design psychology: motivate your users

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

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

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

Know Before You Go

Fogg Behavior Grid

GREEN Do a new behavior

BLUE Do a familiar behavior

PURPLE Increase duration

or intensity

GRAY Decrease a behavior one

BLACK Stop doing a behavior

Behavior is done at one time

!GREEN DOT Do a new

behavior one time

!BLUE DOT

Do a familiar behavior one

!PURPLE DOT Increase a

behavior one time

!GRAY DOT Decrease a behavior one

!BLACK DOT Stop doing a behavior one

Behavior has a duration

!GREEN SPAN Do a new

behavior for a span

!BLUE SPAN Do a familiar behavior for a

!PURPLE SPAN Increase a

behavior for a span

!GRAY SPAN Decrease a

behavior for a span

!BLACK SPAN Stop doing a behavior for a

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

!GRAY PATH Decrease a

!BLACK PATH Stop doing a behavior from

now on

Fogg Behavior Model

What does this explain really well?

Self-‐Determination Theory

Self-EfficacySocial Learning

Hierarchy of Needs

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

Motivation

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

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

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

Lunch Builder Cheat Sheet

Constrained Choice

Perceived CompetenceHelp people feel they can do it

Ability

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)

Feedback Granularity

You’ve Earned a Badge!

Untappd

Fitocracy

$26 Million

in first year1

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

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

Does it work?

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

34 Hours of Duolingo 1 University Semester

Perceived RelatednessShow people they’re connected

Sometimes the responses are just acknowledgements . . .

Sometimes the responses are helpful . . .

Sometimes the responses are repetitive . . .

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

Sometimes the responses are deliberately funny . . .

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?

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.

Design that Responds

Contrast this . . .

With this:

SDT Applied to Beer

Additional Resources

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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