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Behavioural Change
People are often irrational and unpredictable. It is often desirable to influence their behaviour, often for their own benefit. However delivering meaningful and sustainable behaviour change is a complex challenge. We use research insights and behavioural science to help businesses design interventions that can influence and nudge behaviour change.
Our services include:
Customer Insight & Understanding - backed by research, we use tools such behavioural archetypes, to help businesses gain insight into their customers, their needs, their motivations and why they do what they do.
Designing Behavioural Interventions - we use the science to design interventions that tackle peoples’ underlying decision-making and thought processes. These can be physical, digital or informational solutions
Prototyping - we develop a range of interventions for testing in the real world and evaluate the impact on behaviour
What challenges do we solve?
We have worked with different businesses to address a range of problems which include
How can we change behaviour to speed up a process?
How can we influence behaviour to discourage littering?
How can we get visitors to explore different parts of our museum?
How can we encourage our passengers to adopt more active or environmental transport modes?
How can we persuade our passengers to dwell in retail spaces and not head straight to wait at the gate?
Why work with us?
Behavioural design provides a framework for understanding human behaviour and the complex web of internal and external influences. At Mima, we strive to apply this knowledge to create spaces, places, and services that lead to more reliable and better outcomes for the user, for businesses and for society.
The implementation of a behavioural change programme can have many benefits including:
Streamline passenger/ visitor flows and increase throughput
Reduce errors / unwanted actions
Improve passenger / visitor experience
Increase uptake of active travel behaviours - eg. cycling, walking, public transport.
Increase sustainable behaviors - eg. recycling, healthy eating
Highlight Case Study – Behavioural Change
West Suffolk Hospital
Mima worked with West Suffolk Hospital on a Behaviour Change project to take on the challenge of shifting smoking behaviours across the hospital site.
The hospital in Bury St Edmunds enjoys a campus setting, neighboured by a large leafy heath, managed by the local council. The site deploys the NHS “Smokefree” policy with no smoking or vaping allowed anywhere within the boundary. However, there is widespread confusion and 'bending' of the rules with smoking occuring across the site - particularly outside the hospital main entrance, with the negative consequence of second hand smoke for non-smokers. The hospital also raised the problematic issue of smoking-related litter across the sites at the sides of the boundary to the Heath, despite signage indicating the policy.
Highlight Case Study – Behavioural Change
Liverpool John Lennon Airport
The Airport security screening process is an essential and important guard to safe travel. However, it is recognised that this mandatory checkpoint often creates a low point in customer satisfaction at airports. Liverpool John Lennon Airport saw this as an opportunity to review their existing arrangement and inject some design thinking in a bid to improve the passenger experience. LJLA invited Mima to tackle the design challenge.
Podcast Player
Episode 5 | 20 Dec 2023
How do you create positive change in your business that lasts?
Have you ever been frustrated in your attempts to land enduring change in your business? Have you ever just not known where to start or how to make sure you get all the stakeholders to buy into it?
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A major UK airport
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Guiding visitors through museum spaces with behavioural research and wayfinding
Victoria & Albert Museum
