In short
Self-determination theory is a theory of human motivation developed by psychologists Edward Deci and Richard Ryan. It states that people are most motivated when three needs are met: autonomy, competence and relatedness. It also explains the difference between intrinsic and extrinsic motivation.
Why it matters for apps
Self-determination theory explains why some rewards build lasting engagement and others fade. Features that support the three needs make users want to return, not just feel they should.
- Autonomy: Users want to feel in control. Offer choices in goals, paths and rewards instead of one forced route.
- Competence: Users want to feel they are getting better. Show progress, skill growth and achievable next steps.
- Relatedness: Users want to feel connected to others. Teams, communities and shared goals meet this need.
- Common mistake: Relying only on external rewards. If rewards feel controlling, they can weaken the intrinsic motivation you want to build.
Industry examples
Khan Academy shows mastery progress per skill, which supports competence, and lets learners choose what to practice, which supports autonomy.
A fitness app lets users pick their weekly goal, shows their progress and adds them to a team with friends (hypothetical).
Build it with StriveCloud
In StriveCloud, levels, XP and milestones support competence. Reward store choices, polls and multiple challenges to pick from support autonomy. Teams, communities and the social feed support relatedness.
Want to try this? See the Khan Academy playbook
Frequently asked questions
What are the three needs in self-determination theory?
Autonomy, competence and relatedness. People are most motivated when they feel in control, feel capable and feel connected to others.
Who created self-determination theory?
Psychologists Edward Deci and Richard Ryan developed self-determination theory, starting in the 1970s and 1980s.
How does self-determination theory apply to gamification?
It suggests gamification works best when it gives users choice, shows real skill progress and connects them with others, rather than only handing out external rewards.