Download - 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