Abstract

This paper explores a new methodology for solving complex problems that focus on changing end-users’ behavior by combining customer journey mapping and COM-B analysis. This method visually representing gaps and opportunities in a sequential way aligned with barriers to behaviors, creating a unique tool that can be used by both service designers and behavioral scientists. Using such tools can help us gain a more thorough understanding of a problem space, leading to the design of efficient, cost- effective behavior change interventions, improvement in the target outcomes and the achievement of business goals. We illustrate this “align and combine” method by applying it to the case study of an insurance company that wants to address the high risk of dental complications among their diabetic membership cohort. We conclude that visually combining the service design and behavioral science approaches creates a symbiotic relationship, where doing one type of analysis complements the other, and vice versa.

Keywords:

design tools, design methods, behavior change, interdisciplinary

Creative Commons License

Creative Commons Attribution-Noncommercial 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial 4.0 License

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Jun 25th, 12:00 AM

Align and Combine, Customer Journey Mapping and COM-B Analysis to Aid Decision-Making During the Design Process

This paper explores a new methodology for solving complex problems that focus on changing end-users’ behavior by combining customer journey mapping and COM-B analysis. This method visually representing gaps and opportunities in a sequential way aligned with barriers to behaviors, creating a unique tool that can be used by both service designers and behavioral scientists. Using such tools can help us gain a more thorough understanding of a problem space, leading to the design of efficient, cost- effective behavior change interventions, improvement in the target outcomes and the achievement of business goals. We illustrate this “align and combine” method by applying it to the case study of an insurance company that wants to address the high risk of dental complications among their diabetic membership cohort. We conclude that visually combining the service design and behavioral science approaches creates a symbiotic relationship, where doing one type of analysis complements the other, and vice versa.

 

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