Upgrade to Pro — share decks privately, control downloads, hide ads and more …

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?

340d396deb6c4987147b061705edcb54?s=128

David Ortinau

February 06, 2015
Tweet

Transcript

  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
  5. None
  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
  8. None
  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

    category.
  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/
  20. None
  21. None
  22. None
  23. None
  24. None
  25. None
  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

  28. None
  29. None
  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

  34. None
  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
  40. None
  41. Habit Loop

  42. None
  43. None
  44. Habit Loop Cue Reward Routine

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

    ____________.
  46. Craving powers the loop

  47. None
  48. Triggers / Cues

  49. None
  50. None
  51. None
  52. None
  53. None
  54. None
  55. None
  56. Action / Routine

  57. None
  58. None
  59. Reward

  60. None
  61. None
  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.”
  63. None
  64. None
  65. None
  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

  68. None
  69. None
  70. None
  71. None
  72. None
  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