Persuasive By Design Model presented at Chi Sparks 2014 by Sander Hermsen
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Transcript of Persuasive By Design Model presented at Chi Sparks 2014 by Sander Hermsen
PERSUASIVE BY DESIGN: A MODEL AND TOOLKIT FOR DESIGNING EVIDENCE-BASED INTERVENTIONS
Sander Hermsen Reint Jan Renes Jeana Frost Hogeschool Utrecht Hogeschool Utrecht Vrije Universiteit Amsterdam
Touchpoints!
Persuasief ontwerpen voor duurzaam en gezond gedrag
Touchpoints
■ Evidence-based design■ use of reliable, valid knowledge to inform
behavior change concepts
■ gaining importance in past decade
■ health, sustainability
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■ Evidence-based design■ use of reliable, valid knowledge to inform
behavior change concepts
■ gaining importance in past decade
■ health, sustainability
■ Important source of knowledge: behavioral sciences■ problem: impenetrable field
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Our proposed model
• Evidence-based
• More possibilities for informing designs
• Easy to use
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Our proposed model
• Evidence-based
• More possibilities for informing designs
• Easy to use
• Uses for model:
- Case analysis for target group research
- Concept Analysis for discovering strenghts and weaknesses in concepts
- Decisional Accountability7
Method
• literature search
• refining draft versions through co-design sessions
• first tool: workshop
• interviews
• observations
• questionnaire
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Results from literature and co-design sessions
1) Model must distinguish between two modes of behavior: automatic (habits, impulses) and controlled
3) Controlled behavior is best explained by insights from control theory
3) Many processes threaten behavior change
5) We’re social animals
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Results from literature
1. Dual process theory• Automatic behavior• Controlled behavior
! Blue layer
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CUE
ChangedBehavior
OriginalBehavior
No change inBehavior
Goal achieved:
Self-MonitoringPerception of own
behaviour
Comparison of goal and behaviour
Discrepancy?
fitting capability, motivationopportunity
Attempting new behaviour
Disengagement from goal
Goal(want to / ought to)
no
no
yes
yes
2. Controlled behavior is best explained by insights from control theory
- self-regulatory cycle
! Blue layer
Results from literature
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ChangedBehavior
Goal achieved:
Self-MonitoringPerception of own
behaviour
Comparison of goal and behaviour
Discrepancy?
fitting capability, motivationopportunity
Attempting new behaviour
Disengagement from goal
Goal(want to / ought to)
no
no
yes
yes
3. Many processes threaten behavior change
! Red layer
■ Resistance■ Biases, white lies■ Threats to motivation
(e.g. frustration)■ Cognitive dissonance
reduction strategies■ Etcetera...
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Competing /Conflicting Goals
ResistanceReactance and scepsis
Cognitive dissonancereduction,
competing norms
Frustration, motivation declineCompeting /
conflictingbehaviours, habits
Biases,White lies
Lack of relevant
information
ChangedBehavior
Goal achieved:
Self-MonitoringPerception of own
behaviour
Comparison of goal and behaviour
Discrepancy?
fitting capability, motivationopportunity
Attempting new behaviour
Disengagement from goal
Goal(want to / ought to)
no
no
yes
yes
Results from literature
4. We’re social animals
! Green layer
■ Social comparison■ Social norms■ Peer pressure■ Social commitment■ Cooperation and shared goals■ Social inhibition, social validation
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SocialNorms
Peer Pressure,Social Validation
SocialCommitment
Cooperation,shared goals
SocialComparison
SocialInhibition
CUE
ChangedBehavior
OriginalBehavior
No change inBehavior
Goal achieved:
Self-MonitoringPerception of own
behaviour
Comparison of goal and behaviour
Discrepancy?
fitting capability, motivationopportunity
Attempting new behaviour
Disengagement from goal
Goal(want to / ought to)
no
no
yes
yes
Results from literature
Black layer
■ Interventionsin controlledbehavior
■ norm communication,feedback, action planning,involving social factors
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+!
feasible steps
Action planning
!
!
!
Reporting Performance
Feedback
Norm / GoalSetting Targets bycommunicatingnorms and goals
InvolvingSocial Factors
Intervening in reflective/controlled
behavior
SocialNorms
Peer Pressure,Social Validation
SocialCommitment
Cooperation,shared goals
SocialComparison
SocialInhibition
Competing /Conflicting Goals
ResistanceReactance and scepsis
Cognitive dissonancereduction,
competing norms
Frustration, motivation declineCompeting /
conflictingbehaviours, habits
Biases,White lies
Lack of relevant
information
Self-MonitoringPerception of own
behaviour
Comparison of goal and behaviour
Discrepancy?
fitting capability, motivationopportunity
Attempting new behaviour
Disengagement from goal
Goal(want to / ought to)
no
no
yes
yes
ChangedBehavior
OriginalBehavior
No change inBehavior
Goal achieved:
Purple layer
■ Interventions aimed at automatic behavior■ removing cues, placing alternative cues,
disrupting cue-behavior-link
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i
Intervening in automatic behavior
placingalternative
cue
Reporting Performance
Feedback
i
disruptingcue –
behavior link
iremoving
cue
CUE
ChangedBehavior
OriginalBehavior
No change inBehavior
Goal achieved:
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REFLECTIVE BEHAVIOR
REFLEXIVE BEHAVIOR
boundary conditions
iCommunicator interventions aimed at
explicit, controlled behaviour
threats to self regulatory cycle
social influences on self regulatory cycle
steps in the self regulatory cycle(model based, reflective behaviour)
iCommunicator interventions aimed at
implicit, automatic behaviour
i
Intervening in automatic behavior
placingalternative
cue
attractivenessand availability
of goal
Reporting Performance
Feedback
i
disruptingcue –
behavior link
iremoving
cue
+!
feasible steps
Action planning
!
!
!
Reporting Performance
Feedback
Norm / GoalSetting Targets bycommunicatingnorms and goals
InvolvingSocial Factors
Intervening in reflective/controlled
behavior
SocialNorms
Peer Pressure,Social Validation
SocialCommitment
Cooperation,shared goals
SocialComparison
SocialInhibition
Competing /Conflicting Goals
ResistanceReactance and scepsis
Cognitive dissonancereduction,
competing norms
Frustration, motivation declineCompeting /
conflictingbehaviours, habits
Biases,White lies
Lack of relevant
information
CUE
ChangedBehavior
OriginalBehavior
No change inBehavior
Goal achieved:
Self-MonitoringPerception of own
behaviour
Comparison of goal and behaviour
Discrepancy?
fitting capability, motivationopportunity
Attempting new behaviour
Disengagement from goal
Goal(want to / ought to)
no
no
yes
yes
Persuasive by DesignBehaviour Change Model
tekst
http://www.touchpoints-hu.nl/
First tool derived from model:Sets of questions to test concepts
■ Ten sets
■ 6 sets from blue layer, 2 from red layer, 2 from green layer
■ Each set has additional questions from black + purple layers
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Testing the model
■ Workshops■ Anders op Weg, concepts for persuading people to reduce
car use during rush our. 8 participants
■ Enexis, concepts for reducing company CO2 footprint through behavior change. 12 participants
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Testing the model
■ Workshop consisted of■ Introduction of the model
■ Introduction of sets of questions derived from the model to challenge the design concepts
■ Working on the concepts using model and questions
■ Feedback, questionnaires and interviews
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Workshop results:Questionnaires and interviews
✓ Participants indicated:■ valuable insights■ both for current project and for work overall
✓ We observed:■ richer concepts that were better thought-through and
more sharply defined■ problems and pitfalls of concepts became clear
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“Of great value. I am one of the more sceptical people in my team; this enables us to think more clearly about our goals and the means that we need to develop to achieve them!”
Workshop results:Questionnaires and interviews
- Participants indicated:■ the complexity of the model makes it hard to use
without guidance
- We observed:■ participant were most likely to use the best explained
examples and principles■ the model is impossible to use without introduction
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“I would like to see a simpler version.”
Results
✓ Evidence-based model✓ More possibilities for informing designs! Easy to use
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Results
✓ Evidence-based model
✓ More possibilities for informing designs
! Easy to use
‣Next phase■prototyping and testing tools based upon model■especially aiming at a ‘stand alone’-tool
■ graphic novel techniques■ interactive infographic techniques
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Thank you
■ Your questions?■ more information:
[email protected] @sanderhermsen
■ Download model pdf and questions athttp://www.touchpoints-hu.nl/
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