Behavior and engagement

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

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  • As Always, Please click on the 'Speaker Notes...' Tab to view some of the taking points that went with these slides when they were presented live.

    Also, if your looking for more information, you can go to www.bit.ly/purplepath to request a copy of B.J. Foggs Purple Path Behavior document, or http://www.sitemotif.com/blog/?p=862 to watch a video of Nicole Lazzaro
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  • 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!”


  • Engagement is about interest. It is about our attention, and our focus at a given time, and across a period of time.
  • 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.
  • 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.
  • 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.
  • 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
  • 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
  • Example a new behavior that will be a lasting behavior. Learning to Walk.
  • Example a familiar behavior that will only last for a certain duration. Picking your nose phase.
  • Example a existing behavior that should stop forever. Dog chewing on owners shoes.
  • Behavior Change Requires:
    Triggering the behavior
    Ability to perform the task
    Motivation to perform the task
  • Hot triggers, are change agents because they can immediately trigger a behavior at the optimal point between ability, and motivation
  • Motivators:
    Pleasure/Pain
    Hope/Fear
    Acceptance/Rejection
  • Ability:
    Time
    Money
    Effort
    Brain Cycles
    Social Deviance
    Non-Routine
  • 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.
  • There are 4 types of positive engagement
    Hard
    Easy
    Social
    Serious
  • Hard engagement is about mastery, challenge and accomplishment.
  • Easy engagement is about curiosity, and simple enjoyment.
  • Social engagement is about bonding and connections.
  • Serious Engagement is about personal motivators and goals.
  • The most powerful engagement evolves at least 3 of the 4 types of positive engagement.
  • 3 Durations of Behavior
    Once
    Repeatedly
    Indefinitely
    5 Types of Behavior
    New
    Existing
    Enhanced
    Stopped
    Reduced
    4 Types of Engagement
    Hard
    Easy
    Social
    Serious
  • 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.
  • Behavior and engagement

    1. 1. Behavior and Engagement Lauren Martin
    2. 2. 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
    3. 3. © Calliope1 What’s this??! Mom said NO!
    4. 4. © Calliope1 Ohhhhhh hh Ahhhhhh hhhhh
    5. 5. © Scott Butner YIPEE!
    6. 6. © gerry balding I’m just like a big duck now! I hope they figure this out…
    7. 7. © f1uffster (Jeanie) I HATE THIS COMPUTER!!!!!
    8. 8. BEHAVIOR
    9. 9. What exactly are you trying to do here? © dominiqueb
    10. 10. © katypearce 3 Spans Of Behaviors: • Single Instance Behavior • Behavior For A Specific Duration • Permanent Behavior Change
    11. 11. 5 Types Of Behaviors: • Starting a New Behavior • Restarting a Familiar Behavior • Increasing and Existing Behavior • Reducing and Existing Behavior • Stopping a Behavior © MeganMorris
    12. 12. I’m starting a new, permanent behavior. © San Diego Shooter
    13. 13. I’m continuing a familiar behavior, but it’s only a temporary habit. © birdtrouble
    14. 14. © asleeponasunbeam Eventually I will stop doing this forever…. maybe….
    15. 15. BEHAVIOR CHANGE
    16. 16. Behavior Change Requires: • Triggering the behavior • Ability to perform the task • Motivation to perform the task © RIPizzo
    17. 17. A Hot Trigger initiates behavior change when you have the highest ability and motivation. © Ronny Stiffel
    18. 18. Motivators: Pleasure/Pain Hope/Fear Acceptance/Rejection I think I can, I think I can… © Peter J Dean
    19. 19. Ability: • Time • Money • Effort • Brain Cycles • Social Deviance • Non-Routine Maybe I should have started with something easier… © Peter J Dean
    20. 20. 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
    21. 21. ENGAGEMENT
    22. 22. 4 Types Of Positive Engagement • Hard • Easy • Social • Serious © Chevysmom
    23. 23. © Katiekills I have climbed for days, and now… I am King of the Mountain! … who need tickets to the gun show!?
    24. 24. What happens when I crawl in here??? © james_michael_hill
    25. 25. I am a Ping Pong Rockstar!Crane Kick! © F8th
    26. 26. I’m not just a cute smile… I’m gonna be the next President! © pixelrobber
    27. 27. Run a Triathlon  Personal Best Time  Win with my Friends  © KevinSaunders
    28. 28. SUMMARY
    29. 29. © 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
    30. 30. 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
    31. 31. WEB EXAMPLES
    32. 32. Behavior: Learn a new language Duration: Until courses are complete Motivation: Hope, Pleasure Engagement: Serious, Hard, Social Triggers: Review, comment & progress alerts
    33. 33. Behavior: Social Networking Duration: Indefinite Motivation: Pleasure, Acceptance Engagement: Easy, Social, Serious Triggers: Alerts, Tagging, Messaging, Feed Wall
    34. 34. Behavior: Money Management Duration: Indefinite Motivation: Fear, Pain, Hope Engagement: Serious, Hard, Easy Triggers: Bill Alerts, Syncing, Notifications

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