Design Psychology: Motivate Your User

•

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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.

Design Technology Business

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

Amy Bucher, Ph.D. (amy.bucher@gmail.com)
“It’s
not
that
I’m
lazy,
it’s
that
I
just
don’t
care.”

Amy Bucher, Ph.D. (amy.bucher@gmail.com)
Types of Motivation: Self Determination Theory
AutonomousControlled
Adapted from Segar & Hall (2011) Source: Ryan & Deci (2000)

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

Amy Bucher, Ph.D. (amy.bucher@gmail.com)
Know Before You Go

Amy Bucher, Ph.D. (amy.bucher@gmail.com)
GREEN
Do a new
behavior
BLUE
Do a familiar
behavior
PURPLE
Increase
duration or
intensity
GRAY
Decrease a
behavior one
time
BLACK
Stop doing a
behavior
Dot
Behavior is done
at one time
GREEN
DOT
Do a new
behavior one
time
BLUE
DOT
Do a familiar
behavior one
time
PURPLE
DOT
Increase a
behavior one
time
GRAY
DOT
Decrease a
behavior one
time
BLACK
DOT
Stop doing a
behavior one
time
Span
Behavior has a
duration
GREEN
SPAN
Do a new
behavior for a
span
BLUE
SPAN
Do a familiar
behavior for a
span
PURPLE
SPAN
Increase a
behavior for a
span
GRAY
SPAN
Decrease a
behavior for a
span
BLACK
SPAN
Stop doing a
behavior for a
span
Path
Behavior is done
from now on
GREEN
PATH
Do a new
behavior from
now on
BLUE
PATH
Do a familiar
behavior from
now on
PURPLE
PATH
Increase a
behavior from
now on
GRAY
PATH
Decrease a
behavior from
now on
BLACK
PATH
Stop doing a
behavior from
now on
Fogg Behavior Grid

Amy Bucher, Ph.D. (amy.bucher@gmail.com)
What does this
explain really well?

Amy Bucher, Ph.D. (amy.bucher@gmail.com)
SELF-‐DETERMINATION
THEORY

Amy Bucher, Ph.D. (amy.bucher@gmail.com)
Self-
Eﬃcacy
Social
Learning
Hierarchy of
Needs

Amy Bucher, Ph.D. (amy.bucher@gmail.com)
Self-Determination Theory (SDT):
Antecedents of Motivation
Motivation

Amy Bucher, Ph.D. (amy.bucher@gmail.com)
Application of SDT
Adapted from Scott Rigby

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

Help people feel they have control
Amy Bucher, Ph.D. (amy.bucher@gmail.com)
PERCEIVED
AUTONOMY

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

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

WeightWatchersAmy Bucher, Ph.D. (amy.bucher@gmail.com)
Lunch Builder
Cheat Sheet

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

Opower.com
1.4 – 3.3% energy use reduction per household (Alcott, 2011)
Amy Bucher, Ph.D. (amy.bucher@gmail.com)

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

Amy Bucher, Ph.D. (amy.bucher@gmail.com)
$26
Million
in ﬁrst year1
1. http://news.starbucks.com/article_display.cfm?article_id=598, retrived October 1, 2012

Amy Bucher, Ph.D. (amy.bucher@gmail.com)
J&J Digital Health Scorecard http://www.digitalhealthscorecard.com/?sf7635864=1

Amy Bucher, Ph.D. (amy.bucher@gmail.com)
http://duolingo.com/#/effectiveness-study
34 Hours of Duolingo 1 University Semester

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

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

The basic principles of Self-
Determination Theory
operate universally . . .With
some unique cultural twists
Amy Bucher, Ph.D. (amy.bucher@gmail.com)

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

Beautiful Design Matters!
Despite the success of Pong,

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

Course Title
Course Title
INSTRUCTOR NAME

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Design Psychology: Motivate Your User

1. Design Psychology: Motivate Your User AMY BUCHER, Ph.D. amy.bucher@gmail.com

2. • Psychology & motivation • Fogg behavior model • Self-determination theory – Competence – Autonomy – Relatedness • Additional considerations Amy Bucher, Ph.D. (amy.bucher@gmail.com) Agenda

3. Amy Bucher, Ph.D. (amy.bucher@gmail.com) “It’s not that I’m lazy, it’s that I just don’t care.”

4. Amy Bucher, Ph.D. (amy.bucher@gmail.com) Types of Motivation: Self Determination Theory AutonomousControlled Adapted from Segar & Hall (2011) Source: Ryan & Deci (2000)

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

6. Amy Bucher, Ph.D. (amy.bucher@gmail.com) FOGG BEHAVIOR MODEL

7. Amy Bucher, Ph.D. (amy.bucher@gmail.com) Know Before You Go

8. Amy Bucher, Ph.D. (amy.bucher@gmail.com) GREEN Do a new behavior BLUE Do a familiar behavior PURPLE Increase duration or intensity GRAY Decrease a behavior one time BLACK Stop doing a behavior Dot Behavior is done at one time GREEN DOT Do a new behavior one time BLUE DOT Do a familiar behavior one time PURPLE DOT Increase a behavior one time GRAY DOT Decrease a behavior one time BLACK DOT Stop doing a behavior one time Span Behavior has a duration GREEN SPAN Do a new behavior for a span BLUE SPAN Do a familiar behavior for a span PURPLE SPAN Increase a behavior for a span GRAY SPAN Decrease a behavior for a span BLACK SPAN Stop doing a behavior for a span Path Behavior is done from now on GREEN PATH Do a new behavior from now on BLUE PATH Do a familiar behavior from now on PURPLE PATH Increase a behavior from now on GRAY PATH Decrease a behavior from now on BLACK PATH Stop doing a behavior from now on Fogg Behavior Grid

9. Amy Bucher, Ph.D. (amy.bucher@gmail.com) Fogg Behavior Model

10. Amy Bucher, Ph.D. (amy.bucher@gmail.com) What does this explain really well?

11. Amy Bucher, Ph.D. (amy.bucher@gmail.com) What does this explain really well?

12. Amy Bucher, Ph.D. (amy.bucher@gmail.com) SELF-‐DETERMINATION THEORY

13. Amy Bucher, Ph.D. (amy.bucher@gmail.com) Self- Eﬃcacy Social Learning Hierarchy of Needs

14. Amy Bucher, Ph.D. (amy.bucher@gmail.com) Self-Determination Theory (SDT): Antecedents of Motivation Motivation

15. Amy Bucher, Ph.D. (amy.bucher@gmail.com) Application of SDT Adapted from Scott Rigby

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

17. Help people feel they have control Amy Bucher, Ph.D. (amy.bucher@gmail.com) PERCEIVED AUTONOMY

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

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

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

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

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

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

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

25. WeightWatchersAmy Bucher, Ph.D. (amy.bucher@gmail.com) Lunch Builder Cheat Sheet

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

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

28. Constrained Choice

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

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

31. Opower.com 1.4 – 3.3% energy use reduction per household (Alcott, 2011) Amy Bucher, Ph.D. (amy.bucher@gmail.com)

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

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

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

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

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

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

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

39. Amy Bucher, Ph.D. (amy.bucher@gmail.com) Yelp Untappd Fitocracy

40. Amy Bucher, Ph.D. (amy.bucher@gmail.com) $26 Million in ﬁrst year1 1. http://news.starbucks.com/article_display.cfm?article_id=598, retrived October 1, 2012

41. Amy Bucher, Ph.D. (amy.bucher@gmail.com) J&J Digital Health Scorecard http://www.digitalhealthscorecard.com/?sf7635864=1

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

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

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

45. Amy Bucher, Ph.D. (amy.bucher@gmail.com) http://duolingo.com/#/effectiveness-study 34 Hours of Duolingo 1 University Semester

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

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

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

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

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

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

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

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

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

55. Human: My boyfriend made me come here. Amy Bucher, Ph.D. (amy.bucher@gmail.com) 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

56. Human: My boyfriend made me come here. ELIZA: Your boyfriend made you come here? Amy Bucher, Ph.D. (amy.bucher@gmail.com) 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

57. Human: My boyfriend made me come here. ELIZA: Your boyfriend made you come here? Human: He says I’m depressed. Amy Bucher, Ph.D. (amy.bucher@gmail.com) 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

58. 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. (amy.bucher@gmail.com) 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

59. 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. (amy.bucher@gmail.com) 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

60. 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. (amy.bucher@gmail.com) 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

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

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

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

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

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

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

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

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

69. The basic principles of Self- Determination Theory operate universally . . .With some unique cultural twists Amy Bucher, Ph.D. (amy.bucher@gmail.com)

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

71. Beautiful Design Matters! Despite the success of Pong,

72. Amy Bucher, Ph.D. (amy.bucher@gmail.com) 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: Additional Resources

73. Course Title Course Title INSTRUCTOR NAME

Editor's Notes

FunctionAllows user to choose own actions and activities (autonomy)Is easy and intuitive to use (competence)Offers a sense of “everything I need” (relatedness)ContentExpresses user’s ability to choose path toward a goal (autonomy)Encourages user, celebrates successes, and proposes doable challenges (competence)Expresses concern and care for the user (relatedness)
What does ability really mean? Sometimes it’s truly having the skills, knowledge, or tools; other times, it’s having a resource such as time, patience, or desire.Fogg definition of abilityWillpower
Another way to create a sense of ability or competence is through normative feedback—what others like you are doing.Opower launched a normative feedback program for energy consumption. People participating in the program got a neighborhood report showing how much energy others in the area were using. People who participated ended up using significantly less energy than people who didn’t get the comparison report—about 1.4-3.3% less per measurement period. We also use normative feedback a lot with health related behaviors. For example, did you know that most people who successfully quit smoking have failed about 7 times before? Use of positive/hopeful feedback vs. unrealistic or lofty feedback
Classic Bobo doll experiments (Bandura, 1963)Bandura and observational learningConcern about society becoming more violent due to increasingly graphic video games
Feedback on performance builds competence
The granularity of feedback also matters. Ideally, you want to give a few levels of feedback. Here in Guitar Hero, you see both feedback on each individual action, and cumulative feedback on overall performance over the course of the game
Used in Europe to reduce messes in men’s restrooms
http://nerdapproved.com/misc-weirdness/pee-on-jeff-goldblum/
Leveling up
Math class—sequencing tasks by difficulty/ability led to more motivation and achievement than a traditional, time-based approach
Easiest metaphor to understand autonomy is choose your own adventure
Here’s an example from Mindbloom—users can determine at the outset what parts of their well-being they’d like to work on. And they can change their minds at any point in the program.
More Mindbloom—calendaring, choice of tasks either from pre-written list, or your own options
Pandora
Weight Watchers—choice within a system. Also shows how choice can be set at the larger goal level, and then steps to reach the goal not necessarily as much choice
Game of Life
Kip Williams—research on Ostracism
If you use social media, you must engage
ElizaAnna at IkeaSiriTimothy Bickmore at Northeastern
Amazon—recommends products both based on what you purchased, and on what people like you have bought
Design needs to respond to users, too. When a user does something with the mouse, the site should respond to that.
Autonomy varies the most, especially with respect to the extent that others are included in the sense of self
http://phiez.blogspot.com/2011/05/feeling-like-failure.htmlDon’t connect people’s identities to their task performance.

Design Psychology: Motivate Your User

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Design Psychology: Motivate Your User

Editor's Notes