Nir Eyal - "The Automatic Customer: How to Design User Behavior"

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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

2. WTF? 3. Patterns 4. Vitamins or painkillers? 5. Selling painkillers- Obvious need - stop pain- Quantifiable market- Monetizable 6. Selling vitamins- Emotional need, not efficacy- Makes me feel good knowing...- Unknown market 7. Vitamins or painkillers? 8. Habit when not doingcauses pain. 9. Habit-forming technologyPleasure PainseekingalleviationVitamin 10. "The Cigarette of this Century" - Ian Bogost 11. "We wanted flying cars, insteadwe got 140 characters." - Peter 12. How engineerautomaticity? 13. Desire engines create 14. The Desire EngineTrigger Action External InternalCommitment Var. Reward 15. Triggerexamples? 16. Trigger Examples External InternalAlarmsEmotions AdvertisingRoutinesCalls-to-action SituationsEmailsPlacesStoresPeople 17. Negative emotions provide internal triggers Dissatisfied Boredom Indecisive Lonesome Lost Fear TenseConfusion Fatigued Powerlessness Inferior Discouraged 18. Action 19. whendoing < thinking = action 20. Fogg Behavior ModelB = m.a.t.motivation triggers 21. Behaviors to Actions with Cross-Functional Teams= marketingmotivationtriggers =interaction designability = product 22. Variable 23. We crave predictability Variable rewardsdrive us nuts Compulsion to makesense of cause andeffect Dopamine systemdrives the search 24. The search for rewards theTribe thethe Hunt Self 25. Search for Social Rewards - Acceptance the - SexTribe- 26. Search for Resources- Foodthe - Money Hunt - 27. Search for Sensation- Mastery the- Consistency Self - Competency- 28. Var Rewards Levers Type Frequency Amplitude 29. Commitment 30. Commitment Where user does a bit of work. Pays with something of value: time, money, social capital, effort, data 31. Little commitments,big resultsGroup 1: 83% refusedGroup 2: 76% acceptedFreedman & Fraser, 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 33. Commitments makethe next actionmore likely. 34. Desire Engine CanvasTrigger ActionCommitment Var. Reward 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? 36. Use this for good. 37. Examples if Time 38. Twitter (Consumer)T AFacebook, friend, email ...ScrollC VRInformationFollow(Hunt) 39. Twitter (Creator)TAApp icon, mention, message Re-Tweet orBoredom, curiosity,TweetLonesomeCVR Connect with Social feedback others: (Tribe) @ reply, DM 40. EmailT AIcon on phoneOpen unreadProcrastinate, anxiety, messagesthoughts of others....C VRTribe, hunt and Write backself 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) 42. Spectator sportsT AEverywhereWatchBoredom, anxiety ...C VRIdentify self as fan Outcome (Self)Buy stuffFandom - belonging (Tribe)Attend eventsCapturing the win (Hunt) 43. Shopping TAEverywhere BrowsePowerlessness,dissatisfaction, anxiety ... CVRBuy Hunting the object (Hunt)Brand selfShopping with friends (Tribe)Anchor priceCapturing the deal (Self) 44. Please raise your phone in the air. 45. Leave Feedback, Win aPrize! at end of survey) 46. Tribe, Hunt, or Self? 47. Tribe, Hunt, or Self? 48. Tribe, Hunt, or Self? 49. Searching, searching andnever 50. The MDA Gaming ModelMechanics: The Rules and ActionsTriggerAction Aesthetics: EmotionalDynamics: Response GeneratedResponse Based on User InputCommitment Var. 51. Habit Testing IdentifyFind habitualusers Modify CodifyAdapt user flowUnderstand based on commonalities learnings (Habit Path) 52. Products must adapt