Design Psychology: Motivate Your Users

presents
Design Psychology:
Motivate Your User
AMY BUCHER

Amy Bucher
Amy Bucher is a behavioral
scientist and strategist with
expertise in qualitative and
quantitative methods, program
design, behavioral research, and
market research. With a PhD in
Psychology, she designs and
writes tailored web-based health
coaching programs that
eﬀectively motivate and support
behavior change for users. Her
areas of focus include problem
deﬁnition and solution
development, systematic and
creative research to support
strategic actions, and
communication across multiple
formats and audience types.

Design
Psychology:
Motivate
Your

Users
Amy
Bucher,
Ph.D.

amy.bucher@gmail.com
Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)

Agenda
• Psychology
&
motivation

• Fogg
behavior
model

• Self-‐determination
theory

– Competence

– Autonomy

– Relatedness

• Additional
considerations
Amy
Bucher,
Ph.D.

Amy
Bucher,
Ph.D.

Amy
Bucher,
Ph.D.
“It’s
not
that
I’m
lazy,
it’s
that
I
just
don’t
care.”

Amy
Bucher,
Ph.D.
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)

Fogg
Behavior
Model
Amy
Bucher,
Ph.D.

Know
Before
You
Go
Amy
Bucher,
Ph.D.

Fogg
Behavior
Grid
Amy
Bucher,
Ph.D.
GREEN

Do
a
new

behavior
BLUE

Do
a
familiar

behavior

PURPLE

Increase
duration

or
intensity
GRAY

Decrease
a

behavior
one

time
BLACK

Stop
doing
a

behavior
!
Dot

Behavior
is
done

at
one
time
!
GREEN
DOT

Do
a
new

behavior
one

time
!
BLUE
DOT

Do
a
familiar

behavior
one

time
!
PURPLE
DOT

Increase
a

behavior
one

time
!
GRAY
DOT

Decrease
a

behavior
one

time
!
BLACK
DOT

Stop
doing
a

behavior
one

time
!
Span

Behavior
has
a

duration
!
GREEN
SPAN

Do
a
new

behavior
for
a

span
!
BLUE
SPAN

Do
a
familiar

behavior
for
a

span
!
PURPLE
SPAN

Increase
a

behavior
for
a

span
!
GRAY
SPAN

Decrease
a

behavior
for
a

span
!
BLACK
SPAN

Stop
doing
a

behavior
for
a

span
!
Path

Behavior
is
done

from
now
on
!
GREEN
PATH

Do
a
new

behavior
from

now
on
!
BLUE
PATH

Do
a
familiar

behavior
from

now
on
!
PURPLE
PATH

Increase
a

behavior
from

now
on
!
GRAY
PATH

Decrease
a

behavior
from

now
on
!
BLACK
PATH

Stop
doing
a

behavior
from

now
on

What
does
this
explain
really
well?
Amy
Bucher,
Ph.D.

Self-‐Determination
Theory
Amy
Bucher,
Ph.D.

Amy
Bucher,
Ph.D.
Self-Efficacy
Social Learning
Hierarchy of Needs

Amy
Bucher,
Ph.D.
Self-‐Determination
Theory
(SDT):

Antecedents
of
Motivation
Motivation

Amy
Bucher,
Ph.D.
Application
of
SDT
Adapted
from
Scott
Rigby

Amy
Bucher,
Ph.D.
How
vs.
What

Perceived
Autonomy
Help
people
feel
they
have
control
Amy
Bucher,
Ph.D.

Pandora.comAmy
Bucher,
Ph.D.

WeightWatchers.comAmy
Bucher,
Ph.D.
Lunch
Builder

Cheat
Sheet

Perceived
Competence
Help
people
feel
they
can
do
it
Amy
Bucher,
Ph.D.

Ability
Amy
Bucher,
Ph.D.

Amy
Bucher,
Ph.D.
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.com

1.4
–
3.3%
energy
use
reduction
per
household
(Alcott,
2011)
Amy
Bucher,
Ph.D.

Feedback
Granularity
Amy
Bucher,
Ph.D.

You’ve
Earned
a
Badge!
Amy
Bucher,
Ph.D.

Amy
Bucher,
Ph.D.
Yelp
Untappd
Fitocracy

Amy
Bucher,
Ph.D.
$26

Million

in
first
year1
1.
http://news.starbucks.com/article_display.cfm?article_id=598,
retrived
October
1,
2012

Amy
Bucher,
Ph.D.
J&J
Digital
Health
Scorecard
http://www.digitalhealthscorecard.com/?sf7635864=1

Does
it
work?
Amy
Bucher,
Ph.D.
http://duolingo.com/#/effectiveness-‐study
34
Hours
of
Duolingo 1
University
Semester

Perceived
Relatedness
Show
people
they’re
connected
Amy
Bucher,
Ph.D.

Amy
Bucher,
Ph.D.
Sometimes
the
responses
are
just

acknowledgements
.
.
.

Amy
Bucher,
Ph.D.
Sometimes
the
responses

are
helpful
.
.
.

Amy
Bucher,
Ph.D.
Sometimes
the
responses
are

repetitive
.
.
.

Amy
Bucher,
Ph.D.
Sometimes
the
responses
are
to

other
brands,
not
end
users
.
.
.

Sometimes
the
responses
are

deliberately
funny
.
.
.

ELIZA
Human:
My
boyfriend
made
me
come
here.

ELIZA:
Your
boyfriend
made
you
come
here?

Human:
He
says
I’m
depressed.

ELIZA:
I’m
sorry
to
hear
you
are
depressed.

Human:
It’s
true.
I’m
unhappy.

ELIZA:
Do
you
think
talking
to
me
will
help
you

not
be
unhappy?
Amy
Bucher,
Ph.D.
Weizenbaum,
J.
(1966).
ELIZA—A
computer
program
for
the
study
of
natural
language

communication
between
man
and
machine.
Communications
of
the
ACM,
9(1),
36-‐45.

Design
that
Responds
Amy
Bucher,
Ph.D.

Contrast
this
.
.
.
Amy
Bucher,
Ph.D.

With
this:
Amy
Bucher,
Ph.D.

SDT
Applied
to
Beer
Amy
Bucher,
Ph.D.

Additional
Resources
Amy
Bucher,
Ph.D.
Glued
to
Games,
by
Scott
Rigby
and
Richard
Ryan

selfdeterminationtheory.org
à 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
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this
presentation:

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Design Psychology: Motivate Your Users

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