amy bucher: motivate your user, boston ux meetup 9/18/2014

Design Psychology: Mo0vate Your Users

Amy Bucher, Ph.D. @amybphd, amybucherphd.com

Types of Mo0va0on: Self Determina0on Theory

Amo$vated

•  I am not mo0vated

External

• My employer/doctor/ coach told me I need to

Introjected

•  I know I should

Iden$fied

•  The behavior is consistent with my goals

Integrated

•  The behavior is part of my iden0ty

Intrinsic

•  The behavior feels good

Autonomous Controlled

More likely to engage in and sustain behavior change

Adapted from Segar & Hall (2011) Source: Ryan & Deci (2000)

Amy Bucher, Ph.D.: @amybphd, amybucherphd.com

Involves self-‐ini0a0on and self-‐regula0on of one’s own behavior

Ability to interact proficiently or effec0vely with the environment

Feelings of closeness and belonging to a social group

Autonomy

Competence

Relatedness

Motivation

Self-‐Determina0on Theory (SDT): Antecedents of Mo0va0on

Ryan, R. M., & Deci, E. L. (2000). Self-‐determina0on theory and the facilita0on of intrinsic mo0va0on, social development, and well-‐being. American Psychologist, 55, 68-‐78.


Applica0on of SDT

• Minimal external pressure • Provision of maximum choice • Internal frame reference shared

Autonomy Support

• Op0mal challenge • Developmentally appropriate demands • Relevant feedback

Competence Support

• Warmth • Involvement • Conveyance of belongingness

Relatedness Support

Adapted from Sco_ Rigby


PERCEIVED AUTONOMY Help people feel they have control


Pandora.com Amy Bucher, Ph.D.

WeightWatchers.com

Lunch Builder Cheat Sheet


PERCEIVED COMPETENCE Help people feel they can do it


2x weight loss in people who track food 6+ days per week vs. people who track less than 11

1.  Hollis, J. F. et al. (2008). Weight loss during the intensive interven0on phase of the weight-‐loss maintenance trial. American Journal of Preventa8ve Medicine, 32(5), 118-‐126.

2.  Kruger, J., Blanck, H. M., & Gillespie, C. (2006). Dietary and physical ac0vity behaviors among adults successful at weight loss maintenance. Interna8onal Journal of Behavioral Nutri8on and Physical Ac8vity, 3.

3.  Bravata, D. M., et al. (2007). Using pedometers to increase physical ac0vity and improve health: A systema0c review. Journal of the American Medical Associa8on, 298(19), 2296-‐2304.

18% of successful dieters kept a calorie diary, vs. 8% of unsuccessful dieters2

People using pedometers keep their

physical ac0vity at 27% above baseline levels3


Opower.com 1.4 – 3.3% energy use reduc0on per household (Alco_, 2011)


Feedback Granularity

Amy Bucher, Ph.D.

Amy Bucher, Ph.D.

J&J Digital Health Scorecard h_p://www.digitalhealthscorecard.com/?sf7635864=1

Does it work?

h_p://duolingo.com/#/effec0veness-‐study

34 Hours of Duolingo 1 University Semester


PERCEIVED RELATEDNESS Show people they’re connected


SDT Applied to Beer


Thank you!

•  Twi_er: @amybphd •  Website and blog: amybucherphd.com


amy bucher: motivate your user, boston ux meetup 9/18/2014

Science

users amy bucher

rigby amy bucher

control amy bucher

university semester

baseline levels3 amy

autonomy help people

competence help people

weight loss maintenance