Nir Eyal, Designing for Habit-Formation, WarmGun 2013
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h kHooked
@nireyal
Products can profoundly CHANGE OUR BEHAVIORS.
100’s of millions of users…
…and 100’s of millions of dollars.
PA TT E
SNR
?
Vitamins ORPain Killers?
PAIN KILLERS address a burning need.
VITAMINS are “nice to have.”
Vitamins ORPain Killers?
becomesPLEASURE SEEKINGbehavior
PAIN ALLEVIATINGbehavior
With habit-‐forming technology
What do we mean by PAIN?
Close your eyes.
HOW DID YOU FEEL?
The SOLUTION TO OUR DISCOMFORT is found in the product’s use.
We are not designing for addiction NOT must be in graphic Do not design for addiction.
A BEHAVIOR DONE WITH
CONSCIOUS THOUGHT
LITTLE OR NO hab·it
Habits can be used for good.
Harnessing
VERY GOODHABITS can be
FOR BUSINESS.
If your business requires “unprompted user engagement,”
A design pattern to helpFORM BETTER PRODUCT HYPOTHESES.
BUILDING ISEXPENSIVE
INCREASE YOUR ODDS OF SUCCESS.
h kThe$HOOK$is$an$experience$designed$to$
connect$the$user’s$problem$to$your$solu7on.$
h kwith%enough%%
FREQUENCY%%
to%%FORM+A+HABIT.+
h kA"Hook"has"4"parts:"
-‐ A hook has 4 parts: -‐ Trigger -‐ Action -‐ Reward -‐ Investment
A
T A
R I
h k
HABITS ARE BUILT UPON like the layers of a pearl.
Triggers come in two flavors:EXTERNAL & INTERNAL
EXTERNAL TRIGGERSThe information for what to do next
is within the trigger.
Billboards SODA
INTERNAL TRIGGERSThe information for what to do next is informed through an association in the user’s memory.
Negative emotions are POWERFUL INTERNAL TRIGGERS.
lost
indecisivetense
fatiguedinferior
bored
confused
fear of loss
dissatisfiedpowerless
discouraged
lonesome
People who are DEPRESSED CHECK EMAIL MORE OFTEN. Source: Kotikalapudi et al 2012
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?
external triggers
of losing the moment.solves the pain
But is also a social network.
Urge to preserve
Stressed
Lonely
CuriousInsecurity
Bored
h k
TheSIMPLEST ACTIONin anticipation of a reward.
Scroll
Search
Play
According to BJ Fogg, for any behavior to occur, we need MOTIVATION, ABILITY, and a TRIGGER
b=m+a
“THE ENERGY FOR ACTION”mo·ti·va·tion
-‐Edward Deci
THERE ARE SIX FACTORS THAT CAN INCREASE MOTIVATION.
Seeking Pleasure Avoiding PainSeeking Hope Avoiding FearSeeking Acceptance Avoiding Rejection
Source: Dr. BJ Fogg, Stanford University
Seeking HOPE
Seeking PLEASURE
Seeking ACCEPTANCE
Avoiding FEAR
ABILITYthe capacity to do a particular action
Time%
$ Six$factors$can$increase$or$decrease$ability.%
Money% Physical%effort%
Brain%cycles% Social%deviance% Non8rou:ne%
Source:%Dr.%BJ%Fogg,%Stanford%University%
NOVELTY IS A LIABILITY.
Fogg Behavior Model
MO
TIV
ATIO
N
ABILITY
Level of of motivation and ability determines if action will occur.
Source: Dr. BJ Fogg, Stanford University
TRIGGER SUCCEEDS
TRIGGER FAILS
Simplicity is a
function of your scarcest resource at that
moment. -‐BJ Fogg
through the years
2009 2010 2011 2012 2013
2009 2010 2011 2012 2013
through the years
2009 2010 2011 2012 2013
through the years
h k
studied by Olds & Milner.
NUCLEUS It all starts with the
ACCUMBENS
Source: Olds and Milner, 1945
The nucleus accumbens is activated when
we crave.
Olds & Milner
Not exactly.
stimulatingpleasure?
Were
They were stimulating the STRESS OF DESIRE.
Our reward system activates with anticipation
Source: Knutson et al 2001
… and calms when we get what we want.
Source: Knutson et al 2001
That’s the ITCHwe seek to SCRATCH.
There is a way to supercharge the stress of desire.
IS FASCINATING.THE UNKNOWN
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
Habit-‐forming tech uses 1 OR MORE
TRIBE
SEARCH FORSOCIAL REWARDS
partnership
empathetic joy
competition
We Like social rewards.
We value recognition and cooperation
HUNT
SEARCH FORRESOURCES
Stems from the hunt for food and resources
Hunt for variable material rewards
Hunt for variable information rewards.
Hunters on
scroll pages.
SELF
SELF-‐ACHIEVEMENTSEARCH FOR
Leveling-‐up reflects MASTERY and COMPETENCY.
Inbox or task management reflects CONSISTENCY and COMPLETION.
WARNINGVariable rewards are not a free pass.
Your product still must address the itch.
h k
Users “invest” for future benefits.
Social Capital
Money
TimeEffort
Emotional Commitme
ntPersonal
Data
Investments increase the likelihood of the next pass
through the Hook in
TWOways.
1.INVESTMENTS LOAD THE NEXT TRIGGER OF THE HOOK.
Each new message posted on
is an open invitation for an external trigger to be returned.
Investing in Refresh, loads the next trigger
Loading the next trigger with Pin It button
INVESTMENTS STORE VALUE, erecting barriers to exit.2.
CONTENT
DATA
FOLLOWERS
REPUTATION
30
!INVESTMENTS!
CREATES !PREFERENCE.
h kThe$HOOK$is$an$experience$designed$to$
connect$the$user’s$problem$to$your$solu7on.$
h kWith%enough%frequency,%
A"HABIT"IS"FORMED."
-‐ A hook has 4 parts: -‐ Trigger -‐ Action -‐ Reward -‐ Investment
A
T A
R I
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?
THE MORALITYOF MANIPULATION
Designing habit-‐forming products is a form of manipulation.
What RESPONSIBILITY do we have when
changing user behavior?
THE WORLD IS FULL OF PROBLEMS TO FIX.
Help others find meaning. Engage them in something important.
Build the
THE WORLD.you want to see inCHANGE
h k1. Take the survey.
www.OpinionTo.Us !
2. Get the slides.
@nireyal www.nirandfar.com
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