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Behavior and engagement



Presentation about behavior and engagement taking information learned from presentation by B.J. Fogg, and Nicole Lazzaro at Adaptive Path's UX Week 2010

Presentation about behavior and engagement taking information learned from presentation by B.J. Fogg, and Nicole Lazzaro at Adaptive Path's UX Week 2010



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  • As Always, Please click on the 'Speaker Notes...' Tab to view some of the taking points that went with these slides when they were presented live.

    Also, if your looking for more information, you can go to www.bit.ly/purplepath to request a copy of B.J. Foggs Purple Path Behavior document, or http://www.sitemotif.com/blog/?p=862 to watch a video of Nicole Lazzaro
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  • Behavior is about what we do. It’s our habits, our rituals, our mental shortcuts that get us through the day. Behavior is about actions and patterns. Its what we do.Kid - “Hum, this big orange ball looks cool “ Kids bigger brother – “Mom said NO! get up!”
  • Engagement is about interest. It is about our attention, and our focus at a given time, and across a period of time.
  • In order to get a user to commit to using a new software, or change how they use a current piece of technology, you fist have to initiate behavior change and then engage the user.
  • Why learn about behavior change? Because just like quitting something cold turkey never works, unless there is some ground breaking moment of enlightenment, behavior change is a process that requires baby steps.
  • And even if we know how to preform basic behaviors, without positive engagement, motivation and ability, the activity will not be one we stick to, or if force to do it, we will grow to hate the activity.
  • To instigate behavior change, you have to identify what type of behavior change you are trying to achieve, for how long, and how you will trigger the change
  • 3 Spans Of Behaviors:Single Instance BehaviorBehavior For A Specific DurationPermanent Behavior Change
  • 5 Types Of Behaviors:Starting a New BehaviorRestarting a Familiar BehaviorIncreasing and Existing BehaviorReducing and Existing BehaviorStopping a Behavior
  • Example a new behavior that will be a lasting behavior. Learning to Walk.
  • Example a familiar behavior that will only last for a certain duration. Picking your nose phase.
  • Example a existing behavior that should stop forever. Dog chewing on owners shoes.
  • Behavior Change Requires: Triggering the behaviorAbility to perform the taskMotivation to perform the task
  • Hot triggers, are change agents because they can immediately trigger a behavior at the optimal point between ability, and motivation
  • Motivators:Pleasure/PainHope/FearAcceptance/Rejection
  • Ability: TimeMoneyEffortBrain CyclesSocial DevianceNon-Routine
  • Once you know what type of behavior you are trying to start, change or stop, then you have to setup baby steps leading to that behavior incrementally.
  • There are 4 types of positive engagementHardEasySocialSerious
  • Hard engagement is about mastery, challenge and accomplishment.
  • Easy engagement is about curiosity, and simple enjoyment.
  • Social engagement is about bonding and connections.
  • Serious Engagement is about personal motivators and goals.
  • The most powerful engagement evolves at least 3 of the 4 types of positive engagement.
  • 3 Durations of BehaviorOnceRepeatedlyIndefinitely5 Types of BehaviorNewExistingEnhancedStoppedReduced4 Types of EngagementHardEasySocialSerious
  • Figure out the type of behavior change.How long should this behavior lastForm steps toward the goal behaviorMotivate and engage to enforce the behavior.

Behavior and engagement Behavior and engagement Presentation Transcript

  • Behavior and Engagement
    Lauren Martin
  • Attribution & Direct References
    All photography used in this presentation was taken from flicker, individual attribution is in the bottom right hand corner of each photo.
    Behavior information was based on a presentation and additional information by B.J. Fogg at UX Week by Adaptive Path.
    Engagement information was based on a presentation and additional information by Nicole Lazzaro at UX Week by Adaptive Path.
  • Mom said NO!
    What’s this??!
     © Calliope1
  • Ahhhhhhhhhhh
     © Calliope1
  • YIPEE!
     © Scott Butner
  • I hope they figure this out…
    I’m just like a bigduck now!
     © gerry balding
     © f1uffster (Jeanie)
  • Behavior
  • What exactly are you trying to do here?
     © dominiqueb
  • 3 Spans Of Behaviors:
    • Single Instance Behavior
    • Behavior For A Specific Duration
    • Permanent Behavior Change
     © katypearce
  • 5 Types Of Behaviors:
    • Starting a New Behavior
    • Restarting a Familiar Behavior
    • Increasing and Existing Behavior
    • Reducing and Existing Behavior
    • Stopping a Behavior
     © MeganMorris
  • I’m starting a new, permanent behavior.
     © San Diego Shooter
  • I’m continuing a familiar behavior, but it’s only a temporary habit.
     © birdtrouble
  • Eventually I will stop doing this forever…. maybe….
     © asleeponasunbeam
  • Behavior Change
  • Behavior Change Requires:
    • Triggering the behavior
    • Ability to perform the task
    • Motivation to perform the task
     © RIPizzo
  • A Hot Trigger initiates behavior change when you have the highest ability and motivation.
     © Ronny Stiffel
  • I think I can, I think I can…
     © Peter J Dean
  • Maybe I should have started with something easier…
    • Time
    • Money
    • Effort
    • Brain Cycles
    • Social Deviance
    • Non-Routine
     © Peter J Dean
  • Step 1. Sit in a chair
    Step 2. Hold book Step 3. look at book
    ….ahhh, so that’s how it’s done!
     © Laser Burners
  • Engagement
  • 4 Types Of Positive Engagement
    • Hard
    • Easy
    • Social
    • Serious
     © Chevysmom
  • I have climbed for days, and now…I am King of the Mountain!
    … who need tickets to the gun show!?
     © Katiekills
  • What happens when I crawl in here???
     © james_michael_hill
  • I am a Ping Pong Rockstar!
    Crane Kick!
     © F8th
  • I’m not just a cute smile… I’m gonna be the next President!
     © pixelrobber
  • Run a Triathlon ü
    Personal Best Time ü
    Win with my Friends ü
     © KevinSaunders
  • Summary
  • 3 Durations of Behavior
    • Once
    • Repeatedly
    • Indefinitely
    5 Types of Behavior
    • New
    • Existing
    • Enhanced
    • Stopped
    • Reduced
    4 Types of Engagement
    • Hard
    • Easy
    • Social
    • Serious
     © Images by John 'K'
  • Figure out the type of behavior change.
    Decide how long the behavior should last.
    Plan babysteps to improve ability.
    Motivate and engage to change and enforce.
    Trigger the change.
     © Michael Ransburg
  • Web examples
  • Behavior: Learn a new language
    Duration: Until courses are complete
    Motivation: Hope, Pleasure
    Engagement: Serious, Hard, Social
    Triggers: Review, comment & progress alerts
  • Behavior: Social Networking
    Duration: Indefinite
    Motivation: Pleasure, Acceptance
    Engagement: Easy, Social, Serious
    Triggers: Alerts, Tagging, Messaging, Feed Wall
  • Behavior: Money Management
    Duration: Indefinite
    Motivation: Fear, Pain, Hope
    Engagement: Serious, Hard, Easy
    Triggers: Bill Alerts, Syncing, Notifications