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Clocky & Tocky - Alarm clocks that literally get you off your bed

Have trouble waking up in the morning? Do you hit snooze on the alarm repeated like me, only to go back to bed and wake up later to realize that you are, as usual, late?

Here are two interesting products of Behavioural Design that could be of help. Clocky and Tocky are products created by Gauri Nanda, an MIT grad. Clocky is an alarm clock with wheels. When it’s time to wake up, these alarm clocks leap off your nightstand and run away beeping to ensure you’re awake. Tocky even lets you load your own wake up message or your favourite song.

See them in action by clicking here.

How to get men to wash hands post toilet

A study by Carl P. Borchgrevink, an associate professor at Michigan State University found that only half used soap and 15 percent didn’t wash their hands at all after using the toilet. This study was done in US. Imagine the situation in countries like India! Another study found that compliance rates for hand washing in American hospitals amongst doctors and nurses are only around 40 percent, and years of awareness programs urging doctors to wash up or use disinfectant gels have had little effect.

Not surprising. Men are inherently lazy and forgetful. Washing hands with soap takes more effort than doing nothing. Leave alone the time duration required for washing hands with soap for it to be effective. And the act of peeing is so easy for men that it may not register as a way of spreading germs.

But here’s a solution that’s likely to get men to wash their hands after relieving themselves. A designer named Kaspars Jursons from Latvia, has come up with a simple and beautiful Behavioural Design called ‘Stand’ that’s a sink cum urinal. Men can relieve themselves and wash hands conveniently standing right there, save water by not requiring to flush separately, save time by not heading to the basin which in many restrooms is on the other side and save more time by not waiting in queue to use the wash basin. It also saves space. The tap is hands-free activated by sensors, so there’s no effort required there as well. A built-in soap dispenser also activated by a sensor would make the design complete.

Is it a little too close for comfort? Well we’d prefer to shake hands with men with clean hands.

Small ideas make a big difference

There are lots of small everyday things that could benefit from being designed better. Things we take for granted in everyday life. But when designed well, things just work, leading to enhanced experience, satisfied customers, appropriate actionability, increased sales, etc. This post is about few of such small everyday ideas.

Like handles on doors. If there is a handle on the door, the tendency is to pull it. But almost all doors have a handle on the side it says push, too. If the door needs to be pushed, why have a handle? Simply keep it flat and we’ll push it.

When composing emails, wish there was a reminder to attach our files, when words like ‘attached’ or ‘attachment’ were found in the composed email.

‘No Parking on Odd dates 1 3 5’ and ‘No Parking on Even dates 2 4 6’ tend to be so cumbersome. We need to first think about what date it is today, then figure that its ‘No Parking’ on that side, which means we can park on the opposite side. Instead what if we had ‘Parking on Odd dates only’ and ‘Parking on Even dates only’.

Because there are two traffic signals in view at all times, one after the zebra crossing and one much ahead on the other side of the junction, we Indians always push ahead wanting to be first (in whichever race that is) therefore not stopping at the zebra crossing and not allowing pedestrians to cross. So to get cars to stop at the zebra crossing, only one traffic signal needs to be there, placed just before the stripes begin.

Instead of having to choose from financial retirement plans with complicated numbers, what if we could choose, by looking at pictures of different homes (1, 2, 3, 4 BHK) that could be bought with different levels of retirement income.

I often get asked about what mega-pixel camera on the phone is good. Fact is that we don’t understand what mega-pixels mean. What will be useful to us is the information of what mega-pixel matched what size of print. But we know this one won’t happen, else phone and camera manufacturers won’t be able to convince us to mindlessly upgrade.

Remember using the plastic card key in your hotel room to start and switch off the power. Wouldn’t it be convenient to have one in our home, so that we could start/switch off the power with one stroke and do away with the nagging feeling of not having turned off the geyser or gas or some other appliance after leaving home?

The tendency is to think of these design ideas as small (insignificant) ideas, but they are the ones that make for the most awesome product, service experiences and of course get us to behave.

First commercial Behavioural Design

In a pilot for The Economist India, Briefcase demonstrated 20% savings of the customer retention budget.

In the challenging environment of magazine subscription renewals, Briefcase achieved similar subscription renewals as existing levels, but at 20% lesser cost. Thus demonstrating a 20% savings in the customer retention budget.

The rest of course is confidential.

First ever TEDx talk Q&A for VJTI

We were invited for the first ever TEDx – Q&A session for VJTI engineering students and makers, on 17th September 2014 at the VJTI campus (VJTI is one of the premier engineering institutes of India having received funding from The World Bank). A big thanks to TEDxGateway’s campus connect initiative. What an awesome time we had answering questions from curious minds at VJTI about Bleep, its future, human behaviour, behaviour change, Behavioural Design and the role of technology in Behavioural Design.

Students of VJTI were shown our TEDxGateway talk on Bleep and Behavioural Design immediately followed by a Q&A session that seemed like it would have lasted hours because the questions just wouldn’t stop from the enthusiastic crowd. But of course we had to have a maximum time limit of an hour. Here are highlights of the Q&A session.

Questions naturally began about Bleep and its future. We explained to students that Bleep being a product that solved a social issue and not an individual problem, is the responsibility of the Government of India. Which is why we aren’t selling Bleep to individual customers who we believe will hardly form any numbers. Plus Bleep won’t help car manufacturers sell more cars so they won’t install it voluntarily either. After some question and answers most seemed to accept our answer but some still seemed optimistic that Bleep could be sold to individuals. May be it was their optimism bias. May be one day we’ll be proved wrong.

Students asked whether Bleep could prove to be distracting and cause accidents in emergencies. We informed them that we had tested Bleep for over 3800 km and no accidents had occurred. We also told them that according to Jeff Muttart’s study (a traffic-accident reconstructionist) in emergencies people don’t use the horn and therefore Bleep will not go off and distract them further. Jeff Muttart has pored over hundreds of surveillance videos of real-life car crashes and near-crashes. His study shows that emergency horn use is not associated with decreased accident involvement. He found that drivers never steered and honked at the same time, and usually they didn’t honk at all. About half of emergency honks were meant to chastise and came only after the danger was over. The other half were just preludes to a crash. “It really didn’t serve any purpose at all. It was just, Hey, by the way, I’m going to hit you.”

(Muttart, J., “Factors that Influence Drivers’ Response Choice Decisions in Video Recorded Crashes,” SAE Technical Paper 2005-01-0426, 2005, doi:10.4271/2005-01-0426)

Someone asked “But what will happen to people’s honking behaviour once Bleep is removed from the car?” We told them that we haven’t done the post study, but we jokingly said, “First let Bleep come into our cars. Then we’ll see what happens if its not there anymore.”

The most interesting part of the session was the discussion about Behavioural Design and behaviour change. We sensed that the students found it to be a new, unique and intriguing concept. We spoke about irrational behaviour, difference in attitudes and behaviour, why we cannot solely rely on will power for behaviour change, why most educational campaigns don’t work, how we create false memories, why we use Behavioural Design and not work towards increasing people’s self-awareness and how collaboration between engineers and designers can design new products that facilitate behaviour change.

One of the curious students having read about People Power (click on the link to read about it) before attending the session, asked us to speak about the experiment. So we obliged and told them about how human behaviour is contagious. Like right there in the auditorium once the first student raised his hand to ask a question, seeing him one by one the others followed. Soon we were asked if we had solutions for littering, spitting, eve teasing, not talking on the mobile while driving and so on. May be one day we may.

Meanwhile we told them that we had a solution for another behaviour change. We spontaneously made an offer to VJTI students and makers that we’d be happy to hire a person who could help us create a product on a project that could potentially change an aspect of our behaviour. If you are an electronic engineer, maker and are interested to change human behaviour, email us with your work at anand@brief-case.co

Behavioural Design talk at TEDxIIMRanchi

After TEDxGateway, the next Behavioural Design talk is at TEDxIIMRanchi on 2nd Feb, 2014.

Again, lots of interesting speakers.

We’re sure what we learn from other speakers and the audience will help us improve our knowledge and also this blog.

Behavioural Design talk at TEDxGateway

Friends, I’m speaking at TEDxGateway on Bleep and Behavioural Design.

There are lots of interesting speakers lined up. So come over to NCPA, Mumbai on 8th Dec 2013 to listen and discuss some stimulating ideas and thinking that could change the way you view the world.

All the information is here – www.tedxgateway.com.

Hope to see some of you there,

Anand & Mayur.

 

The Power of Scent

We usually use scents (perfumes) to feel fresh, confident, smell good and to attract the opposite sex (well, same sex in some cases). But scents can have uses beyond our imagination. Here’s one brilliant way, designers at Rodd Design and The Olfactory Experience have used the power of scent.

They’ve created a product called Ode. Ode is a product that releases authentic, high-quality food aromas at particular times in the day to help stimulate appetite and rekindle an interest in eating – discreetly and unobtrusively.

Ode has been created as part of Design Council and Department of Health’s design challenge program ‘Living well with Dementia’. It’s a project to find new solutions for the people of UK that have been diagnosed with dementia. Dementia is a decline of mental abilities such as thinking, reasoning and memory. Dementia usually occurs in older age. It is serious enough to diminish everyday functions in a person’s life such as driving, everyday duties like personal hygiene, dressing, and feeding.

Weight loss is common to most people with late-stage dementia and can be an early indicator of the condition’s onset. Ode is a discreet system that is less stigmatizing and more inspiring than an alarm or constant reminders to eat. Initial research suggests it can stimulate real hunger subliminally.

Fragrances are released in short sharp bursts, acting as a strong appetite trigger and then dissipating rapidly so users won’t become inured to the effect. A subtle light indicates the device is working and also communicates when fragrances need refilling.

Ode is a beautiful and subliminal way of changing behaviour. It can have implications much beyond the application of stimulating hunger amongst people with dementia. It can be used by hospitals to stimulate appetite amongst various kinds of patients or by spas to improve relaxation or by offices to promote alertness. The possibilities are endless. What applications come to your mind?

Illustration by Mayur Tekchandaney

Goddess of magic can save you fuelRemember being told by a kid in an ad sometime back, to switch our cars off at signals, because saving fuel meant saving money? If you didn’t, crores of tax payers money (in India), in the form of TV, radio, outdoor advertising went down the drain. Ok, so you are one of the few who do recall this message. Have you changed your behaviour? Do you now switch off your car at traffic signals? Does your driver do it? Have you asked your driver to do it? Ever?

Most of us don’t. It’s too much effort. You would first need to switch the AC off and then turn the ignition switch off, to turn the engine off. And when the signal turns green, you gotta turn the ignition key on, get frantically honked at (we’re talking India remember), change the gear from neutral to first, get frantically honked at again, put the hand brake down, and finally get moving. Oh yes, turn the AC on again. Even if you are highly eco-conscious or highly stingy, it’s still too much effort.

Here comes the Goddess of Magic. Isis, the Greek Goddess of Magic, is the inspiration behind the name of an innovative automobile product called, the same in capital letters – ISIS – Intelligent Stop Immediate Start!

Intelligent Stop Immediate Start (ISIS) is a device, which if fitted inside your car, can save you anywhere between Rs. 500 – Rs. 2,500 for every Rs. 10,000 you spend on fuel. The way it works is that when your car comes to a halt at a traffic signal or while in stop-and-go traffic, and you put the car in neutral, ISIS switches the engine off automatically. To start the engine back, you simply have to press the clutch. No additional effort required. Solutions made keeping in mind that humans are built lazy, work well.

What about the AC you must be wondering. ISIS comes with a built-in sensor, which detects even a minor drop in cabin temperature. If ISIS detects a drop in temperature beyond what is set by the driver, it restarts the engine automatically. As per tests conducted, the cabin temperature remains constant for about 1-2 minutes when the engine is switched off. Most signals restart, within 60 seconds in any case. And if you wish to start the engine/AC at any time, you simply need to press the clutch and the engine with the AC starts again.

One more benefit of the Goddess of Magic, besides saving fuel and money – the reduction in particulate matter, hydrocarbons, nitrogen oxides, carbon monoxide, sulfur dioxide, carbon dioxide – the stuff that’s weakening our lungs.

ISIS has been developed by Indent – Dhruv Chaudhry’s company. Indent is an auto research and development company, which focuses on creating innovative auto products that, benefit the environment and improve safety. To know more about ISIS click here.

Our advice to the PCRA (Petroleum Conservation Research Association) and Mr. S. Jaipal Reddy, (Union Minister of Petroleum & Natural Gas, India) – instead of spending crores on building awareness for saving fuel via advertising, change actual behaviour by promoting products like ISIS and help India save trillions worth of fuel.

Illustration by Mayur Tekchandaney

The way you make me move

 

This is a story from my days at Lowe Lintas. We were invited to make a communication pitch for Reliance Fresh. So I flew the next day to Hyderabad to Reliance Fresh’s first retail outlet at Banjara Hills. The newly opened swanky 3,500 sq. ft. store was a wide store with two openings – one for entry and the other for exit. But the entry to the store was on the right hand side and the exit on the left hand side. Which meant that people had to move inside the store in an anti-clockwise direction. What I saw inside the store was chaos. Not the kind we see everyday in the vegetable markets in Mumbai. It was different. There were mostly women in the store at that point in time. And they were walking around like zombies. Something had gone terribly wrong, but none had figured what was going on. Women kept going back and forth as if they had forgotten that the only way was to move forward. But I don’t blame the women, well at least not this time.

If you stay in India, I’m sure you’ve visualized what had gone wrong. Because we in India drive on the left hand side of the road, we write from left to right, we have gotten used to the habit of moving from the left to the right. As far as the store was concerned, the same principle applied too – enter, move in a clockwise direction from left to right. But it wasn’t the case for the American consultant who designed the store for Reliance Fresh!

Illustration by Mayur Tekchandaney

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