Often, people do not interact with your product the way in which you planned, and you need to figure out some effective ways of persuading them to perform a particular action. This becomes especially significant when your product supposes to change health behavior or help people form new habits.
Games can create powerful experiences, leveraging both motivation and engagement. In this presentation, I share the story of how to apply persuasive strategies and gamification methods to build a product that tackles users’ health behavior.
I talk about the psychological perspective that drives behavior change and how to combine design and psychology principles to change users’ behavior and influence the habit-forming processes.
Presented at UXPA 2018 in Puerto Rico.
http://uxpa2018.org/sessions/changing-users-health-behavior-through-design/
10. #UXPA2018@anatinge
Anna Iurchenko
@anatinge
Lead UX Designer at Stanfy
(Intellectsoft Group)
Design Mentor at Alchemist and
The Refiners accelerators
Four years working in design for
health and wellness products (4+
million users)
41. #UXPA2018@anatinge
TIME - how long it takes to complete an action.
MONEY - the cost of taking an action.
PHYSICAL EFFORT - the amount of labor involved.
BRAIN CYCLES - mental efforts and focus required.
SOCIAL DEVIANCE - acceptance of the behavior by others.
NON ROUTINE - matching or disrupting existing routines.
Elements of simplicity
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Don’t mind taking medications
I have an obligation to take
good care of this kidney
I do not have any influence on things going wrong; I will
do the best I can.
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I do not feel sick; not everybody knows I have a kidney
transplant. I want to do things without thinking about my
disease.
Negative towards medications
This kidney is from my mum and that is special to me,
but I am not extra careful with my kidney because it is
from my mum.
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Questions to ask:
How can we measure behavior?
What activity correlates with behavior? How can we motivate it?
Which users are more successful in creating new behavior?
What design strategies have the biggest impact on behavior
metrics?
What elements of design facilitate more frequent usage?
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behavior change design strategies
1. Build emotional connection.
2. Educate and become a companion.
3. Set achievable goals to build confidence and skills.
4. Celebrate progress/success.
5. Show value early on.
6. Use social influence.