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You Can't Make Me

340d396deb6c4987147b061705edcb54?s=47 David Ortinau
February 06, 2015

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?


David Ortinau

February 06, 2015


  1. you can’t make me!

  2. David Ortinau @davidortinau | http://rendr.io 19 yrs web, interactive, mobile.

    Xamarin MVP BA English Maryville University
  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.”
  4. None
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  6. do something

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

    Advertising Globally
  12. new year resolutions

  13. 37%

  14. 32%

  15. 28%

  16. Day 36

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

  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/
  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/
  27. get motivated

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  30. 21 Days

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

  32. It takes as long as it takes.

  33. it’s all in your head

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  35. System 1: Automatic

  36. System 1: Automatic • Automatic, quickly • Little or no

    effort • No sense of voluntary control.
  37. System 2: Reflective

  38. System 2: Reflective • Allocates attention to the effortful mental

    activities that demand it • Complex computations • The subjective experience of agency, choice, and concentration
  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

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

  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.”
  67. Investment

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

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

  75. Thank You!

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