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The MAO Model: Research for Behavior Change.
The document presents the Mao model of persuasive design, emphasizing the need to understand human behavior and motivators to effectively influence change. It critiques existing behavior models for lacking considerations of emotions, context, and social factors while offering a structured approach to analyze and facilitate behavior change. Key methods include defining goals, involving participants, and analyzing obstacles to design interventions that can catalyze desired actions.
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The MAO Model: Research for Behavior Change.
- 1. The Mao Model researchfor behavior change Sebastian Deterding (@dingstweets) Interaction’12 February 3, 2012, Dublin cb
- 2.
- 3. Swelter more steelto accelerate the establishment of socialism! http://j.mp/yesqNM
- 4. Persuasive Design The MAO Model Coda 1 3 5 2 4 The Problem The Method
- 5. Persuasive Design 1 The MAO Model Coda 3 5 2 4 The Problem The Method
- 9. From Usability toMotivation
- 10. Persuasive Design Design tochange attitudes and behaviors
- 11. »Behavior is our medium.« Robert Fabricant interaction’09 (2009)
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- 14.
- 15. the great beyond utility usability New differentiators
- 16. self- health eco/green improvement New markets
- 17. Retweet! Bookmark! Tag! Comment! Like! Design! Curate! Upload! Mark as Spam! Buy! Forward! Invite! Subscribe! Add friend! Share! Digg! Answer! Vote! New business models & goals
- 18. Reason #2 Our ideaof the human condition has changed.
- 19. + Then: The RationalActor
- 20. (It shaped ourwork as well)
- 21. Now: e Social Animal
- 22. Rational Actor Social Animal Individualist, detached Social, embodied Many (also intrinsic, social) Material self-interest motivations Biases, emotions, habits, Cool calculating ratio social & material environment Conscious information- Unconscious processes processing
- 23. A g dworkin model http://www.flickr.com/photos/grumbler/5631948705/sizes/o/in/photostream/
- 24. e Rider Conscious, deliberate reasoning Needs goals and plans to get somewhere Quickly tired from heavy steering Often not alert http://www.flickr.com/photos/grumbler/5631948705/sizes/o/in/photostream/
- 25. e Elephant Emotions, habits,automatic processes Has a mind of its own (really in charge) Lives in the here and now Training takes time http://www.flickr.com/photos/grumbler/5631948705/sizes/o/in/photostream/
- 26. e Jungle Social andmaterial environment Arouses the elephant (mice!) Makes things harder/easier to reach Can be cultivated by rider Where the herd lives http://www.flickr.com/photos/grumbler/5631948705/sizes/o/in/photostream/
- 27. al on r ti o a t R c A Ignorin the elephant and the r m
- 28. Persuasive Design The MAO Model Coda 1 3 5 4 2 The Method The Problem
- 29. We have tl sets ...
- 30. … but noreal constru ion plan.
- 31. what we warnall clients of: »A solution in search of a problem«
- 32. Not »This might alsopersuade users.« But »What drives and stops Peter to do X at point Y?«
- 33. motivation trigger trigger threshold ability e Fog Behavior Model? http://behaviormodel.org/
- 34. „Pleasure/pain, hope/fear, acceptance/rejection“ is a private theory out of sync with motivation research; ignores attitudes and affects motivation trigger trigger threshold ability e Fog Behavior Model? http://behaviormodel.org/
- 35. Ignores self-efficacy, learning, understanding. Quote: „Most people resist learning new things. That’s just how we are as humans: lazy“ (which is untrue) motivation trigger trigger threshold ability e Fog Behavior Model? http://behaviormodel.org/
- 36. Ignores intention, goal- setting, mindfulness motivation trigger trigger threshold ability e Fog Behavior Model? http://behaviormodel.org/
- 37. o gg F In ort: We‘re mi in a rider here! http://www.flickr.com/photos/aftab/3992830809
- 38. A ion isme , emergent, situated http://www.flickr.com/photos/grumbler/5631948705/sizes/o/in/photostream/
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- 40.
- 41. and we‘d stilllike to know: What are the relevant motivators, enablers, triggers for Peter to do X in situation Y?
- 42. Persuasive The Mao Model Design 3 Coda 1 5 2 4 The Problem The Method
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- 44.
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- 46. opportunity Finding the right/ criticalmoments “Stopwatch” symbol is by The Noun Project from thenounproject.com collection.
- 47. wa er be ad re Re http://www.flickr.com/photos/velouria/4997235332
- 48.
- 49.
- 50. Love manual labor! http://j.mp/xcHfVe
- 51. »Put hot triggersin the path of motivated people.« BJ Fogg the new rules of persuasion (2009) http://www.slideshare.net/bjfogg/bj-fogg-the-new-rules-of-persuasion-brussels-2009
- 52. »I‘m not convinced.« http://www.flickr.com/photos/prescottfoland/5259812928
- 53. ep St 1 # Make people aware
- 54. ep St 2 # Help people understand http://www.thefamilyinternational.org/en/work/africa/projects/education/143/photo/471/
- 55.
- 56.
- 57. Social Proof, Authority Liking Social Proof Facts
- 60. ep St 3 # Make people care
- 61.
- 62.
- 63. Rel ing ated ong nes Bel Au s ton ition om co gn y Re psycholo social gical nce Powe pe te r Com physical Hu x Se ng Thirst er
- 64. Rel ing ated ong nes Bel Au s ton ition om co gn y Re psycholo social gical nce Powe pe te r Com physical Hu x Se ng Thirst er
- 65. That tricky beast,autonomy http://www.flickr.com/photos/prescottfoland/5259812928
- 66. Lynde Kintner, SmartSex. http://www.ac4d.com/home/philosophy/student-work/smart-sex-the-man-shield/
- 67. Acknowledge and defuseFUDs http://misteringo.deviantart.com/art/Bunnies-Scream-Again-79745974
- 71. Use (or remove)social norms http://www.flickr.com/photos/matthileo/4482198229
- 72. Motivation, in summary knowledge Build awareness, form mental models attitudes, emotions Connect to emotions & values motivations Appeal to & satisfy needs fears Acknowledge & defuse fears social norms Use or shift contexts
- 73.
- 74.
- 75. Train strictly andbe well-prepared for the battle against invaders! http://j.mp/wdUCRx
- 76. Support visioning http://www.flickr.com/photos/ronsombilongallery/3240944872
- 77. Support visioning http://www.flickr.com/photos/ronsombilongallery/3240944872
- 78. Guide goal andimplementation planning
- 79. Guide goal andimplementation planning
- 80. Oh, there‘s craving. Interesting. Mindfulness http://www.flickr.com/photos/johnworthington/3241165758
- 81. “MUST - RESIST- CRAVING !!!“ Willpower
- 82. Willpower http://www.flickr.com/photos/foshydog/3699371501 http://www.flickr.com/photos/pnjunction/2509578641
- 83. »With an aestheticof convenience, you will never instill change. What you need, rather, is an aesthetic of friction.« Marc Hassenzahl towards an aesthetic of friction (2011) http://www.youtube.com/watch?v=ehWdLEXSoh8
- 84. Cultivate mindfulness andwillpower Kehr, F., Hassenzahl, M., Laschke, M., & Diefenbach, S. (2012). A transformational product to improve self-control strength: the Chocolate Machine. Proc. of the SIGCHI conference on Human factors in computing systems.
- 85. Strengthen self-efficacy http://en.wikipedia.org/wiki/Learned_helplessness http://en.wikipedia.org/wiki/Self-efficacy
- 86.
- 87. Provide fast experiencesof success
- 88. Defuse guilt &frustration
- 89. Build knowledge andskills
- 90. Make it easy(or hard ^_^)
- 91.
- 92. Shape new habits http://tinyhabits.com
- 93.
- 94.
- 95.
- 96. »Free choice meanshaving at least one other way.« Moshé Feldenkrais the elusive obvious (1981) http://www.ucl.ac.uk/news/news-articles/0908/09080401
- 97.
- 98. Ability, in summary goal-setting Support visioning, goals, planning mindfulness, will Train the rider‘s strength self-efficacy Model, afford successes, forgive failures ability Train, improve usability & resources habit Repetition until ready-to-hand/automatic social support Providing social support
- 99. opportunity Finding the right/ criticalmoments “Stopwatch” symbol is by The Noun Project from thenounproject.com collection.
- 101. obey commands atany time!
- 102.
- 104. The Opportune Moment Providinga catalyst when people are motivated, able, and have the opportunity to act.
- 105. Opportunities over time macro biography Breakdowns, periods service lifecycle Steps (one-time/repeat) routines Month, week, day, ... service episode User flow, interface micro
- 106.
- 107.
- 108. Routines: Workday http://www.flickr.com/photos/mindcaster-ezzolicious/3050043143
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- 111.
- 113.
- 114.
- 115.
- 116. Make a futureappointment
- 117. Allow completion inchunks
- 118.
- 119.
- 121. The Opportune Moment Providinga catalyst when people are motivated, able, and have the opportunity to act.
- 122. What did Iwant? http://www.flickr.com/photos/philandpam/1485578432
- 123. »After surveying theexperimental findings, one begins to wonder how people manage to get on in their daily lives at all. ... People are able to get on because they “offload” an enormous amount of practical reasoning onto their environment.« Joseph Heath and Joel Anderson procrastination and the extended will (2010)
- 124. Create wanted cues http://www.flickr.com/photos/robandstephanielevy/4668030838
- 125.
- 126.
- 127. Remove unwanted externalcues http://www.flickr.com/photos/a-culinary-photo-journal/3134396770
- 128.
- 129. Create Re-Minders https://www.readyforzero.com/
- 130. Opportunity, in summary time Find rhythms & timings space Find spaces for action cues Create wanted, remove unwanted re-minders Give the rider a chance
- 131. Persuasive Design The MAO Model Coda 1 3 5 2 The Problem 4 The Method
- 132. First, a naggingproblem http://people.virginia.edu/~tdw/nisbett&wilson.pdf
- 133. »Nisbett and Wilsonare not skeptics about introspective report of conscious experiences. They are skeptics about introspective knowledge of the causes of those experiences.« Eric Schwitzgebel the nisbett-wilson myth (2006) http://schwitzsplinters.blogspot.com/2006/10/nisbett-wilson-myth.html
- 134. The limits ofself-report We can report recent experiences, general beliefs, attitudes, values Stick to actual, current/recent experiences We fail at detailed memory, future action, irrelevant things, unconscious processes Ask for connected attitudes, values, needs, but don‘t jump to conclusions
- 135. ep St 1 # Define & ma ange goals Be specific: »Become a better person« doesn‘t work Map out chain of behaviors & actors to structure and/or focus research If you replace an old behavior, you need to study & address both old and new
- 136. Behavior chain: Eatinghealthy eat healthy food
- 137. Behavior chain: Eatinghealthy eat healthy food avoid mindless snacking
- 138. Behavior chain: Eatinghealthy cook eat healthy healthy food food avoid mindless snacking
- 139. Behavior chain: Eatinghealthy shop cook eat healthy healthy healthy food food food avoid mindless snacking
- 140. Behavior chain: Eatinghealthy shop cook eat plan healthy healthy healthy healthy meals food food food avoid mindless snacking
- 141. Behavior chain: Eatinghealthy shop cook eat plan healthy healthy healthy healthy meals food food food actor a avoid mindless snacking actor b
- 142. ep St 2 # Recruit participants People using your service/performing your activity (or broaden to comparable cases) Look for people who just did it and ... … failed/aborted (what kept them?) … succeeded (what enabled them?)
- 143. ep St 3 # Gather data http://j.mp/yCqngC http://myexperience.sourceforge.net/ http://www.kaushik.net/avinash/the-three-greatest-survey-questions-ever/ http://www.uxmatters.com/mt/archives/2011/05/capturing-meaningful-and-significant-user-experience-metrics.php
- 144. ep St 3 # Gather data Stick to actual experiences with ... Experience Sampling True Intent/Voice of Customer Shadowing/Contextual Inquiry Interviews with participants that recently engaged in the activity in question
- 145. Why? Why? Why? Why? Why? Use laddering Laddering http://madpow.com/Insights/WhitePapers/Laddering--A-Research-Interview-Technique.aspx
- 149. Find the template online at http://j.mp/ maomodel
- 150. ep St 4 # Analyse the data Analyse, aggregate and identify key issues, looking for ... … aligning drivers and obstacles … things mentioned repeatedly … things that separate successful and unsuccessful cases … things that are interdependent or »root causes«
- 151. ep St 5 # Ideate How might we address ... Put Put key obstacle/ opportunity (, using pattern/card/lens ) here here to achieve Put desired change here ?
- 152. ep St 5 # Ideate How might we address ... Put Put key obstacle/ opportunity (, using pattern/card/lens ) here here to achieve Put desired change here ?
- 153. ep St 5 # Ideate How might we address ... Put Put key obstacle/ opportunity (, using pattern/card/lens ) here here to achieve Put desired change here ?
- 154. ep St 6 # Make a detail analysis choose send see whom to write invite invite invite invite sign explore accept open up service invite invite
- 155. ep St 6 # Make a detail analysis Ability choose Motivation whom to invite Opportunity
- 156. ep St 6 # Make a detail analysis Take your customer journey/behavior chain/screen flow/…, ask at each step: What is the relevant action? Is this the right moment? Are there unmet preconditions, better moments? What is de/motivating, en/disabling, cueing? Ideate for each step if necessary
- 157. ep St 7 # Map a journey over time
- 158.
- 159. e Path Designing changeover time, step by step Maintenance http://www.flickr.com/photos/grumbler/5631948705/sizes/o/in/photostream/
- 160. »It takes anaverage 66 days to form a new habit.« Phillippa Lally et al. how are habits formed (2009) http://www.ucl.ac.uk/news/news-articles/0908/09080401
- 161. Coda Persuasive Design The MAO Model 5 1 3 2 4 The Problem The Method
- 162. #1 way kea Ta A ion is me , emergent, situated http://www.flickr.com/photos/grumbler/5631948705/sizes/o/in/photostream/
- 163. ange starts withunderstandin the problem Designed by Sebastian Deterding/coding conduct p. 1 Key drivers Behavior Key obstacles Licensed under cb Ability Ability Ability Self-e cacy Mindfulness/grit Obstacles Knowlegde/skill/usability Drivers Habits Resources Social support Motivation Motivation Motivation Motivation Ability Opportunity Analysis Awareness Attitudes/emotions Obstacles Goals Drivers Motivations Fears Social norms Opportune Moments Biography Service lifecycle Routines Service episode #2 way ea k Ta
- 164. »These are twotypes 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.« Paul Watzlawick et al. change (1974: 10-11)
- 165. #2 tion es qu Dou you build crutches …
- 167. … if youcould build ladders?
- 168.
- 169. »The ethical imperative: Actalways so as to increase the number of choices.« Heinz von Foerster on constructing a reality (1973) http://books.google.com/books?id=mAkIVn9d-9kC&lpg=PA211&ots=gpV1PJFU2k&lr&pg=PA214#v=onepage&q&f=false
- 170. #2 tion es qu Do you seek the right change? http://www.guardian.co.uk/sustainable- business/small-painless-behaviour-change
- 171. When discipline isreinforced, revolution cannot fail!
- 172. »(A) person havinga nightmare can do many things in his dream – run, hide, fight, scream, jump off a cliff, etc. – but no change from any one of these behaviours to another would ever terminate that nightmare. ... The only way out of a dream involves a change from dreaming to waking.« Paul Watzlawick et al. change (1974: 10-11)
- 173. Thank You. @dingstweets sebastian@codingconduct.cc codingconduct.cc
- 174. If you likedthis, you will enjoy ... don‘t play games with me! Promises and Pitfalls of Gameful Design
- 175. If you likedthis, you will enjoy ... persuasive design or: The Fine Art of Separating People from their Bad Behaviours
- 176. If you likedthis, you will enjoy ... meaningful play Getting »Gamification« Right
- 177. Some References Ariely, D.(2010). Predictably Irrational: The Hidden Forces that Shape Our Decisions. New York: Harper Perennial. j.mp/yy6kX9 Benkler, Y. (2011). The Penguin and the Leviathan: How Cooperation Trumps Over Self- Interest. London: Penguin. j.mp/zzGQH7 Brooks, D. (2012). The Social Animal: The Hidden Sources of Love, Character, and Achievement. New York: Random House. j.mp/zpcc8O Christakis, N.A. & Fowler, J.H. (2009). Connected: The Suprising Power of Our Social Networks and How They Change Our Lives. New York: Litle, Brown and Company. j.mp/ wcgnW2 Damasio, A. (2005). Descarte‘s Error. Emotion, Reason, and the Human Brain. London: Penguin. j.mp/y9GTQ1 Fogg, B.J. (2009). A behavior model for persuasive design. Proceedings of the 4th International Conference on Persuasive Technology. j.mp/yRQB7R Grist, M. (2010). STEER: Mastering Our Behaviour Through Instinct, Environment and Reason. London: The RSA. j.mp/wjKcV1 Heath, C. & Heath, D. (2010). Switch: How to Change When Change is Hard. New York: Broadway Books. j.mp/zPVnde
- 178. More References Kahnemann, D.(2011). Thinking, fast and slow. New York: Farrar, Straus & Giroux. j.mp/ ymB3rc Michie, S., van Starlen, M.M. & West, R. (2011). The behaviour change wheel: A new method for characterising and designing behaviour change interventions. Implementation Science 6,42. j.mp/zkHz5p Ölander, F. & Thogersen, J. (1995). Understanding of consumer behaviour as a prerequisite for environmental protection. Journal of Consumer Policy 18,4, 345-385. Pink, D. (2009). Drive: The Surprising Truth About What Motivates Us. London: Penguin. j.mp/AimHXS Rowson, J. (2011). Transforming Behaviour Change: Beyond Nudge and Neuromania. London: The RSA. j.mp/x8Sjl1 Thaler, R.H. & Sunstein, C. (2008). Nudge: Improving Decisions About Health, Wealth, and Happiness. London: Penguin. j.mp/ytZGZl Watzlawick, P., Weakland, J. & Fish, M.D. (1974). Change. Principles of Problem Formation and Problem Resolution. W.W. Norton: New York. j.mp/zQMCIP
- 179. Even More References TheChocolate Machine: Kehr, F., Hassenzahl, M., Laschke, M., & Diefenbach, S. (2012). A transformational product to improve self-control strength: the Chocolate Machine. Proc. of the SIGCHI conference on Human factors in computing systems. Motivation and Emotion: Reeve, J. (2009). Understanding Motivation and Emotion, 5th. Ed. Hoboken; John Wiley. j.mp/xa11sp Implementation Intentions: Gollwitzer,P. M. (1999). Implementation Intentions: Strong Effects of Simple Plans. American Psychologist 54,7. j.mp/ysqlDb Willpower is depleted and trainable: Baumeister, R.; J. Tierny (2011). Willpower: Rediscovering the Greatest Human Strength. New York: Penguin. j.mp/yTXL97. Mindfulness and smoking cessation: Brewer, J.A. et. al. (2011). Mindfulness training for smoking cessation: results from a randomized controlled trial. Drug and Alcohol Dependence 119,1-2. http://j.mp/y81CRX Everyday willpower: Hofmann, W., Baumeister, R. F., Förster, G. & Vohs, K. D. (2012). Everyday temptations: An experience sampling study of desire, conflict, and self-control. Journal of Personality and Social Psychology, online first. j.mp/wRA74g
- 180. Image credits Most imagesare cc-licensed images taken from flickr. In those cases, attribution and link to the original photo are given on the respective slide. All Mao posters are from the excellent maopost.com. »Daddy, drink two glasses of water first« image of Android app is © Rajat Paharia and used with kind permission. »Increasing motivation, removing friction« illustration is taken from Stephen Anderson‘s presentation The Art and Science of Seductive Interactions and used with kind permission.
- 181. Find the template online at http://j.mp/ maomodel