This Motivation Continuum is a great way to visualize where your target customers/employees are in relation to an offering you are creating.
I was working on this for an upcoming workshop with a team yesterday and I am thinking of possibly creating something around it on Miro with an example to share with the community, so teams are able to add insights to present and align with their organizations.
For now, you can get inspired from the image and design and edit it as you see fit, depending on what your research tells you about the target actors you will be designing for.
In my experience, lots of teams build their offerings (I'm guilty of it in the past as well) - thinking that users are all the way to the right, but in reality most times they are more to the left and hence why teams don't see the uptake they hope for.
Most apps, employee engagement programs and even loyalty programs completely sit on the left side, and most teams don't intentionally (maybe some do) build them this way, but without applying behavioral insights, it is hard to know this.
With a motivation theory like this, you can understand where your actors really are and then apply the right designs to move them over to the right side.
This is done by designing for basic psychological needs:
-Autonomy: I make my own choices, I am in control -Competence: I am learning, progressing, improving, and getting better -Relatedness: Community and social aspects; being part of something bigger
The continuum is based on the Self Determination Theory of Motivation (Link to more on Self Determination Theory in the comments)
I also adapted the continuum with something a bit more simple using some of the work from Amy Bucher book Engaged.
Have you ever used this in your design?
#productinnovation #digitaltransformation #servicedesign #behavioralscience #behavioraldesign