using goals to create behavior change

Using Goals to Create Behavior

Change!

W E L C O M E T O

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Tracking Social

Goals Badges Points

Lots of different techniques, but actually changing behavior is difficult.

Education Incentives

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Goals

Noom Coach Runkeeper Omada Health Fitbit

= Motivation + Focus + Persistence

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Why do so many goal programs fail �to change behavior?

Missed audience opportunities

One-size-fits-all goals and rewards

Over reliance on incentives

Fail to inspire long term change

Don’t effectively leverage social

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that will motivate your members to change behavior

Principles of �Effective Goals

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Target the Right UsersNot all goal setters are the same… "understand which type you’re designing for.

High Risk Consumers Healthy Strivers

Can simplify into two icons or images that reflect Healthy Strivers and High Risk Consumers

PRINCIPLE 1:!

High Risk Consumers Healthy Strivers

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High-Risk Consumers•  Need to make a change •  External trigger has initiated

motivation •  May be new to fitness •  Doubts their ability so they

need confidence •  Need more hand holding "

and education

Fitbit

PRINCIPLE 1: TARGET THE RIGHT USERS!

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Healthy Strivers•  Wants to optimize their health •  Established behaviors highly

tuned into their limits •  Already has a strong

knowledge base •  Typically more digitally savvy •  Highly intrinsically motivated

PRINCIPLE 1: TARGET THE RIGHT USERS!

Strava

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Harness Your Users Intrinsic MotivationToo many goal programs programs rely exclusively on extrinsic rewards

PRINCIPLE 2:!

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Intrinsic Motivation to Create Lasting Engagement•  Reinforce the “why” behind their goal •  Progress is motivating (breaking longer

term goals into small accomplishments which create a sense of mastery) •  When necessary fill motivational gaps

with extrinsic rewards

Rob can refine this slide

PRINCIPLE 2: HARNESS YOUR USER’S INTRISIC MOTIVATION!

Ariely: When individuals perceive meaning, no matter how small they work with less incentives

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Daunting

Achievable, but challenging �goals create more engagement

Attainable & Activating

Goal Intensity

Uninspiring

PRINCIPLE 3: !

Couch25K

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Offering users a limited set of goals helps them focus and increases likelihood �of completion.

Primary Goal!Ex:Consume fewer calories

Secondary Goal!Ex: Gym 4X / week

PRINCIPLE 4: !

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Create Commitment �to Goals•  Sustained effort towards goals

can become tough so we need "to help users build commitment. •  Two factors that increase people’s

likelihood of sticking with goals. –  Autonomy in selecting the goal –  Trust in the source of the goal

recommend

PRINCIPLE 5: !

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Runkeeper’s Goal Coach recommends goals based on data that you provide it about your priorities

Offering users a sense of meaningful choice improves accountability �and investment

PRINCIPLE 5: CREATE COMMITMENT TO GOALS!

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Trust in the source �of recommendations �improves commitment•  Display expertise behind

recommendation •  Show data that supports

recommended goal •  Show how personal needs

influenced recommendation

PRINCIPLE 5: CREATE COMMITMENT TO GOALS!

Headspace, a digital mindfulness platform, emphasizes research behind daily meditation

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Sharing goals and progress towards them increases motivation accountability

PRINCIPLE 6: CREATE COMMITMENT TO GOALS!

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Conclusion –  Overview of each principles

Reference the principles that we talked through in the webinar

Target Motivate Achievable

Focus Commitment Social

Rob Gifford

Thank YouManager, User Experience

rgifford@medullan.com @rgiffs