The art of designing feedback loops.
Welcome to the “Becoming a B.S. Artist” series, where you will learn the fine art of using behavioral science tools to motivate action.
There are many behavioral science tools and terms out there, which often sound simple to use: “Just nudge the audience!” Yet, we all know that these things are never as easy as they sound, especially in the context of conservation and sustainability programs.
This four-part blog series will detail when behavioral science tools are a good fit for our projects and how to design and implement them effectively. By the end of the series, you’ll be a certified B.S. artist! Enjoy.
You can click on the image below to read all four posts in the series.
This B.S. Tool: Feedback Loops.
“Feedback loops provide people with information about their actions in real time, then give them a chance to change those actions, pushing them toward better behaviors.” —Thomas Goetz.
There are many naturally occurring feedback loops in our lives.
We forget to put the laundry in the dryer, and now our clothes smell a bit funky.
We put the spoon under the kitchen faucet in the up position, sending a wave of water all over us.
We drink coffee later in the day than we should and end up having a crappy night of sleep.
These feedback loops prompt us to be more mindful next time we do those things so we don’t produce the same funky, wet, sleepless results.
Feedback loops can also be intentionally designed and implemented to help audience members navigate the difficult task of doing something new and different in their lives (i.e., changing their behaviors).
Have you ever seen one of these traffic speed signs that tell you how fast you’re driving compared to the set speed limit? (Most of the time, they are flashing because we’re all going over the limit).
Signs like these have proven to be more effective for reducing speeds – and keeping them low for several miles afterward! – than static signs, police cars with radar guns, and even increased ticketing rates (Wired, 2011).
They work so well simply because they provide real-time feedback on our actions with a clear message for what we should do next: slow down.
You have likely opted into several programs that give you regular feedback on your progress, like Noom, Fitbit, Nest thermostats, Duolingo, and more. Today, we’ll do a deep dive into when and how we can use this same B.S. for our projects.
Are feedback loops a good fit for your project?
Feedback loops work best for projects that require a lot of practice or persistence from the audience to achieve a larger behavior goal, and making steady progress is an important part of the process.
It could be a behavior that requires ongoing practice to create a habit that sticks, like reducing food waste.
It could also be a program that wants users to complete a series of one-off actions that add up to a larger impact, like making energy-efficient changes in the house.
They also work best for programs or behaviors where the audience has some initial desire and drive to achieve the end goal and, therefore, are interested in pursuing it themselves, like wanting to reduce their carbon footprint.
Note: Sharing positive feedback is always a great idea and can be incorporated into all behavior change programs.
However, feedback loops tend to work best when the audience has the opportunity to repeat the behavior and make adjustments based on the feedback received.
For example, providing positive feedback after someone signs a petition is awesome, but they may not need a feedback loop unless you’re asking them to sign several petitions back-to-back.
Why feedback loops work.
Let’s add a dash of behavioral psychology to the mix! People feel compelled to continue their journey of change when receiving regular feedback because:
It reduces uncertainty. The process of adopting a new behavior means entering unfamiliar territory. Feedback loops offer consistent reassurance that you’re on the right track or guidance for how to easily get back on track.
It builds self-efficacy. Feedback that reinforces what good looks like and celebrates all the moments when the audience “nails it” builds confidence that they have the skills and ability to achieve the end goal.
It provides intrinsic benefits. Positive feedback like digital high-fives and gold stars makes people feel good inside, and earning milestone markers and badges makes them feel seen and recognized for their achievements.
It taps into the goal gradient effect bias. As we get closer to achieving our goals, we increase our level of effort and speed. Feedback loops are essential for communicating how close we are to the end zone.
What you need to get started.
It’s time to gather the materials we need to design and implement feedback loops. The four essential items you need are:
→ A clear end goal for what the audience can achieve through the program, such as an energy-efficient house or 30% less food waste.
→ A mapped-out user journey with detailed steps for how the audience will transition from their starting point to the desired end goal.
→ A method for collecting progress and output data per individual and across participants (to showcase collective impact) and technology that quickly translates that data into contextual, constructive feedback and next steps.
→ A way to relay feedback to your audience members. This can be through an app, email, software program, or text.
How to design effective feedback loops.
It’s like paint-by-numbers but a lot harder. Sorry!
Start with a baseline.
For projects asking people to accomplish a series of tasks, it can be helpful to have audience members start by assessing what they’ve already done before starting the program through a quiz or checklist.
They can receive an immediate celebratory response for their accomplishments to date and guidance for what they can do next.
For other projects where audience members may all be starting at square one, consider using the endowed progress effect to provide a boost of momentum at the beginning of the behavior journey.
Give a lot of feedback early in the journey.
The early days of starting a new habit is a fragile time! Audience members will feel a mix of excitement and uncertainty at this stage, so keeping them motivated and on the right track is critical.
Keep in mind that feedback should directly follow a step or action the audience completes so that it is timely and relevant.
Feedback should also grab the audience’s attention with an element of surprise. Prompts that are too subtle risk being missed entirely.
Give good feedback.
Not all feedback is equally effective at motivating audiences to achieve their goals.
Good feedback:
- Is clear, specific, and actionable. The audience should be clear on what they did well, where they could improve, and how they can get it right the next time.
- Focuses on increasing confidence, self-efficacy, and determination. This means positive and constructive feedback works harder to achieve the goal than critical or negative feedback.
- Encourages audiences to try the behavior again. If the audience didn’t get it quite right, use humor and empathy to encourage them to try again.
- Connects individual actions with collective change, if relevant and feasible for the project.
The below image of a recycling feedback tag is an example of providing timely, constructive, clear, and friendly feedback.
Up the ante.
It’s a good idea to incorporate periodic motivational “boosts” throughout the user journey that complement the step-by-step feedback loops.
Boosts can infuse new energy into the behavior journey, which is especially useful for participants who have progressed beyond the initial phase.
Here are a few boost ideas to consider:
» Milestone markers to celebrate how many times the audience member has repeated a behavior, like when Peloton gives you an achievement badge for reaching 10, 25, 50, and more total bike rides.
» Streaks to encourage users to stay consistent with their practice, like practicing a new language every day or week.
» Badges to reward participants for any type of accomplishment the program wants to celebrate, from how many friends they’ve invited (“best host” badge) to how active they are in the discussion forum (“top contributor”). Badges can be official or playful, depending on the topic and goal of the program.
» Contests can be used to create a spike of activity by asking participants to complete a set of defined tasks within a set time period. This is a great way to invite new audience members to join the initiative and create fresh buzz about achieving the behavior change goal.
Track and assess.
There are countless ways we can provide positive and constructive feedback to our audience, and some messages are more motivating than others.
It’s helpful to track participation along the behavior change steps to identify areas where audience members are regressing, stalling, or quitting.
Gaps in progress can be addressed by providing additional resources and support for the audience and adjusting the type of feedback provided during those moments.
Pitfalls to avoid, based on my Peloton app.
For the most part, I really like the Peloton app, and it’s been incredibly helpful for my workout regimen. But, I’ve noticed two errors they make when using feedback loops.
1) I receive the exact same message of affirmation every time I complete a workout. It’s a digital high-five (which I like) with a message that says, “You did that. Way to go!” This is a fine message, but the effect has definitely worn off over time. It’s not that hard to brainstorm 20 or more short affirmations and deliver them randomly. That would really keep me engaged.
2) Peloton tracks streaks, which can be a good motivational tool, but the message is always focused on “not losing my streak,” which is a loss-based message. This phrasing tends to elicit feelings of guilt more than motivation for me. I would rather receive a message that prompts me to plan my next workout so I can keep my awesome streak going.
You’re now on your way to becoming a certified B.S. artist!
Additional learning resources:
Clear, J. (2018, June 12). Feedback Loops: How to master the invisible hand that shapes our lives. James Clear. https://jamesclear.com/feedback-loops.
Goetz, T. (2011, June 19). Harnessing the Power of Feedback Loops. Wired. https://www.wired.com/2011/06/ff-feedbackloop/.