Achieve Product Goals Through Human Motivation
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The document discusses how to achieve product goals through understanding human motivations. It recommends defining business, product, and user goals as well as a product strategy. It then discusses guiding user behavior by linking actions to rewards, understanding user motivations through models like Maslow's hierarchy of needs, using game mechanics to encourage actions, considering the context constraints, and using triggers like notifications to spark motivation or improve the context for an action. The overall approach presented is to design products that motivate user behavior through psychological principles.
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Achieve Product Goals Through Human Motivation
- 1. Achieve Product Goals Through Human Motivations Jeff Eddings jeddings@jeddings.com
- 2. If you steal from one author, it’s plagiarism; if you steal from many, it’s research. Wilson Mizner
- 3. Credits Cass Sunstein & Richard Thaler – Choice Architecture www.sas.upenn.edu/~baron/475/choice.architecture.pdf Abraham Maslow – Hierarchy of Needs en.wikipedia.org/wiki/Maslow%27s_hierarchy_of_needs B. J. Fogg – Behavior Model www.behaviormodel.org/
- 4. Credits Yu-Kai Chuo – Octalysis Framework yukaichou.com Ernest Adams & Joris Dormans – Game Mechanics en.wikipedia.org/wiki/Game_mechanics Steven Reiss – Profile of Human Needs www.idspublishing.com/page11/
- 5. Achieve Product Goals Through Human Motivations Jeff Eddings jeddings@jeddings.com
- 6. Define Goals and Strategy Guide Your Users’ Behavior ‣ User Action → Reward ‣ User Motivations ‣ Mechanics → Action ‣ Context and Triggering
- 7. DEFINE GOALS AND STRATEGY “Setting goals is the first step in turning the invisible into the visible.” Tony Robbins
- 8. Business Goals Product Goals User Goals Product Strategy Generation Measurement
- 10. (Verb + Object) + Modifier Goals are not actions Modifiers are your competitive advantage User Goals
- 11. I want to... Get to my office fast and hassle-free Cure my boredom in a fun way and with friends Converse with colleagues across the organization User Goals
- 12. Actions Pandora Listen to music Instagram Like a post Google Maps Navigate to destination Fortnite Purchase skin Yammer Read a reply Yahoo Sports Open the news stream Product Goals
- 13. Business GoalsProduct GoalsProduct Strategy
- 14. GUIDE YOUR USERS’ BEHAVIOR “A nudge is any aspect of the choice architecture that alters people’s behavior in a predictable way without forbidding any options or significantly changing their economic incentives.” Richard Thaler
- 15. (Old) Product Usage Cycle Cross Fingers Action
- 17. Product Behavior Cycle Reward Motivation Action Context Adapted from Fogg Behavior Design Mechanics
- 19. Actions Pandora Listen to music Instagram Like a post Google Maps Navigate to destination Fortnite Purchase skin Yammer Read a reply Yahoo Sports Open the news stream
- 21. Reward = Positive Reinforcement
- 22. Reward = Positive Reinforcement
- 23. Rewards Listen to music “I love this music!” Like a post “She knows I like it!” Navigate to destination “Only 10 minutes home!” Purchase skin “Now I look like Ninja!” Read a reply “A reply to my post!” Open the news feed “The Warriors won!”
- 25. What is motivation? The term motivation refers to factors that activate, direct, and sustain goal-directed behavior. Motives are the 'whys' of behavior — the needs or wants that drive behavior and explain what we do. Jeffrey S. Nevid, 2013
- 26. Maslow’s Hierarchy of Needs Physiological Safety Love & Belonging Esteem Self-Actualization
- 27. Physiological and Safety Self-Esteem Self-Actualization Love and Belonging Human Motivations Maslow’s (Flattened) Hierarchy of Needs
- 28. Physiological and Safety “I need to live” Sustenance Shelter Health Sleep Procreation Safety Order and Predictability Scarcity
- 29. Love and Belonging “I need others” Family Friendship Acceptance Intimacy Social Contact Social Status Social Influence
- 30. Self-Esteem “I need to feel good about myself” Confidence Usefulness Accomplishment Ownership Collecting Honor Independence
- 31. Self-Actualization “I need to find myself” Purpose Curiosity Idealism/Morality Bliss Meaning Beauty Creativity Personal Growth
- 32. Sustenance Shelter Health Sleep Procreation Safety Order and Predictability Scarcity PhysiologicalandSafety Family Friendship Acceptance Intimacy Social Contact Social Status Social Influence Confidence Usefulness Accomplishment Ownership Collecting Honor Independence Self-Esteem Purpose Curiosity Idealism/Morality Bliss Meaning Beauty Creativity Personal Growth LoveandBelongingSelf-Actualization
- 33. Motivations Open the news feed “The Warriors won!” Accomplishment, Meaning Navigate to destination “Only 10 minutes home!” Family, Predictability Read a reply “A reply to my post!” Social Contact, Status, Influence Purchase skin “Now I look like Ninja!” Collecting, Social Status
- 34. Sustenance Shelter Health Sleep Procreation Safety Order and Predictability Scarcity PhysiologicalandSafety Family Friendship Acceptance Intimacy Social Contact Social Status Social Influence Confidence Usefulness Accomplishment Ownership Collecting Honor Independence Self-Esteem Purpose Curiosity Idealism/Morality Bliss Meaning Beauty Creativity Personal Growth LoveandBelongingSelf-Actualization
- 36. Game design techniques that can be used to nudge and guide user behavior Game Behavioral Mechanics
- 37. Moats Modifiers Monitor attachment Narrative Obvious wonder Options pacing Oracle effect Overlay tutorial Ownerships Plant pickers Poison pickers Pride Privacy Prize pacing Progress loss Progression dynamic Protection Q & A Quest lists Achievement Achievement symbols / points Alfred effect Appointment dynamic Avatar Beginner's luck Behavioral momentum Blank fills Blissful productivity Boosters Boss fights Brag button Build from scratch Cascading information Collection sets Communal discovery / problem-solving Conformity anchors Conversation Countdown timer Cross-platform gaming Crowning Dangling Delayed feedback Desert oasis Destiny’s child Earned lunch Easter eggs Elitism Endless games Endorsement Envy Ephemeral opportunity Epic meaning Evolved UI Exchangeable points FOMO Fixed interval rewards Fixed ratio rewards Free lunch Friending Fun once, fun always Glowing choice Group quests High five Humanity hero Instant feedback Invitation Last mile drive Leaderboard Lottery Loyalty Magnetic caps Mentorship Milestone unlocks Mini-quests Behavioral Mechanics Real-time control Recruiter burden Rightful heritage Scarlet letter Status Status quo sloth Sunk cost prison Social seniority The big burn Torture breaks Tout flags Urgent optimism Variable interval rewards Variable ratio rewards Viral game mechanics Virtual goods Visual grave Water cooler
- 39. Glowing Choice
- 40. Desert Oasis
- 41. Desert Oasis
- 42. Desert Oasis
- 43. Progression Dynamic Start Now Did you know? 323 people at your company have already signed up Conformity Anchors Only 4 hours left! Sign up for this time-limited deal and save 15% Countdown, Dangling 1 in 20 wins! If you sign up now, you enter for a chance to win big Lottery 1. Sign Up 2. Set Up 3. Finish ✔ ☑ Share with your coworkers and get double! Glowing Choice Invitation, Social Gifting Desert Oasis Use with ☑ Android ☑ iOS 🙿 Web Cross-Platform
- 45. Actions don’t happen in a vacuum Yammer Read a reply Yahoo Sports Open the news stream Fortnite Purchase skins ...but I don’t have time to stop to thoughtfully read and reply ...but I don’t have the money spend ...but I don’t have cell signal to look it up
- 46. Context = Constraints Time Don’t have enough time Don’t have time to fill out a form with 50 fields Money Don’t have enough money or don’t want to spend it The price for 500 gems seems too high Brain cycles Don’t want to think hard or give attention to it Article is too long and in- depth to read at the end of a long day
- 47. Context = Constraints Social deviance Don’t want to break social rules Don’t want to listen to a loud video on the bus Non-routine Don’t have the action ingrained as a habit Keep forgetting that there are deals available Physical effort Don’t want to expend physical energy Too far to walk Facility Don’t have what I need Don’t have a network connection
- 48. Motivation is what gets you started. Habit is what keeps you going. Jim Ryun
- 50. Triggers notify the user of the possibility of performing the action. If sufficiently motivated and in the right context, user performs the action and receives the reward. Triggers
- 51. Gets noticed by the user Reminds the user of the action that leads to reward Occurs when the trigger can be most useful Successful Triggers
- 52. Spark – increase motivation Facilitator – improve context Signal – remind user of the reward Three Kinds of Triggers
- 53. Spark – notification of a new reply Facilitator – cache video clips when on WiFi Signal – reminder to show off their new skins Examples of Triggers
- 55. Define Goals and Strategy Guide Your Users’ Behavior ‣ User Action → Reward ‣ User Motivations ‣ Mechanics → Action ‣ Context and Triggering