Mobile persuasion

Foreword

2006년부터 갑자기 주목받기 시작:

In early 2005 our Persuasive Technology Lab at Standford university blogged about hosting a conference on mobile persuasion. We got almost no response. … Eighteen months later, in July 2006, we made a similar announcement. … In 2006 the response was hot. In fact, it was so hot that we had to postpone the event five months so we could find a larger enue and plan for a crowd. —p1

Overview

Perspective 1. The Future of Persuasion is Mobile

by B. J. Fogg

Heart, Wristwatch, and a Magic Wand:

I see three reasons that mobile phones will rule the persuasion universe. To make these reasons memorable, I propose three metaphors: a heart (we love our mobile phones), a wristwatch (they are with us always), and a magic wand(these devices have many capabilities). —5

Early Movers

Perspective 2. Using Technology to Promote Sexual Health

by Deb Levine

24시간 언제나 개입할 수 있는 핸드폰을 이용하여 10대들에게 편안한 방식으로 접근+설득+교육하기.

Perspective 3. MyFoodPhone: The Start of a Mobile Health Revolution

by Sebastien Tanguay, Peter Heywood

How it works:

  • Step 1: Take a a snapshot of all the food you eat
  • Step 2: Send the photos to your food journal
  • Step 3: Get feedback from your dietitian

Building community of users. It enables the members to:

  • share their food jourals with their MFP buddies to get helpful tips and motivating feedback
  • share ideas about cooking, vegetarian eating, managing diabetes, how to avoid that candy bar and more
  • find friends for one-on-one support of buddies with similar interests

Lessons learned:

  • Lesson 1: Taking and sharing pictures improves behavior.
  • Lesson 2: Personalized feedback is motivating
  • Lesson 3: Video interaction has the same high impact as face-to-face meetings
  • Lesson 4: Making it fun keeps it engaging
  • Lesson 5: Concenience = Compliance = Success

Perspective 4. Persuasive Games on Mobile Devices

by Ian Bogost

Approaching the topic(Persuasive technology) through the discipline of Rhetoric:

My approach to building and understanding “Persuasive Games” is different from B.J. Fogg’s approach to “Persuasive Technology.” (see Persuasive technology: Using computers to change what we think and do) Instead of approaching the topic through the discipline of psychology, I approach it through the discipline of Rhetoric. —p31

Designing mobile persuasive games:

When designing mobile persuasive games, one could treat mobile devices as just another microcomputer, applying the representational strategies I’ve described above to the smaller form factor of the mobile phone. But such an approach doesn’t take into consideration the social or “mobile” aspects of such devices. …

But if we recall teh gap between the procedural representation in a videogame and the source system that the game models, we might fall upon another approach: using mobile devices’ properties of presence and location to amplify difference and incongruity rather than to remove them. This technique recalls the artistic technique of defamiliarization, which compels the viewer to see the ordinary in a new and unfamiliar way. —p32

Perspective 5. Simply Persuasive: Using Mobile Technology to Boost Physical Activity

by Eric Damen

How PAM (Personal Activity Monitor) motivates users:

One attractive feature of the PAM Score is that, unlike calories, it is weight independent. As a result, the PAM Score enables people with very different body types to compare their physical activity, and thus has the potential to be more motivating than counting calories.

Another motivational aspect of PAM is the online coaching site that is a part of the product offering. … At the site, users are directed to their own personal space where they not only can find their physical activity data but can communicate with friends, be part of a group, play games, and share pictures. The unique combination of a measuring device and a coaching website creates the motivation to generate behavioral change. —p41

Motivating and Facilitating Behavioral Change with Technology:

  • Biofeedback
  • Automatic data input
  • Goals
  • Rewards
  • Community
  • Games: Gaming engages people and increases personal performance. Gaming also creates identity and promotes social contribution. (see also Gamification)
  • Identity: … people want identity. Web portals that incorporate this element into their design strategies strike a fundamental chord of human values.

Perspective 6. Managing Chronic Disease through Mobile Persuasion

by Peter Boland

Managing chronic disease:

  • Data collection by the patient
  • Monitoring by the medical team
  • Feedback based on medical algorithms
  • Stage-specific health education
  • Repeated motivational messages

Key Learnings:

Two of the most effective means for influencing patient behavior are to directly involve individuals in making decisions about their care, and to give them continuing feedback and support. —p50

Under Development

Perspective 7. Augmented Reality: Using Mobile Visualization to Persuade

by Sean White

Persuasive Augmentation (식물도감 시스템 사례):

  • Changing perception of and attitudes toward the environment
  • Designing a new worldview

[!memo] 이거 좋은 생각. 실제로는 위험하지만 본능적으로 위험하게 느끼지 않는 상황/사물들에 대해 본능적 위험을 느낄 수 있는 표지(mark)를 붙여줄 수 있다면 매우 좋을 것. —AK, 2008-07-16

Perspective 8. Transforming the Mobile Phone into a Personal Performance Coach

by Alex Kass

Personal Performace Coach (PPC)를 이용하여 행동 교정하기:

  • The mobile device collects data about the user’s body and environment
  • The server analyzes these data streams and determines what coaching is needed
  • The device provides immediate feedback
  • The PC provides more detailed feedback

Joe의 가상 사례. Joe는 회의 시간에 자주 늦고, 혼자 떠들고, 딴 사람 말 막는 사람. 회의 시간이 예정보다 길어지게 만든다. PPC는 이런 Joe의 행동을 어떻게 교정할 수 있나:

  • 해드셋을 이용해서 언제 Joe가 말을 하는지 기록할 수 있다.
  • 모종의 장비가 있어서 Joe가 어떤 회의실에 들어갔는지 알아낼 수 있다.
  • Joe가 미리 입력한 일정과 기준(회의 중 25% 이하의 시간만 떠들겠다, 남 말을 끊기 전에 최소 2분간은 들어야 한다 등)에 의거하여 PPC가 Joe의 행동을 분석한다.

Perspective 9. Personal Health Assistant in the Palm of Your Hand

by Paul Hedtke

Perspective 10. Mobile Persuasion for Everyday Behavior Change

by Sunny Consolvo, Eric Paulos, Ian Smith

두 가지 애플리케이션 사례.

UbiFit Garden:

  • 운동을 열심히 하면 핸드폰 배경화면의 정원이 예뻐진다.
  • 정원은 매주 초기화됨. 단, 지난주에 목표를 달성했으면 작은 나비가 날아다닌다.
  • 배경화면에 있기 때문에 하루에도 수십번씩 보게 됨.

Environmental Awareness:

  • GSP, 일산화탄소 측정기 등이 내장된 장치
  • 측정된 정보가 핸드폰으로 전송되고 핸드폰은 이를 서버로 전송. 실시간으로 전 지역에 걸쳐 일산화탄소량이 측정되고 시민들로부터 환경에 대한 각성을 이끌어냄.

Sared design Strategies:

  • Persuading users to get started - 운동량에 따라 변하는 예쁜 배경화면, 오염지역 경고
  • Motivating continued use - 자기의 운동 트랜드를 볼 수 있다. 장소, 하루 중 시간 등에 따라 오염도가 바뀌는 것을 관찰할 수 있다. 오염도를 다른 지역 사람들, 친구들, 가족들과 비교할 수 있다.

Benefiting society as a whole - 개인 뿐 아니라 사회 전체가 좋아지는 방향이라면 사용자들이 더 잘 사용하게 될 것.

Design Insights

Perspective 11. Designing Engaging Mobile Experiences

by Jush Ulm

Perspective 12. The Four Pillars of a Successful Mobile Marketing Vision

by Eric Holmen

Perspective 13. Pervasive Persuasive Play: Rhetorical Game Design for the Ubicomp World

by Steffen Walz

Perspective 14. Mobile Persuasion and the Power of Meaning

by George LeBrun

Perspective 15. Mobile Persuasion Design Principles

by Mirjana Spasojevic, Rachel Hinman, Will Dzierson

Principles:

  • Focus on the unique characteristics of mobile
  • Think always with you, not just “on the go”
  • Build and reinforce common ground and identity
  • Enable access to what’s essential, not just browsing
  • Consider what emerging markets can teach us about the foundamentals of mobility

The Bigger Picture

Perspective 16. The Need for Simplicity

by Martin Cooper

Perspective 17. The Jetson Kids Reboot HealthCare

by Susan Ayers Walker, Michael Saarfatti

Perspective 18. Ethical Dangers of Mobile Persuasion

by Jerry Michalski

Perspective 19. Redefining Persuasion for a Mobile World

by Dean Eckles

Perspective 20. Your Perspective on Mobile Persuasion

Appendix

Increasing Persuasion Through Mobility

by B.J. Fogg

Principles of Mobile Persuasion:

  • Kairos: Mobile devices are ideally suited to leverage the principle of kairos - offering suggestions at opportune moments - to increase the potential to persuade.
  • Mobile Loyalty: Mobile applications that are perceived to serve the needs and wishes of the owner first, rather than those of an outside party, will have greater persuasive powers.
  • Mobile Marriage: Mobile applications designed to persuade should support an intensive, positive relationship between the user and the product.
  • Information Quality: Computing technology that delivers current and relevant information has greater potential to create attitude or behavior change.
  • Social Facilitation: People are more likely to perform a well-learned target behavior if they know they are being observed via computing technology, or if they can discern via technology that others are performing the behavior along with them.
  • Social Comparison: People will have greater motivation to perform a target behavior if they are given information, via computing technology, about how their performance compares with the performance of others, especially others who are similar to themselves.
  • Competition: Computing technology can motivate users to adopt a target attitude or behavior by leveraging human beings’ natural drive to cooperate.

2024 © ak