The MAO Model: Research for Behavior Change.
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Transcript of The MAO Model: Research for Behavior Change.
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The Mao Modelresearch for behavior changeSebastian Deterding (@dingstweets)Interaction’12February 3, 2012, Dublin
cb
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http://j.mp/yesqNM
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http://j.mp/yesqNM
Swelter more steel to accelerate the establishment of socialism!
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1
PersuasiveDesign
3
The MAO Model
2
The Problem
4
The Method
5
Coda
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3
The MAO Model
2
The Problem
4
The Method
5
Coda1
PersuasiveDesign
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From Usability to Motivation
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Persuasive Design
Design to change attitudes and behaviors
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Robert Fabricant
»Behavior is our medium.«
interaction’09 (2009)
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Why care?
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Reason #1
Business has changed.
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utilityusability
the great beyond
New differentiators
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New markets
healthself-improvement eco/green
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New business models & goals
Upload!
Comment!Tag!
Digg!
Forward!
Invite!
Bookmark!Retweet!
Share!Add friend!
Design!
Mark as Spam!
Like!
Answer! Vote!
Curate!
Subscribe!
Buy!
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Reason #2
Our idea of the human condition has changed.
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+
Then: The Rational Actor
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(It shaped our work as well)
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Now: !e Social Animal
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Rational Actor Social Animal
Individualist, detached Social, embodied
Material self-interest Many (also intrinsic, social) motivations
Cool calculating ratioBiases, emotions, habits,
social & material environment
Conscious information-processing Unconscious processes
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http://www.flickr.com/photos/grumbler/5631948705/sizes/o/in/photostream/
A g"d working model
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!e RiderConscious, deliberate reasoning
Needs goals and plans to get somewhereQuickly tired from heavy steering
Often not alert
http://www.flickr.com/photos/grumbler/5631948705/sizes/o/in/photostream/
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!e ElephantEmotions, habits, automatic processesHas a mind of its own (really in charge)
Lives in the here and nowTraining takes time
http://www.flickr.com/photos/grumbler/5631948705/sizes/o/in/photostream/
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!e JungleSocial and material environment
Arouses the elephant (mice!)Makes things harder/easier to reach
Can be cultivated by riderWhere the herd lives
http://www.flickr.com/photos/grumbler/5631948705/sizes/o/in/photostream/
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Ignoring the elephant and the r"m
Rational
Acto
r
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1
PersuasiveDesign
3
The MAO Model
4
The Method
5
Coda
The Problem
2
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We have t"l sets ...
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… but no real constru%ion plan.
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what we warn all clients of:
»A solution in search of a problem«
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Not»This might also persuade users.«
But»What drives and stops Peter to do X at point Y?«
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!e Fogg Behavior Model?
mo
tiva
tio
n
ability
trigger
trigger threshold
http://behaviormodel.org/
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!e Fogg Behavior Model?
mo
tiva
tio
n
ability
trigger
trigger threshold
http://behaviormodel.org/
„Pleasure/pain, hope/fear, acceptance/rejection“ is a private theory out of sync with motivation research; ignores attitudes and affects
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!e Fogg Behavior Model?
mo
tiva
tio
n
ability
trigger
trigger threshold
http://behaviormodel.org/
Ignores self-efficacy, learning, understanding. Quote: „Most people resist learning new things. That’s just how we are as humans: lazy“ (which is untrue)
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!e Fogg Behavior Model?
mo
tiva
tio
n
ability
trigger
trigger threshold
http://behaviormodel.org/
Ignores intention, goal-setting, mindfulness
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In &ort: We‘re mi'ing a rider here!http://www.flickr.com/photos/aftab/3992830809
Fogg
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http://www.flickr.com/photos/grumbler/5631948705/sizes/o/in/photostream/
A%ion is me'y, emergent, situated
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http://www.flickr.com/photos/automat/623260075
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http://www.flickr.com/photos/melissagray/4379697339
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and we‘d still like to know:
What are the relevant motivators, enablers, triggers for Peter to do X in situation Y?
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1
PersuasiveDesign
2
The Problem
4
The Method
5
Coda3
The Mao Model
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http://www.springerlink.com/content/m7128613815u7225/
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MotivationPushing action forward (or back)
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AbilityAffording and constraining action
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opportunityFinding the right/ critical moments
“Stopwatch” symbol is by The Noun Project from thenounproject.com collection.
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Reader
beware
http://www.flickr.com/photos/velouria/4997235332
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MotivationPushing action forward (or back)
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http://j.mp/xcHfVe
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http://j.mp/xcHfVe
Love manual labor!
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BJ Fogg
»Put hot triggers in the path of motivated people.«
the new rules of persuasion (2009)http://www.slideshare.net/bjfogg/bj-fogg-the-new-rules-of-persuasion-brussels-2009
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»I‘m not convinced.«http://www.flickr.com/photos/prescottfoland/5259812928
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Make people aware
Step
#1
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Help people understandhttp://www.thefamilyinternational.org/en/work/africa/projects/education/143/photo/471/
Step
#2
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http://j.mp/xGk85S
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<Insert influence here>
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Social Proof, LikingAuthority
Social Proof
Facts
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Make people care
Step
#3
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Appeal to motivational needs
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Create need-satisfying experiences
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physical
psychological
socialH
ungerThirst
Sex
Relatedness
Power
RecognitionAutonomy
Competence
Belo
ngin
g
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physical
psychological
socialH
ungerThirst
Sex
Relatedness
Power
RecognitionAutonomy
Competence
Belo
ngin
g
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http://www.flickr.com/photos/prescottfoland/5259812928
That tricky beast, autonomy
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Lynde Kintner, Smart Sex. http://www.ac4d.com/home/philosophy/student-work/smart-sex-the-man-shield/
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http://misteringo.deviantart.com/art/Bunnies-Scream-Again-79745974
Acknowledge and defuse FUDs
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Use (or remove) social normshttp://www.flickr.com/photos/matthileo/4482198229
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Motivation, in summary
attitudes, emotions
motivations
fears
social norms
knowledge Build awareness, form mental models
Connect to emotions & values
Appeal to & satisfy needs
Use or shift contexts
Acknowledge & defuse fears
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AbilityAffording and constraining actions
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http://j.mp/wdUCRx
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http://j.mp/wdUCRx
Train strictly and be well-prepared for the battle against invaders!
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Support visioninghttp://www.flickr.com/photos/ronsombilongallery/3240944872
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Support visioninghttp://www.flickr.com/photos/ronsombilongallery/3240944872
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Guide goal and implementation planning
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Guide goal and implementation planning
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Mindfulnesshttp://www.flickr.com/photos/johnworthington/3241165758
Oh, there‘s craving.
Interesting.
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Willpower
“MUST - RESIST - CRAVING !!!“
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Willpowerhttp://www.flickr.com/photos/foshydog/3699371501
http://www.flickr.com/photos/pnjunction/2509578641
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Marc Hassenzahl
»With an aesthetic of convenience, you will never instill change. What you need, rather, is an aesthetic of friction.«
towards an aesthetic of friction (2011)http://www.youtube.com/watch?v=ehWdLEXSoh8
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Cultivate mindfulness and willpowerKehr, F., Hassenzahl, M., Laschke, M., & Diefenbach, S. (2012). A transformational product to improve self-control strength: the Chocolate Machine. Proc. of the SIGCHI conference on Human factors in computing systems.
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Strengthen self-efficacyhttp://en.wikipedia.org/wiki/Learned_helplessness
http://en.wikipedia.org/wiki/Self-efficacy
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Model the behavior
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Provide fast experiences of success
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Defuse guilt & frustration
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Build knowledge and skills
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Make it easy (or hard ^_^)
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Ensure necessary resources
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Shape new habitshttp://tinyhabits.com
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Routines support habituation
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Defaults support habituation
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Train ready-to-hand alternative actions
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Moshé Feldenkrais
»Free choice means having at least one other way.«
the elusive obvious (1981)http://www.ucl.ac.uk/news/news-articles/0908/09080401
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Provide social support
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Ability, in summary
self-efficacy
ability
habit
Model, afford successes, forgive failures
Train, improve usability & resources
Repetition until ready-to-hand/automatic
Providing social supportsocial support
mindfulness, will Train the rider‘s strength
goal-setting Support visioning, goals, planning
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opportunityFinding the right/ critical moments
“Stopwatch” symbol is by The Noun Project from thenounproject.com collection.
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obey commands at any time!
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καιρός
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The Opportune MomentProviding a catalyst when people are motivated, able, and have the opportunity to act.
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Opportunities over time
micro
macro
biography
service lifecycle
routines
service episode
Breakdowns, periods
Steps (one-time/repeat)
Month, week, day, ...
User flow, interface
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Biographic turning points
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Service lifecycle
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Routines: Workdayhttp://www.flickr.com/photos/mindcaster-ezzolicious/3050043143
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Routines: Craving cycle
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Service episode: Restaurant
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Service episode: Interface
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Always Be Closing
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No time?
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Defer
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Make a future appointment
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Allow completion in chunks
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Don‘t disturb current goals
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Opportunities in space
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The Opportune MomentProviding a catalyst when people are motivated, able, and have the opportunity to act.
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What did I want?http://www.flickr.com/photos/philandpam/1485578432
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Joseph Heath and Joel Anderson
»After surveying the experimental findings, one begins to wonder how people manage to get on in their daily lives at all. ... People are able to get on because they “offload” an enormous amount of practical reasoning onto their environment.«
procrastination and the extended will (2010)
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Create wanted cueshttp://www.flickr.com/photos/robandstephanielevy/4668030838
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Created wanted cues
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http://designinghappiness.wordpress.com/
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Remove unwanted external cueshttp://www.flickr.com/photos/a-culinary-photo-journal/3134396770
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Remove unwanted external cues
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Create Re-Mindershttps://www.readyforzero.com/
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Opportunity, in summary
space
cues
re-minders
time Find rhythms & timings
Find spaces for action
Create wanted, remove unwanted
Give the rider a chance
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1
PersuasiveDesign
3
The MAO Model
2
The Problem
5
Coda
The Method
4
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First, a nagging problemhttp://people.virginia.edu/~tdw/nisbett&wilson.pdf
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Eric Schwitzgebel
»Nisbett and Wilson are not skeptics about introspective report of conscious experiences. They are skeptics about introspective knowledge of the causes of those experiences.«
the nisbett-wilson myth (2006)http://schwitzsplinters.blogspot.com/2006/10/nisbett-wilson-myth.html
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The limits of self-report
We can report recent experiences, general beliefs, attitudes, values
Stick to actual, current/recent experiences
We fail at detailed memory, future action, irrelevant things, unconscious processes
Ask for connected attitudes, values, needs, but don‘t jump to conclusions
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Define & map *ange goals
Be specific: »Become a better person« doesn‘t work
Map out chain of behaviors & actors to structure and/or focus research
If you replace an old behavior, you need to study & address both old and new
Step
#1
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Behavior chain: Eating healthy
eat healthy
food
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Behavior chain: Eating healthy
eat healthy
food
avoid mindless snacking
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Behavior chain: Eating healthy
eat healthy
food
avoid mindless snacking
cook healthy
food
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Behavior chain: Eating healthy
eat healthy
food
avoid mindless snacking
cook healthy
food
shop healthy
food
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Behavior chain: Eating healthy
eat healthy
food
avoid mindless snacking
cook healthy
food
shop healthy
food
plan healthy meals
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Behavior chain: Eating healthy
eat healthy
food
avoid mindless snacking
cook healthy
food
shop healthy
food
plan healthy meals
actor a
actor b
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Recruit participants
People using your service/performing your activity (or broaden to comparable cases)
Look for people who just did it and ...
… failed/aborted (what kept them?)
… succeeded (what enabled them?)
Step
#2
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Gather datahttp://j.mp/yCqngC
http://myexperience.sourceforge.net/
Step
#3
http://www.uxmatters.com/mt/archives/2011/05/capturing-meaningful-and-significant-user-experience-metrics.php
http://www.kaushik.net/avinash/the-three-greatest-survey-questions-ever/
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Gather data
Stick to actual experiences with ...
Experience Sampling
True Intent/Voice of Customer
Shadowing/Contextual Inquiry
Interviews with participants that recently engaged in the activity in question
Step
#3
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Laddering
Why?
Why?
Why?
Why?
Why?
Use ladderinghttp://madpow.com/Insights/WhitePapers/Laddering--A-Research-Interview-Technique.aspx
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Find the template online at
http://j.mp/maomodel
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Analyse the dataStep
#4
Analyse, aggregate and identify key issues, looking for ...
… aligning drivers and obstacles
… things mentioned repeatedly
… things that separate successful and unsuccessful cases
… things that are interdependent or »root causes«
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Ideate
How might we address ...
Put key obstacle/opportunity
here
Put pattern/card/lens
here(, using )
to achieve ?Put desired change here
Step
#5
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Ideate
How might we address ...
Put key obstacle/opportunity
here
Put pattern/card/lens
here(, using )
to achieve ?Put desired change here
Step
#5
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Ideate
How might we address ...
Put key obstacle/opportunity
here
Put pattern/card/lens
here(, using )
to achieve ?Put desired change here
Step
#5
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Make a detail analysisStep
#6
write invitechoose
whom to invite
seeinvite
openinvite
acceptinvite
exploreservice
sendinvite
signup
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Make a detail analysisStep
#6
choose whom to
invite
Opportunity
Motivation
Ability
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Step
#6
Make a detail analysis
Take your customer journey/behavior chain/screen flow/…, ask at each step:
What is the relevant action?Is this the right moment? Are there unmet preconditions, better moments?What is de/motivating, en/disabling, cueing?Ideate for each step if necessary
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Map a journey over time
Step
#7
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http://www.flickr.com/photos/grumbler/5631948705/sizes/o/in/photostream/
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!e PathDesigning change over time,
step by stepMaintenance
http://www.flickr.com/photos/grumbler/5631948705/sizes/o/in/photostream/
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Phillippa Lally et al.
»It takes an average 66 days to form a new habit.«
how are habits formed (2009)http://www.ucl.ac.uk/news/news-articles/0908/09080401
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1
PersuasiveDesign
3
The MAO Model
2
The Problem
4
The Method
5
Coda
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http://www.flickr.com/photos/grumbler/5631948705/sizes/o/in/photostream/
A!ion is me"y, emergent, situated
Takeaway
#1
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Key d
riversB
ehavior
Key ob
stacles
Ab
ilityA
bility
Ab
ility
Self-e!cacy
Mindfulness/grit
Knowlegde/skill/usability
Habits
Resources
Social support
Motivation
Motivation
Motivation
Awareness
Attitudes/emotions
Goals
Motivations
Fears
Social norms
Motivation Ability Opportunity Analysis Designed by Sebastian Deterding/coding conductLicensed under cb p. 1
Op
portu
ne M
omen
tsO
pp
ortun
e Mom
ents
Op
portu
ne M
omen
tsO
pp
ortun
e Mom
ents
BiographyService lifecycle
RoutinesService episode
DriversDrivers
Obstacles Obstacles
$ange starts with understanding the problem
Takeaway
#2
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Paul Watzlawick et al.
»These are two types of change: one that occurs within a given system which itself remains unchanged, and one whose occurrence changes the system itself. ... Second-order change is thus change of change.«
change (1974: 10-11)
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Dou you build crutches …
question
#2
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… if you could build ladders?
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http://www.flickr.com/photos/seemoredomore/4727291896
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Heinz von Foerster
»The ethical imperative: Act always so as to increase the number of choices.«
on constructing a reality (1973)http://books.google.com/books?id=mAkIVn9d-9kC&lpg=PA211&ots=gpV1PJFU2k&lr&pg=PA214#v=onepage&q&f=false
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Do you seek the right change?http://www.guardian.co.uk/sustainable-business/small-painless-behaviour-change
question
#2
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When discipline is reinforced, revolution cannot fail!
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»(A) person having a nightmare can do many things in his dream – run, hide, fight, scream, jump off a cliff, etc. – but no change from any one of these behaviours to another would ever terminate that nightmare. ... The only way out of a dream involves a change from dreaming to waking.«
change (1974: 10-11)Paul Watzlawick et al.
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@dingstweets
codingconduct.cc
Thank You.
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If you liked this, you will enjoy ...
don‘t play games with me!Promises and Pitfalls of Gameful Design
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If you liked this, you will enjoy ...
persuasive designor: The Fine Art of Separating People from their Bad Behaviours
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If you liked this, you will enjoy ...
meaningful playGetting »Gamification« Right
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Ariely, D. (2010). Predictably Irrational: The Hidden Forces that Shape Our Decisions. New York: Harper Perennial. j.mp/yy6kX9Benkler, Y. (2011). The Penguin and the Leviathan: How Cooperation Trumps Over Self-Interest. London: Penguin. j.mp/zzGQH7Brooks, D. (2012). The Social Animal: The Hidden Sources of Love, Character, and Achievement. New York: Random House. j.mp/zpcc8OChristakis, N.A. & Fowler, J.H. (2009). Connected: The Suprising Power of Our Social Networks and How They Change Our Lives. New York: Litle, Brown and Company. j.mp/wcgnW2Damasio, A. (2005). Descarte‘s Error. Emotion, Reason, and the Human Brain. London: Penguin. j.mp/y9GTQ1
Fogg, B.J. (2009). A behavior model for persuasive design. Proceedings of the 4th International Conference on Persuasive Technology. j.mp/yRQB7RGrist, M. (2010). STEER: Mastering Our Behaviour Through Instinct, Environment and Reason. London: The RSA. j.mp/wjKcV1Heath, C. & Heath, D. (2010). Switch: How to Change When Change is Hard. New York: Broadway Books. j.mp/zPVnde
Some References
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More References
Kahnemann, D. (2011). Thinking, fast and slow. New York: Farrar, Straus & Giroux. j.mp/ymB3rc
Michie, S., van Starlen, M.M. & West, R. (2011). The behaviour change wheel: A new method for characterising and designing behaviour change interventions. Implementation Science 6,42. j.mp/zkHz5pÖlander, F. & Thogersen, J. (1995). Understanding of consumer behaviour as a prerequisite for environmental protection. Journal of Consumer Policy 18,4, 345-385.Pink, D. (2009). Drive: The Surprising Truth About What Motivates Us. London: Penguin. j.mp/AimHXSRowson, J. (2011). Transforming Behaviour Change: Beyond Nudge and Neuromania. London: The RSA. j.mp/x8Sjl1Thaler, R.H. & Sunstein, C. (2008). Nudge: Improving Decisions About Health, Wealth, and Happiness. London: Penguin. j.mp/ytZGZl
Watzlawick, P., Weakland, J. & Fish, M.D. (1974). Change. Principles of Problem Formation and Problem Resolution. W.W. Norton: New York. j.mp/zQMCIP
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Even More References
The Chocolate Machine: Kehr, F., Hassenzahl, M., Laschke, M., & Diefenbach, S. (2012). A transformational product to improve self-control strength: the Chocolate Machine. Proc. of the SIGCHI conference on Human factors in computing systems.Motivation and Emotion: Reeve, J. (2009). Understanding Motivation and Emotion, 5th. Ed. Hoboken; John Wiley. j.mp/xa11spImplementation Intentions: Gollwitzer,P. M. (1999). Implementation Intentions: Strong Effects of Simple Plans. American Psychologist 54,7. j.mp/ysqlDbWillpower is depleted and trainable: Baumeister, R.; J. Tierny (2011). Willpower: Rediscovering the Greatest Human Strength. New York: Penguin. j.mp/yTXL97.Mindfulness and smoking cessation: Brewer, J.A. et. al. (2011). Mindfulness training for smoking cessation: results from a randomized controlled trial. Drug and Alcohol Dependence 119,1-2. http://j.mp/y81CRX
Everyday willpower: Hofmann, W., Baumeister, R. F., Förster, G. & Vohs, K. D. (2012). Everyday temptations: An experience sampling study of desire, conflict, and self-control. Journal of Personality and Social Psychology, online first. j.mp/wRA74g
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Most images are cc-licensed images taken from flickr. In those cases, attribution and link to the original photo are given on the respective slide.All Mao posters are from the excellent maopost.com.»Daddy, drink two glasses of water first« image of Android app is © Rajat Paharia and used with kind permission.»Increasing motivation, removing friction« illustration is taken from Stephen Anderson‘s presentation The Art and Science of Seductive Interactions and used with kind permission.
Image credits
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Find the template online at
http://j.mp/maomodel