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In an age of ever-increasing distractions, quickly creating customer habits is an important characteristic of successful products. In this talk, Nir Eyal shares his approach for product design thinking in a collaborative world.
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Hooked @nireyal!
Products can profoundly CHANGE OUR BEHAVIORS.!
100’s of millions of users…
…and 100’s of millions of dollars.
P A
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
Triggers come in two flavors:
EXTERNAL & INTERNAL!
EXTERNAL TRIGGERS The informa?on for what to do next
is within the trigger.
Billboards SODA
INTERNAL TRIGGERS The informa?on for what to do next is informed through an associa?on in the user’s memory.!
Nega?ve emo?ons are POWERFUL INTERNAL TRIGGERS.!
lost!
indecisive
tense
faDgued inferior
bored
confused
fear of loss
dissaDsfied
powerless
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
Curious Insecurity
Bored
The!SIMPLEST BEHAVIOR
in an?cipa?on 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 Pleasure Avoiding Pain Seeking Hope Avoiding Fear Seeking Acceptance Avoiding Rejection!
Source: Dr. BJ Fogg, Stanford University
ABILITY
the capacity to do a particular action
Fogg Behavior Model
MO
TIVA
TIO
N
ABILITY
Level of moDvaDon and ability determines if acDon 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 ac?vated when
we crave.!
Olds & Milner!
Not exactly.
stimulating
pleasure?
Were
They were s?mula?ng the STRESS OF DESIRE.!
Our reward system ac?vates with an?cipa?on!
Source: Knutson et al 2001
… and calms when we get what we want.!
Source: Knutson et al 2001
That’s the ITCH
we 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 s?mulated by variability.!
3 types of VARIABLE REWARDS!
TRIBE HUNT SELF
Habit-‐forming tech uses 1 OR MORE
TRIBE
SEARCH FOR
SOCIAL REWARDS
partnership
empathetic joy
competition
We Like social rewards.!
We value recogni?on and coopera?on!
HUNT
SEARCH FOR
RESOURCES
Stems from the hunt for food and resources!
Hunt for variable material rewards!
Hunt for variable informa?on rewards.!
SELF
SELF-‐ACHIEVEMENT
SEARCH FOR
Leveling-‐up reflects MASTERY and COMPETENCY.!
Inbox or task management reflects CONSISTENCY and COMPLETION.!
WARNING
Variable rewards are not a free pass. Your product s?ll must address the itch.!
Build variable rewards that scratch the users itch, but leave them wan?ng more.!
Users “invest” for future benefits.
Social Capital
Money
Time Effort
Emotional Commitmen
t Personal
Data
Investments increase the likelihood of the next pass
through the Hook in
TWO ways.!
1.
INVESTMENTS LOAD THE
NEXT TRIGGER OF THE HOOK.
Each new message posted on!
is an open invita?on for an external trigger to be returned.!
Loading the next trigger with Pin It bu^on !
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: NirAndFar.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 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?
THE MORALITY!
OF MANIPULATION
Designing habit-‐forming products is a form of manipula?on.!
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 in CHANGE
Take the survey. Get the slides.
www.OpinionTo.Us
@nireyal www.nirandfar.com
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