Moral Issues in Behavior Change - SXSW 2017 - Amy Bucher

Moral Issues in Behavior Change - SXSW 2017 - Amy Bucher

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  Moral Issues inDesigning for Behavior Change #MoralsinBC Amy Bucher, Ph.D. Mad*Pow [email protected] @amybphd Raphaela O’Day, Ph.D. Johnson & Johnson Health and Wellness Solutions [email protected]
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  Think about yourbest healthcare experience . . . . #MoralsinBC
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  . . .And your worst healthcare experience. #MoralsinBC
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  In just onesentence, what was the difference? #MoralsinBC
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  How do wethink about designing for behavior change? #MoralsinBC
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  Moral Issues in Designingfor Behavior Change
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  Design for People Mad*Powis a design agency that strives to help people improve their health and wellness, meet their financial goals, learn and connect.
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  DIAGNOSIS Define Problem & Context PRESCRIPTION DefineIntervention Strategy & Outcome Goals EXECUTION Design & Implementation of System Components EVALUATION Randomized Controlled Experiments « One-on-one Interviews « Literature Review « Client / Public Dataset Analysis « Observation Studies & Intercepts « Experience Sampling / Diary Studies « Problem Definition & Context Frame « Priority Audience Identification « Theory of Change Mapping « Select & Specify Target Behaviors « Actor, Action, Artifact, Outcome map « COM-B Analysis « TDF Analysis « Value Proposition Statement « Engagement Strategy « Voice and Tone Definition « Promotional Campaign Creation « Intervention & Protocol Content « Wireframe Flows « Interface & Interaction Design « Interaction Rules & Logic « Aesthetics, Visual Design & Branding « Interactive Prototyping « Interaction Spec & Style Guide « Full Stack Development « Playtest & Prototype Testing « Acceptability & Usability Testing « Select Intervention Functions & Available Program Components « Select Behavior Change Techniques « Identify Methods of Delivery « Intervention Design Workshop « Define Outcome Measurements « Intervention Design Strategy « Develop Logic Model « System & Journey Map/Modeling « Core Loop Definition « Design Concept Generation « Concept Testing & Refinement « Develop Operational Launch Plan « Design & Implement Evaluation Plan « RCT, A/B, Factorial or other Testing « Post-Test Dataset Analysis « Predictive Modeling « Focus Group « Ethnographic Research « Synthesis & Reporting « Journal Writing & Submissions B E H A V I O R C H A N G E D E S I G N – M E T H O D O L O G Y #MoralsinBC
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  COM-B System– Michieet. al B E H A V I O R C H A N G E D E S I G N – T O O L S #MoralsinBC
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  COM-B As Appliedto Medication Adherence Factors Capability Physical and psychological capacity to engage in the behavior Motivation All brain processes that energize and direct behavior toward goals Opportunity All factors lying outside the person that make performing the behavior possible or prompt it Psychological: Capacity to engage in necessary thought processes Reflective: Evaluations and plans Physical: Physical opportunity provided by the environment • Comprehension of disease and treatment • Cognitive functioning (e.g. memory, capacity for judgment, thinking) • Executive function (e.g. capacity to plan) • Perception of illness (e.g. cause, chronic vs. acute, etc.) • Beliefs about treatment (e.g. necessity, efficacy, concerns about adverse events, general aversion to taking medication) • Outcome expectancies • Self-efficacy • Cost • Access (e.g. availability of medication) • Physical characteristics of medicine (e.g. taste, smell, size, shape, method of administration) • Regimen complexity Physical: Capacity to engage in necessary physical processes Automatic: Emotions and impulses arising from associative learning and/or innate dispositions Social: Social and cultural milieu that dictates the way we think about things • Physical capability to adapt to lifestyle changes (e.g. diet or social behaviors) • Dexterity to take medication (e.g. open bottle, inject, etc.) • Stimuli or cues for action • Mood state / disorder (e.g. depression or anxiety) • Social support • HCP-patient relationship / communication / autonomy support • Stigma of disease, fear of disclosure • Religious / cultural beliefs
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  #MoralsinBC Types of Motivation: Self-DeterminationTheory AutonomousControlled Long-term change happens here! Sources: Ryan & Deci (2000) Segar & Hall (2011) Amotivated I have no desire to do this. External Someone told me I have to do this. Introjected I’ve internalized the nagging: Better do this. Identified Doing this will help me achieve goals I really value. Integrated Doing this is part of who I am. Intrinsic I love doing this; it feels great!
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  “I can makemy own meaningful choices” “I am learning, growing, and succeeding.” “I am part of something bigger than myself. I belong.” Autonomy Competence Relatedness Motivation The Levers of Motivation Ryan, R. M., & Deci, E. L. (2000). Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being. American Psychologist, 55, 68- 78. #MoralsinBC
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  What are youchallenged with? #MoralsinBC
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  Moral Issues inDesigning for Behavior Change #MoralsinBC Amy Bucher, Ph.D. Mad*Pow [email protected] @amybphd Raphaela O’Day, Ph.D. Johnson & Johnson Health and Wellness Solutions [email protected]
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  Our passion forhealth led us to found the HxRefactored conference, which is dedicated to exploring how human centered design and technology can improve the quality of health service delivery and digital experiences, and help us all achieve better health. Founded eight years ago, the conference attracts more than 500 executives, innovators, practitioners, entrepreneurs, and clinicians. Health Experience Design Conference H x R E F A C T O R E D 2 0 1 7