How to build habits

1. Next Speaker:
NIR
EYAL (ISR)
How to build habits
Next Speaker:

2. hooked
@nireyal
NirAndFar.com

3. Products can profoundly
change our behaviors

4. PA
TT
E
SNR
?

5. 100’s of millions
of users…
…and 100’s of
millions of dollars.

7. An impulse to do a behavior with
little or no conscious thought
hab·it

8. Habits can be
used for good

9. The hook is an experience designed to
connect the user’s problem to your product

10. with enough frequency
to form a habit

13. External Triggers
The information for what to do
next is within the trigger.

14. Internal Triggers
The information for what to do next is informed
through an association in the user’s memory.
People Places Emotions Situations Routines

15. Negative emotions are powerful
internal triggers
indecisive
tense
fatiguedinferior
bored
confused
fear of loss
dissatisfied
powerless
discouraged
lonesome

16. People who are depressed
check email more often
Source: Kotikalapudi et al 2012

17. When we feel lonely
we use .

18. When we feel unsure
we use

19. When we are bored
we use

20. Do you know your customer’s
internal trigger?

21. What triggers make
so habit-forming?

22. external triggers

23. solves the pain of
losing the moment.

24. Stressed
Lonely
Curious
Insecurity
Bored
But is also
a social network.
Urge to
preserve

26. The simplest behavior
in anticipation of a reward.

27. Scroll

28. Search

29. Play

30. b=m+a+t
According to BJ Fogg, for any behavior to occur,
we need motivation, ability, and a trigger

31. mo·ti·va·tion
“The energy for action”
- Edward Deci

32. Source: Dr. BJ Fogg, Stanford University
Seeking Pleasure
Seeking Hope
Seeking Acceptance
Avoiding Pain
Avoiding Fear
Avoiding Rejection
6
There are six factors that can
increase motivation

33. Ability
The capacity to do
a particular action

34. Time Money Physical
Effort
Brain
Cycles
Social
Deviance
Non-
routine
Six factors can increase or decrease ability

35. Level of motivation and ability
determines if action will occur
Source: Dr. BJ Fogg, Stanford University
Motivation
Trigger
fails
Trigger
succeeds
Ability

36. through the years
2009
2010
2011
2012
Today

37. through the years
2009
2010
2011
2012
Today

38. through the years
2009
2010
2011
2012
Today

40. It all starts with the
Nucleus Accumbens
studied by Olds & Milner.
Source: Olds and Milner, 1945

41. The Nucleus Accumbens
is activated when we crave.

42. Were Olds & Milner
stimulating pleasure?
Not exactly.

43. They were stimulating
the stress of desire

44. Source: Knutson et al 2001
Our reward system activates
with anticipation

45. Source: Knutson et al 2001
and calms when
we get what we want.

46. That’s the itch
we seek to scratch.

47. There is a way to
supercharge the
stress of desire.

49. The unknown
is fascinating
Variability causes us
to focus and engage

50. and increases behavior.

51. The nucleus accumbens is
stimulated by variability.
The nucleus accumbens
is stimulated by
variability.

52. tribe hunt self
3 types of variable rewards
Habit-forming tech uses 1 or more

53. Search for
social reward
tribe

54. partnershipempathetic joy competition

55. We like social rewards.

56. Search for
resources
hunt

57. Stems from the hunt for
food and resources

58. Hunt for variable
material rewards

59. Hunt for variable
information rewards.

60. Search for self-
achievement
self

61. Leveling-up reflects
mastery and competency.

62. Inbox or task management reflects
consistency and completion.

63. WARNING
Variable rewards are not
a free pass.
Your product still
must address the itch.

64. Build variable rewards that satiate the users
itch, but leave them wanting more.

66. Users “invest” for future benefits.
TimePersonal Data Money
EffortSocial Capital
Emotional
Commitment

67. Investments increase the likelihood
of the next pass through the Hook
in two ways.

68. Investments
load the next
trigger of the hook
1

69. Each new message posted on

70. is an open invitation for an
external trigger to be returned.

71. 2.
Investments store
value, improving the
product with use.
2

72. Content

73. Data

74. Followers

75. Reputation

76. The hook is an experience designed to
connect the user’s problem to your product

77. Each pass through the Hook helps
shape user preferences and attitudes

78. 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?
1. What internal trigger is
the product addressing?
2. What external trigger
gets the user to the product?
The Hooked Canvas

79. The morality of
manipulation

80. Designing habit-forming
products is a form of
manipulation.

81. Users take our technologies to bed.

82. They check our devices before saying
“good morning” to loved ones.

83. What responsibility
do we have when changing user behavior?

84. Help others find meaning.
Engage them in something important.

85. Photo: 7CupsOfTea.com
We can design
healthy habits

86. Build the change you want to see in the world

87. Take the survey, get the slides
@nireyal
NirAndFar.com
OpinionTo.us

89. Last Speaker:
Ton
Wesseling (NL)
Validation in every
organization
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