The Mao Model researchfor behavior change Sebastian Deterding (@dingstweets) Interaction’12 February 3, 2012, Dublin cb
Swelter more steelto accelerate the establishment of socialism! http://j.mp/yesqNM
Persuasive Design The MAO Model Coda 1 3 5 2 4 The Problem The Method
Persuasive Design 1 The MAO Model Coda 3 5 2 4 The Problem The Method
self- health eco/green improvement New markets
Retweet! Bookmark! Tag! Comment! Like! Design! Curate! Upload! Mark as Spam! Buy! Forward! Invite! Subscribe! Add friend! Share! Digg! Answer! Vote! New business models & goals
Now: e Social Animal
Rational Actor Social Animal Individualist, detached Social, embodied Many (also intrinsic, social) Material self-interest motivations Biases, emotions, habits, Cool calculating ratio social & material environment Conscious information- Unconscious processes processing
A g dworkin model http://www.flickr.com/photos/grumbler/5631948705/sizes/o/in/photostream/
e Rider Conscious, deliberate reasoning Needs goals and plans to get somewhere Quickly tired from heavy steering Often not alert http://www.flickr.com/photos/grumbler/5631948705/sizes/o/in/photostream/
e Elephant Emotions, habits,automatic processes Has a mind of its own (really in charge) Lives in the here and now Training takes time http://www.flickr.com/photos/grumbler/5631948705/sizes/o/in/photostream/
e Jungle Social andmaterial environment Arouses the elephant (mice!) Makes things harder/easier to reach Can be cultivated by rider Where the herd lives http://www.flickr.com/photos/grumbler/5631948705/sizes/o/in/photostream/
al on r ti o a t R c A Ignorin the elephant and the r m
Persuasive Design The MAO Model Coda 1 3 5 4 2 The Method The Problem
what we warnall clients of: »A solution in search of a problem«
Not »This might alsopersuade users.« But »What drives and stops Peter to do X at point Y?«
motivation trigger trigger threshold ability e Fog Behavior Model? http://behaviormodel.org/
„Pleasure/pain, hope/fear, acceptance/rejection“ is a private theory out of sync with motivation research; ignores attitudes and affects motivation trigger trigger threshold ability e Fog Behavior Model? 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) motivation trigger trigger threshold ability e Fog Behavior Model? http://behaviormodel.org/
Ignores intention, goal- setting, mindfulness motivation trigger trigger threshold ability e Fog Behavior Model? http://behaviormodel.org/
o gg F In ort: We‘re mi in a rider here! http://www.flickr.com/photos/aftab/3992830809
A ion isme , emergent, situated http://www.flickr.com/photos/grumbler/5631948705/sizes/o/in/photostream/
and we‘d stilllike to know: What are the relevant motivators, enablers, triggers for Peter to do X in situation Y?
Persuasive The Mao Model Design 3 Coda 1 5 2 4 The Problem The Method
wa er be ad re Re http://www.flickr.com/photos/velouria/4997235332
»Put hot triggersin the path of motivated people.« BJ Fogg the new rules of persuasion (2009) http://www.slideshare.net/bjfogg/bj-fogg-the-new-rules-of-persuasion-brussels-2009
ep St 2 # Help people understand http://www.thefamilyinternational.org/en/work/africa/projects/education/143/photo/471/
Rel ing ated ong nes Bel Au s ton ition om co gn y Re psycholo social gical nce Powe pe te r Com physical Hu x Se ng Thirst er
Rel ing ated ong nes Bel Au s ton ition om co gn y Re psycholo social gical nce Powe pe te r Com physical Hu x Se ng Thirst er
That tricky beast,autonomy http://www.flickr.com/photos/prescottfoland/5259812928
Lynde Kintner, SmartSex. http://www.ac4d.com/home/philosophy/student-work/smart-sex-the-man-shield/
Acknowledge and defuseFUDs http://misteringo.deviantart.com/art/Bunnies-Scream-Again-79745974
Use (or remove)social norms http://www.flickr.com/photos/matthileo/4482198229
Motivation, in summary knowledge Build awareness, form mental models attitudes, emotions Connect to emotions & values motivations Appeal to & satisfy needs fears Acknowledge & defuse fears social norms Use or shift contexts
Train strictly andbe well-prepared for the battle against invaders! http://j.mp/wdUCRx
Support visioning http://www.flickr.com/photos/ronsombilongallery/3240944872
Support visioning http://www.flickr.com/photos/ronsombilongallery/3240944872
Oh, there‘s craving. Interesting. Mindfulness http://www.flickr.com/photos/johnworthington/3241165758
Willpower http://www.flickr.com/photos/foshydog/3699371501 http://www.flickr.com/photos/pnjunction/2509578641
»With an aestheticof convenience, you will never instill change. What you need, rather, is an aesthetic of friction.« Marc Hassenzahl towards an aesthetic of friction (2011) http://www.youtube.com/watch?v=ehWdLEXSoh8
Cultivate mindfulness andwillpower 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.
Strengthen self-efficacy http://en.wikipedia.org/wiki/Learned_helplessness http://en.wikipedia.org/wiki/Self-efficacy
»Free choice meanshaving at least one other way.« Moshé Feldenkrais the elusive obvious (1981) http://www.ucl.ac.uk/news/news-articles/0908/09080401
Ability, in summary goal-setting Support visioning, goals, planning mindfulness, will Train the rider‘s strength self-efficacy Model, afford successes, forgive failures ability Train, improve usability & resources habit Repetition until ready-to-hand/automatic social support Providing social support
Opportunities over time macro biography Breakdowns, periods service lifecycle Steps (one-time/repeat) routines Month, week, day, ... service episode User flow, interface micro
Routines: Workday http://www.flickr.com/photos/mindcaster-ezzolicious/3050043143
What did Iwant? http://www.flickr.com/photos/philandpam/1485578432
»After surveying theexperimental 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.« Joseph Heath and Joel Anderson procrastination and the extended will (2010)
Create wanted cues http://www.flickr.com/photos/robandstephanielevy/4668030838
Opportunity, in summary time Find rhythms & timings space Find spaces for action cues Create wanted, remove unwanted re-minders Give the rider a chance
Persuasive Design The MAO Model Coda 1 3 5 2 The Problem 4 The Method
First, a naggingproblem http://people.virginia.edu/~tdw/nisbett&wilson.pdf
»Nisbett and Wilsonare not skeptics about introspective report of conscious experiences. They are skeptics about introspective knowledge of the causes of those experiences.« Eric Schwitzgebel the nisbett-wilson myth (2006) http://schwitzsplinters.blogspot.com/2006/10/nisbett-wilson-myth.html
The limits ofself-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
ep St 1 # Define & ma 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
Behavior chain: Eatinghealthy shop cook eat healthy healthy healthy food food food avoid mindless snacking
Behavior chain: Eatinghealthy shop cook eat plan healthy healthy healthy healthy meals food food food avoid mindless snacking
Behavior chain: Eatinghealthy shop cook eat plan healthy healthy healthy healthy meals food food food actor a avoid mindless snacking actor b
ep St 2 # 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?)
ep St 3 # Gather data http://j.mp/yCqngC http://myexperience.sourceforge.net/ http://www.kaushik.net/avinash/the-three-greatest-survey-questions-ever/ http://www.uxmatters.com/mt/archives/2011/05/capturing-meaningful-and-significant-user-experience-metrics.php
ep St 3 # 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
Why? Why? Why? Why? Why? Use laddering Laddering http://madpow.com/Insights/WhitePapers/Laddering--A-Research-Interview-Technique.aspx
ep St 4 # Analyse the data 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«
ep St 5 # Ideate How might we address ... Put Put key obstacle/ opportunity (, using pattern/card/lens ) here here to achieve Put desired change here ?
ep St 5 # Ideate How might we address ... Put Put key obstacle/ opportunity (, using pattern/card/lens ) here here to achieve Put desired change here ?
ep St 5 # Ideate How might we address ... Put Put key obstacle/ opportunity (, using pattern/card/lens ) here here to achieve Put desired change here ?
ep St 6 # Make a detail analysis choose send see whom to write invite invite invite invite sign explore accept open up service invite invite
ep St 6 # Make a detail analysis Ability choose Motivation whom to invite Opportunity
ep St 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
ep St 7 # Map a journey over time
e Path Designing changeover time, step by step Maintenance http://www.flickr.com/photos/grumbler/5631948705/sizes/o/in/photostream/
»It takes anaverage 66 days to form a new habit.« Phillippa Lally et al. how are habits formed (2009) http://www.ucl.ac.uk/news/news-articles/0908/09080401
#1 way kea Ta A ion is me , emergent, situated http://www.flickr.com/photos/grumbler/5631948705/sizes/o/in/photostream/
ange starts withunderstandin the problem Designed by Sebastian Deterding/coding conduct p. 1 Key drivers Behavior Key obstacles Licensed under cb Ability Ability Ability Self-e cacy Mindfulness/grit Obstacles Knowlegde/skill/usability Drivers Habits Resources Social support Motivation Motivation Motivation Motivation Ability Opportunity Analysis Awareness Attitudes/emotions Obstacles Goals Drivers Motivations Fears Social norms Opportune Moments Biography Service lifecycle Routines Service episode #2 way ea k Ta
»These are twotypes 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.« Paul Watzlawick et al. change (1974: 10-11)
»The ethical imperative: Actalways so as to increase the number of choices.« Heinz von Foerster 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
#2 tion es qu Do you seek the right change? http://www.guardian.co.uk/sustainable- business/small-painless-behaviour-change
»(A) person havinga 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.« Paul Watzlawick et al. change (1974: 10-11)
If you likedthis, you will enjoy ... don‘t play games with me! Promises and Pitfalls of Gameful Design
If you likedthis, you will enjoy ... persuasive design or: The Fine Art of Separating People from their Bad Behaviours
If you likedthis, you will enjoy ... meaningful play Getting »Gamification« Right
Some References Ariely, D.(2010). Predictably Irrational: The Hidden Forces that Shape Our Decisions. New York: Harper Perennial. j.mp/yy6kX9 Benkler, Y. (2011). The Penguin and the Leviathan: How Cooperation Trumps Over Self- Interest. London: Penguin. j.mp/zzGQH7 Brooks, D. (2012). The Social Animal: The Hidden Sources of Love, Character, and Achievement. New York: Random House. j.mp/zpcc8O Christakis, 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/ wcgnW2 Damasio, 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/yRQB7R Grist, M. (2010). STEER: Mastering Our Behaviour Through Instinct, Environment and Reason. London: The RSA. j.mp/wjKcV1 Heath, C. & Heath, D. (2010). Switch: How to Change When Change is Hard. New York: Broadway Books. j.mp/zPVnde
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/zkHz5p Ölander, 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/AimHXS Rowson, J. (2011). Transforming Behaviour Change: Beyond Nudge and Neuromania. London: The RSA. j.mp/x8Sjl1 Thaler, 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
Even More References TheChocolate 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/xa11sp Implementation Intentions: Gollwitzer,P. M. (1999). Implementation Intentions: Strong Effects of Simple Plans. American Psychologist 54,7. j.mp/ysqlDb Willpower 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
Image credits Most imagesare 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.