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  

POCKET  

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