Behavioural Application Design - Practical Persuasion
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This document discusses the design of a mobile app to support behavior change using principles of behavioral science. It summarizes theories on motivation for exercise from Ryan & Deci and the need to draw from multiple models of persuasive design. Key features of the proposed app ZING are described, including providing autonomy through customizable exercise plans, feedback on progress, social connections, learning opportunities, and rewards to satisfy needs of autonomy, competence and relatedness. The takeaways emphasize a user-friendly interface, functionality to encourage repeated use, and an architectural design that can be reused for other problems.
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Behavioural Application Design - Practical Persuasion
- 1. When B.A.D. can be good
- 2. I’m Dr. Daryl Foy I am here to provide a brief insight into how behavioural science principles can be used practically to design a mobile app intended for behaviour support. You can find me at @mortonandlawson Hello!
- 3. We need a foothold in theory to build effective behaviour change
- 4. CUT the CRAP with wearables Problem!
- 5. “ Motivation for sustainable exercise is made possible by satisfaction of 3 basic psychological needs: autonomy, competence and relatedness. Ryan & Deci
- 6. You need to pick persuasive design elements from a number of models to design better apps There is no ……..
- 7. Habit Trigger This occurs at the moment data is synched by the user; proximity is boundless.
- 8. ZING enables wearable users to act on exercise data by providing clinical context, immediate advice using evidence-based behavioural design to sustain long-term positive exercise Lonelines s Confusion Hope Pleasure Indecision Acceptanc e
- 9. Place your screenshot here DO today Exercise plan provides autonomy via choice to DO- SKIP-or SWAP. plus ◉ Instruction ◉Self-regulation via 7 day trackers
- 10. Place your screenshot here ZING & PING Feedback and comparative scoring with positive visual framing & relatedness immediacy ◉ ZING ○ Exercise persistence ○ Exercise volume & intensity ■ Self-compare option ◉PING ○ Social connectedness ○ Self affirmation
- 11. Place your screenshot here TWEAK Simple slide control changes to a few factors that affect the user’s ZING & PING scores. Only ZING is shown here. ◉Focus on causality & priming towards ○ Autonomy ○ Competence
- 12. Place your screenshot here DOJO Microbytes of content (text- video-sound) aimed at exercise delivered by ESSA scientists. Quiz completion allows progress to recognition for learning “belts”. ◉Focus on learning to deliver ○ Autonomy ○ Competence
- 13. Place your screenshot here NOTICES Alerts that help tie together the user exercise experience with the ZING environment of society, knowledge,reward,interaction & health ◉Focus on ○ Autonomy ○ Competence ○ Relatedness ○ Reward & recognition
- 14. Takeaways ◉App test marketing of ZING Likeable non-obstructionist UI Must have functionality (ML & EP & rewards) Encourages repeated use ◉App architectural STACK and codebase designed for re-use across problem domains ◉Plug and play additional wearable and health device API’s
- 15. Turn agency-based behavioural research into marketable apps. Using a team expertise that is world class in terms of behaviour systems design, machine learning and software delivery at real-world rates.
- 16. Our process is easy Talk-review Team Build Mock & Spin
- 17. Any questions ? You can find me at ◉ @mortonandlawson ◉ dlfoy@mortonlawson.com ◉ 02-4017-0218 Thanks!
Editor's Notes
- This is a brief insight into how contemporary behavioural design principles are applied to the construction of a successful behaviour support app. Morton & Lawson are evolving a simple framework for this known as B.A.D. = Behavioural App Design
- From the established health behaviour change evidence, we make extensive use of the Self Determination Theory and mix in elements of the Transtheoretical Model.
- Abandonment rates for fitbits are legend. Over 75% of all fitbit sales are focused on new customers as the returning customer rate is dreadful.
- The presentation addresses the design and development of a mobile app that targets wearable users and links them with exercise physiologists dynamically so that their data has a clinical context and affords them an opportunity to receive in situ planning, advice,analysis *using machine learning), management and a dynamic social fabric for support.
- From our foothold in SDT and or the Transtheoretical Model we draw evidence-based elements of behaviour change that pre-date Nudge Theory. We tie this in with contemporary unified design models namely Persuasive Systems Design (PSD) and Support for Engineering Persuasive Interactive Applications (SEPIA). Remembering of course that in the case of a target user base such as those we are looking to be deterred from throwing away their fitbits the overwhelming aim of the app is to use design that facilitates the evolution of self determined exercise behaviour from these users.
- Applying theories and models is a deeply pragmatic process but effort is made to compromise the
- Fogg & Eyal on User Motivation and Ability To improve their physical and emotional well-being and be self determined in planning and implementing positive, sustainable exercise behaviour. Seek PLEASURE vs avoid pain - ZING needs to be fun and easy to use Seek HOPE and avoid fear - ZING EP must be available, prompt, polite,empathetic Seek ACCEPTANCE and avoid rejection. - ZING user needs like-minded supportive peers with a means to connect, share, support, recognise, co-operate, compete with and learn from these peers. Simplicity TIME - fewest possible steps quickest route to satisfaction of outcome e.g. COMPRESSION PATH Register-Connect Devices-Contact EP-Get Plan from EP-Do PLAN- reflect, adjust,compare,learn. MONEY Free to download. In-app purchases only; 7 or 28 days. ZING reimburse EP after 30 days. EFFORT The less the better; minimal choices but choices - register-log-in - connect device - contact EP and get dialogue going - get a plan-change - invite others - pay THINKING - as little as possible (do it for them) - positive simple positive visual framing e.g. size of user ZING and PING scores vs means - intuitive and consistent screen design; no surprises ACCEPTABILITY by others - good enough for friends to feel great about using it
- From PSD we apply: Reduction design - compressing information streams and actions into a single elegant screen design. Personalisation - the plan has been custom written for the individual by the ZING exercise scientist Social - the ever present chat-messaging system is accessed by the slide drawer menu overlay From SEPIA We contribute to user understanding of behaviour by providing the 7 day tracker which because it has =>2 missed exercise sessions. We reveal their last 7 day’s behaviour making it observable. This is also visible to the ZING ex_sci We meet the recommend option by affording the user the opportunity to swap different exercise sessions in the plan so that it suits their current condition not the condition when the plan was agreed. We enable an alert function via system generated prompt if the # skipped sessions rises to 2 or more. This provides them with control in order to adjust.
- From PSD we apply: Reduction design - compressing information streams and actions into a single elegant screen design. Personalisation - the scoring is individually calculated Social Learning Comparison Against the MEAN for the individual’s profile-type based on Age-Gender-BMI Against ZING friends Recognition From NUDGE Social conformity & anchoring by the score comparisons. Priming for sustained positive exercise behaviour Positive visual framing - the user’s scores are always larger and clearer than that of their peers and friends even if in real terms they currently have a lower score From SEPIA We contribute to user understanding of behaviour by providing the 7 day tracker. We reveal their last 7 day’s exercise and positive online social behaviour making it observable. This is also visible to the ZING ex_sci We provide discovery; the user sees the correlation between their exercise and online sociability and their scoring.
- From PSD we apply: Reduction design - compressing information streams and actions into a single elegant screen design. Personalisation - the scoring is individually calculated Simulation and rehearsal Suggestions - not shown here but movement of each slide control will trigger a callout bubble with text explaining the role of the measure in calculating the score and how the user can improve it. From NUDGE Feedback Priming for sustained positive exercise behaviour by providing the function to visualise positive outcomes from changes. Positive visual framing - the user’s score uses a simple animation to grow when positive changes are made to ZING factors. Sympathy having effects of change mirrored in a benign manner is sympathetic to the user’s situation about continuing to use a device and a mobile instant pro to help them manage sustainable exercise From SEPIA We contribute to user understanding of behaviour and their ability to affect it (positively or negatively). We provide discovery; the user sees the correlation between their exercise and online sociability behaviour and efforts and their scoring. We provide Learnability through Experimentation.
- From PSD we apply: Reduction design - compressing information streams and actions into a single elegant screen design. Personalisation - the DOJO belts are awarded for individual accomplishment Tunneling - ZING guides user through interactive tips to show the path to belt accomplishment Self-monitoring - the screen demonstrates the current BELT status and changes if the user accomplishes enough quiz completion to elevate this level Rewards - the user’s improvement in knowledge is rewarded with BELT conferment Social role - here the app takes on the support role of tutor, augmenting the primary social role delivered by the ZING exercise scientists From NUDGE Framing effect - we keep the number of content carousel choices in the DOJO to a bare minimum (3). Priming for sustained positive exercise behaviour by providing the function to visualise positive outcomes from changes. Positive visual framing - the user’s belt grade visual Sympathy having the content proffered in small digestible chunks of interesting and focused content is sympathetic to the user’s time and attention constraints Loss aversion ZING is designed to encourage considerable investment from the user which is retained as assets - DOJO Belts, social relationships, professional relationship, reward coupons,data analysis. DOJO reflects part of this investment and seeing their BELT status is a constant reminder of that investment. From SEPIA We provide Engagement and Control. They engage with learning as a means to help shape positive exercise behaviour through knowledge. The control is afforded the user by the optioned facility to do as little or as much learning as they want. They may be able to ascertain the association between their knowledge attainment and improved levels of self determination.
- From PSD we apply: Reduction design - compressing information streams and actions into a single elegant screen design. Personalisation - each alert is based on the individual’s needs, performance and relationships. Self-monitoring - the screen provides up-to-the-minute notification of achievement, performance repercussions and social activity. Rewards - the user’s performance is recognised with the BLING function Social role - here the app takes on the support role of a PA keeping them informed and up-to-date Suggestions - the RHR (resting heart rate alert) which is simultaneously shared with the user’s ZING clinician includes explanatory text about what it may mean and what to do about it Reminders - ZING applies the Zeigarnik & Goal Gradient Effects to remind the user when their current PLAN will expire that their BLING reward coupons have an expiry for redemption ( when clicked ) From NUDGE Framing effect - we keep the number of content carousel choices in the DOJO to a bare minimum (3). Priming for positive actions related to their health (RHR), education (new DOJO content) and social interactions (noting which friends are online) Positive visual framing - new DOJO content, the health alert, lapsing plan and BLING coupon redemption are one click actionable. Sympathy having the content proffered in small digestible chunks of interesting and focused content is sympathetic to the user’s time and attention constraints. Loss aversion ZING BLING reward coupon redemptions have a short expiry period. From SEPIA We provide Alerts and Prevention. The alerts are self explanatory The prevention comes through the plan renewal date notice and the health threatening warning about an excessive resting heart rate. Along with PSD and SEPIA Morton & Lawson make use of gamification and the Hooked Habit Forming Model from Nir Eyal. Solid examples of the HOOK for the app are shown on the NOTICES screen. In terms of the Zeigarnik & Goal Gradient Effects We provide a "cliffhanger" ending by: - reminding them when their current plan is about to expire - notifying them when friend uploads new exercise data Variable Rewards A fundamental of habitual use ( e.g. checking email) is the need to alleviate the craving for that reward. Variable rewards are when you positively reinforce a behavior at an non-fixed (ie less predictable) schedule. By varying when you deliver the reward for a certain behavior and how big that reward is, you can quickly reinforce that behavior and make it very strong and resistant to extinction (aka it becomes a habit or routine). Getting a reward increases dopamine levels in your brain, which motivates you to do the thing which got you the reward (rats with missing dopamine receptors struggle to build habits). But dopamine isn’t just pleasure, it’s about anticipation of pleasure. When we know how the game works (this lever press won’t give us a reward, but the next one will) our novelty seeking brains get bored. But when the rewards are unpredictable, we stay on edge. Studies have shown that unpredictable rewards cause greater increases of dopamine, which may be why the behavior that lead to the reward gets so strongly reinforced. Some directly incorporate gambling elements, like JetPack Joyride, a popular iOS game which allowed you to collect special bonuses that could be cashed in at the end of a round literal spin the wheel bonus points during a particular round of gameplay, which can be cashed in for wheel spins. It turns out this is not a new idea – Super Mario Bros 2 was using the same tactic 18 years prior. 3 types HUNT Actual physical rewards. ZING towel-swim cap-running socks TRIBE Recognition e.g. stack overflow status for Q & A IN ZING DOJO grades ZING and PING scores We need to provide TRIBE rewards that make users feel accepted, attractive,important included. With every post tweet and pin people anticipate social validation. Rewards of the tribe keep users coming back wanting more. Bandura - people who observe others being rewarded for behaviour 'x" are more likely to alter their actions to gain congruence better when there is homophily and the observed individual is a "role model" In ZING - notices of friends DOJO levels; goals reached, ZING improves. SELF We need to reflect back their mastery, competence and completion. PLANS done ZING and PING up DOJOs up JOURNEY Mirror in PROFILE