行为变化设计.pdf

行为变化设计.pdf
 

书籍描述

内容简介
《行为变化设计(影印版)(英文版)》实用指南将为你展示如何为那些力图采取行动并达成目标的用户设计这些类型的产品。Stephen wendel是HelloWallet的首席研究员,他将带领你一步步地把行为经济学和心理学应用到产品设计和开发的实际问题中去。你将学习到一种简单的迭代方法来确定目标用户及其行为、构建产品和评估效果。同时你也会了解到如何创建易用的产品来帮助人们作出积极的改变。

编辑推荐
《行为变化设计(影印版)(英文版)》由东南大学出版社出版。

作者简介
作者:(美国)温德尔(Stephen Wendel)

目录
Foreword
Preface
PART Ⅰ UNDERSTANDING THE HIND AND BEHAVIOR CHANGE
Chapter 1 How the Mind Decides What to Do Next
The Deliberative and Intuitive Mind
Making Sense of the Mind
Most of the Time,We're Not Actually"Choosing"What to Do Next.
Even When We"Choose,"Our Minds Save Work
The Obvious,Simple Stuff Is Really Important
A Map of the Decision—Making Process
On a Napkin
Chapter 2 Why We Take Certain Actions and Not Others
A Simple Model of When,and Why,We Act
The Create Action Funnel
On a Napkin
Chapter3 Strategies for Behavior Change
A Decision or a Reaction: Three Strategies to Change Behavior
Strategy 1: Cheat!
Strategy 2: Make or Change Habits
Strategy 3: Support the Conscious Action
A Recap of the Three Strategies
On a Napkin
PART Ⅱ DISCOVERING THE RIGHT OUTCOHE,ACTION,AND ACTOR
Chapter 4 Figuring Out What You Want to Accomplish
Start with the Product Vision
Nail Down the Target Outcome
Identify Additional Constraints
Generate a List of Possible Actions for Users to Take
On a Napkin
Chapter 5 Selecting the Right Target Action
Research Your Target Users
Select the Ideal Target Action
Define Success and Failure :
How to Handle Very Diverse Populations
On a Napkin
PARTⅢ DEVELOPING THE CONCEPTUAL DESIGN
Chapter 6 Structuring the Action
Start the Behavioral Plan
.Tailor It
Simplify It
Make It"Easy".
On a Napkin
Chapter 7 Constructing the Environment
Tactics You Can Use
Increase Motivation
Cue the User to Act
Generate a Feedback Loop
Knock Out the Competition
Remove or Avoid Obstacles
Update the Behavioral Plan
On A Napkin
Chapter 8 Preparing the User
Tactics You Can Use
Narrate the Past to Support Future Action
Associate with the Positive and the Familiar
Educate Your Users
How Training Your Users Fits In
Update the Behavioral Plan
How Behavior Change Techniques Relate to the Thought
the Behavior Requires
On a Napkin
PART Ⅳ DESIGNING THE INTERFACE AND IMPLEMENTING IT
Chapter 9 Moving from Conceptual Designs to Interface Designs
Take Stock
Extract the Stories or Specs
Provide Structure for Magic to Occur
On a Napkin
Chapter 10 Reviewing and Fleshing Out the Interface Designs
Look for Big Caps
Look for Tactical Opportunities
On a Napkin
Chapter 11 Turning the Designs into Code
Put the Interface Design in Front of Users
Build the Product
Go Lean If Possible
On a Napkin
PART Ⅴ REFINING THE PRODUCT
Chapter 12 Measuring Impact
Why Measure Impact?
Where to Start: Outcomes and Metrics
How to Measure Those Metrics
Determining Impact: Running Experiments
Determining Impact: Unique Actions and Outcomes
Other Ways to Determine Impact
What Happens If the Outcome Isn't Measurable
Within the Product?
On a Napkin
Chapter 13 Identifying Obstacles to Behavior Change
Watch Real People Using the Product
Check Your Data
Figure Out How to Fix the Obstacles
On a Napkin
Chapter 14 Learning and Refining the Product
Determine What Changes to Implement
Measure the Impact of Each Major Change
When Is It"Good Enough"?
How to(Re—)Design for Behavior Change with an
Existing Product
On a Napkin
PART Ⅵ PUTTING IT INTO PRACTICE
Chapter 15 Common Questions and a Start—to—Finish Example
An Example of the Approach
Questions About How and Why We Act
Questions About the Mechanics of Building
Behavior Change Products
Chapter 16 Conclusion
Four Lessons
Themes
Looking Ahead
Appendix A: Glossary of Terms
Appendix B: Resources to Learn More
Appendix C: Bibliography
Appendix D: Endnotes
Index
About the Author

文摘
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High-end camera manufactures have a problem: many consumers want lots offeatures,but those same features make the camera sensitive to user mistakes and result in bad pictures.
Good cameras have a simple solution that help people take quality pictures,but still provide power options(and a premium price): the cameras have default settings that are dirt simple and would provide a good picture in most scenarios.In addition,they have all of the fancy bells and whistles that make the product more attractive and expensive than a bargain-basement camera.
Similar defaults are common in computer software("Would you like the standard install or the scary customized one?")-the options are there,but the software makers have provided intelligent defaults so most people don't have to worry about them andvinstall the software without getting themselves in trouble.
Impact ofthe defaults: apparently,cameras still can't help us take in,terestin,g pictures.More seriously,though: do any mass market cameras exist anymore that don't have intelligent defaults for things like contrast,white balance,and F-stop?

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