design psychology: motivate your user

Design Psychology: Motivate Your User

AMY BUCHER, Ph.D.amy.bucher@gmail.com

• Psychology & motivation

• Fogg behavior model

• Self-determination theory

– Competence

– Autonomy

– Relatedness

• Additional considerations

Amy Bucher, Ph.D. (amy.bucher@gmail.com)

Agenda

“It’s not that I’m lazy, it’s that I just don’t care.”

Types of Motivation: Self Determination Theory

AutonomousControlled

Adapted from Segar & Hall (2011) Source: Ryan & Deci (2000)

Types of Motivation: Self Determination Theory

AutonomousControlled

More likely to engage in and sustain behavior change

Adapted from Segar & Hall (2011) Source: Ryan & Deci (2000)

FOGG BEHAVIOR MODEL

Know Before You Go

GREENDo a new behavior

BLUEDo a familiar

behavior

PURPLEIncrease

duration or intensity

GRAYDecrease a

behavior one time

BLACKStop doing a

behavior

DotBehavior is done

at one time

GREEN DOTDo a new

behavior one time

BLUE DOTDo a familiar behavior one

PURPLE DOTIncrease a

behavior one time

GRAY DOTDecrease a

behavior one time

BLACK DOTStop doing a behavior one

SpanBehavior has a

duration

GREEN SPANDo a new

behavior for a span

BLUE SPANDo a familiar behavior for a

PURPLE SPANIncrease a

behavior for a span

GRAY SPANDecrease a

behavior for a span

BLACK SPANStop doing a

behavior for a span

PathBehavior is done

from now on

GREEN PATHDo a new

behavior from now on

BLUE PATHDo a familiar behavior from

now on

PURPLE PATHIncrease a

GRAY PATHDecrease a

BLACK PATHStop doing a

Fogg Behavior Grid

Fogg Behavior Model

What does this explain really well?

SELF-‐DETERMINATION THEORY

Self-Efficacy

Social Learning

Hierarchy of Needs

Self-Determination Theory (SDT): Antecedents of Motivation

Motivation

Application of SDT

Adapted from Scott Rigby

Amy Bucher, Ph.D. (amy.bucher@gmail.com)How vs. What

Help people feel they have control

PERCEIVED AUTONOMY

Pandora.comAmy Bucher, Ph.D. (amy.bucher@gmail.com)

WeightWatchers.comAmy Bucher, Ph.D. (amy.bucher@gmail.com)

Lunch Builder Cheat Sheet

Constrained Choice

PERCEIVED COMPETENCE

Opower.com1.4 – 3.3% energy use reduction per household (Alcott, 2011)

Untappd

Fitocracy

$26Million

in first year1

1. http://news.starbucks.com/article_display.cfm?article_id=598, retrived October 1, 2012

J&J Digital Health Scorecard http://www.digitalhealthscorecard.com/?sf7635864=1

http://duolingo.com/#/effectiveness-study

34 Hours of Duolingo 1 University Semester

PERCEIVED RELATEDNESS

Weizenbaum, J. (1966). ELIZA—A computer program for the study of natural language communication between man and machine. Communications of the

ACM, 9(1), 36-45.

Human: My boyfriend made me come here.

ACM, 9(1), 36-45.

ELIZA: Your boyfriend made you come here?

ACM, 9(1), 36-45.

Human: He says I’m depressed.

ACM, 9(1), 36-45.

ELIZA: I’m sorry to hear you are depressed.

ACM, 9(1), 36-45.

Human: It’s true. I’m unhappy.

ACM, 9(1), 36-45.

Human: It’s true. I’m unhappy.

ELIZA: Do you think talking to me will help you not be unhappy?

ACM, 9(1), 36-45.

ALSO CONSIDER . . .

The basic principles of Self-Determination Theory

operate universally . . . With some unique cultural twists

Failure is learning.

Make it safe.Amy Bucher, Ph.D. (amy.bucher@gmail.com)

Beautiful Design Matters!

Despite the success of Pong,

Glued to Games, by Scott Rigby and Richard Ryan

selfdeterminationtheory.org > links to academic papers, researchStanford University Persuasive Technology Lab (http://captology.stanford.edu/)

I also like:

•Influence: The Psychology of Persuasion, by Robert Cialdini•Willpower, by Roy Baumeister and John Tierney•The Power of Habit: Why We Do What We Do in Life and in Business, by Charles Duhigg

From this presentation:

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