YMCA Awards' Hooked on Technology event held on the 24th of September 2015.

1. HABIT-FORMING HOOK PRINCIPLES
CRAIG POTTER
HEAD OF COMMERCIAL
YMCA AWARDS

2. AGENDA
#hookedonlt
• The future
• Where are we now?
• Did you know…..
• The Habit zone
• The Hook Model
• What next?
• Summary

3. THE FUTURE
https://youtu.be/BYMd-7Ng9Y8

4. Where are we now?
• The technology is available
• Appetite from training providers
• Cost savings to be gained
• Learner engagement can be improved
• Learners still crave paper
• Old habits die hard
• Learners not engaged or hooked

5. Did you know……
• 79% of smartphone owners check their device within
15 minutes of waking up
• One third of Americans say they would rather give up
sex than lose their cell phones
• People check their phones an astounding 150 times a
day

6. The Habit Zone (1)
• Habits are automatic behaviours triggers
by situational cues.
• They are done with little or no conscious
thought.
• Habits guide nearly half of our daily
actions
• Habits form when the brain takes a
shortcut and stops actively deliberating
over what to do next.

7. The Habit Zone (2)
• Customers form routines around a product.
• They come to depend on it and are therefore less sensitive to price.
Candy Crush
• By Dec 13 500 million people
downloaded the game
• Freemium model converts users
into paying customers
• This netted the game makers
nearly $1million per day
• At month 42, a remarkable 26% of customers were paying
for something they had previously used for free

8. The Habit Zone (3)
• Many innovations fail because consumers irrationally overvalue the old
while companies irrationally overvalue the new.
• Old habits die hard
• Need to offer dramatic improvements to shake users out of old routines

9. The Habit Zone (4)
A behaviour that occurs
with enough frequency
and perceived utility
enters the habit zone,
helping to make it a
default behaviour.

10. The Habit Zone (5)
V

11. The Hook Model

12. Trigger (1)
External Internal
• Alarm • Emotions
• E-mails o Boredom
• Tutors o FOMO
• Employers • Routines
What to do next
is in the trigger
What to do next
is in the learners
mind

13. Trigger (2)
4 types of external trigger:
• Paid
• Earned
• Relationship
• Owned

14. Action (1)

15. Action (2)
Dr B.J Fogg argues there are 3 core motivators that drive our desire to act.
All humans are motivated to:
• Seek pleasure and avoid pain
• Seek hope and avoid fear
• Seek social acceptance and avoid rejection
Fogg 6 elements of simplicity:
• Time
• Money
• Physical effort
• Brain cycles
• Social deviance
• Non-routine

16. Action (3)

17. Variable reward (1)
3 types of variable reward:
• Tribe
• Hunt
• Self

18. Investment

19. What next?
Ask yourself these 5 fundamental questions for building effective hooks:
1. What do learners really want? What pain is your product relieving?
(internal trigger)
2. What brings learners to your service? (external trigger)
3. What is the simplest action learners take in anticipation of reward, and
how can you simplify your product to make this action easier? (Action)
4. Are learners fulfilled by the reward yet left wanting more? (Variable
reward)
5. What “bit of work” do learners invest in your product? Does it load the
next trigger and store value to improve the product with use?
(Investment)

20. Summary & final thought
“The Amercians have need of the telephone, but we do not. We have
plenty of messenger boys”
Sir William Henry Preece, Chief Engineer of the British Post Office
In 1911 Ferdinand Foch, the future commander in chief of the Allied
forces in World War I, said “Airplanes are interesting toys but of no
military value”
Final thought
“Let’s live in the future and hook our learners”

21. Thank you
Craig.potter@ymca.co.uk
Twitter: @CraigPotter_1
#HookedonLT
#ymcaawards
Any questions?