Designing the Behavior Change

frog design internal presentation October, 22nd 2010

Since September 19th, 2010 Workouts: 13 Duration: 10:01:24 Km: 109.21 Average pace: 530/km Calories burned: 9956

The equivalent of 18.43 Big Macs.

Designing the Behavior ChangeInternal Presentation

2010 frog design. condential & proprietary.

Since September 19th, 2010 My farthest run: 12.280 km My fastest mile: 810 My fastest 5 km: 2609 My fastest 10 km: 5326 The day I run must is: Thursday

1. Record runs 2.Gather feedback 3.Change behavior

Why does this matter?

Aging population
By 2050, there will be more than 2 billion people aged 60 or over.

Growing incidence of chronic diseases

Nearly 50% of US population by 2030.

Growing costs of healthcare

2.300 billion dollars a year in the US only.

Healthcare needs to be reframed.

Hugh Dubberly, Reframing Health

Traditional healthcare frame Scope Approach Relieve acute conditions now. Intervention; treatment Expert directed Apply standards of care Lengthy regulatory pre-approval Symptoms and test results Prescribe medication Medical establishment Social networks, others like me Authority, expert Dispensing knowledge Helpless, childlike Taking orders Asymmetric, one way Command and control HCPs notes of visit Sporadic Dispersed between o ces Managed by HCP

Emerging self-management frame Maintain well-being over a lifetime. Prevention; healthy living Self-management Measure, assess, and adjust; iterate Learn and adapt as you go Whole person, seen in context Improve behavior, environment Individuals, family and friends Coach, assistant Learning from patients Responsible adult Setting goals; testing hunches Symmetric, reciprocal Discussion and collaboration Patients notes, data from sensors Continuously collected Connected; aggregated Controlled by patient
2010 frog design. condential & proprietary.

Subject Response Relies on HCP as Patient as Relationship Records

Designing the Behavior ChangeInternal Presentation

Proteus, Ingestible Event Markers (IEMs)

Adidas, micoach Dexcom, Seven+

Designing the Behavior ChangeInternal Presentation

2010 frog design. condential & proprietary.

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Adidas, Fitbit, tbit micoach tracker

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Adidas, directlife Philips, micoach

Designing the Behavior ChangeInternal Presentation

2010 frog design. condential & proprietary.

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Adidas, micoach

Designing the Behavior ChangeInternal Presentation

2010 frog design. condential & proprietary.

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Yamaha, Bodibeat

Designing the Behavior ChangeInternal Presentation

2010 frog design. condential & proprietary.

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Zeo sleepcoach

record

process
me

feedback

data sharing

family & friends

social networks

specialized communities

upcoming HCPs HCPs

traditional HCPs

government

end-users

institutions

Designing the Behavior ChangeInternal Presentation

2010 frog design. condential & proprietary.

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record

behavior change
me

process

feedback

support

data sharing

family & friends

social networks

specialized communities

upcoming HCPs HCPs

traditional HCPs

government

end-users

institutions

Designing the Behavior ChangeInternal Presentation

2010 frog design. condential & proprietary.

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Behavior can change in 15 ways.

BJ Fogg, Behavior Grid

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2010 frog design. condential & proprietary.

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BJ Fogg, 2010

Put hot triggers in the path of motivated people.

BJ Fogg, Behavior Model

Trigger
High Core motivators pleasure/pain hope/fear social acceptance/rejection
io av h e tb e g ar r

Motivation

inc

sin a re

op t ss e n eli lik

rm rfo

Low Low

Simplicity factors time, money, physical e ort, brain cycles, social deviance, non routine

Ability

High

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2010 frog design. condential & proprietary.

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BJ Fogg, Behavior Model

Trigger (signal)
High Core motivators pleasure/pain hope/fear social acceptance/rejection Wake-up

Motivation

Low Low

Simplicity factors time, money, physical e ort, brain cycles, social deviance, non routine

Ability

High

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2010 frog design. condential & proprietary.

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BJ Fogg, Behavior Model

Trigger (facilitator)
High Core motivators pleasure/pain hope/fear social acceptance/rejection Accept an invitation on Linked-in

Motivation

Low Low

Simplicity factors time, money, physical e ort, brain cycles, social deviance, non routine

Ability

High

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2010 frog design. condential & proprietary.

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BJ Fogg, Behavior Model

Trigger (spark)
High Core motivators pleasure/pain hope/fear social acceptance/rejection

Motivation

Run faster

Low Low

Simplicity factors time, money, physical e ort, brain cycles, social deviance, non routine

Ability

High

Designing the Behavior ChangeInternal Presentation

2010 frog design. condential & proprietary.

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Motivating people is hard.

BJ Fogg, Behavior Model

Pleasure/Pain Hope/Fear Social acceptance/ rejection

Designing the Behavior ChangeInternal Presentation 2010 frog design. condential & proprietary. 31

Nike, Nike+ Challenge

Mint.com, Spendspace

Need motivation

Self-motivated

Triggers come from

External Cues Internal Cues

I change my behavior for Individualist Me

From a stranger

From somebody I care

You should lose weight.

Dad, you should lose weight.

I must lose weight.

Somebody I care

You should lose weight. You owe it to your children. You should lose weight. You owe it to the others.

Dad, you should lose weight. You owe it to me. Dad, you should lose weight. You owe it to the others.

I must lose weight. I owe it to my children.

Everybody Altruistic

I must lose weight. I owe it to the others.

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2010 frog design. condential & proprietary.

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Motivating people a ected by a disease can be much harder.

HopeLab, Re-Mission

HopeLab, Re-Mission

Bayer, Didget

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What if we turned our lives into a game? (and maybe set its rules)

Nintendo, Wii-t

Ubisoft, YourShape

Ubisoft, YourShape (Kinect)

Runkeeper

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Healthmonth

Games explaining reality

Real-life games

Designing the Behavior ChangeInternal Presentation

2010 frog design. condential & proprietary.

Well designed games are fun to play because they keep us in the ow.

Mihaly Csikszentmihalyi, Flow

Objective
High Frustrating experience. anxiety

Challenge

Ideal experience.

Boring experience.

boredom

Low Low

Skills/Time

High

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Jesse Schell, 2010

Objective
High A very last e ort: run 20 km in the next 7 days AND give up on all the fried AND sweet food

I wanna lose 10kg in 3 months

Challenge

anxiety Its time to go back to work again! What about running 15 km in the next 7 days AND give up on all the fried food?

3 4

Great! You can now rest for the whole weekend and eat whatever you want as long as you dont exceed 2000 daily kcal

Run 10 km in the next 7 days

1 2

boredom Well done! Choose how to train for the rest of the week as long as you burn at least 500 Kcal

Low Low

Skills/Time

High

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1. Running can be fun. 2. Awareness and behavior change can make us healthier. 3. Getting motivated is hard. 4. Games motivate us because they keep us in the ow.

Questions?

@giorgiobaresi #gamication giorgio.baresi@frogdesign.com

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2010 frog design. condential & proprietary.

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Sources
1. Cover image: http://www.ickr.com/photos/kk/133689335/ 2. Source: http://en.wikipedia.org/wiki/Big_Mac 3. Source: http://visualization.geblogs.com/visualization/aging/ 4. Source: http://www.ghtchronicdisease.org/pdfs/ChronicDiseaseFactSheet.pdf 5. Source: http://bit.ly/bDy358 6. Source: http://www.dubberly.com/articles/reframing-health.html 7. Source: http://behaviorgrid.org/ 8. Source: http://behaviormodel.org/

Designing the Behavior ChangeInternal Presentation

2010 frog design. condential & proprietary.

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