h k Hooked @nireyal
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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
?
I wrote this …
… more at: NirAndFar.com
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?
Images of chocolate bring both pleasure and stress to “cravers.”
Source: Rodriguez et al 2005
The brain associates behaviors that PROVIDE A SOLUTION
to whatever problem it encounters.
THE USER INITIALLY COMES TO SEEK PLEASURE.The product soon becomes an important part of her life.
When we FEEL AN ITCHwe seek to SCRATCH IT.
The SOLUTION TO OUR DISCOMFORT is found in the product’s use.
STRESS is a precondition for addiction.
Source: Heilig and Koob 2007
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
HEALTHTAP
REV
BIA
LUMO
7 CUPS
EMODT
PANTRY LABS
Habits can be used for good.
REFRESH.IO
1. FREQUENCY
Source: Judah, G; Gardner, B; Aunger, R; 2013
2. ATTITUDE CHANGE Source: Judah, G; Gardner, B; Aunger, R; 2013
Harnessing
VERY GOODHABITS can be
FOR BUSINESS.
Creating consumer habits drives
HIGHER CUSTOMERLIFETIME VALUE (CLTV).
Creating consumer habits gives companies GREATER FLEXIBILITYTO INCREASE PRICES.
Creating consumer habits
SUPERCHARGESGROWTH.
Creating consumer habits
INCREASES DEFENSIBILITY.
However, forming new habits is HARD WORK
AND EXCEPTIONALLY RARE.
But 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.+
NOW IT IS
YOUR TURN
❑ Get into groups of 2 or 3. !
❑ Describe your businesses. !
❑ Why does your business require habits?
5 min
!❑ What problem are users
coming to solve? !❑ How do they currently
solve the problem and why does it need a solution?
!❑ How frequently do you
expect users to engage? !
❑ What action do you want to make into a habit?
10 min
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
Optimizing external triggers = Growth Hacking
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?
Jack Dorsey on Narratives
IT#ALL#STARTS#WITH#A#NARRATIVE.!“(If)!you!want!to!build!a!product!that!is!relevant!to!folks,!you!need!to!put!yourself!in!their!shoes!and!you!need!to!write!a!story!from!their!side.”!.#Jack#Dorsey#
1952
INSTANT CAKE MIX WAS A MARKETING FAILURE. Betty Crocker assumed that customers wanted convenience but “Just add water” did not sell.
Source: “Finding Betty Crocker”, Susan Marks
WHY DO WE MAKE CAKE? to give and receive love from people we care about.
DEPRECATED A FEATURE
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
YOUR TURN TO
BUILD A NARRATIVE
BUILD YOUR NARRATIVE !❑ Who is the user? !❑ What are they doing right
before your intended habit?
5 min
INTERNAL TRIGGERS !❑ Come up with 3 internal
trigger hypotheses (emotions, routines, situations…)
!❑ Which internal trigger
occurs most often? !❑ Every time _______ ,
the user ________.
5 min
EXTERNAL TRIGGERS !❑ Where and when can you
insert your external triggers?
!❑ How can you be in front
of the user when her internal trigger fires? !
❑ What’s the right place, right time? !
❑ Think of 3 “rational ideas” and 3 “crazy ideas.”
5 min
HYPOTHESIS HOMEWORK !❑ Are your assumptions
correct? !
❑ Is your narrative really happening? !
❑ “Get out of the building.” – Steve Blank !
❑ Test your biggest assumptions first and cheaply.
Take 10 Min
“Hook” by Blues Traveler
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+t
“THE ENERGY FOR ACTION”mo·ti·va·tion
-‐Edward Deci
THERE ARE SIX FACTORS THAT CAN INCREASE MOTIVATION.
Seeking PleasureAvoiding PainSeeking HopeAvoiding Fear Seeking AcceptanceAvoiding Rejection
Source: Dr. BJ Fogg, Stanford University
Seeking HOPE
Seeking PLEASURE
Avoiding FEAR
Seeking ACCEPTANCE
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.
LOOK FOR OLD HABITS
Fogg Behavior Model
MOTIV
ATION
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
Should designers MOVE MOTIVATION OR ABILITY FIRST?
You can try to increase motivation…
…but you’ll often get the same results.
Move abilitybefore motivation.
Focus on simplicity.
through the years
2009 2010 2011 2012 2013
2009 2010 2011 2012 2013
through the years
2009 2010 2011 2012 2013
through the years
YOUR TURN TO
SIMPLIFY THE ACTION
Users are on a path to solving a problem.
Internal Trigger
Product Interface
Reward/Pain Alleviation
users take action to alleviate pain.
Internal Trigger
Product Interface 1. Open App 2. Log-‐in (sometimes) 3. Scroll & Read
Reward/Pain Alleviation
Map the path users take to scratch their itch.10 min
Find the “scarcest resource” !❑ Review your flow. Where is
the action most difficult? !
❑ Which resource is lacking?
!!!!
!❑ What are 3 testable ways to
make the action easier?
•Time •Money •Physical effort •Brain cycles (too confusing) •Social deviance (outside norm) •Non-‐routine (too new)
5 min
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
partnershipempathetic joy competition
We Like social rewards.
We LOVE our tribes.
We value recognition and cooperation
But social rewards must come from people, not machines.
HUNT
SEARCH FORRESOURCES
Stems from the hunt for food and resources
Hunt for variable material rewards
Hunt for variable material rewards
Hunters at
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.
Do your users feel in control?
AUTONOMY IS A PRE-‐REQUISITE.
Source: Deci and Ryan on Self-‐Determination Theory
Beware of FINITE VARIABILITY.
INFINITE VARIABILITY sustains interest longer.
Build variable rewards that satiate the users itch, but leave them wanting more.
YOUR TURN TO
REWARD YOUR USERS
❑ Review your flow. Is the reward fulfilling, yet leaves the user wanting more? !
❑ Brainstorm 3 ways users search for variable reward. •Rewards of the Tribe -‐ gratification from others. •Rewards of the Hunt -‐ things, money or information. •Rewards of the Self -‐ mastery, completion, competency, consistency.
10 min
h k
Users “invest” for future benefits.
Social Capital
Money
TimeEffort
Emotional CommitmentPersonal
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.
Loading the next trigger with Pin It button
External Trigger: Facebook, Twitter, WOM Interesting objects (Hunt)
ScrollRe-‐pin, follow, comment
The Hook
(Early User – “Consumer” )
What did friend post? (Tribe) Interesting objects (Hunt)
Log-‐inInstall Pin It button, Pin,
Re-‐pin, follow, comment
(Experienced User – “Curators”)
External Trigger: Emails and notifications
Internal Trigger: Fear of losing content, boredom
The Hook
INVESTMENTS STORE VALUE, improving the product with use.2.
CONTENT
DATA
FOLLOWERS
REPUTATION
30
!INVESTMENTS!
CREATES !PREFERENCE.
Self-made Origami
$0.23
We value things more when
Expert Origami
$0.27
we put work into them.
Source: Ariely, Mochon, and Norton, 2012
3rd Party Bids
$0.05
CAREFULLYDRIVEPlease
Group 1 76%
Group 2 17%
As we invest, we seek to be consistent with our past behaviors.
Source: Freedman & Fraser, 1966
Source: Jon Esler, 1983
Changing attitude and perception to avoid COGNITIVE DISSONANCE.
We change our tastes and preferences.
Dr. Jesse Schell, Professor of Game Design, Carnegie Mellon University
Rationalization & Commitment
YOUR TURN TO
GET USERS TO INVEST
❑ Review your flow. What “bit of work” are your users doing to increase the likelihood of returning? !
❑ Brainstorm 3 ways to add small investments into your user experience to: •Load the Next Trigger •Store Value
10 min
h kThe$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.
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.
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 Bogust
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
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