uMotif – software for compliance and goal achievement
The application of behavior change literature to app design
uMotif builds software applications that help people change behaviour to achieve personal
goals and comply with health, education and other regimes.
This short paper summarises the science of behaviour, and how uMotif draws on concepts
from the literature to facilitate behaviour change.
The key to Behaviour Change is Habit Replacement
45% of our behaviour is habitual (Neal et al., 2006). Habits are automatic actions given a
specific situation. Habits form passively when a particular behaviour is the easiest, quickest
and most rewarding. This is referred to as taking “the path of least resistance”. For
example, snacking while watching TV can quickly become habit; once habitual, turning on
the TV is often enough to incite the urge to snack.
Habits do not form overnight; the process takes on average 66 days and varies depending on
activity (Lally, 2009). The key to larger behaviour change is mastering ‘keystone’ habits that
create a chain reaction that can significantly influence the success of other habits (Duhigg,
2012).
Changing behavior by relying on sheer willpower and motivation alone has a success rate of
just 22%. This increases to 66% by simply including the strategy of visualising when the
behaviour will occur (Gollwitzer & Brandstatter, 1996). Successful behaviour change is
characterized by use of visualization or other support mechanisms. Proven support
mechanisms include removing temptations, implementing rewards and tracking progress.
uMotif builds software tools that support behaviour change, drawing on proven strategies.
How will using uMotif facilitate behaviour change?
uMotif has a deep understanding of the psychological behaviour change
literature and its practical application, including self-efficacy theory
(Bandura, 1977), the Theory of Planned Behaviour (Azjen, 1991), selfmonitoring (Schunk, 1983 and Baker, 1993), self-regulation (Baumeister,
1998) the neurology of reward (Schultz, 1998), and positive psychology
(Linley & Joseph, 2004).
In particular, uMotif adopts the empowering principle of self-tracking
‘small wins’, also known as the notion of ‘what gets monitored gets
managed’ (Karl Weick, 1984 and Drucker, 1954).
uMotif intuitively visualizes the positive effects of ‘small wins’ on metrics
such as exercise and sleep. This assists the process of self-learning, which
according to Maslow’s hierarchy (1954), is key to self-actualisation and
taking greater control over personal health and well-being
Tracking interface for patients
with Parkinson’s Disease
Self-tracking is proven to aid achievement of goals, from weight loss, to increased workplace
productivity, to improvements in children’s maths test scores of over 300% (Schunk, 1983).
Tracking progress leads to heightened self-efficacy, feeling in control and empowered.
Increased self-efficacy has a number of positive effects on health and well-being (O’Leary,
1985).
Copyright uMotif 2012
Why will people keep using uMotif to help facilitate behavior change?
Self-monitoring is most effective if performed daily (Boutelle & Kirschenbaum, 2012). We
aim, therefore, for users to engage with uMotif on a daily basis, becoming a habit in itself.
We adopt lean start-up principles (Ries, 2011) to actively test and iterate designs to
maximise engagement.
A key stage in development of uMotif is
incorporating learning from the emerging field of
persuasive technology, pioneered by B. J. Fogg at
Stanford University.
Fogg’s Model: B (behaviour change success) = M
(motivation) A (ability) T (trigger).
Fogg’s model inspires uMotif to include relevant
and timely reminders to trigger simple, quick and
easy use of our tools – meaning event those with
low motivation are likely to continue using the app.
We further draw on Nir Eyal’s ‘Desire Engine’ model
to engage users by designing in a range of ‘variable
rewards’ that make users want to return to uMotif to
find out ‘what’s coming next’. The reward could
include new content, data visualizations,
personalized messages and competitive gamification.
Such ‘rewards’ stimulate the brain to produce more
dopamine in response to surprise/uncertainty
(Skinner, 1950).
Most importantly, we understand that behaviour is nothing without context. (Ariely, 2009).
In particular habits are entirely driven by how strong the association is between context
triggering and action (Verplanken & Aarts, 1999). A recent review on health behaviour
change and mobile technology by Margaret Morris (2012) from Intel states that the key to
successful future applications is the creative use of “contextual prompting”. uMotif will
therefore include many features to trigger action, including linked to the user’s context.
Apps to enhance the power of personal relationships
uMotif tools are designed to strengthen and enhance
relationships between users and trusted professionals
(Doctor, personal trainer, teacher), to help people
change behaviour. Our technology facilitates humanto-human interaction, which is far more powerful and
sustaining than machines giving automated feedback
(accountability human vs. machine).
We refer to recent research that simple electronic medicines reminders can be effective,
particularly when combined with other interventions (Vervloet et al, J Am Med Inform
Assoc, 2012), and that use of apps and rewards can increase adherence to medical
programmes (Cafazzo et al,JMIR, 2012), within the context of human-to-human
engagement.
Copyright uMotif 2012
For more information on uMotif and how our tools could help
you and your stakeholders, please contact Bruce Hellman,
bruce@uMotif.com or via Twitter @uMotif