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Designing the Behavior Change frog design internal presentation October, 22nd 2010
Designing the Behavior Changefrog 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
© 2010 frog design. confidential & proprietary.Designing the Behavior Change Internal Presentation 3
The equivalent of 18.43 Big Macs².
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
5
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.
© 2010 frog design. confidential & proprietary.Designing the Behavior Change Internal Presentation
Traditional healthcare frame
Emerging self-management frame
Scope
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)
© 2010 frog design. confidential & proprietary.Designing the Behavior Change Internal Presentation
Adidas, micoachDexcom, Seven+
15
16
Adidas, micoachFitbit, fitbit tracker
© 2010 frog design. confidential & proprietary.Designing the Behavior Change Internal Presentation 17
Adidas, micoachPhilips, directlife
© 2010 frog design. confidential & proprietary.Designing the Behavior Change Internal Presentation 18
Adidas, micoach
© 2010 frog design. confidential & proprietary.Designing the Behavior Change Internal Presentation 19
Yamaha, Bodibeat
Zeo sleepcoach
© 2010 frog design. confidential & proprietary.Designing the Behavior Change Internal Presentation 21
record
process
me
feedback
specialized communitiesfamily & friends social networks traditional HCPs
upcoming HCPs
government
end-users HCPs institutions
data sharing
© 2010 frog design. confidential & proprietary.Designing the Behavior Change Internal Presentation 22
behavior change
record
process
me
feedback
specialized communitiesfamily & friends social networks traditional HCPs
upcoming HCPs
government
end-users HCPs institutions
data sharingsupport
Behavior can change in 15 ways.
© 2010 frog design. confidential & proprietary.Designing the Behavior Change Internal Presentation 24
BJ Fogg, Behavior Grid⁷
“Put hot triggersin the path ofmotivated people.”
BJ Fogg, 2010
© 2010 frog design. confidential & proprietary.Designing the Behavior Change Internal Presentation 26
Ability
Core motivatorspleasure/painhope/fearsocial acceptance/rejection
Simplicity factorstime, money, physical e"ort, brain cycles,
social deviance, non routine
HighLow
Mot
ivat
ion
High
Low
Trigger
increasing likeliness to
perform
target b
ehavior
BJ Fogg, Behavior Model⁸
© 2010 frog design. confidential & proprietary.Designing the Behavior Change Internal Presentation 27
Ability
Core motivatorspleasure/painhope/fearsocial acceptance/rejection
Simplicity factorstime, money, physical e"ort, brain cycles,
social deviance, non routine
HighLow
Mot
ivat
ion
High
Low
Trigger (signal)
Wake-up
BJ Fogg, Behavior Model⁸
© 2010 frog design. confidential & proprietary.Designing the Behavior Change Internal Presentation 28
Ability
Core motivatorspleasure/painhope/fearsocial acceptance/rejection
Simplicity factorstime, money, physical e"ort, brain cycles,
social deviance, non routine
HighLow
Mot
ivat
ion
High
Low
Trigger (facilitator)
Accept an invitationon Linked-in
BJ Fogg, Behavior Model⁸
© 2010 frog design. confidential & proprietary.Designing the Behavior Change Internal Presentation 29
Ability
Core motivatorspleasure/painhope/fearsocial acceptance/rejection
Simplicity factorstime, money, physical e"ort, brain cycles,
social deviance, non routine
HighLow
Mot
ivat
ion
High
Low
Run faster
Trigger (spark)BJ Fogg, Behavior Model⁸
Motivating peopleis hard.
© 2010 frog design. confidential & proprietary.Designing the Behavior Change Internal Presentation 31
Pleasure/PainHope/FearSocial acceptance/rejection
BJ Fogg, Behavior Model⁸
Nike, Nike+ Challenge
Mint.com, Spendspace
© 2010 frog design. confidential & proprietary.Designing the Behavior Change Internal Presentation 34
External CuesExternal Cues
Internal CuesFrom a stranger
From somebody I care
Internal Cues
Me
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
HopeLab, Re-Mission
© 2010 frog design. confidential & proprietary.Designing the Behavior Change Internal Presentation 38
Bayer, Didget
What if we turnedour lives into a game?(and maybe set its rules)
Nintendo, Wii-fit
Ubisoft, YourShape
Ubisoft, YourShape (Kinect)
© 2010 frog design. confidential & proprietary.Designing the Behavior Change Internal Presentation 43
Runkeeper
Healthmonth
© 2010 frog design. confidential & proprietary.Designing the Behavior Change Internal Presentation
Games explaining reality Real-life games
Well designed games are fun to play because they keep us in the flow.
© 2010 frog design. confidential & proprietary.Designing the Behavior Change Internal Presentation 47
Cha
lleng
eHigh
Low
Objective
anxiety
boredom
Frustrating experience.
Boring experience.Ideal experience.
Skills/Time HighLow
Mihaly Csikszentmihalyi, Flow
© 2010 frog design. confidential & proprietary.Designing the Behavior Change Internal Presentation 48
Skills/Time HighLow
Cha
lleng
eHigh
Low
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?
© 2010 frog design. confidential & proprietary.Designing the Behavior Change Internal Presentation 51
@giorgiobaresi
#gamification
© 2010 frog design. confidential & proprietary.Designing the Behavior Change Internal Presentation 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/
