, the team expanded on the relationship: Can you imagine having coffee with Draymond Green as your barista?)
“It's not just a model: the Fogg Behavior Model can be activated for huge business success. We used the models and methods to achieve incredible success. The leadership team at the Warriors thought our entire team was brilliant. Indisputable how well it worked!"
“Because so many constraints exist, using Behavior Design means everybody wins, regardless of the season's outcome,” said Kenny. "When you’re talking about innovation, the KPI for success is not always money, it's behavior change. The day fans leave the arena, the proof is in the pudding: did they change their behavior? For the Golden State Warriors, impact is more than what happens on the court, it extends deeply into the community as well. Kenny was reminded everyday by a quote he had on his whiteboard: 'The game is always bigger than the game' and B=MAP was key in delivering on that."
"All of this was created using the Fogg Behavior Model, because if you follow it, it will work."
P.s. "Strength in Numbers" -- that's also from Kenny. ;) Another story for another day!
Practical and Easy to Use: Positively Impact Customers
Manuel Armayones Ruiz Ph.D
UOC eHealth Center
Coordinator of Behavioural Design Lab Research Group
Even with my PhD in Psychology, as a Professor at a University, I felt stuck trying to translate theory into practice that resulted in reliable behavior change.
“With Dr. Fogg’s methods, "we can, in an easy and practical way, achive our aspiration: make good things happen in patient's lives,” said Manuel. "I am really convinced that BJ's models and methods are the best ones in the world."
"When I attended Boot Camp in 2019, I left with a way to amplify my eHealth expertise for patient health outcomes. I left equipped to impact real behavior change."
Recently, Manuel and a group of academic colleagues applied the methods to patient care with positive outcomes. See their peer-reviewed publication here:
Identifying Activities from an Intervention to Promote Sleep in Hospitalised Patients Using the Focus Mapping Technique"
Ideas that Shake the World, All Rooted in Behavior Design
For Co-founder, Gemma Moroney, who launched an award-winning, behavior-based creative agency in London, attending Behavior Design Boot Camp changed everything.
She was ready to use what she learned to make ideas that shake the world.
Enter SHOOK which uses Behavior Design + creativity to help good brands make a positive impact.
Recent projects include:
A campaign to get the government to close the gap in healthcare with adults with Cerebral Palsy, which resulted in the first all party parliamentary group to discuss the issue. This campaign made it easy for the community and their supporters to raise the issue and created a visible prompt to ask politicians to act. See it here.
A campaign linked to the 70th anniversary of the UN Refugee Convention, when who a refugee is defined in law. To mark the anniversary, address how the word ‘refugee’ has become stigmatised by some sectors of media and society and remind people why the right to a safe home free from war and persecution is so vital, SHOOK worked with UK for UNHCR to create ‘The Refugee Dictionary’ where refugees, their friends, families and supporters gave their definition of the word refugee. This aimed to change the contextof the cause and research showed it improved public perception.
An electricals recycling campaign focused on one type of item people could recycle (easy), to help them feel successful. This helped drive people to the website (we saw a spike in google traffic after each broadcast interview) where people could find out where to drop off their items for recycling.
A railway safety campaign that re-wrote a popular children’s song, as an earworm reminder to keep belongings safe when boarding and alighting trains (easy, prompt), alongside a striking illustrated image of the outline of a body on a track, compiled of the most commonly-dropped items, which was used both as album cover and at-station information poster (prompt). The track has since has thousands of listens on Spotify.
Boot Camp focused Gemma on helping people do what they actually want to do, how to navigate clients' challenges without relying (solely!) on motivation, and the best ways to succeed with designing behavior for large groups of people, not just individuals.
The awards – from agency of the year to best health and wellbeing campaign – aren’t the only signal they’re succeeding. SHOOK has also been named one of the UK’s fastest growing agencies and listed as one of its industry’s best places to work.
Gemma says: “As much as I’d like to keep this incredible opportunity for myself, you won’t regret going to bootcamp. It’s not just about what you’ll learn, it’s about the people you meet and the community of minds you become part of. Boot Camp flipped the 20+ years of received marketing wisdom I’d learned on its head within seconds of arriving. It completely changed the way I think about solving problems and getting individuals or groups to act. I use what I learned everyday: for clients, for our business and for myself. We even have three shared Tiny Habits™ for our agency. At the start of every day we all say ‘It’s going to be a great day’; when we open our laptops, we all share one interesting thing with colleagues or clients; and at the end of each day we all answer ‘What did you shake today?’ on a dedicated slack channel. These little wins during our day help us all feel, and be, successful – Maxim 2!.”
Big Success: Built on Behavior Design
In 2021, the leadership team of AndHealth, a virtual healthcare startup that had recently closed the largest seed round of funding ($57M) for a digital health company that year, came to Boot Camp. They found the entire experience to be so influential that their SVP of Healthcare, Tom Blue, later remarked our company "is built on your Behavior Design principles."
What they learned soon filled LinkedIn feeds with accolades at launch and beyond.
The focus of AndHealth is to support patients with specific chronic diagnoses through a process of disease reversal. These programs rely heavily on successfully assisting patients in making targeted behavior changes to address the root causes of their conditions. These personalized lifestyle changes are critical to the company’s success in achieving health outcomes with patients.
The training impacted the company in areas outside of its direct clinical care. “Having the head of our product team take part in the training was surprisingly helpful,” said Blue. "In the same way that our clinical leadership emerged with a powerful and repeatable behavior change model to apply with patients in the course of their care, our technology team has been able to apply the training to their work in building our patient-facing technology.”
In the two years since AndHealth took part in Behavior Design training, the results have spoken for themselves. The AndHealth migraine practice has outperformed the best pharmaceutical interventions by more than 100%.
“What most people don’t yet understand,” said Blue, “is that the difference between disease management - managing symptoms through perpetual dependence on the healthcare system - and disease reversal - relieving people of their reliance on the healthcare system - comes down to sustained behavior change. Any company whose success hinges on helping people to permanently reshape their behavior would be crazy to overlook the chance to learn and apply Behavior Design. It really is that powerful."