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Designing for behavior change can be looked at through many lenses. As the implementers of interventions, products and services designed to modify the decisions and behaviors of others, we can adopt a “Doing to,” “Working with,” or “Working for” mentality. The people on the receiving end of our interventions can perceive this frame of reference, and this can have a great impact on the initiation, engagement and outcomes of designs we put in place. While the current popular discourse revolves around fixing or capitalizing upon our limited cognitive, emotional and motivational resources through varying levels of authority and control, humans are self-organizing systems who may need little more than support of their autonomy and growth potential to enact tremendous change in their lives. With this in mind, delivering interventions that preserve human agency and foster authentic functioning can seem like a radical (yet welcomed) approach. But how might we do this? What kinds of systems can be implemented to achieve individual and group level change while preserving a sense of volitional engagement? Games and Gameful Design (but not “Gamification”) offer a promising approach to creating the conditions whereby people are willing, active participants in initiating and sustaining meaningful change efforts. In this talk, I’ll articulate theory and evidence-based methods and models for evaluating and implementing the ways by which games and play shape our psychological processes and influence behavior and subjective well-being.
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BRAINS, GAMES & BEHAVIOR CHANGE
DUSTIN DITOMMASO
Dustin@MadPow.net | @DU5TB1N SVP, Behavior Change Design
HOW DO WE GET POPULATION X TO DO Y IN CONTEXT Z?
BI = AB(W1) + SN(W2) + PBC(W3)
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1. MECHANISTIC 2. ORGANISMIC 3. CONTEXTUAL
WORLDVIEWS
~ Kurt Lewin|1936
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mo·ti·va·tion The processes that give behavior its energy and direction.
\ˌmō-təә-ˈvā-shəәn\
~ John Marshall Reeve
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A COPERNICAN TURN IN MOTIVATIONAL THINKING
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SelfDeterminationTheory.org
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CAN IT BE TURNED INTO A GAME? IF the behavior can be learned or modified
IF the player’s progress can be measured
IF feedback can be delivered in a timely manner
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THE ROLE OF BEHAVIOR CHANGE GAMES 1. Create novelty and interest for uninteresting activities
2. Provide planning, structure, goal-setting and routine
3. Facilitate feelings of autonomy and intrinsic motivation
4. Develop & improve necessary skills to enable change
5. Provide a platform for enhancing feelings of competence
6. Provide a platform for social support and influence
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DESIGN FOR COMPETENCE
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Visualization: Amy Jo Kim via Sebastian Deterding
DENSITY OF COMPETENCE FEEDBACK
GRANULAR: Moment to Moment Feedback on Actions
SUSTAINED: Feedback on Streaks; Success/Fail Ratio’s
CUMULATIVE: Overall Performance; Session, Game, First Run
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DESIGN FOR AUTONOMY
DESIGN FOR RELATEDNESS
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LEARNING: Through Observation
RELATIONSHIP BUILDING: Through Shared Goals
PERFORMANCE: Accountability, Showmanship & Competition
EMOTIONAL CONTAGION: Through Shared Experiences
BENEFITS OF SOCIAL PLAY
GetHotseatApp.com | @GetHotseatApp
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MOTIVATION MATTERS
TL;DL
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QUALITY MATTERS MOST
TL;DL
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AUTONOMOUS MOTIVATION IS MORE EFFECTIVE THAN CONTROLLED MOTIVATION
TL;DL
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AUTONOMOUS MOTIVATION AND AUTHENTIC FUNCTIONING IS ACHIEVED THROUGH THE SATISFACTION OF BASIC PSYCHOLOGICAL NEEDS
TL;DL
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THOSE NEEDS ARE: COMPETENCE AUTONOMY RELATEDNESS
TL;DL
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HUMANS WILLINGLY SEEK OUT & CONTINUE TO ENGAGE IN ACTIVITES THAT SATISFY THEIR PSYCHOLOGICAL NEEDS
TL;DL
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WILLING ENGAGEMENT IS IMPERITIVE FOR BEHAVIOR CHANGE
TL;DL
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DESIGN NEEDS SATISFYING EXPERIENCES
CTA
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DESIGN NEEDS SATISFYING EXPERIENCES USING GAMES AS A LENS
CTA
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CHANGE HAPPENS
CTA
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EVERYBODY WINS
CTA
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THANK YOU!
FIN
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THANK YOU! DUSTIN DITOMMASO SVP BEHAVIOR CHANGE DESIGN DUSTIN@MADPOW.NET | @DU5TB1N
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