O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.

Nir Eyal - "The Automatic Customer: How to Design User Behavior"

In an age of increasing online distractions, companies need to form habits to stay relevant in users’ lives. Nir Eyal discusses the latest in Behavior Engineering to explain how businesses create indispensable products. Nir will walk through his innovative framework, which he calls the “Desire Engine” to explain the fundamental elements of habit formation.

  • Seja o primeiro a comentar

Nir Eyal - "The Automatic Customer: How to Design User Behavior"

  1. 1. Behavior Engineering Gamification Summit June 21, 2012 Nir Eyal NirAndFar.com @nireyal
  2. 2. “WTF? businesses” NirAndFar.com
  3. 3. Patterns NirAndFar.com
  4. 4. Vitamins or painkillers? NirAndFar.com
  5. 5. Selling painkillers - Obvious need - stop pain - Quantifiable market - Monetizable NirAndFar.com
  6. 6. Selling vitamins - Emotional need, not efficacy - “Makes me feel good knowing...” - Unknown market NirAndFar.com
  7. 7. Vitamins or painkillers? NirAndFar.com
  8. 8. Habit when not doingcauses pain. NirAndFar.com
  9. 9. Habit-forming technologyPleasure Painseeking alleviationVitamin Painkiller NirAndFar.com
  10. 10. "The Cigarette of this Century" - Ian Bogost NirAndFar.com
  11. 11. "We wanted flying cars, insteadwe got 140 characters." - Peter Thiel NirAndFar.com
  12. 12. How engineerautomaticity? NirAndFar.com
  13. 13. Desire engines create habits NirAndFar.com
  14. 14. The Desire EngineTrigger Action External InternalCommitment Var. Reward NirAndFar.com
  15. 15. Triggerexamples? NirAndFar.com
  16. 16. Trigger Examples External Internal Alarms Emotions Advertising RoutinesCalls-to-action Situations Emails Places Stores People NirAndFar.com
  17. 17. Negative emotions provide internal triggers Dissatisfied Boredom Indecisive Lonesome Lost Fear Tense Confusion Fatigued Powerlessness Inferior Discouraged
  18. 18. Action NirAndFar.com
  19. 19. whendoing < thinking = action
  20. 20. Fogg Behavior Model B = m.a.t.motivation triggers ability NirAndFar.com
  21. 21. Behaviors to Actions with Cross-Functional Teams= marketingmotivation triggers = interaction design ability = product NirAndFar.com
  22. 22. Variable Reward NirAndFar.com
  23. 23. We crave predictability• Variable rewards drive us nuts• Compulsion to make sense of cause and effect• Dopamine system drives the search NirAndFar.com
  24. 24. The search for rewards the Tribe the the Hunt Self NirAndFar.com
  25. 25. Search for Social Rewards - Acceptance the - SexTribe - Power NirAndFar.com
  26. 26. Search for Resources - Food the - Money Hunt - Information NirAndFar.com
  27. 27. Search for Sensation - Mastery the - Consistency Self - Competency - Purpose NirAndFar.com
  28. 28. Var Rewards Levers• Type• Frequency• Amplitude NirAndFar.com
  29. 29. Commitment NirAndFar.com
  30. 30. Commitment • Where user does a bit of “work.” • “Pays” with something of value: time, money, social capital, effort, data ... NirAndFar.com
  31. 31. Little commitments, big results Group 1: 83% refused Group 2: 76% acceptedFreedman & Fraser, 1966 NirAndFar.com
  32. 32. The logic of commitment • Should I ‘spend’ (time, money, effort ...) on this? • Only an idiot would ‘spend’ on something not good. • Since I spent on it before and I am not an idiot, it must be good. • Takeaway: Consistency is a cognitive hackProps to Jesse Schell NirAndFar.com
  33. 33. Commitments make the next action more likely. NirAndFar.com
  34. 34. Desire Engine CanvasTrigger ActionCommitment Var. Reward NirAndFar.com
  35. 35. How to use a Desire Engine1. Think of what the INTERNAL TRIGGER will be. What’s the existing habit you’re attaching to?2. Confirm the EXTERNAL TRIGGER touches the user near the existing habit. Ensure user understands “what it’s for?”3. Prompt the intended ACTION - Make sure it’s very simple and defined. Ex - We want user to scroll4. Add VARIABLE REWARDS - Mix the type (hunt, tribe, self), change frequency, and amplitude.5. Ask for the COMMITMENT - Does it increase the likelihood of next cycle? NirAndFar.com
  36. 36. Use this for good. NirAndFar.com
  37. 37. Examples if Time
  38. 38. Twitter (Consumer)T A Facebook, friend, email ... ScrollC VR Information Follow (Hunt) NirAndFar.com
  39. 39. Twitter (Creator)T A App icon, mention, message Re-Tweet or Boredom, curiosity, Tweet LonesomeC VR Connect with Social feedback others: (Tribe) @ reply, DM ... NirAndFar.com
  40. 40. Email T AIcon on phone Open unreadProcrastinate, anxiety, messagesthoughts of others.... C VR Tribe, hunt and Write back self NirAndFar.com
  41. 41. Farmville T A Facebook feed, email ... PlayBoredom, lonesome,loss aversion = anxiety C VR • Build farm • Points (hunt) • Invite others • Personalized • Pay $ virtual goods (self) NirAndFar.com
  42. 42. Spectator sports T AEverywhere WatchBoredom, anxiety ... C VR Identify self as fan Outcome (Self) Buy stuff Fandom - belonging (Tribe) Attend events Capturing the win (Hunt) NirAndFar.com
  43. 43. Shopping T AEverywhere BrowsePowerlessness,dissatisfaction, anxiety ... C VR Buy Hunting the object (Hunt) Brand self Shopping with friends (Tribe) Anchor price Capturing the deal (Self) NirAndFar.com
  44. 44. Please raise your phone in the air. NirAndFar.com
  45. 45. Leave Feedback, Win a Prize!OpinionTo.us (slides at end of survey) Nir@NirAndFar.com
  46. 46. Tribe, Hunt, or Self? NirAndFar.com
  47. 47. Tribe, Hunt, or Self? NirAndFar.com
  48. 48. Tribe, Hunt, or Self? NirAndFar.com
  49. 49. • Searching, searching and never done NirAndFar.com
  50. 50. The MDA Gaming Model Mechanics: The Rules and ActionsTrigger Action Aesthetics: Emotional Dynamics: Response Generated Response Based on User Input Commitment Var. Reward NirAndFar.com
  51. 51. Habit Testing Identify Find habitual users Modify CodifyAdapt user flow Understand based on commonalities learnings (Habit Path) NirAndFar.com
  52. 52. Products must adapt