Fogg’s Behavior Model for Well Tap

In ITP, Persuasion Design

For our first Persuasion Design class, the assignment was to look back to a past project and chart it according to Fogg’s Behavior Model. I chose to analyze Well Tap,  my project to help quantify peoples’ water footprints. Well tap is the type of product where motivation is very high within a niche but rather low for the rest of the population. While we used the Fogg model to look at the likelihood of people buying/trying an new product or service in class, I think it’s more important to look at engagement levels within existing users for products in the quantified-self space. Therefore, I decided to look at the likelihood of people continuing to engage with the Well Tap dashboard to monitor their water consumption levels on an ongoing basis.

 

The blue dot/line on the chart represents the current iteration of Well Tap. The “Ability” metric ranks fairly high as it’s a passive sensor, which once installed, tracks your water use without affecting how you access water. The “Motivation” metric is low based on a trend I’ve noticed in the quantified-self space where engagement drops off significantly a couple months after on-boarding. I believe that’s because of poorly timed triggers but timing and context for triggers are not a part of the Fogg Model. Therefore, the best way to ensure greater success for the Well Tap dashboard trigger, I need to look at improving the “Motivation” metric through some updates to the platform. The orange line reflects the improved motivation as a result of the changes I will be explaining shortly.

 

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Potential Improvements for Well Tap Dashboard Motivation

My first thought is to add an extra incentive that affects the most power driver of all—money. People that are sustainably conscious will be inclined to make an effort to not waste water, but the motivation to curb water usage only increases if you add a monetary lever, or “punishment” in this case. A concept that I had discussed with a classmate last year was to have every customer donate a certain amount (like 10 cents) for every gallon they used to a water focused charity. This is not only is a positive for helping reduce overall water usage but also increases the customer’s motivation to check how much money they are donating every month the charity. There’s also a great opportunity to provide users with triggers on how much has been donated every week/month and prompt them check out their progress/trends. Currently, the customer sees how much water they’re using and this change is suggesting that once that figure has been established, the screen would then display what that equates to in terms of their donation.

 

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Another means to increase motivation is to focus on “Reward of the tribe” as outlined in the Hooked reading. The next three examples touch on that concept, in addition to variable rewards. Firstly, one thing I’ve wanted to do with this project is add in more relevant benchmarks of water consumption for the user. Currently I show them the national average of how much is consumed on a week/month basis. That information is a little lost on people given the large variance in geographies, communities and people. Therefore, I’d like the benchmarks way more specific to show what the average consumption is in the various communities they are a part of (i.e. their building, ITP, neighborhood, city ect). The image below shows the current version of the interface and you could imagine how one could incorporate these various benchmarks in the place of the national average.

 

 

Next, I thought it would be important to add some transparency within the Well Tap community. One approach could be to have been be able to connect with their friends on Well Tap using FB connect. This would allow users to compare themselves to their friends and engage with them, which could act as a strong motivator.

 

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And lastly, I though it could be interesting to create leader boards within users’ various communities as people take a lot of pride in their efforts to be sustainable.

 

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