Abstract
Agile Project Management (APM) tools have proven highly effective in software development; however, their application within creative industries remains problematic due to insufficient attention to human motivation. This study investigates the tension between metrics-driven project management paradigms and the psychological requirements of creative performance through the lens of Self-Determination Theory (SDT). Using a mixed-methods approach, data were collected from 14 creative professionals working across design, media, and software development disciplines. Results reveal a substantial disconnect between tool functionality and creative needs: while 64% of participants reported a reasonable alignment between their tools and creative processes, only 7% perceived a strong overall fit. The SDT-based motivational profile indicates robust support for competence (95%), but significantly weaker support for autonomy (70%) and relatedness (72%). Furthermore, perceived support for flow varied notably across tools, with rigid, notification-heavy platforms reported as disruptive to deep creative focus. The findings demonstrate that current APM tools prioritise performance measurement over intrinsic motivation. While gamification offers potential as a motivational intervention, superficial point-based implementations risk undermining autonomy and reinforcing exploitative productivity models. This study argues for a motivation-first reorientation of agile tools that integrates ethical, autonomy-supportive, and flow-enhancing design principles. The paper concludes by proposing a theoretical framework for designing motivational