solution

Operating as one team with Visa, we shape behavioural experiments that explore “what drives sustainable and regenerative behaviour” for business and consumers. Our experiments are:

• Tailored to solving key barriers to sustainable consumption linked to circular business models.
• Actionable and scaleable within each organisation to help expand more sustainable choices.
• Open source, giving others access to the insights and resources created through the experiment.

activity

In order to create effective behavioural design interventions for our merchant partners, we defined a behavioural framework that looks at 3 key areas:

1. Target behaviours: The starting and finish line for a successful behavioural intervention is a well-defined target behaviour. Here, we begin by getting as specific as possible with the behaviour we’d like to see, and who we’d like to see it from. 

For the behavioural insights lab, these target behaviours were pre-defined by Visa as resale, repair, rental, redistribute, return and refill. We then work with each merchant partner to target a single behaviour and work with them to make it as specific as possible by adding audiences, actions, context, and other details that can create specific, vivid target behaviour and design goal.
2. Mindstates: Within behavioural science (and contrary to self-help culture), motivation is understood as an intrinsic resource, something that can be identified but rarely created. With mindstates, we identify the existing intrinsic motivators across our audience that could support the goal behaviour. 

Within re-commerce we have defined 6 key mind states that can flex and change depending on the merchant partner, target behaviour and audience: Sentimentality, identity, convenience, status, community, confidence.
3. Factors and forces: Important to behaviour design is understanding the relevant factors and forces that could produce our behaviour in the wild. When we begin designing interventions, these considerations will serve as potential shaping strategies to employ across our experience. Factors and Forces can come from many places across the behavioural sciences:

• Cognitive Biases + Heuristics
• Behavioural Theory & Expert Strategies
• Clinical Research or Case Studies
• Proven Methods + Techniques

To simplify this, we select and summarize the most relevant, applicable considerations and give them to use as a toolkit for brainstorming interventions.

With our framework defined we then work within a clearly defined sprint process to take us from ideation to execution: Sprint kick off, Intervention Design, Experiment Definition, Merchant Integration Experiment Period, Analysis and Case study and Implementation.

In order to create effective behavioural design interventions for our merchant partners, we defined a behavioural framework that looks at 3 key areas:

1. Target behaviours: The starting and finish line for a successful behavioural intervention is a well-defined target behaviour. Here, we begin by getting as specific as possible with the behaviour we’d like to see, and who we’d like to see it from. 

For the behavioural insights lab, these target behaviours were pre-defined by Visa as resale, repair, rental, redistribute, return and refill. We then work with each merchant partner to target a single behaviour and work with them to make it as specific as possible by adding audiences, actions, context, and other details that can create specific, vivid target behaviour and design goal.
2. Mindstates: Within behavioural science (and contrary to self-help culture), motivation is understood as an intrinsic resource, something that can be identified but rarely created. With mindstates, we identify the existing intrinsic motivators across our audience that could support the goal behaviour. 

Within re-commerce we have defined 6 key mind states that can flex and change depending on the merchant partner, target behaviour and audience: Sentimentality, identity, convenience, status, community, confidence.
3. Factors and forces: Important to behaviour design is understanding the relevant factors and forces that could produce our behaviour in the wild. When we begin designing interventions, these considerations will serve as potential shaping strategies to employ across our experience. Factors and Forces can come from many places across the behavioural sciences:

• Cognitive Biases + Heuristics

• Behavioural Theory & Expert Strategies

• Clinical Research or Case Studies

• Proven Methods + Techniques

To simplify this, we select and summarize the most relevant, applicable considerations and give them to use as a toolkit for brainstorming interventions.

With our framework defined we then work within a clearly defined sprint process to take us from ideation to execution: Sprint kick off, Intervention Design, Experiment Definition, Merchant Integration Experiment Period, Analysis and Case study and Implementation.