blind spotsin persuasive designSebastian Deterding (@dingstweets)Northeastern UniversityJanuary 30, 2015

cb

task here:use social influence to motivate cycling

in boston, MA

<1/3>tool before

target

Fogg 2003

“just add persuasion”

“just add tag clouds”

We have tool sets ...

… but no real construction plan.

what we warn all clients of:

»A solution in search of a problem«

Not»This might also persuade users.«

But»What drives and stops Peter to do X at point Y?«

http://www.implementationscience.com/content/6/1/42

the com-b model

http://www.implementationscience.com/content/6/1/42

so: what to do?

challenge: first, understand the problem1. Free-list systemic hurdles to biking in Boston2. Identify the top 5 hurdles3. Identify levers to affect these hurdles4. Check: Is social influence among them?

<2/3>wider

contexts

Paul Watzlawick et al.

»These are two types of change: one that occurs within a given system which itself remains unchanged, and one whose occurrence changes the system itself… Second-order change is thus change of change.«

change (1974: 10)

Implicit theory of social changeresponsibilisation of self

Repro

ducti

on

#1

Implicit theory of social changetechnological solutionism

Repro

ducti

on

#2

When discipline is reinforced, revolution cannot fail!

http://www.guardian.co.uk/sustainable-business/small-painless-behaviour-change

backgrounding systemic root causes

so: what to do?

»Always design a thing by considering it in its next larger context – a chair in a room, a room in a house, a house in an environment, an environment in a city plan.«

quoted by his son eero, june 2, 1977eliel saarinen

what are systemic, social contexts of cycling in Boston?

a friend inrochester, NY

same friend inDubrovnik, CR

A sudden boost in motivation?

hamburg, germany rochester, ny, usa

Mixed-use zoning5 min market, 10 min work

Single-use zoning30 min market, 45 min work

Compact zoning15 min to city center

Sprawled zoning40+ min to city center

Dense public transport accepting bikes20 min tram+5 min bike to everything

Sparse public transport, no bikes allowednot everything is accessible by bike+

Moderate coastal climateBikeable throughout the year

Humid continental climateUnbikeable winters

Public street serviceStreets, sidewalks, bike lanes clear all year

Basic public street serviceSidewalks, bike lanes not cleared

Cheap national rental bike systemOne account, free signup, good station map

Spotty city bike systemsPer city accounts, pricy, hard to find stations

Many cyclists on roadDrivers watch out, know & respect norms

Few cyclists on roadDrivers don’t watch, no clear norms

Expensive fuel & parking, congested roadsDriving in the city is expensive, slow

Cheap fuel & parking, empty roadsDriving is cheap and fast

Biking is sufficient and often the easiest, fastest, cheapest way to get around

Biking is insufficient and often the hardest, slowest way to get around

challenge: strike at the roots1. Identify systemic reasons making biking hard, slow, ineffective, costly2. Identify positive feedback loops to affect social change around these reasons 3. Ideate potential micro-ecosystems where biking is the easiest, cheapest way to move around

<3/3>autonomy &

reactance

social control & commitment

social comparison & competition

coercive,creepy, and

context-blind

Really, Dave, a second Donut?After the one you bought at Starbucks 1538

Tremont St. at 2:34pm today? I texted your friends and they do not approve.

5%500 steps

8th day without cycling – you really should step it up! What about a 5 minute ride today? C’mon, your friends in California did it!

5%500 steps

Here’s a message from Celia: Hey Dave, you’re below your step goal: take a walk in the park!

Lopez 2011

the undermining effect

Issue

#1

Edward Deci, Richard Ryan

»An understanding of human motivation requires a consideration of innate psychological needs for competence, autonomy, and relatedness.«

the what and why of goal pursuits (2000)

the romeo and juliet effect

Issue

#2

johnmarshall reeve

»When children do precisely what they were told not to do … or when the targets of propaganda do the opposite of the source’s intention, each performs a counter maneuver aimed at reestablishing a threatened freedom. The term reactance refers to the psychological and behavioral attempt at reestablishong (“reacting” against) a threatened or eliminated freedom.«

understanding motivation (2014: 297)

extrinsic motivation is unsustained

Richard Ryan, Edward Deci

Autonomy≠

Independence, lots of choice, absence of constraints

self-regulation & the problem of human autonomy (2006)

Edward Deci, Richard Ryan

»To be autonomous means to behave with a sense of volition, willingness, and congruence; it means to fully endorse and concur with the behavior one is engaged in.«

motivation, personality, and development (2012: 85)

Edward Deci & Richard Ryan: The »What« and »Why« of Gaol Pursuits (2002)

150 more pages,and I get my 10$.

external

I must not disappointmy parents!

introjected

Pfff …I‘m bored.

amotivated

I‘m good at this – this is actually fun!

intrinsic

It‘s important for me in school to read this now.

identified

I totally see how this helps me become a chef!

integrated

http://www.flickr.com/photos/pensiero/95412049Edward Deci & Richard Ryan (2002), The »What« and »Why« of Goal Pursuits

extrinsic

Edward Deci & Richard Ryan: The »What« and »Why« of Gaol Pursuits (2002)

150 more pages,and I get my 10$.

external

I must not disappointmy parents!

introjected

Pfff …I‘m bored.

amotivated

I‘m good at this – this is actually fun!

intrinsic

It‘s important for me in school to read this now.

identified

I totally see how this helps me become a chef!

integrated

http://www.flickr.com/photos/pensiero/95412049Edward Deci & Richard Ryan (2002), The »What« and »Why« of Goal Pursuits

social influence

so: what to do?

Be situated

be as smart as a puppy

have forgiving language & systems

http://designinghappiness.wordpress.com/

foster reflection & deliberation

pleasurable troublemakershttp://www.pleasurabletroublemakers.com/keymoment/

aesthetic of friction1. Situatedness Intervene where the action/

decision takes place2. Actionable Offer an alternative goal-

supporting action3. Autonomy Leave the user the choice between

old and new action4. Reflection Invite conscious reflection5. Naïveté Be cute, not (too) smart6. Sympathy Be understanding7. Irony Why so serious? Allow reversal and

cheating

challenge: create a pleasurable troublemakerApply the aesthetics of friction to your concepts:

1. Situatedness Intervene where the action/decision takes place2. Actionable Offer an alternative goal-supporting action3. Autonomy Leave the user the choice between old and new

action4. Reflection Invite conscious reflection5. Naïveté Be cute, not (too) smart6. Sympathy Be understanding7. Irony Why so serious? Allow reversal and cheating

sebastian@codingconduct.cc

@dingstweets

codingconduct.cc

Thank You.