Dr Daryl Foy

A Google Slide presentation as part of a workshop on behavioral design of apps

Transcript

1. Behavior design as art & science
2. Greetings I am Dr Daryl Foy I design affirmative behavior-favored systems @mortonandlawson
3. Let’s look at an itch to be scratched Millennials’ finances
4. “ 64% of Australian millennials don’t have a savings plan 50% of U.S. millennials say they will need to use their retirement savings to meet non-retirement expenses . 30% use credit cards to pay for monthly necessities.
5. Micro-investing How they do it The app links with your bank account and credit cards, rounding up daily purchases and automatically investing the ‘change’ into a diversified portfolio. Apps such as ACORNS will bring with it charges. If you spend $3.50 on a coffee the app will then automatically round up 50c into your investment account. Once you’ve rounded up $5 worth of change it then deposits it into your account. You can also accelerate this if you want and deposit more money as you please. Is it worth it? If we all aim to be self-determined in our financial lives then improving our competency and with it, a degree of autonomy must be of value? Quick watch Ed Deci on Motivation Ask yourself this If you were designing a micro-investment app why & how would you accommodate the satisfaction of Relatedness to Others? I want you to think about what Ed says about Controlled Motivation & the growing issue of negative app design
6. Sifting through the BACKGROUND BS Let’s start with a brief look at “tabloid” formulae
7. The HOOKED LENS ⊙ Nir Eyal is making waves with a tabloid treatment of behavior science for tech ◦ Is that really a bad thing? ⊙ Let’s look at Nir’s assessment of SNAPCHAT & work backwards from there
8. The HOOKED model Triggers External In environmental cues and signs as to what you do next “HIT PLAY” Internal What to do next is informed via association from user's memory: People-Place- Emotion-Routine- Situations Action The simplest act done in anticipation of a reward. Scroll-Search-Play To enact a behavior: Ability What you need to enact behavior: ⊙ Time it takes ⊙ Money it costs ⊙ Effort involved ⊙ Brain power ⊙ Deviance from the social norm ⊙ Non routine Reward The ITCH we seek to SCRATCH “our reward system activates with anticipation & calms when we get what we want.” Prime motivators: • Avoid PAIN • Avoid REJECTION • Avoid FEAR
9. REWARDS TRIBE ⊙ Partnership ⊙ Competition ⊙ Recognition HUNT Material & information-based rewards SELF We seek ⊙ Mastery ⊙ Competence ⊙ Autonomy ⊙ Task completion Reward The ITCH we seek to SCRATCH “our reward system activates with anticipation & calms when we get what we want.” What motivates contributors to this service? What is their reward? Name some
10. INVESTMENT Persistent use of an app-service represents an investment in - personal data - social capital - time - effort - money - emotion “Investment helps increase the likelihood of a 2nd PASS thru the HOOK” (Eyal) INVESTMENT
11. Old school PERSUASION
12. PERSUASION • RECIPROCITY • SCARCITY • AUTHORITY • CONSISTENCY • LIKING • CONSENSUS
13. 23,200,000 Fitbit users globally (2015) 29,100,000 People have Type 2 diabetes in the USA (cdc - 2014) MSOME itch Daz talk to us
14. ZING Linking Exercise Physiologists with GPs & wearables users
15. TRACKER Plan - LEARN -Track Daz talk to us
16. DOJO LEARN -Master-SHARE Daz keep talking
17. COMPARE Social - PHYSICAL Some explanation
18. Getting SERIOUS Time to add some SCIENCE Talking Head - Considerations for Complex Behavioral Design Solutions
19. Please EXPLAIN Athrú Scil
20. process Athrú Scil Behavior Profiles Scale--->Model Behavior Design Tables & UI Agile Process & Tools & Affective testing
21. Let’s review Athrú concepts Framework Leverage qualitative analytic and evidence-based theories to guide a proper analysis of the behavioral state of your user community. Design elements For each Profile we need to present a table of suitable Choices & Persuasive Elements in conjunction with compiling User Stories and UI Deliver Get to pilot as an MVP. Use qualitative & affective testing tools. Must have personalised persuasion. Formulate Don’t guess. Generate validated models to formulate Behavioral Profiles from the framework Go agile Test & build increments & iterations based on User Story EPICS for common Profiles. Learn-adapt Repeat Step 1. Tie in instrumented app & UI-based qualitative analytics to keep evolving.
22. “Don’t build what you cannot measure”
23. “Back to Millennial money issues
24. LOGIN
25. STOCK
26. SUMMARY
27. TRANSACTIONS
28. Thanks! Any questions? You can find me at @mortonandlawson & dlfoy@mortonlawson.com BLOG www.mortonlawson.space