(highlight:: Self-Determination Theory And Behavior Change: Autonomy, Competence, and Relatedness
Summary:
To promote intrinsic motivation, designers should support people's basic psychological needs: autonomy, competence, and relatedness.
This can be achieved by creating experiences that offer meaningful choices, a sense of progress, and connections with others.
Transcript:
Speaker 1
And what that theory of motivation over the years has found is that in order to get people to have those more intrinsic forms of motivation, the ones that are based on their values and Their goals and their identity, you need to support their fundamental or their basic psychological needs. And there are only three of them. So that's sort of nice. There is autonomy making meaningful choices, competence, feeling like you're learning and growing and you're kind of successful in your interactions with the world. And then relatedness, which is feeling like you're a part of something bigger than yourself, whether it's a relationship with other people who are meaningful to you or being part of A community. And so when I go into a design process and I'm thinking, how can I help people associate this behavior pattern that we want them to adopt with that more intrinsic form of motivation? I'm really thinking, how can I create an experience that supports them in having meaningful choices, in feeling a sense of progress, getting that good feedback or being presented With challenges that help them grow but are also achievable and then connects them with other people either for real, in terms of relationships and social accountability and those Things. Or sometimes it's a virtual thing, it's helping people either imagine a community of other people going through similar things or I have a chapter in the book about how technology can Be used to simulate that sense of connection.)
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(highlight:: You Are Never Going to Get 100% Adoption of Your Product/Initiative And That's Okay
Summary:
Behavior change design can improve product outcomes by designing the product in a supportive and appealing way.
However, it's important to understand that not everyone will want to participate. Being respectful and acknowledging that some people may not be interested is crucial.
Taking a long-term approach and providing a positive experience now can encourage future interest.
Hard-selling and using force tactics can lead to losing people permanently.
Accepting that not everyone will be won over immediately is key.
Transcript:
Speaker 1
I will also say that one thing I think is really important is an understanding that although behavior change design can help improve the outcomes of your product, it can get more people To do the things that you'd like them to do because you're designing the product in a way that supports that and makes it appealing. There will always be people who don't want to do it. And I think knowing that right off the bat, you'll never get 100% and being respectful of the fact that there will be some people who just don't want to do it is really, really important. And I think it's also a really important thing when you think over the long term because you'll have some people who don't want to do, you know, they don't want to experience your app now Or they don't want to enroll in your program now, but they might be interested in the future. If you give them a positive experience now, if you say, all right, that's great. Sorry, we're not for you now, but come back later. They might actually come back as opposed to if you make the hard sell or you try to use the force tactics, that's where you lose people forever. And so I really want to encourage this acceptance that it's okay not to win over everybody on the first go around and to take the longer view.)
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