Behavioural Design for Health: A Fresh Approach to Wellness

In the fast-paced world of health and wellness, standing out can be a bit of a challenge. But what if I told you that the secret to creating truly impactful health products lies not just in technology or innovation, but in understanding human behaviour? Enter behavioural design.

Behavioural design is like the secret sauce that makes wellness initiatives not just aspirational but genuinely doable. It’s where psychology meets design, blending insights into what drives human actions with practical strategies to encourage healthier choices.

But why should this matter to you? Whether you’re a UX designer, a service designer, a product owner, or a marketer, understanding behavioural design means you can create products and strategies that not only look good but actually change lives. It’s not just about creating pretty interfaces; it’s about crafting experiences that resonate with users on a personal level.

What Is Behavioural Design?

At its core, behavioural design is all about understanding why people do what they do. It taps into psychology to influence user actions, especially when it comes to health-related choices. Think of it as a way to nudge people gently toward healthier habits without them feeling pressured.

It’s a bit like planting a seed and letting it grow; small, thoughtful prompts that build healthier routines over time. But for this to work, you need to know what makes people tick. Motivation, ability, and prompts, these are the three key ingredients, as laid out by BJ Fogg’s Behaviour Model.

The Fogg Behaviour Model: Motivation, Ability, Prompt

BJ Fogg’s model is a bit of a goldmine for those of us looking to make behavioural change stick. It tells us that behaviour happens when three things converge: motivation, ability, and prompt.

• Motivation: The desire to do something. Without it, even the easiest tasks can feel impossible.

• Ability: The capacity to perform a task. If it’s too hard, motivation alone won’t cut it.

• Prompt: A trigger that initiates the behaviour. Think of a reminder to drink water or a notification to stretch.

When these three elements come together, healthy behaviours become less of a chore and more of a natural choice.

Tiny Habits: The Building Blocks of Change

One of the most intriguing aspects of behavioural design is the concept of tiny habits. Rather than overhauling your life overnight, you start small, really small. Drink a glass of water every morning, take the stairs instead of the lift, or do a quick stretch before bed. These tiny actions build momentum, leading to bigger lifestyle changes over time.

Designing for Long-Term Health Habits

Designing for health isn’t about creating apps that scream at users to change. It’s about embedding healthier choices into their daily lives. Think subtle nudges, gentle reminders, and routines that feel natural rather than forced.

For example, an app that tracks hydration levels might encourage users with small, encouraging prompts rather than guilt-laden notifications. Or a fitness platform could celebrate small milestones rather than just the big wins.

Ethical Design: Avoiding Manipulation

While nudging users towards healthier habits is great, there’s a line we shouldn’t cross. Dark patterns that manipulate or coerce users into unwanted actions aren’t just unethical, they’re counterproductive. Genuine behavioural design respects user autonomy, offering helpful cues rather than traps.

Real-Life Applications: Health Apps That Work

Apps like MyFitnessPal and Headspace do a great job of integrating behavioural design. They make healthy choices accessible by breaking them down into manageable steps and rewarding consistency rather than perfection. These platforms don’t just tell users what to do; they make users feel good about doing it.

The Future of Behavioural Design in Health

As AI and machine learning become more advanced, there’s a risk of losing the human touch. We must remember that while algorithms can personalise experiences, they can’t replace genuine empathy. The future of behavioural design for health lies in using data responsibly and ethically, always keeping the user’s well-being at the forefront.

Ready to Transform Your Approach?

If you’re keen to learn more about integrating behavioural design into your projects, check out our Consumer Psychology & Behavioural Design course. They’re designed to help you master user-centric strategies that make a real difference.