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Amy Bucher's presentation from UX Fest at Fresh Tilled Soil on Oct 1, 2013: The Psychology of Motivation for Design. Describes self-determination theory and its applications.
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The Psychology of Motivation for Design
Amy Bucher, [email protected]
Amy Bucher, Ph.D. ([email protected])
Self-Determination Theory
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
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. ([email protected])
Self-Determination Theory (SDT): Antecedents of Motivation
Motivation
Amy Bucher, Ph.D. ([email protected])How vs. What
Perceived AutonomyHelp people feel they have control
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Pandora.comAmy Bucher, Ph.D. ([email protected])
WeightWatchers.comAmy Bucher, Ph.D. ([email protected])
Lunch Builder Cheat Sheet
Amy Bucher, Ph.D. ([email protected])
Constrained Choice
Perceived CompetenceHelp people feel they can do it
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
2x weight 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
Opower.com1.4 – 3.3% energy use reduction per household (Alcott, 2011)
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Feedback Granularity
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
You’ve Earned a Badge!
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
$26Million
in first year1
1. http://news.starbucks.com/article_display.cfm?article_id=598, retrived October 1, 2012
Amy Bucher, Ph.D. ([email protected])
J&J Digital Health Scorecard http://www.digitalhealthscorecard.com/?sf7635864=1
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Does it work?
Amy Bucher, Ph.D. ([email protected])
http://duolingo.com/#/effectiveness-study
34 Hours of Duolingo 1 University Semester
Perceived RelatednessShow people they’re connected
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Sometimes the responses are just acknowledgements . . .
Amy Bucher, Ph.D. ([email protected])
Sometimes the responses are helpful . . .
Amy Bucher, Ph.D. ([email protected])
Sometimes the responses are repetitive . . .
Amy Bucher, Ph.D. ([email protected])
Sometimes the responses are to other brands, not end users . . .
Sometimes the responses are deliberately funny . . .
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Amy Bucher, Ph.D. ([email protected])
Design that Responds
Amy Bucher, Ph.D. ([email protected])
Contrast this . . .
Amy Bucher, Ph.D. ([email protected])
With this:
Amy Bucher, Ph.D. ([email protected])
SDT Applied to Beer
Amy Bucher, Ph.D. ([email protected])
Additional Resources
Amy Bucher, Ph.D. ([email protected])
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: