HCDI Motivation by Fergus Bisset

HCDI SEMINAR - 8TH DECEMBER 2009

Hello and Welcome!

Towards a convergent model of
motivation in the design

[A WORK IN PROGRESS]

Fergus Bisset

design
research


Who am I?

A design researcher in the School of Engineering and
Design, here at Brunel.


What am I doing?

Working with Mark Young on the

Public Engagement Exhibition
http://www.realdesign.org
http://designmuseum.org/exhibitions/2009/2009-ergonomics-real-design
http://news.bbc.co.uk/1/hi/magazine/8363862.stm


And in my spare time!

Completing a MPhil in Design Research in the School of
Engineering and Design exploring:

‘Intrinsically Motivating Design’


What is design research?

“to seek to make explicit the ideas and methods that are
otherwise implicit in design practice, design education
and design studies.”

(Carnegie Mellon University, 2007)


Which in practice means...

“The development of a concept map, or framework that
seeks to visualise the role of motivation within the
design and use of products, systems and services.”


Why motivation?

“Motivation is the energisation and direction of human
behaviour”
(Reeve, 2005)


Why motivation?

As designers how can we better understand the
energisation and direction of users?

Or encourage users to understand what energises and
directs themselves?


What energises and
The Slide Heading directs this behaviour?

The Slide Content


Is it different from
The Slide Heading what energises & directs this behaviour?

The Slide Content


This insight will hopefully will enable designers...

To design more motivating and engaging products,
systems and services for everyone.

But how does this relate to the aims of design research?

‘Design Thinking - The Next Competitive
Advantage’ (Martin, 2009)

INTUITIVE ANALYTIC
THINKING THINKING
INTRINSIC EXTRINSIC
PROCESSES PROCESSES

100% 100%
VALIDITY RELIABILITY

DESIGN
THINKING
http://www.aiga.org/content.cfm/video-makethink-2009-martin

“intrinsic motivation largely escapes the
traditionally object-centred scienti c research
methods.”
(Krippendorf, 2004)

THEORETICAL EMPIRICAL

INTRINSIC EXTRINSIC
PROCESSES PROCESSES

100% 100%

DESIGN
THINKING

“design thinking is about the
creation of choices”

(Brown, 2009)

THEORIES / PRODUCTS /
IDEAS ARTEFACTS
INTRINSIC EXTRINSIC
‘NEEDS’ ‘DEMANDS’

100% 100%

DESIGN
THINKING

INDIVIDUAL
It’s also about being able to scale your design thinking...

THEORIES PRODUCTS

INTRINSIC EXTRINSIC

SOCIETY

INDIVIDUAL

Martin’s “Knowledge Funnel”

MYSTERY

THEORIES PRODUCTS
HEURISTIC

INTRINSIC ALGORITHM EXTRINSIC

SOCIETY


Suri-IDEO Design Synthesis Model

http://www.dubberly.com/articles/interactions-the-analysis-synthesis-bridge-model.html

of frames + metaphors
drawing on a repertoire
with experience + values
hrough conversations
These models suggest a tidy, linear structure a feedback loop. Several levels of loops may be nested:

d it frames the situation—or selects a metaphor to explain it—
onsiders experience and values.
ch must then be shared with other people.

ection begins as a conversation with oneself.
beginning middle end - a listing of assumptions and a first approximation of a solution
- a primary process for refining the solution
Simple sequences sound manageable, even predictable. - a process for agreeing on the goal of the primary process
They promise tasks we can schedule and budget. That makes - a process for improving the process of agreeing on the goal
HCDI SEMINAR - 8 DECEMBERThis “boot-strapping” process (Engelbart, 1962) is a sign of
2009 TH
them appealing to people who run organizations and worry about
minimizing uncertainty and risk. But the creative process resists
planning; it’s not a recipe, script, or formula. (How could it be?) learning systems and organizations (Argyis + Schön, 1978).
In practice, the process is messy, iterative, and recursive.

Concept Mapping...
The creative process is not just iterative; it’s also recursive.
Framed as a sequence, it’s a plan for achieving a goal It plays out “in the large” and “in the small”—in defining the
ready aim fire broadest goals and concepts and refining the smallest details.
It branches like a tree, and each choice has ramifications,
Yet a first shot doesn’t always hit the target. Achieving a goal which may not be known in advance. Recursion also suggests
may require a few tries; it may require iteration. Iteration is a a procedure that “calls” or includes itself. Many engineers
looping process, using feedback from earlier attempts to define the design process as a recursive function:
converge on a goal. Iteration enables participants to calibrate, discover define design develop deploy
correct mistakes, build on accidents, add and remove detail,
and improve skills through practice. The creative process involves many conversations—about
goals and actions to achieve them—conversations with
The creative process is less like a line and more like a loop: co-creators and colleagues, conversations with oneself.
observe reflect make observe reflect make ... The participants and their language, experience, and values
affect the conversations.
The process need not begin with observing; it may begin
with any step. Boundaries between the steps are not rigid. Conversations about wicked problems especially benefit from—
Each activity continues throughout the process, e.g., and may require—a variety of views. Some of these views
making also involves reflecting and observing. form a habit of engaging (or observing, reflecting, and making)
observe reflect make observe reflect make often called “design thinking.” It might be thought of more
observe reflect make observe reflect make accurately as a set of lenses on design conversations
observe reflect make observe reflect make or creative conversations. These lenses provide perspective
beyond the immediate focus of the conversation or process:
If the goal is clear—if we have agreed on how we define a - attention - understanding - searching
problem, as in a math problem—then solutions may be implied. - openness - integration - envisioning
And we know when to stop. If the goal is less clear, deciding
when to stop requires judgment. The quality of the conversations is largely responsible for
the outcome of the process. The quality of the resulting product
But some problems are “wicked” (Rittel, 1969). Their definition reflects the quality of the creative process—and the curiosity
depends on point of view; participants can always broaden and determination of the participants.
or deepen their understanding and improve their solutions.

to understand
For such problems, starting and stopping are arbitrary and

“By showing everything—the forest and the trees—in a single view,
external to the process. It ends only when we “run out of time,
money, or patience” (energy, will, or gumption).

what people want
how culture is evolving

exp to integrate
The

concepttory
lor maps help people create mental models and clarify
The goal
Ge main is to b

res
ner
ativ task o uild a

ear a
by seeing patterns
by building consensus
e re f g sha
sea ene red
rch rativ und
inte e re ers
res
gen earc
rse sea tand

ch
Exp
cts rch ing
The lorato
ref

reflect
lec is to c of the
The main ry re

thoughts.”
ting om d
+ m e up esire
At goal task earc
f
s
as irst, th is to b of exp h inte
wo e c uild lora rsec
era h aki d
ng. with i situa
dea tion
exp rk
s. .
p ur a to ts tive
rea lorato roce rent s shar ry re obse
ct t e i e s r
o n ry res ds an tuatio d und earch ving +
ew ear d t n m ers
ly c ch he t is to refl

bou
a
rea ma proc y be andin “ma ectin
ted y al e n g p g. ins
art so i ss ite ew; of the the te
ifac nvo rat cur rrai

cha nda
ts o lve es, ren n.”
r “d obs
esi erv
gn i
pro ng ho
t si
tua
tion
.
def ights
ma rac ries
bes w c
.” ons
titu
ent
s cri initi + c
ps ters + is ter ons onc
“We create concept maps to share understanding” + m + su ia + + ep
ode stor es goa hypo ts
ls ies ls the
ses

http://www.dubberly.com/concept-maps

implement
illuminate
incubate
prepare

iterate

rve e
se
k
ess

Some steps essential to the creative In the middle, the process as sequence Once an idea has been hatched and refined,

b
process lie outside its core. may take a detour and iterate in a loop.
a it must still make its way into the world.
Communicating the idea to others
enn
tion

o
Accepting responsibility for the task Many creative people have said and building consensus for adoption
and preparing tend to be one-time, that their best ideas came (illumination) are part of the innovation process
upfront tasks. after putting aside a problem and
m but may lie outside the core creative process.
es

letting it incubate.
ltur
p
n

Passing on responsibility to others—
rnin cu

leaving a legacy—
ho
lea le +
ss

exp ginin
tte
min gy

ima
lne

g

is the final step in the larger process.
g + peop

lain g
t + ener

ireframes
dfu

to
ing the fu
eni er
spe n +

wh ture
list oth
a

tak rking
h re ssio

wit

at i
n

wo
m
c

ketches

ing qui
wit pa

fro

env
t m and m

to s
adv ckly
ith
ting buting

igh

ant +
otypes

t m aking

s
y
ac tri

a
ons tuent
”
ean it t

ge iterat
ow emor
con
w

of a ing
isio

e
i cci e fl e m
sat sti
ang

den

arc
ible

ts

r
h .
ers self
.

in t cl ls
n

oth one
ves ith
vol ion w
h
ly in at


Concept Mapping...

To help visualise my background research and develop a
intrinsic motivation heuristic

Indicating its relationship with established models of
the design and use of products, systems and services.


Concept Mapping...

Put another way...

A framework to help illustrate and communicate the
otherwise ‘intangible’ value of intrinsic motivation.

INDIVIDUAL

“Explaining human
behavior in
all its complexity is a
di cult task. It can be
approached at many
levels,
from concern with
physiological processes
at one extreme to
concentration
on social institutions at
the other.”
(Ajzen, 1991)

SOCIETY

PHYSICAL

AUTONOMY SENSATION

“Social and personality psychologists
have tended to focus on...the fully
functioning individual whose
processing of available information
mediates the e ects of biological and
RELATEDNESS environmental factors on behavior.”
(Ajzen, 1991) COGNITION
INTRINSIC EXTRINSIC

ORGANISATION
COMPETENCE

SOCIETY

PHYSICAL

AUTONOMY SENSATION

Indeed designers too have tended to
focus on these same fully functioning
individuals “whose processing of
available information mediates the
RELATEDNESS e ects of biological and environmental
factors on behavior.” COGNITION
INTRINSIC EXTRINSIC

ORGANISATION
COMPETENCE

SOCIETY

PHYSICAL

AUTONOMY
Product
SENSATION
Design

Interaction
Design
RELATEDNESS
COGNITION
INTRINSIC EXTRINSIC
‘NEEDS’
Social / Service /
‘DEMANDS’
Participatory
Design

ORGANISATION
COMPETENCE

SOCIETY

PHYSICAL

AUTONOMY SENSATION

Ergonomists, long proponents of
‘human centred design’ and who seek
to “understand and support the role of
the human in complex socio-technical
systems” have also adopted this model:
RELATEDNESS
COGNITIVE
INTRINSIC EXTRINSIC

ORGANISATIONAL
COMPETENCE

SOCIETY
(IEA, 2009)

PHYSICAL

AUTONOMY SENSORY

And even design disciplines that have
specialised in or grown up in support
of more ‘universal’ approaches such as
Inclusive Design, have also adopted
this ‘extrinsic perspective’.
RELATEDNESS
COGNITIVE
INTRINSIC EXTRINSIC

COMPETENCE ORGANISATION

SOCIETY
(Coleman, 2007)

PHYSICAL

AUTONOMY SENSORY

The exception to this might well be the
Scandinavian Participatory Perspective
RELATEDNESS
COGNITIVE
INTRINSIC EXTRINSIC


SOCIETY
Scandinavian Participatory Approaches (Ehn, 1988 in Holmlid, 2009)

Design-Led

Generative
Design Research
Critical Design

Cultural
Design + Emotion Generative
Probes
Tools

User-Centered
Design Participatory
Expert Mindset Design Participatory Mindset
“users” seen as subjects “users” seen as partners
Contexual
(reactive informers) (active co-creators)
Inquiry
Usability
Testing Lead-User “Scandinavian”
Innovation Methods

Human Factors
+ Ergonomics
Applied
Ethnography

Research-Led

An Evolving Map of Design Practice and Research (Sanders, 2008)
http://www.dubberly.com/articles/an-evolving-map-of-design-practice-and-design-research.html

PHYSICAL

Physiological Needs
AUTONOMY SENSORY

Safety
In my research I’m interested in
building an integrated framework that
incorporates these ways of thinking.

As the old saying goes if you want to
RELATEDNESS Belonging
increase participation and cooperation,
build bridges, not more islands. COGNITIVE
INTRINSIC EXTRINSIC
Esteem Needs

COMPETENCE Self Actualisation ORGANISATION

SOCIETY
Maslow’s Hierarchy of Needs
(Maslow, 1943)


Perhaps its little wonder...

“the study of crippled, stunted, immature, and
unhealthy specimens can yield only a cripple psychology
and a cripple philosophy.”

(Maslow, 1954)


The Slide Heading

The Slide Content


Types of Systems

http://www.dubberly.com/articles/what-is-interaction.html

PHYSICAL

AUTONOMY SENSORY

SELF
ACTUALISATION PHYSIOLOGY

SOCIAL
RECOGNITION
RELATEDNESS
COGNITIVE
INTRINSIC EXTRINSIC
SAFETY
SOCIAL
RELATIONS


SOCIETY
Closed Loop Model of Human Needs (Trendbüro, 2007)
http://www.slideshare.net/TrendBuero/identity-management-manifesto-presentation

PHYSICAL

AUTONOMY SENSORY
SELF
ACTUALISATION/
PHYSIOLOGY CREATIVITY

SOCIAL
RECOGNITION
RELATEDNESS
COGNITIVE
INTRINSIC EXTRINSIC
SAFETY
SOCIAL
RELATIONS


SOCIETY
Closed Loop Model of Human Needs (Trendbüro, 2007)
http://www.slideshare.net/TrendBuero/identity-management-manifesto-presentation

PHYSICAL

AUTONOMY SENSORY

Hedonism
RELATEDNESS “Approach and Avoidance”
COGNITIVE
INTRINSIC “Pinball User” EXTRINSIC


SOCIETY
Motivation as Self Interest - (Thrasymachus, 4BC)

PHYSICAL

AUTONOMY SENSORY

Motivation as a Judgement
“people will do the right thing as
RELATEDNESS long as they could agree what it is”
COGNITIVE
INTRINSIC EXTRINSIC


SOCIETY
(Socrates, 4BC)

PHYSICAL

AUTONOMY SENSORY

RELATEDNESS
COGNITIVE
INTRINSIC EXTRINSIC


SOCIETY
Leviathan - (Hobbes, 1647)

PHYSICAL

AUTONOMY SENSORY

Concept of Causality
RELATEDNESS
COGNITIVE
INTRINSIC EXTRINSIC


SOCIETY
Kant - (Kant, 1647)

PHYSICAL

AUTONOMY SENSORY
(Self Re ection, Independence,
Empowerment)

RELATEDNESS
COGNITIVE
INTRINSIC EXTRINSIC


SOCIETY
Self Determination Theory (Deci and Ryan, 1985, 2000, 2004)

PHYSICAL

AUTONOMY SENSORY

(Socialisation, Care and Concern
for and from others)
RELATEDNESS
COGNITIVE
INTRINSIC EXTRINSIC


SOCIETY

PHYSICAL

AUTONOMY SENSORY

RELATEDNESS
COGNITIVE
INTRINSIC EXTRINSIC
(Feelings of e cacy, self control
and accomplishment)

ORGANISATION
COMPETENCE

SOCIETY

PHYSICAL

AUTONOMY SENSORY

In my research I’m interested in
building an integrated framework that
incorporates established ways of
thinking and exposes the intrinsic
facets of human behaviour within
them.
RELATEDNESS
As the old saying goes if you want to COGNITIVE
INTRINSIC increase understanding, build bridges, EXTRINSIC
‘NEEDS’ not more islands. ‘DEMANDS’


SOCIETY


Proof if that...

“If you want new ideas, read old books.”
Ivan Pavlov

PHYSICAL

AUTONOMY Existential Needs SENSORY

Relatedness Needs
RELATEDNESS
COGNITIVE
INTRINSIC EXTRINSIC

Growth Needs


SOCIETY
ERG Theory (Aldefer, 1972)

PHYSICAL

AUTONOMY Physical SENSORY

Social
RELATEDNESS
COGNITIVE
INTRINSIC EXTRINSIC

Cultural


SOCIETY
Situated Cognition (Seely-Brown, 1989)

PHYSICAL

AUTONOMY SENSORY
SKILL

RULE
RELATEDNESS
COGNITIVE
INTRINSIC EXTRINSIC
‘NEEDS’ KNOWLEDGE ‘DEMANDS’


SOCIETY

SRK Framework, (Rasmussen, 1990)

PHYSICAL

AUTONOMY A ective SENSORY

Cognitive
RELATEDNESS
COGNITIVE
INTRINSIC EXTRINSIC

Behavioural


SOCIETY
Hierarchical Model of Intrinsic Motivation (Valerand, 2001)

PHYSICAL

Anthropometry
AUTONOMY SENSORY

Physiology

Psychology

RELATEDNESS
Sociology COGNITIVE
INTRINSIC EXTRINSIC
Anthropology

Ecology


SOCIETY
Hierarchy of Complexity (Moggeridge, 2007)

PHYSICAL

AUTONOMY Product SENSORY
Design

Interaction
RELATEDNESS Design
COGNITIVE
INTRINSIC EXTRINSIC
‘NEEDS’ Social / ‘DEMANDS’
Participatory
Design


SOCIETY

PHYSICAL

AUTONOMY Useful? SENSORY

Usable?
RELATEDNESS
COGNITIVE
INTRINSIC EXTRINSIC

Sociable?


SOCIETY


So how have I been using this?

To make things more:
- useful?
- usable?
- sociable?

by consequence...
- more sustainable?
- more intrinsically motivating
- possess more ‘intrinsic’ value


Physiological Blueprinting

In the same way athlete’s monitor their physiology to
sustain their performance -

I’ve been exploring how this understanding of
physiology could be integrated into to the design of
public services...


The data...

Can this sort of data then be embedded in service
blueprints and customer journey maps to indicate not
only the actions and (extrinsic) system processes

but also the user (intrinsic) regulatory and affective
responses throughout the customer journey.


An example of a service blueprint...

http://www.flickr.com/photos/brandonschauer/3363169836/sizes/o/


An example of a service blueprint...

PHYSICAL


Usable?
RELATEDNESS
COGNITIVE
INTRINSIC EXTRINSIC

Sociable?


SOCIETY

http://www.flickr.com/photos/brandonschauer/3363169836/sizes/o/

Correct side-dish prepared
meals pushed late in order
Chef agitated and other

to re-do side-dish.
failure in kitchen
Great work on this by Andy Polaine at Luzern...

Communication
Meal Prepared
Role 3
Cook

Media-
Touchpoint
Role 4

Manager

Media-
Touchpoint

+
Fail Line
–

+
Emotions
–

+
Costs
–
http://www.service-design-network.org/sites/default/files/media/Andy%20Polaine.pdf
+


My trip to Sainsburys supermarket


Can also be mapped like this:
or
s ical
Phy poral
Tem ess of t
c n
Pro geme
a
Eng

er
stom
Cu ns
Act
/
io

ra ctiv
ity
INT
ERA
CT ION Service Blueprints
Inte EO
F
LIN

ge
O nsta
/
ble
Visi acts IB ILIT
Y
f VIS
Arte EO
F
LIN

sta ge
Back N
ACTIO
/ ible INTER
I nvis ns ERN
AL
io INT
Act EO
F
LIN

ort
S upp sses
ce
Pro

And in the case of this research...

Looking at a user’s
physiological response...

And in the case of this research...

Autonomous Nervous Regulation....

HF LF
HF
LF
LF HF


Underlying physiological basis of motivation...

This is definitely at the ‘intuitive’ end of of the design
research spectrum at the moment...

And it is an attempt to map the underlying (regulatory)
motivational processes of the user as they interact with
services.

But the framework can also act as a lens to analyse
more established products and services...


How could the exhibition be made more motivating and engaging?

PHYSICAL


Usable?
RELATEDNESS
COGNITIVE
INTRINSIC EXTRINSIC

Sociable?


SOCIETY


Is an exhibition the best way to engage people with Ergonomics?

How about an Ergonomics app?

“foursquare for Ergonomics engagement?”

- a mobile app that alerted you to everyday examples of
Ergonomics?


If you want to find out more about...

Adding game theory (and social connectedness) to
everyday life

http://www.mobilemonday.nl/talks/dennis-crowley-foursquare/


The Slide Heading

http://www.horsepowergame.com/hpc2/#game
http://www.tellart.com/#horsepower-challenge


The Slide Heading

http://service.engagement.ac


The Slide Heading

The Slide Content

350 million members (3rd biggest global population)


So to summarise...

Motivation is a dynamic (reciprocal) process that is at
the root of all human behaviour.

Thus as designers if we seek to change behaviour we are
dealing with motivation, whether we embrace it or not.

Motivational Design Personas with Internally Regulated and Empowered States v0.1
HCDI SEMINAR - 8 DECEMBER 2009
TH
by Fergus Bisset (2009), based on work by Ryan and Deci (2000)
This diagram is intended as a tool to help visualise the role of
Everyone is motivated to some extent... motivation in determining stakeholders attitudes towards and
empowerment within a product or service environment.

“I love doing this
“I’m only doing “I’d feel guilty if I “I think it’s “Doing this is a
“I don’t know and and being
this because I didn’t do this important to do really important
I don’t care...” immersed in the
have to...” properly...” this because...” to me...”
process...”

Why?

How?

“I really like
“Decisions are “Someone else “I can go ask the “I’ll help you “Helping people is helping people to
nothing to do with makes the person who makes even though it’s a really important...” enjoy the
me...” decisions...” the decisions...” problem with the
experience as
system...”
much as I do...”

Amotivation Extrinsic Motivation Intrinsic Motivation
Stakeholders View of the Service
Systematic Empathetic
Stakeholders Engagement Within the Service
Analytic Synthetic


So to summarise...

Motivation research (and the world) has moved on a lot
since Maslow.

And the opportunities for integrating elements of
motivational design are increasing exponentially with
new technologies and sensors...


But it is a work in progress...

PHYSICAL

AUTONOMY Product SENSORY
Design

Interaction
RELATEDNESS Design
COGNITIVE
INTRINSIC EXTRINSIC
‘NEEDS’ Social / ‘DEMANDS’
Participatory
Design


SOCIETY


Thank you very much!

What do you think?

email: fergus.bisset@brunel.ac.uk

blog: http://www.fergusbisset.com/blog
design twitter: http://twitter.com/fergusbisset
research friendfeed: http://friendfeed.com/ferg


Further Relevant Links...

My Blog
http://www.fergusbisset.com/blog

Motivational Design - From an Italian Research Group
http://www.slideshare.net/Gian/mode-motivational-design-motivational-
hooks-2290190

Social Usability - From an Italian Research Group
http://www.slideshare.net/Gian/social-usability-mode

HCDI Motivation by Fergus Bisset

Recommandé

Recommandé

Contenu connexe

En vedette

En vedette (15)

Similaire à HCDI Motivation by Fergus Bisset

Similaire à HCDI Motivation by Fergus Bisset (12)

Plus de Marco Ajovalasit

Plus de Marco Ajovalasit (20)

Dernier

Dernier (20)

HCDI Motivation by Fergus Bisset