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Designing for Behaviour Change
Designing for Behaviour Change
Designing for Behaviour Change
Designing for Behaviour Change
Designing for Behaviour Change
Designing for Behaviour Change
Designing for Behaviour Change
Designing for Behaviour Change
Designing for Behaviour Change
Designing for Behaviour Change
Designing for Behaviour Change
Designing for Behaviour Change
Designing for Behaviour Change
Designing for Behaviour Change
Designing for Behaviour Change
Designing for Behaviour Change
Designing for Behaviour Change
Designing for Behaviour Change
Designing for Behaviour Change
Designing for Behaviour Change
Designing for Behaviour Change
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Designing for Behaviour Change

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Dr Anne Hsu's presentation on Behavioural Design to the London Gamifiers Meetup (http://www.meetup.com/gamifiers)

Dr Anne Hsu's presentation on Behavioural Design to the London Gamifiers Meetup (http://www.meetup.com/gamifiers)

Published in: Education, Technology
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  • Note the comments on slides 23 & 24 – students are not expected to be able to read the detail on the diagrams on these slides
  • Note the comments on slides 23 & 24 – students are not expected to be able to read the detail on the diagrams on these slides
  • Start writing Check email Check Facebook Call a friend Go for a walk Do nothing
  • Possible rewards are joy, pleasurable sensations, good feeling, calm Typical costs: effort, pain, discomfort, negative feelings,
  • Start writing Check email Check Facebook Call a friend Go for a walk Do nothing
  • Start writing Check email Check Facebook Call a friend Go for a walk Do nothing
  • Note the comments on slides 23 & 24 – students are not expected to be able to read the detail on the diagrams on these slides
  • Transcript

    • 1. Designing for Behaviour Change Dr. Anne Hsu School of Electronic Engineering and Computer Science Queen Mary University of London
    • 2. Fundamental Law of Behaviour
    • 3. 3 We really just want two things
    • 4. 4 More good feelings = rewards
    • 5. 5 Fewer bad feelings = costs
    • 6. 6 Most actions are choices (conscious or not) Nothing …
    • 7. 7 action choice value = rewards - costs
    • 8. 8 Most actions are choices (conscious or not) Nothing … +10 +5 +5 +3-3-5
    • 9. 9 Most actions are choices (conscious or not) Nothing … +10 +5 +5 +3-3-5
    • 10. 10 Law of Behavioural Choice • Actions with higher values are chosen • Values change over time and context • Immediate rewards and costs dominate value of action = rewards - costs
    • 11. 11 Costs: Effort Pain Discomfort Bad emotions Embarrassment Rewards: Recognition Pleasure Comfort Good emotions Internal rewards and costs
    • 12. 12 To increase a behaviour • Increase rewards • Decrease costs
    • 13. 13 Fogg's behaviour design model Rewards-Cost Reducing cost of effort Call to action Fogg, http:behaviormodel.org
    • 14. 14 Designing for needs and motivation Maslow's Hierarchy Physiology (hunger, thirst, sleep, etc.) Safety/Security/Shelter/Health Belongingness/Love/Friendship Self-esteem/Recognition/Achievement Self actualization
    • 15. 15 Self Determination Theory (Deci) Mastery Autonomy Connection Used in game design Designing for needs and motivation
    • 16. 16 Behavioural Design Considerations What is the motivational context of my technology? -Rewards and Costs • Life context • Technology context • Different users (segmentation) • As a function of time
    • 17. 17 Example: Travel site Possible Rewards: -Good deals -Exploration/adventure -Connection to friends and family -Reconnect to self Possible idea for enhancing rewards:
    • 18. 18 Example: Travel site Possible Rewards: -Good deals -Exploration/adventure -Connection to friends and family -Reconnect to self Possible idea for enhancing rewards: -Connect automatically to photo album, or trip-diary?
    • 19. 19 Example: Travel site Possible Rewards: -Good deals -Exploration/adventure -Connection to friends and family -Reconnect to self Possible idea for enhancing reward: -Connect automatically to photo album, or trip-diary? User testing very important!
    • 20. 20 -Clarity and simplicity of user actions -Incremental steps in behaviour -Onboarding in game design Minimize effort
    • 21. Contact info: Anne Hsu anne.hsu@eecs.qmul.ac.uk

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