Co-creating motivational goal models with key stakeholders online


11.00 – 12.30, 4 September 


Introducing motivational goal models as co-creation process giving key stakeholders a strong voice. A two-stage process is demonstrated leading to a visual goals model representation using software.


Utility of innovation should be measured by the value it creates to people’s lives.
The OECD suggests that 80% of the value of innovation is from adoption (Dublin, 2013) and as Michael Schrage (2008), MIT notes “Innovation is not innovators innovating but customers adopting.” (p.91). How users feel and what they think about a product will strongly influence the adoption of this product.
Hence the aim of this workshop is to create a shared and holistic understanding of emotional, functional and quality goals of key stakeholders for future technology. In technology development there are often implicit assumptions that need to be externalised. We will demonstrate the importance of exploring functional, emotional and quality goals with users in an online co-design activity. We will use software that facilitates the creation of a shared visual representation and explain how to revisit the model during design and evaluation phases of a project. Together these three categories of goals can give an overview of a complex technology system, its relations and also enable the highlighting of conflicts.


• Distinguishing do-be–feel goals of relevant stakeholder groups using an online brainstorming method
• Creating a motivational goal model using novel goal modelling software in an online setting
• Understanding how the motivational goal model can help to discuss design options with users and clients and guide design decisions in the development process
• Balancing different goal categories, deal with conflicting goals and prioritise goals for future technology
• Learning about the relevance of users’ emotions and perceived qualities in relation to functionality for designing (health) technologies
• Understanding the versatility of the tool and motivational modelling to the purpose of your project or organisation to formulate goals and motivations.



• Login to use the motivational modelling software for a trial period of several months with the option to print models
• Goal model sent via email to each participant
• Method sheet outlining the two stage and multi-step process


• Ability to run their own motivational modelling sessions in co-design processes with diverse key stakeholders efficiently
• Create goal tables (stage 1) and a one page goal model (stage 2) and understand the relationship to other co-design outcomes such as scenarios and values
• Ability to run co-design sessions on motivational modelling online
• Value the role and importance of shared goals and their representation for innovative technologies
• Understand the relationship of different goal categories and the importance for an easy and high-level visualisation


• Introduction: The importance of motivational goal modelling (10 minutes)
• Overview on the two stage process and notation of motivational goal modelling (5 minutes)
• Brainstorming of different goal categories for your project or organisation (emotional, functional, quality goals – do-be feel goal classification) (15 minutes)
• Using a custom software tool (Motivational Modelling editor) to drag and drop the goals into a hierarchy in discussion with your stakeholder group (25 minutes)
• Demonstration on how to use model as guide in a co-creative development process in conjunction with using scenario-based design, value-based design and branding (10 minutes)
• Prioritise and re-fine goals with your stakeholders via cognitive walk through of future user scenarios (15 minutes)
• Discussion and conclusion (10 minutes)


In our experience emotions are particularly relevant when working with vulnerable users and in the health and well-being domain. However the method is not restricted to this domain. Members of Living Labs from other domains will also profit from the method and be able to apply it to their domain. The application of the method online will help researchers, developers and designers running co-design workshops in the future to access people living in rural and remote areas or people being too vulnerable to travel.