Amy Bucher, Ph.D., works in Behavior Change Design at Mad*Pow, a purpose-driven strategic design agency in Boston. Amy focuses on crafting engaging and motivating experiences that help people change behaviors that contribute to physical, mental, and financial health and well-being. Before joining Mad*Pow in 2016, Amy worked on behavior change products in-house at CVS Health and Johnson & Johnson. Amy received her A.B.from Harvard University, and her M.A. and Ph.D. in organizational psychology from the University of Michigan, Ann Arbor. She’s a frequent speaker at behavior change and UX conferences where she talks about motivation, engagement, and product design.

1. Meaningful Engagement
Through Behavior
Change Design
Amy Bucher, Ph.D.
Behavior Change Design Director

2. Whose goals?
For whose benefit?
And with what
consequences if I don’t?
The Problem With
“Patient Engagement”

4. Behavior Change
Design Has
Engagement at
its Core

5. COM-B Model
Capability
Opportunity
Motivation
Behavior

6. COM-B Motivation♥
Opportunity
Capability

7. Capability
Opportunity
Motivation
Behavior

8. Transtheoretical
Model
Stages of Change

9. Pre-
contemplation
Upward
Spiral
Contemplation
PreparationAction
Maintenance
Relapse

11. Self-Determination
Theory of Motivation

12. C O N T R O L L E D A U T O N O M O U S
Amotivated External Introjected Identified Integrated Intrinsic
Motivational Quality, Not Quantity
Ryan, R. M., & Deci, E. L. (2000). Self-determination theory and the facilitation of intrinsic motivation,
social development, and well-being. American Psychologist, 55, 68-78.

13. “I can make my own
meaningful choices”
“I am learning, growing,
and succeeding.”
“I am part of
something bigger than
myself. I belong.”
A U T O N O M Y
C O M P E T E N C E
R E L A T E D N E S S
Ryan, R. M., & Deci, E. L. (2000). Self-determination theory and the facilitation of intrinsic motivation,
social development, and well-being. American Psychologist, 55, 68-78.
Basic Psychological Needs
M O T I V A T I O N

15. By providing patients the right
type of support for their needs,
we can help them achieve
autonomous forms of motivation
Personally
meaningful
values&goals
Autonomous
formsof
motivations

16. “When people use decision aids, they improve their
knowledge of the options and feel better informed
and more clear about what matters most to them.
People who use decision aids may achieve decisions
that are consistent with their informed values.
Decision aids do not worsen health outcomes, and
people using them are not less satisfied.”
The Patient
Voice in
Treatment
Decisions
Stacy, D., et al. (2017). Decision aids to help people who are facing health treatment or screening
decisions. Cochrane Database of Systematic Reviews, 2017(4).

17. Interactive Session:
Behavior Change
Makeover

18. 2 minutes: Individual reflection
3 minutes: Share in small groups
2 minutes: Tweet your best
responses using the hashtag
#HXD2019
3 minutes: Hear from others

19. #HXD2019
Continue the
conversation!
Option A
If your organization adopted a behavior change design
sense for one of your initiatives, what would change.
Option B
If your organization does use a behavior change design
sense for initiative, how is it different as a result.
Use #HXD2019

20. Option A: If your organization adopted a
behavior change design lens for one of your
initiatives, what would change?
Option B: If your organization does use a
behavior change design lens for an initiative,
how is it different as a result?
Use the hashtag #HXD2019
#HXD2019
Continue the
conversation!