Beh Eng (Innovation Norway)

7/31/2019 Beh Eng (Innovation Norway)

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Behavior by Design

Innovation NorwayMay 22, 2012

Nir EyalNirAndFar.com

@nireyal


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Who is this for?

NirAndFar.com


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The frustrated creator

NirAndFar.com


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NirAndFar.com


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Me

NirAndFar.com


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NirAndFar.com

So I looked for patterns


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OMG? businesses

NirAndFar.com


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Vitamins or painkillers?

NirAndFar.com


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Selling painkillers

NirAndFar.com

- Obvious need - stop pain- Quantiable market- Monetizable


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NirAndFar.com

Selling vitamins

- Emotional need, not efcacy- Makes me feel good knowing...- Only viable business if habit


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NirAndFar.com

Vitamins or painkillers?


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Habit whennot doing it

causes you pain.

NirAndFar.com


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Habit-forming technology

Vitamin Painkiller

NirAndFar.com

Pleasure

seeking

Pain

alleviation


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Why am I here?

NirAndFar.com


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1. Help you understandyour own behavior.

NirAndFar.com


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Access+ Speed+ Data

High addictive potentialNirAndFar.com


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Behavior engineering isa Super Power

... can be used for goodor evil.

NirAndFar.com


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2. Help you build stuff to hel us all.

NirAndFar.com


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"We wanted ying cars, insteadwe got 140 characters."

- Peter Thiel

NirAndFar.com


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Nirs Rule:

Users interests=

Designers interestsNirAndFar.com


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Your challenge:

More distractions

Harder to nd new users Viral channels are dying

NirAndFar.com


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Habit ScoreHighLow

V i r a l

C o e

f c

i e n t

( K )

Leaky Bucket Rocket Ship

CommitmentBusiness

GarbageK < 1

K >1

Facebook, Paypal, Pinterest

Evernote, Pandora, Amazon

Spammy apps

Habits > Viral

NirAndFar.com


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Evernote Smile Graph

NirAndFar.com


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Too many great ideasdie before their time.

NirAndFar.com


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Lets get started

NirAndFar.com


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Automaticity

NirAndFar.com


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What is automaticity for?

NirAndFar.com

- Ability to learn

- Saves energy of effort- Speeds decisions- Keeps us safe- Allows multitasking- Smaller heads


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How engineerautomaticit ?

NirAndFar.com


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The long way:Re etition

NirAndFar.com


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The shortcut:Desire

NirAndFar.com


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Desire engines create habits

NirAndFar.com


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The Desire EngineTrigger Action

Var. RewardCommitment

External

Internal

NirAndFar.com


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Can anything become a habit?Higher habit potential if:

- Fast cyclesComplete all four steps witheach visit

- Frequent revolutionsReward consistency andfrequency


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NirAndFar.com

Trigger

exam les?


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Trigger ExamplesExternal Internal

AlarmsAdvertising

Calls-to-actionEmailsStores

EmotionsRoutinesSituations

PlacesPeople

NirAndFar.com


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DissatisedIndecisiveLostTenseFatiguedInferior

Negative emotions provideinternal triggers

BoredomLonesomeFearConfusionPowerlessnessDiscouraged


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Action

NirAndFar.com


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whendoing < thinking

=

action


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triggers

ability

B = m.a.t.

Fogg Behavior Model

m o t i v a t i o n

NirAndFar.com


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ability

Factors of abilityTimeMoneyPhysical effortBrain cyclesSocial devianceNon-routine

NirAndFar.com


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m o t i v a t i o n

Motivators for

BehaviorSeek:

PleasureHope

Acceptance

Avoid:PainFear

Rejection

SensationAnticipation

Social Cohesion

NirAndFar.com


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How likely is theintended action?

B = m.a.t.


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Sufcient motivation,high ability, clear triggers


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triggers =user experience

ability = product design

Behaviors into Actions

m o t i v a t i o n

= m a r

k e

t i n g

NirAndFar.com


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Variable Reward

NirAndFar.comexam les?


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We crave predictability Variable rewards

drive us nuts Compulsion to make

sense of cause andeffect

Dopamine systemdrives the search

NirAndFar.com


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Curious by nature

NirAndFar.com


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The search for rewards

theHunt

theTribe

theSelf

NirAndFar.com


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Search for SocialRewards

theTribe

- Acceptance- Sex- Power

NirAndFar.com


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Search for Resources

theHunt

- Food- Money- Information

NirAndFar.com


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Search for Sensation

theSelf

- Mastery- Consistency- Competency- Purpose

NirAndFar.com


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Tribe, Hunt, or Self?

NirAndFar.com


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NirAndFar.com


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NirAndFar.com



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NirAndFar.com



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Searching, searching andnever done

NirAndFar.com


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Var Rewards Levers

Type Frequency

AmplitudeNirAndFar.com


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Commitment

NirAndFar.com


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Commitment

Where user does abit of work.

Pays with time,money, social capital,

or data

NirAndFar.com


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Commitments makethe next action

more likely.

NirAndFar.com


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Little commitments,big results

Group 1:83% refused

Group 2:76% accepted

NirAndFar.comFreedman & Fraser, 1966


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Commitments areabout consistency of

self-image.

NirAndFar.com


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NirAndFar.com


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FarmvilleT A

VRC

NirAndFar.com

????

Facebook feed, email ...

????

????


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FarmvilleT A

VRC

Play

NirAndFar.com

????


????


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FarmvilleT A

VRC

Play

Points (hunt) Personalizedvirtual goods (self)

NirAndFar.com

????



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FarmvilleT A

VRC

Play

Build farm Invite others Pay $

NirAndFar.com



????


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FarmvilleT A

VRC

Facebook feed, email ...Play

Build farm Invite others Pay $

Boredom, lonesome,loss aversion = anxiety

NirAndFar.com



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EmailT A

VRC

Icon on phone

NirAndFar.com

???? ????

????

????


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EmailT A

VRC

Icon on phone Open unread

messages

NirAndFar.com

Tribe, hunt andself ????

????


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EmailT A

VRC


messages

Write back

NirAndFar.com

Tribe, hunt andself

????


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EmailT A

VRC


messages

Write back

Procrastinate, anxiety,thoughts of others....

NirAndFar.com

Tribe, hunt andself


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Use this for good.

NirAndFar.com


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Desire Engine CanvasTrigger Action

Var. RewardCommitment

NirAndFar.com


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How to use a

Desire Engine1. Think of what the INTERNAL TRIGGER will be. Whats the

existing habit youre attaching to?

2. Conrm the EXTERNAL TRIGGER touches the user nearthe existing habit. Ensure user understands what its for?

3. Prompt the intended ACTION - Make sure its very simpleand dened. Ex - We want user to scroll

4. Add VARIABLE REWARDS - Mix the type (hunt, tribe, self),change frequency, and amplitude.

5. Ask for the COMMITMENT - Does it increase the likelihoodof next cycle?

NirAndFar.com


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To increase automaticity:- Increase speed through eachengine.- Increase number of engines inuser ow.- Keep steps of engine novel.

NirAndFar.com


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To break automaticity:

- Remove the desire engine

altogether.- Create space between steps toslow engine.

- Allow novelty to decay, becomespredictable.

NirAndFar.com


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Please raise your phonein the air.

NirAndFar.com


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Documents

Beh Eng (Innovation Norway)