You Can't Make Me

With presentation notes: http://rendr.io/presentations/MWDConSF2015-YouCantMakeMe-Notes.pdf

Closing Keynote at http://mobilewebdevconference.com/san-francisco-2015.

Health and fitness apps have been trying to motivate individuals and teams to do something. Retails apps are trying everything to get us to buy buy buy. Employers and HR firms want employees to use benefits, to be health and work more. Are these app strategies working? How do you inspire changes in behavior, form or break habits?

Transcript

1. you can’t make me!
   

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2. David Ortinau
   @davidortinau | http://rendr.io
   19 yrs web, interactive, mobile.
   Xamarin MVP
   BA English
   Maryville University
   

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3. - Author of Romans
   “For I do not understand my own actions. For I do not do what I
   want, but I do the very thing I hate.
   For I have the desire to do what is right, but not the ability to carry it
   out. For I do not do the good I want, but the evil I do not want is what
   I keep on doing.”
   

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6. do something
   

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7. $545B Spent on
   Advertising Globally
   $330M on traditional Super Bowl ads alone
   http://www.statista.com/topics/979/advertising-in-the-us/
   http://www.emarketer.com/Article/Global-Ad-Spending-Growth-Double-This-Year/1010997
   

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9. $330M on traditional Super Bowl ads alone
   $545B Spent on
   Advertising Globally
   http://en.wikipedia.org/wiki/List_of_countries_by_GDP_%28nominal%29
   

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10. Higher than the GDP of Poland, Belguim, Norway
    $545B Spent on
    Advertising Globally
    http://en.wikipedia.org/wiki/List_of_countries_by_GDP_%28nominal%29
    

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11. Only 22 nations have a higher GDP
    $545B Spent on
    Advertising Globally
    

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12. new year resolutions
    

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13. 37%
    

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14. 32%
    

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15. 28%
    

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16. Day 36
    

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17. January 2014, 1/3 of smartphone
    owners accessed apps
    in health/fitness category.
    

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18. Venture funding of digital health
    companies surpassed $4B in 2014, nearly
    equivalent to the prior 3 years combined.
    http://www.slideshare.net/RockHealth/rock-health-2014-year-in-review-funding-1?ref=http://rockhealth.com/resources/rock-reports/
    

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19. “More than half of US consumers who have owned an
    activity tracker no longer use it. A third of them took
    less than six months from unboxing the device to
    shoving it in a drawer or fobbing it off on a relative.”
    http://www.wired.com/2014/11/where-fitness-trackers-fail/
    

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26. 45 percent of US adults deal with at least one chronic condition
    40 percent with 1 condition track health indicators
    62 percent of adults with two chronic conditions do so
    http://www.pewinternet.org/2013/01/28/main-report-8/
    

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27. get motivated
    

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30. 21 Days
    

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31. Average 2 months
    18 - 254 Days
    http://www.ucl.ac.uk/news/news-articles/0908/09080401
    

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32. It takes as long as it takes.
    

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33. it’s all in your head
    

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35. System 1: Automatic
    

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36. System 1: Automatic
    • Automatic, quickly
    • Little or no effort
    • No sense of voluntary control.
    

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37. System 2: Reflective
    

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38. System 2: Reflective
    • Allocates attention to the effortful mental activities that demand it
    • Complex computations
    • The subjective experience of agency, choice, and concentration
    

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39. “What they discovered was that despite
    those lists, more than 50 percent of
    purchasing decisions occurred at the
    moment a customer saw a product on the
    shelf, because, despite shoppers’ best
    intentions, their habits were stronger than
    their written intentions.”
    Duhigg, Charles (2012-02-28). The Power of Habit: Why We Do What We Do in Life and Business
    

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41. Habit Loop
    

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44. Habit Loop
    Cue Reward
    Routine
    

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45. When ____________, I will ____________ because
    it provides me with ____________.
    

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46. Craving powers the loop
    

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48. Triggers / Cues
    

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56. Action / Routine
    

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59. Reward
    

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62. –Albert Bandura“social learning theory.”
    “people who observe someone being
    rewarded for a particular behavior are more
    likely to alter their own beliefs and
    subsequent actions.”
    

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66. –Nir Eyal “Hooked”
    “Only by understanding what truly matters to
    users can a company correctly match the right
    variable reward to their intended behavior.”
    

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67. Investment
    

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73. When ____________, I will ____________ because
    it provides me with ____________.
    

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74. Resources
    • http://captology.stanford.edu/
    • http://www.nirandfar.com/
    • http://www.bjfogg.com/
    

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75. Thank You!
    

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76. David Ortinau
    @davidortinau | http://rendr.io
    

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