In an age of increasing online distractions, companies need to form habits to stay relevant in users lives. Nir Eyal discusses the latest in Behavior Engineering to explain how businesses create indispensable products. Nir will walk through his innovative framework, which he calls the Desire Engine to explain the fundamental elements of habit formation.
- 1. Behavior EngineeringGamification SummitJune 21, 2012Nir Eyal NirAndFar.com@nireyal
2. WTF? businessesNirAndFar.com 3. Patterns NirAndFar.com 4. Vitamins or painkillers? NirAndFar.com 5. Selling painkillers- Obvious need - stop pain- Quantifiable market- Monetizable NirAndFar.com 6. Selling vitamins- Emotional need, not efficacy- Makes me feel good knowing...- Unknown market NirAndFar.com 7. Vitamins or painkillers? NirAndFar.com 8. Habit when not doingcauses pain. NirAndFar.com 9. Habit-forming technologyPleasure PainseekingalleviationVitamin PainkillerNirAndFar.com 10. "The Cigarette of this Century" - Ian Bogost NirAndFar.com 11. "We wanted flying cars, insteadwe got 140 characters." - Peter ThielNirAndFar.com 12. How engineerautomaticity?NirAndFar.com 13. Desire engines create habitsNirAndFar.com 14. The Desire EngineTrigger Action External InternalCommitment Var. Reward NirAndFar.com 15. Triggerexamples? NirAndFar.com 16. Trigger Examples External InternalAlarmsEmotions AdvertisingRoutinesCalls-to-action SituationsEmailsPlacesStoresPeople NirAndFar.com 17. Negative emotions provide internal triggers Dissatisfied Boredom Indecisive Lonesome Lost Fear TenseConfusion Fatigued Powerlessness Inferior Discouraged 18. Action NirAndFar.com 19. whendoing < thinking = action 20. Fogg Behavior ModelB = m.a.t.motivation triggers abilityNirAndFar.com 21. Behaviors to Actions with Cross-Functional Teams= marketingmotivationtriggers =interaction designability = product NirAndFar.com 22. Variable RewardNirAndFar.com 23. We crave predictability Variable rewardsdrive us nuts Compulsion to makesense of cause andeffect Dopamine systemdrives the search NirAndFar.com 24. The search for rewards theTribe thethe Hunt Self NirAndFar.com 25. Search for Social Rewards - Acceptance the - SexTribe- PowerNirAndFar.com 26. Search for Resources- Foodthe - Money Hunt - InformationNirAndFar.com 27. Search for Sensation- Mastery the- Consistency Self - Competency- PurposeNirAndFar.com 28. Var Rewards Levers Type Frequency Amplitude NirAndFar.com 29. Commitment NirAndFar.com 30. Commitment Where user does a bit of work. Pays with something of value: time, money, social capital, effort, data ...NirAndFar.com 31. Little commitments,big resultsGroup 1: 83% refusedGroup 2: 76% acceptedFreedman & Fraser, 1966NirAndFar.com 32. The logic of commitment Should I spend (time, money, effort ...) onthis? Only an idiot would spend on somethingnot good. Since I spent on it before and I am not anidiot, it must be good. Takeaway: Consistency is a cognitive hackProps to Jesse SchellNirAndFar.com 33. Commitments makethe next actionmore likely. NirAndFar.com 34. Desire Engine CanvasTrigger ActionCommitment Var. Reward NirAndFar.com 35. How to use aDesire Engine1. Think of what the INTERNAL TRIGGER will be. Whats the existing habit youre attaching to?2. Confirm the EXTERNAL TRIGGER touches the user near the existing habit. Ensure user understands what its for?3. Prompt the intended ACTION - Make sure its very simple and defined. Ex - We want user to scroll4. Add VARIABLE REWARDS - Mix the type (hunt, tribe, self), change frequency, and amplitude.5. Ask for the COMMITMENT - Does it increase the likelihood of next cycle?NirAndFar.com 36. Use this for good. NirAndFar.com 37. Examples if Time 38. Twitter (Consumer)T AFacebook, friend, email ...ScrollC VRInformationFollow(Hunt) NirAndFar.com 39. Twitter (Creator)TAApp icon, mention, message Re-Tweet orBoredom, curiosity,TweetLonesomeCVR Connect with Social feedback others: (Tribe) @ reply, DM ...NirAndFar.com 40. EmailT AIcon on phoneOpen unreadProcrastinate, anxiety, messagesthoughts of others....C VRTribe, hunt and Write backself NirAndFar.com 41. Farmville T A Facebook feed, email ...PlayBoredom, lonesome,loss aversion = anxiety C VR Build farm Points (hunt) Invite others Personalized Pay $ virtual goods (self)NirAndFar.com 42. Spectator sportsT AEverywhereWatchBoredom, anxiety ...C VRIdentify self as fan Outcome (Self)Buy stuffFandom - belonging (Tribe)Attend eventsCapturing the win (Hunt)NirAndFar.com 43. Shopping TAEverywhere BrowsePowerlessness,dissatisfaction, anxiety ... CVRBuy Hunting the object (Hunt)Brand selfShopping with friends (Tribe)Anchor priceCapturing the deal (Self)NirAndFar.com 44. Please raise your phone in the air. NirAndFar.com 45. Leave Feedback, Win aPrize!OpinionTo.us(slides at end of survey)Nir@NirAndFar.com 46. Tribe, Hunt, or Self? NirAndFar.com 47. Tribe, Hunt, or Self? NirAndFar.com 48. Tribe, Hunt, or Self? NirAndFar.com 49. Searching, searching andnever doneNirAndFar.com 50. The MDA Gaming ModelMechanics: The Rules and ActionsTriggerAction Aesthetics: EmotionalDynamics: Response GeneratedResponse Based on User InputCommitment Var. RewardNirAndFar.com 51. Habit Testing IdentifyFind habitualusers Modify CodifyAdapt user flowUnderstand based on commonalities learnings (Habit Path)NirAndFar.com 52. Products must adapt