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