UPA Israel event 2011 – Omer Tsimhoni

Persuasive Design
for
Eco Display

Thomas Seder, PhD Omer Tsimhoni, PhD
HMI Research HMI Research
General Motors, R&D General Motors, R&D
Warren, Michigan Herzliya, Israel

Agenda

 motivation

 project objective & overview

 theoretical underpinning of persuasive design

 project description

 results of persuasive design field research

 design of persuasive design eco displays

 simulator test results of concept gauges

persuasive design – eco display Pg 2

Motivation

 EPA estimate: eco-driving can save ~15% of gasoline consumer

 USA Benefits (back of the envelope calculation):
 green house CO2 (g) reduced by 36 B ft3 per year (~ 3% reduction)
 crude oil imports reduced by 490 M barrels/ yr (~10% reduction)
 stimulative to US economy due to per driver savings of ~$375

 Systematize information display methods & design at GM

?


Project Objective & Overview

 Develop intra- and extra-vehicle ecosystem of information
displays:
 teach drivers optimal use patterns, accommodating of skill and
style
 adapt & evolve to retain interest and adapt to growing skill level
 engage users to achieve continued use

 Use leading edge generative and evaluative design
processes, including:
 leverage behavioral science-led methods to encourage the
efficient vehicle use
 Lead User-UCD to discover needs, research themes and develop
personas & scenarios
 trans-disciplinary science basis (behavioral, design..)
 iterative design with user evaluation cycles
 evaluate efficacy of designs using GM Driving Simulator


technical background
What is Persuasive Design?
 Simply put, the goal of Persuasive
Design (PD) is to design a user
experience (UX) to promote
behavior change.

 Pioneered by BJ Fogg (Stanford)

 Theoretical basis detailed by
Sunny Consolvo
(displaying info to encourage
health and wellness)

 Persuasive design used primarily in
the website UX to create return
traffic and ‘stickiness’


Theoretical Underpinning of Persuasive Design

Five Theoretical Underpinnings:

 Goal Setting Theory

 Transtheoretic Model of Behavior Change

 Presentation of Self in Everyday Life

 Cognitive Dissonance Theory

 Fogg Behavior Change Model


Theoretical Underpinning of Persuasive Design (1/5)

Goal Setting Theory
 Reveals how people attach to goals & characteristics that
motivate
 Goals selected by the user, not the designer
 Expert help in goal selection beneficial (goal credibility)
 Challenging & realistic
 Positive feedback & rewards for progress, not just for
goal attainment
 Real-time vs cumulative summary data

after Consolvo


Transtheoretic Model of Behavior Change
 Describes stages of behavior modification towards a goal
Stage Description Design Implication
Precontemplation No recognition of Focus on education
need for change
Contemplation Considering Focus on techniques for overcoming
change barriers or provide rewards for change

Preparation Intends to change, Reward behaviors even if there is
prior attempts inconsistency, increase pattern awareness


Action Performs desired Track progress, incorporate elements of
behavior < 6 mo social influence

Maintenance and Performs desired Acknowledge setback without punishment
relapse behavior > 6 mo
prevention

Source: Zimmerman et al., 2000; Tabor and Lopez, 2004


 Presentation of Self in Everyday Life
 Impression management; ‘what user wants others to think’
 Theatre/ performance with front stage and back stage
behaviors
 Dramatic realization (play with cufflings)
 Misrepresentation (lie)
 Secret consumption (eating cake while dieting)

 Persuasive technology must allow control of access to
backstage
 Person must be in control of information collected by
persuasive technology to enable impression management

after Consolvo

 Cognitive Dissonance Theory
 Psychological discomfort erupts upon realization of
inconsistency in attitudes and behaviors
 Motivated to eliminate dissonance, depending on
importance of behavior to the individual
 Can also reduce importance (rationalize)
 Persuasive technology needs to be persistent yet subtle
and allow focus on commitment to change

 Information display should evolve and adapt to
style and skill and take user to heightened goals as
competency increases


Theoretical Underpinning: Fogg Behavior Model (5/5)
target behaviors  
 triggerable  
motivation
increasing  untriggerable  
motivation
+ ability    behavior activation threshold
 
  triggers ineffective triggers effective

ability

 a target behavior can be activated or triggered if the individual:
 is sufficiently motivated
 has the necessary ability

 even if the individual has high motivation and high ability, a
trigger is necessary to cue expression of the targeted behavior
 this is the task of excellent design

 enhancing ability often enables the behavior by making it simpler
 simplicity chain – linked attributes that make behavior simpler

save reduce reduce reduce increase create
time cost physical mental social a
effort effort acceptance habit


Project Description – What We Did

 Generative Research
 Persuasive–design literature review
 User Centered Design
 Customer field research (driving around with users)
 Respondents: lead users, early adopters & majority users
 Locations: Chicago & San Francisco
 UCD Method: contextual inquiry – model building
 behavior, activity, cultural & artifact models
 consolidated model of research themes informing design
 Eco Information Display Format Designs
 Information architecture
 Information management schema
 Information display design
 Linkage to eco algorithms
 Evaluative Research (Iterative Design)
 Heuristic analysis, cognitive walk-through
 User performance & preference testing in VDR HMI System Lab and
Driving Simulator


Project Description
 UCD Respondents: S-Curve
 lead users (LU): hyper-milers Describing Technology Adoption Dynamics

Population Using New Device/ Feature
 early adopters (EA): hybrid Lead Users Early Majority Users
owners, high mpg vehicles Adopters

 majority users (MU): teachable
average drivers
 Scored questionnaire used to
categorized LU, EA & MU
 Employ multiple ethnographic tools
time

Ethnographic Methods in UCD Jumping the S-Curves
Innovation Diffusion Driven by Lead User Velocity
Videotape &
Visual Photography

Population Using New Device/ Feature
Artifacts & Material
Early Adopters, Gen 3
Culture Collection Majority Users
Local Model & Lead Users
Statistical Representation Collection
Data Collection Journals Gen 2
Passive Observation
Participant Observation
Gen 1
Quantitative Archival & Qualitative
Document Collection
Surveys & Group Interviews
Questionnaires

Oral Histories
Linguistic
Data Collection Structured &
Semi-Structured Interviews
after shelley evenson Verbal
time

Sidenote: Hypermiling Techniques

 Hypermiler Techniques
 Maintenance
 Minimizing mass and improving aerodynamics
 Efficient speeds
 Choice of gear (manual transmissions)
 Acceleration and deceleration (braking)
 Coasting or gliding
 Anticipation
 Minimizing ancillary losses
 Fuel type
 Trip computer
 Burn and coast
 Auto-stop, forced stop, and draft-assisted forced
stop
 Drafting Source: “Fuel economy-maximizing behaviors” Wikipedia


Model Building
affinity diagrams

activities behaviors activity model
behavioral
model
task & goals;
motivations for goal
temporal sequence
selection

artifacts
artifact model cultural model

objects & tools; use societal, tech &
purpose env linkages

field notes

consolidated model
of what “is”


Status - Research Findings

 24 respondents from two major cities
 13 from Chicago
 11 from San Francisco
 12 journal respondents
 Interviews with Cultural Experts
 Luscious Garage
 New car dealers – Tesla, Ford, Honda
 Prof. BJ Fogg
 Prof. Cliff Nass


Summary Models of ‘What Is’


Preliminary Guidance for Info Display Design

Vehicle must provide:
 Quantitative instantaneous energy consumption/ efficiency
gauge as a primary instrument
 Exceedingly high use rate in equipped vehicles (Prius)
 promotes trial and error learning about efficient use modes
 Drag, coasting, regen braking, tire pressure, fuel
quality, weight, a/c use, battery temp
 behavior change requires real time actionable feedback
 Allows nostrums to be deflated

 Accurate summary per tank statistics or last 500 miles
 almost everyone calculates summary mgp; varying accuracy
 ‘in my head’, Vehicle provided, Spreadsheets, Web sites
(fuelefficiency.gov)
 Strongly motivated by competition with others and self
 Used as indicator of required maintenance



 Acknowledge range of motivations and allow users to select
desired statistic from a range of offerings
 Miles per gallon, cents per mile, amount CO2 per mile,

 An adaptable information system that evolves with user skill
and interest

 An information system that has features to remain engaging
and promotes continued use and exploration

 A system that triggers desired behavior and enables real
efficacy by improving ability (simplifications)
 Currently:
 Motivations exist
 Abilities are low
 Triggers are largely absent



 Route specific energy consumption information (heat map)
 Segments to avoid
 Multiple vehicle complied statistics – you relative to others
 Vehicle as a probe – Web 3.0
 Collaborative goal setting assistance
 Pilot’s associate operating in background indentifying
opportunities
 Gentle offering of suggested improvements
 Recommended goals in a ‘sought information’ screen
 Rewards for progress, as well as goal attainment
 Acknowledge context dependent performance and never punish
 Merging onto freeway, carried with the flow of traffic, late for
work, shifting priorities and motivations
 Allow secret consumption
 Enable ‘bragging’ with artifacts of achievement and allow user to
present self as she wishes
 Driver specific goals, statistics, reports and rewards
 Foster web 2.0 networking for competition, learning
 Adopt a ‘master’ to set a standard, or not!

Ecosystem Design
Concept Development Phase
time driver
Secondary Display forever me
this week Roy
• summary statistics today everyone
• goal visualization
• triggers
Primary Display • recommended vehicle config.
• real time, actionable info
P tire T batt weight

• terrain heat map
• triggers • rewards
drag Speed history

• rewards • competition rankings
• inst. performance vs goal • progress to goal visualization
• visualization consistent with motivation Smart Phone
• light weight version of web aps
tangible, relevant-selectable • social networking
visualization • summary statistics
• badges

$s Saved CO2 Saved

Oil Saved

Population
-- you
-- Joe

Segment Perf.

GM Web Applications
• social networking – goals of others
• learning - statistical analysis
• competition - badges, rewards, SWAG
Vehicle as probe • tools for goal setting
• record keeping
• teaching


Primary Display
Actionable Real-Time Data
• Broken ring and pointer color change indicates deviation from eco-optimal
acceleration / deceleration rate


Concept Efficiency Heat Map & Range Map


Thank You!

2011 World Usability Day persuasive design – eco display Pg 24

UPA Israel event 2011 – Omer Tsimhoni

Recomendados

Recomendados

Mais conteúdo relacionado

Destaque

Destaque (6)

Semelhante a UPA Israel event 2011 – Omer Tsimhoni

Semelhante a UPA Israel event 2011 – Omer Tsimhoni (20)

Último

Último (20)

UPA Israel event 2011 – Omer Tsimhoni