1. Mobile App Design for Behavior Change Eva Kaniasty

2. Agenda Introduction to Behavior Change Why Mobile? Mobile Design for Behavior Change – State of the Art Mobile Design for Behavior Change – The Future! Persuasive Design Exercise Red Pill UX, 6/2011 evak@redpillux.com Mobile App Design for Behavior Change, page 2

3. Behavior Grid Source: BJ Fogg, Persuasive Technology Lab at Stanford University; http://www.behaviorwizard.org/ Red Pill UX, 6/2011 evak@redpillux.com Mobile App Design for Behavior Change, page 3

4. Dots (Attempts) Source: BJ Fogg, Persuasive Technology Lab at Stanford University Red Pill UX, 6/2011 evak@redpillux.com Mobile App Design for Behavior Change, page 4 Buy whole wheat pasta at the SuperMarket tomorrow.

5. Span (Streaks) Source: BJ Fogg, Persuasive Technology Lab at Stanford University Red Pill UX, 6/2011 evak@redpillux.com Mobile App Design for Behavior Change, page 5 Cut back on sugar for 30 days.

6. Path (Habits) Stop drinking soda. Source: BJ Fogg, Persuasive Technology Lab at Stanford University Red Pill UX, 6/2011 evak@redpillux.com Mobile App Design for Behavior Change, page 6

7. Exercise: Part I I wanted to go to yoga class twice a week from now on. Purple Path Fail* *Succeeded as Span Behavior for 1 month; Red Pill UX, 6/2011 evak@redpillux.com Mobile App Design for Behavior Change, page 7

8. Likelihood of Behavior Occurrence Red Pill UX, 6/2011 evak@redpillux.com Mobile App Design for Behavior Change, page 8

9. Likelihood of Success Red Pill UX, 6/2011 evak@redpillux.com Mobile App Design for Behavior Change, page 9

10. What is necessary for behavior to occur? Trigger (Internal or External) Motivation (Sensation, Anticipation, Belonging) Ability (Knowledge, Skills, Capacity) We make good decisions when we have experience, good information, and prompt feedback. Source: BJ Fogg / Source: Thaler/Sunstein (Nudge: Improving decisions about health, wealth, and happiness) Red Pill UX, 6/2011 evak@redpillux.com Mobile App Design for Behavior Change, page 10

11. Trigger + Context Buy whole wheat pasta at the SuperMarket tomorrow. Trigger - During or right before shopping trip Motivation - Fear of health consequences - Hope of weight loss Ability - Knowing whole wheat pasta is healthier - Finding whole wheat pasta at the Supermarket Red Pill UX, 6/2011 evak@redpillux.com Mobile App Design for Behavior Change, page 11

13. How does it affect risk of diseaseRed Pill UX, 6/2011 evak@redpillux.com Mobile App Design for Behavior Change, page 12

14. Why Mobile? Ubiquitous At the Right Time Knowledge Triggers Monitoring Feedback Social Presence Red Pill UX, 6/2011 evak@redpillux.com Mobile App Design for Behavior Change, page 13

15. Persuasive Technology Computers as Tools Simulations Computers as Social Actors Source: BJ Fogg (Persuasive Technology). Red Pill UX, 6/2011 evak@redpillux.com Mobile App Design for Behavior Change, page 14

16. Computers as Tools Reduction (Simplifying task) Tunneling (Step by step process) Tailoring (Custom Information) Suggestion (At the right time) Self-monitoring (Tracking) Surveillance (Observation) Conditioning (Repetition & Reinforcement) Source: BJ Fogg (Persuasive Technology). Red Pill UX, 6/2011 evak@redpillux.com Mobile App Design for Behavior Change, page 15

17. 100 Pushups Motivation Reduction (Simplifying task) Tunneling (Step by step process) Tailoring (Custom Information) Social Actor Alert! Coaching Red Pill UX, 6/2011 evak@redpillux.com Mobile App Design for Behavior Change, page 16

18. 100 Pushups Motivation Self-monitoring (Tracking) Conditioning (Repetition & Reinforcement) Red Pill UX, 6/2011 evak@redpillux.com Mobile App Design for Behavior Change, page 17

19. 100 Pushups Ability/Knowledge Trigger Red Pill UX, 6/2011 evak@redpillux.com Mobile App Design for Behavior Change, page 18

20. Streaks Motivation Self-monitoring (Tracking) Game Alert! Red Pill UX, 6/2011 evak@redpillux.com Mobile App Design for Behavior Change, page 19

21. WaveSense Diabetes Manager Feedback Self-monitoring (Tracking) Red Pill UX, 6/2011 evak@redpillux.com Mobile App Design for Behavior Change, page 20

22. myNetDiary Self-monitoring (Tracking) Red Pill UX, 6/2011 evak@redpillux.com Mobile App Design for Behavior Change, page 21

23. Eat This? Reduction (Simplifying task) Tailoring (Custom Information) Suggestion (At the right time) Conditioning (Repetition & Reinforcement) Red Pill UX, 6/2011 evak@redpillux.com Mobile App Design for Behavior Change, page 22

24. Meal Snap Reduction (Simplifying task) Tailoring (Custom Information) Suggestion (At the right time) Conditioning (Repetition & Reinforcement) Red Pill UX, 6/2011 evak@redpillux.com Mobile App Design for Behavior Change, page 23

25. Harvest Ability Reduction (Simplifying task) Tailoring (Custom Information) Suggestion (At the right time) Red Pill UX, 6/2011 evak@redpillux.com Mobile App Design for Behavior Change, page 24

26. Surveillance Red Pill UX, 6/2011 evak@redpillux.com Mobile App Design for Behavior Change, page 25

27. The Future Simulation Social Game Dynamics Red Pill UX, 6/2011 evak@redpillux.com Mobile App Design for Behavior Change, page 26

28. Computer Simulations Cause-and-effect Simulated Environments Simulated Objects Red Pill UX, 6/2011 evak@redpillux.com Mobile App Design for Behavior Change, page 27

29. Bonsai Red Pill UX, 6/2011 evak@redpillux.com Mobile App Design for Behavior Change, page 28

30. Computers as Social Actors Physical Cues (Design) Psychological (Personality, Humor) Language (Dialog, Praise) Social Dynamics (Peer Pressure, Competition) Social Roles (Coaching, Authority Figure) Source: BJ Fogg (Persuasive Technology). Red Pill UX, 6/2011 evak@redpillux.com Mobile App Design for Behavior Change, page 29

31. Angry Birds Physical Cues (Design) Psychological (Personality, Humor) * http://www.mauronewmedia.com/blog/2011/02/why-angry-birds-is-so-successful-a-cognitive-teardown-of-the-user-experience/ Red Pill UX, 6/2011 evak@redpillux.com Mobile App Design for Behavior Change, page 30

32. Little Buddha Physical Cues (Design) Psychological: personality/humor Red Pill UX, 6/2011 evak@redpillux.com Mobile App Design for Behavior Change, page 31

33. Groupon Psychological: personality/humor Language (Dialog, Praise) Red Pill UX, 6/2011 evak@redpillux.com Mobile App Design for Behavior Change, page 32

34. Nike (Social Dynamics) Red Pill UX, 6/2011 evak@redpillux.com Mobile App Design for Behavior Change, page 33

35. iStress Social Roles (Coaching, Authority Figure) Red Pill UX, 6/2011 evak@redpillux.com Mobile App Design for Behavior Change, page 34

36. Choice Architecture Consumption of food items was increased or decreased by as much as 50% by rearranging which items were at eye level in a school cafeteria. Source: Thaler/Sunstein (Nudge: Improving decisions about health, wealth, and happiness.) Red Pill UX, 6/2011 evak@redpillux.com Mobile App Design for Behavior Change, page 35

37. Exercise: Part I I wanted to go to yoga class twice a week from now on. Purple Path Failed* *Succeeded as Span Behavior for 1 month; * Ideas are free! Red Pill UX, 6/2011 evak@redpillux.com Mobile App Design for Behavior Change, page 36

39. Set reminders to go off half an hour before class starts.

40. Track your “streak.”

41. Post on your Facebook wall that you are committing to doing this.

42. Find a friend to do it with you. * Ideas are free! Red Pill UX, 6/2011 evak@redpillux.com Mobile App Design for Behavior Change, page 37

43. What is necessary for behavior to occur? Trigger (Internal or External) Motivation (Sensation, Anticipation, Belonging) Ability (Knowledge, Skills, Capacity) We make good decisions when we have experience, good information, and prompt feedback. Source: BJ Fogg / Source: Thaler/Sunstein (Nudge: Improving decisions about health, wealth, and happiness). Red Pill UX, 6/2011 evak@redpillux.com Mobile App Design for Behavior Change, page 38

44. Questions? Eva Kaniasty evak@redpillux.com Look for slides on SlideShare. Red Pill UX, 6/2011 evak@redpillux.com Mobile App Design for Behavior Change, page 39