Behaviour as service design material

This chapter explores how behaviours that occur in service can be understood and shaped as part of design efforts. Behaviours are based on both deliberate choices and subconscious cognitive processes and can greatly impact the success of new service elements. The authors suggest that understanding and changing behaviours requires consideration of the underlying factors of motivation, opportunity, and capability. The theory of planned behaviour (TPB) is presented as a model of behaviour from a rational and conscious standpoint, but it is noted that it neglects certain aspects such as the physical context. Additionally, the importance of opportunity as a source of behaviour is highlighted as it relates to external and contextual factors that allow for the behaviour to occur. Overall, this chapter emphasizes the need for deep understanding of behaviours in order to design efficient interventions and improve service co-creation.