Download - UXPA Boston 2014 Presentation: Motivate Your User Through Design Psychology

Design Psychology: Motivate Your Users

Amy Bucher, [email protected]

@ab_phd

Amy Bucher, Ph.D. ([email protected])

mailto:[email protected]


Agenda

• Self-determination theory: Overview• Competence: Helping people grow• Autonomy: Helping people choose• Relatedness: Helping people connect• Tying it all together


Self-Determination TheoryOverview



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


Self-Efficacy Social Learning

Hierarchy of Needs


Types of Motivation: Self Determination Theory

AutonomousControlled

More likely to sustain behavior change

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


Self-Determination Theory (SDT): Antecedents of Motivation

Motivation


Applying Self-Determination Theory

Adapted from Scott Rigby

Perceived AutonomyHelp people feel they have control


Pandora.comAmy Bucher, Ph.D. ([email protected])

WeightWatchers.comAmy Bucher, Ph.D. ([email protected])

Weight Watchers food choice tools

Constrained Choice

Perceived CompetenceHelp people feel they can do it


Ability



2x weight loss in people who track food 6+ days per week vs. people who track less than 11

1. Hollis, J. F. et al. (2008). Weight loss during the intensive intervention phase of the weight-loss maintenance trial. American Journal of Preventative Medicine, 32(5), 118-126.

2. Kruger, J., Blanck, H. M., & Gillespie, C. (2006). Dietary and physical activity behaviors among adults successful at weight loss maintenance. International Journal of Behavioral Nutrition and Physical Activity, 3.

3. Bravata, D. M., et al. (2007). Using pedometers to increase physical activity and improve health: A systematic review. Journal of the American Medical Association, 298(19), 2296-2304.

18% of successful dieters kept a calorie diary, vs. 8% of unsuccessful dieters2

People using pedometers keep their

physical activity at 27% above baseline levels3

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



How Video Games Support Competence

Feedback Granularity


You’ve Earned a Badge!



Yelp

Untappd

Fitocracy


$26Million

in first year1

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

http://news.starbucks.com/article_display.cfm?article_id=598


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

http://www.digitalhealthscorecard.com/?sf7635864=1

Does it work?


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

34 Hours of Duolingo 1 University Semester

Perceived RelatednessShow people they’re connected



Sometimes the responses are just acknowledgements . . .


Sometimes the responses are helpful . . .


Sometimes the responses are repetitive . . .


Sometimes the responses are to other brands, not end users . . .

Sometimes the responses are deliberately funny . . .

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?


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.

Design that Responds


Contrast this . . .


With this:


SDT Applied to Beer


Additional Resources


Glued to Games, by Scott Rigby and Richard Ryan

selfdeterminationtheory.org links to academic papers, research

Stanford 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:

http://captology.stanford.edu/

Questions & Discussion


Amy Bucher, [email protected]@ab_phd


Download - UXPA Boston 2014 Presentation: Motivate Your User Through Design Psychology

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