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Using Goals to Create Behavior Change
This document outlines principles for effective goal-setting programs to motivate behavior change. It discusses targeting the right users, either high-risk consumers just starting a behavior change or healthy strivers looking to optimize further. Goals should harness intrinsic motivation through a sense of purpose and mastery. Goals also need to be achievable but challenging. Focusing users with a primary and secondary goal increases likelihood of completion. Creating commitment involves giving users autonomy in selecting goals and establishing trust in the source of recommendations. Sharing goals and progress socially further increases motivation and accountability.
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Using Goals to Create Behavior Change
- 1. Using Goals to CreateBehavior Change! W E L C O M E T O
- 2. 2!page© Medullan Inc. 2!page© Medullan Inc. 2!page© Medullan Inc. Tracking Social Goals Badges Points Lots of different techniques, but actually changing behavior is difficult. Education Incentives
- 3. 3!page© Medullan Inc. 3!page© Medullan Inc. 3!page© Medullan Inc. Goals Noom CoachRunkeeper Omada Health Fitbit = Motivation + Focus + Persistence
- 4. 4!page© Medullan Inc. 4!page© Medullan Inc. 4!page© Medullan Inc. Why do so many goal programs fail to change behavior? Missed audience opportunities One-size-fits-all goals and rewards Over reliance on incentives Fail to inspire long term change Don’t effectively leverage social
- 5. 5!page© Medullan Inc. 5!page© Medullan Inc. 5!page© Medullan Inc. that will motivate your members to change behavior Principles of Effective Goals
- 6. 6!page© Medullan Inc. 6!page© Medullan Inc. 6!page© Medullan Inc. Target the Right Users Not all goal setters are the same… " understand which type you’re designing for. PRINCIPLE 1:! High Risk Consumers Healthy Strivers
- 7. 7!page© Medullan Inc. 7!page© Medullan Inc. 7!page© Medullan Inc. High-Risk Consumers • Need to make a change • External trigger has initiated motivation • May be new to fitness • Doubts their ability so they need confidence • Need more hand holding " and education Fitbit PRINCIPLE 1: TARGET THE RIGHT USERS!
- 8. 8!page© Medullan Inc. 8!page© Medullan Inc. 8!page© Medullan Inc. Healthy Strivers • Wants to optimize their health • Established behaviors highly tuned into their limits • Already has a strong knowledge base • Typically more digitally savvy • Highly intrinsically motivated PRINCIPLE 1: TARGET THE RIGHT USERS! Strava
- 9. 9!page© Medullan Inc. 9!page© Medullan Inc. 9!page© Medullan Inc. Harness Your Users Intrinsic Motivation Too many goal programs programs rely exclusively on extrinsic rewards PRINCIPLE 2:!
- 10. 10!page© Medullan Inc. 10!page© Medullan Inc. 10!page© Medullan Inc. Intrinsic Motivation to Create Lasting Engagement • Reinforce the “why” behind their goal • Progress is motivating (breaking longer term goals into small accomplishments which create a sense of mastery) • When necessary fill motivational gaps with extrinsic rewards PRINCIPLE 2: HARNESS YOUR USER’S INTRISIC MOTIVATION! Ariely: When individuals perceive meaning, no matter how small they work with less incentives
- 11. 11!page© Medullan Inc. 11!page© Medullan Inc. 11!page© Medullan Inc. Achievable, but challenging goals create more engagement PRINCIPLE 3: ! Couch25K
- 12. 12!page© Medullan Inc. 12!page© Medullan Inc. 12!page© Medullan Inc. Offering users a limited set of goals helps them focus and increases likelihood of completion. Primary Goal! Ex:Consume fewer calories Secondary Goal! Ex: Gym 4X / week PRINCIPLE 4: !
- 13. 13!page© Medullan Inc. 13!page© Medullan Inc. 13!page© Medullan Inc. Create Commitment to Goals • Sustained effort towards goals can become tough so we need " to help users build commitment. • Two factors that increase people’s likelihood of sticking with goals. – Autonomy in selecting the goal – Trust in the source of the goal recommend PRINCIPLE 5: !
- 14. 14!page© Medullan Inc. 14!page© Medullan Inc. 14!page© Medullan Inc. Runkeeper’s Goal Coach recommends goals based on data that you provide it about your priorities Offering users a sense of meaningful choice improves accountability and investment PRINCIPLE 5: CREATE COMMITMENT TO GOALS!
- 15. 15!page© Medullan Inc. 15!page© Medullan Inc. 15!page© Medullan Inc. Trust in the source of recommendations improves commitment • Display expertise behind recommendation • Show data that supports recommended goal • Show how personal needs influenced recommendation PRINCIPLE 5: CREATE COMMITMENT TO GOALS! Headspace, a digital mindfulness platform, emphasizes research behind daily meditation
- 16. 16!page© Medullan Inc. 16!page© Medullan Inc. 16!page© Medullan Inc. Sharing goals and progress towards them increases motivation accountability PRINCIPLE 6: CREATE COMMITMENT TO GOALS!
- 17. 17!page© Medullan Inc. 17!page© Medullan Inc. 17!page© Medullan Inc. Conclusion Target Motivate Achievable Focus Commitment Social
- 18. Rob Gifford Thank You Manager,User Experience rgifford@medullan.com @rgiffs