Design Psychology: Motivate Your User

1,734 views
1,599 views

Published on

Intelligent.ly class with behavioral psychologist, Amy Bucher. Learn how to apply principles of self-determination theory to product design, UX and marketing. Learn more from the experts by visiting http://intelligent.ly/learn.

Published in: Design, Technology, Business
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,734
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
49
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide
  • FunctionAllows user to choose own actions and activities (autonomy)Is easy and intuitive to use (competence)Offers a sense of “everything I need” (relatedness)ContentExpresses user’s ability to choose path toward a goal (autonomy)Encourages user, celebrates successes, and proposes doable challenges (competence)Expresses concern and care for the user (relatedness)
  • What does ability really mean? Sometimes it’s truly having the skills, knowledge, or tools; other times, it’s having a resource such as time, patience, or desire.Fogg definition of abilityWillpower
  • Another way to create a sense of ability or competence is through normative feedback—what others like you are doing.Opower launched a normative feedback program for energy consumption. People participating in the program got a neighborhood report showing how much energy others in the area were using. People who participated ended up using significantly less energy than people who didn’t get the comparison report—about 1.4-3.3% less per measurement period. We also use normative feedback a lot with health related behaviors. For example, did you know that most people who successfully quit smoking have failed about 7 times before? Use of positive/hopeful feedback vs. unrealistic or lofty feedback
  • Classic Bobo doll experiments (Bandura, 1963)Bandura and observational learningConcern about society becoming more violent due to increasingly graphic video games
  • Feedback on performance builds competence
  • The granularity of feedback also matters. Ideally, you want to give a few levels of feedback. Here in Guitar Hero, you see both feedback on each individual action, and cumulative feedback on overall performance over the course of the game
  • Used in Europe to reduce messes in men’s restrooms
  • http://nerdapproved.com/misc-weirdness/pee-on-jeff-goldblum/
  • Leveling up
  • Math class—sequencing tasks by difficulty/ability led to more motivation and achievement than a traditional, time-based approach
  • Easiest metaphor to understand autonomy is choose your own adventure
  • Here’s an example from Mindbloom—users can determine at the outset what parts of their well-being they’d like to work on. And they can change their minds at any point in the program.
  • More Mindbloom—calendaring, choice of tasks either from pre-written list, or your own options
  • Pandora
  • Weight Watchers—choice within a system. Also shows how choice can be set at the larger goal level, and then steps to reach the goal not necessarily as much choice
  • Game of Life
  • Kip Williams—research on Ostracism
  • If you use social media, you must engage
  • ElizaAnna at IkeaSiriTimothy Bickmore at Northeastern
  • Amazon—recommends products both based on what you purchased, and on what people like you have bought
  • Design needs to respond to users, too. When a user does something with the mouse, the site should respond to that.
  • Autonomy varies the most, especially with respect to the extent that others are included in the sense of self
  • http://phiez.blogspot.com/2011/05/feeling-like-failure.htmlDon’t connect people’s identities to their task performance.
  • Design Psychology: Motivate Your User

    1. 1. Design Psychology:Motivate Your UserAMY BUCHER, Ph.D.amy.bucher@gmail.com
    2. 2. • Psychology & motivation• Fogg behavior model• Self-determination theory– Competence– Autonomy– Relatedness• Additional considerationsAmy Bucher, Ph.D. (amy.bucher@gmail.com)Agenda
    3. 3. Amy Bucher, Ph.D. (amy.bucher@gmail.com)“It’s  not  that  I’m  lazy,  it’s  that  I  just  don’t  care.”
    4. 4. Amy Bucher, Ph.D. (amy.bucher@gmail.com)Types of Motivation: Self Determination TheoryAutonomousControlledAdapted from Segar & Hall (2011) Source: Ryan & Deci (2000)
    5. 5. Amy Bucher, Ph.D. (amy.bucher@gmail.com)Types of Motivation: Self Determination TheoryAutonomousControlledMore  likely  to  engage  in  and  sustain  behavior  changeAdapted from Segar & Hall (2011) Source: Ryan & Deci (2000)
    6. 6. Amy Bucher, Ph.D. (amy.bucher@gmail.com)FOGG  BEHAVIOR  MODEL
    7. 7. Amy Bucher, Ph.D. (amy.bucher@gmail.com)Know Before You Go
    8. 8. Amy Bucher, Ph.D. (amy.bucher@gmail.com)GREENDo a newbehaviorBLUEDo a familiarbehaviorPURPLEIncreaseduration orintensityGRAYDecrease abehavior onetimeBLACKStop doing abehaviorDotBehavior is doneat one timeGREEN  DOTDo a newbehavior onetimeBLUE  DOTDo a familiarbehavior onetimePURPLE  DOTIncrease abehavior onetimeGRAY  DOTDecrease abehavior onetimeBLACK  DOTStop doing abehavior onetimeSpanBehavior has adurationGREEN  SPANDo a newbehavior for aspanBLUE  SPANDo a familiarbehavior for aspanPURPLE  SPANIncrease abehavior for aspanGRAY  SPANDecrease abehavior for aspanBLACK  SPANStop doing abehavior for aspanPathBehavior is donefrom now onGREEN  PATHDo a newbehavior fromnow onBLUE  PATHDo a familiarbehavior fromnow onPURPLE  PATHIncrease abehavior fromnow onGRAY  PATHDecrease abehavior fromnow onBLACK  PATHStop doing abehavior fromnow onFogg Behavior Grid
    9. 9. Amy Bucher, Ph.D. (amy.bucher@gmail.com)Fogg Behavior Model
    10. 10. Amy Bucher, Ph.D. (amy.bucher@gmail.com)What does thisexplain really well?
    11. 11. Amy Bucher, Ph.D. (amy.bucher@gmail.com)What does thisexplain really well?
    12. 12. Amy Bucher, Ph.D. (amy.bucher@gmail.com)SELF-­‐DETERMINATION  THEORY
    13. 13. Amy Bucher, Ph.D. (amy.bucher@gmail.com)Self-EfficacySocialLearningHierarchy ofNeeds
    14. 14. Amy Bucher, Ph.D. (amy.bucher@gmail.com)Self-Determination Theory (SDT):Antecedents of MotivationMotivation
    15. 15. Amy Bucher, Ph.D. (amy.bucher@gmail.com)Application of SDTAdapted from Scott Rigby
    16. 16. Amy Bucher, Ph.D. (amy.bucher@gmail.com)How vs.What
    17. 17. Help people feel they have controlAmy Bucher, Ph.D. (amy.bucher@gmail.com)PERCEIVED  AUTONOMY
    18. 18. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
    19. 19. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
    20. 20. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
    21. 21. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
    22. 22. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
    23. 23. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
    24. 24. Pandora.comAmy Bucher, Ph.D. (amy.bucher@gmail.com)
    25. 25. WeightWatchersAmy Bucher, Ph.D. (amy.bucher@gmail.com)Lunch BuilderCheat Sheet
    26. 26. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
    27. 27. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
    28. 28. Constrained Choice
    29. 29. Amy Bucher, Ph.D. (amy.bucher@gmail.com)PERCEIVED  COMPETENCE
    30. 30. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
    31. 31. Opower.com1.4 – 3.3% energy use reduction per household (Alcott, 2011)Amy Bucher, Ph.D. (amy.bucher@gmail.com)
    32. 32. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
    33. 33. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
    34. 34. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
    35. 35. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
    36. 36. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
    37. 37. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
    38. 38. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
    39. 39. Amy Bucher, Ph.D. (amy.bucher@gmail.com)YelpUntappdFitocracy
    40. 40. Amy Bucher, Ph.D. (amy.bucher@gmail.com)$26Millionin first year11. http://news.starbucks.com/article_display.cfm?article_id=598, retrived October 1, 2012
    41. 41. Amy Bucher, Ph.D. (amy.bucher@gmail.com)J&J Digital Health Scorecard http://www.digitalhealthscorecard.com/?sf7635864=1
    42. 42. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
    43. 43. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
    44. 44. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
    45. 45. Amy Bucher, Ph.D. (amy.bucher@gmail.com)http://duolingo.com/#/effectiveness-study34 Hours of Duolingo 1 University Semester
    46. 46. Amy Bucher, Ph.D. (amy.bucher@gmail.com)PERCEIVED  RELATEDNESS
    47. 47. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
    48. 48. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
    49. 49. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
    50. 50. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
    51. 51. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
    52. 52. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
    53. 53. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
    54. 54. Amy Bucher, Ph.D. (amy.bucher@gmail.com)Weizenbaum, J. (1966). ELIZA—A computer program for the study of naturallanguage communication between man and machine. Communications of theACM, 9(1), 36-45.ELIZA
    55. 55. Human: My boyfriend made me come here.Amy Bucher, Ph.D. (amy.bucher@gmail.com)Weizenbaum, J. (1966). ELIZA—A computer program for the study of naturallanguage communication between man and machine. Communications of theACM, 9(1), 36-45.ELIZA
    56. 56. Human: My boyfriend made me come here.ELIZA: Your boyfriend made you come here?Amy Bucher, Ph.D. (amy.bucher@gmail.com)Weizenbaum, J. (1966). ELIZA—A computer program for the study of naturallanguage communication between man and machine. Communications of theACM, 9(1), 36-45.ELIZA
    57. 57. Human: My boyfriend made me come here.ELIZA: Your boyfriend made you come here?Human: He says I’m depressed.Amy Bucher, Ph.D. (amy.bucher@gmail.com)Weizenbaum, J. (1966). ELIZA—A computer program for the study of naturallanguage communication between man and machine. Communications of theACM, 9(1), 36-45.ELIZA
    58. 58. Human: My boyfriend made me come here.ELIZA: Your boyfriend made you come here?Human: He says I’m depressed.ELIZA: I’m sorry to hear you are depressed.Amy Bucher, Ph.D. (amy.bucher@gmail.com)Weizenbaum, J. (1966). ELIZA—A computer program for the study of naturallanguage communication between man and machine. Communications of theACM, 9(1), 36-45.ELIZA
    59. 59. Human: My boyfriend made me come here.ELIZA: Your boyfriend made you come here?Human: He says I’m depressed.ELIZA: I’m sorry to hear you are depressed.Human: It’s true. I’m unhappy.Amy Bucher, Ph.D. (amy.bucher@gmail.com)Weizenbaum, J. (1966). ELIZA—A computer program for the study of naturallanguage communication between man and machine. Communications of theACM, 9(1), 36-45.ELIZA
    60. 60. Human: My boyfriend made me come here.ELIZA: Your boyfriend made you come here?Human: He says I’m depressed.ELIZA: I’m sorry to hear you are depressed.Human: It’s true. I’m unhappy.ELIZA: Do you think talking to me will help you not beunhappy?Amy Bucher, Ph.D. (amy.bucher@gmail.com)Weizenbaum, J. (1966). ELIZA—A computer program for the study of naturallanguage communication between man and machine. Communications of theACM, 9(1), 36-45.ELIZA
    61. 61. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
    62. 62. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
    63. 63. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
    64. 64. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
    65. 65. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
    66. 66. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
    67. 67. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
    68. 68. Amy Bucher, Ph.D. (amy.bucher@gmail.com)ALSO  CONSIDER  .  .  .
    69. 69. The basic principles of Self-Determination Theoryoperate universally . . .Withsome unique cultural twistsAmy Bucher, Ph.D. (amy.bucher@gmail.com)
    70. 70. Failure is learning.Make it safe.Amy Bucher, Ph.D. (amy.bucher@gmail.com)
    71. 71. Beautiful Design Matters!Despite the success of Pong,
    72. 72. Amy Bucher, Ph.D. (amy.bucher@gmail.com)Glued to Games, by Scott Rigby and Richard Ryanselfdeterminationtheory.org > links toacademic papers, researchStanford University PersuasiveTechnology Lab (http://captology.stanford.edu/)I also like:•Influence: The Psychology of Persuasion, by Robert Cialdini•Willpower, by Roy Baumeister and John Tierney•The Power of Habit: Why We Do What We Do in Life and inBusiness, by Charles DuhiggFrom this presentation:Additional Resources
    73. 73. Course TitleCourse TitleINSTRUCTOR NAME

    ×