The Psychology of Motivation for Design, UXFest, Fresh Tilled Soil, Amy Bucher, Oct 1 2013
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The document discusses the psychology of motivation for design based on Self-Determination Theory (SDT). SDT identifies autonomous and controlled types of motivation that influence behavior change. Autonomous motivation is more likely to sustain behavior change. SDT also examines antecedents of motivation like perceived autonomy, competence, and relatedness. The document provides examples of how design can support these antecedents through features like choice, feedback, and social connection. It analyzes motivation techniques used by apps and websites to encourage behaviors like exercise, language learning, and energy conservation.
The Psychology of Motivation for Design, UXFest, Fresh Tilled Soil, Amy Bucher, Oct 1 2013
- 1. The Psychology of Motivation for Design Amy Bucher, Ph.D. amy.bucher@gmail.com Amy Bucher, Ph.D. (amy.bucher@gmail.com)
- 2. Self-Determination Theory Amy Bucher, Ph.D. (amy.bucher@gmail.com)
- 3. 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)
- 4. Amy Bucher, Ph.D. (amy.bucher@gmail.com) Self-Determination Theory (SDT): Antecedents of Motivation Motivation
- 5. Amy Bucher, Ph.D. (amy.bucher@gmail.com) Application of SDT Adapted from Scott Rigby
- 6. Amy Bucher, Ph.D. (amy.bucher@gmail.com) How vs. What
- 7. Perceived Autonomy Help people feel they have control Amy Bucher, Ph.D. (amy.bucher@gmail.com)
- 8. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
- 9. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
- 10. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
- 11. Pandora.comAmy Bucher, Ph.D. (amy.bucher@gmail.com)
- 12. WeightWatchers.comAmy Bucher, Ph.D. (amy.bucher@gmail.com) Lunch Builder Cheat Sheet
- 13. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
- 15. Perceived Competence Help people feel they can do it Amy Bucher, Ph.D. (amy.bucher@gmail.com)
- 16. Amy Bucher, Ph.D. (amy.bucher@gmail.com) 2xweight loss in people who track food 6+ days per week vs. people who track less than 11 1. Hollis, J. F. et al. (2008). Weight loss during the intensive intervention phase of the weight-loss maintenance trial. American Journal of Preventative Medicine, 32(5), 118-126. 2. Kruger, J., Blanck, H. M., & Gillespie, C. (2006). Dietary and physical activity behaviors among adults successful at weight loss maintenance. International Journal of Behavioral Nutrition and Physical Activity, 3. 3. Bravata, D. M., et al. (2007). Using pedometers to increase physical activity and improve health: A systematic review. Journal of the American Medical Association, 298(19), 2296-2304. 18%of successful dieters kept a calorie diary, vs. 8% of unsuccessful dieters2 People using pedometers keep their physical activity at 27%above baseline levels3
- 17. Opower.com 1.4 3.3% energy use reduction per household (Alcott, 2011) Amy Bucher, Ph.D. (amy.bucher@gmail.com)
- 18. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
- 19. Feedback Granularity Amy Bucher, Ph.D. (amy.bucher@gmail.com)
- 20. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
- 21. Youve Earned a Badge! Amy Bucher, Ph.D. (amy.bucher@gmail.com)
- 22. Amy Bucher, Ph.D. (amy.bucher@gmail.com) Yelp Untappd Fitocracy
- 23. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
- 24. 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
- 25. Amy Bucher, Ph.D. (amy.bucher@gmail.com) J&J Digital Health Scorecard http://www.digitalhealthscorecard.com/?sf7635864=1
- 26. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
- 27. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
- 28. Does it work? Amy Bucher, Ph.D. (amy.bucher@gmail.com) http://duolingo.com/#/effectiveness-study 34 Hours of Duolingo 1 University Semester
- 29. Perceived Relatedness Show people theyre connected Amy Bucher, Ph.D. (amy.bucher@gmail.com)
- 30. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
- 31. Amy Bucher, Ph.D. (amy.bucher@gmail.com)
- 32. Amy Bucher, Ph.D. (amy.bucher@gmail.com) Sometimes the responses are just acknowledgements . . .
- 33. Amy Bucher, Ph.D. (amy.bucher@gmail.com) Sometimes the responses are helpful . . .
- 34. Amy Bucher, Ph.D. (amy.bucher@gmail.com) Sometimes the responses are repetitive . . .
- 35. Amy Bucher, Ph.D. (amy.bucher@gmail.com) Sometimes the responses are to other brands, not end users . . .
- 36. Sometimes the responses are deliberately funny . . .
- 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)
- 40. Design that Responds Amy Bucher, Ph.D. (amy.bucher@gmail.com)
- 41. Contrast this . . . Amy Bucher, Ph.D. (amy.bucher@gmail.com)
- 42. With this: Amy Bucher, Ph.D. (amy.bucher@gmail.com)
- 43. SDT Applied to Beer Amy Bucher, Ph.D. (amy.bucher@gmail.com)
- 44. Additional Resources 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:
Editor's Notes
- #9: Easiest metaphor to understand autonomy is choose your own adventure
- #18: Another way to create a sense of ability or competence is through normative feedbackwhat 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 didnt get the comparison reportabout 1.4-3.3% less per measurement period. That may not seem like a lot for any one individual, but when you think about the energy savings across a neighborhood or city, it starts to really add up. 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
- #19: Feedback on performance builds competence
- #20: 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
- #21: Used in Europe to reduce messes in mens restrooms
- #31: Kip Williams
- #40: Amazonrecommends products both based on what you purchased, and on what people like you have bought
- #41: Design needs to respond to users, too. When a user does something with the mouse, the site should respond to that.