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Motivation by Design: Technologies, Experiences, and Incentives

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Invited presentation at Citizen Cyberscience Summit 2012 on the topic of designing citizen science technologies and experiences to motivate contribution.

Invited presentation at Citizen Cyberscience Summit 2012 on the topic of designing citizen science technologies and experiences to motivate contribution.

Published in: Technology, Business

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  • 1. Motivation by Design: Technologies, Experiences, and Incentives Andrea Wiggins 16 February, 2012 Citizen Cyberscience Summit
  • 2. Personal Interests • More than just motivation • Motivations • Intrinsic (altruism) • Extrinsic (money) • Personal Values (domain, science) • Individual Goals (contributing) http://www.flickr.com/photos/verbeeldingskr8/4875710270/
  • 3. • Scientific and personal interests must converge by design • Influences almost every part of science and participation • Promoting satisfaction & commitment • Job design: autonomy, role expansion, etc. • Incentives: material and symbolic rewards Alignment of Interests http://www.flickr.com/photos/freefoto/5982549938/
  • 4. Which Came First? • Science-first design • Tech focuses on data entry • Experiences focus on simplified science • Citizen-first design • Tech focuses on ease of use • Experience adapts existing leisure practices • Self-rewarded & socially rewarded http://www.flickr.com/photos/hammer51012/495218105/
  • 5. Survey Says... (n=65) • None:23% • Public acknowledgement: 55% • Volunteer appreciation events: 31% • Free equipment/supplies/ training: 26% • Promo items: 18% • Certificate: 12% • Top contributor listings: 9% • Personal performance ratings: 8% • Co-authorship: 8% • Role advancement: 6% • Editor/moderator privileges: 2% • Naming privileges: 2%
  • 6. Data Entry is Dull • Practically everyone hates data entry • Major hurdle for participation • Limits who participates • More steps = lower return • Usability is paramount • Make it easy & worthwhile http://www.flickr.com/photos/crownjewel82/2892965663/
  • 7. Games People Play • “Gamification” of science • Games for data collection & processing • Games people already play • Pervasive and mobile participation • Costs are always higher than expected http://www.flickr.com/photos/jontintinjordan/2788526030/
  • 8. Implications for Design • Who will participate? • Why will they participate? • How will they be rewarded? • How can experiences be expanded? http://www.flickr.com/photos/andymangold/4335799638/
  • 9. Take-Aways • Up-front in-depth consideration of audience and alignment of interests • Technologies make rewarding people easier, and good design is not optional • Design experiences to offer satisfying opportunities for individual development, social interaction, & deeper engagement http://www.flickr.com/photos/skipnclick/2945026921/
  • 10. Thanks! • Case Study Projects: eBird, Great Sunflower Project, & Mountain Watch • Collaborators: Kevin Crowston and many others • U.S. NSF Grants 09-43049 & 11-11107 http://citsci.syr.edu http://www.andreawiggins.com