How To Drive User Engagement By Creating Habits

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In an age of ever-increasing distractions, quickly creating customer habits is an important characteristic of successful products. How do companies create products people use every day? What are the secrets of building services customers love? How can designers create products compelling enough to “hook” users? Companies need to know how to harness the power of hooks to improve peoples’ lives. This presentation provides a powerful toolkit and framework for creating better products.

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How To Drive User Engagement By Creating Habits

  1. 1. #B2Conline How To Drive User Engagement By Creating Habits Presenter: Nir Eyal Author, Speaker, Consultant at NirAndFar.com @nireyal
  2. 2. #B2Conline Hooked @nireyal
  3. 3. Products can profoundly #B2Conline CHANGE OUR BEHAVIORS.
  4. 4. 100’s of millions of users… …and 100’s of millions of dollars. #B2Conline
  5. 5. #B2Conline
  6. 6. I wrote this … #B2Conline … more at: NirAndFar.com
  7. 7. Vitamins OR Pain Killers? #B2Conline
  8. 8. #B2Conline PAIN KILLERS address a burning need.
  9. 9. #B2Conline VITAMINS are “nice to have.”
  10. 10. #B2Conline Vitamins OR Pain Killers?
  11. 11. With habit-forming technology PLEASURE SEEKING behavior becomes #B2Conline PAIN ALLEVIATING behavior
  12. 12. #B2Conline What do we mean by PAIN?
  13. 13. #B2Conline Close your eyes.
  14. 14. #B2Conline HOW DID YOU FEEL?
  15. 15. When we FEEL AN ITCH we seek to SCRATCH IT. #B2Conline
  16. 16. #B2Conline The SOLUTION TO OUR DISCOMFORT is found in the product’s use.
  17. 17. We are not designing for addiction NOT must be in graphic #B2Conline Do not design for addiction.
  18. 18. hab·it #B2Conline A BEHAVIOR DONE WITH LITTLE OR NO CONSCIOUS THOUGHT
  19. 19. #B2Conline HEALTHTAP REFRE EM LUMO SH.IO ODT Habits can be used for good. REV PANTRY 7POCKET BIALABS CUPS
  20. 20. #B2Conline
  21. 21. #B2Conline 1. FREQUENCY
  22. 22. #B2Conline 2. ATTITUDE CHANGE
  23. 23. #B2Conline Harnessing HABITS can be VERY GOOD FOR BUSINESS.
  24. 24. #B2Conline However, forming new habits is HARD WORK
  25. 25. #B2Conline AND EXCEPTIONALLY RARE.
  26. 26. #B2Conline But if your business requires “unprompted user engagement,”
  27. 27. A design pattern to help FORM BETTER PRODUCT HYPOTHESES. #B2Conline
  28. 28. #B2Conline BUILDING IS EXPENSIVE
  29. 29. INCREASE YOUR ODDS OF SUCCESS. #B2Conline
  30. 30. #B2Conline
  31. 31. #B2Conline
  32. 32. #B2Conline
  33. 33. #B2Conline A - A hook has 4 parts: T - Trigger A - Action R - Reward I - Investment
  34. 34. #B2Conline
  35. 35. #B2Conline HABITS ARE BUILT UPON like the layers of a pearl.
  36. 36. #B2Conline Triggers come in two flavors: EXTERNAL & INTERNAL
  37. 37. #B2Conline EXTERNAL TRIGGERS The information for what to do next is within the trigger. Billboards SODA
  38. 38. Optimizing external triggers = Growth Hacking #B2Conline
  39. 39. INTERNAL TRIGGERS #B2Conline The information for what to do next is informed through an association in the user’s memory.
  40. 40. #B2Conline Negative emotions are POWERFUL INTERNAL TRIGGERS. lonesome indecisive powerless tense dissatisfied confused inferior fatigued discouraged fear of loss bored lost
  41. 41. #B2Conline People who are DEPRESSED CHECK EMAIL MORE OFTEN.
  42. 42. #B2Conline When we feel LONELY we use
  43. 43. #B2Conline When we feel UNSURE we use
  44. 44. #B2Conline When we are BORED we use
  45. 45. #B2Conline Do you know your customer’s INTERNAL TRIGGER?
  46. 46. #B2Conline What triggers make so habit-forming?
  47. 47. #B2Conline external triggers
  48. 48. #B2Conline solves the pain of losing the moment.
  49. 49. #B2Conline But is also Lonely a social network. Stresse d Urge to preserve Curious Insecurity Bored
  50. 50. #B2Conline
  51. 51. #B2Conline The SIMPLEST ACTION in anticipation of a reward.
  52. 52. #B2Conline Scroll
  53. 53. #B2Conline Search
  54. 54. #B2Conline Play
  55. 55. #B2Conline According to BJ Fogg, for any behavior to occur, we need MOTIVATION, ABILITY, and a TRIGGER b=m+a+t
  56. 56. #B2Conline mo·ti·va·tion “THE ENERGY FOR ACTION” -Edward Deci
  57. 57. #B2Conline THERE ARE SIX FACTORS THAT CAN INCREASE MOTIVATION. Seeking Pleasure Avoiding Pain Seeking Hope Avoiding Fear Seeking Acceptance Avoiding Rejection
  58. 58. Seeking HOPE #B2Conline
  59. 59. #B2Conline Seeking PLEASURE
  60. 60. Avoiding FEAR #B2Conline
  61. 61. #B2Conline Seeking ACCEPTANCE
  62. 62. #B2Conline ABILITY the capacity to do a particular action
  63. 63. #B2Conline
  64. 64. #B2Conline MOTIVATION Level of motivation and ability determines if action will occur. TRIGGER SUCCEEDS TRIGGER FAILS Fogg Behavior Model ABILITY
  65. 65. #B2Conline Simplicity is a function of your scarcest resource at that moment. -BJ Fogg
  66. 66. #B2Conline through the years 2009 2010 2011 2012 2013
  67. 67. #B2Conline through the years 2009 2010 2011 2012 2013
  68. 68. #B2Conline through the years 2009 2010 2011 2012 2013
  69. 69. #B2Conline
  70. 70. #B2Conline It all starts with the NUCLEUS ACCUMBENS studied by Olds & Milner.
  71. 71. #B2Conline The nucleus accumens is activated when we crave.
  72. 72. Were Olds & Milner stimulating pleasure? #B2Conline Not exactly.
  73. 73. They were stimulating the STRESS OF DESIRE. #B2Conline
  74. 74. Our reward system activates with anticipation #B2Conline
  75. 75. … and calms when we get what we want. #B2Conline
  76. 76. That’s the ITCH we seek to SCRATCH. #B2Conline
  77. 77. #B2Conline There is a way to supercharge the stress of desire.
  78. 78. #B2Conline
  79. 79. #B2Conline THE UNKNOWN IS FASCINATING. Variability causes us to focus and engagement
  80. 80. #B2Conline …and increases behavior.
  81. 81. #B2Conline The nucleus acumens is stimulated by variability.
  82. 82. #B2Conline 3 types of VARIABLE REWARDS TRIBE HUNT SELF Habit-forming tech uses 1 OR MORE
  83. 83. #B2Conline SEARCH FOR SOCIAL REWARDS TRIBE
  84. 84. #B2Conline empathetic joy partnership competition
  85. 85. #B2Conline We Like social rewards.
  86. 86. #B2Conline We LOVE our tribes.
  87. 87. #B2Conline We value recognition and cooperation
  88. 88. #B2Conline SEARCH FOR RESOURCES HUNT
  89. 89. #B2Conline Stems from the hunt for food and resources
  90. 90. #B2Conline Hunt for variable material rewards
  91. 91. #B2Conline Hunt for variable material rewards
  92. 92. #B2Conline Hunt for variable information rewards.
  93. 93. #B2Conline Hunters on scroll pages.
  94. 94. #B2Conline SEARCH FOR SELF-ACHIEVEMENT SELF
  95. 95. #B2Conline Leveling-up reflects MASTERY and COMPETENCY.
  96. 96. #B2Conline Inbox or task management reflects CONSISTENCY and COMPLETION.
  97. 97. #B2Conline WARNING Variable rewards are not a free pass. Your product still must address the itch.
  98. 98. #B2Conline Build variable rewards that scratch the users itch, but leave them wanting more.
  99. 99. #B2Conline
  100. 100. #B2Conline Users “invest” for future benefits. Money Social Capital Emotional Personal Commitment Data Time Effort
  101. 101. #B2Conline Investments increase the likelihood of the next pass through the Hook in TWO ways.
  102. 102. #B2Conline 1. INVESTMENTS LOAD THE NEXT TRIGGER OF THE HOOK.
  103. 103. #B2Conline Each new message posted on
  104. 104. #B2Conline is an open invitation for an external trigger to be returned.
  105. 105. #B2Conline Loading the next trigger with Pin It button
  106. 106. The External Trigger: Facebook, Twitter, WOM Hook #B2Conline Interesting objects (Hunt) Re-pin, follow, comment Scroll (Early User – “Consumer” )
  107. 107. The External Trigger: Emails and notifications Internal Trigger: Fear of losing content, boredom Hook #B2Conline What did friend post? (Tribe) Interesting objects (Hunt) Install Pin It button, Pin, Re-pin, follow, comment (Experienced User – “Curators”) Log-in
  108. 108. #B2Conline 2. INVESTMENTS STORE VALUE, improving the product with use.
  109. 109. #B2Conline CONTENT
  110. 110. #B2Conline DATA
  111. 111. #B2Conline FOLLOWERS
  112. 112. #B2Conline 30 REPUTATION
  113. 113. INVESTMENTS CREATES PREFERENCE.
  114. 114. #B2Conline We value things more when put work in them. 3rd Party Bids $0.05 Expert Origami $0.27 Self-made Origami $0.23
  115. 115. #B2Conline As we invest, we seek to be consistent with our past behaviors. Group 1 Group 2 76% 17%
  116. 116. Changing attitude and perception to avoid COGNITIVE DISSONANCE. #B2Conline
  117. 117. #B2Conline We change our preferences, tastes and attitudes.
  118. 118. #B2Conline
  119. 119. #B2Conline Each pass through the Hook helps SHAPE USER PREFERENCES AND ATTITUDES.
  120. 120. #B2Conline
  121. 121. #B2Conline A - A hook has 4 parts: T - Trigger A - Action R - Reward I - Investment
  122. 122. The HOOK Canvas #B2Conline 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 wanting more? 5. What “bit of work” is done to increase the likelihood of returning? 3. What is the simplest behavior in anticipation of reward?
  123. 123. #B2Conline THE MORALITY OF MANIPULATION
  124. 124. #B2Conline Designing habit-forming products is a form of manipulation.
  125. 125. #B2Conline Users take our technologies to bed.
  126. 126. #B2Conline They check our devices before saying “good morning” to loved ones.
  127. 127. #B2Conline Quite possibly, the “CIGARETTE OF THIS CENTURY.” - Ian Bogust
  128. 128. #B2Conline What RESPONSIBILITY do we have when changing user behavior?
  129. 129. #B2Conline THE WORLD IS FULL OF PROBLEMS TO FIX. Help others find meaning. Engage them in something important.
  130. 130. #B2Conline Build the CHANGEin you want to see THE WORLD.
  131. 131. #B2Conline Read this … … more at: NirAndFar.com
  132. 132. Free OnDemand Webcast: How To Drive User Engagement By Creating Habits Follow Us:

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