Transcript
h kHooked
@nireyal
Products can profoundly CHANGE OUR BEHAVIORS.
PA TT E
SNR
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100’s of millions of users…
…and 100’s of millions of dollars.
I wrote this …
… more at: NirAndFar.com
A BEHAVIOR DONE WITH
CONSCIOUS THOUGHT
LITTLE OR NO hab·it
Habits can be used for good.
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:"
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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
fatigued
inferior
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
CuriousFOMOBored
h k
TheSIMPLEST BEHAVIOR
in anticipation of a reward.
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According to BJ Fogg, for any behavior to occur, we need MOTIVATION, ABILITY, and a TRIGGERb=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 FearSeeking Acceptance Avoiding Rejection
Source: Dr. BJ Fogg, Stanford University
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%
Fogg Behavior Model
MO
TIV
ATIO
N
ABILITY
Level of motivation and ability determines if action will occur.
Source: Dr. BJ Fogg, Stanford University
TRIGGER SUCCEEDS
TRIGGER FAILS
through the years
2009 2010 2011 2012 2015
2009 2010 2011 2012
through the years
2015
2009 2010 2011 2012 2015
through the years
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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 UNKNOWNVariability causes us to
focus and engage
…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.
HUNT
SEARCH FORRESOURCES
Stems from the hunt for food and resources
Hunt for variable material rewards
Hunt for variable information rewards.
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.
Build variable rewards that scratch the users itch, but leave them wanting more.
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Users “invest” for future benefits.
SocialCapital
Money
TimeEffort
EmotionalCommitmen
tPersonal
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
h kThe$HOOK$is$an$experience$designed$to$
connect$the$user’s$problem$to$your$solu7on.$
Each pass through the Hook helps SHAPE USER PREFERENCES AND ATTITUDES.
That was a lot!
… more on Nov 6th.
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.
Users take our technologies to bed.
They check our devices before saying “good morning” to loved ones.
Quite possibly, the “CIGARETTE OF THIS CENTURY.”- Ian Bogost
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.
We can DESIGN HEALTHY HABITS
Photo:
Build the
THE WORLD.
you want to see inCHANGE
h kTake the survey. Get the slides.
www.OpinionTo.Us
@nireyalwww.NirAndFar.com
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