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Jason Hreha, Behavior designer, co-founder of Dopamine and UX Advisor of fortune 500 companies, presented on the topic of engagement behavior. He began his presentation by briefing audience members on the topic of psychology and web design and gave ample examples of authors and contributors of this area (i.e. Robert Cialdmi’s book of influence). BJ Fogg in particular was greatly emphasized throughout the session.

Hreha overviewed BJ Fogg’s Behavior Model by explaining the three points that the model consists of, these include: (1) ability, (2) motivation, and (3) trigger. The presenter explained that ability and motivation tend to be inherit within users, whereas trigger is not. Hreha gives an example of a human reward system by explaining how an incentive (i.e. piece of chocolate) can motivate a person to perform an activity (i.e. exercise routine).

Hreha then transcended to the topic of ability. He indicated that factors such as time, money, physical effects, mental effort, social deviance, and non-routine (experience) behaviors can affect a person’s neuroscience of addiction. Hreha emphasized that these factors tend to be a strong stimulant of behavior.

The presenter then dives into the topic of time and simplification. Hreha explained the differences between streamline and complex designs and whether or not they are give the user a good experience. He then states that in order for a user to be engaged, the site must be clean, simple and easy to navigate. Hreha questions whether sites are asking too much from users and gives examples of complex and easy sites. He states that Twitter is a simple site that is easy to use, whereas the U.S. Department of State passport site is complex due to its extensive questionnaire.

Hreha then overviews the necessary steps for an effective site. He explains that a product/service should provide users with a problem solving solution and a form of reward system (i.e. people liking your picture on Facebook) that will maintain them engaged. Hreah finalizes his presentation by urging websites to have adequate content that would provide a positive experience, while maintaining engagement.