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Behavior and engagement

Presentation about behavior and engagement taking information learned from presentation by B.J. Fogg, and Nicole Lazzaro at Adaptive Path's UX Week 2010

1 of 34
Behavior and Engagement
Lauren Martin
Attribution & Direct References
All photography used in this presentation was
taken from flicker, individual attribution is in
the bottom right hand corner of each photo.
Behavior information was based on a
presentation and additional information by
B.J. Fogg at UX Week by Adaptive Path.
Engagement information was based on a
presentation and additional information by
Nicole Lazzaro at UX Week by Adaptive Path.
http://www.uxweek.com/speakers
http://www.uxweek.com/speakers
© Calliope1
What’s
this??!
Mom
said NO!
© Calliope1
Ohhhhhh
hh
Ahhhhhh
hhhhh
© Scott Butner
YIPEE!
© gerry balding
I’m just
like a big
duck now!
I hope they
figure this
out…
© f1uffster (Jeanie)
I HATE THIS
COMPUTER!!!!!
BEHAVIOR
What
exactly are
you trying
to do here?
© dominiqueb
© katypearce
3 Spans Of Behaviors:
• Single Instance Behavior
• Behavior For A Specific Duration
• Permanent Behavior Change
5 Types Of Behaviors:
• Starting a New Behavior
• Restarting a Familiar Behavior
• Increasing and Existing Behavior
• Reducing and Existing Behavior
• Stopping a Behavior
© MeganMorris
I’m starting
a new,
permanent
behavior.
© San Diego Shooter
I’m continuing a
familiar behavior,
but it’s only a
temporary habit.
© birdtrouble
© asleeponasunbeam
Eventually I will stop
doing this forever….
maybe….
BEHAVIOR CHANGE
Behavior Change Requires:
• Triggering the behavior
• Ability to perform the task
• Motivation to perform the task
© RIPizzo
A Hot Trigger initiates
behavior change when
you have the highest
ability and motivation.
© Ronny Stiffel
Motivators:
Pleasure/Pain
Hope/Fear
Acceptance/Rejection
I think I can, I think
I can…
© Peter J Dean
Ability:
• Time
• Money
• Effort
• Brain Cycles
• Social Deviance
• Non-Routine
Maybe I should
have started with
something easier…
© Peter J Dean
Step 1. Sit in a chair
Step 2. Hold book
Step 3. look at book
….ahhh, so that’s
how it’s done!
© Laser Burners
ENGAGEMENT
4 Types Of Positive Engagement
• Hard
• Easy
• Social
• Serious
© Chevysmom
© Katiekills
I have climbed for
days, and now…
I am King of the
Mountain!
… who need
tickets to the
gun show!?
What happens
when I crawl in
here???
© james_michael_hill
I am a
Ping Pong
Rockstar!Crane Kick!
© F8th
I’m not just a cute
smile… I’m gonna
be the next
President!
© pixelrobber
Run a Triathlon 
Personal Best Time 
Win with my Friends 
© KevinSaunders
SUMMARY
© Images by John 'K'
3 Durations of Behavior
 Once
 Repeatedly
 Indefinitely
5 Types of Behavior
 New
 Existing
 Enhanced
 Stopped
 Reduced
4 Types of Engagement
 Hard
 Easy
 Social
 Serious
1. Figure out the type of
behavior change.
2. Decide how long the
behavior should last.
3. Plan baby steps to
improve ability.
4. Motivate and engage to
change and enforce.
5. Trigger the change.
© Michael Ransburg
WEB EXAMPLES
Behavior: Learn a new language
Duration: Until courses are complete
Motivation: Hope, Pleasure
Engagement: Serious, Hard, Social
Triggers: Review, comment & progress alerts
Behavior: Social Networking
Duration: Indefinite
Motivation: Pleasure, Acceptance
Engagement: Easy, Social, Serious
Triggers: Alerts, Tagging, Messaging, Feed Wall
Behavior: Money Management
Duration: Indefinite
Motivation: Fear, Pain, Hope
Engagement: Serious, Hard, Easy
Triggers: Bill Alerts, Syncing, Notifications

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Behavior and engagement

Editor's Notes

  1. Behavior is about what we do. It’s our habits, our rituals, our mental shortcuts that get us through the day. Behavior is about actions and patterns. Its what we do. Kid - “Hum, this big orange ball looks cool “ Kids bigger brother – “Mom said NO! get up!”
  2. Engagement is about interest. It is about our attention, and our focus at a given time, and across a period of time.
  3. In order to get a user to commit to using a new software, or change how they use a current piece of technology, you fist have to initiate behavior change and then engage the user.
  4. Why learn about behavior change? Because just like quitting something cold turkey never works, unless there is some ground breaking moment of enlightenment, behavior change is a process that requires baby steps.
  5. And even if we know how to preform basic behaviors, without positive engagement, motivation and ability, the activity will not be one we stick to, or if force to do it, we will grow to hate the activity.
  6. To instigate behavior change, you have to identify what type of behavior change you are trying to achieve, for how long, and how you will trigger the change
  7. 3 Spans Of Behaviors: Single Instance Behavior Behavior For A Specific Duration Permanent Behavior Change
  8. 5 Types Of Behaviors: Starting a New Behavior Restarting a Familiar Behavior Increasing and Existing Behavior Reducing and Existing Behavior Stopping a Behavior
  9. Example a new behavior that will be a lasting behavior. Learning to Walk.
  10. Example a familiar behavior that will only last for a certain duration. Picking your nose phase.
  11. Example a existing behavior that should stop forever. Dog chewing on owners shoes.
  12. Behavior Change Requires: Triggering the behavior Ability to perform the task Motivation to perform the task
  13. Hot triggers, are change agents because they can immediately trigger a behavior at the optimal point between ability, and motivation
  14. Motivators: Pleasure/Pain Hope/Fear Acceptance/Rejection
  15. Ability: Time Money Effort Brain Cycles Social Deviance Non-Routine
  16. Once you know what type of behavior you are trying to start, change or stop, then you have to setup baby steps leading to that behavior incrementally.
  17. There are 4 types of positive engagement Hard Easy Social Serious
  18. Hard engagement is about mastery, challenge and accomplishment.
  19. Easy engagement is about curiosity, and simple enjoyment.
  20. Social engagement is about bonding and connections.
  21. Serious Engagement is about personal motivators and goals.
  22. The most powerful engagement evolves at least 3 of the 4 types of positive engagement.
  23. 3 Durations of Behavior Once Repeatedly Indefinitely 5 Types of Behavior New Existing Enhanced Stopped Reduced 4 Types of Engagement Hard Easy Social Serious
  24. Figure out the type of behavior change. How long should this behavior last Form steps toward the goal behavior Motivate and engage to enforce the behavior.