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 Dave McColgin's Essay

How do we lower consumption? Technology solutions have to contend with our ever-growing appetite for resources and lack of understanding, which is the true root of the problem. The imperative is not to build more efficient objects but to influence people's consumption behaviors and awareness.

What we need is contextual intervention during behavior. "Contextual" means a cue that is tightly coupled with specific user behavior, making a feedback loop that takes advantage of the way we naturally learn. It also implies that the cue is built in to a useful function, not a design meant solely to provide the cue. "Intervention" means the cue exposes the desired choice with an effective influence, and also teaches over time. It does not mean choice is removed, but rather that the consequences are conveyed. Examples:

• The "Faucet Buddy" shows you just how much you're wasting while you shave or brush your teeth.
• Nissan has a force-feedback pedal for more efficient driving.

Amazon.com offers the default option to "Group my items into as few shipments as possible." Similarly, when you schedule your deliveries from one UK grocer, you're shown all the times their trucks will be nearby already. Design principles:

• Be encouraging. Positive reinforcement is more effective.
• Solutions should be sustainable in and of themselves.
• Raise awareness. Draw connections to quantities and consequences for awareness that goes beyond one design.
• Minimize extra steps for the user. People won't easily sacrifice convenience.
• Be familiar. Communicate concepts in a way that's easy to understand.
• Be honest. Don't exaggerate and remember to think systemically.

Dave also wrote a longer blog post on this topic.

Read Tim's essay  |  Read Dave's essay
Read Amy's essay  |  Read Arpana's essay  |  Read Brian's essay  |  Read Guiomar's essay
Read Leina's essay  |  Read Marisa's essay  |  Read Premjit's essay  |  Read Rhys's essay
Read Scott's essay  |  Read Tara's essay  |  Read Jimmy's essay

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