Short answer
Before designing for behaviour change, explicitly define which of the 'Pinball', 'Shortcut', or 'Thoughtful' user models best represents your target audience's likely response to your intervention, and tailor your design accordingly.
- Field
- Modelling
- Source
- ePrints Soton (University of Southampton) (2010)
- Method
- Conceptual modelling and qualitative analysis of design statements.
- Evidence
- Moderate effect
Designers' implicit assumptions about user behaviour can be categorized into three distinct models: 'Pinball', 'Shortcut', and 'Thoughtful', each influencing how sustainable behaviour is designed for. This modelling research insight is drawn from a 2010 study published in ePrints Soton (University of Southampton). Using Conceptual modelling and qualitative analysis of design statements., researchers explored how this design variable affects real-world outcomes. The key design takeaway: Before designing for behaviour change, explicitly define which of the 'Pinball', 'Shortcut', or 'Thoughtful' user models best represents your target audience's likely response to your intervention, and tailor your design accordingly.
Three User Models Shape Sustainable Design Interventions
Designers' implicit assumptions about user behaviour can be categorized into three distinct models: 'Pinball', 'Shortcut', and 'Thoughtful', each influencing how sustainable behaviour is designed for.
ePrints Soton (University of Southampton) · 2010
Key Findings
- 01Designers often operate with implicit models of user behaviour when designing interventions.
- 02Three prevalent models identified are: 'Pinball' (users are easily influenced by external factors), 'Shortcut' (users prefer simple, low-effort solutions), and 'Thoughtful' (users engage in deliberate reasoning and decision-making).
- 03Each model carries different assumptions about user agency, motivation, and cognitive processes.
Application
Design takeaway
Before designing for behaviour change, explicitly define which of the 'Pinball', 'Shortcut', or 'Thoughtful' user models best represents your target audience's likely response to your intervention, and tailor your design accordingly.
How to apply
When developing a design project aimed at influencing user behaviour, start by articulating the assumptions about user motivation and decision-making. Then, select the user model ('Pinball', 'Shortcut', or 'Thoughtful') that best fits your context and use it to guide your design choices.
Project actions
- 01When starting a design project, think about how your users will make decisions.
- 02Consider if your design is making it easy for users to do the right thing (Shortcut), if it's nudging them in a certain direction (Pinball), or if it's providing information for them to decide (Thoughtful).
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Provides a clear framework for understanding designer assumptions.
- +Offers practical categories that can be applied to design practice.
Limitations
It can be challenging to definitively categorize user behaviour into just one model, as individuals may exhibit traits from multiple models depending on the situation.
Reliability & validity
The reliability of identifying these models depends on the consistency of designer statements and the clarity of the categorization criteria. Validity is supported by the practical application and resonance of these models within design discourse.
Think critically
How might a design intervention fail if the designer's assumed user model does not accurately reflect the target audience's actual behaviour and motivations?
Design Principles
"Design interventions for behaviour change should be informed by an explicit understanding of the underlying user model being employed."
Understanding these user models is crucial for designers aiming to influence sustainable behaviour. Explicitly acknowledging and selecting an appropriate model can lead to more effective and targeted design interventions, avoiding unintended consequences arising from misaligned assumptions about user motivations and decision-making processes.
What This Means for Your Design
When designers try to get people to act in more eco-friendly ways, they often have a basic idea of how people will react. This study found three main ideas: people are like pinballs (easily bumped around), like shortcuts (want the easiest way), or are thoughtful (think things through). Knowing which idea you're using helps make your design work better.
How to use in your project
- 1.Use the 'Pinball', 'Shortcut', and 'Thoughtful' models to justify your design choices for behaviour change, explaining which model your design aligns with and why.
- 2.Discuss how your chosen model influences the features and strategies within your design solution.
Add to My Project
Quick Cite
Paragraph starter
In this design project, the approach to influencing user behaviour is guided by the 'Shortcut' user model. This model assumes that users will opt for the easiest and most convenient path when presented with choices. Therefore, the design prioritizes simplicity, minimal effort, and clear, direct actions to encourage the desired sustainable behaviour, ensuring that the sustainable option is the path of least resistance.
Source
ePrints Soton (University of Southampton)
Modelling the user: how design for sustainable behaviour can reveal different stakeholder perspectives on human nature
journal · 2010
View sourceQuestions About This Research
- What does the research say about three user models shape sustainable design interventions?
- Before designing for behaviour change, explicitly define which of the 'Pinball', 'Shortcut', or 'Thoughtful' user models best represents your target audience's likely response to your intervention, and tailor your design accordingly. Evidence: ePrints Soton (University of Southampton) (2010).
- Why does "Three User Models Shape Sustainable Design Interventions" matter for design?
- Understanding these user models is crucial for designers aiming to influence sustainable behaviour. Explicitly acknowledging and selecting an appropriate model can lead to more effective and targeted design interventions, avoiding unintended consequences arising from misaligned assumptions about user motivations and decision-making processes.
- How can designers apply this research?
- Before designing for behaviour change, explicitly define which of the 'Pinball', 'Shortcut', or 'Thoughtful' user models best represents your target audience's likely response to your intervention, and tailor your design accordingly.
- What were the main findings?
- Designers often operate with implicit models of user behaviour when designing interventions.. Three prevalent models identified are: 'Pinball' (users are easily influenced by external factors), 'Shortcut' (users prefer simple, low-effort solutions), and 'Thoughtful' (users engage in deliberate reasoning and decision-making).. Each model carries different assumptions about user agency, motivation, and cognitive processes.
- What research method was used?
- Conceptual modelling and qualitative analysis of design statements..
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2010 journal from ePrints Soton (University of Southampton).
- What should I do differently in my next project?
- When developing a design project aimed at influencing user behaviour, start by articulating the assumptions about user motivation and decision-making. Then, select the user model ('Pinball', 'Shortcut', or 'Thoughtful') that best fits your context and use it to guide your design choices.
- What are the limitations?
- The models are derived from designer statements and may not fully capture the complexity of actual user behaviour. The study focuses specifically on behaviour change for sustainability.