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Examples of the Hook Model in enterprise applications. See Nir Eyal's book "Hooked: How to Build Habit-Forming Products" for more, see: NirAndFar.com/GetHooked Blogging at: NirAndFar.com Twitter: @nireyal
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Products can profoundly CHANGE OUR BEHAVIORS. 100’s of millions of users and 100’s of millions of dollars. Habit: A BEHAVIOR DONE WITH CONSCIOUS THOUGHT LITTLE OR NO HABITS ARE BUILT UPON like the layers of a pearl. Triggers come in two favors: EXTERNAL & INTERNAL EXTERNAL TRIGGERS: The information for what to do next is within the trigger. Billboards SODA INTERNAL TRIGGERS: The information for what to do next is informed through an association in the users Billboards SODA People who are depressed check email more often When we feel LONELY we use When we feel UNSURE we use When we are BORED we use Do you know your customer’s INTERNAL TRIGGER? What triggers make so habit-forming? Fear of losing the moment. Solves the pain but it is also a social network. The SIMPLEST BEHAVIOR in anticipation of a reward. According to BJ Fogg, for any behavior to occur, we need MOTIVATION, ABILITY, and a TRIGGER THE ENERGY FOR ACTION THERE ARE SIX FACTORS THAT CAN INCREASE MOTIVATION. Seeking Pleasure, Avoiding Pain, Seeking Hope, Avoiding Fear, Seeking Acceptance, Avoiding Rejection ABILITY: the capacity to do a particular action Level of motivation and ability determines if action will occur. Source: Dr. BJ Fogg, Stanford University TRIGGER SUCCEEDS TRIGGER FAILS It all starts with the ACCUMBENS Not exactly stimulating pleasure? They were stimulating the STRESS OF DESIRE. Our reward system activates with anticipation … and calms when we get what we want. That’s the ITCH we seek to SCRATCH. There is a way to supercharge the stress of desire. Variability causes us to focus and engagement …and increases behavior. The nucleus accumbens is stimulated by variability. 3 types of VARIABLE REWARDS: TRIBE, HUNT, SELF TRIBE SEARCH FOR SOCIAL REWARDS We like social rewards We value recognition and cooperation HUNT SEARCH FOR RESOURCES Stems from the hunt for food and resources Hunt for variable material rewards Hunt for variable information rewards WARNING! Variable rewards are not a free pass. Your products must address the itch Build variable rewards that scratch the users itch but leave them wanting more Users invest for future benefits: Social Capital, Money, Time, Effort, Emotional Commitment, and Personal Data Investments increase the likelihood of the next pass through the Hook in TWO ways INVESTMENTS LOAD THE NEXT TRIGGER OF THE HOOK Each pass through the Hook helps THE MORALITY OF MANIPULATION Users take our technologies to bed They check our devices before saying good morning to loved ones. Quite possibly the CIGARETTE OF THIS CENTURY. What do we have when changing user behavior? RESPONSIBILITY THE WORLD IS FULL OF PROBLEMS TO FIX Build the world you want to see
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Products can profoundly CHANGE OUR BEHAVIORS. 100’s of millions of users and 100’s of millions of dollars. Habit: A BEHAVIOR DONE WITH CONSCIOUS THOUGHT LITTLE OR NO HABITS ARE BUILT UPON like the layers of a pearl. Triggers come in two favors: EXTERNAL & INTERNAL EXTERNAL TRIGGERS: The information for what to do next is within the trigger. Billboards SODA INTERNAL TRIGGERS: The information for what to do next is informed through an association in the users Billboards SODA People who are depressed check email more often When we feel LONELY we use When we feel UNSURE we use When we are BORED we use Do you know your customer’s INTERNAL TRIGGER? What triggers make so habit-forming? Fear of losing the moment. Solves the pain but it is also a social network. The SIMPLEST BEHAVIOR in anticipation of a reward. According to BJ Fogg, for any behavior to occur, we need MOTIVATION, ABILITY, and a TRIGGER THE ENERGY FOR ACTION THERE ARE SIX FACTORS THAT CAN INCREASE MOTIVATION. Seeking Pleasure, Avoiding Pain, Seeking Hope, Avoiding Fear, Seeking Acceptance, Avoiding Rejection ABILITY: the capacity to do a particular action Level of motivation and ability determines if action will occur. Source: Dr. BJ Fogg, Stanford University TRIGGER SUCCEEDS TRIGGER FAILS It all starts with the ACCUMBENS Not exactly stimulating pleasure? They were stimulating the STRESS OF DESIRE. Our reward system activates with anticipation … and calms when we get what we want. That’s the ITCH we seek to SCRATCH. There is a way to supercharge the stress of desire. Variability causes us to focus and engagement …and increases behavior. The nucleus accumbens is stimulated by variability. 3 types of VARIABLE REWARDS: TRIBE, HUNT, SELF TRIBE SEARCH FOR SOCIAL REWARDS We like social rewards We value recognition and cooperation HUNT SEARCH FOR RESOURCES Stems from the hunt for food and resources Hunt for variable material rewards Hunt for variable information rewards WARNING! Variable rewards are not a free pass. Your products must address the itch Build variable rewards that scratch the users itch but leave them wanting more Users invest for future benefits: Social Capital, Money, Time, Effort, Emotional Commitment, and Personal Data Investments increase the likelihood of the next pass through the Hook in TWO ways INVESTMENTS LOAD THE NEXT TRIGGER OF THE HOOK Each pass through the Hook helps THE MORALITY OF MANIPULATION Users take our technologies to bed They check our devices before saying good morning to loved ones. Quite possibly the CIGARETTE OF THIS CENTURY. What do we have when changing user behavior? RESPONSIBILITY THE WORLD IS FULL OF PROBLEMS TO FIX Build the world you want to see
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Leveraging ChatGPT for B2B Product Design
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Marketing to the Mind - Pubcon, Las Vegas, 2012
Roger Dooley
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Bipolaraffectivedisorder 17-june-2016
Bipolaraffectivedisorder 17-june-2016
Psychiatrist in Dubai
Within our team @boardofinno, we give short presentations to each other, to learn more, to get inspired, to be amazed,… The following deck was used by @tjalve in our internal #teachme session. It covers 15 lessons from Behavioural Economics you can apply to your ongoing projects. The concepts covered are: 1. The Endowment Effect 2. Hyperbolic Discounting 3. The IKEA effect 4. Anchoring Bias 5. The Von Restorff Effect 6. Loss Aversion 7. Hedonic Adaption 8. The Bandwagon Effect 9. The Inaction inertia effect 10. The Zeigarnik Effect 11. The Framing Effect 12. The Goal Gradient Effect 13. The Choice Paradox 14. Round Pricing Preference 15. Reciprocity
15 Lessons from Behavioural Economics - by @tjalve @boardofinno - Board of In...
15 Lessons from Behavioural Economics - by @tjalve @boardofinno - Board of In...
Board of Innovation
Brain-based ways to improve copy and make it engage the reader's mind. Metaphors, adjectives, more. Tips from Dooley's Brainfluence book, Neuromarketing blog, and more.
Copy That Converts - Pubcon, Austin, 2013
Copy That Converts - Pubcon, Austin, 2013
Roger Dooley
Indie is a new Personal Insurance company, in private beta on a mission to make insurance better for you while you're alive, by generating wealth for our clients from day 1. I shared some of our product design principles at the Cape Town Dribbble meetup in July 2017.
Designing Better Ways to Do Boring Things, Like Insurance
Designing Better Ways to Do Boring Things, Like Insurance
Shawn Roos
Virginia Forum 2010 Do you think you could accomplish more if circumstances were different? Attend this program to discover and take away three specific approaches for enhancing your "outlook" and answering the question, "What is 'mind over matter' anyway?" Arrive prepared to laugh and be busy doing an "attitude tune-up!” Presenter: Barbara E. Williams – Managing Partner, Global Associates, Inc. Forum 2010 Event Page: http://wp.me/P4HrB-1Mk
Mind Over Matter: Choosing Your Attitude
Mind Over Matter: Choosing Your Attitude
Jon Hansen
Slides for Minnesota Interactive Marketers Association March 2013 event, Neuromarketing & Web Persuasion, presented by Roger Dooley, author of Brainfluence.
Roger Dooley MIMA 2013 - Neuromarketing & Web Persuasion
Roger Dooley MIMA 2013 - Neuromarketing & Web Persuasion
Roger Dooley
My slides from facilitating a class with trainees from The Event's Architects training program. A quick chat to show how infusing creativity into all aspects of Event Management can make you stand out from the competition.
Bending The World With Creativity
Bending The World With Creativity
Oje Ojeaga
Abstract: LeanUX is bridging the gap between Design Thinking and Agile. While teams are embracing experimentation, it is important that your teams don't waste all of their time running experiments on unimportant + known aspects of your product. Assumptions Mapping is a LeanUX exercise that gives you the power to facilitate a conversation with your team and enable them to focus on what matters. If you find yourself in an organization trying to adapt to conditions of extreme uncertainty, this workshop gives you actionable tools and advice that you can take back to your teams and apply right away. Learning Outcomes: How to use Assumptions Mapping to illustrate risk & focus your experimentation How LeanUX is bridging the gap between Design Thinking and Agile What leadership and facilitation styles you'll need for LeanUX to thrive in your organization
Introduction to Assumptions Mapping - Agile2016
Introduction to Assumptions Mapping - Agile2016
David Bland
บรรยายวันที่ 8 กค สถาบันปัญญาภิวัฒน์
Brand 2012
Brand 2012
Tab Hanutsaha
Tools to recognize how adaptable you are (or are not) and ways to boost your adaptability
Adaptability Quotient - DevUp 2022.pdf
Adaptability Quotient - DevUp 2022.pdf
Angela Dugan
Global Wellness Day Theme
THINKMAGENTA_BOOKLET_ENG.pdf
THINKMAGENTA_BOOKLET_ENG.pdf
ssuser6711e7
Happiness is a state of mind. Be grateful to God who ever you are. Whatever you have.
Secret of Happiness
Secret of Happiness
Snawer Gill
Roger Dooley presents "Neuromarketing on the Web" to attendees at the 2013 Neuromarketing World Forum.
Neuromarketing World Forum 2013 - Sao Paulo - Roger Dooley
Neuromarketing World Forum 2013 - Sao Paulo - Roger Dooley
Roger Dooley
Grit is not hard work. It is single-mindedness. Research indicates that if a candidate answers 'I finish whatever I begin' then he is most probably our candidate for performance. Or is it?
Grit is it a measure of success
Grit is it a measure of success
gaurav.kapil
Mind the Product, 2018 London. This talk provides three practical tools that product leaders can use to uncover, accept, and act on what is true—so that you can be less grumpy and more effective at work. Because isn't that what we all enjoy? The feeling that we're doing good work, and that it's working? (UBAD Model for Buy-In by Janice Fraser is licensed under Creative Commons Attribution-NoDerivatives License 4.0 International.)
Accepting the Truth at Work: 3 Practical Tools
Accepting the Truth at Work: 3 Practical Tools
Janice Fraser
Life Coach
Life Coach Presentation Template.pptx
Life Coach Presentation Template.pptx
PankajSatkar2
A share by Kit Ong on how to be better creative
How asking the 'wrong' questions can make us better creative?
How asking the 'wrong' questions can make us better creative?
YRVietnam
Designing product for optimal engagement is challenging. This talk looks at how human biology can provide us with clues as to how people relate to products and experiences. Brain chemistry, emotional decisions, evolutionary cycles and social connections all play a part in how we connect to experiences.
Sex, Drugs and The Infinite Scroll: The biology behind engaging design.
Sex, Drugs and The Infinite Scroll: The biology behind engaging design.
fresh tilled soil
Semelhante a Hooked Workshop
(20)
Nir Eyal, Designing for Habit-Formation, WarmGun 2013
Nir Eyal, Designing for Habit-Formation, WarmGun 2013
Marketing to the Mind - Pubcon, Las Vegas, 2012
Marketing to the Mind - Pubcon, Las Vegas, 2012
Bipolaraffectivedisorder 17-june-2016
Bipolaraffectivedisorder 17-june-2016
15 Lessons from Behavioural Economics - by @tjalve @boardofinno - Board of In...
15 Lessons from Behavioural Economics - by @tjalve @boardofinno - Board of In...
Copy That Converts - Pubcon, Austin, 2013
Copy That Converts - Pubcon, Austin, 2013
Designing Better Ways to Do Boring Things, Like Insurance
Designing Better Ways to Do Boring Things, Like Insurance
Mind Over Matter: Choosing Your Attitude
Mind Over Matter: Choosing Your Attitude
Roger Dooley MIMA 2013 - Neuromarketing & Web Persuasion
Roger Dooley MIMA 2013 - Neuromarketing & Web Persuasion
Bending The World With Creativity
Bending The World With Creativity
Introduction to Assumptions Mapping - Agile2016
Introduction to Assumptions Mapping - Agile2016
Brand 2012
Brand 2012
Adaptability Quotient - DevUp 2022.pdf
Adaptability Quotient - DevUp 2022.pdf
THINKMAGENTA_BOOKLET_ENG.pdf
THINKMAGENTA_BOOKLET_ENG.pdf
Secret of Happiness
Secret of Happiness
Neuromarketing World Forum 2013 - Sao Paulo - Roger Dooley
Neuromarketing World Forum 2013 - Sao Paulo - Roger Dooley
Grit is it a measure of success
Grit is it a measure of success
Accepting the Truth at Work: 3 Practical Tools
Accepting the Truth at Work: 3 Practical Tools
Life Coach Presentation Template.pptx
Life Coach Presentation Template.pptx
How asking the 'wrong' questions can make us better creative?
How asking the 'wrong' questions can make us better creative?
Sex, Drugs and The Infinite Scroll: The biology behind engaging design.
Sex, Drugs and The Infinite Scroll: The biology behind engaging design.
Mais de Nir Eyal
Nir Eyal, bestselling author of Hooked: How to Build Habit-Forming Products, wrote the book on the secret psychology of technology. However, in this talk, Nir provides the antidote to the current distraction crisis. Nir shares the findings of his five years of research into how to master what he calls, "the skill of the century," the power to be "Indistractable." Nir's entertaining, research-backed talk, provides practical advice and memorable strategies for managing distraction in business and life.
Indistractable - How to Master the Skill of the Century
Indistractable - How to Master the Skill of the Century
Nir Eyal
Chances are you've witnessed and even took active part in a lot of indiscriminate gadget use. But staying silent about bad technology habits is making things worse for all of us. We need to develop social antibodies, defenses against new harmful behaviors, or else we'll end up serving technology instead of it serving us. If we don’t build social antibodies, the disease of distraction will become the new normal. To do this, we need to find out who's to blame for our distraction and what we need to do about it. Read the whole blog post at: http://www.nirandfar.com/2016/03/why-people-check-their-phones-at-the-wrong-times.html
Why People Check Their Tech at the Wrong Times (and the Simple Trick to Stop It)
Why People Check Their Tech at the Wrong Times (and the Simple Trick to Stop It)
Nir Eyal
There’s little doubt that nearly everyone who comes in contact with the Internet has difficulty disconnecting. People everywhere are glued to their devices. But who’s at fault for its overuse? This deck explores the use and abuse of technology, especially in the workplace, so we can find solutions and understand what we’re dealing with. There are four parties conspiring to keep you connected and they may not be whom you’d expect. Read the full article here: http://www.nirandfar.com/2016/02/4-people-addicting-technology.html
Who's Really Addicting You to Technology?
Who's Really Addicting You to Technology?
Nir Eyal
"Studies show adult friendships have a significant impact on our happiness and well-being. In fact, a lack of close friendships may be hazardous to your health. To nurture satisfying friendships, you need to spend some quality time with your friends. But the more professional opportunities come your way, the more time you'll spend away from your real-life friends. So how do we make sure we maintain the connection? This deck introduces the solution: The Kibbutz."
Happiness Hack - This One Ritual Made Me Much Happier
Happiness Hack - This One Ritual Made Me Much Happier
Nir Eyal
Here's how to capture customer habits away from your competition. For the original article, see: http://www.nirandfar.com/2015/01/competitions-customers.html
4 Ways to Win Your Competitor's Customer Habits
4 Ways to Win Your Competitor's Customer Habits
Nir Eyal
On November 13, 2012, Bill Gurley, a partner at Benchmark Capital, posted a remarkable essay on his blog. In it, he described the, “10 factors to consider when evaluating digital marketplaces.” Given the tremendous value marketplaces are known to create and how hard they are to get right, we found this essay to be a goldmine of insight. We wanted to digest Bill’s post into a more memorable format. The result is this brief checklist we hope will help take some of the luck out of evaluating marketplace businesses. As Bill wrote, “It is unlikely that you will find a marketplace opportunity that would score ten out of ten with respect to this list.” But according to Bill, the odds of success improve the more of these characteristics the business exhibits. Read Bill Gurley’s original post here: http://goo.gl/xoAUw - Nir (nirandfar.com) and Sangeet (platformed.info)
Making a Marketplace: A Checklist for Online Disruption
Making a Marketplace: A Checklist for Online Disruption
Nir Eyal
Mais de Nir Eyal
(6)
Indistractable - How to Master the Skill of the Century
Indistractable - How to Master the Skill of the Century
Why People Check Their Tech at the Wrong Times (and the Simple Trick to Stop It)
Why People Check Their Tech at the Wrong Times (and the Simple Trick to Stop It)
Who's Really Addicting You to Technology?
Who's Really Addicting You to Technology?
Happiness Hack - This One Ritual Made Me Much Happier
Happiness Hack - This One Ritual Made Me Much Happier
4 Ways to Win Your Competitor's Customer Habits
4 Ways to Win Your Competitor's Customer Habits
Making a Marketplace: A Checklist for Online Disruption
Making a Marketplace: A Checklist for Online Disruption
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Hooked Workshop
1.
h kHooked @nireyal
2.
Products can profoundly CHANGE OUR BEHAVIORS.
3.
100’s of millions of users… …and 100’s of millions of dollars.
4.
PA TT E SN R ?
5.
I wrote this … … more at: NirAndFar.com
6.
Close your eyes.
7.
HOWDIDYOUFEEL?
8.
When we FEEL AN ITCH we seek to SCRATCH IT.
9.
The brain associates behaviors that PROVIDE A SOLUTION to whatever problem it encounters.
10.
The SOLUTION TO OUR DISCOMFORT is found in the product’s use.
11.
Images of chocolate bring both pleasure and stress to “cravers.” Source: Rodriguez et al 2005
12.
STRESS is a precondition for addiction. Source: Heilig and Koob 2007
13.
We are not designing for addiction NOT must be in graphic Do not design for addiction.
14.
A BEHAVIOR DONE WITH CONSCIOUS THOUGHT LITTLE OR NO hab·it
15.
Habitscanbeusedforgood.
16.
17.
1. FREQUENCY Source: Judah, G; Gardner, B; Aunger, R; 2013
18.
2. ATTITUDE CHANGE Source: Judah, G; Gardner, B; Aunger, R; 2013
19.
Harnessing VERY GOOD HABITS can be FOR BUSINESS.
20.
Creating consumer habits drives HIGHER CUSTOMER LIFETIME VALUE (CLTV).
21.
Creating consumer habits gives companies GREATER FLEXIBILITY TO INCREASE PRICES.
22.
Creating consumer habits SUPERCHARGES GROWTH.
23.
Creating consumer habits INCREASES DEFENSIBILITY.
24.
However, forming new habits is HARD WORK
25.
AND EXCEPTIONALLY RARE.
26.
But if your business requires “unprompted user engagement,”
27.
A design pattern to help FORM BETTER PRODUCT HYPOTHESES.
28.
BUILDING IS EXPENSIVE
29.
INCREASE YOUR ODDS OF SUCCESS.
30.
h kThe$HOOK$is$an$experience$designed$to$ connect$the$user’s$problem$to$your$solu7on.$
31.
h k with%enough%% FREQUENCY%% to%% FORM+A+HABIT.+
32.
NOW IT IS YOUR
TURN
33.
❑ Get into groups of 2 or 3. ❑ Describe your product or service. ❑
Pick one product with one user.
34.
❑ Why does your business require a habit? ❑ What problem are users coming to solve? ❑
How do they currently solve the problem and why does it need a new solution?
35.
❑ What action do you want to make into a habit? ❑ How frequently do you expect users to engage?
36.
h kA"Hook"has"4"parts:"
37.
h k
38.
Triggers come in two flavors: EXTERNAL & INTERNAL
39.
EXTERNAL TRIGGERS The information for what to do next is within the trigger. Billboards SO DA
40.
INTERNAL TRIGGERS The information for what to do next is informed through an association in the user’s memory.
41.
Negative emotions are POWERFUL INTERNAL TRIGGERS. lost indecisive tense fatiguedinferior bored confused fear of loss dissatisfied powerless discouraged lonesome
42.
People who are DEPRESSED CHECK EMAIL MORE OFTEN. Source: Kotikalapudi et
al 2012
43.
When we feel LONELY we use
44.
When we feel UNSURE we use
45.
When we are BORED we use
46.
Do you know
your customer’s INTERNAL TRIGGER?
47.
Jack Dorsey on Narratives
48.
IT#ALL#STARTS#WITH#A# NARRATIVE.! “(If)!you!want!to!build!a!product! that!is!relevant!to!folks,!you!need! to!put!yourself!in!their!shoes!and! you!need!to!write!a!story!from! their!side.”! .#Jack#Dorsey#
49.
1952 INSTANT CAKE MIX WAS A MARKETING FAILURE. Betty Crocker assumed that customers wanted convenience but “Just add water” did not sell. Source: “Finding Betty Crocker”, Susan Marks
50.
WHY DO WE MAKE CAKE? to give and receive love from people we care about.
51.
DEPRECATED A FEATURE
52.
What triggers make so habit-forming?
53.
external triggers
54.
of losing the moment. solves the pain
55.
But is also a social network. Urgeto preserve Stressed Lonely Curious Insecurity Bored
56.
YOUR TURN TO BUILD A NARRATIVE
57.
BUILD YOUR NARRATIVE ❑ Who is the user? ❑ What are they doing immediately before your intended habit?
58.
INTERNAL TRIGGERS ❑ Come up with 3 internal trigger hypotheses (emotions, routines, situations…) ❑ Which internal trigger occurs most often? ❑
Every time _______ , the user ________.
59.
EXTERNAL TRIGGERS ❑ Where and when can you insert your external triggers? ❑ How can you be in front of the user when her internal trigger fires? ❑
Think of 3 “rational ideas” and 3 “crazy ideas.”
60.
HYPOTHESIS HOMEWORK ❑ Are your assumptions correct? ❑ Is your narrative really happening? ❑
“Get out of the building.” – Steve Blank ❑ Test your biggest assumptions first and cheaply.
61.
Take a break “Hook” by Blues Traveler
62.
h k
63.
The SIMPLEST BEHAVIOR in anticipation of a reward.
64.
Scroll
65.
Search
66.
Play
67.
According to BJ Fogg, for any behavior to occur, we need MOTIVATION, ABILITY, and a TRIGGER b=m+a+t
68.
“THE ENERGY FOR ACTION” mo·ti·va·tion -Edward Deci
69.
THERE ARE SIX FACTORS THAT CAN INCREASE MOTIVATION. SeekingPleasure AvoidingPain SeekingHope AvoidingFear SeekingAcceptance AvoidingRejection Source: Dr. BJ Fogg, Stanford University
70.
Seeking HOPE
71.
Seeking PLEASURE
72.
Avoiding FEAR
73.
Seeking ACCEPTANCE
74.
ABILITY the capacity to
do a particular action
75.
Time% $ Six$factors$can$increase$or$decrease$ability. % Money% Physical%effort% Brain%cycles% Social%deviance%
Non8rou:ne% Source:%Dr.%BJ%Fogg,%Stanford%University%
76.
Fogg Behavior Model MOTIVATION ABILITY Level of motivation and ability determines if action will occur. Source: Dr. BJ Fogg, Stanford University TRIGGER SUCCEEDS TRIGGER FAILS
77.
Should designers MOVE MOTIVATION OR ABILITY FIRST?
78.
You can try to increase motivation…
79.
…but you’ll often get the same results.
80.
through the years 2009 2010 2011
2012 TODAY
81.
2009 2010 2011 2012 through the years TODAY
82.
2009 2010 2011
2012 TODAY through the years
83.
YOUR TURN TO SIMPLIFY THE ACTION
84.
Users are on a path to solving a problem. Internal Trigger Product Interface Reward/Pain Alleviation
85.
users take action to alleviate pain. Internal Trigger Product Interface 1. Open App 2. Log-in (sometimes) 3.
Scroll & Read Reward/Pain Alleviation
86.
Map the path users take to scratch their itch.
87.
Find the “scarcest resource” ❑ Review your flow. Where is the action most difficult? ❑ Which resource is lacking? ❑
What are 3 testable ways to make the action easier? •Time •Money •Physical effort •Brain cycles (too confusing) •Social deviance (outside norm) •Non-routine (too new)
88.
h k
89.
studied by Olds & Milner. NUCLEUS It all starts with the ACCUMBENS Source: Olds and Milner, 1945
90.
The nucleus accumbens is activated when we crave.
91.
Olds & Milner Notexactly. stimulating pleasure? Were
92.
They were stimulating the STRESS OF DESIRE.
93.
Our reward system activates with anticipation Source: Knutson et al 2001
94.
… and calms when we get what we want. Source: Knutson et al 2001
95.
That’s the ITCH we seek to SCRATCH.
96.
There is a way to supercharge the stress of desire.
97.
98.
IS FASCINATING. THE UNKNOWN Variability causes us to focus and engage
99.
…and increases behavior.
100.
The nucleus accumbens is stimulated by variability.
101.
3 types of VARIABLE REWARDS TRIBE HUNT SELF Habit-forming tech uses 1 OR MORE
102.
TRIBE SEARCH FOR SOCIAL REWARDS
103.
partnershipempatheticjoy competition
104.
We Like social rewards.
105.
Fast variable rewards
106.
We value recognition and cooperation
107.
HUNT SEARCH FOR RESOURCES
108.
Stems from the hunt for food and resources
109.
Hunt for variable material rewards
110.
Hunt for variable material rewards
111.
Hunt for variable information rewards.
112.
Hunters on scroll pages.
113.
SELF SELF-ACHIEVEMENT SEARCH FOR
114.
Leveling-up reflects MASTERY and COMPETENCY.
115.
Inbox or task management reflects CONSISTENCY and COMPLETION.
116.
WARNING Variable rewards are not a free pass. Your product still must address the itch.
117.
Do your users feel in control? AUTONOMY IS A PRE-REQUISITE. Source: Deci and Ryan on Self-Determination Theory
118.
Beware of FINITE VARIABILITY.
119.
INFINITE VARIABILITY sustains interest longer.
120.
Build variable rewards that satiate the users itch, but leave them wanting more.
121.
YOUR TURN TO REWARD YOUR USERS
122.
❑ Review your flow. Is the reward fulfilling, yet leaves the user wanting more? ❑ Brainstorm 3 ways users search for variable reward. •Rewards of the Tribe - gratification from others. •Rewards of the Hunt - things, money or information. •Rewards of the Self - mastery, completion, competency, consistency.
123.
h k
124.
Users “invest” for future benefits. Social Capital Money Time Effort Emotional CommitmentPersonal Data
125.
Investments increase the likelihood
of the next pass through the Hook in TWO ways.
126.
1.INVESTMENTS LOAD THE NEXT TRIGGER OF THE HOOK.
127.
Each new message posted on
128.
is an open invitation for an external trigger to be returned.
129.
INVESTMENTS STORE VALUE, improving the product with use.2.
130.
CONTENT
131.
DATA
132.
FOLLOWERS
133.
REPUTATION
134.
YOUR TURN TO GET USERS TO INVEST
135.
❑ Review your flow. What “bit of work” are your users doing to increase the likelihood of returning? ❑ Brainstorm 3 ways to add small investments into your user experience to: •Load the Next Trigger •Store Value •Content, Data, Followers, Reputation 5 min
136.
h kThe$HOOK$is$an$experience$designed$to$ connect$the$user’s$problem$to$your$solu7on.$
137.
Each pass through the Hook helps SHAPE USER PREFERENCES AND ATTITUDES.
138.
h k With%enough%frequency,% A"HABIT"IS"FORMED."
139.
The HOOK Canvas 1. What internal trigger is the product addressing? 2. What external trigger gets the user to the product? 4. Is the reward fulfilling, yet leaves the user wanting more? 3. What is the simplest behavior in anticipation of reward? 5. What “bit of work” is done to increase the likelihood of returning?
140.
THE MORALITY OF MANIPULATION
141.
Designing habit-forming products is a form of manipulation.
142.
Users take our technologies to bed.
143.
They check our devices before saying “good morning” to loved ones.
144.
Quite possibly, the “CIGARETTE OF THIS CENTURY.” - Ian Bogust
145.
What RESPONSIBILITY do we have when changing user behavior?
146.
THE WORLD IS FULL OF PROBLEMS TO FIX. Help others find meaning. Engage them in something important.
147.
Build the THE WORLD. you want to see in CHANGE
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