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forewordprefacepart i understanding the hind and behavior change  chapter 1 how the mind decides what to do next    the deliberative and intuitive mind    making sense of the mind    most of the time, we're not actually "choosing" what to do next.    even when we "choose," our minds save work    the obvious, simple stuff is really important    a map of the decision-making process    on a napkin  chapter 2 why we take certain actions and not others    a simple model of when, and why, we act    the create action funnel    on a napkin  chapter3 strategies for behavior change    a decision or a reaction: three strategies to change behavior    strategy 1: cheat!    strategy 2: make or change habits    strategy 3: support the conscious action    a recap of the three strategies    on a napkinpart ii discovering the right outcohe, action, and actor  chapter 4 figuring out what you want to accomplish    start with the product vision    nail down the target outcome    identify additional constraints    generate a list of possible actions for users to take    on a napkin  chapter 5 selecting the right target action    research your target users    select the ideal target action    define success and failure :    how to handle very diverse populations    on a napkinpart iii developing the conceptual design  chapter 6 structuring the action    start the behavioral plan    .tailor it    simplify it    make it "easy".    on a napkin  chapter 7 constructing the environment    tactics you can use    increase motivation    cue the user to act    generate a feedback loop    knock out the competition    remove or avoid obstacles    update the behavioral plan    on a napkin  chapter 8 preparing the user    tactics you can use    narrate the past to support future action    associate with the positive and the familiar    educate your users    how training your users fits in    update the behavioral plan    how behavior change techniques relate to the thought    the behavior requires    on a napkinpart iv designing the interface and implementing it  chapter 9 moving from conceptual designs to interface designs    take stock    extract the stories or specs    provide structure for magic to occur    on a napkin  chapter lo reviewing and fleshing out the interface designs    look for big caps    look for tactical opportunities    on a napkin  chapter 11 turning the designs into code    put the interface design in front of users    build the product    go lean if possible    on a napkinpart v refining the product  chapter 12 measuring impact    why measure impact?    where to start: outcomes and metrics    how to measure those metrics    determining impact: running experiments    determining impact: unique actions and outcomes    other ways to determine impact    what happens if the outcome isn't measurable    within the product?    on a napkin  chapter 13 identifying obstacles to behavior change    watch real people using the product    check your data    figure out how to fix the obstacles    on a napkin  chapter 14 learning and refining the product    determine what changes to implement    measure the impact of each major change    when is it "good enough"?    how to (re-)design for behavior change with an    existing product    on a napkinpart vi putting it into practice  chapter 15 common questions and a start-to-finish example    an example of the approach    questions about how and why we act    questions about the mechanics of building    behavior change products  chapter 16 conclusion    four lessons    themes    looking ahead    appendix a: glossary of terms    appendix b: resources to learn more    appendix c: bibliography    appendix d: endnotes    index    about the author