Nir Eyal, Hooked: How to Build Addicting Products // November 2014

Hooked

@nireyal

Products can profoundly

CHANGE OUR BEHAVIORS.

A BEHAVIOR DONE WITH

CONSCIOUS THOUGHT

LITTLE OR NO

hab·it

Triggers come in two flavors:

EXTERNAL & INTERNAL

EXTERNAL TRIGGERSThe information for what to do next

is within the trigger.

BillboardsSODA

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?

The

SIMPLEST BEHAVIORin anticipation of a reward.

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According to BJ Fogg, for any behavior to occur, we need MOTIVATION, ABILITY, and a TRIGGER

b=m+a+t

“THE ENERGY FOR ACTION”

mo·ti·va·tion

-Edward Deci

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

ABILITYthe capacity to

do

a particular

action

Fogg Behavior Model

MO

TIV

AT

ION

ABILITY

Level of motivation and ability determines if action will occur.

Source: Dr. BJ Fogg, Stanford University

TRIGGER SUCCEEDS

TRIGGER FAILS

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.

stimulating

pleasure?

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

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

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

Users “invest” for future benefits.

SocialCapital

Money

TimeEffort

Emotional

Commitment

Personal 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.

INVESTMENTS STORE VALUE, improving the product with use.2.

CONTENT

DATA

FOLLOWERS

REPUTATION

30

Each pass through the Hook helps SHAPE USER PREFERENCES AND ATTITUDES.

That was a lot!

… more at: HookModel.com

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 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

Take the survey. Get the slides.

www.OpinionTo.Us

@nireyalwww.nirandfar.com