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.

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connect$the$user’s$problem$to$your$solu7on.$

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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

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TheSIMPLEST BEHAVIOR

in anticipation of a reward.

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Search

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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