Page 1 Nir Eyal!
Hooked: How to Build Habit-Forming Products April 2014!
Page 2 @DanielMcgaw #KISSwebinar
Join us on Twi!er!
Page 3 @nireyal #KISSwebinar
Join us on Twi!er!
Page 4 Nir Eyal Author
@nireyal!
Presenter!
Nir Eyal writes, consults, and teaches about the intersection of psychology, technology, and business. Nir founded and sold two companies since 2003 and has taught the "Using Neuroscience to Influence Human Behavior" course as a lecturer at the Stanford Graduate School of Business.
Page 5 WATCH THIS WEBINAR RECORDING NOW
Page 7 Products!can!profoundly!!CHANGE'OUR'BEHAVIORS.!
Page 8 100�s!of!millions!of!users…!
…and!100�s!of!!millions!of!dollars.!
Page 10 A'BEHAVIOR'DONE'WITH!
CONSCIOUS'!THOUGHT!
LITTLE'OR'NO''!
hab·it!
Page 11 HEALTHTAP!
REV!
POCKET!
BIA!
LUMO!
7 CUPS!
EMODT!
PANTRY LABS!
Habits can be used for good.!
REFRESH.IO!
Page 16 HABITS'ARE''BUILT'UPON''like!the!layers!of!a!pearl.!
Page 17 Triggers!come!in!two!flavors:!
EXTERNAL'&''INTERNAL!
Page 18 EXTERNAL'TRIGGERS'The!informa@on!for!what!to!do!next!!
is!within!the!trigger.!
Billboards!SODA!
Page 19 INTERNAL'TRIGGERS'The!informa@on!for!what!to!do!next!is!informed!!through!an!associa@on!in!the!user�s!memory.!
Page 20 Nega@ve!emo@ons!are!POWERFUL'INTERNAL'TRIGGERS.!
lost!
indecisive!
tense!
faDgued!inferior!
bored!
confused!
fear!of!loss!
dissaDsfied!
powerless!
discouraged!
lonesome!
Page 21 People!who!are!DEPRESSED'CHECK'EMAIL'MORE'OFTEN.!!!Source:(Ko*kalapudi(et(al(2012!
Page 22 When!we!feel!LONELY!we!use!
Page 23 When!we!feel!UNSURE!we!!use!!!!!!!!!!!!!!!!!!!!!!!!!
Page 24 When!we!are!BORED!we!use!!!!!!!!!!!!!!!!!!!!
Page 25 Do you know your customer�s !
INTERNAL TRIGGER?!
Page 26 What!triggers!make!!!!!!!!!!!!!!!!!!!!!!!!!so!habitIforming?!
Page 27 !external!triggers!
Page 28 of!losing!the!moment.!solves!the!pain!
Page 29 But!!!!!!!!!!!!!!!!!!!!!!!!is!also!a!social!network.!
Urge to preserve!
Stressed!
Lonely!
Curious!Insecurity!
Bored!
Page 31 The!SIMPLEST'BEHAVIOR!
in!an@cipa@on!of!a!reward.!
Page 35 According!to!BJ!Fogg,!for!any!behavior!to!occur,!we!need!MOTIVATION,'ABILITY,'and!a!TRIGGER!
b=m+a+t!
Page 36 �THE'ENERGY'FOR'ACTION�!mo·ti·va·tion!
5Edward(Deci!
Page 37 THERE'ARE'SIX'FACTORS'THAT'CAN'INCREASE'MOTIVATION.!
Seeking Pleasure Avoiding Pain Seeking Hope Avoiding Fear Seeking Acceptance Avoiding Rejection!
Source:!Dr.!BJ!Fogg,!Stanford!University!!!
Page 38 ABILITY!
the capacity to do a particular action!
Page 40 Fogg!Behavior!Model!
MOTIV
ATION
!
ABILITY!
Level'of'moDvaDon'and'ability'determines'if'acDon'will'occur.!
Source:!Dr.!BJ!Fogg,!Stanford!University!
TRIGGER'!SUCCEEDS!
TRIGGER'!FAILS!
Page 41 through'the'years!
2009! 2010! 2011! 2012! 2014!
Page 42 2009! 2010! 2011! 2012!
through'the'years!
2014!
Page 43 2009! 2010! 2011! 2012! 2014!
through'the'years!
Page 44 LOG IN WITH GOOGLE
Page 46 studied!by!Olds!&!Milner.!
NUCLEUS'!It!all!starts!with!the!
ACCUMBENS!
!!Source:!Olds!and!Milner,!1945!
Page 47 The!nucleus!accumbens!!is!ac@vated!when!!
we!crave.!
Page 48 Olds & Milner!
Not exactly.!
stimulating!
pleasure?!
Were!
Page 49 They!were!s@mula@ng!the!!STRESS'OF'DESIRE.!
Page 50 Our!reward!system!ac@vates!!with!an@cipa@on!
Source:!Knutson!et!al!2001!!!
Page 51 …!and!calms!when!!we!get!what!we!want.!
Source:!Knutson!et!al!2001!
Page 52 That�s!the!ITCH!
we!seek!to!SCRATCH.!
Page 53 There!is!a!way!to!supercharge!the!stress!of!desire.!
Page 55 IS'FASCINATING.!THE'UNKNOWN!
Variability!causes!us!to!!focus!and!engagement!
Page 56 …and!increases!behavior.!
Page 57 The!nucleus!accumbens!is!s@mulated!by!variability.!
Page 58 3'types'of'VARIABLE'REWARDS!
TRIBE! HUNT! SELF!
HabitIforming!tech!uses!1'OR'MORE!
Page 59 TRIBE!
SEARCH'FOR!
SOCIAL'REWARDS!
Page 60 partnership!empathetic joy! competition!
Page 61 We!Like!social!rewards.!
Page 62 We!value!recogni@on!and!coopera@on!
Page 63 HUNT!
SEARCH'FOR!
RESOURCES!
Page 64 Stems!from!the!hunt!for!food!and!resources!
Page 65 Hunt!for!variable!material!rewards!
Page 66 Hunt!!for!variable!informa@on!!rewards.!
Page 67 SELF!
SELFVACHIEVEMENT!
SEARCH'FOR!
Page 68 LevelingIup!reflects!MASTERY'and'COMPETENCY.!
Page 69 Inbox!or!task!management!reflects!!CONSISTENCY'and'COMPLETION.!
Page 70 WARNING!
Variable!rewards!are!not!a!free!pass.!!Your!product!s@ll!must!address!the!itch.!
Page 71 Build!variable!rewards!that!scratch!the!users!itch,!but!leave!them!wan@ng!more.!
Page 73 Users!�invest�!for!future!benefits.!
Social Capital!
Money!
Time!Effort!
Emotional Commitment!Personal
Data!
Page 74 Investments increase the
likelihood of the next pass
through the Hook in
TWO ways.!
Page 75 1.!
INVESTMENTS'LOAD'THE'!
NEXT'TRIGGER''''!'''OF'THE'HOOK.!
Page 76 Each!new!message!posted!on!
Page 77 is!an!open!invita@on!for!an!external!trigger!to!be!returned.!
Page 78 Loading!the!next!trigger!with!Pin!It!bu^on!!
Page 79 INVESTMENTS'STORE'VALUE,''improving!the!product!with!use.!2.!
Page 85 Each!pass!through!the!Hook!helps!!SHAPE'USER'PREFERENCES'AND'ATTITUDES.!
Page 86 That!was!a!lot!!
…!more!at:!NirAndFar.com!
Page 87 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!wan@ng!more?!
3.!What!is!the!simplest!behavior!in!an@cipa@on!
of!reward?!
5.!What!�bit!of!work�!is!done!to!increase!the!likelihood!of!
returning?!
Page 88 THE'MORALITY!
OF'MANIPULATION!
Page 89 Designing!!habitIforming!!products!is!a!form!of!manipula@on.!
Page 90 Users!take!our!technologies!to!bed.!
Page 91 They!check!our!devices!before!saying!�good!morning�!to!loved!ones.!
Page 92 Quite!possibly,!the!!!
�CIGARETTE'OF''THIS'CENTURY.�'5(Ian(Bogust!
Page 93 What!!RESPONSIBILITY!!do!we!have!when!!
changing!user!behavior?!
Page 94 THE'WORLD'IS'FULL'OF'PROBLEMS'TO'FIX.!
Help!others!find!meaning.!Engage!them!in!something!important.!
Page 95 Build!the!!
THE'WORLD.!you!want!to!see!in!CHANGE!
Page 96 THANK YOU!
Nir Eyal @nireyal!