Motivation by Design: Technologies, Experiences, and Incentives
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Invited presentation at Citizen Cyberscience Summit 2012 on the topic of designing citizen science technologies and experiences to motivate contribution.
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Motivation by Design: Technologies, Experiences, and Incentives
- 1. Motivation by Design: Technologies, Experiences, and Incentives Andrea Wiggins 16 February, 2012 Citizen Cyberscience Summit
- 2. Personal Interests • More than just motivation • Motivations • Intrinsic (altruism) • Extrinsic (money) • Personal Values (domain, science) • Individual Goals (contributing) http://www.flickr.com/photos/verbeeldingskr8/4875710270/
- 3. • Scientific and personal interests must converge by design • Influences almost every part of science and participation • Promoting satisfaction & commitment • Job design: autonomy, role expansion, etc. • Incentives: material and symbolic rewards Alignment of Interests http://www.flickr.com/photos/freefoto/5982549938/
- 4. Which Came First? • Science-first design • Tech focuses on data entry • Experiences focus on simplified science • Citizen-first design • Tech focuses on ease of use • Experience adapts existing leisure practices • Self-rewarded & socially rewarded http://www.flickr.com/photos/hammer51012/495218105/
- 5. Survey Says... (n=65) • None:23% • Public acknowledgement: 55% • Volunteer appreciation events: 31% • Free equipment/supplies/ training: 26% • Promo items: 18% • Certificate: 12% • Top contributor listings: 9% • Personal performance ratings: 8% • Co-authorship: 8% • Role advancement: 6% • Editor/moderator privileges: 2% • Naming privileges: 2%
- 6. Data Entry is Dull • Practically everyone hates data entry • Major hurdle for participation • Limits who participates • More steps = lower return • Usability is paramount • Make it easy & worthwhile http://www.flickr.com/photos/crownjewel82/2892965663/
- 7. Games People Play • “Gamification” of science • Games for data collection & processing • Games people already play • Pervasive and mobile participation • Costs are always higher than expected http://www.flickr.com/photos/jontintinjordan/2788526030/
- 8. Implications for Design • Who will participate? • Why will they participate? • How will they be rewarded? • How can experiences be expanded? http://www.flickr.com/photos/andymangold/4335799638/
- 9. Take-Aways • Up-front in-depth consideration of audience and alignment of interests • Technologies make rewarding people easier, and good design is not optional • Design experiences to offer satisfying opportunities for individual development, social interaction, & deeper engagement http://www.flickr.com/photos/skipnclick/2945026921/
- 10. Thanks! • Case Study Projects: eBird, Great Sunflower Project, & Mountain Watch • Collaborators: Kevin Crowston and many others • U.S. NSF Grants 09-43049 & 11-11107 http://citsci.syr.edu http://www.andreawiggins.com