Presentation about behavior and engagement taking information learned from presentation by B.J. Fogg, and Nicole Lazzaro at Adaptive Path's UX Week 2010
2. Attribution & Direct References
All photography used in this presentation was
taken from flicker, individual attribution is in
the bottom right hand corner of each photo.
Behavior information was based on a
presentation and additional information by
B.J. Fogg at UX Week by Adaptive Path.
Engagement information was based on a
presentation and additional information by
Nicole Lazzaro at UX Week by Adaptive Path.
http://www.uxweek.com/speakers
http://www.uxweek.com/speakers
32. Behavior: Learn a new language
Duration: Until courses are complete
Motivation: Hope, Pleasure
Engagement: Serious, Hard, Social
Triggers: Review, comment & progress alerts
Behavior is about what we do. It’s our habits, our rituals, our mental shortcuts that get us through the day. Behavior is about actions and patterns. Its what we do.
Kid - “Hum, this big orange ball looks cool “
Kids bigger brother – “Mom said NO! get up!”
Engagement is about interest. It is about our attention, and our focus at a given time, and across a period of time.
In order to get a user to commit to using a new software, or change how they use a current piece of technology, you fist have to initiate behavior change and then engage the user.
Why learn about behavior change? Because just like quitting something cold turkey never works, unless there is some ground breaking moment of enlightenment, behavior change is a process that requires baby steps.
And even if we know how to preform basic behaviors, without positive engagement, motivation and ability, the activity will not be one we stick to, or if force to do it, we will grow to hate the activity.
To instigate behavior change, you have to identify what type of behavior change you are trying to achieve, for how long, and how you will trigger the change
3 Spans Of Behaviors:
Single Instance Behavior
Behavior For A Specific Duration
Permanent Behavior Change
5 Types Of Behaviors:
Starting a New Behavior
Restarting a Familiar Behavior
Increasing and Existing Behavior
Reducing and Existing Behavior
Stopping a Behavior
Example a new behavior that will be a lasting behavior. Learning to Walk.
Example a familiar behavior that will only last for a certain duration. Picking your nose phase.
Example a existing behavior that should stop forever. Dog chewing on owners shoes.
Behavior Change Requires:
Triggering the behavior
Ability to perform the task
Motivation to perform the task
Hot triggers, are change agents because they can immediately trigger a behavior at the optimal point between ability, and motivation
Ability:
Time
Money
Effort
Brain Cycles
Social Deviance
Non-Routine
Once you know what type of behavior you are trying to start, change or stop, then you have to setup baby steps leading to that behavior incrementally.
There are 4 types of positive engagement
Hard
Easy
Social
Serious
Hard engagement is about mastery, challenge and accomplishment.
Easy engagement is about curiosity, and simple enjoyment.
Social engagement is about bonding and connections.
Serious Engagement is about personal motivators and goals.
The most powerful engagement evolves at least 3 of the 4 types of positive engagement.
3 Durations of Behavior
Once
Repeatedly
Indefinitely
5 Types of Behavior
New
Existing
Enhanced
Stopped
Reduced
4 Types of Engagement
Hard
Easy
Social
Serious
Figure out the type of behavior change.
How long should this behavior last
Form steps toward the goal behavior
Motivate and engage to enforce the behavior.