Behavior Change Design at Culcha
Behavior change design shapes all components of Culcha. We have fundamentally acquired this discipline based on the latest findings in instructional design, neuroscience and psychology, as well as lessons from around 20 years of experience with corporate transformation after many years of reading, researching and working.
This is how behavior change design appears in Culcha, for example, in:
Playback:
- cohort-based approach
- Mobile First
- Built analogously to social media, which users have already become accustomed to using
- Highly rhythmic for easier habit formation
- Group dynamics use peers and employees as additional sources of motivation
technology:
- Built according to two interwoven”Hook” cycles from trigger/action/investment/reward
- Use of extensive and sophisticated gamification elements
- Tools for goal setting, accountability, and reflection based on the latest scientific findings
- Personalization using AI, such as calendar integration, adjustment of media mix, tonality & rhythms of communication, etc.
- Measurements that show the real impact on business transformation
Content:
- “Mixed media” approach, orientation towards different types of learners
- Combination of a strategic “top-down” approach with voluntary elements
- Nobel prize-winning nudging mechanism
- Language inspired by resource-based coaching for empowerment and motivation
- Visualization techniques to strengthen the willingness to change from NLP
Our expert Heather
But that's not all: We regularly work with an internationally renowned behavior change design expert: Dr. Heather McKee. At the beginning of our collaboration, Heather comprehensively audited the platform we had developed up to that point. In this context, we developed:
- More targeted and effective messages: We examined the intrinsic motivation of employees to engage with the app in more detail and found out what they get out of it and how we best communicate this benefit.
- A repertoire of evidence-based tools for behavior change: We examined the most important contact points on a manager's or an employee's knowledge journey and how we can support the continuous engagement of users.
- KPIs for the progress of users and/or their companies: Together, we examined what success looks like for users, customers and us at Culcha and what KPIs are required to represent this.
Since then, we have been working with Dr. McKee on a permanent basis — whenever a major iteration is required — most recently improving the points system and the consolidation phase.
More info: https://www.drheathermckee.co.uk/
