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Rao bc2013

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Rao bc2013

  1. 1. FEAR AND DELIGHT on the use of behavior change strategies in mobile applications
  2. 2. write me here: v@playfulpandas.org Playful Pandas Valentina Rao or here: @playfulpanda1
  3. 3. Why do you need behavior change?
  4. 4. engage users with your app
  5. 5. Target one behavior (exercise, lose weight, make people cook more )
  6. 6. Why are the two (engagement and behavior change) different?
  7. 7. Emotional connection with an experience
  8. 8. target behavior
  9. 9. Digression: is Persuasion Evil? B. J. Fogg
  10. 10. coercion and deception
  11. 11. Unlike old media
  12. 12. persuasive design for interactive media is more effective when straightforward
  13. 13. Jesse Schell “Hafta” versus “Wanna”
  14. 14. Create Engagement
  15. 15. Seductive design Stephen Anderson “Seduction is the process of deliberately enticing a person to engage in some sort of behavior frequently sexual in nature”
  16. 16. fun unpredictable stimulating mysterious lets people express themselves
  17. 17. Seductiveness = Usability /
  18. 18. Delight
  19. 19. ENCHANTMENT 1. a feeling of great pleasure; delight."the enchantment of the mountains" 2. synonyms: 3. magic, witchcraft, sorcery, wizardry, necromancy; Morecharms, spells, incantations, mojo; rarethaumaturgy "a race of giants skilled in enchantment" 4. allure, delight, charm, beauty, attractiveness, appeal, fascinati on, irresistibility, magnetism, pull, draw, lure "the enchantment of the garden by moonlight" 5. bliss, ecstasy, heaven, rapture, joy "being with him was sheer enchantment" 2. the state of being under a spell; magic."a world of mystery and enchantment" Guy Kawasaki
  20. 20. Stephen Anderson “Apply Yourself” “Sugar Coating” “Mastery”
  21. 21. Sebastian Deterding Goals + Rules= Interesting Challenges + Feedback= EXPERIENCE OF COMPETENCE
  22. 22. give things (experiences) for free delight and enchantment ways to mastery
  23. 23. (Target Behavior )
  24. 24. competition via tracking, incentives
  25. 25. Two levels of persuasion: behavior support and use support
  26. 26. seamless integration
  27. 27. use = behavior
  28. 28. Where are the triggers?
  29. 29. Computers as actors (and tools, and media)
  30. 30. Cialdini
  31. 31. Persuasion strategies
  32. 32. To conclude....
  33. 33. References
  34. 34. Thank you for listening! Questions? v@playfulpandas.org Twitter:@Playfulpanda1

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