design psychology: motivate your users
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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
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