Designing the behavior change

transcript

Designing the Behavior Changefrog design internal presentation

October, 22nd 2010

Since September 19th, 2010

Workouts: 13

Duration: 10:01:24

Km: 109.21

Average pace: 5’30”/km

Calories burned: 9956

The equivalent of 18.43 Big Macs².

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

1. Record runs

2.Gather feedback

3.Change behavior

Why does this matter?

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

Growing incidence of chronic diseases

Nearly 50% of US population by 2030⁴.

Growing costs of healthcare2.300 billion dollars a year in the US only⁵.

Healthcare needs to be reframed.

Traditional healthcare frame

Emerging self-management frame

Approach

Subject

Response

Relies on

HCP as

Patient as

Relationship

Records

Relieve acute conditions now. Maintain well-being over a lifetime.

Intervention; treatmentExpert directedApply standards of careLengthy regulatory pre-approval

Prevention; healthy livingSelf-managementMeasure, assess, and adjust; iterateLearn and adapt as you go

Symptoms and test results Whole person, seen in context

Prescribe medication Improve behavior, environment

Medical establishmentSocial networks, others like me

Individuals, family and friends

Authority, expertDispensing knowledge

Coach, assistantLearning from patients

Helpless, childlikeTaking orders

Responsible adultSetting goals; testing hunches

Asymmetric, one wayCommand and control

Symmetric, reciprocalDiscussion and collaboration

HCP’s notes of visitSporadicDispersed between o!cesManaged by HCP

Patient’s notes, data from sensorsContinuously collectedConnected; aggregatedControlled by patient

Hugh Dubberly, Reframing Health⁶

Proteus, Ingestible Event Markers (IEMs)

Adidas, micoachDexcom, Seven+

Adidas, micoachFitbit, fitbit tracker

Adidas, micoachPhilips, directlife

Adidas, micoach

Yamaha, Bodibeat

Zeo sleepcoach

record

process

feedback

specialized communitiesfamily & friends social networks traditional HCPs

upcoming HCPs

government

end-users HCPs institutions

data sharing

behavior change

record

process

feedback

specialized communitiesfamily & friends social networks traditional HCPs

upcoming HCPs

government

end-users HCPs institutions

data sharingsupport

Behavior can change in 15 ways.

BJ Fogg, Behavior Grid⁷

“Put hot triggersin the path ofmotivated people.”

BJ Fogg, 2010

Ability

Core motivatorspleasure/painhope/fearsocial acceptance/rejection

Simplicity factorstime, money, physical e"ort, brain cycles,

social deviance, non routine

HighLow

Trigger

increasing likeliness to

perform

target b

ehavior

BJ Fogg, Behavior Model⁸

Ability

HighLow

Trigger (signal)

Wake-up

Ability

HighLow

Trigger (facilitator)

Accept an invitationon Linked-in

Ability

HighLow

Run faster

Trigger (spark)BJ Fogg, Behavior Model⁸

Motivating peopleis hard.

Pleasure/PainHope/FearSocial acceptance/rejection

Nike, Nike+ Challenge

Mint.com, Spendspace

External CuesExternal Cues

Internal CuesFrom a stranger

From somebody I care

Internal Cues

Somebody I care

Everybody

“You should lose weight.”

“Dad, you should lose weight.”

“I must lose weight.”

“You should lose weight. You owe it to

your children.”

“Dad, you should lose weight. You owe it to

me.”

“I must lose weight. I owe it to my children.”

“You should lose weight. You owe it to

the others.”

“Dad, you should lose weight. You owe it to

the others.”

“I must lose weight. I owe it to the others.”

I change my behavior for

Triggers comefrom

Self-motivatedNeed motivation

Individualist

Altruistic

Motivating peoplea"ected by a diseasecan be much harder.

HopeLab, Re-Mission

Bayer, Didget

What if we turnedour lives into a game?(and maybe set its rules)

Nintendo, Wii-fit

Ubisoft, YourShape

Ubisoft, YourShape (Kinect)

Runkeeper

Healthmonth

Games explaining reality Real-life games

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

Objective

anxiety

boredom

Frustrating experience.

Boring experience.Ideal experience.

Skills/Time HighLow

Mihaly Csikszentmihalyi, Flow

Skills/Time HighLow

Objective

anxiety

boredom

5“A very last e!ort: run 20 km in the next 7 days AND give up on all the fried AND sweet food”

“Run 10 km in the next 7 days”

12 “Well done! Choose how to train for

the rest of the week as long as you burn at least 500 Kcal”

3“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 food?”

4“Great! You can now rest for the whole weekend and eat whatever you want as long as you don’t exceed 2000 daily kcal”

“I wanna lose 10kg in 3 months”

Jesse Schell, 2010

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.

Questions?

@giorgiobaresi

#gamification

giorgio.baresi@frogdesign.com

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/

Designing the behavior change

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