Intelligent.ly class with behavioral psychologist, Amy Bucher. Learn how to apply principles of self-determination theory to product design, UX and marketing. Learn more from the experts by visiting http://intelligent.ly/learn.

1. presents
Design Psychology:
Motivate Your User
AMY BUCHER

2. Amy Bucher
Amy Bucher is a behavioral
scientist and strategist with
expertise in qualitative and
quantitative methods, program
design, behavioral research, and
market research. With a PhD in
Psychology, she designs and
writes tailored web-based health
coaching programs that
effectively motivate and support
behavior change for users. Her
areas of focus include problem
definition and solution
development, systematic and
creative research to support
strategic actions, and
communication across multiple
formats and audience types.

3. Design
Psychology:
Motivate
Your
Users
Amy
Bucher,
Ph.D.
amy.bucher@gmail.com
Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)

4. Agenda
• Psychology
&
motivation
• Fogg
behavior
model
• Self-­‐determination
theory
– Competence
– Autonomy
– Relatedness
• Additional
considerations
Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)

5. Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)

6. Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)
“It’s
not
that
I’m
lazy,
it’s
that
I
just
don’t
care.”

7. Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)
Types
of
Motivation:
Self
Determination
Theory
AutonomousControlled
More
likely
to
engage
in
and
sustain
behavior
change
Adapted
from
Segar
&
Hall
(2011) Source:
Ryan
&
Deci
(2000)

8. Fogg
Behavior
Model
Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)

9. Know
Before
You
Go
Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)

10. Fogg
Behavior
Grid
Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)
GREEN
Do
a
new
behavior
BLUE
Do
a
familiar
behavior
PURPLE
Increase
duration
or
intensity
GRAY
Decrease
a
behavior
one
time
BLACK
Stop
doing
a
behavior
!
Dot
Behavior
is
done
at
one
time
!
GREEN
DOT
Do
a
new
behavior
one
time
!
BLUE
DOT
Do
a
familiar
behavior
one
time
!
PURPLE
DOT
Increase
a
behavior
one
time
!
GRAY
DOT
Decrease
a
behavior
one
time
!
BLACK
DOT
Stop
doing
a
behavior
one
time
!
Span
Behavior
has
a
duration
!
GREEN
SPAN
Do
a
new
behavior
for
a
span
!
BLUE
SPAN
Do
a
familiar
behavior
for
a
span
!
PURPLE
SPAN
Increase
a
behavior
for
a
span
!
GRAY
SPAN
Decrease
a
behavior
for
a
span
!
BLACK
SPAN
Stop
doing
a
behavior
for
a
span
!
Path
Behavior
is
done
from
now
on
!
GREEN
PATH
Do
a
new
behavior
from
now
on
!
BLUE
PATH
Do
a
familiar
behavior
from
now
on
!
PURPLE
PATH
Increase
a
behavior
from
now
on
!
GRAY
PATH
Decrease
a
behavior
from
now
on
!
BLACK
PATH
Stop
doing
a
behavior
from
now
on

11. Fogg
Behavior
Model
Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)

12. What
does
this
explain
really
well?
Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)

13. Self-­‐Determination
Theory
Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)

14. Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)
Self-Efficacy
Social Learning
Hierarchy of Needs

15. Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)
Self-­‐Determination
Theory
(SDT):
Antecedents
of
Motivation
Motivation

16. Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)
Application
of
SDT
Adapted
from
Scott
Rigby

17. Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)
How
vs.
What

18. Perceived
Autonomy
Help
people
feel
they
have
control
Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)

19. Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)

20. Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)

21. Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)

22. Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)

23. Pandora.comAmy
Bucher,
Ph.D.
(amy.bucher@gmail.com)

24. WeightWatchers.comAmy
Bucher,
Ph.D.
(amy.bucher@gmail.com)
Lunch
Builder
Cheat
Sheet

25. Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)

26. Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)

27. Constrained
Choice

28. Perceived
Competence
Help
people
feel
they
can
do
it
Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)

29. Ability
Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)

30. Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)
2x
weight
loss
in
people
who
track
food
6+
days
per
week
vs.
people
who
track
less
than
11
1. Hollis,
J.
F.
et
al.
(2008).
Weight
loss
during
the
intensive
intervention
phase
of
the
weight-­‐loss
maintenance
trial.
American
Journal
of
Preventative
Medicine,
32(5),
118-­‐126.
2. Kruger,
J.,
Blanck,
H.
M.,
&
Gillespie,
C.
(2006).
Dietary
and
physical
activity
behaviors
among
adults
successful
at
weight
loss
maintenance.
International
Journal
of
Behavioral
Nutrition
and
Physical
Activity,
3.
3. Bravata,
D.
M.,
et
al.
(2007).
Using
pedometers
to
increase
physical
activity
and
improve
health:
A
systematic
review.
Journal
of
the
American
Medical
Association,
298(19),
2296-­‐2304.
18%
of
successful
dieters
kept
a
calorie
diary,
vs.
8%
of
unsuccessful
dieters2
People
using
pedometers
keep
their
physical
activity
at
27%
above
baseline
levels3

31. Opower.com
1.4
–
3.3%
energy
use
reduction
per
household
(Alcott,
2011)
Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)

32. Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)

33. Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)

34. Feedback
Granularity
Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)

35. Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)

36. Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)

37. You’ve
Earned
a
Badge!
Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)

38. Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)
Yelp
Untappd
Fitocracy

39. Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)

41. Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)
$26
Million
in
first
year1
1.
http://news.starbucks.com/article_display.cfm?article_id=598,
retrived
October
1,
2012

42. Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)
J&J
Digital
Health
Scorecard
http://www.digitalhealthscorecard.com/?sf7635864=1

43. Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)

44. Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)

45. Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)

46. Does
it
work?
Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)
http://duolingo.com/#/effectiveness-­‐study
34
Hours
of
Duolingo 1
University
Semester

47. Perceived
Relatedness
Show
people
they’re
connected
Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)

48. Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)

49. Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)

50. Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)
Sometimes
the
responses
are
just
acknowledgements
.
.
.

51. Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)
Sometimes
the
responses
are
helpful
.
.
.

52. Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)
Sometimes
the
responses
are
repetitive
.
.
.

53. Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)
Sometimes
the
responses
are
to
other
brands,
not
end
users
.
.
.

54. Sometimes
the
responses
are
deliberately
funny
.
.
.

55. Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)

56. ELIZA
Human:
My
boyfriend
made
me
come
here.
ELIZA:
Your
boyfriend
made
you
come
here?
Human:
He
says
I’m
depressed.
ELIZA:
I’m
sorry
to
hear
you
are
depressed.
Human:
It’s
true.
I’m
unhappy.
ELIZA:
Do
you
think
talking
to
me
will
help
you
not
be
unhappy?
Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)
Weizenbaum,
J.
(1966).
ELIZA—A
computer
program
for
the
study
of
natural
language
communication
between
man
and
machine.
Communications
of
the
ACM,
9(1),
36-­‐45.

57. Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)

58. Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)

59. Design
that
Responds
Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)

60. Contrast
this
.
.
.
Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)

61. With
this:
Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)

62. SDT
Applied
to
Beer
Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)

63. Additional
Resources
Amy
Bucher,
Ph.D.
(amy.bucher@gmail.com)
Glued
to
Games,
by
Scott
Rigby
and
Richard
Ryan
selfdeterminationtheory.org
à links
to
academic
papers,
research
Stanford
University
Persuasive
Technology
Lab
(http://
captology.stanford.edu/)
I
also
like:
!
•Influence:
The
Psychology
of
Persuasion,
by
Robert
Cialdini
•Willpower,
by
Roy
Baumeister
and
John
Tierney
•The
Power
of
Habit:
Why
We
Do
What
We
Do
in
Life
and
in
Business,
by
Charles
Duhigg
From
this
presentation:

64. Course Title
Course Title
INSTRUCTOR NAME