moral issues in behavior change - sxsw 2017 - amy bucher
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Moral Issues in Designing for Behavior Change#MoralsinBC
Amy Bucher, Ph.D.Mad*Pow
[email protected]@amybphd
Raphaela O’Day, Ph.D.Johnson & Johnson Health
and Wellness [email protected]
Think about your best healthcare experience . . . .
#MoralsinBC
. . . And your worst healthcare experience.#MoralsinBC
In just one sentence, what was the difference?
#MoralsinBC
How do we think about designing for behavior change?
#MoralsinBC
Moral Issues in Designing for Behavior Change
Design for PeopleMad*Pow is a design agency that strives to help people improve their health
and wellness, meet their financial goals, learn and connect.
DIAGNOSISDefine Problem
& Context
PRESCRIPTIONDefine Intervention Strategy
& Outcome Goals
EXECUTIONDesign & Implementation of
System Components
EVALUATIONRandomized Controlled
Experiments
« One-on-one Interviews
« Literature Review
« Client / Public Dataset Analysis
« Observation Studies & Intercepts
« Experience Sampling / Diary Studies
« Problem Definition & Context
Frame
« Priority Audience Identification
« Theory of Change Mapping
« Select & Specify Target Behaviors
« Actor, Action, Artifact, Outcome
map
« COM-B Analysis
« TDF Analysis
« Value Proposition Statement
« Engagement Strategy
« Voice and Tone Definition
« Promotional Campaign Creation
« Intervention & Protocol Content
« Wireframe Flows
« Interface & Interaction Design
« Interaction Rules & Logic
« Aesthetics, Visual Design &
Branding
« Interactive Prototyping
« Interaction Spec & Style Guide
« Full Stack Development
« Playtest & Prototype Testing
« Acceptability & Usability Testing
« Select Intervention Functions
& Available Program Components
« Select Behavior Change
Techniques
« Identify Methods of Delivery
« Intervention Design Workshop
« Define Outcome Measurements
« Intervention Design Strategy
« Develop Logic Model
« System & Journey Map/Modeling
« Core Loop Definition
« Design Concept Generation
« Concept Testing & Refinement
« Develop Operational Launch Plan
« Design & Implement Evaluation
Plan
« RCT, A/B, Factorial or other Testing
« Post-Test Dataset Analysis
« Predictive Modeling
« Focus Group
« Ethnographic Research
« Synthesis & Reporting
« Journal Writing & Submissions
B E H A V I O R C H A N G E D E S I G N – M E T H O D O L O G Y
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COM-B System– Michie et. al
B E H A V I O R C H A N G E D E S I G N – T O O L S
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COM-B As Applied to Medication Adherence Factors
CapabilityPhysical and psychological capacity to engage in the behavior
MotivationAll brain processes that energize and direct behavior toward goals
OpportunityAll factors lying outside the person that make performing the behavior possible or prompt it
Psychological: Capacity to engage in necessary thought processes
Reflective: Evaluations and plans Physical: Physical opportunity provided by the environment
• Comprehension of disease and treatment• Cognitive functioning (e.g. memory,
capacity for judgment, thinking)• Executive function (e.g. capacity to plan)
• Perception of illness (e.g. cause, chronic vs. acute, etc.)• Beliefs about treatment (e.g. necessity,
efficacy, concerns about adverse events, general aversion to taking medication)•Outcome expectancies• Self-efficacy
• Cost• Access (e.g. availability of medication)• Physical characteristics of medicine (e.g.
taste, smell, size, shape, method of administration)• Regimen complexity
Physical: Capacity to engage in necessary physical processes
Automatic: Emotions and impulses arising from associative learning and/or
innate dispositions
Social: Social and cultural milieu that dictates the way we think about things
• Physical capability to adapt to lifestyle changes (e.g. diet or social behaviors)• Dexterity to take medication (e.g. open
bottle, inject, etc.)
• Stimuli or cues for action•Mood state / disorder (e.g. depression or
anxiety)
• Social support• HCP-patient relationship /
communication / autonomy support• Stigma of disease, fear of disclosure• Religious / cultural beliefs
#MoralsinBCTypes of Motivation: Self-Determination Theory
AutonomousControlled
Long-term change happens here!
Sources: Ryan & Deci (2000)Segar & Hall (2011)
Amotivated
I have no desire to do this.
External
Someone told me I have to
do this.
Introjected
I’ve internalized the nagging:
Better do this.
Identified
Doing this will help me achieve
goals I really value.
Integrated
Doing this is part of who I am.
Intrinsic
I love doing this; it feels great!
“I can make my own meaningful choices”
“I am learning, growing, and succeeding.”
“I am part of something bigger than myself. I belong.”
Autonomy
Competence
Relatedness
Motivation
The Levers of Motivation
Ryan, R. M., & Deci, E. L. (2000). Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being. American Psychologist, 55, 68-78.
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What are you challenged with?
#MoralsinBC
Moral Issues in Designing for Behavior Change#MoralsinBC
Amy Bucher, Ph.D.Mad*Pow
[email protected]@amybphd
Raphaela O’Day, Ph.D.Johnson & Johnson Health
and Wellness Solutions [email protected]
Our passion for health led us to found the HxRefactored conference, which is dedicated to exploring how human centered design and technology can improve the quality of health service delivery and digital experiences, and help us all achieve better health. Founded eight years ago, the conference attracts more than 500 executives, innovators, practitioners, entrepreneurs, and clinicians.
Health Experience Design Conference
H x R E F A C T O R E D 2 0 1 7