design psychology: motivate your users
DESCRIPTION
Intelligent.ly class with behavioral psychologist, Amy Bucher. Learn how to apply principles of self-determination theory to product design, UX and marketing. Learn more from the experts by visiting http://intelligent.ly/learn.TRANSCRIPT
presents
Design Psychology: Motivate Your User
AMY BUCHER
Amy BucherAmy Bucher is a behavioral scientist and strategist with expertise in qualitative and quantitative methods, program design, behavioral research, and market research. With a PhD in Psychology, she designs and writes tailored web-based health coaching programs that effectively motivate and support behavior change for users. Her areas of focus include problem definition and solution development, systematic and creative research to support strategic actions, and communication across multiple formats and audience types.
Design Psychology: Motivate Your Users
Amy Bucher, Ph.D. [email protected]
Amy Bucher, Ph.D. ([email protected])
Agenda
• Psychology & motivation • Fogg behavior model • Self-‐determination theory – Competence – Autonomy – Relatedness
• Additional considerations
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
“It’s not that I’m lazy, it’s that I just don’t care.”
Amy Bucher, Ph.D. ([email protected])
Types of Motivation: Self Determination Theory
AutonomousControlled
More likely to engage in and sustain behavior change
Adapted from Segar & Hall (2011) Source: Ryan & Deci (2000)
Fogg Behavior Model
Amy Bucher, Ph.D. ([email protected])
Know Before You Go
Amy Bucher, Ph.D. ([email protected])
Fogg Behavior Grid
Amy Bucher, Ph.D. ([email protected])
GREEN Do a new behavior
BLUE Do a familiar behavior
PURPLE Increase duration
or intensity
GRAY Decrease a behavior one
time
BLACK Stop doing a behavior
!Dot
Behavior is done at one time
!GREEN DOT Do a new
behavior one time
!BLUE DOT
Do a familiar behavior one
time
!PURPLE DOT Increase a
behavior one time
!GRAY DOT Decrease a behavior one
time
!BLACK DOT Stop doing a behavior one
time
!Span
Behavior has a duration
!GREEN SPAN Do a new
behavior for a span
!BLUE SPAN Do a familiar behavior for a
span
!PURPLE SPAN Increase a
behavior for a span
!GRAY SPAN Decrease a
behavior for a span
!BLACK SPAN Stop doing a behavior for a
span
!Path
Behavior is done from now on
!GREEN PATH Do a new
behavior from now on
!BLUE PATH Do a familiar behavior from
now on
!PURPLE PATH Increase a
behavior from now on
!GRAY PATH Decrease a
behavior from now on
!BLACK PATH Stop doing a behavior from
now on
Fogg Behavior Model
Amy Bucher, Ph.D. ([email protected])
What does this explain really well?
Amy Bucher, Ph.D. ([email protected])
Self-‐Determination Theory
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Self-‐Determination Theory (SDT): Antecedents of Motivation
Motivation
Amy Bucher, Ph.D. ([email protected])How vs. What
Perceived AutonomyHelp people feel they have control
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Pandora.comAmy Bucher, Ph.D. ([email protected])
WeightWatchers.comAmy Bucher, Ph.D. ([email protected])
Lunch Builder Cheat Sheet
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Constrained Choice
Perceived CompetenceHelp people feel they can do it
Amy Bucher, Ph.D. ([email protected])
Ability
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
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 intervention phase of the weight-‐loss maintenance trial. American Journal of Preventative Medicine, 32(5), 118-‐126.
2. Kruger, J., Blanck, H. M., & Gillespie, C. (2006). Dietary and physical activity behaviors among adults successful at weight loss maintenance. International Journal of Behavioral Nutrition and Physical Activity, 3.
3. Bravata, D. M., et al. (2007). Using pedometers to increase physical activity and improve health: A systematic review. Journal of the American Medical Association, 298(19), 2296-‐2304.
18% of successful dieters kept a calorie diary, vs. 8% of unsuccessful dieters2
People using pedometers keep their
physical activity at 27% above baseline levels3
Opower.com 1.4 – 3.3% energy use reduction per household (Alcott, 2011)
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Feedback Granularity
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
You’ve Earned a Badge!
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
$26 Million
in first year1
1. http://news.starbucks.com/article_display.cfm?article_id=598, retrived October 1, 2012
Amy Bucher, Ph.D. ([email protected])
J&J Digital Health Scorecard http://www.digitalhealthscorecard.com/?sf7635864=1
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Does it work?
Amy Bucher, Ph.D. ([email protected])
http://duolingo.com/#/effectiveness-‐study
34 Hours of Duolingo 1 University Semester
Perceived RelatednessShow people they’re connected
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Sometimes the responses are just acknowledgements . . .
Amy Bucher, Ph.D. ([email protected])
Sometimes the responses are helpful . . .
Amy Bucher, Ph.D. ([email protected])
Sometimes the responses are repetitive . . .
Amy Bucher, Ph.D. ([email protected])
Sometimes the responses are to other brands, not end users . . .
Sometimes the responses are deliberately funny . . .
Amy Bucher, Ph.D. ([email protected])
ELIZA
Human: My boyfriend made me come here. ELIZA: Your boyfriend made you come here? Human: He says I’m depressed. ELIZA: I’m sorry to hear you are depressed. Human: It’s true. I’m unhappy. ELIZA: Do you think talking to me will help you not be unhappy?
Amy Bucher, Ph.D. ([email protected])
Weizenbaum, J. (1966). ELIZA—A computer program for the study of natural language communication between man and machine. Communications of the ACM, 9(1), 36-‐45.
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Design that Responds
Amy Bucher, Ph.D. ([email protected])
Contrast this . . .
Amy Bucher, Ph.D. ([email protected])
With this:
Amy Bucher, Ph.D. ([email protected])
SDT Applied to Beer
Amy Bucher, Ph.D. ([email protected])
Additional Resources
Amy Bucher, Ph.D. ([email protected])
Glued to Games, by Scott Rigby and Richard Ryan
selfdeterminationtheory.org à links to academic papers, research
Stanford University Persuasive Technology Lab (http://captology.stanford.edu/)
I also like: !•Influence: The Psychology of Persuasion, by Robert Cialdini •Willpower, by Roy Baumeister and John Tierney •The Power of Habit: Why We Do What We Do in Life and in Business, by Charles Duhigg
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