design psychology: motivate your user
DESCRIPTION
Intelligent.ly class with behavioral psychologist, Amy Bucher. Learn how to apply principles of self-determination theory to product design, UX and marketing. Learn more from the experts by visiting http://intelligent.ly/learn.TRANSCRIPT
Design Psychology: Motivate Your User
AMY BUCHER, [email protected]
• Psychology & motivation
• Fogg behavior model
• Self-determination theory
– Competence
– Autonomy
– Relatedness
• Additional considerations
Amy Bucher, Ph.D. ([email protected])
Agenda
Amy Bucher, Ph.D. ([email protected])
“It’s not that I’m lazy, it’s that I just don’t care.”
Amy Bucher, Ph.D. ([email protected])
Types of Motivation: Self Determination Theory
AutonomousControlled
Adapted from Segar & Hall (2011) Source: Ryan & Deci (2000)
Amy Bucher, Ph.D. ([email protected])
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)
Amy Bucher, Ph.D. ([email protected])
FOGG BEHAVIOR MODEL
Amy Bucher, Ph.D. ([email protected])
Know Before You Go
Amy Bucher, Ph.D. ([email protected])
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
time
PURPLE DOTIncrease a
behavior one time
GRAY DOTDecrease a
behavior one time
BLACK DOTStop doing a behavior one
time
SpanBehavior has a
duration
GREEN SPANDo a new
behavior for a span
BLUE SPANDo a familiar behavior for a
span
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
behavior from now on
GRAY PATHDecrease a
behavior from now on
BLACK PATHStop doing a
behavior from now on
Fogg Behavior Grid
Amy Bucher, Ph.D. ([email protected])
Fogg Behavior Model
Amy Bucher, Ph.D. ([email protected])
What does this explain really well?
Amy Bucher, Ph.D. ([email protected])
What does this explain really well?
Amy Bucher, Ph.D. ([email protected])
SELF-‐DETERMINATION THEORY
Amy Bucher, Ph.D. ([email protected])
Self-Determination Theory (SDT): Antecedents of Motivation
Motivation
Amy Bucher, Ph.D. ([email protected])How vs. What
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Pandora.comAmy Bucher, Ph.D. ([email protected])
WeightWatchers.comAmy Bucher, Ph.D. ([email protected])
Lunch Builder Cheat Sheet
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Constrained Choice
Amy Bucher, Ph.D. ([email protected])
PERCEIVED COMPETENCE
Amy Bucher, Ph.D. ([email protected])
Opower.com1.4 – 3.3% energy use reduction per household (Alcott, 2011)
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
$26Million
in first year1
1. http://news.starbucks.com/article_display.cfm?article_id=598, retrived October 1, 2012
Amy Bucher, Ph.D. ([email protected])
J&J Digital Health Scorecard http://www.digitalhealthscorecard.com/?sf7635864=1
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
http://duolingo.com/#/effectiveness-study
34 Hours of Duolingo 1 University Semester
Amy Bucher, Ph.D. ([email protected])
PERCEIVED RELATEDNESS
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
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.
ELIZA
Human: My boyfriend made me come here.
Amy Bucher, Ph.D. ([email protected])
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.
ELIZA
Human: My boyfriend made me come here.
ELIZA: Your boyfriend made you come here?
Amy Bucher, Ph.D. ([email protected])
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.
ELIZA
Human: My boyfriend made me come here.
ELIZA: Your boyfriend made you come here?
Human: He says I’m depressed.
Amy Bucher, Ph.D. ([email protected])
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.
ELIZA
Human: My boyfriend made me come here.
ELIZA: Your boyfriend made you come here?
Human: He says I’m depressed.
ELIZA: I’m sorry to hear you are depressed.
Amy Bucher, Ph.D. ([email protected])
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.
ELIZA
Human: My boyfriend made me come here.
ELIZA: Your boyfriend made you come here?
Human: He says I’m depressed.
ELIZA: I’m sorry to hear you are depressed.
Human: It’s true. I’m unhappy.
Amy Bucher, Ph.D. ([email protected])
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.
ELIZA
Human: My boyfriend made me come here.
ELIZA: Your boyfriend made you come here?
Human: He says I’m depressed.
ELIZA: I’m sorry to hear you are depressed.
Human: It’s true. I’m unhappy.
ELIZA: Do you think talking to me will help you not be unhappy?
Amy Bucher, Ph.D. ([email protected])
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.
ELIZA
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
ALSO CONSIDER . . .
The basic principles of Self-Determination Theory
operate universally . . . With some unique cultural twists
Amy Bucher, Ph.D. ([email protected])
Failure is learning.
Make it safe.Amy Bucher, Ph.D. ([email protected])
Beautiful Design Matters!
Despite the success of Pong,
Amy Bucher, Ph.D. ([email protected])
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:
Additional Resources