using mobile to change behavior v3
TRANSCRIPT
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By Loreanne Garcia
June 2010
Changing Behavior using Mobile
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Simplicity
Motivation(+fun)
Triggers
Change behavior through simplicity, motivation and triggers
Source: (1) The BJ Fogg Behavior Model (II) Conversation with Professor Jennifer Aaker
Cool
Social Acceptance
Pleasure
Reduce barriers
Prompt repeat action
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Mobile Technology has a unique position to persuade
• People already use it, some services are almost inexpensive and its instant
• It can persuade at the right time, at the right place
• You can take advantage of “down time”
Source: “Text Messaging as a Tool for Behavior Change in Disease Prevention and Management” Heather Cole-Lewis; Trace Kershaw
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Mobile technology is being used to increase participation
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Mobile technology is also being used to change behavior
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…. but changing behavior through mobile is not as simple as it looks
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Test: Using mobile to reduce online/offline barrier to engagement
“I’ll go if you go” pilot
• Highly motivated user: “Brides to Be”
• Target sms asking fifteen users to go the gym three times in one week
• Pilot failed: friends too busy, bad timing
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What did I learn?
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Simplicity
Motivation(+fun)
Triggers
Change behavior through simplicity, motivation and triggers
Source: (1) The BJ Fogg Behavior Model (II) Conversation with Professor Jennifer Aaker
Cool
Social Acceptance
Pleasure
•Hard to coordinate schedules•Activity required physical effort
• Gap between offline and offline experience
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• Look for ways to close the gap between the online experience and the offline action
• Design social networks for user-to-user interaction
• Target smaller groups to increase participation and leverage social influence
• Community, competition, public recognition
Social Network and Gaming
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Should have designed social networks for user-to-user interactionUser-to-Product User-to-User
‘Static experience’ ‘Conversation’
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Couple online experience with offline action
Online Experienc
e
Offline Action
Advocate
Donate
Microvolunteer
Volunteer
Ongoing engagemen
t
???
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4 Tags:• 2 Design
Loft• 2 Graduate
School of Business
Target smaller groups: “Unexpected Acts of Good”
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Questions?