1. Designing the Behavior Change
frog design internal presentation
October, 22nd 2010

2. Since September 19th, 2010
Workouts: 13
Duration: 10:01:24
Km: 109.21
Average pace: 5’30”/km
Calories burned: 9956
2

3. The equivalent of 18.43 Big Macs².
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4. Since September 19th, 2010
My farthest run: 12.280 km
My fastest mile: 8’10”
My fastest 5 km: 26’09”
My fastest 10 km: 53’26”
The day I run must is: Thursday
4

5. 5

7. 1. Record runs
2.Gather feedback
3.Change behavior

8. Why does this
matter?

9. Aging population
By 2050, there will be more than
2 billion people aged 60 or over³.

10. Growing incidence of
chronic diseases
Nearly 50% of US population by 2030⁴.

11. Growing costs of healthcare
2.300 billion dollars a year in the US only⁵.

12. Healthcare
needs to be
reframed.

13. Hugh Dubberly, Reframing Health⁶
Traditional Emerging
healthcare frame self-management frame
Scope Relieve acute conditions now. Maintain well-being over a lifetime.
Approach Intervention; treatment Prevention; healthy living
Expert directed Self-management
Apply standards of care Measure, assess, and adjust; iterate
Lengthy regulatory pre-approval Learn and adapt as you go
Subject Symptoms and test results Whole person, seen in context
Response Prescribe medication Improve behavior, environment
Relies on Medical establishment Individuals, family and friends
Social networks, others like me
HCP as Authority, expert Coach, assistant
Dispensing knowledge Learning from patients
Patient as Helpless, childlike Responsible adult
Taking orders Setting goals; testing hunches
Relationship Asymmetric, one way Symmetric, reciprocal
Command and control Discussion and collaboration
Records HCP’s notes of visit Patient’s notes, data from sensors
Sporadic Continuously collected
Dispersed between o ces Connected; aggregated
Managed by HCP Controlled by patient
Designing the Behavior Change Internal Presentation © 2010 frog design. confidential & proprietary.

14. Proteus, Ingestible Event Markers (IEMs)

15. Dexcom, Seven+
Adidas, micoach
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16. Fitbit, fitbit tracker
Adidas, micoach
16

17. Philips, micoach
Adidas, directlife
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18. Adidas, micoach
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19. Yamaha, Bodibeat
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20. Zeo sleepcoach

21. record
process
me
feedback
data sharing
family & friends social networks specialized communities upcoming traditional government
HCPs HCPs
end-users HCPs institutions
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22. record
behavior
process
change
me
feedback
support data sharing
family & friends social networks specialized communities upcoming traditional government
HCPs HCPs
end-users HCPs institutions
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23. Behavior can change
in 15 ways.

24. BJ Fogg, Behavior Grid⁷
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25. BJ Fogg, 2010
“Put hot triggers
in the path of
motivated people.”

26. BJ Fogg, Behavior Model⁸
Trigger
High Core motivators
pleasure/pain
hope/fear
social acceptance/rejection
ior
h av
be
et
Motivation
a rg
t
rm
e rfo
p
to
ss
li ne
e
g lik
in
as
re
inc
Simplicity factors
time, money, physical e ort, brain cycles,
Low social deviance, non routine
Low High
Ability
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27. BJ Fogg, Behavior Model⁸
Trigger (signal)
High Core motivators
pleasure/pain
hope/fear
social acceptance/rejection
Wake-up
Motivation
Simplicity factors
time, money, physical e ort, brain cycles,
Low social deviance, non routine
Low High
Ability
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28. BJ Fogg, Behavior Model⁸
Trigger (facilitator)
High Core motivators
pleasure/pain
hope/fear
social acceptance/rejection
Accept an invitation
Motivation
on Linked-in
Simplicity factors
time, money, physical e ort, brain cycles,
Low social deviance, non routine
Low High
Ability
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29. BJ Fogg, Behavior Model⁸
Trigger (spark)
High Core motivators
pleasure/pain
hope/fear
social acceptance/rejection
Motivation
Run faster
Simplicity factors
time, money, physical e ort, brain cycles,
Low social deviance, non routine
Low High
Ability
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30. Motivating people
is hard.

31. BJ Fogg, Behavior Model⁸
Pleasure/Pain
Hope/Fear
Social acceptance/
rejection
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32. Nike, Nike+ Challenge

33. Mint.com, Spendspace

34. Need motivation Self-motivated
Triggers come External Cues
from
Internal Cues
From somebody
I change From a stranger
I care
my behavior for
Individualist
“You should lose “Dad, you should lose
Me “I must lose weight.”
weight.” weight.”
“You should lose “Dad, you should lose
“I must lose weight. I
Somebody I care weight. You owe it to weight. You owe it to
owe it to my children.”
your children.” me.”
“You should lose “Dad, you should lose
“I must lose weight. I
Everybody weight. You owe it to weight. You owe it to
owe it to the others.”
the others.” the others.”
Altruistic
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35. Motivating people
a ected by a disease
can be much harder.

36. HopeLab, Re-Mission

37. HopeLab, Re-Mission

38. Bayer, Didget
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39. What if we turned
our lives into a game?
(and maybe set
its rules)

40. Nintendo, Wii-fit

41. Ubisoft, YourShape

42. Ubisoft, YourShape (Kinect)

43. Runkeeper
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44. Healthmonth

45. Games explaining reality Real-life games
Designing the Behavior Change Internal Presentation © 2010 frog design. confidential & proprietary.

46. Well designed games
are fun to play
because they keep us
in the flow.

47. Mihaly Csikszentmihalyi, Flow
Objective
High
Frustrating experience.
anxiety
Challenge
Boring experience.
Ideal experience.
boredom
Low
Low
Skills/Time High
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48. Jesse Schell, 2010
Objective
“A very last e ort: run 20 km in the “I wanna lose
High
next 7 days AND give up on all the fried
AND sweet food”
5 10kg in 3 months”
anxiety
“It’s time to go back to work again!
What about running 15 km in the next 7
days AND give up on all the fried 3
Challenge
“Great! You can now rest for the
food?” whole weekend and eat whatever
4 you want as long as you don’t exceed
2000 daily kcal”
“Run 10 km in the next
7 days”
1 boredom
2 “Well done! Choose how to train for
the rest of the week as long as you
burn at least 500 Kcal”
Low
Low
Skills/Time High
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49. 1. Running can be fun.
2. Awareness and behavior
change can make us
healthier.
3. Getting motivated is hard.
4. Games motivate us because
they keep us in the flow.

50. Questions?

51. @giorgiobaresi
#gamification
giorgio.baresi@frogdesign.com
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52. Sources
1. Cover image: http://www.flickr.com/photos/kk/133689335/
2. Source: http://en.wikipedia.org/wiki/Big_Mac
3. Source: http://visualization.geblogs.com/visualization/aging/
4. Source: http://www.fightchronicdisease.org/pdfs/ChronicDiseaseFactSheet.pdf
5. Source: http://bit.ly/bDy358
6. Source: http://www.dubberly.com/articles/reframing-health.html
7. Source: http://behaviorgrid.org/
8. Source: http://behaviormodel.org/
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