Map Your Customer’s

Behavior Journey
Dan Ariely on Behavior Change
Design Guide 1

2 HOURS
WHAT YOU’LL LEARN IN THIS GUIDE

“We usually
think of
ourselves as
sitting in the
driver's seat,
with ultimate
control over
the decisions
we made and
the direction
our life takes;
but, alas, this
perception has
more to do
with how we
want to view
ourselves-than
with reality.”

-Dan Ariely in
Predictably
Irrational

Why do well-intentioned programs fail

to achieve their social impact goals?
WHAT YOU’LL LEARN IN THIS GUIDE

“Even the most

analytical
thinkers are
predictably
irrational; the
really smart ones
acknowledge sometimes the reason that a new innovation fails to get
and address their adopted is because people resist changing their behavior even
irrationalities.” when they have the information about how to improve their lives.

-Dan Ariely in
Predictably
Irrational

User/Customer
The steps to get
people to
perform a
desired behavior
might not be
direct or linear
Tarrget Behavior
WHAT YOU’LL LEARN IN THIS GUIDE

“If you think

about taking a
behavioral
science
approach into
any issue, the
first step is to
VISUALIZE YOUR TARGET CUSTOMER:
diagnose the
challenges that
people have. If
you think IDENTIFY ONE TARGET BEHAVIOR:
people are
driven by
aspirations and
10 year life
plans, that’s just CREATE A BEHAVIOR JOURNEY MAP
not true. What
you need to
figure out are
the small steps
that they will
actually take.” PINPOINT SOURCES OF FRICTION:

-Dan Ariely

DEVELOP A PLAN OF ACTION:

 REFLECT ON YOUR OWN EXPERIENCE

Is there a behavior that you have been What are the barriers to changing that
trying to change in your own life? behavior?

I want to eat well. I want to do that cauase im The barriers are that I not have fruit or vegetables
gaining weigth. Rigth now I´m 10 kg upon my ready to be eaten. Also I eat in different hours
ideal weigth. Normally I eat bread, sugar without a preestablished routine.
beverages and chips.

Why are you doing this? Reflecting on your own experiences helps you gain empathy for the types
of barriers and opportunities your customers might face when trying to change their behaviors.
 VISUALIZE YOUR TARGET CUSTOMER
Exercise 1

DEMOGRAPHICS

Mujeres entre 18 y 40 años con gusto por la moda.

En dis fruta (fruta picada) hombres y mujeres de hasta 50 años, sin problemas de gastritis que deseen comer
sano y rico sin el costo de subir de peso.

Entre cancun y playa del carmen.

DISFRUTA: en villamar y zonas aledañas.

Asalariadas del sector privado y público.

Estudiantes de primaria y secundaria, amas de casa.

 VISUALIZE YOUR TARGET CUSTOMER
Exercise 1

Mujeres entre 18 y 40 años de edad, solteras y casadas con novios.

Estudiantes entre 10 y 25 años, y amas de casa de hasta 50 años sin problemas gástricos.

Secundaria terminada

Estudiantes de primaria y secundaria, amas de casa con primaria completa.

Usa el camion para ir de su casa a la oficina, algunas cuentan con vehículo propio.

Normalmente caminan de la casa a la escuela y usan el camión para ir al supermercado que está a 2 km.

MOTIVATIONS

Ascender en su puesto de trabajo, llamar la atención de la persona que le gusta y de sus compañeros.

Bajar de peso, terminar sus estudios.

 VISUALIZE YOUR TARGET CUSTOMER
Exercise 1

Su educación universitaria,

De la ama de casa son sus hijos. De los estudiantes habrá que investigar.

Quieren ser como las Kardashian o alguna actriz.

Quieren ser como los actores de televisión, o influencers. En el caso de las amas de casa, tener el cuerpazo
de las artistas. Escucharían a personas que vivan lo que ellas, que las represente. En el caso de los
estudiantes a sus idolos mediaticos.

Miedo a perder su trabajo y su ingreso

Temen perder a sus hijos; por otro lado, temen reprobar o ser regañados por sus padres.

Que las despidan

Quedarse sin sueldo para gastar; no ser popular.

Why are you doing this? The more clearly you can visualize your customer and understand his
or her motivations, the more robustly you can design interventions to shift their behaviors
towards outcomes that improve their lives.
 VISUALIZE YOUR TARGET CUSTOMER
Exercise 1

MONEY

Ganan entre 6 mil y 8 mil pesos al mes, lo que se traduce en 200 pesos diarios. Normalmente lo gastan en
comida, salidas y demás.

Su restricción presupuestaria es limitada entre 4 y 7 mil pesos al mes Normalmente se lo gastan en coca
cola, comida chatarra, chicharrones y demas.

En diciembre reciben el aguinaldo, es cuando tienen mas dinero.

En diciembre y durante los meses de vacaciones tienen dinero.

PUT A FACE and a NAME TO YOUR CUSTOMER

 IDENTIFY ONE TARGET BEHAVIOR
Exercise 2

What is your target behavior?

Joyeria: Maria usa aretes para sentirse bella

Fruteria: Los estudiantes comen fruta en vez de alimentos chatarra.

Now double check…

Las jovenes usan aretes económicos y lindos para resaltar su belleza y llamar la atención.

Los estudiantes y amas de casa comen fruta con citricos, chile y chamoy en vez de alimentos chatarra.
 CREATE A BEHAVIOR JOURNEY MAP
Exercise 3

SAMPLE BEHAVIOR JOURNEY MAP:

Target Customer:
Louisa, a young single mother in Oakland

Behavior Sequence:

+ Louisa receives a call from her pharmacy notifying her that her prescription is
ready on the first day of every month.
+ Louisa identifies a 30 minute window between her shifts working at two fast food
restaurants to make the trip to the pharmacy.
+ Louisa has to take the bus to the pharmacy which is in another part of the city.
+ She has to transfer between two bus lines at the downtown stop.
+ When she gets to the pharmacy, she has to stand in line at the back of the store.
+ She has to present an ID card in order to receive the prescription.
+ She has to pay $100 out of pocket because of how her insurance payment plan
is structured.

Target Behavior:
Louisa fills her birth control prescription every month
 CREATE A BEHAVIOR JOURNEY MAP
Fill in all the steps that your customer needs to complete to move find, access,
purchase and use your product or service in the desired way.

Target Customer: (Example: Louisa, a young single mother in Oakland)

Mario, un simple estudiante de la secundaria ubicada en villamar.

Behavior Sequence: (list behaviors below)

1. Mario recibe una recomendación de sus padres y médico de comer fruta.

2. Para comprar fruta, Mario debe ir al supermercado o alguna verduderia que queda lejos de su
casa.
3. Una vez estando en el supermercado, Mario debe formarse en el super para llevarse la fruta
necesaria.
4.
Al llegar a casa, debe lavar y cortar la fruta para que se la coma.

5.
Si quiere ponerle chamoy o algun polvo debe comprarlo previamente. Lamentablemente el chile y
chamoy se pegan por el clima.
6.

7.

8.

9.

10.

11.

12.

Target Behavior: (Example: swallow a birth control pill everyday)

Mario come fruta al menos dos veces a la semana.
 PINPOINT SOURCES OF FRICTION
Exercise 4

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Advice from Dan:

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 PINPOINT SOURCES OF FRICTION
Exercise 4

What sources of friction do you see?

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PINPOINT SOURCES OF FRICTION
Exercise 4

=
 PINPOINT SOURCES OF FRICTION
Exercise 4

Find the Friction Examples of How to Find Friction

The bottom line:

Get to Work


 PINPOINT SOURCES OF FRICTION
Exercise 4

Complete the Barriers to Behavior Chart

Behavior in Journey Potential Barriers to Completing Behavior

Mario debe contar con tiempo para ir a comprar la Mario tiene poco tiempo y dinero para ir a comprar la
fruta fruta

Al llegar a casa Mario debe lavar y cortar la fruta No cuenta con tiempo y desconoce la mejor forma de
cortar la fruta. ademas necesita cuchillos.

Mario come fruta La fruta no está fria y le falta sabor como chile y
demás.

Mientras come la fruta, es probable que se ensucie y No cuenta con servilletas y no quiero estropear su
tenga que lavar platos uniforme. Le da flojera lavar los platos.
 PINPOINT SOURCES OF FRICTION
Exercise 4
EXAMPLE Barriers to Behavior Chart
Behavior in Journey
Example: Louisa identifies a 30 minute window
between her shifts working at two fast food
restaurants to make the trip to the pharmacy.
Example: She has to pay $100 out of pocket
because of how her insurance is structured.
Example: She has to remember the password for
her insurance portal.
Example: She has to find a copy of her receipt,
take a picture, and upload it the portal.
Example: She has to store the pills in a safe
place.
Potential Barriers to Completing Behavior
 Louisa doesn’t have time to check her
calendar
 Louisa can’t get downtown quickly
enough between her 2 job shifts
 Louisa doesn’t have a set appointment at
the pharmacy so she keeps putting it off
 Louisa doesn’t have $100 in cash to pay
upfront at the beginning of every month
because this is also when her rent is due.
 Louisa doesn’t have a credit card to
charge this expense.
 Louisa doesn’t have a computer at home
to access the portal.
 Louisa goes to the public library to access
a computer, but can’t remember the
password.
 Louisa doesn’t have a smartphone that
she can easily use to take a picture of her
receipt.
 Louisa has a small child and 2 jobs. She
doesn’t have time to complete these
steps.
 Louisa is living in a homeless shelter where
she doesn’t have a private bathroom to
store the pills out of reach of her toddler.
 DEVELOP A PLAN OF ACTION
Exercise 5

What is the implementation intention? Brainstorm Some Implementation Intentions

Mario no tiene tiempo de cortar la fruta

Yo le daré la fruta picada y fresca

Mario no tiene chile o aditamentos

Yo pondré todo a su disposición para que

ponga.

“If [obstacle], then I will

[effective action].”

To Learn More About Implementation

Intentions, see:

• https://characterlab.org/goal-setting
• https://cdn.characterlab.org/assets/WOO
P-Toolkit-for-Educators-
3398204c4454790514a0eefa234b896f9307
a61872e6395f06067a7cfa8523ea.pdf
WHAT COMES NEXT

Is friction ever a force for good?