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Designing the Behavior Change

frog design internal presentation

October, 22nd 2010


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Since September 19th, 2010

Workouts: 13

Duration: 10:01:24

Km: 109.21

Average pace: 530/km

Calories burned: 9956


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2010 frog design. confidential & proprietary.Designing the Behavior ChangeInternal Presentation 3

The equivalent of 18.43 Big Macs.


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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


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1. Record runs

2.Gather feedback

3.Change behavior


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Why does thismatter?


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Aging populationBy 2050, there will be more than2 billion people aged 60 or over.


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Growing incidence of

chronic diseasesNearly 50% of US population by 2030.


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Growing costs of healthcare

2.300 billion dollars a year in the US only.


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Healthcare

needs to bereframed.


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2010 frog design. confidential & proprietary.Designing the Behavior ChangeInternal Presentation

Traditional

healthcare frame

Emerging

self-management frame

Scope

Approach

Subject

Response

Relies on

HCP as

Patient as

Relationship

Records

Relieve acute conditions now. Maintain well-being over a lifetime.

Intervention; treatmentExpert directed

Apply standards of care

Lengthy regulatory pre-approval

Prevention; healthy livingSelf-management

Measure, assess, and adjust; iterate

Learn and adapt as you go

Symptoms and test results Whole person, seen in context

Prescribe medication Improve behavior, environment

Medical establishment

Social networks, others like me

Individuals, family and friends

Authority, expert

Dispensing knowledge

Coach, assistant

Learning from patients

Helpless, childlike

Taking orders

Responsible adult

Setting goals; testing hunchesAsymmetric, one way

Command and control

Symmetric, reciprocal

Discussion and collaboration

HCPs notes of visit

Sporadic

Dispersed between oces

Managed by HCP

Patients notes, data from sensors

Continuously collected

Connected; aggregated

Controlled by patient

Hugh Dubberly, Reframing Health


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Proteus, Ingestible Event Markers (IEMs)


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Adidas, micoachDexcom, Seven+

15


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Adidas, micoachFitbit, fitbit tracker


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Adidas, micoachPhilips, directlife


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Adidas, micoach


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Yamaha, Bodibeat


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Zeo sleepcoach


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record

process

me

feedback

specialized communitiesfamily & friends social networks traditional

HCPs

upcoming

HCPs

government

end-users HCPs institutions

data sharing


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behavior

change

record

process

me

feedback

specialized communitiesfamily & friends social networks traditional

HCPs

upcoming

HCPs

government

end-users HCPs institutions

data sharingsupport


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Behavior can changein 15 ways.


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BJ Fogg, Behavior Grid


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Put hot triggers

in the path ofmotivated people.

BJ Fogg, 2010


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Ability

Core motivators

pleasure/pain

hope/fear

social acceptance/rejection

Simplicity factors

time, money, physical e

ort, brain cycles,social deviance, non routine

HighLow

Motiva

tion

High

Low

Trigger

increa

singlike

linesst

operfor

mtar

getb

ehav

ior

BJ Fogg, Behavior Model


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Ability

Core motivators

pleasure/pain

hope/fear


Simplicity factors

time, money, physical e

ort, brain cycles,social deviance, non routine

HighLow

Motiva

tion

High

Low

Trigger (signal)

Wake-up



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Ability

Core motivators

pleasure/pain

hope/fear


Simplicity factors

time, money, physical eort, brain cycles,

social deviance, non routine

HighLow

Motivation

High

Low

Trigger (facilitator)

Accept an invitation

on Linked-in



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Ability

Core motivators

pleasure/pain

hope/fear


Simplicity factors

time, money, physical eort, brain cycles,

social deviance, non routine

HighLow

Motivation

High

Low

Run faster

Trigger (spark)



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Motivating peopleis hard.

BJ F B h i M d l


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Pleasure/Pain

Hope/FearSocial acceptance/

rejection


Nike Nike+ Challenge


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Nike, Nike+ Challenge

Mint com Spendspace


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Mint.com, Spendspace


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Extern l Cues

From a stranger

From somebody

I care

Internal Cues

Me

Somebody I care

Everybody

You should lose

weight.

Dad, you should lose

weight.I must lose weight.

You should lose

weight. You owe it to

your children.



me.

I must lose weight. I

owe it to my children.

You should lose


the others.



the others.

I must lose weight. Iowe it to the others.

I change

my behavior for

Triggers come

from

Self-motivatedNeed motivation

Individualist

Altruistic


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Motivating people

aected by a diseasecan be much harder.

HopeLab Re-Mission


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HopeLab, Re Mission

HopeLab Re-Mission


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HopeLab, Re Mission

Bayer, Didget


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Bayer, Didget


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What if we turned

our lives into a game?(and maybe set

its rules)

Nintendo, Wii-fit


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,

Ubisoft, YourShape


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p

Ubisoft, YourShape (Kinect)


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p ( )

Runkeeper


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Healthmonth


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Games explaining reality Real-life games


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Well designed games

are fun to playbecause they keep us

in the flow.

Mihaly Csikszentmihalyi, Flow


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Challen

ge

High

Low

Objective

anxiety

boredom

Skills/Time HighLow

Jesse Schell, 2010


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Skills/Time HighLow

Challen

ge

High

Low

Objective

anxiety

boredom


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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 becausethey keep us in the flow.


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Questions?


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@giorgiobaresi

#gamification

[email protected]

Sources
mailto:[email protected]:[email protected]


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1. Cover image: http://www.flickr.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.fightchronicdisease.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/
http://behaviormodel.org/http://behaviormodel.org/http://behaviorgrid.org/http://behaviorgrid.org/http://www.dubberly.com/articles/reframing-health.htmlhttp://www.dubberly.com/articles/reframing-health.htmlhttp://visualization.geblogs.com/visualization/aging/http://visualization.geblogs.com/visualization/aging/http://visualization.geblogs.com/visualization/aging/http://visualization.geblogs.com/visualization/aging/http://visualization.geblogs.com/visualization/aging/http://visualization.geblogs.com/visualization/aging/http://en.wikipedia.org/wiki/Big_Machttp://en.wikipedia.org/wiki/Big_Machttp://www.flickr.com/photos/kk/133689335/http://www.flickr.com/photos/kk/133689335/


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