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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)
Fogg Behavior Model
Amy Bucher, Ph.D. (amy.bucher@gmail.com)
What does this
explain really well?
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)
Amy Bucher, Ph.D. (amy.bucher@gmail.com)
Amy Bucher, Ph.D. (amy.bucher@gmail.com)
Amy Bucher, Ph.D. (amy.bucher@gmail.com)
Amy Bucher, Ph.D. (amy.bucher@gmail.com)
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)
Amy Bucher, Ph.D. (amy.bucher@gmail.com)
Constrained Choice
Amy Bucher, Ph.D. (amy.bucher@gmail.com)
PERCEIVED	
  COMPETENCE
Amy Bucher, Ph.D. (amy.bucher@gmail.com)
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)
Amy Bucher, Ph.D. (amy.bucher@gmail.com)
Amy Bucher, Ph.D. (amy.bucher@gmail.com)
Amy Bucher, Ph.D. (amy.bucher@gmail.com)
Amy Bucher, Ph.D. (amy.bucher@gmail.com)
Amy Bucher, Ph.D. (amy.bucher@gmail.com)
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)
Amy Bucher, Ph.D. (amy.bucher@gmail.com)
Amy Bucher, Ph.D. (amy.bucher@gmail.com)
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)
Amy Bucher, Ph.D. (amy.bucher@gmail.com)
Amy Bucher, Ph.D. (amy.bucher@gmail.com)
Amy Bucher, Ph.D. (amy.bucher@gmail.com)
Amy Bucher, Ph.D. (amy.bucher@gmail.com)
Amy Bucher, Ph.D. (amy.bucher@gmail.com)
Amy Bucher, Ph.D. (amy.bucher@gmail.com)
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
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
Amy Bucher, Ph.D. (amy.bucher@gmail.com)
Amy Bucher, Ph.D. (amy.bucher@gmail.com)
Amy Bucher, Ph.D. (amy.bucher@gmail.com)
Amy Bucher, Ph.D. (amy.bucher@gmail.com)
Amy Bucher, Ph.D. (amy.bucher@gmail.com)
Amy Bucher, Ph.D. (amy.bucher@gmail.com)
Amy Bucher, Ph.D. (amy.bucher@gmail.com)
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)
  • 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

Editor's Notes

  1. 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)
  2. 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
  3. 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
  4. Classic Bobo doll experiments (Bandura, 1963)Bandura and observational learningConcern about society becoming more violent due to increasingly graphic video games
  5. Feedback on performance builds competence
  6. 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
  7. Used in Europe to reduce messes in men’s restrooms
  8. http://nerdapproved.com/misc-weirdness/pee-on-jeff-goldblum/
  9. Leveling up
  10. Math class—sequencing tasks by difficulty/ability led to more motivation and achievement than a traditional, time-based approach
  11. Easiest metaphor to understand autonomy is choose your own adventure
  12. 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.
  13. More Mindbloom—calendaring, choice of tasks either from pre-written list, or your own options
  14. Pandora
  15. 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
  16. Game of Life
  17. Kip Williams—research on Ostracism
  18. If you use social media, you must engage
  19. ElizaAnna at IkeaSiriTimothy Bickmore at Northeastern
  20. Amazon—recommends products both based on what you purchased, and on what people like you have bought
  21. Design needs to respond to users, too. When a user does something with the mouse, the site should respond to that.
  22. Autonomy varies the most, especially with respect to the extent that others are included in the sense of self
  23. http://phiez.blogspot.com/2011/05/feeling-like-failure.htmlDon’t connect people’s identities to their task performance.