Hooked – How to Build Habit-Forming Products - Nir Eyal

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    12-Nov-2014

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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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  • 1. Hooked@nireyal!

2. ProductscanprofoundlyCHANGEOURBEHAVIORS.! 3. 100sofmillionsofusersand100sofmillionsofdollars. 4. AP 5. habitABEHAVIORDONEWITH!LITTLEORNOCONSCIOUSTHOUGHT 6. HEALTHTAPLUMOREFRESH.IOHabits can be used forgood.!REVPOCKETBIA7CUPSEMODTPANTRY 7. Triggerscomeintwoflavors:EXTERNAL&INTERNAL! 8. EXTERNALTRIGGERSTheinforma?onforwhattodonextiswithinthetrigger.BillboardsSODA 9. INTERNALTRIGGERSTheinforma?onforwhattodonextisinformedthroughanassocia?onintheusersmemory.! 10. Nega?veemo?onsarePOWERFULINTERNALTRIGGERS.!lonesomeindecisivetensepowerlessdissaDsfiedinferiorlost!faDguedconfusedboredfearoflossdiscouraged 11. PeoplewhoareDEPRESSEDCHECKEMAILMOREOFTEN.!Source: Kotikalapudi et al2012 12. WhenwefeelLONELYweuse! 13. WhenwefeelUNSUREweuse 14. WhenweareBOREDweuse 15. Do you know your customers !INTERNAL TRIGGER? 16. Whattriggersmakesohabit-forming?! 17. externaltriggers! 18. solvesthepainoflosingthemoment.! 19. Butisalsoasocialnetwork.StresseUrge topreservedLonelyCuriousInsecurityBored 20. The!SIMPLESTBEHAVIORinan?cipa?onofareward. 21. Scroll! 22. Search! 23. Play 24. b=m+a+tAccordingtoBJFogg,foranybehaviortooccur,weneedMOTIVATION,ABILITY,andaTRIGGER 25. THEENERGYFORACTION! motivation-Edward Deci 26. THEREARESIXFACTORSTHATCANINCREASEMOTIVATION.SeekingPleasureAvoidingPainSeekingHopeAvoidingFearSeekingAcceptanceAvoidingSource:Dr.BJFogg,StanfordUniversity 27. ABILITYthe capacity to doa particular action 28. MOTIVATIONFoggBehaviorModelLevelofmoDvaDonandabilitydeterminesifacDonwilloccur.TRIGGERSUCCEEDSABILITSource:Dr.BJFogg,StanfordUniversityTRIGGERFAILS 29. ItallstartswiththeNUCLEUSACCUMBENSstudiedbyOlds&Milner.!Source:OldsandMilner,1945 30. Thenucleusaccumbensisac?vatedwhenwecrave.! 31. WereOlds &Milner!Notexactly.stimulatingpleasure? 32. Theyweres?mula?ngtheSTRESSOFDESIRE.! 33. Ourrewardsystemac?vateswithan?cipa?on!Source:Knutsonetal2001 34. andcalmswhenwegetwhatwewant.!Source:Knutsonetal2001 35. ThatstheITCHweseektoSCRATCH. 36. Thereisawaytosuperchargethestressofdesire.! 37. THEUNKNOWNISFASCINATING.!Variabilitycausesustofocusandengagement 38. andincreasesbehavior. 39. Thenucleusaccumbensiss?mulatedbyvariability.! 40. 3typesofVARIABLEREWARDS!TRIBEHUNTSELFHabit-formingtechuses1ORMORE 41. SEARCHFORSOCIALREWARDSTRIBE 42. partnershipempathetic joycompetition 43. WeLikesocialrewards.! 44. Wevaluerecogni?onandcoopera?on! 45. SEARCHFORRESOURCESHUNT 46. Stemsfromthehuntforfoodandresources! 47. Huntforvariablematerialrewards! 48. Huntforvariableinforma?onrewards.! 49. SEARCHFORSELF-ACHIEVEMENTSELF 50. Leveling-upreflectsMASTERYandCOMPETENCY.! 51. InboxortaskmanagementreflectsCONSISTENCYandCOMPLETION.! 52. WARNINGVariablerewardsarenotafreepass.Yourproducts?llmustaddresstheitch.! 53. Buildvariablerewardsthatscratchtheusersitch,butleavethemwan?ngmore.! 54. Usersinvestforfuturebenefits.MoneySocialCapitalTimeEmotionalCommitmentEffortPersonalData 55. Investments increase thelikelihood of the next passthrough the Hook inTWOways.! 56. 1.INVESTMENTSLOADTHENEXTTRIGGEROFTHEHOOK. 57. Eachnewmessagepostedon! 58. isanopeninvita?onforanexternaltriggertobereturned.! 59. LoadingthenexttriggerwithPinItbu^on! 60. INVESTMENTSSTOREVALUE,improvingtheproductwithuse.! 2. 61. CONTENT 62. DATA 63. FOLLOWERS! 64. REPUTATION30 65. EachpassthroughtheHookhelpsSHAPEUSERPREFERENCESANDATTITUDES.! 66. Thatwasalot!moreat:NirAndFar.com 67. TheHOOKCanvas1.Whatinternaltriggeristheproductaddressing?2.Whatexternaltriggergetstheusertotheproduct?4.Istherewardfulfilling,yetleavestheuserwan?ngmore?3.Whatisthesimplestbehaviorinan?cipa?onofreward?5.Whatbitofworkisdonetoincreasethelikelihoodofreturning? 68. THEMORALITY!OFMANIPULATION 69. Designinghabit-formingproductsisaformofmanipula?on.! 70. Userstakeourtechnologiestobed.! 71. Theycheckourdevicesbeforesayinggoodmorningtolovedones.! 72. Quitepossibly,theCIGARETTEOFTHISCENTURY.- Ian Bogust! 73. What!RESPONSIBILITYdowehavewhenchanginguserbehavior? 74. THEWORLDISFULLOFPROBLEMSTOFIX.!Helpothersfindmeaning.Engagetheminsomethingimportant. 75. BuildtheCHANGEyouwanttoseeinTHEWORLD. 76. Takethesurvey.Gettheslides.www.OpinionTo.Us@nireyalwww.nirandfar.com