Designing the behavior change

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Designing the behavior change

  1. 1. Designing the Behavior Change frog design internal presentation October, 22nd 2010
  2. 2. Since September 19th, 2010 Workouts: 13 Duration: 10:01:24 Km: 109.21 Average pace: 5’30”/km Calories burned: 9956 2
  3. 3. The equivalent of 18.43 Big Macs². Designing the Behavior Change Internal Presentation © 2010 frog design. confidential & proprietary. 3
  4. 4. Since September 19th, 2010 My farthest run: 12.280 km My fastest mile: 8’10” My fastest 5 km: 26’09” My fastest 10 km: 53’26” The day I run must is: Thursday 4
  5. 5. 5
  6. 6. 1. Record runs 2.Gather feedback 3.Change behavior
  7. 7. Why does this matter?
  8. 8. Aging population By 2050, there will be more than 2 billion people aged 60 or over³.
  9. 9. Growing incidence of chronic diseases Nearly 50% of US population by 2030⁴.
  10. 10. Growing costs of healthcare 2.300 billion dollars a year in the US only⁵.
  11. 11. Healthcare needs to be reframed.
  12. 12. Hugh Dubberly, Reframing Health⁶ Traditional Emerging healthcare frame self-management frame Scope Relieve acute conditions now. Maintain well-being over a lifetime. Approach Intervention; treatment Prevention; healthy living Expert directed Self-management Apply standards of care Measure, assess, and adjust; iterate Lengthy regulatory pre-approval Learn and adapt as you go Subject Symptoms and test results Whole person, seen in context Response Prescribe medication Improve behavior, environment Relies on Medical establishment Individuals, family and friends Social networks, others like me HCP as Authority, expert Coach, assistant Dispensing knowledge Learning from patients Patient as Helpless, childlike Responsible adult Taking orders Setting goals; testing hunches Relationship Asymmetric, one way Symmetric, reciprocal Command and control Discussion and collaboration Records HCP’s notes of visit Patient’s notes, data from sensors Sporadic Continuously collected Dispersed between o ces Connected; aggregated Managed by HCP Controlled by patient Designing the Behavior Change Internal Presentation © 2010 frog design. confidential & proprietary.
  13. 13. Proteus, Ingestible Event Markers (IEMs)
  14. 14. Dexcom, Seven+ Adidas, micoach Designing the Behavior Change Internal Presentation © 2010 frog design. confidential & proprietary. 15
  15. 15. Fitbit, fitbit tracker Adidas, micoach 16
  16. 16. Philips, micoach Adidas, directlife Designing the Behavior Change Internal Presentation © 2010 frog design. confidential & proprietary. 17
  17. 17. Adidas, micoach Designing the Behavior Change Internal Presentation © 2010 frog design. confidential & proprietary. 18
  18. 18. Yamaha, Bodibeat Designing the Behavior Change Internal Presentation © 2010 frog design. confidential & proprietary. 19
  19. 19. Zeo sleepcoach
  20. 20. record process me feedback data sharing family & friends social networks specialized communities upcoming traditional government HCPs HCPs end-users HCPs institutions Designing the Behavior Change Internal Presentation © 2010 frog design. confidential & proprietary. 21
  21. 21. record behavior process change me feedback support data sharing family & friends social networks specialized communities upcoming traditional government HCPs HCPs end-users HCPs institutions Designing the Behavior Change Internal Presentation © 2010 frog design. confidential & proprietary. 22
  22. 22. Behavior can change in 15 ways.
  23. 23. BJ Fogg, Behavior Grid⁷ Designing the Behavior Change Internal Presentation © 2010 frog design. confidential & proprietary. 24
  24. 24. BJ Fogg, 2010 “Put hot triggers in the path of motivated people.”
  25. 25. BJ Fogg, Behavior Model⁸ Trigger High Core motivators pleasure/pain hope/fear social acceptance/rejection ior h av be et Motivation a rg t rm e rfo p to ss li ne e g lik in as re inc Simplicity factors time, money, physical e ort, brain cycles, Low social deviance, non routine Low High Ability Designing the Behavior Change Internal Presentation © 2010 frog design. confidential & proprietary. 26
  26. 26. BJ Fogg, Behavior Model⁸ Trigger (signal) High Core motivators pleasure/pain hope/fear social acceptance/rejection Wake-up Motivation Simplicity factors time, money, physical e ort, brain cycles, Low social deviance, non routine Low High Ability Designing the Behavior Change Internal Presentation © 2010 frog design. confidential & proprietary. 27
  27. 27. BJ Fogg, Behavior Model⁸ Trigger (facilitator) High Core motivators pleasure/pain hope/fear social acceptance/rejection Accept an invitation Motivation on Linked-in Simplicity factors time, money, physical e ort, brain cycles, Low social deviance, non routine Low High Ability Designing the Behavior Change Internal Presentation © 2010 frog design. confidential & proprietary. 28
  28. 28. BJ Fogg, Behavior Model⁸ Trigger (spark) High Core motivators pleasure/pain hope/fear social acceptance/rejection Motivation Run faster Simplicity factors time, money, physical e ort, brain cycles, Low social deviance, non routine Low High Ability Designing the Behavior Change Internal Presentation © 2010 frog design. confidential & proprietary. 29
  29. 29. Motivating people is hard.
  30. 30. BJ Fogg, Behavior Model⁸ Pleasure/Pain Hope/Fear Social acceptance/ rejection Designing the Behavior Change Internal Presentation © 2010 frog design. confidential & proprietary. 31
  31. 31. Nike, Nike+ Challenge
  32. 32. Mint.com, Spendspace
  33. 33. Need motivation Self-motivated Triggers come External Cues from Internal Cues From somebody I change From a stranger I care my behavior for Individualist “You should lose “Dad, you should lose Me “I must lose weight.” weight.” weight.” “You should lose “Dad, you should lose “I must lose weight. I Somebody I care weight. You owe it to weight. You owe it to owe it to my children.” your children.” me.” “You should lose “Dad, you should lose “I must lose weight. I Everybody weight. You owe it to weight. You owe it to owe it to the others.” the others.” the others.” Altruistic Designing the Behavior Change Internal Presentation © 2010 frog design. confidential & proprietary. 34
  34. 34. Motivating people a ected by a disease can be much harder.
  35. 35. HopeLab, Re-Mission
  36. 36. HopeLab, Re-Mission
  37. 37. Bayer, Didget Designing the Behavior Change Internal Presentation © 2010 frog design. confidential & proprietary. 38
  38. 38. What if we turned our lives into a game? (and maybe set its rules)
  39. 39. Nintendo, Wii-fit
  40. 40. Ubisoft, YourShape
  41. 41. Ubisoft, YourShape (Kinect)
  42. 42. Runkeeper Designing the Behavior Change Internal Presentation © 2010 frog design. confidential & proprietary. 43
  43. 43. Healthmonth
  44. 44. Games explaining reality Real-life games Designing the Behavior Change Internal Presentation © 2010 frog design. confidential & proprietary.
  45. 45. Well designed games are fun to play because they keep us in the flow.
  46. 46. Mihaly Csikszentmihalyi, Flow Objective High Frustrating experience. anxiety Challenge Boring experience. Ideal experience. boredom Low Low Skills/Time High Designing the Behavior Change Internal Presentation © 2010 frog design. confidential & proprietary. 47
  47. 47. Jesse Schell, 2010 Objective “A very last e ort: run 20 km in the “I wanna lose High next 7 days AND give up on all the fried AND sweet food” 5 10kg in 3 months” anxiety “It’s time to go back to work again! What about running 15 km in the next 7 days AND give up on all the fried 3 Challenge “Great! You can now rest for the food?” whole weekend and eat whatever 4 you want as long as you don’t exceed 2000 daily kcal” “Run 10 km in the next 7 days” 1 boredom 2 “Well done! Choose how to train for the rest of the week as long as you burn at least 500 Kcal” Low Low Skills/Time High Designing the Behavior Change Internal Presentation © 2010 frog design. confidential & proprietary. 48
  48. 48. 1. Running can be fun. 2. Awareness and behavior change can make us healthier. 3. Getting motivated is hard. 4. Games motivate us because they keep us in the flow.
  49. 49. Questions?
  50. 50. @giorgiobaresi #gamification giorgio.baresi@frogdesign.com Designing the Behavior Change Internal Presentation © 2010 frog design. confidential & proprietary. 51
  51. 51. Sources 1. Cover image: http://www.flickr.com/photos/kk/133689335/ 2. Source: http://en.wikipedia.org/wiki/Big_Mac 3. Source: http://visualization.geblogs.com/visualization/aging/ 4. Source: http://www.fightchronicdisease.org/pdfs/ChronicDiseaseFactSheet.pdf 5. Source: http://bit.ly/bDy358 6. Source: http://www.dubberly.com/articles/reframing-health.html 7. Source: http://behaviorgrid.org/ 8. Source: http://behaviormodel.org/ Designing the Behavior Change Internal Presentation © 2010 frog design. confidential & proprietary. 52

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