Last year, The Huffington Post published some fascinating statistics about the U.S. prison population. The headline for the article blared, "America Has More Prisoners Than High School Teachers." It’s no secret that the United States has a high rate of incarceration, not to mention a recidivism rate of nearly 60% for serious criminals.
These stark facts put into perspective the incredible work of the Delancey Street Foundation, a drug and rehabilitation center based in San Francisco. Delancey Street accepts the most hardened criminals and drug addicts; most have multiple felony convictions. But despite the difficulty associated with overcoming a criminal past, over 14,000 Delancey residents have returned to society as productive citizens. Perhaps Delancey's most impressive accomplishment is the fact that over 90% of its graduates never return to prison.
I first learned about Delancey Street when I read the book Influencer. The book details the rehabilitation process used at the facility. After reading about Delancey Street, I asked the same question most people ask when they hear about Delancey Street’s incredible success: “How do they do it?” The authors of Influencer answer this question by describing the process of teaching new behaviors to those admitted to the program.
The more I thought about Delancey Street, the more I began to connect how some of the world's most successful technology companies utilize similar principles in the design of their products. The strategies Delancey Street uses to help ex-convicts overcome bad habits can be applied to technology products intended to help users learn new beneficial behaviors. Since most of us don’t work with hardened criminals and addicts, let’s take a look at how we can use the behavior change principles from Delancey Street to create better products.
It's About Us
When people arrive at Delancey Street, they’re looking for help. They’ve realized they can’t overcome their drug habits or tendencies towards crime on their own. In a similar way, new users show up to your product hoping it will solve a problem. And though it may sound counterintuitive, it is important to give users a “responsibility” when they arrive -- ask them to complete a task that teaches them the importance of your product and how it can help them connect to something larger than themselves.
Shortly after entering the Delancey Street program, each new resident receives a small assignment, such as learning how to set the table at the foundation-run restaurant. The revenue from the restaurant helps fund the program and after just a few days of doing this small job, residents receive an additional responsibility, for example, training the newest incoming residents.
At this year’s Habit Summit, Josh Elman an early Product Manager at Twitter, stressed the importance of the on-boarding process to technology companies. “It’s your moment to take as much time as you possibly can from this user to train them on what’s important in your product,” Elman said. Twitter's on-boarding process is able to assign users small tasks that teach them why the service is valuable to them, namely, it connects them to other people in a valuable new way. Just like at Delancey Street, Twitter teaches new users that the product isn’t just about them, it’s about others.
Easy Steps to Success
In applying the principle of starting with small tasks, it is important to guarantee success. The job must be easy enough that any user can accomplish it quickly. Delancey Street is careful to give residents tasks they can handle at every step of the program.
A great example of guaranteeing success online can be found in the registration process used by a social media tool called Buffer. The service's first goal is getting people to sign up, but that action alone isn't enough unless users ultimately share content.
Buffer realizes a key behavior for new users is to schedule content; they also realize finding new content, deciding to share it, and scheduling it, can be inconvenient, especially if a user is learning how Buffer works for the first time. To ensure users share a post and realize the full benefit of the product, Buffer hands them high-quality curated articles.
By offering-up good content for users to immediately share, Buffer guarantees anyone can be successful using their technology -- all the user has to do is hit “Schedule.”
Making a Contributor
Just a few days after Delancey Street residents check into the facility, they’re given responsibility to oversee other residents. In this way, Delancey Street is able to keep their newest residents accountable and teach other residents new responsibilities. This principle manifests in technology products when companies help consumers become contributors.
Many companies depend upon user generated content to keep their online communities engaged. Pinterest, for example, relies upon users pinning and re-pinning interesting images from the web. Tumblr needs users to post content they find to their own tumblelog. Instagram needs users to find and filter fantastic images to provide content for other users' photo feeds.
These products succeed by teaching users what is most important about their services and simplifying the steps to participate in making something other people value. Each of these services turns content consumers into content contributors.
Using principles from the Delancey Street Foundation, which is one of the most successful behavior change programs in the world, tech entrepreneurs can help users live better. By giving people a way to connect with others, providing simple tasks to make them successful, and enabling them to contribute towards a shared purpose, services can sustain ways to benefit the individual as well as the community.
Top Consumer Psychology Articles
- The One Fitness App That Hooked Me For Good
- Here's How Fortnite 'Hooked' Millions
- How Apps Can Shape Your Future Self
- How Netflix's Customer Obsession Created a Customer Obsession
- Want to Design User Behavior? Pass the 'Regret Test' First
- How to Trigger Product Usage that Sticks
- How to Get People to Help Each Other, Online and Off
- Here's How Amazon's Alexa Hooks You
- How to Use Psychology to Make Persuasive Video
- How to Use Personality Science to Drive Online Conversions
- The Unbelievable Future of Habit-Forming Technology
- The Secret Marketing Power of Evolutionary Psychology
- Don’t Ask People What They Want, Watch What They Do
- How Cognitive Biases Can Help (and Hurt) Your Business
- What Most People Don't Know About Behavioral Design
- How to Start a Career in Behavioral Design
- Your World is Full of Placebo Buttons (and That's a Good Thing)
- How to Build Technology that Feels Like a Friend
- 3 Pillars of the Most Successful Tech Products
- Here's How to Ethically Manipulate Other People
- How Two Companies Hooked Customers On Products They Rarely Use
- How to Hook Users in 3 Steps: An Intro to Habit Testing
- Die Dashboards, Die! Why Conversations Will Reinvent Software
- The Secret to Sending Emails and Notifications That Work
- How to Win Your Competition’s Customers
- Hooked for Good: How Habit-Forming Products Improve Lives
- Good Products Start With Good Questions
- Human + A.I. = Your Digital Future
- Why 'Assistant-As-App' Might Be the Next Big Tech Trend
- People Don’t Want Something Truly New, They Want the Familiar Done Differently.
- 4 Ways to Win Your Competitor's Customer Habits (Slides)
- Here’s Why You'll Hate the Apple Watch (and the Important Business Lesson You Need to Know)
- The Secret Psychology of Snapchat
- The Psychology of Notifications: How to Send Triggers that Work
- How Technology Tricks You Into Tipping More
- The Limits of Loyalty: When Habits Change, You're Toast
- 4 Ways to Use Psychology to Win Your Competition's Customers
- The Real Reason “Stupid” Startups Raise So Much Money
- The Psychology Behind Why We Can't Stop Messaging
- The Psychology of a Billion-Dollar Enterprise App: Why is Slack so Habit-Forming?
- Framing Reward is as Important as Reward Itself
- A Free Course on User Behavior
- It’s Not All Fun And Games: The Pros and Cons of Gamification at Work
- Getting Traction: How to Hook New Users
- Designing for Behavior Change Book Review
- The Sneaky Trick Behind the Explosive Growth of the Kardashian Game
- How Successful Companies Design for Users' Multi-Device Lives
- The Link Between Habits and User Satisfaction
- What Triggers The Best Word of Mouth Marketing?
- What Tech Companies Can Learn from Rehab
- The Secrets of Addictive Online Auctions
- Teach or Hook? What's the Real Goal of Online Education?
- Using Mind Control to Raise Startup Cash
- How To Build Habits In A Multi-Device World
- How To Cope with Your Insane Jealousy Of The WhatsApp Deal
- Why Do Fads Fade? The Inevitable Death Of Flappy Bird
- You'd Be Surprised By What Really Motivates Users
- Nostalgia: A Product Designer's Secret Weapon
- How You Can Help Users Change Habits
- Is “Lean Startup” Right for Your Idea?
- Hunting for Habits: Keying in on smart design to make a product irresistible
- Are Companies Too Obsessed With Growth? How to Measure Habits
- Refresh: The App a Secret Agent Would Love
- Angel or Devil: Who’s Really Investing In Your Start-Up?
- In 10 Years, We Won't Use Personal Technology
- 4 Simple Things I Did to Control My Bad Tech Habits
- "Yes, And": The Two Words that Created a #1 App
- From Laid to Paid: How Tinder Set Fire to Online Dating
- What if In-App Purchases Came to Real Life?
- Hooking Users One Snapchat at a Time
- How To Save Your Startup From The “Spotlight Effect”
- Bible App: Getting 100 Million Downloads is More Psychology Than Miracles
- How to Boost Desire Using the Psychology of Scarcity
- Marketplaces & The Curse of the Network Effect
- Today's Behaviors, Tomorrow's Startups
- Venture Capital and The Superstitious Investor
- The Future is Driven by Interface Changes
- Why Business is Addicted to Habits
- Viral Loops Or Viral 'Oops'?
- Making a Marketplace
- What Killed Turntable.fm?
- What You Don't Know About Human Intuition Can Hurt You
- Designing to Reward our Tribal Sides
- New Video - "Hooked: Building Habit-Forming Products"
- How Technology is Like Bug Sex
- Ways To Get People To Do Things They Don’t Want To Do
- The Network Effect Isn’t Good Enough
- Mass Persuasion, One User At A Time
- How Investment Drives Engagement (Slides)
- Getting Your Product Into the Habit Zone
- Where Have The Users Gone?
- Infinite Scroll: The Web’s Slot Machine
- Designing User Habits Video
- Psychology of Sports: How Sports Infect Your Brain
- This is Your Brain On Boarding: How to Turn Visitors Into Users
- User Investment: Make Your Users Do the Work
- Behavior by Design Video
- When Designing for Good Is Bad
- Stop Building Apps, Start Building User Behaviors
- The Next Secrets of the Internet
- User Growth and Engagement: A Hacker Metric
- Spotting the Next Facebook: Why Emotions are Big Business
- The Billion Dollar Mind Trick: An Intro to Triggers
- Why Everyone Hates I.T. People
- Hooking Users In 3 Steps: An Intro to Habit Testing
- Abolish The Reference Check
- Variable Rewards: Want To Hook Users? Drive Them Crazy
- How to Design Behavior (The Behavior Change Matrix)
- How To Design For “Normals”
- Hooks: An Intro on How to Manufacture Desire
- User Habits: Why Startups Must Be Behavior Experts
- What Is, and Is Not, Your Product's Job
- Pinterest’s Obvious Secret
- Personalized eCommerce Is Already Here, You Just Don’t Recognize It
- Where is the Web Going?
- The Developer Divide: When Great Companies Can't Hire
- Being a Quitter Makes You a Good Entrepreneur
- Behavior by Design
- Why You Should Run Your Business Barefoot
- Are you a Startup Star, Wacko, or Wannabe?