designing for behaviour change
DESCRIPTION
Dr Anne Hsu's presentation on Behavioural Design to the London Gamifiers Meetup (http://www.meetup.com/gamifiers)TRANSCRIPT
Designing for Behaviour Change
Dr. Anne Hsu
School of Electronic Engineering and Computer ScienceQueen Mary University of London
Fundamental
Law of Behaviour
3
We really just want two things
4
More good feelings = rewards
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Fewer bad feelings = costs
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Most actions are choices (conscious or not)
Nothing
…
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action choice value =
rewards - costs
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Most actions are choices (conscious or not)
Nothing
…
+10
+5
+5
+3-3-5
9
Most actions are choices (conscious or not)
Nothing
…
+10
+5
+5
+3-3-5
10
Law of Behavioural Choice
• Actions with higher values are chosen
• Values change over time and context
• Immediate rewards and costs dominate
value of action = rewards - costs
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Costs:
Effort
Pain
Discomfort
Bad emotions
Embarrassment
Rewards:
Recognition
Pleasure
Comfort
Good emotions
Internal rewards and costs
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To increase a behaviour
• Increase rewards
• Decrease costs
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Fogg's behaviour design model
Rewards-Cost
Reducing cost of effort
Call to action
Fogg, http:behaviormodel.org
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Designing for needs and motivation
Maslow's Hierarchy
Physiology (hunger, thirst, sleep, etc.)
Safety/Security/Shelter/Health
Belongingness/Love/Friendship
Self-esteem/Recognition/Achievement
Self actualization
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Self Determination Theory (Deci)
Mastery
Autonomy
Connection
Used in game design
Designing for needs and motivation
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Behavioural Design Considerations
What is the motivational context of my technology?
-Rewards and Costs • Life context• Technology context• Different users (segmentation)• As a function of time
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Example: Travel sitePossible Rewards:
-Good deals
-Exploration/adventure
-Connection to friends and family
-Reconnect to self
Possible idea for enhancing rewards:
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Example: Travel sitePossible Rewards:
-Good deals
-Exploration/adventure
-Connection to friends and family
-Reconnect to self
Possible idea for enhancing rewards:
-Connect automatically to photo album, or trip-diary?
19
Example: Travel sitePossible Rewards:
-Good deals
-Exploration/adventure
-Connection to friends and family
-Reconnect to self
Possible idea for enhancing reward:
-Connect automatically to photo album, or trip-diary?
User testing very important!
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-Clarity and simplicity of user actions
-Incremental steps in behaviour
-Onboarding in game design
Minimize effort
