Originally posted on my Twitter in Indonesian 👉🏻 Link to thread
Just finished a user research and concept test at JP for a project I'm currently working on. Then, I learned new things from my team after I shared insights from my research, it's “Intrinsic Motivation”.
I'll try to break down a little bit of the learning that I got 👇🏻
For the context, I'm the member of team called ads pillar. Which is quite unique. B2C and B2B at the same time. The users are not only readers, but also advertisers. Not only make customer facing product, but also make advertiser console as well. So I have to be able to balance between the two.
For someone who works on a product where the product is almost hated by many people but on the other hand it generates great revenue for the company. A bit tricky. That's why when I got new learning about Intrinsic Motivation, it really helped me to make a more "strategic" design solution.
So what is it? By definition, intrinsic and extrinsic motivation are distinguished by internal and external rewards. Intrinsic motivation occurs when we are "doing" without a clear external reward.
Dennis Coon, author of “Introduction to Psychology: Gateways to Mind and Behavior With Concept Maps” said “Intrinsic motivation occurs when we act without any obvious external rewards. We simply enjoy an activity or see it as an opportunity to explore, learn, and actualize our potentials.”
If you're reading this thread because you're curious or interested in what I've learned, or simply want to know more about this topic, then you're acting on Intrinsic Motivation.
But if you read textbooks, for example, because you are afraid of getting bad grade at school/campus. Then you act on Extrinsic Motivation.
Back to my project. Based on this thread. I'm making an item card for the ads. And I explore the possibility of placement. Also the list of information.
And at the first UT that I did, it's true that there are some placements that require more extrinsic motivation than others. And maybe, we don't need to put an entry point there because it interrupts the intrinsic motivation.
I've also read that “Researchers have discovered that offering external rewards or reinforcements for an already internally rewarding activity can actually make the activity less intrinsically rewarding. This phenomenon is known as the overjustification effect.”
Psychology: A Concise Introduction." Author Richard A. Griggs said: "With the addition of extrinsic reinforcement, the person may perceive the task as overjustified and then attempt to understand their true motivation (extrinsic versus intrinsic) for engaging in the activity."
One good example of Intrinsic Motivation in JP (at least in the product that I'm working on): people really enjoy receiving ads about Manga, data said for more than 90% of users who get carousel ads about Manga, they scroll till the end to read and finally convert to click. Everyone loves Manga in JP.
But what about other ads besides Manga? People hate it. People hate ads. But Manga is the Intrinsic Motivation of most JP people, JP people enjoy reading Manga.
Another interesting is that I put the ads component that I made in the News Feed and matched them with the channels they are currently opening, for example スポーツ Channel (sports) for the running category, and I'm trying to show ads about running shoes: people still hate it.
But when user with the same activity 5 times, then I offer ads about it on their 6th activity, so they convert! My assumption is, it's just because he just enjoys it this time? Intrinsic Motivation.
So my case above is, there are several sample users whose 5 times opened a channel about technology, then I tried to offer ads related to technology: Gadgets, laptops, etc.
Based on the research I did here, JP people do the math, especially about shopping: how many percent discount, how much is the shipping fee, how many points you get, can you use a gift card or not. Especially the point, it matters a lot to them.
However, when we offer things that are relevant to their Intrinsic Motivation: BOOM. They clicked and converted even though the information they usually asked for was not available. At least in the experiment I did.
In our daily work, for example, productivity can be increased by using extrinsic motivation such as bonuses. However, the intrinsic motivation factor can actually be more impactful, if you do something interesting, challenging or useful for you, it is likely that you will be more productive and creative.
My experiment on this project will be expanded to a larger scale. Let's see the results later, is it in line with the small-scale success earlier?
End of thread. Thank you for reading!