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You Can't Make Me

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

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  1. - 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.”
  2. $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
  3. $330M on traditional Super Bowl ads alone $545B Spent on

    Advertising Globally http://en.wikipedia.org/wiki/List_of_countries_by_GDP_%28nominal%29
  4. 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
  5. 37%

  6. 32%

  7. 28%

  8. 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/
  9. “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/
  10. 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/
  11. System 1: Automatic • Automatic, quickly • Little or no

    effort • No sense of voluntary control.
  12. System 2: Reflective • Allocates attention to the effortful mental

    activities that demand it • Complex computations • The subjective experience of agency, choice, and concentration
  13. “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
  14. –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.”
  15. –Nir Eyal “Hooked” “Only by understanding what truly matters to

    users can a company correctly match the right variable reward to their intended behavior.”