Presentation given at Interaction'12, February 3, 2012, Dublin, Ireland. Interest in persuasive design for behavior change has been growing rapidly in interaction design in the past years. In part thanks to that, we as designers now have ample tools and pattern libraries to inspire us. What we are lacking, however, are focus and guidance in applying them. Usually, we get those from user research. But current research methods and deliverables arguably do not provide ready springboards.
This presentation demonstrates how to use the Motivation Ability Opportunity (MAO) model as a tool to structure user research around a single behavior to be changed, and to guide subsequent design in prioritizing issues to tackle and ideating ways to tackle them.
The Brand in the Boardroom: Making the case for investment in brand by Joanna...Ogilvy
The Red Papers represent the marquee thought leadership from the Ogilvy & Mather network. Research into effectiveness shows that the more we tie individual marketing and advertising efforts to hard measures, the better that advertising performs. That is true on the much larger scale of the brand itself.
It has been challenging, however, to measure the real impact of a brand. Past brand assessments have been limited by an accounting bias and reflexive secrecy about methodology. There is a better way, described here, which has the potential to transform marketing.
The vision of Brand Valuation set forth in this paper can help us all make a better case for investment in brand even as it links our brand strategies to measurable financial outcomes—shareholder value included. That makes a powerful argument for introducing the brand into the boardroom conversation, where it can have a meaningful impact on the health of the whole enterprise.
Meet Generation Z Forget everything you learned about Millennials produced by...Paulo Ratinecas
Excelente estudo sobre o comportamento da nova geração. “Meet Generation Z: Forget everything you learned about Millennials,” produced by New York City advertising agency Sparks & Honey.
Learn the 12 brand archetypes and why you need to pick one for your brand. Is your brand a magician, or a lover? An outlaw, or an explorer? Building around an archetype can make your brand more memorable.
The Brand in the Boardroom: Making the case for investment in brand by Joanna...Ogilvy
The Red Papers represent the marquee thought leadership from the Ogilvy & Mather network. Research into effectiveness shows that the more we tie individual marketing and advertising efforts to hard measures, the better that advertising performs. That is true on the much larger scale of the brand itself.
It has been challenging, however, to measure the real impact of a brand. Past brand assessments have been limited by an accounting bias and reflexive secrecy about methodology. There is a better way, described here, which has the potential to transform marketing.
The vision of Brand Valuation set forth in this paper can help us all make a better case for investment in brand even as it links our brand strategies to measurable financial outcomes—shareholder value included. That makes a powerful argument for introducing the brand into the boardroom conversation, where it can have a meaningful impact on the health of the whole enterprise.
Meet Generation Z Forget everything you learned about Millennials produced by...Paulo Ratinecas
Excelente estudo sobre o comportamento da nova geração. “Meet Generation Z: Forget everything you learned about Millennials,” produced by New York City advertising agency Sparks & Honey.
Learn the 12 brand archetypes and why you need to pick one for your brand. Is your brand a magician, or a lover? An outlaw, or an explorer? Building around an archetype can make your brand more memorable.
Steal This Idea: The Originality Scale / By Marty NeumeierLiquid Agency
In an age of nonstop innovation, companies and individuals with original ideas have a distinct advantage over those who don’t. Why? Because original ideas are at the heart of innovation, differentiation, and brand transformation. The Originality Scale is a simple way to categorize your ideas according to the knowledge and imagination that informs them.
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
This is a fantastic presentation from Marty Neumeier from his book Zag. If you are short of time skip to slides 63 - 68 to see the evolution from marketing to branding. Love it.
This is an excerpt from the book ZAG: The #1 Strategy of High-Performance Brands by Marty Neumeier
Build your brand from the inside out. www.neutronllc.com
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
This was a presentation that I gave back in April. Since then we have done more advanced Transmedia work and I hope to share that case study soon when we get the full results. Sorry it took so long to upload this.
THE BRAND GAP is the first book to present a unified theory of brand-building. Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a “charismatic brand”—a brand that customers feel is essential to their lives. In an entertaining two-hour read you’ll learn:
• the new definition of brand
• the five essential disciplines of brand-building
• how branding is changing the dynamics of competition
• the three most powerful questions to ask about any brand
• why collaboration is the key to brand-building
• how design determines a customer’s experience
• how to test brand concepts quickly and cheaply
• the importance of managing brands from the inside
Planning Hype - Engineering hype before a product launchJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
The following is a guide for how to create excitement around a product before it has launched.
This is critical for how to market music, movies and games where the first-week window is critical.
The presentation was created by Julian Cole and Melissa Pepers.
Steal This Idea: The Originality Scale / By Marty NeumeierLiquid Agency
In an age of nonstop innovation, companies and individuals with original ideas have a distinct advantage over those who don’t. Why? Because original ideas are at the heart of innovation, differentiation, and brand transformation. The Originality Scale is a simple way to categorize your ideas according to the knowledge and imagination that informs them.
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
This is a fantastic presentation from Marty Neumeier from his book Zag. If you are short of time skip to slides 63 - 68 to see the evolution from marketing to branding. Love it.
This is an excerpt from the book ZAG: The #1 Strategy of High-Performance Brands by Marty Neumeier
Build your brand from the inside out. www.neutronllc.com
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
This was a presentation that I gave back in April. Since then we have done more advanced Transmedia work and I hope to share that case study soon when we get the full results. Sorry it took so long to upload this.
THE BRAND GAP is the first book to present a unified theory of brand-building. Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a “charismatic brand”—a brand that customers feel is essential to their lives. In an entertaining two-hour read you’ll learn:
• the new definition of brand
• the five essential disciplines of brand-building
• how branding is changing the dynamics of competition
• the three most powerful questions to ask about any brand
• why collaboration is the key to brand-building
• how design determines a customer’s experience
• how to test brand concepts quickly and cheaply
• the importance of managing brands from the inside
Planning Hype - Engineering hype before a product launchJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
The following is a guide for how to create excitement around a product before it has launched.
This is critical for how to market music, movies and games where the first-week window is critical.
The presentation was created by Julian Cole and Melissa Pepers.
ACR128 Dualboost Contact and Contactless Smart Card Reader - product presentation by Advanced Card Systems Ltd. Feel free to visit www.acs.com.hk or www.acr128.com
NXP MIFARE Webinar: Secure Closed Loop Payments In An Open Environment NXP MIFARE Team
This webinar shows you how you can use NXP's innovative MIFARE Plus and MIFARE DESFire products for secure closed loop payments in multi-vendor systems.
Mobifyer - Creating Deeper Mobile Relationships. Mobifyer offers Mobile Contactless, RFID, and NFC products and resources to help you engage customers with style and function. We offer mobile eGrips with contactless, mobile skins, and Bluetooth to NFC devices with strategy, development, planning, and busines development.
NXP MIFARE Webinar: Introduce The Future In Your Today's System- How To Ensur...NXP MIFARE Team
Discover how you can realize a smooth system migration of your contactless smart card system to a higher security level, including the benefits of using MIFARE Plus products.
ACR122L is a plug-and-play device that does not require any driver installation. It is a serial interface NFC contactless reader with LCD developed based on the 13.56 MHz RFID technology and the ISO/IEC 18092 NFC standard, and supports ISO 14443 Type A and B cards, Mifare, and all four types of NFC tags.
Download the Official Version of this Document from the UTTIPEC Website at the Link below:
http://uttipec.nic.in/StreetGuidelines-R1-Feb2011-UTTPEC-DDA.pdf
5 Ways Organizations Get eLearning WrongJohn Schulz
I delivered this presentation at the 2009 Chicago eLearning & Technology Showcase.
The issues were identified through an informal survey posted to several social networks. Participants were asked to identify one way their organization got elearning wrong - that is, to identify one 'thing' that threatened the success of elearning deployment within their organization.
Many of the responses were rather tactical - the specific way a particular course was designed, the particular tool used, etc. All of the responses, however, pointed to one of five strategic issues. Those are explored here, and were supported by research/comments from a number of industry sources.
This presentation really calls for a slidecast, as the presentation was designed to be very conversational. As a result, the slides are somewhat thin on text. Until a slide cast can be created, please feel free to write me with questions.
Again, many of the ideas represented here are not original thought. I try to reference these sources on the slides as appropriate. Please let me know if I missed someone.
Agile 2012 - An Agile Adoption and Transformation Survival GuideMichael Sahota
This survival guide (based on book) will provide you with essential mental models and a framework to navigate safely through the treacherous jungle of Agile adoption and transformation.
As much of the Agile adoption failure is a result of not understanding organizational culture, you will learn how to use the Schneider model to assess your organization.
Behaviour change is the measurable outcome of good UX design. Here's a review of a few design techniques and processes to help UX designers to create sustainable behaviour change.
Visual analysis of a post by Om Malik - http://gigaom.com/2011/02/10/corporate-dna/
The three main elements can be distilled down to: person to person, which frames and gain permission to talk about business to business, and a call to action at the end. Wouldn't you want to elicit the same kind of visceral response when customers read your content as you get from his post?
Failure is not an option, or, why you need to ask 'Why?" more often.Alessandro Galetto
We should answer a simple question: "Why companies are built and managed in the way we know?".
In this presentation I will give my answer from an historic, scientific and economic perspective, and, at the same, I will try to show why other models are possible.
Different organisational models are not only possible, but needed when the current models are causing so much pain in modern companies.
We need to reinvent the way company works as well as we must reinvent the definition of career in the 21st century.
We have so many tools and the higher amount of technology that we can use to shape the future of our companies. Which is the reason why we are not doing anything about it?
Even if the presentation is definitely focused on the Italian market it contains elements and ideas that have a broader ranged of applicability.
And, as always, it's not too serious.
I used this presentation for my talk at the Better Software 2013 conference in Florence.
Agile Culture and Adoption Survival Guide @ Agile New EnglandMichael Sahota
Culture is critical for understanding how to succeed with Agile. We will explore culture and how Agile impacts organizations. In this session, you will learn the Schneider culture model and how it can be applied to make changes that align with your organization's culture. We will also explore Agile adoption and transformation approaches in the context of culture.
Please contact me if you would like PPT.
CMA Creative Educator "Design Thinking" prezo, Oct 15, 2010Christian Long
Presentation looking at "design thinking" methodologies at the "Creative Educator" summit sponsored by the Columbus Museum of Art (OH) during the soft-launch of the "Center for Creativity".
Social Ideas: mUmBRELLA and TCO Social Media AcademyTCO
A presentation that explores the creation & planning of a specific Social Idea that harnesses owned & shared media to earn its own media! This will be useful to help understand how to plan & use tactical social media activities to gain awareness of your brand / business activities.
Your Culture will Eat your Agile Strategy for BreakfastMichael Sahota
Struggling with Agile? Frustrated that people don’t really get it? Tired of fighting with organizational bureaucracy? Wondering how you could have been more successful?
We provide a set of essential thinking tools for understanding Agile adoption and transformation so that your change effort avoids becoming another statistic. In particular, you will learn how to use culture to work more effectively with your organization.
It is called a survival guide since so many people have found the concepts to be invaluable in understanding their experiences when working with Agile.
This presentation includes:
Identification of causes of the widespread Agile adoption failure
A model for understanding Agile, Kanban, and Software Craftsmanship cultures
An outline of key adoption and transformation approaches
A framework to help guide when to use these these approaches with your organization
Agile Comes to You - keynote presentation, June 19, 2012.
If you would like the slides for use under creative commons licence, please ask me.
Global Leaders for Innovation and Knowledge Program (GLIK)
GLIK2017F MF-504 Capstone Project (March 2nd)
2018.3.2 @ Chuo University, Fujitsu-JAIMS Foundation
Gamification in health behaviour change produces muddled results. Why? Because game design elements, behaviour change techniques, etc. are too decontextualised and underspecified to guide design implementation. Talk at the CBC 2018 conference "Behaviour Change for Health: Digital & Beyond", February 21, 2018, London.
City Games: Up and Down and Sideways on the Ladder of AbstractionSebastian Deterding
Like games and everyday life, games and cities have been intersecting in two primary ways: modelling the city in an abstract view from above, with planning games and urban simulations, and transforming people's everyday urban experiences and behaviors with playful interventions on the ground. Neither one, this talk argues, has been particularly successful in creating lasting improvements in citizen's well being. To accomplish this, we need to take game design seriously and look sideways at the messy middle between map and territory, the processes in which one is translated into the other (or not). My keynote at ISAGA 2017 in Delft, NL, July 10, 2017.
Experience design is not about shiny new digital technology - apps, touch screens, games, beacons, the works. It is a different perspective on exhibition and museum design, and a different process as a result. My talk at the Museum Association's 2017 Moving on Up event in Edinburg, February 28, 2017.
It's the Autonomy, Stupid: Autonomy Experiences Between Playful Work and Work...Sebastian Deterding
A core tenet of traditional play theories is that play is voluntary. This view has been troubled by recent empirical phenomena of "instrumental play" and "playbour": instances where play is mandatory, has serious consequences attached or is done as gainful labour, such as goldfarming. Similarly, people are increasingly using game design elements in non-game contexts like work to make them more playful and engaging. This talk suggests that the conceptual troubles of playbour and gamification can be resolved by focusing on autonomy as a psychological state: how much autonomy people experience informs whether they understand and a label an activity as "work(-like)" or "play(ful)". Drawing on a qualitative interview study with participants engaging in instrumental play, the talk will tease out how social and material features of gaming and work situations support and thwart autonomy experience and thus, their understanding as "work" or "play."
The Great Escape from the Prison House of Language: Games, Production Studies...Sebastian Deterding
My talk at the DiGRA/FDG 2016 "Why production studies? Why now?" panel, asking how production studies can answer to basic cultural and hermeneutic questions.
Progress Wars: Idle Games and the Demarcation of "Real Games"Sebastian Deterding
My talk from DiGRA FDG 2016: Analyzing idle games through the theoretical lenses of “game aesthetics” and “boundary work”, I explore how game makers intentionally or unintentionally partake in working the boundaries of “real” games.
Desperately Seeking Theory: Gamification, Theory, and the Promise of a Data/A...Sebastian Deterding
Gamification promises a new, data-driven take at a science of design: establishing what design features cause what psychological and behavioural effects. But to realise this promise, it needs theory.
Can AI do good? at 'offtheCanvas' India HCI preludeAlan Dix
Invited talk at 'offtheCanvas' IndiaHCI prelude, 29th June 2024.
https://www.alandix.com/academic/talks/offtheCanvas-IndiaHCI2024/
The world is being changed fundamentally by AI and we are constantly faced with newspaper headlines about its harmful effects. However, there is also the potential to both ameliorate theses harms and use the new abilities of AI to transform society for the good. Can you make the difference?
Expert Accessory Dwelling Unit (ADU) Drafting ServicesResDraft
Whether you’re looking to create a guest house, a rental unit, or a private retreat, our experienced team will design a space that complements your existing home and maximizes your investment. We provide personalized, comprehensive expert accessory dwelling unit (ADU)drafting solutions tailored to your needs, ensuring a seamless process from concept to completion.
Transforming Brand Perception and Boosting Profitabilityaaryangarg12
In today's digital era, the dynamics of brand perception, consumer behavior, and profitability have been profoundly reshaped by the synergy of branding, social media, and website design. This research paper investigates the transformative power of these elements in influencing how individuals perceive brands and products and how this transformation can be harnessed to drive sales and profitability for businesses.
Through an exploration of brand psychology and consumer behavior, this study sheds light on the intricate ways in which effective branding strategies, strategic social media engagement, and user-centric website design contribute to altering consumers' perceptions. We delve into the principles that underlie successful brand transformations, examining how visual identity, messaging, and storytelling can captivate and resonate with target audiences.
Methodologically, this research employs a comprehensive approach, combining qualitative and quantitative analyses. Real-world case studies illustrate the impact of branding, social media campaigns, and website redesigns on consumer perception, sales figures, and profitability. We assess the various metrics, including brand awareness, customer engagement, conversion rates, and revenue growth, to measure the effectiveness of these strategies.
The results underscore the pivotal role of cohesive branding, social media influence, and website usability in shaping positive brand perceptions, influencing consumer decisions, and ultimately bolstering sales and profitability. This paper provides actionable insights and strategic recommendations for businesses seeking to leverage branding, social media, and website design as potent tools to enhance their market position and financial success.
Hello everyone! I am thrilled to present my latest portfolio on LinkedIn, marking the culmination of my architectural journey thus far. Over the span of five years, I've been fortunate to acquire a wealth of knowledge under the guidance of esteemed professors and industry mentors. From rigorous academic pursuits to practical engagements, each experience has contributed to my growth and refinement as an architecture student. This portfolio not only showcases my projects but also underscores my attention to detail and to innovative architecture as a profession.
Between Filth and Fortune- Urban Cattle Foraging Realities by Devi S Nair, An...Mansi Shah
This study examines cattle rearing in urban and rural settings, focusing on milk production and consumption. By exploring a case in Ahmedabad, it highlights the challenges and processes in dairy farming across different environments, emphasising the need for sustainable practices and the essential role of milk in daily consumption.
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 d workin 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 and material 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
31. what we warn all clients of:
»A solution in search
of a problem«
32. Not
»This might also persuade 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 is me , emergent, situated
http://www.flickr.com/photos/grumbler/5631948705/sizes/o/in/photostream/
51. »Put hot triggers in 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
67. Acknowledge and defuse FUDs
http://misteringo.deviantart.com/art/Bunnies-Scream-Again-79745974
68.
69.
70.
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
83. »With an aesthetic of 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 and willpower
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.
96. »Free choice means having at
least one other way.«
Moshé Feldenkrais
the elusive obvious (1981)
http://www.ucl.ac.uk/news/news-articles/0908/09080401
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
105. Opportunities over time
macro
biography Breakdowns, periods
service lifecycle Steps (one-time/repeat)
routines Month, week, day, ...
service episode User flow, interface
micro
122. What did I want?
http://www.flickr.com/photos/philandpam/1485578432
123. »After surveying the experimental 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)
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 nagging problem
http://people.virginia.edu/~tdw/nisbett&wilson.pdf
133. »Nisbett and Wilson are 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 of self-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
141. Behavior chain: Eating healthy
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
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
159. e Path
Designing change over time,
step by step
Maintenance
http://www.flickr.com/photos/grumbler/5631948705/sizes/o/in/photostream/
160. »It takes an average 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
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 with understandin 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 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.«
Paul Watzlawick et al.
change (1974: 10-11)
169. »The ethical imperative:
Act always 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
172. »(A) person having a 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)
174. If you liked this, you will enjoy ...
don‘t play games with me!
Promises and Pitfalls of Gameful Design
175. If you liked this, you will enjoy ...
persuasive design
or: The Fine Art of Separating People from their Bad
Behaviours
176. If you liked this, 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
The Chocolate 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