3 Visual Tools for Lean Startup Habit Designers: Rapidly Understand and Design Addictive Customer Experiences (ACEs)
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3 Visual Tools for Lean Startup Habit Designers: Rapidly Understand and Design Addictive Customer Experiences (ACEs)

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It is estimated that more than 80% of innovation and change management projects fail. Why?

My hypothesis is that the large majority of innovation and change management projects fail because such projects fail to change the habits of targeted customers. In other words, targeted customers exhibit "Habit Inertia (HI)" and tacitly refuse to use innovative products, services, or proposals.

As the percentage of failing projects is still high, innovation and change management projects need a paradigm shift: they need to change their unit of analysis from "product" or "service" to "habit." To be extraordinary successful today, organizations must design business models with Addictive Customer Experiences (ACEs).

The above presentation introduces 3 tools that Lean Startup Habit Designers can use to design habits as well as business models with Addictive Customer Experiences (ACEs). An example on Pinterest is presented.

http://goo.gl/i9gZZx

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  • Ali, Your comment made me think long and hard. All I can say is that I feel like a fish that swims but cannot explain how it swims or a bird that flies but cannot really explain how it flies. I concluded that the patterns could best be revealed by observers such as you asking me specific questions. Whenever you are ready, I'd be glad to participate.
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  • Rod- I read a bundle of your presentations. It strikes me how your models developed over time and reached a high level of accomplishment. I wonder if you would write a presentation showing how your models progressed over time. That shall be quite an interesting presentation.
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  • @RodKing
    Rod- I am so happy that my comment is of help to you. I appreciate your comment and thanks for the great elaboration.
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  • Ali,
    You've provided an excellent summary of the essence of habits in the form of two heuristics:
    1) Trigger action to get the reward.
    2) What trigger leading to what action so that the reward is worthy and investment is wise.

    These are heuristics that I'll be referring to when talking about Lean Startup Habit Design. In terms of the Habit Loop Gameboard, your comments are a great reward that trigger preparation of my presentations. And what greater investment to have than the dialog that ensues. Just for the records, the Habit Loop model is inspired by the work of Nir Eyal in his new book, 'Hooked' as well as by Charles Duhigg in his book, 'The Power of Habit.' What I've done is to synthesize ideas using a Jigsaw gameboard so that ideas regarding Habit Design can be better organized, managed, and shared.
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  • Trigger action to get the reward. What trigger leading to what action so that the reward is worthy and investment is wise. This is what I learn from this grand presentation.
    Dr. Rod King- it is amazing how your mode is flexible and is extensible to every area of life. Brilliant methodology.
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3 Visual Tools for Lean Startup Habit Designers: Rapidly Understand and Design Addictive Customer Experiences (ACEs) Presentation Transcript

  • 1. LEAN  STARTUP  HABIT  DESIGN     Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)                                                       Twi0er                                     Companies  Systema7cally             Applying           The  Approach  of           LEAN  STARTUP  HABIT  DESIGN             Starbucks                                                                   Nike                                     #4ROD.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  hDp://businessmodels.ning.com  &  hDp://twiDer.com/RodKuhnKing  
  • 2. Over  80%  of   InnovaRon,   Change  Management,  and   Startup  Projects   Fail   Because   They  Don’t  Recognize  That   They  Are  in     The  Highly  Risky  Business  of   Habit  TransformaRon  and  Design  
  • 3. There’s   An  Emerging  Paradigm  ShiE   From   TradiRonal  Product/Service  Design   To   Lean  Startup  Habit  Design  
  • 4. “Habits   Can  be  Changed   If     We  Understand   How  They  Work”   Charles  Duhigg  
  • 5. A  Habit   Is   An  autonomic  process  or  rouRne   For   Geng  a  task  or  job  done  
  • 6. In   Lean  Startup  Habit  Design,   The  “Habit  Engine”   Is   The  Unit  of  Analysis  and  Design   The  Habit  Engine  is  analogous  to  the  “Basal  Ganglia”  which  is  at  the  base  of  the  brain   and  which  stores  our  rouRnes  or  habits  as  “chunks  (scripts)”  
  • 7. In  Prac7ce,   The  “Habit  Engine”   Refers  to   A  Cyclic  System  of  Four  “Gears”   For   Changing,  DisrupRng,  and/or   Transforming   Habits  
  • 8. In   A  Lean  Startup  Habit  Design  Project,   The  “DB-­‐MAIL”  Cycle   Is  Applied  to   The  Customer  “Habit  Engine”   Note   DB-­‐MAIL  is  an  acronym  for:     D:  Define   B:  Build   M:  Measure   A:  Analyze   I:  Improve   L:  Learn  
  • 9. Always  Start  with   Design  and  Tes7ng  of   Minimum  Viable  Habit   (MVH)   As  Well  As   Minimum  Viable  Habit  Engine   (MVHE)  
  • 10. Every  Habit  Engine   Has   4  “Gears”:     Tr   AT   RC   In   Trigger   AcRon  &  Tool   Reward  &  Craving   Investment   The  4  “Gears”of  a  Habit  Engine  are  based  on  informa7on  in  Nir  Eyal’s  book,  “Hooked”  as  well  as  Charles  Duhigg’s  book,  “The  Power  of  Habit”    
  • 11. Get  Out  Of  the  Enterprise   &   Observe   Customer  Habit  Engines  
  • 12. Use   The  Habit  Engine  Gameboard  
  • 13. Habit  Engine  Gameboard   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)   Tr   TRIGGER       AT   ACTION  &  TOOL                                                 RC   REWARD  &  CRAVING                           In   INVESTMENT             The  4  “Gears”of  a  Habit  Engine  are  based  on  informa7on  in  Nir  Eyal’s  book,  “Hooked”  as  well  as  Charles  Duhigg’s  book,  “The  Power  of  Habit”      
  • 14. Pinterest’s  Habit  Engine  Gameboard:  Cycle  1  (Early  User/Player  Type)   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)   TRIGGER   (Pain/Cue/S7mulus/Prompt)     External  Trigger   q  Facebook     q  Twi0er     q  Word  of  Mouth                       ACTION  &  TOOL   (Rou7ne/Job  To  Get  Done)     q  Visit  Website     q  Scroll                     REWARD  &  CRAVING   (Variable  Benefit/Delight)     Hunt     q  Discovery  o  f  interes7ng   objects                       INVESTMENT   q  q  q  q  q  Favorite   Sign  up   Follow   Comment   Re-­‐pin   (Prepara7on;  Stored  Value;  Lock-­‐in;  Anchor)           The  4  “Gears”of  a  Habit  Engine  are  based  on  informa7on  in  Nir  Eyal’s  book,  “Hooked”  as  well  as  Charles  Duhigg’s  book,  “The  Power  of  Habit”    
  • 15. Pinterest’s  Habit  Engine  Gameboard:  Cycle  2  (Experienced  User/Player  Type)   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)   TRIGGER   (Pain/Cue/S7mulus/Prompt)     External  Trigger   q  No7fica7ons     q  Emails           Internal  Trigger     q  Boredom     q  Fear  of  Losing  Content               ACTION  &  TOOL   (Rou7ne/Job  To  Get  Done)     REWARD  &  CRAVING   (Variable  Benefit/Delight)     Hunt     q  Discovery  o  f  interes7ng   objects       Tribe   q  Discovery  o  f  informa7on     from  the  tribe:  “What  did   friend  post?”     q  Log  in  (Sign  in)                                 INVESTMENT   (Prepara7on;  Stored  Value;  Lock-­‐in;  Anchor)   q  Follow   q  Comment   q  Re-­‐pin           q  Install  Pin-­‐It  bu0on   q  Pin   The  4  “Gears”of  a  Habit  Engine  are  based  on  informa7on  in  Nir  Eyal’s  book,  “Hooked”  as  well  as  Charles  Duhigg’s  book,  “The  Power  of  Habit”    
  • 16. 3  Visual  Tools   for   Lean  Startup  Habit  Designers   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  
  • 17. Habit  Engine  Gameboard  
  • 18. Habit  Engine  Gameboard   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)   Tr   TRIGGER       AT   ACTION  &  TOOL                                                 RC   REWARD  &  CRAVING                           In   INVESTMENT             The  4  “Gears”of  a  Habit  Engine  are  based  on  informa7on  in  Nir  Eyal’s  book,  “Hooked”  as  well  as  Charles  Duhigg’s  book,  “The  Power  of  Habit”      
  • 19. Habit  Engine  Gameboard   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)   TRIGGER   (Pain/Cue/S7mulus/Prompt)                           ACTION  &  TOOL   (Rou7ne/Job  To  Get  Done)                         REWARD  &  CRAVING   (Variable  Benefit/Delight)                           INVESTMENT   (Prepara7on;  Stored  Value;  Lock-­‐in;  Anchor)           The  4  “Gears”of  a  Habit  Engine  are  based  on  informa7on  in  Nir  Eyal’s  book,  “Hooked”  as  well  as  Charles  Duhigg’s  book,  “The  Power  of  Habit”    
  • 20. Habit  Engine  Gameboard   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)     ACTION  &  TOOL   TRIGGER   (Rou7ne/Job  To  Get  Done)   (Pain/Cue/S7mulus/Prompt)                                                   REWARD  &  CRAVING   (Variable  Benefit/Delight)                             INVESTMENT     (Prepara7on;  Stored  Value;  Lock-­‐in;  Anchor)           The  4  “Gears”of  a  Habit  Engine  are  based  on  informa7on  in  Nir  Eyal’s  book,  “Hooked”  as  well  as  Charles  Duhigg’s  book,  “The  Power  of  Habit”    
  • 21. Habit  Engine  Gameboard   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)     ACTION  &  TOOL   TRIGGER   (Rou7ne/Job  To  Get  Done)   (Pain/Cue/S7mulus/Prompt)                       External/Internal  Trigger                               REWARD  &  CRAVING   (Variable  Benefit/Delight)                             INVESTMENT     (Prepara7on;  Stored  Value;  Lock-­‐in;  Anchor)           The  4  “Gears”of  a  Habit  Engine  are  based  on  informa7on  in  Nir  Eyal’s  book,  “Hooked”  as  well  as  Charles  Duhigg’s  book,  “The  Power  of  Habit”    
  • 22. Habit  Engine  Gameboard   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)     ACTION  &  TOOL   TRIGGER   (Rou7ne/Job  To  Get  Done)   (Pain/Cue/S7mulus/Prompt)                       External/Internal  Trigger                             REWARD  &  CRAVING   (Variable  Benefit/Delight)     External/Internal  Reward       P:  Physical  Craving/ExpectaRon       I:  Intellectual  Craving/ExpectaRon         E:  EmoRonal  Craving/ExpectaRon         S:  Spiritual  Craving/ExpectaRon               INVESTMENT     (Prepara7on;  Stored  Value;  Lock-­‐in;  Anchor)           The  4  “Gears”of  a  Habit  Engine  are  based  on  informa7on  in  Nir  Eyal’s  book,  “Hooked”  as  well  as  Charles  Duhigg’s  book,  “The  Power  of  Habit”    
  • 23. Habit  Engine  Gameboard   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)     ACTION  &  TOOL   TRIGGER   (Rou7ne/Job  To  Get  Done)   (Pain/Cue/S7mulus/Prompt)                       When  I  perceive  [Trigger],   External/Internal  Trigger                           I  [Ac9on/Task]     REWARD  &  CRAVING   (Variable  Benefit/Delight)     External/Internal  Reward       P:  Physical  Craving/ExpectaRon       I:  Intellectual  Craving/ExpectaRon         E:  EmoRonal  Craving/ExpectaRon         S:  Spiritual  Craving/ExpectaRon         to  enjoy  [P.I.E.S.  Reward].         INVESTMENT     (Prepara7on;  Stored  Value;  Lock-­‐in;  Anchor)         To  get  greater  reward  ,  I  [Investment]     The  4  “Gears”of  a  Habit  Engine  are  based  on  informa7on  in  Nir  Eyal’s  book,  “Hooked”  as  well  as  Charles  Duhigg’s  book,  “The  Power  of  Habit”    
  • 24. Habit  Engine  Gameboard   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)   TRIGGER   (Pain/Cue/S7mulus/Prompt)                           ACTION  &  TOOL   (Rou7ne/Job  To  Get  Done)                         REWARD  &  CRAVING   (Variable  Benefit/Delight)                           INVESTMENT   (Prepara7on;  Stored  Value;  Lock-­‐in;  Anchor)           The  4  “Gears”of  a  Habit  Engine  are  based  on  informa7on  in  Nir  Eyal’s  book,  “Hooked”  as  well  as  Charles  Duhigg’s  book,  “The  Power  of  Habit”    
  • 25. Habit  Engine  Gameboard   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)   Tr   TRIGGER   (Pain/Cue/S7mulus/Prompt)     AT   ACTION  &  TOOL   (Rou7ne/Job  To  Get  Done)                                               RC   REWARD  &  CRAVING   (Variable  Benefit/Delight)                           In   INVESTMENT   (Prepara7on;  Stored  Value;  Lock-­‐in;  Anchor)           The  4  “Gears”of  a  Habit  Engine  are  based  on  informa7on  in  Nir  Eyal’s  book,  “Hooked”  as  well  as  Charles  Duhigg’s  book,  “The  Power  of  Habit”    
  • 26. Habit  Engine  Gameboard   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)   Tr   TRIGGER       AT   ACTION  &  TOOL                                                 RC   REWARD  &  CRAVING                           In   INVESTMENT             The  4  “Gears”of  a  Habit  Engine  are  based  on  informa7on  in  Nir  Eyal’s  book,  “Hooked”  as  well  as  Charles  Duhigg’s  book,  “The  Power  of  Habit”      
  • 27. Habit  Engine  Gameboard   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)   Tr     AT   ACTION  &  TOOL   TRIGGER                           RC                               REWARD  &  CRAVING                             In   INVESTMENT               The  4  “Gears”of  a  Habit  Engine  are  based  on  informa7on  in  Nir  Eyal’s  book,  “Hooked”  as  well  as  Charles  Duhigg’s  book,  “The  Power  of  Habit”      
  • 28. Habit  TransformaRon  Gameboard  
  • 29. Habit  TransformaRon  Gameboard   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)   PRESENT  HABIT  ENGINE   (Trigger/Ac7on/Reward/Inv.)                           STRATEGY/TACTICS   (Lean  Startup-­‐Six  Sigma  Game)         D:  Define  Customer/Habit  Engine     B:  Build  Solu7on/Habit  Engine     M:  Measure  Problem     A:  Analyze  Problem   I:  Improve  Solu7on/Habit  Engine     L:  Learn  What’s     alued   V           DB-­‐MAIL  Cycle   FUTURE  HABIT  ENGINE   (Trigger/Ac7on/Reward/Inv.)                             #4ROD.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  hDp://businessmodels.ning.com  &  hDp://twiDer.com/RodKuhnKing  
  • 30. Habit  TransformaRon  Gameboard   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)   PRESENT  HABIT  ENGINE   (Trigger/Ac7on/Reward/Inv.)             A:  AcRon  &  Tool           R:  Reward  &  Craving           I:  Investment       Habit  Engine   T:  Trigger         STRATEGY/TACTICS   FUTURE  HABIT  ENGINE   (Trigger/Ac7on/Reward/Inv.)   (Lean  Startup-­‐Six  Sigma  Game)         D:  Define  Customer/Habit  Engine     B:  Build  Solu7on/Habit  Engine     M:  Measure  Problem     A:  Analyze  Problem   I:  Improve  Solu7on/Habit  Engine     L:  Learn  What’s     alued   V           DB-­‐MAIL  Cycle   Habit  Engine   T:  Trigger               A:  AcRon  &  Tool             R:  Reward  &  Craving         I:  Investment             #4ROD.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  hDp://businessmodels.ning.com  &  hDp://twiDer.com/RodKuhnKing  
  • 31. Habit  TransformaRon  Gameboard   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)   PRESENT  HABIT  ENGINE   (Trigger/Ac7on/Reward/Inv.)             A:  AcRon  &  Tool           R:  Reward  &  Craving           I:  Investment       Habit  Engine   T:  Trigger         STRATEGY/TACTICS   FUTURE  HABIT  ENGINE   (Trigger/Ac7on/Reward/Inv.)   (Lean  Startup-­‐Six  Sigma  Game)         D:  Define  Customer/Habit  Engine     B:  Build  Solu7on/Habit  Engine     M:  Measure  Problem     A:  Analyze  Problem   I:  Improve  Solu7on/Habit  Engine     L:  Learn  What’s    Valued             DB-­‐MAIL  Cycle   Habit  Engine   T:  Trigger               A:  AcRon  &  Tool             R:  Reward  &  Craving         I:  Investment             #4ROD.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  hDp://businessmodels.ning.com  &  hDp://twiDer.com/RodKuhnKing  
  • 32. Habit  TransformaRon  Gameboard   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)   PRESENT  HABIT  ENGINE   (Trigger/Ac7on/Reward/Inv.)             A:  AcRon  &  Tool           R:  Reward  &  Craving           I:  Investment       Habit  Engine   T:  Trigger         STRATEGY/TACTICS   FUTURE  HABIT  ENGINE   (Trigger/Ac7on/Reward/Inv.)   (Lean  Startup-­‐Six  Sigma  Game)         D:  Define  Customer/Habit  Engine     B:  Build  Solu7on/Habit  Engine     M:  Measure  Problem     A:  Analyze  Problem   I:  Improve  Solu7on/Habit  Engine     L:  Learn  What’s    Valued             DB-­‐MAIL  Cycle   Habit  Engine   T:  Trigger               A:  AcRon  &  Tool             R:  Reward  &  Craving         I:  Investment             #4ROD.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  hDp://businessmodels.ning.com  &  hDp://twiDer.com/RodKuhnKing  
  • 33. Habit  TransformaRon  Gameboard   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)   PRESENT  HABIT  ENGINE   (Trigger/Ac7on/Reward/Inv.)                           STRATEGY/TACTICS   (Lean  Startup-­‐Six  Sigma  Game)                         FUTURE  HABIT  ENGINE   (Trigger/Ac7on/Reward/Inv.)                             #4ROD.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  hDp://businessmodels.ning.com  &  hDp://twiDer.com/RodKuhnKing  
  • 34. Business  Model  Gameboard  
  • 35. BMC  Gameboard   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)     #4ROD.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  hDp://businessmodels.ning.com  &  hDp://twiDer.com/RodKuhnKing  
  • 36. BMC  Gameboard   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)     #4ROD.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  hDp://businessmodels.ning.com  &  hDp://twiDer.com/RodKuhnKing  
  • 37. 3  Stream-­‐Gameboard   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)     #4ROD.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  hDp://businessmodels.ning.com  &  hDp://twiDer.com/RodKuhnKing  
  • 38. 3  Stream-­‐Gameboard   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)     #4ROD.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  hDp://businessmodels.ning.com  &  hDp://twiDer.com/RodKuhnKing  
  • 39. Business  Model  Jigsaw   Rapidly  Visualize,  Prototype,  and  Manage  Business  Models   Key  Partners  (KP)         Value  ProposiRon  (VP)       Cost  Structure  (C$)           Key  Resources  (KR)         Channels  (CH)  &  Customer   RelaRonships  (CR)       Revenue  Streams  (R$)         Key  AcRviRes  (KA)         Customer  Segments  (CS)       PROFIT          
  • 40.   #4ROD.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  hDp://businessmodels.ning.com  &  hDp://twiDer.com/RodKuhnKing