design psychology: motivate your users

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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.

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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.  amy.bucher@gmail.com

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

Agenda

• Psychology  &  motivation  • Fogg  behavior  model  • Self-­‐determination  theory  – Competence  – Autonomy  – Relatedness  

• Additional  considerations

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

“It’s  not  that  I’m  lazy,  it’s  that  I  just  don’t  care.”

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

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.  (amy.bucher@gmail.com)

Know  Before  You  Go

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

Fogg  Behavior  Grid

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

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.  (amy.bucher@gmail.com)

What  does  this  explain  really  well?

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

Self-­‐Determination  Theory

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

Self-EfficacySocial Learning

Hierarchy of Needs

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

Self-­‐Determination  Theory  (SDT):  Antecedents  of  Motivation

Motivation

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

Application  of  SDT

Adapted  from  Scott  Rigby

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)How  vs.  What

Perceived  AutonomyHelp  people  feel  they  have  control

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

Pandora.comAmy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

WeightWatchers.comAmy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

Lunch  Builder  Cheat  Sheet

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

Constrained  Choice

Perceived  CompetenceHelp  people  feel  they  can  do  it

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

Ability

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

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.  (amy.bucher@gmail.com)

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

Feedback  Granularity

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

You’ve  Earned  a  Badge!

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

Yelp

Untappd

Fitocracy

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

$26  Million  

in  first  year1

1.  http://news.starbucks.com/article_display.cfm?article_id=598,  retrived  October  1,  2012

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

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

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

Does  it  work?

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

http://duolingo.com/#/effectiveness-­‐study

34  Hours  of  Duolingo 1  University  Semester

Perceived  RelatednessShow  people  they’re  connected

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

Sometimes  the  responses  are  just  acknowledgements  .  .  .

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

Sometimes  the  responses  are  helpful  .  .  .

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

Sometimes  the  responses  are  repetitive  .  .  .  

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

Sometimes  the  responses  are  to  other  brands,  not  end  users  .  .  .

Sometimes  the  responses  are  deliberately  funny  .  .  .

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

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.  (amy.bucher@gmail.com)

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.  (amy.bucher@gmail.com)

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

Design  that  Responds

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

Contrast  this  .  .  .

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

With  this:

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

SDT  Applied  to  Beer

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

Additional  Resources

Amy  Bucher,  Ph.D.  (amy.bucher@gmail.com)

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

From  this  presentation:  

Course Title  Course Title

INSTRUCTOR NAME

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