Influencing user behavior

21 Oct 2009 - 8:54am
5 years ago
10 replies
1088 reads
Shaun Bergmann
2007

Just saw this on the news this morning and couldn't help but think of the
"conversations" that were held this year regarding whether or not behavior
is our medium.

These are stairs installed at the Odenplan station in Stockholm. The video
is interesting, as it starts with showing the traffic path of the people
before and after the installation.

It's from VW, under something they're marketing under "The Fun Theory".

http://latimesblogs.latimes.com/uptospeed/2009/10/piano-stairs-vw-volkswagen-fun-theory-sweden.html

Albeit short, It's a good example of an interactive experience creating
positive alterations in behavior and I thought some of you would find it
interesting.

Comments

21 Oct 2009 - 3:15pm
Paul Adam
2009

I love it!

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21 Oct 2009 - 11:03am
Ben Sykes
2009

Shaun:

You might find the below references interesting. It talks a lot
about the so called "fun theory" and the definition of what "fun"
is, and the last link talks about how the challenge/reward gives us a
dopamine kick similarly one would give a dog or monkey.

Mihaly Csikszentmihalyi - Optimal Flow
http://bit.ly/Gabf

Flow in Games
http://bit.ly/2hd7wM

The Fun Theory
(pdf) http://www.theoryoffun.com/theoryoffun.pdf

"Fun is the process of discovering areas in a possibility space."

Neuroscientists Discover a Sense of Adventure
http://bit.ly/10KK0

"Scientists have identified a key region of the brain which
encourages us to be adventurous. The region, located in a primitive
area of the brain, is activated when we choose unfamiliar options,
suggesting an evolutionary advantage for sampling the unknown. It may
also explain why re-branding of familiar products encourages to pick
them off the supermarket shelves."

Ben Sykes

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21 Oct 2009 - 1:33pm
Martin Stjernegaard
2009

Hey Shaun

The campaignsite: http://thefuntheory.com/

They have a couple of other videos in there which are also quite
cool.

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21 Oct 2009 - 7:29pm
Anonymous

its instant gratification, 2 thumbs up, fantastic,

has anyone seen smiley faces after a long flight of stairs?

interactivity designed for human social well-being

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21 Oct 2009 - 7:31pm
Anonymous

has anyone seen smiley faces after a long flight of stairs?

fantastic, 2 thumbs up,

designed for human social well-being

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21 Oct 2009 - 10:30pm
Dave Malouf
2005

My fave example of something like this are the Dutch urinals w/ the
fly in the exact right spot for reducing splashing. Just awesome!
-- dave

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22 Oct 2009 - 10:38am
Cris
2009

I love it - had a smile on my face just watching - but I can't help
wondering what happens after the novelty factor wears off. How do
you sustain fun (or at least the behavior)? Of course there is value
in the ability to put a smile on a commuter's face, but the value of
taking the stairs as exercise is only in repeated use.

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22 Oct 2009 - 11:06am
Shaun Bergmann
2007

I suppose by simply changing the soundbank in use. Much like google's logo
will change according to the 'special day', whether it's St. Patrick's day,
Halloween, Christmas etc. (It's a small surprise that I still get a kick
out of.)
Mid December, it could be a harpsichord; Halloween, a church organ; April
1st, Cows mooing etc etc.
Of course, they'd have to try to keep it non-denominational, but it would be
easy to implement a change to the system so people would learn to keep
trying it.

On Thu, Oct 22, 2009 at 2:38 AM, Cris <ccbarnum at gmail.com> wrote:

> I love it - had a smile on my face just watching - but I can't help
> wondering what happens after the novelty factor wears off. How do
> you sustain fun (or at least the behavior)? Of course there is value
> in the ability to put a smile on a commuter's face, but the value of
> taking the stairs as exercise is only in repeated use.
>
>
> . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
> Posted from the new ixda.org
> http://www.ixda.org/discuss?post=46930
>
>
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22 Oct 2009 - 3:30pm
ian swinson
2005

I was really impressed by two presentations on slideshare.net the
other day:

Stephen P. Anderson's "The Art & Science of Seductive
Interactions"
http://www.slideshare.net/stephenpa/seductive-interactions-idea-09-version

and

Joshua Porter's "Designing with Psychology in Mind"
http://www.slideshare.net/bokardo/designing-with-psychology-in-mind

Hope they help...
Ian

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23 Oct 2009 - 5:17am
Harry Brignull
2004

When I see these "fun theory" videos ( http://thefuntheory.com/ ) I can't
help thinking it's little more than a massive novelty effect.
I don't think they're really interested in changing people's behaviour for
the better (as the site claims). I think they're interested in creating a
successful viral campaign. Hats off to DDB - it's very nice indeed. But its
not quite what it claims to be. Moving beyond novelty - that's where the
hard work is.

Harry

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