motivation by design: technologies, experiences, and incentives
DESCRIPTION
Invited presentation at Citizen Cyberscience Summit 2012 on the topic of designing citizen science technologies and experiences to motivate contribution.TRANSCRIPT
Motivation by Design:Technologies, Experiences,
and IncentivesAndrea Wiggins
16 February, 2012Citizen Cyberscience Summit
Personal Interests
• More than just motivation
• Motivations
• Intrinsic (altruism)
• Extrinsic (money)
• Personal Values (domain, science)
• Individual Goals (contributing)http://www.flickr.com/photos/verbeeldingskr8/4875710270/
• Scientific and personal interests must converge by design
• Influences almost every part of science and participation
• Promoting satisfaction & commitment
• Job design: autonomy, role expansion, etc.
• Incentives: material and symbolic rewards
Alignment of Interests
http://www.flickr.com/photos/freefoto/5982549938/
Which Came First?
• Science-first design
• Tech focuses on data entry
• Experiences focus on simplified science
• Citizen-first design
• Tech focuses on ease of use
• Experience adapts existing leisure practices
• Self-rewarded & socially rewardedhttp://www.flickr.com/photos/hammer51012/495218105/
Survey Says... (n=65)
•None: 23%• Public acknowledgement:
55%
• Volunteer appreciation events: 31%
• Free equipment/supplies/training: 26%
• Promo items: 18%
• Certificate: 12%
• Top contributor listings: 9%
• Personal performance ratings: 8%
• Co-authorship: 8%
• Role advancement: 6%
• Editor/moderator privileges: 2%
• Naming privileges: 2%
Data Entry is Dull
• Practically everyone hates data entry
• Major hurdle for participation
• Limits who participates
• More steps = lower return
• Usability is paramount
• Make it easy & worthwhilehttp://www.flickr.com/photos/crownjewel82/2892965663/
Games People Play
• “Gamification” of science
• Games for data collection & processing
• Games people already play
• Pervasive and mobile participation
• Costs are always higher than expectedhttp://www.flickr.com/photos/jontintinjordan/2788526030/
Implications for Design
• Who will participate?
• Why will they participate?
• How will they be rewarded?
• How can experiences be expanded?
http://www.flickr.com/photos/andymangold/4335799638/
Take-Aways
• Up-front in-depth consideration of audience and alignment of interests
• Technologies make rewarding people easier, and good design is not optional
• Design experiences to offer satisfying opportunities for individual development, social interaction, & deeper engagement
http://www.flickr.com/photos/skipnclick/2945026921/
Thanks!
• Case Study Projects: eBird, Great Sunflower Project, & Mountain Watch
• Collaborators: Kevin Crowston and many others
• U.S. NSF Grants 09-43049 & 11-11107
http://citsci.syr.edu
http://www.andreawiggins.com