Exploring personality-targeted UI design in online social participation systems

We present a theoretical foundation and empirical findings demonstrating the effectiveness of personality-targeted design. Much like a medical treatment applied to a person based on his specific genetic profile, we argue that theory-driven, personality-targeted UI design can be more effective than design applied to the entire population. The empirical exploration focused on two settings, two populations and two personality traits: Study 1 shows that users' extroversion level moderates the relationship between the UI cue of audience size and users' contribution. Study 2 demonstrates that the effectiveness of social anchors in encouraging online contributions depends on users' level of emotional stability. Taken together, the findings demonstrate the potential and robustness of the interactionist approach to UI design. The findings contribute to the HCI community, and in particular to designers of social systems, by providing guidelines to targeted design that can increase online participation. Copyright © 2013 ACM

PERSUASIVE MESSAGES: THE EFFECT OF PROFILING

In the present study, we investigate to which degree persuasion profiling can increase the effectiveness of adaptive persuasive systems. For this purpose, an experiment was conducted in which subjects were exposed to persuasive SMS messages under three experimental conditions. One group received messages that fit to their personality traits, a second group obtained messages that do not fit, and a third group was exposed to a random selection of messages. Comparing the degree to which the three experimental groups responded to the messages, we could show that well-fitting messages and randomly selected messages perform significantly better than non-fitting messages, whereas the difference between well-fitting and randomly selected messages was not significant

Physical strength as a determinant of persuasion

This master work project focuses on the different roles that physical strength might play in persuasion. While the research stream of embodied persuasion points to an influence of various bodily variables on persuasion, the present study is the first to examine the effects of physical strength on the formation of attitude. The Elaboration Likelihood Model of persuasion and the Persuasion Knowledge model served as theoretical foundation. The variables argument strength, salience of manipulative intent and sense of power were hypothesized to impact the influence of physical strength on attitudes and tested in an experimental design. The study obtained no significant results in relation to an influence of physical strength on persuasion. This might be due to the unsuccessful manipulation of the salience of manipulative intent in the presented persuasion message

Precision Medicine in Lifestyle Medicine: The Way of the Future?

Precision medicine has captured the imagination of the medical community with visions of therapies precisely targeted to the specific individual’s genetic, biological, social, and environmental profile. However, in practice it has become synonymous with genomic medicine. As such its successes have been limited, with poor predictive or clinical value for the majority of people. It adds little to lifestyle medicine, other than in establishing why a healthy lifestyle is effective in combatting chronic disease. The challenge of lifestyle medicine remains getting people to actually adopt, sustain, and naturalize a healthy lifestyle, and this will require an approach that treats the patient as a person with individual needs and providing them with suitable types of support. The future of lifestyle medicine is holistic and person-centered rather than technological

Explore the relations between personality and gamification

Indiana University-Purdue University Indianapolis (IUPUI)Successful gamification motivates users to engage in systems using game-like experiences. However, a one-size-fits-all approach to gamification is often unsuccessful; prior studies suggest that personality serves as a key differentiator in the effectiveness of the approach. To advance the understanding of personality differences and their influence on users’ behavior and motivation in gamification, this dissertation is comprised of three studies that: 1) explore the relationships among individuals’ personality traits and preferences for different gamification features through an online survey; 2) investigate how people with different personality traits respond to the motivational affordances in a gamified application over a period of time through a diary study; and 3) reveal how individuals respond differentially to different kinds of leaderboard experiences based on their leaderboard rankings, the application domain, and the individuals’ personality traits through their responses to 9 dynamic leaderboards. The results from the first study show that extraversion and emotional stability are the two primary personality traits that differentiate users’ preferences for gamification. Among the 10 types of motivational affordances, extraverts are more likely to be motivated by Points, Levels, and Leaderboards. However, the results from the second (diary) study indicate that, after the first week, extraverts’ preferences for Points decreased. The motivation effects of Points and Leaderboards changed over the course of using the gamified application. The results from the third study confirm the findings from the first two studies about extraversion and revealed that ranking and domain differences are also effective factors in users’ experiences of Leaderboards in gamification. Design guidelines for gamification are presented based on the results of each of the three studies. Based on a synthesis of the results from these three studies, this dissertation proposes a conceptual model for gamification design. The model describes not only the impact of personality traits, domain differences, and users’ experience over time, but also illustrates the importance of considering individual differences, application context, and the potential significance of user persistence in gamification design. This research contributes to the HCI and gamification communities by uncovering factors that will affect the way that people respond to gamification systems, considered holistically

행동의 내외부 동기부여 요소인 능력과 과제의 균형과 성장을 중심으로

학위논문(박사) -- 서울대학교대학원 : 미술대학 디자인학부 디자인전공, 2022.2. 정의철.Recently, studies are being conducted on the application of behavioral intervention strategies in public policies for solving environmental, health, economic, and educational issues. In the design field, user experience (UX) designers actively apply these intervention strategies studied in other fields such as behavioral economics (i.e., the nudge), persuasive technology, and gamification to persuade users indirectly to engage with a product or service. This study started by examining the Zero U (0U) Cup service design project and applications of behavioral intervention strategies that changed only the user's external environment, such as the "default option." These are limited in effect if presented without an internal transformation of the user’s perception for behavioral change. Therefore, the complementary relationship between intrinsic and external behavioral factors is found to be key to designing behavioral intervention strategies to promote continuous behavioral change in users. The purpose of the study is to develop a systematically integrated, step-by-step matrix that can be referenced when designing behavior intervention strategies throughout the entire design process. This matrix is based on the complementary relationship between the intrinsic and external behavioral factors. It includes detailed behavioral intervention strategies that can be applied based on the design purpose and principles on each behavioral level. This study uses literature review and case studies. In the first chapter, the research problem was defined, and its direction was set. In the second chapter, previous studies were reviewed and analyzed to define structural elements of the matrix based on Skinner’s antecedent-behavior-consequence (ABC) model and Neisser’s perceptual cycle model (PCM). Based on Csikszentmihalyi’s flow theory, systematized matrix structure states that balance and growth between intrinsic (skill) and external (challenge) behavioral factors result from engaging challenges at a level appropriate to one's ability. To propose engaging behavioral intervention design principles, studies on motivational intervention strategies were reviewed. In the third chapter, each stage of action showed different a design purpose based on the user's psychological functional state based on the Dreyfus skill acquisition model and detailed behavioral intervention strategies proposed in previous studies. In the fourth chapter, the matrix was applied to cases, evaluating them according to seven levels of engagement of behavioral intervention strategies for continuous behavioral practices. The following three cases were selected for the study: “Adidas Runtastic” for personal goals of users, “Danggeun Market” for personal goals of users within the community, and “Bottle Factory” for creating a zero-waste lifestyle community through personal goals of users. The case service features were analyzed to discover their practicability by actual users. Our findings indicate that first, the matrix clearly visualized service features designs based on the behavioral intervention strategies of each level. Second, the matrix functioned as a roadmap for designers based on the balance and growth between skill and challenge, which are conditions of designing continuously engaging behavior. The comparison matrix provided guidance for designers for future design improvements. Third, the service features of each case were analyzed to discover the extent to which the designed behavioral intervention strategies fit the user's motivation. Fourth, it was discovered that the matrix lacked objective criteria, to choose and define features of case studies. It will be necessary to provide these when analyzing cases using the matrix so designers can easily access the tool. Finally, some of the detailed behavioral intervention strategies proposed by the matrix were too abstract (i.e., “provide feedback and increase participation” or “facilitation”) to directly apply to design projects. To compensate for this limitation, more practical strategies, for example, a “design reward system and leaderboard for accomplishment” were included in the matrix. However, it was discovered that a mixture of conceptual and practical strategies without providing hierarchy confuses designers, highlighting a direction for further research.최근 환경과 보건, 경제, 교육 등의 다양한 분야의 문제 해결에 사용자의 자발적인 참여를 유도하는 행동개입전략(behavioral intervention) 적용 방법에 대한 연구와 실험이 활발히 진행되고 있다. 디자인 분야는 2000년대부터 넛지 전략과 설득적 기술 및 디자인(Persuasive Technology & Design), 게이미피케이션 등의 타 분야에서 연구해 온 행동개입전략을 서비스 디자인이나 모바일 애플리케이션의 사용자 경험 디자인(User Experience: 이하 UX 디자인)에 활발하게 적용하기 시작하였다. 본 연구는 ‘디폴트 옵션(default option)’ 조건에 변화를 준 서비스 디자인 프로젝트 제로 유 공유컵(0U Cup)을 통해 사용자의 인식 변화를 수반하지 않는 외부 조건만의 행동개입전략 디자인의 한계점에서 출발하였다. 이 프로젝트를 통해 사용자의 지속적인 행동 실천을 위해서 행동의 내재적 요인과 외부 요소의 상호보완적 관계를 토대로 한 행동개입전략 디자인이 필요하다는 것을 인식할 수 있었다. 연구의 목적은 UX 디자인 과정에서 행동개입전략 설계 시 참고할 수 있는 체계적으로 통합된 행동개입전략 디자인 매트릭스를 개발하는 것이다. 이 매트릭스는 내외부 동기부여 요소의 상호관계성을 기반으로 행동 몰입의 단계별 디자인 목적과 디자인 원칙을 제안해 준다. 연구의 방법으로 선행 연구 고찰과 사례 분석을 채택하였다. 1장에서 선행 연구를 고찰하여 연구 문제를 정의하고 방향을 설정하였다. 2장에서 행동 구성 요소의 관계를 통해 행동 변화의 과정을 보여주는 Skinner의 ABC 모형과 Neisser의 PCM 행동 모형을 토대로 지속적 행동 실천을 위한 행동개입전략 디자인 매트릭스의 구성 요소를 정의하였다. 그리고 사용자 능력과 외부 과제의 균형적 관계를 토대로 한 Csikszentmihalyi의 몰입 이론을 통해 사용자 동기에 영향을 미치는 행동 내외부 요소의 균형과 성장을 보여주는 단계형 몰입 행동개입전략 디자인 매트릭스의 구조를 체계화하였다. 몰입 행동개입전략 디자인 원칙을 제안하기 위하여 선행 행동 디자인 연구를 동기부여형 행동개입전략 중심으로 고찰하였다. 3장에서 디자인 목적과 드레이퍼스의 성장 모형의 심리적 기능 상태별로 정의한 디자인 원칙 및 선행 연구에서 추출한 세부 행동개입전략을 매트릭스에 배치하여 완성하였다. 4장에서 세 가지 사례를 매트릭스에 적용하여 사용자가 지속해서 몰입할 수 있도록 도와주는 세부 기능을 행동개입전략의 단계로 나누어 분석하였다. 개인적 목표를 실천하기 위한 ‘아이다스 런타스틱’과 공동체 내에서 개인적 목표를 실천하는 ‘당근마켓’, 개인적 목표 실천을 통해 공동체 문화를 변화시켜나가는 ‘보틀팩토리’가 사례 분석을 위하여 선정된 사례들이다. 이를 통해 디자이너가 의도한 기능이 실제 사용자에 의해 지속해서 실행되지 않는 원인을 파악하였다. 연구의 결과, 첫째, 매트릭스는 사용자 동기를 강화하는 몰입 행동개입전략 관점으로 사례를 분석할 수 있는 틀을 제공하였다. 둘째, 매트릭스는 행동의 몰입 조건인 능력과 과제의 균형과 성장 관계를 토대로 지속적 행동개입전략 디자인을 위한 로드맵을 제공하였다. 사례의 행동 단계에 적용된 각각의 몰입 행동개입전략들을 한눈에 파악할 수 있어 행동개입전략의 디자인 의도를 전체적으로 조망할 수 있고, 사용자 동기 강화를 위하여 추후 몰입 행동개입전략을 보완해야 하는 부분을 쉽게 파악할 수 있어 디자인 원칙의 수정이 매트릭스를 통해 용이해 진다는 점을 발견하였다. 셋째, 사례의 다양한 기능 중에서 실제 사용자가 주로 사용하는 기능을 매트릭스로 분석함으로써 제품이나 플랫폼에서 디자인한 행동개입전략이 사용자의 동기와 어느 정도 부합하였는지 확인할 수 있었다. 넷째, 사례 분석을 위해 추출한 세부 기능의 정의 기준이 제공되지 않았던 점을 한계점으로 발견하였다. 세부 기능을 정의하는 범위와 관점이 명확히 제공되지 않을 경우 동일한 사례라 하더라도 전혀 다른 분석 결과가 도출될 수 있기 때문에 객관적인 기준이 사전에 제공될 필요가 있다. 세부 기능을 정의하는 기준을 사전에 제공한다면, 매트릭스의 초기 접근 용이성을 높여줄 수 있을 것이기 때문이다. 따라서 이 점은 매트릭스를 실무에서 적용 가능한 도구로서 발전시키기 위하여 반드시 개선되어야 할 것이다. 다섯째, 사례 분석을 통해 매트릭스가 제안한 행동개입전략 일부는 그 내용이 추상적이어서 실제 디자인 과정에서 이를 직접 적용하기 어렵다는 것을 파악하였다. 그 예로 ‘피드백 주고 참여도 높이기’나 ‘퍼실리테이션 전략’을 들 수 있다. 이 점을 보완하기 위하여, ‘보상 체계 및 리더보드를 활용한 자아의 설정과 발전 전략’처럼 구체적인 실천 방안이 포함된 행동개입전략도 매트릭스에 포함하였다. 그러나 매트릭스에서 이들 행동개입전략은 추상적인 전략과 구체적인 전략으로 상하위 계층 구조(hierarchical structure)가 구분되지 않고 있어, 실제 프로젝트 전략 설계에 바로 적용하기는 어려울 수 있다는 점을 발견하였다. 이는 향후 연구를 통해 더 심도 있게 전개할 수 있을 것이다.제 1 장 서 론 1 제 1 절 연구의 배경 1 1.1.1 ‘디폴트 옵션’ 변화시킨 제로 유 공유컵(0U CUP) 프로젝트 2 1.1.2 연구 문제 정의 8 1.1.3 연구 방향 설정 10 제 2 절 연구의 목적 및 방법 12 제 2 장 선행 연구 고찰을 통한 매트릭스 구성 요소 정의 16 제 1 절 행동 내외부 요소의 상호관계성 정의 17 2.1.1 행동의 인과관계 모형 17 제 2 절 지속적 행동 변화를 위한 몰입의 조건 29 2.2.1 몰입의 조건 32 2.2.2 균형과 긍정적 피드백을 통한 단계적 성장 36 제 3 절 디자인 연구의 행동개입전략 분류체계 및 세부 전략 고찰 37 2.3.1 행동 변화를 위한 디자인의 행동개입전략 37 2.3.2 설득적 디자인의 행동개입전략 76 2.3.3 게이미피케이션의 행동개입전략 78 제 4 절 소 결 89 제 3 장 단계형 몰입 행동개입전략 디자인 매트릭스 개발 91 제 1 절 매트릭스의 구조화 91 3.1.1 Csikszentmihalyi의 몰입 구간의 경험 91 3.1.2 Dreyfus의 성장 모형 95 3.1.3 몰입과 도전, 통제의 일곱 단계 97 3.1.4 행동 단계별 심리적 기능 상태 100 제 2 절 단계형 행동개입전략 디자인 매트릭스 개발 102 3.2.1 단계별 디자인 목적 정의 102 3.2.2 여덟 가지 디자인 원칙 104 3.2.3 사용자의 내외부 동기와 행동개입전략 105 제 3 절 디자인 원칙과 세부 행동개입전략 114 3.3.1 매트릭스 몰입적 행동의 일곱 단계 114 3.3.2 행동개입전략의 세 가지 기준별 비교 분석 127 제 4 절 소 결 134 제 4 장 사례 분석 136 제 1 절 개인적 목표 실천 사례 ‘아디다스 런타스틱’ 137 4.1.1 세부 기능 분석 138 4.1.2 ‘런타스틱’ 사례 분석 지도 155 4.1.3 ‘런타스틱’ 디자이너의 의도와 실사용 기능 비교 157 제 2 절 공동체 내 개인적 목표 실천 사례 ‘당근마켓’ 163 4.2.1 세부 기능 분석 163 4.2.2 ‘당근마켓’ 사례 분석 지도 177 4.2.3 ‘당근마켓’ 디자이너의 의도와 실사용 기능 비교 178 제 3 절 개인을 통한 공동체 목표 실천 사례 ‘보틀팩토리’ 184 4.3.1 세부 기능 분석 185 4.3.2 ‘보틀팩토리’ 사례 분석 지도 206 4.3.3 ‘보틀팩토리’ 디자이너의 의도와 실사용 기능 비교 206 제 4 절 소 결 214 제 5 장 결론 및 제언 217 제 1 절 행동 단계별 몰입 행동개입전략 디자인 로드맵 217 제 2 절 향후 연구를 위한 제언 219 참고 문헌 221 Abstract 236박

DESIGN FOR BEHAVIOUR CHANGE: A MODEL-DRIVEN APPROACH FOR TAILORING PERSUASIVE TECHNOLOGIES

People generally want to engage in a healthy lifestyle, to live in harmony with the environment, to contribute to social causes, and to avoid behaviours that are harmful for themselves and others. However, people often find it difficult to motivate themselves to engage in these beneficial behaviours. Even adopting a healthy lifestyle, such as healthy eating, physical activity, or smoking cessation, is hard despite being aware of the benefits. The increasing adoption and integration of technologies into our daily lives present unique opportunities to assist individuals to adopt healthy behaviours using technology. As a result, research on how to use technology to motivate health behaviour change has attracted the attention of both researchers and health practitioners. Technology designed for the purpose of bringing about desirable behaviour and attitude changes is referred to as Persuasive Technology (PT). Over the past decade, several PTs have been developed to motivate healthy behaviour, including helping people with addictive behaviour such as substance abuse, assisting individuals to achieve personal wellness, helping people manage diseases, and engaging people in preventive behaviours. Most of these PTs take a one-size-fits-all design approach. However, people differ in their motivation and beliefs about health and what constitutes a healthy life. A technology that motivates one type of person to change her behaviour may actually deter behaviour change for another type of person. As a result, existing PTs that are based on the one-size-fits-all approach may not be effective for promoting healthy behaviour change for most people. Because of the motivational pull that games offer, many PTs deliver their intervention in the form of games. This type of game-based PTs are referred to as persuasive games. Considering the increasing interest in delivering PT as a game, this dissertation uses persuasive games as a case study to illustrate the danger of applying the one-size-fits-all approach, the value and importance of tailoring PT, and to propose an approach for tailoring PTs to increase their efficacy. To address the problem that most existing PTs employ the one-size-fits-all design approach, I developed the Model-driven Persuasive Technology (MPT) design approach for tailoring PTs to various user types. The MPT is based on studying and modelling user’s behaviour with respect to their motivations. I developed the MPT approach in two preliminary studies (N = 221, N = 554) that model the determinants of healthy eating for people from different cultures, of different ages, and of both genders. I then applied the MPT approach in two large-scale studies to develop models for tailoring persuasive games to various gamer types. In the first study (N = 642), I examine eating behaviours and associated determinants, using the Health Belief Model. Using data from the study, I modelled the determinants of healthy eating behaviour for various gamer types. In the second study (N = 1108), I examined the persuasiveness of PT design strategies and developed models for tailoring the strategies to various gamer types. Behavioural determinants and PT design strategies are the two fundamental building blocks that drive PT interventions. The models revealed that some strategies were more effective for particular gamer types, thus, providing guidelines for tailoring persuasive games to various gamer types. To show the feasibility of the MPT design approach, I applied the model to design and develop two versions of a Model-driven Persuasive Game (MPG) targeting two distinct gamer types. To demonstrate the importance of tailoring persuasive games using the MPG approach, I conducted a large-scale evaluation (N = 802) of the two versions of the game and compared the efficacy of the tailored, contra-tailored, and the one-size-fits-all persuasive games condition with respect to their ability to promote positive changes in attitude, self-efficacy, and intention. To also demonstrate that the tailored MPG games inspire better play experience than the one-size-fits-all and the contra-tailored persuasive games, I measure the gamers’ perceived enjoyment and competence under the different game conditions. The results of the evaluation showed that while PTs can be effective for promoting healthy behaviour in terms of attitude, self-efficacy, and intention, the effectiveness of persuasion depends on using the right choice of persuasive strategy for each gamer type. The results showed that one size does not fit all and answered my overarching research question of whether there is a value in tailoring PT to an individual or group. The answer is that persuasive health interventions are more effective if they are tailored to the user types under consideration and that not tailoring PTs could be detrimental to behaviour change