Post on 11-Aug-2014
description
Designing for behaviour change
Phil Barrett Director Flow Interactive South Africa
A few techniques
Flickr:Heather H
opkins/ClevergrrlFlickr:M
el/Karamellzucker
Flickr:Darren Tunnicliff/Đ
āżŦ {mostly absent}Flickrr: Etolane
Remove the negative posts: people post more positive stuff.
Facebook manipulated 689,003 users’ emotions for science
Flickr:quantum bunny
Remove the positive posts: people post more negative stuff.
“I am worried about the ability of Facebook and others to manipulate people’s thoughts […]
If people are being thought-controlled in this kind of way, there needs to be protection and they at least need to know about it.
Jim Sheridan, MPMember of Commons Media Select committee
Facebook’s real motives
Facebook wants you to use Facebook more.
Facebook always builds a user’s feed by compiling “the content they will find most relevant and engaging.”
Facebook has built a behaviour in users: Smartphone users check Facebook 14 times a day.
…keeping us on Facebook!
Computers can change people’s behaviour
…So can TV, Radio, Books, Speeches, Posters, Games, Smells, Conversations, Balloons…
Behaviour-change is the measurable outcome of UX work
“Behaviour is our medium.
Robert FabricantFrog Design
Sustained behaviour change. Creating an itch that people want to keep on scratching
Hay D
ay: A great gam
e on facebook. Play it now!
And what about in the real world?
Exercise more, eat better, save for retirement, recycle, use less electricity, volunteer to help a charity, spend more time with the kids…
Flickr: El Alvi/alvi2047
MindbloomFitbit
Do these kinds of things work?A show of hands…
What kinds of behaviour change can we hope to achieve?
What techniques can we use?
Flickr: Jack Keane/whatknot
Get people to take an action
Exploit mental quirks to persuade
Build habits
Design a compelling behavioural plan
Cheat Flickr: Jack Keane/whatknot
CONCEPT 1
Getting people to take action is hard
“BJ Fogg,
Professor of Persuasive Tech Stanford University
Three elements must converge at the same moment for a behavior to occur: Motivation, Ability, and Trigger.
Easy to doHard to do
Low motivation
High motivation
No action: Triggers fail here
Ability
Motivation
Action! Triggers succeed here
Easy to doHard to do
Low motivation
High motivation
No action: Triggers fail here
Action! Triggers succeed here
Ability
Motivation
More compelling
Less effort
Fogg’s motivation factors
Attain Avoid
Pleasure Pain
Hope Fear
Social acceptance Social rejection
Even harder: Behaviour change funnel
Execute action
CUE
REACTION
EVALUATION
ABILITY
TIMING
Distractions
Distractions
Distractions
Distractions
Distractions
Doesn’t notice
Negative reaction
Cost > benefit
Can’t act
No urgency
CREATE action funnel
CONCEPT 2
You can exploit mental quirks to get a more positive reaction
“System 1” “System 2”
Automatic vs deliberate thinking
• Does the job properly but uses a lot of glucose. • Substitutes easy questions for hard ones
• Believes things that are easy to believe • Operates using habits
System 2
System 1
Flickr: Thomas/Infidelic
Exploiting system 1: some examples
§ Free stuff. People make irrational decisions when things are free.
§ Loss aversion: People are more motivated by avoiding a loss than by acquiring a similar gain. If the same choice is framed as a loss, rather than a gain, people will behave differently.
§ Ikea effect: We value things we have made more highly.
§ Social proof: Everyone else is doing it, so it must be a good thing.
People behave strangely when things are free
Framing a choice as a loss makes it less popular
Imagine that the US is preparing for the outbreak of a lethal flu, which is expected to kill 600 people. Choose a program to address the problem. !a) 200 people will be saved !b) 1/3rd chance that 600 people will be saved. 2/3rd chance that no people will be saved.
72%
Framing a choice as a loss makes it less popular
Imagine that the US is preparing for the outbreak of a lethal flu, which is expected to kill 600 people. Choose a program to address the problem. !a) 400 people will die. !b) 1/3rd that no-one will die. 2/3rd chance that 600 people will die.
22%
The IKEA effect.
With origami frogs.
They were hard to make and most people did a bad job.
How much would people bid for their own frogs?
And the frogs of others? And expert -made frogs?
Flickr: Todd Jordan/Tojosan
We become attached to the things we make.
• Average bid for expert-made frog: 27¢
• Average bid for own frog: 23¢
• Average bid by someone else for that same frog: ¢5c
Flickr: Nanim
o
What’s this one?
And this one?
CONCEPT 3
For sustained behaviour change you need to create habits
Habits let system 2 offload much of the day’s effort onto system 1.
Create a habit, and the action can be performed many times without conscious thought from the rider.
Flickr: Thomas/Infidelic
Habit loop
Icons made by Icons8 from flaticon.com
Cue
Routine
Reward
triggers
provides
becomes associated with…
Habit loop: key details
Cue must be clear, unambiguous, single-purpose.
User must be motivated and able to do the routine.
User must know about the reward, want it and get it immediately after the routine.
Rewards
“Promising a reward for an activity is tantamount to declaring that the activity is not worth doing for its own sake.
Remove the reward and the behaviour stops
But in the commercial world, rewards don’t have to stop.
Variable rewardVariability causes increased levels of dopamine, the neurotransmitter that drives us to search for rewards.
Types of reward
TribeHunt Self
Old habits never die. But sometimes you can get past them.
• Avoid the cue
• Replace the routine
• Get people to think about the habit
• Mindfulness
• Crowd out the old habit with new behaviour
CONCEPT 4
Design a behaviour plan that helps people build ability and stay motivated
Behavioural plan*
Get shoes Decide route Set date 1st run!
Expensive Not sure of right distance
Feels unfamiliar Can’t commit
Might forget or chicken out
*AKA Customer journey
Run!
Behavioural plan*
Get shoes Decide route Set date 1st run!
Expensive Not sure of right distance
Feels unfamiliar Can’t commit
Might forget or chicken out
*AKA Customer journey
Run!
Suggest distance Suggest route Social proof
Social proof Behavioural bridge
Reminder Commitment contract Target/goal Social proof Behavioural bridge
Learn from game design!
We don’t need no stinkin’ badgesAdding points and badges does not make a bad game fun.
7 principles of good games
• Clear, worthwhile goal
• Clear, bite-sized actions and choices
• Clear action-goal relations
• Clear status
• Lots of positive feedback
• Scaffolded challenges
• Social comparison
Ingredients for a state of Flow
• Clear goal: You know what you’re trying to achieve • Rapid Feedback: Visibility of distance to go and of motion
towards the goal • Challenge/mastery: You have to play better over time if you
want to win
Skills
Challenge
Anxiety
BoredomFlow
A state of “Flow”
• Optimal performance
• Intense focus and concentration
• Time flies by
• Feels good
Mihaly Csikszentmihalyi Author of Flow
Epic meaning: Real or imaginary
Epic meaning: Real or imaginary
Epic meaning: Real or imaginary
Lots of positive feedback
Peggle
1 2 3 4 5 6 7 8 9 10
Scaffolded challenges
Small challenges building to bigger ones.
Social, hunt and intrinsic rewards.
Like in Plants vs Zombies
Make the behaviour more challenging, not the interface
Sebastian Deterding, Just add points?
CONCEPT 5
Cheat
Choice architecture
In some situations you can make a lasting impact by choosing a positive default and allowing people to opt out.
“Employees did not have to spend time choosing a savings rate and an asset allocation; they could just tick a yes box for participation. As a result, participation rates jumped from 9 percent to 34 percent.
People really do want to join the plan, and if you dig a channel for them to slide down that removes the seemingly tiny barriers that are getting in their way, the results can be quite dramatic.”
Cheat for pension sign-up
Cheat for organ donation
Austria Germany
99% registered donors 12% registered donors
Opt in on driving licence
application
Opt out on driving licence application
Libertarian paternalism
In unfamiliar and complex situations where people often make the wrong choice, it’s best to make a choice for them but important to allow them the freedom to do what they want.
To create sustained behaviour change!• Be realistic: it’s hard!
• Exploit mental quirks to persuade
• Build habits
• Design a compelling behavioural plan
• Cheat