Behaviour Progression Framework for Designing Sustained Behaviour Change

This paper proposes a Behaviour Progression Framework for designing sustained behaviour change. Service Design discipline has matured, but design for Behaviour Change discipline is still emerging. The need to influence and change user behaviours of individual and social well-being is now well acknowledged. One source of guidance for effective change interventions is behaviour theories and models rooted in psychology, sociology and behavioural economics fields. Service design focuses on value creation over a long duration and accounting for the diversity of users and dynamic usage contexts, with the recognition of the individual situated in a social context as the locus of change. In view of the variety of sources of knowledge, literature review from a service design perspective has potential to capture the relevant congruence and generative relationships. This knowledge is blended with thoughtful practice and is proposed as a Behaviour Progression framework to help service designers during service design for sustained behaviour change.