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Blind Spots in Persuasive Design
The document discusses the challenges of persuasive design aimed at motivating cycling in Boston, emphasizing the need for understanding systemic hurdles and social influences. It highlights the importance of contextual factors, social change, and human motivation theories, suggesting a focus on creating micro-ecosystems that facilitate biking. The author advocates for thoughtful design interventions that consider user autonomy and the situational context of decisions.
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Blind Spots in Persuasive Design
- 1. blind spots in persuasivedesign Sebastian Deterding (@dingstweets) Northeastern University January 30, 2015 c b
- 2. task here: use socialinfluence to motivate cycling in boston,MA
- 3.
- 5. Fogg 2003 “just addpersuasion”
- 6. “just add tagclouds”
- 7. We have toolsets ...
- 8. …but no realconstruction plan.
- 9. what we warnall clients of: »A solution in search of a problem«
- 10. Not »This might alsopersuade users.« But »What drives and stops Peter to do X at point Y?«
- 11.
- 12.
- 13. so: what todo?
- 14. challenge: first, understandthe problem 1. Free-list systemic hurdles to biking in Boston 2. Identify the top 5 hurdles 3. Identify levers to affect these hurdles 4. Check: Is social influence among them?
- 15.
- 16. Paul Watzlawick etal. »These are two types of change: one that occurs within a given system which itself remains unchanged, and one whose occurrence changes the system itself… Second-order change is thus change of change.« change (1974: 10)
- 17. Implicit theory ofsocial changeresponsibilisation of self Reproduction #1
- 18. Implicit theory ofsocial changetechnological solutionism Reproduction #2
- 19. When discipline isreinforced, revolution cannot fail!
- 20.
- 21. so: what todo?
- 22. »Always design athing by considering it in its next larger context – a chair in a room, a room in a house, a house in an environment, an environment in a city plan.« quoted by his son eero, june 2, 1977 eliel saarinen
- 23. what are systemic, socialcontexts of cycling in Boston?
- 24.
- 26.
- 28. A sudden boostin motivation?
- 29. hamburg,germany rochester,ny,usa Mixed-use zoning 5min market, 10 min work Single-use zoning 30 min market, 45 min work Compact zoning 15 min to city center Sprawled zoning 40+ min to city center Dense public transport accepting bikes 20 min tram+5 min bike to everything Sparse public transport, no bikes allowed not everything is accessible by bike+ Moderate coastal climate Bikeable throughout the year Humid continental climate Unbikeable winters Public street service Streets, sidewalks, bike lanes clear all year Basic public street service Sidewalks, bike lanes not cleared Cheap national rental bike system One account, free signup, good station map Spotty city bike systems Per city accounts, pricy, hard to find stations Many cyclists on road Drivers watch out, know & respect norms Few cyclists on road Drivers don’t watch, no clear norms Expensive fuel & parking, congested roads Driving in the city is expensive, slow Cheap fuel & parking, empty roads Driving is cheap and fast Biking is sufficient and often the easiest, fastest, cheapest way to get around Biking is insufficient and often the hardest, slowest way to get around
- 30. challenge: strike atthe roots 1. Identify systemic reasons making biking hard, slow, ineffective, costly 2. Identify positive feedback loops to affect social change around these reasons 3. Ideate potential micro-ecosystems where biking is the easiest, cheapest way to move around
- 31.
- 32. social control &commitment
- 33. social comparison &competition
- 34.
- 35. Really, Dave, asecond Donut? After the one you bought at Starbucks 1538 Tremont St. at 2:34pm today? I texted your friends and they do not approve.
- 36. 5% 500 steps 8th daywithout cycling – you really should step it up! What about a 5 minute ride today? C’mon, your friends in California did it!
- 37. 5% 500 steps Here’s amessage from Celia: Hey Dave, you’re below your step goal: take a walk in the park!
- 38. Lopez 2011 the underminingeffect Issue #1
- 40. Edward Deci,Richard Ryan »Anunderstanding of human motivation requires a consideration of innate psychological needs for competence, autonomy, and relatedness.« the what and why of goal pursuits (2000)
- 41. the romeo andjuliet effect Issue #2
- 42. johnmarshall reeve »When childrendo precisely what they were told not to do … or when the targets of propaganda do the opposite of the source’s intention, each performs a counter maneuver aimed at reestablishing a threatened freedom. The term reactance refers to the psychological and behavioral attempt at reestablishong (“reacting” against) a threatened or eliminated freedom.« understanding motivation (2014: 297)
- 43. extrinsic motivation isunsustained
- 44. Richard Ryan,Edward Deci Autonomy ≠ Independence,lots of choice, absence of constraints self-regulation & the problem of human autonomy (2006)
- 45. Edward Deci,Richard Ryan »Tobe autonomous means to behave with a sense of volition, willingness, and congruence; it means to fully endorse and concur with the behavior one is engaged in.« motivation, personality, and development (2012: 85)
- 46. Edward Deci &Richard Ryan: The »What« and »Why« of Gaol Pursuits (2002) 150 more pages, and I get my 10$. external I must not disappoint my parents! introjected Pfff … I‘m bored. amotivated I‘m good at this – this is actually fun! intrinsic It‘s important for me in school to read this now. identified I totally see how this helps me become a chef! integrated http://www.flickr.com/photos/pensiero/95412049Edward Deci & Richard Ryan (2002), The »What« and »Why« of Goal Pursuits extrinsic
- 47. Edward Deci &Richard Ryan: The »What« and »Why« of Gaol Pursuits (2002) 150 more pages, and I get my 10$. external I must not disappoint my parents! introjected Pfff … I‘m bored. amotivated I‘m good at this – this is actually fun! intrinsic It‘s important for me in school to read this now. identified I totally see how this helps me become a chef! integrated http://www.flickr.com/photos/pensiero/95412049Edward Deci & Richard Ryan (2002), The »What« and »Why« of Goal Pursuits social influence
- 48. so: what todo?
- 49.
- 50. be as smartas a puppy
- 51. have forgiving language& systems
- 52.
- 53.
- 54. aesthetic of friction 1.Situatedness Intervene where the action/ decision takes place 2. Actionable Offer an alternative goal- supporting action 3. Autonomy Leave the user the choice between old and new action 4. Reflection Invite conscious reflection 5. Naïveté Be cute, not (too) smart 6. Sympathy Be understanding 7. Irony Why so serious? Allow reversal and cheating
- 55. challenge: create apleasurable troublemaker Apply the aesthetics of friction to your concepts: 1. Situatedness Intervene where the action/decision takes place 2. Actionable Offer an alternative goal-supporting action 3. Autonomy Leave the user the choice between old and new action 4. Reflection Invite conscious reflection 5. Naïveté Be cute, not (too) smart 6. Sympathy Be understanding 7. Irony Why so serious? Allow reversal and cheating
- 56.