This week, we uncover innovation’s best-kept secret – the EAST Framework.
Change isn’t merely a process; it’s deeply ingrained behaviour shift.
Let’s explore how this simple yet profound approach can revolutionise your approach to innovation.
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Let’s dive in.
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Innovation isn’t just about developing new ideas but transforming behaviours.
Making innovation a reality can be challenging, but there’s a simple approach to ease the way.
Behaviour adjustments are vital to tackling complex problems and encouraging the adoption of new ideas. That’s where the EAST Framework comes in handy:
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Make it Easy:
Making behaviour change easy is crucial for adoption and sustained engagement.
Streamlining processes and reducing friction make it effortless for individuals to embrace new behaviours.
Simplify tasks and minimise barriers to ensure smooth transitions and enhance adoption rates.
How to examples:
- Identify pain points and bottlenecks in current processes.
- Eliminate unnecessary steps and simplify complex procedures.
- Utilise technology to automate repetitive tasks and streamline workflows.
Make it Attractive:
Attracting attention is the first step towards behaviour change.
Compelling visuals and narratives captivate audiences, appealing to emotions and desires to engage them effectively.
Creating an appealing experience increases the likelihood of individuals embracing the desired behaviour.
How to examples:
- Invest in high-quality design and visual storytelling.
- Craft compelling narratives that resonate with your target audience.
- Use storytelling techniques to evoke emotions and create memorable experiences.
Make it Social:
Humans are inherently social beings, and social influence plays a significant role in shaping behaviour.
Highlighting peer behaviours and social norms can guide decision-making and encourage desired actions.
Cultivating networks and community support fosters a sense of belonging and promotes collective action.
How to apply:
- Showcase testimonials and success stories from peers.
- Highlight social proof through user-generated content and social media.
- Facilitate peer-to-peer interactions and collaboration to reinforce desired behaviours.
Make it Timely:
Timing is crucial when it comes to behaviour change.
Interventions must be timely, relevant, and presented at critical moments to prompt effective action.
Leveraging psychological triggers and capitalizing on contextual cues can facilitate behaviour change and maximize impact.
How to apply:
- Identify key moments of decision-making or action initiation.
- Utilize reminders and prompts to nudge individuals towards desired behaviours.
- Tailor interventions to specific contexts and capitalize on situational cues.
To help you apply these insights in practice, the Behavioural Insights Team has developed a methodology that draws on the experience of developing significant strategies for the UK Government.
1. Define the Outcome:
Identify the behavior you aim to influence.
Define the desired outcome in measurable terms, ensuring it’s reliable and efficient to measure.
Consider the magnitude of change required for the project to be worthwhile and the timeframe for achieving this change.
2. Understand the Context:
Immerse yourself in the situations and perspectives of the individuals involved in the behaviour.
Gain insights into the context from their viewpoint, identifying barriers and facilitators to behaviour change.
Use this understanding to inform the design of a sensitive and feasible intervention.
3. Build Your Intervention: Apply the EAST framework to generate behavioural insights tailored to the identified context. This iterative process may involve revisiting the previous steps to continually refine understanding and insights.
4. Test, Learn, Adapt:
Implement your intervention to measure its effects reliably.
Utilise randomised controlled trials (RCTs) to evaluate interventions, introducing control groups for comparison.
⚡️ Call to Action
By following these practical steps, informed by the methodology developed by BIT, policymakers and practitioners can effectively apply the EAST framework to drive behaviour change.
Ultimately, the goal is to empower individuals to make better choices for themselves and society, leveraging insights from behavioural science to create a positive impact.
This way your innovation maintains momentum and embeds over time.
Have you tried the EAST Framework?
Share your thoughts below.
Wishing you a week filled with insights and breakthroughs.
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Vaughan
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