The idea
Self-determination theory draws attention to the quality of motivation rather than simply counting how many actions a customer completes. The three scenes connect plan choice with autonomy, understandable progress with competence and human connection with relatedness; those design examples do not establish that an interface feature alone creates intrinsic motivation. Review whether the product supports meaningful control and understanding throughout the journey, and look for places where incentives, confusing instructions or social pressure may undermine the experience even when short-term completion looks strong.
Use it thoughtfully
- Offer meaningful and understandable choices.
- Make progress and outcomes easy to see.
- Support belonging without pressure or exclusion.
An example
In an illustrative mobile app, customers choose an appropriate plan, receive clear top-up confirmation and manage a family connection feature voluntarily. Research checks whether they feel capable and in control, rather than treating a completed flow as evidence of motivation by itself.
A question to try
Does the experience help customers feel willing, capable and connected, or merely compliant?
A useful framework is a starting point, not a guarantee. Effects vary with the audience, product and situation. Use truthful evidence, respect customer choice, and test the result.