Designing for Behaviour Change

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Dr Anne Hsu's presentation on Behavioural Design to the London Gamifiers Meetup (http://www.meetup.com/gamifiers)

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Designing for Behaviour Change

  1. 1. Designing for Behaviour Change Dr. Anne Hsu School of Electronic Engineering and Computer Science Queen Mary University of London
  2. 2. Fundamental Law of Behaviour
  3. 3. 3 We really just want two things
  4. 4. 4 More good feelings = rewards
  5. 5. 5 Fewer bad feelings = costs
  6. 6. 6 Most actions are choices (conscious or not) Nothing …
  7. 7. 7 action choice value = rewards - costs
  8. 8. 8 Most actions are choices (conscious or not) Nothing … +10 +5 +5 +3-3-5
  9. 9. 9 Most actions are choices (conscious or not) Nothing … +10 +5 +5 +3-3-5
  10. 10. 10 Law of Behavioural Choice • Actions with higher values are chosen • Values change over time and context • Immediate rewards and costs dominate value of action = rewards - costs
  11. 11. 11 Costs: Effort Pain Discomfort Bad emotions Embarrassment Rewards: Recognition Pleasure Comfort Good emotions Internal rewards and costs
  12. 12. 12 To increase a behaviour • Increase rewards • Decrease costs
  13. 13. 13 Fogg's behaviour design model Rewards-Cost Reducing cost of effort Call to action Fogg, http:behaviormodel.org
  14. 14. 14 Designing for needs and motivation Maslow's Hierarchy Physiology (hunger, thirst, sleep, etc.) Safety/Security/Shelter/Health Belongingness/Love/Friendship Self-esteem/Recognition/Achievement Self actualization
  15. 15. 15 Self Determination Theory (Deci) Mastery Autonomy Connection Used in game design Designing for needs and motivation
  16. 16. 16 Behavioural Design Considerations What is the motivational context of my technology? -Rewards and Costs • Life context • Technology context • Different users (segmentation) • As a function of time
  17. 17. 17 Example: Travel site Possible Rewards: -Good deals -Exploration/adventure -Connection to friends and family -Reconnect to self Possible idea for enhancing rewards:
  18. 18. 18 Example: Travel site Possible Rewards: -Good deals -Exploration/adventure -Connection to friends and family -Reconnect to self Possible idea for enhancing rewards: -Connect automatically to photo album, or trip-diary?
  19. 19. 19 Example: Travel site Possible Rewards: -Good deals -Exploration/adventure -Connection to friends and family -Reconnect to self Possible idea for enhancing reward: -Connect automatically to photo album, or trip-diary? User testing very important!
  20. 20. 20 -Clarity and simplicity of user actions -Incremental steps in behaviour -Onboarding in game design Minimize effort
  21. 21. Contact info: Anne Hsu anne.hsu@eecs.qmul.ac.uk

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