1.
the new
megeneration
behavior change as value proposition
Chris Risdon @chrisrisdon
UX Week 2013

2.
2004
2004: During a layover you’re sitting at the airport bar having a beer. On the news you see reporting about the 2004 Indian Ocean tsunami.
Your heart goes out. It’s not personal - you don’t know anyone, and it’s halfway around the world. But the story of destruction and loss of life
understandably creates sympathy. In the news story there’s a call to action to donate money to the redcross.org.
Photo: Robert S. Donovan
http://www.flickr.com/photos/10687935@N04/8541178851/

3.
To do this, you may need to take your flight, get home, remember that you wanted to donate, then go
through traditional ecommerce funnel, providing billing address and credit card details. Then you also have
to think, “how much do I want to donate?”
You have to be fairly motivated to follow-through and donate.
+
call to
action
$?
mental
note
time
passes
remember
Television by Andy Fuchs, Remember by Connie Chan, Time by Richard de Vos, Thinking by Luis Prado, Credit Card by Hugo Medeiros from The Noun Project
get to
site
billing
details
how
much?

4.
2010
2010: During a layover you’re sitting at the airport bar having a beer. On the news you see reporting about the 2010 Haiti earthquake. Your
heart goes out. It’s not personal - you don’t know anyone, and it’s in another part of the world. But the story understandably creates sympathy.
In the news story there’s a call to action to donate money to the Red Cross by texting “Haiti” to 90999. $10 will be added to your phone bill.
Photo: Robert S. Donovan
http://www.flickr.com/photos/10687935@N04/8541178851/

5.
You pull out your phone there at the bar (it can even be a feature
phone), type 90999, and “Haiti”, hit send, and you’re done. No billing,
and it’s just $10. And you feel good about helping out.
90999
http://placeit.breezi.com/afed529

6.
• $43 million raised via mobile texting for Haiti relief
• Most of these donations were made on impulse
An immediate response to media coverage of the disaster, especially on television.
• Their interest in Haiti's recovery waned quickly
More than half of the donors reported that they did not follow Haitian relief and reconstruction
efforts much...since making their donation.
• Over half of donors have made text message
This means, if they didn’t donate when they saw
the story, they likely wouldn’t have donated at all!
contributions to other disaster relief efforts
This means it’s sustainable new behavior.
The Pew Internet and American Life Project

7.
Smart people, like Susan Michie, Professor of Health Psychology at
University College London, United Kingdom; or BJ Fogg, who runs the
Persuasive Technology Lab at Stanford, have done a great job of
modeling what elicits behavior. But we’ve been thinking about this for
a while, in a number of different ways. Ensuring that motivated people
have a smoother path. It’s at the core of design flows, such as
ecommerce check-outs or smart defaults in form design.

8.
Micro
Macro
Features
Conversion
Products/Services
Behavior Change
Previously this was found at the “micro” level -- features designed for conversion, engagement,
onboarding, etc.
Now, we’re seeing whole products and services—at the macro-level—designed to create sustained
behavior change. Or, more accurately, achieve behavior-based outcomes.
This is nothing new: from smoking sessasion to losing wait, there have been services like this. But
technology has made it more effective.

9.
Processing
Connectivity
Sensors
The closer technology is to us—physically—
the more it becomes about us.

10.
Behavior Change
as Value Proposition

11.
Behavior Change
as Value Proposition
Products and services designed and
marketed on the premise that their
benefits—the value received—are
specific behavioral-based outcomes.

12.
Behavior Change
as Value Proposition
Value proposition is directly related to behavior-based
outcome (Rewarding outcomes from persistent behaviors)
Data collection is a primary feature
System makes prescriptive recommendations or guidance
Behavior change, or progress towards outcome is measurable

13.
We now have more direct relationships
with products and services.
A relationship invites influence.

14.
Forming Habits &
Informing Decisions

15.
Let’s say I have a half a box of chocolates open here in front of you. I offer to
give you this half box of chocolates now, or I will give you a full box of
chocolates in a week. Most people will select the half box of chocolates now.
If you ask if they want a half box of chocolates in a year, or a full box in a year
and one week, they will be able to think rationally and select the full box.
Behavioral Economics

16.
“
Choice Architecture...organizing the context
in which people make decisions.
”
Nudge
Richard Thaler
Cass Sunstein

17.
Collection > Communication > Story

18.
Collection > Communication > Story
Sensors & Data
Framing & Anchors
Feedback & Feedforward

19.
If it can be connected, it will be connected.

20.
Feedback and Feedforward

21.
In the 60s most people didn’t have personal scales. If you joined weight watchers,
you attended a weekly meeting, where you were weighed and received group
therapy style guidance.
The feedback loop was one week. You got feedback on all your decisions and
behaviors over the course of 7 days at one-week intervals, and received guidance
that wasn’t custom for you.

22.
Feedback is still a response after an action—after a decision or behavior has been
made. As we get “smarter” with our services, we will present feedforward, guidance
at the point of a decisions to engage in a behavior, such as making the right choice on a
menu in a fast food restaurant.
Feedforward

23.
If I could walk into my nearby sandwich shop for lunch, and be alerted by an app,
letting me know the different results, depending on my choice, I might make a
different choice.
Choice architecture is largely about changing the environment, but it can be about
guidance for navigating the environment.
1400 cal
soda
salami
600 cal
cookies
turkey
water
baked

24.
Framing & Anchors
How we present feedback, and feedforward has a big effect—one I don’t think
we’ve fully tapped yet.
The Nike+ Fuelpoints were criticized for being arbitrary. Arbitrary isn’t a
problem, as long as it’s consistent.

25.
From your credit score, to your physical activity, there’s a lot of data points to keep
track of.
Not only do you need to know the relative value (is it good? is it bad?) of each
number, but then how each number relates to each other for a complete picture.
The average person doesn’t want to do the cognitive “math.” This is where we come
in, framing the information, the story, in a way that will elicit reflection and
behavioral change.
“Math class is tough!”

26.
As mass consumer devices, these devices won’t be about quantified self to the endusers. Data is just a means to an end.
People don’t want a relationship
with their data, they want to achieve
behavior-based goals.

27.
Numbers—arbitrary but consistent
850
Written Document by Thomas Le Bas, Wine by Scott Lewis, from The Noun Project
158.3
2400
100

28.
Numbers—arbitrary but consistent
850
158.3
2400
100
pretty bad
420
50.2
900
82
pretty good
710
104.6
1600
96
Written Document by Thomas Le Bas, Wine by Scott Lewis, from The Noun Project

29.
Numbers—arbitrary but consistent
850
158.3
2400
100
pretty bad
420
50.2
900
82
pretty good
710
104.6
1600
96
Written Document by Thomas Le Bas, Wine by Scott Lewis, from The Noun Project

30.
Habits
How do you turn prompted decisions into habits? Basis is great about creating
new habits—such as taking a morning “lap” around the block, adding 1,000 steps
to your day.
When I don’t work out, I’m pretty sedentary during the work day—walking only
about 3,000. I create this new habit 2-3 times a day, and I’ve nearly doubled my
daily activity.

31.
We’ve created the technology, and we’ve started to understand the psychology, but
we are still learning to marry the two together to provide an effective value
proposition around services providing a positive behavior-based outcome.
Technology
Psychology

32.
How smart is smart?
Synthesis?
Context?
Prescriptive Guidance?

33.
14 days meeting a goal, likely means I’m not setting a high
enough goal. It should prompt me to be better.

34.
14 days meeting a goal, likely means I’m not setting a high
enough goal. It should prompt me to be better.

35.
After my two month experiment analyzing all the different
trackers, I found it harder than I thought to finally shed them.
They all had at least one thing I really wanted.
basis
up
fuelband
shine
pulse
habits
haptic
prompts
aggregate
progress score
context
ecosystem

36.
It’s a two-way dialog. We don’t just want to know what impact
our design can have on behavior, but the impact of behavior on
our design.
“
We should look at what kind of impact
people’s behavior should have on design.
”
—Paola Antonelli

37.
the new
megeneration
behavior change as value proposition
Thank you!!
Chris Risdon @chrisrisdon
UX Week 2013