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FU TURES ACA DEMY HOW TO ENGAGE PEOPLE

ENGAGING PEOPLE WITH BEHAVIORAL DESIGN Make it bigger than yourself Creating change starts with making the new initiative bigger than yourself You will need to share the idea engage plan and grow by connecting and involving others But how to engage people and trigger them to embrace the change which often implies they need to adopt new values and behaviours Interaction design and user experience design have the power to provoke meaningful change by immersing users in inter active experiences that address real world challenges fostering empathy and encouraging critical thinking Through engaging interactions gameplay and thought provoking narratives participants are challenged to explore alternative perspectives and solutions inspiring them to take action form new habits and make a positive change in behaviour

Change by movement using Game Design Change by mandate refers to the implementation of a new policy enforced by management compelling individuals to adapt to the prescribed alterations On the other hand change by movement signi es a grassroots initiative or collective action driven by groups sentiment and mobilization aiming to bring about transformations through voluntary participation intrinsic motivation and advocacy Such movements are a very powerful force driving change bringing about shifts in organizations society policies and attitudes These movements unite individuals with a shared vision practice or sense of belonging sparking a transformation and shaping the world we live in Participants will make a design for behavioral change Better outcome demands better understanding Behavioral design is a eld that combines principles from psychology and design to in uence human behavior and promote desired actions or outcomes It focuses on understanding and leveraging cognitive biases and heuristics to create user experiences that nudge individuals towards speci c behaviors or decisions In the session participants will experience numerous examples how pioneering companies are already applying these tools in their services As a participant you will learn how to use these cognitive tools and interaction design into your own business to trigger positive behavioral change Of course all within the limits of good ethics We as humans have never taken a fully informed decision We continuously strive to make the most informed choices by gathering as much information as possible considering various perspectives and learning from our past experiences Yet as fallible irrational emotional human beings it is undeniable that throughout history humans have rarely made decisions that were entirely informed as our understanding and knowledge are limited and there are always factors and information that escape our awareness As a leader manager innovator or marketeer It is crucial to better understand our biases and to have some basic understanding of how the mind really works This will allow you to shape better ideas and services that truly inspire others to engage in a movement of change In this session we will experiment and play with these mindf cks if if lf

1 WHAT WE CAN LEARN FROM APPLIED GAME DESIGN Game design is about the art of creating immersive experiences triggering different user motivations designing meaningful engaging challenges and providing a continuous balance between the level dif culty skills and rewards This approach appeals to intrinsic motivation 2 CHANGE BY MOVING PEOPLE All successful change movements share ve characteristics they enable the participants to gain more autonomy an increased level of mastery immersion increased relatedness and a bigger sense of purpose Participants will shape the setting storyworld rule system to enable a movement of practice belonging or purpose 3 INTERACTION TYPES MOTIVATION Intrinsic motivation is a driving force behind change driving individuals to take action and embrace the necessary transformations in pursuit of their goals and aspirations Participants will design interventions that trigger emotional evolvement and intrinsic motivation with different people using the four typical different interaction archetypes and motivation schemes ACTIVATION HOOKS TO HABITS 4 In behavioral design hooks play a vital role in forming and sustaining habits They serve as triggers to initiate a new desired behavior In this module participants will create habit loops that consist of a cue routine and reward They will experiment with this approach which allows our brains to automate new routines linking speci c actions to a satisfactory outcome THE JOB TO BE DONE JTBD 5 The JTBD approach focuses on understanding the core objective and the desired outcome that customers want to achieve in an activity Participants will ask the question How to make the user more successful or What do we help the user become The answers should guide the development of solutions that effectively address user needs wants This is only viable when they establish a real interactive relation with those users 6 TIPS TRICKS MECHANICS FOR NUDGING BEHAVIOR We will provide numerous tools and behavioral mechanics that will help you to rapidly design for behavioral change OSUESTLSIINOEN i i f f if

WOR KING MO DELS EXPERIENCE DESIGN A flow from invite entry towards experience exit and extension HABIT LOOP TRIGGERS A model that helps to design habit change and nudges moving from trigger to reward GAME PLAY An approach that invites users into a story world or so called magic circle to engage challenges build by a set of game mechanics and rule system INTERACTION DESIGN A toolset of many easy to use techniques for every behavioral or interaction designer PLAYER TYPES A model that will help to trigger different user motivation schemes in your design

KEY TAKE AWAYS In this programme you will Create a story world with different entry levels and micro interactions or so called plays Apply user experience design and interaction design to create better experience journeys Map habits triggers and behavior Into actionable user stories Apply four different interaction personas styles drives Design for positive behavioral change using hooks habit loops Learn How to engage people by triggering intrinsic motivation ability and opportunity to change Create a movement by creating a setting that improves autonomy mastery immersion relatedness and sense of purpose Experience dozens of cognitive mechanics you can directly start to use to activate engage people in a design for interaction Use customer success as the starting point to create movement Work from a user perspective What is their real job to be done

FACTS FIGURES 70 70 of online services lack a clear call to action or Job To be Done for the user to become successful 47 47 of users with a negative experience will share this via messages or social media with friends colleagues 86 86 of buyers are willing to pay more for a great customer experience CX 3 4 4X 3 out of 4 executives state that engagement is one of the most critical factors of company success Yet over 2 3 of users and employees report they are not engaged Recent reports shows that companies focussing on customer success on average have a 4x bigger revenue growth ABOUT THIS SESSION SESSION APPROACH NUMBER OF PARTICIPANTS TIME PREPARATION TRACK ONLINE CERTIFICATE OF COMPLETION PE POINTS APPLIED TO YOUR ORGANIZATION RELATED COURSES TO CONSIDER REFERENCES Workshop 6 20 people Half day 4 6 hours Gather interactions that work 2h 20 IMPACT SKILLSET Optional Yes on request 5 points Yes Setting Goals Activation Design Thinking Some companies that applied our approach Johan Cruyff Foundation APG pension fund Nierstichting National Lottery Reaal insurance KLM Dela Byldis Semco Dela

Jeroen uniquely merges tech business academic and creative backgrounds He founded an international software company GX and later a successful incubator Dutch Game Garden More recently Jeroen was appointed Dean of the Utrecht School of Art Technology at HKU Art University full time professor Art Technology directing a o its research institute for Digital Cultures and worked as a guest professor in ao Japan the USA and Russia Jeroen van Mastrigt Design is a process behavior is an outcome Everyone s job is behavior everything can be linked to behaviour That behavior can be triggered by design to build a bridge between a world that is and a world that isn t yet FA C I L I TA

Lily Higgins I de ne sessions and meetings as a great gathering in which people come together to do something they couldn t do alone This energy deserves a great design and facilitation Lily is on a crusade against boring ineffective meetings as session She partners with agencies and thought leaders to facilitate signature sessions that elevate their expertise engagement and creativity She rmly beliefs that transformational learning happens outside your comfort zone Therefor one of Lily her specialities is including play ad game design thinking in the process and sometimes even in the end result One of her passion projects is called Urban Playwalks an urban games club for adults to reconnect with play in the city TORS Lily is part of our close cooperation with Mischief Makers a vibrant diverse community for purpose driven facilitators to grow their group leading superpowers with fellow practioners around the world if if

MINDSERT SKILLSET 21 WORKSHOPS CHANGE DESIGN LEARNING 01 Sensing the zeitgeist 04 Design thinking 07 Shifting perspective 02 Anticipating change What if 05 Discover the way of the user 08 Continuously learn by doing TOOLSET 03 Orchestrating Change 06 Creating the difference 09 Discover validate insights

SYSTEM STRATEGY CULTURE IMPACT 10 An integral approach 13 Aspiration ambition activation 16 Shaping generative communities 19 Lasting change and meaningful impact 11 Alignment collaboration 14 New leadership coaching 17 High performing teamwork 20 Design change of behavior 12 Decoding the change 15 Achieving objectives key results 18 The re ective practicioner 21 Hack for growth lf

FU TURES ACA DEMY To meet the technological economical environmental and social challenges of the 21st century we have to see the difference to make a difference After two decades of organising future ready sessions for everything from global institutions to niche scale ups to guide them through volatile times the key lesson learned is All change starts with seeing thinking and acting differently together That s more easily said than done Therefor at the Futures Academy it all starts with the ability to shift your perspective and look at the same landscape with different eyes To create choices before you make choices This allows you to get a better understanding of the underlying change dynamics the behavioural patterns over time and the design principles of the systemic changes at hand Through this understanding you can uncover the overarching superstructure of upcoming transitions Having a grand vision is not enough new behaviour so called next practices also needs to become part of the skillset of any 21st century professional The Futures Academy can upskill your team with the necessary mindset skillset and toolset to become more 21st century ready Our online workshops and challenges will help you train this imperative skillset and push you and your team to look from a different perspective to see new possibilities and to create more positive impact together