The Mao Modelresearch for behavior changeSebastian Deterding (@dingstweets)Interaction’12February 3, 2012, Dublin

cb

http://j.mp/yesqNM

http://j.mp/yesqNM

Swelter more steel to accelerate the establishment of socialism!

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PersuasiveDesign

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The MAO Model

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The Problem

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The Method

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Coda

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The MAO Model

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The Problem

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The Method

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Coda1

PersuasiveDesign

From Usability to Motivation

Persuasive Design

Design to change attitudes and behaviors

Robert Fabricant

»Behavior is our medium.«

interaction’09 (2009)

Why care?

Reason #1

Business has changed.

utilityusability

the great beyond

New differentiators

New markets

healthself-improvement eco/green

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!

Reason #2

Our idea of the human condition has changed.

+

Then: The Rational Actor

(It shaped our work as well)

Now: !e Social Animal

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

http://www.flickr.com/photos/grumbler/5631948705/sizes/o/in/photostream/

A g"d working model

!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/

!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/

!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/

Ignoring the elephant and the r"m

Rational

Acto

r

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PersuasiveDesign

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The MAO Model

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The Method

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Coda

The Problem

2

We have t"l sets ...

… but no real constru%ion plan.

what we warn all clients of:

»A solution in search of a problem«

Not»This might also persuade users.«

But»What drives and stops Peter to do X at point Y?«

!e Fogg Behavior Model?

mo

tiva

tio

n

ability

trigger

trigger threshold

http://behaviormodel.org/

!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

!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)

!e Fogg Behavior Model?

mo

tiva

tio

n

ability

trigger

trigger threshold

http://behaviormodel.org/

Ignores intention, goal-setting, mindfulness

In &ort: We‘re mi'ing a rider here!http://www.flickr.com/photos/aftab/3992830809

Fogg

http://www.flickr.com/photos/grumbler/5631948705/sizes/o/in/photostream/

A%ion is me'y, emergent, situated

http://www.flickr.com/photos/automat/623260075

http://www.flickr.com/photos/melissagray/4379697339

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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PersuasiveDesign

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The Problem

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The Method

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Coda3

The Mao Model

http://www.springerlink.com/content/m7128613815u7225/

MotivationPushing action forward (or back)

AbilityAffording and constraining action

opportunityFinding the right/ critical moments

“Stopwatch” symbol is by The Noun Project from thenounproject.com collection.

Reader

beware

http://www.flickr.com/photos/velouria/4997235332

MotivationPushing action forward (or back)

http://j.mp/xcHfVe

http://j.mp/xcHfVe

Love manual labor!

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

»I‘m not convinced.«http://www.flickr.com/photos/prescottfoland/5259812928

Make people aware

Step

#1

Help people understandhttp://www.thefamilyinternational.org/en/work/africa/projects/education/143/photo/471/

Step

#2

http://j.mp/xGk85S

<Insert influence here>

Social Proof, LikingAuthority

Social Proof

Facts

Make people care

Step

#3

Appeal to motivational needs

Create need-satisfying experiences

physical

psychological

socialH

ungerThirst

Sex

Relatedness

Power

RecognitionAutonomy

Competence

Belo

ngin

g

physical

psychological

socialH

ungerThirst

Sex

Relatedness

Power

RecognitionAutonomy

Competence

Belo

ngin

g

http://www.flickr.com/photos/prescottfoland/5259812928

That tricky beast, autonomy

Lynde Kintner, Smart Sex. http://www.ac4d.com/home/philosophy/student-work/smart-sex-the-man-shield/

http://misteringo.deviantart.com/art/Bunnies-Scream-Again-79745974

Acknowledge and defuse FUDs

Use (or remove) social normshttp://www.flickr.com/photos/matthileo/4482198229

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

AbilityAffording and constraining actions

http://j.mp/wdUCRx

http://j.mp/wdUCRx

Train strictly and be well-prepared for the battle against invaders!

Support visioninghttp://www.flickr.com/photos/ronsombilongallery/3240944872

Support visioninghttp://www.flickr.com/photos/ronsombilongallery/3240944872

Guide goal and implementation planning

Guide goal and implementation planning

Mindfulnesshttp://www.flickr.com/photos/johnworthington/3241165758

Oh, there‘s craving.

Interesting.

Willpower

“MUST - RESIST - CRAVING !!!“

Willpowerhttp://www.flickr.com/photos/foshydog/3699371501

http://www.flickr.com/photos/pnjunction/2509578641

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

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.

Strengthen self-efficacyhttp://en.wikipedia.org/wiki/Learned_helplessness

http://en.wikipedia.org/wiki/Self-efficacy

Model the behavior

Provide fast experiences of success

Defuse guilt & frustration

Build knowledge and skills

Make it easy (or hard ^_^)

Ensure necessary resources

Shape new habitshttp://tinyhabits.com

Routines support habituation

Defaults support habituation

Train ready-to-hand alternative actions

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

Provide social support

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

opportunityFinding the right/ critical moments

“Stopwatch” symbol is by The Noun Project from thenounproject.com collection.

obey commands at any time!

καιρός

The Opportune MomentProviding a catalyst when people are motivated, able, and have the opportunity to act.

Opportunities over time

micro

macro

biography

service lifecycle

routines

service episode

Breakdowns, periods

Steps (one-time/repeat)

Month, week, day, ...

User flow, interface

Biographic turning points

Service lifecycle

Routines: Workdayhttp://www.flickr.com/photos/mindcaster-ezzolicious/3050043143

Routines: Craving cycle

Service episode: Restaurant

Service episode: Interface

Always Be Closing

No time?

Defer

Make a future appointment

Allow completion in chunks

Don‘t disturb current goals

Opportunities in space

The Opportune MomentProviding a catalyst when people are motivated, able, and have the opportunity to act.

What did I want?http://www.flickr.com/photos/philandpam/1485578432

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)

Create wanted cueshttp://www.flickr.com/photos/robandstephanielevy/4668030838

Created wanted cues

http://designinghappiness.wordpress.com/

Remove unwanted external cueshttp://www.flickr.com/photos/a-culinary-photo-journal/3134396770

Remove unwanted external cues

Create Re-Mindershttps://www.readyforzero.com/

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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PersuasiveDesign

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The MAO Model

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The Problem

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Coda

The Method

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First, a nagging problemhttp://people.virginia.edu/~tdw/nisbett&wilson.pdf

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

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

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

Behavior chain: Eating healthy

eat healthy

food

Behavior chain: Eating healthy

eat healthy

food

avoid mindless snacking

Behavior chain: Eating healthy

eat healthy

food

avoid mindless snacking

cook healthy

food

Behavior chain: Eating healthy

eat healthy

food

avoid mindless snacking

cook healthy

food

shop healthy

food

Behavior chain: Eating healthy

eat healthy

food

avoid mindless snacking

cook healthy

food

shop healthy

food

plan healthy meals

Behavior chain: Eating healthy

eat healthy

food

avoid mindless snacking

cook healthy

food

shop healthy

food

plan healthy meals

actor a

actor b

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

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/

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

Laddering

Why?

Why?

Why?

Why?

Why?

Use ladderinghttp://madpow.com/Insights/WhitePapers/Laddering--A-Research-Interview-Technique.aspx

Find the template online at

http://j.mp/maomodel

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«

Ideate

How might we address ...

Put key obstacle/opportunity

here

Put pattern/card/lens

here(, using )

to achieve ?Put desired change here

Step

#5

Ideate

How might we address ...

Put key obstacle/opportunity

here

Put pattern/card/lens

here(, using )

to achieve ?Put desired change here

Step

#5

Ideate

How might we address ...

Put key obstacle/opportunity

here

Put pattern/card/lens

here(, using )

to achieve ?Put desired change here

Step

#5

Make a detail analysisStep

#6

write invitechoose

whom to invite

seeinvite

openinvite

acceptinvite

exploreservice

sendinvite

signup

Make a detail analysisStep

#6

choose whom to

invite

Opportunity

Motivation

Ability

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

Map a journey over time

Step

#7

http://www.flickr.com/photos/grumbler/5631948705/sizes/o/in/photostream/

!e PathDesigning change over time,

step by stepMaintenance

http://www.flickr.com/photos/grumbler/5631948705/sizes/o/in/photostream/

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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PersuasiveDesign

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The MAO Model

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The Problem

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The Method

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Coda

http://www.flickr.com/photos/grumbler/5631948705/sizes/o/in/photostream/

A!ion is me"y, emergent, situated

Takeaway

#1

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

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)

Dou you build crutches …

question

#2

… if you could build ladders?

http://www.flickr.com/photos/seemoredomore/4727291896

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

Do you seek the right change?http://www.guardian.co.uk/sustainable-business/small-painless-behaviour-change

question

#2

When discipline is reinforced, revolution cannot fail!

»(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.

sebastian@codingconduct.cc

@dingstweets

codingconduct.cc

Thank You.

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meaningful playGetting »Gamification« Right

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

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

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

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

Find the template online at

http://j.mp/maomodel