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