Behavioural Design Fellowship At First Principles Lab
Applying Behavioral Design in Social Services: Enhancing Client Engagement through Data-Driven Strategies
A case study in using behavioral insights and real-world testing to increase enrollment attendance for vulnerable populations
Behavioral Design in Social Services
Overview
My interest in behavioral design emerged from working with mobility mentoring and social services. While taking a course with Irrational Labs, I developed skills in the 3B Framework, receiving guidance from a behavioral scientist on how to apply these principles. This case study showcases my process of integrating behavioral design insights into a real-world project at my job, where I worked to increase client enrollments by addressing both logistical and psychological barriers.
My interest in behavioral design emerged from working with mobility mentoring and social services. While taking a course with Irrational Labs, I developed skills in the 3B Framework, receiving guidance from a behavioral scientist on how to apply these principles. This case study showcases my process of integrating behavioral design insights into a real-world project at my job, where I worked to increase client enrollments by addressing both logistical and psychological barriers.
The Challenge
Client Profile
The clients in our program face significant barriers such as poverty, unstable housing, limited communication resources, and mental health issues, which impact engagement. Staff experience high caseloads and limited time, making it difficult to provide personalized outreach.
Objective
Increase attendance at in-person enrollment meetings by reducing key behavioral barriers among eligible referrals.
The clients in our program face significant barriers such as poverty, unstable housing, limited communication resources, and mental health issues, which impact engagement. Staff experience high caseloads and limited time, making it difficult to provide personalized outreach.
Objective
Increase attendance at in-person enrollment meetings by reducing key behavioral barriers among eligible referrals.
Approach
Research and Insights
I began by analyzing both qualitative data (front-line staff feedback on parent/caregiver challenges, parent/caregiver testimonials) and quantitative data (demographics from the case management system, data from a year long implementation study). This dual approach helped me pinpoint logistical issues (e.g., housing instability, income) and behavioral factors (e.g., emotional regulation challenges, substance abuse) that contribute to low engagement.
Behavior Mapping
I applied behavioral design principles to target key behaviors within our 'circle of control'. Due to limited resources and systemic constraints, we prioritized behaviors we could influence. Our primary goal was to increase client attendance at enrollment meetings by reducing effort and maximizing perceived benefits.
I began by analyzing both qualitative data (front-line staff feedback on parent/caregiver challenges, parent/caregiver testimonials) and quantitative data (demographics from the case management system, data from a year long implementation study). This dual approach helped me pinpoint logistical issues (e.g., housing instability, income) and behavioral factors (e.g., emotional regulation challenges, substance abuse) that contribute to low engagement.
Behavior Mapping
I applied behavioral design principles to target key behaviors within our 'circle of control'. Due to limited resources and systemic constraints, we prioritized behaviors we could influence. Our primary goal was to increase client attendance at enrollment meetings by reducing effort and maximizing perceived benefits.
Identified Key Behavior
Referred client attends an in-person enrollment meeting within a week of the organization receiving the referral.
Iteration Process
First Design and Expert Feedback
My initial flow was highly detailed, assuming an "ideal client" with strong organizational skills. Feedback from a behavioral scientist encouraged me to adapt this approach, prompting a shift toward a more practical design that accounted for the unique psychological barriers faced specifically by our clients, such as pessimism bias and cognitive overload (which has a lot to do with poverty, trauma and simply the stress that affects how our brains function).
Refinement
In response, I simplified the process and developed a two-part reminder system:
This streamlined approach addressed clients’ limited mental bandwidth. Implementing these reminders led to an immediate and significant increase in attended enrollments, indicating the positive impact of these behavioral nudges.
We also considered the limited bandwidth of our staff, creating templates that seamlessly integrated into their daily workflows, requiring the minimal number of steps to send out reminders efficiently.
My initial flow was highly detailed, assuming an "ideal client" with strong organizational skills. Feedback from a behavioral scientist encouraged me to adapt this approach, prompting a shift toward a more practical design that accounted for the unique psychological barriers faced specifically by our clients, such as pessimism bias and cognitive overload (which has a lot to do with poverty, trauma and simply the stress that affects how our brains function).
Refinement
In response, I simplified the process and developed a two-part reminder system:
- Text Reminder: A clear message with meeting details and a prompt for clients to confirm. I carefully considered the average literacy level, constructing the prompt with input from the Director and further refining it using AI to align with an 8th-grade reading level.
- Call Reminder: A final call to reinforce the meeting, aimed at reducing no-shows by offering a last touch point.
This streamlined approach addressed clients’ limited mental bandwidth. Implementing these reminders led to an immediate and significant increase in attended enrollments, indicating the positive impact of these behavioral nudges.
We also considered the limited bandwidth of our staff, creating templates that seamlessly integrated into their daily workflows, requiring the minimal number of steps to send out reminders efficiently.
Behavioral Insights Applied
Behavior Map: Mapping out user-steps, barriers, and introducing potential benefits
Key Barriers Addressed And Benefits Considered
Logistical: Simplified the travel and meeting details and used a structured reminder system (texts and calls) to reduce planning effort for clients.
Psychological: Tackled biases like status quo bias, scarcity mindset, cognitive overload, and loss aversion. By using clear, specific communication, we increased clients' perceived control and reduced mental barriers to attending their appointments.
Psychological: Tackled biases like status quo bias, scarcity mindset, cognitive overload, and loss aversion. By using clear, specific communication, we increased clients' perceived control and reduced mental barriers to attending their appointments.
Testing Hypotheses and Measuring Outcomes
Primary Hypothesis
A structured reminder system (text + call) would improve attendance by reducing logistical effort and supporting executive functioning.
A structured reminder system (text + call) would improve attendance by reducing logistical effort and supporting executive functioning.
Pros
- Increases attendance through consistent reminders, helping clients who struggle with organization.
- Simplifies the process for clients, reducing cognitive load and enhancing follow-through.
- Can be easily implemented with minimal additional resources.
Cons
- May still miss clients who have no stable contact number or means of communication.
- Relies on client responsiveness to reminders, which may not address deeper psychological barriers.
Alternative Hypothesis
A welcome packet (with a personal note and travel passes) could foster a sense of ownership and increase attendance by creating an early bond with the coach.
A welcome packet (with a personal note and travel passes) could foster a sense of ownership and increase attendance by creating an early bond with the coach.
Pros
- Builds rapport early, increasing the likelihood that clients feel supported and committed.
- May address the endowment effect by giving clients a sense of ownership in the program.
- Offers a tangible incentive (e.g., travel passes) that reduces a logistical barrier to attendance.
Cons
- Higher upfront cost for preparing and delivering welcome packets.
- May require more time from staff to create personalized packets, which could strain resources.
- Effectiveness may vary depending on individual client needs or preferences for physical materials.
Current and Future Testing, and Impact
Our team is now setting up a dedicated engagement unit to further test and refine these and other strategies, focusing on different behavioral approaches. Early data from qualitative insights and attendance metrics show a positive shift, validating the practical value of the behavioral design principles I was learning and applying simultaneously. We anticipate having results collected and analyzed by end of March 2026.
More than the test itself, we have reported out this method of using behavioral design to pilot strategies and have shared our work in strategy meeting with senior DHS staff. It is a clear
More than the test itself, we have reported out this method of using behavioral design to pilot strategies and have shared our work in strategy meeting with senior DHS staff. It is a clear
Key Skills and Takeaways
Introducing Behavioral Design To The Team
Introduced behavioral design principles to leadership, applying the 3B Framework to analyze parent/caregiver engagement patterns. Transformed service delivery approach by helping staff understand root causes and barriers behind behaviors rather than surface actions. Created lasting cultural shift in how team conceptualizes and addresses client challenges, with leadership now integrating behavioral considerations into program design.
Introduced behavioral design principles to leadership, applying the 3B Framework to analyze parent/caregiver engagement patterns. Transformed service delivery approach by helping staff understand root causes and barriers behind behaviors rather than surface actions. Created lasting cultural shift in how team conceptualizes and addresses client challenges, with leadership now integrating behavioral considerations into program design.
Encouraged A Data-driven Mindset Shift
Leveraged both client demographic data and frontline staff feedback to create a client-centered intervention, and in the process, encouraging a data-driven and experimental mindset.
Leveraged both client demographic data and frontline staff feedback to create a client-centered intervention, and in the process, encouraging a data-driven and experimental mindset.
Real-World Context and Application
Due to the success of this experiment, our director has asked us to be more strategic in our interventions. Currently, we are planning to critically examine our housing services to determine where we can fix service delivery and increase retention.
Due to the success of this experiment, our director has asked us to be more strategic in our interventions. Currently, we are planning to critically examine our housing services to determine where we can fix service delivery and increase retention.
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