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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.
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Behavior Engineering
Gamification SummitJune 21, 2012
Nir EyalNirAndFar.com
@nireyal
“WTF? businesses”
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PatternsPatterns
Vitamins or painkillers?
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Selling painkillers
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- Obvious need - stop pain- Quantifiable market- Monetizable
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Selling vitamins
- Emotional need, not efficacy- “Makes me feel good knowing...”- Unknown market
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Vitamins or painkillers?
Habit when not doing
causes pain.
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Habit-forming technology
VitaminPainkill
er
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Pleasure
seeking
Pain alleviatio
n
"The Cigarette of this Century" - Ian Bogost
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"We wanted flying cars, instead we got 140 characters." - Peter Thiel
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How engineer automaticity?
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Desire engines create habits
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The Desire EngineTrigger Action
Var. RewardCommitment
ExternalInternal
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Trigger
examples?
Trigger ExamplesExternal Internal
AlarmsAdvertising
Calls-to-actionEmailsStores
EmotionsRoutinesSituations
PlacesPeople
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DissatisfiedIndecisiveLostTenseFatiguedInferior
Negative emotions provide internal
triggersBoredom LonesomeFearConfusionPowerlessnessDiscouraged
Action
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when
doing < thinking
=
action
triggers
ability
B = m.a.t.
Fogg Behavior Modelm
oti
vati
on
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triggers = interaction design
ability = product
Behaviors to Actions with Cross-Functional Teams
moti
vati
on
=
mark
eti
ng
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Variable Reward
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We crave predictability
•Variable rewards drive us nuts
•Compulsion to make sense of cause and effect
•Dopamine system drives the search
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The search for rewards
the the HuntHunt
the the TribeTribe
the the SelfSelf
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Search for Social Rewards
thetheTribeTribe
- Acceptance- Sex- Power
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Search for Resources
thetheHuntHunt
- Food- Money- Information
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Search for Sensation
thetheSelfSelf
- Mastery- Consistency- Competency- Purpose
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Var Rewards Levers
•Type
•Frequency
•Amplitude
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Commitment
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Commitment
•Where user does a bit of “work.”
•“Pays” with something of value: time, money, social capital, effort, data ...
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Little commitments,
big results
Group 1: 83% refused
Group 2: 76% accepted
NirAndFar.comFreedman & Fraser, 1966
The logic of commitment•Should I ‘spend’ (time, money,
effort ...) on this?
•Only an idiot would ‘spend’ on something not good.
•Since I spent on it before and I am not an idiot, it must be good.
•Takeaway: Consistency is a cognitive hack
NirAndFar.comProps to Jesse Schell
Commitments make the next
action more likely.
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Desire Engine Canvas
Trigger Action
Var. RewardCommitment
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How to use a Desire Engine
1. Think of what the INTERNAL TRIGGER will be. What’s the existing habit you’re attaching to?
2. Confirm the EXTERNAL TRIGGER touches the user near the existing habit. Ensure user understands “what it’s for?”
3. Prompt the intended ACTION - Make sure it’s very simple and defined. Ex - We want user to scroll
4. 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
Use this for good.
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Examples if Time
Twitter (Consumer)T A
VRC
Facebook, friend, email ...
Scroll
Information(Hunt)
Follow
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Twitter (Creator)T A
VRC
App icon, mention, messageRe-Tweet or Tweet
Social feedback(Tribe)
Connect with others: @ reply, DM ...
Boredom, curiosity, Lonesome
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EmailT A
VRC
Icon on phone Open unread messages
Write back
Procrastinate, anxiety, thoughts of others....
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Tribe, hunt and self
FarmvilleT A
VRC
Facebook feed, email ... Play
• Build farm• Invite others• Pay $
Boredom, lonesome,loss aversion = anxiety
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• Points (hunt)• Personalized virtual goods (self)
Spectator sportsT A
VRC
Watch
Outcome (Self)Fandom - belonging (Tribe)Capturing the win (Hunt)
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Boredom, anxiety ...
Everywhere
Identify self as fanBuy stuffAttend events
ShoppingT A
VRC
Browse
Hunting the object (Hunt)Shopping with friends (Tribe)Capturing the deal (Self)
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Powerlessness, dissatisfaction, anxiety ...
Everywhere
BuyBrand selfAnchor price
Please raise your phone in the air.
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Tribe, Hunt, or Self?
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Tribe, Hunt, or Self?
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Tribe, Hunt, or Self?
•Searching, searching and never done
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The MDA Gaming Model
Trigger Action
Var. RewardCommitmentNirAndFar.com
Mechanics: The Rules and Actions
Mechanics: The Rules and Actions
Dynamics:Response Based on User
Input
Dynamics:Response Based on User
Input
Aesthetics: Emotional Response Generated
Aesthetics: Emotional Response Generated
Habit Testing
Identify Identify Find habitual Find habitual
usersusers
Codify Codify Understand Understand
commonalities commonalities (Habit Path)(Habit Path)
ModifyModifyAdapt user flow Adapt user flow
based on based on learnings learnings
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Products must adapt
