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Zenjoy - The psychology of habit forming apps.
- 1. Hooked the psychology behind habit forming technology
- 2. Koen Dewit koen@zenjoy.be @dewitkoen 0498 13 56 03 www.zenjoy.be
- 3. We make web & mobile apps From simple websites, to mobile tracking and online dashboarding.
- 4. Zenjoy - 2014 4
- 5. Experiences and some psychology basics Zenjoy - 2014 5
- 6. It’s all about your mom. Well, it isn’t… but behavior tends to have history.
- 7. UCS UCR + CS CR Operant conditioning shaping CS Behavior - CR Integrated expectancy-based model (Lovibond, 2006) Classical conditioning fa Zenjoy - 2014 7
- 8. Train to late Belgian railway station Stress shaping Stress Check NMBS-app Operante conditionering No stress Integrated expectancy-based model (Lovibond, 2006) + Klassieke conditionering fa Belgian railway station Zenjoy - 2014 8
- 9. Integrated expectancy-based model (Lovibond, 2006) Hooray for my new behavior. You check even if there is no indication the train will be late. You check repeatedly. You rarely don’t check at all. Case CS, without UCR doesn’t occur. Your habit doesn’t get challenged. Zenjoy - 2014 9
- 10. These are cognitions (expectations, believes). We can reason, talk about them. Integrated expectancy-based model (Lovibond, 2006) Zenjoy - 2014 10
- 11. It’s all about schweppes. Maybe, but it’s mainly about anticipation of well … emotions.
- 12. Opponent process theory Dopamine receptors Craving Zenjoy - 2014 12 Trigger Behaviour Serotonine other stuff You (your body) notices and reacts CS
- 13. Nucleus accumbens Zenjoy - 2014 13
- 14. Let’s talk habits. or … happits
- 15. Habits… Habits form when the brain takes a shortcut and stops actively deliberating over what to do next. Script Zenjoy - 2014 15
- 16. …are good for business Customers last longer are less price sensitive use frequently generate shorter viral cycle times —> higher lifetime value —> SaaS: more signup, less churn! Zenjoy - 2014 16
- 17. The hook Trigger Action Investment Reward
- 18. Zenjoy - 2014 External triggers 18 Paid Earned Relationship Owned SEO
- 20. Zenjoy - 2014 Internal Triggers 20 (Expected) emotions trigger learned behavior. losing the moment Feeling lost, useless, bored, alone, anxious. fomo having to think health
- 21. Zenjoy - 2014 Internal Triggers 21 (Expected) emotions trigger learned behavior. Mediators: I’m on Location. I want to do something useful or to be informed/entertained.
- 22. What makes you do this? Ask it 5 times. Get from trigger to the emotion behind the behavior. Zenjoy - 2014 22
- 23. The hook Trigger Action Investment Reward
- 24. Zenjoy - 2014 Action = Behaviour = M A T 24 BJ. Fogg, Stanford University | Deci & Ryan Motivation Autonomy Competence Relatedness Scarcity Framing Progress Using your app +S+ or -S-
- 25. Zenjoy - 2014 Action = Behavior = M A T 25 Ability Time Money Physical effort Brain Power Social deviance Non-routine Self Efficacy
- 26. What is the simplest action a user has to do in function of a reward? Make it a no brainer. Shape behavior. Zenjoy - 2014 26
- 27. The hook Trigger Action Reward Investment
- 28. Zenjoy - 2014 Variable reward 28 Autonomy Competence Relatedness Hunt Self Tribe Pleasure and no pain.
- 29. Zenjoy - 2014 Variable reward 29
- 30. Zenjoy - 2014 Variable reward 30 Time Motivation * Reward behaviours that lead to resolving the itch, lead to the ultimate goal. Otherwise you lose the small battles. vs
- 31. Zenjoy - 2014 Variable reward 31
- 32. The hook Trigger Action Investment Reward
- 33. Zenjoy - 2014 Investment 33 Shaping new attitudes, cognitions, beliefs. IKEA-effect Cognitive dissonance Past Behavior Attitude Beliefs Rationale Future Behavior I invested So it must be worth it. But I got paid for it. But I want to lose weight.
- 34. Zenjoy - 2014 Investment 34 Shaping new attitudes, cognitions, beliefs. Will people go the extra mile? Principle of Reciprocity
- 35. Investments Strengthen neurological pathway between trigger and using your app. content, data, followers, reputation, skill, … Storing value Investments enhance next experience. Zenjoy - 2014 35
- 36. INVESTMENTS LOAD THE NEXT TRIGGER. Zenjoy - 2014 36
- 37. The hook Trigger Action Investment Reward
- 38. Ethics Trigger Action Investment Reward
- 39. Koen Dewit koen@zenjoy.be @dewitkoen 0498 13 56 03 www.zenjoy.be