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Using mobile to change behavior v3

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Using mobile to change behavior v3

  1. 1. Changing Behavior using Mobile<br />By Loreanne Garcia<br />June 2010<br />
  2. 2. Change behavior through simplicity, motivation and triggers<br />Simplicity<br />Motivation<br />(+fun)<br />Triggers<br />Cool<br />Reduce barriers<br />Prompt repeat action<br />Social Acceptance<br />Pleasure<br />Source: (1) The BJ Fogg Behavior Model<br /> (II) Conversation with Professor Jennifer Aaker<br />
  3. 3. Mobile Technology has a unique position to persuade<br /><ul><li>People already use it, some services are almost inexpensive and its instant
  4. 4. It can persuade at the right time, at the right place
  5. 5. You can take advantage of “down time”</li></ul>Source: “Text Messaging as a Tool for Behavior Change in Disease Prevention and Management” Heather Cole-Lewis; Trace Kershaw<br />
  6. 6. Mobile technology is being used to increase participation<br />
  7. 7. Mobile technology is also being used to change behavior<br />
  8. 8. …. but changing behavior through mobile is not as simple as it looks<br />
  9. 9. Test: Using mobile to reduce online/offline barrier to engagement<br />“I’ll go if you go” pilot<br /><ul><li>Highly motivated user: “Brides to Be”
  10. 10. Target smsasking fifteen users to go the gym three times in one week
  11. 11. Pilot failed: friends too busy, bad timing</li></li></ul><li>What did I learn?<br />
  12. 12. Change behavior through simplicity, motivation and triggers<br />Simplicity<br />Motivation<br />(+fun)<br />Triggers<br />Cool<br /><ul><li>Hard to coordinate schedules
  13. 13. Activity required physical effort
  14. 14. Gap between offline and offline experience</li></ul>Social Acceptance<br />Pleasure<br />Source: (1) The BJ Fogg Behavior Model<br /> (II) Conversation with Professor Jennifer Aaker<br />
  15. 15. Social Network and Gaming<br /><ul><li>Look for ways to close the gap between the online experience and the offline action
  16. 16. Design social networks for user-to-user interaction
  17. 17. Target smaller groups to increase participation and leverage social influence
  18. 18. Community, competition, public recognition</li></li></ul><li>Should have designed social networks for user-to-user interaction<br />User-to-Product<br />User-to-User<br />‘Static experience’<br />‘Conversation’<br />
  19. 19. Couple online experience with offline action<br />Online Experience<br />Offline Action<br />Advocate<br />Donate<br />Microvolunteer<br />Volunteer<br />Ongoing engagement<br />???<br />
  20. 20. Target smaller groups: “Unexpected Acts of Good”<br />4 Tags:<br /><ul><li>2 Design Loft
  21. 21. 2 Graduate School of Business</li></li></ul><li>Questions?<br />

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