Behaviour Designer- a new
role for HR.
Years ago, I was lucky to be
assigned the task of getting the entire staff floor ( 5000 sq.ft) designed by a
reputed interior designer. My Boss was clear that the HR team must get closely
involved in all staff matters including their work station set up. Done the
standard way, we did learn a little about the ideal workstation space per
employee, sitting posture using ergonomics etc.
I was pleasantly surprised to
read recently about interior designing
going the behavioural way. This is a new buzzword that has been prevalent for
the last two years with a Behavioural Architects pioneering work on designing
homes more efficiently, keeping in mind, behavioural patterns of the inmates.
The major objective seems to influence human behaviour at home, workplace as
well as public areas. Some of the interesting points that arise are worth
noting:
1. Humans take to simplicity of
use and look for design features that make life easier. This is also due to the
fact that most of us are lazy to put in that extra effort.
2. Daily habits are important
indicators of behaviour. Most new gadgets have affected our life styles but
rarely helped change a well worn habit.
3. The goal of most behavioural
designers is to understand and explain regular patterns in human behaviour and
map those insights into possible new products, aided by technology.
4. Applications that stem out of
this new approach include a healthier and energy conserving office design, more
controlled behaviour at social dos and even monitoring and restricting the use
of social networks, to induce youngsters to
be less narcissistic and spend
more time with family or in outdoor activities.
5. Behavioural design is not just
to do with interior designs in offices but goes far beyond to breaking the
familiar mould, be it among families, communities or individuals at work or home,
using slow but radically different design principles. It makes ideas tangible
through practical application, and by focusing on real needs of people, creates
positive and sustainable impact on these behaviours.-a role assigned to every
HR professional.
6.Behavioural Design approach,
correctly designed and applied regularly, is capable of physically changing
the way people think, feel and behave
for the better.
Surely a challenging task, but
desirable for a number of reasons. Some suggestions and ideal steps for HR
professionals on introducing this concept at our workplaces:
a. Build
on common grounds- identify behaviours at specific locations or intervals (
lunch room, first hours of work, evening
hours etc.) and design features that
need to be incorporated .
b. Predict
ideal and desired behavioural patterns
and design steps to change behaviour
c. Success
even in isolated instances can be studied and replicated across bigger groups.
d. Collect
feedback from interested parties on some real changes that are happening
e. Evaluate
and redesign entire environment (
office, home, public places) to induce and encourage the behavioural change.(
an example cited is of the VOLVO bus
which has changed the way people
travel by road)
Where is the HR role?
Just as the marketing team comes
up with ideas for influencing buying patterns, the HR function must become the
depository for ideas that help transform behaviour, be it the way the appraisal
format is designed, the wording of the appointment letter, the office layout
and any opportunity that enhances efficiency through more productive bahaviour
patterns.
The design and content of any
communication that goes out from the HR department must influence change in
behaviour. Persuasive ability, one of the primary influencers of human
behaviour, must be a predominant quality developed in all HR professionals.
A clearly laid out policy with
maximum objectivity and rigidity where needed will win credibility for the HR
function and make it easier to influence change.
The HR professionals must become
organisational architects, capable of
designing a structure, that provides for certain core competencies,
values and above all a development oriented infrastructure that translates into
business processes which help maintain that competitive edge.
And may be a new thought like this
could help reduce boredom some feel with repetitive activities. They can then
grab an opportunity to be different.
Comments and suggestions most
welcome.
Warm Regards;
Job Xavier- Mumbai
98923 29188
