GSummit SF 2014 - Hooked: How to Build Habit-Forming Products by Nir Eyal @nireyal
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Transcript

  • 1. Hooked @nireyal
  • 2. Products can profoundly CHANGE OUR BEHAVIORS.
  • 3. 100’s of millions of users… …and 100’s of millions of dollars.
  • 4. PA TT E SN R ?
  • 5. A BEHAVIOR DONE WITH CONSCIOUS THOUGHT LITTLE OR NO hab·it
  • 6. HEALTHTA P REV POCKET BIA LUMO 7 EM ODT PANT Habits can be used for good. REFRE SH.IO
  • 7. HABITS ARE BUILT UPON like the layers of a pearl.
  • 8. Triggers come in two flavors: EXTERNAL & INTERNAL
  • 9. EXTERNAL TRIGGERS The information for what to do next is within the trigger. Billboards SODA
  • 10. INTERNAL TRIGGERS The information for what to do next is informed through an association in the user’s memory.
  • 11. Negative emotions are POWERFUL INTERNAL TRIGGERS. lost indecisive tense fatiguedinferior bored confused fear of loss dissatisfied powerless discouraged lonesome
  • 12. People who are DEPRESSED CHECK EMAIL MORE OFTEN. Source: Kotikalapudi et al
  • 13. When we feel LONELYwe use
  • 14. When we feel UNSURE we use
  • 15. When we are BOREDwe use
  • 16. Do you know your customer’s INTERNAL TRIGGER?
  • 17. What triggers make so habit-forming?
  • 18. external triggers
  • 19. of losing the moment. solves the pain
  • 20. But is also a social network. Urge to preserve Stresse d Lonely Curious Insecurity Bored
  • 21. The SIMPLEST BEHAVIOR in anticipation of a reward.
  • 22. Scroll
  • 23. Search
  • 24. Play
  • 25. According to BJ Fogg, for any behavior to occur, we need MOTIVATION, ABILITY, and a TRIGGER b=m
  • 26. “THE ENERGY FOR ACTION” mo·ti·va·tion -Edward Deci
  • 27. THERE ARE SIX FACTORS THAT CAN INCREASE MOTIVATION. Seeking Pleasure Avoiding Pain Seeking Hope Avoiding Fear Seeking AcceptanceSource: Dr. BJ Fogg, Stanford University
  • 28. ABILITY the capacity to do a particular action
  • 29. Fogg Behavior Model MOTI VATIO N ABILIT Level of motivation and ability determines if action will occur. Source: Dr. BJ Fogg, Stanford University TRIGGER SUCCEEDS TRIGGER FAILS
  • 30. studied by Olds & Milner. NUCLEUS It all starts with the ACCUMBENS Source: Olds and Milner, 1945
  • 31. The nucleus accumbens is activated when we crave.
  • 32. Olds & Milner Not exactly. stimulating pleasure? Were
  • 33. They were stimulating the STRESS OF DESIRE.
  • 34. Our reward system activates with anticipation Source: Knutson et al 2001
  • 35. … and calms when we get what we want. Source: Knutson et al 2001
  • 36. That’s the ITCH we seek to SCRATCH.
  • 37. There is a way to supercharge the stress of desire.
  • 38. IS FASCINATING. THE UNKNOWN Variability causes us to focus and engagement
  • 39. …and increases behavior.
  • 40. The nucleus accumbens is stimulated by variability.
  • 41. 3 types of VARIABLE REWARDS TRIBE HUNT SELF Habit-forming tech uses 1 OR MORE
  • 42. TRI SEARCH FOR SOCIAL REWARDS
  • 43. partnersempath competi
  • 44. We Like social rewards.
  • 45. We value recognition and cooperation
  • 46. HU SEARCH FOR RESOURCES
  • 47. Stems from the hunt for food and resources
  • 48. Hunt for variable material rewards
  • 49. Hunt for variable information rewards.
  • 50. SEL SELF-ACHIEVEMENT SEARCH FOR
  • 51. Leveling-up reflects MASTERY and COMPETENCY.
  • 52. Inbox or task management reflects CONSISTENCY and COMPLETION.
  • 53. WARNING Variable rewards are not a free pass. Your product still must address the itch.
  • 54. Build variable rewards that scratch the users itch, but leave them wanting more.
  • 55. Users “invest” for future benefits. Social Capital Money Time Effort Emotional Commitmen t Personal Data
  • 56. Investments increase the likelihood of the next pass through the Hook in TWO ways.
  • 57. 1.INVESTMENTS LOAD THE NEXT TRIGGER OF THE HOOK.
  • 58. Each new message posted on
  • 59. is an open invitation for an external trigger to be returned.
  • 60. Loading the next trigger with Pin It button
  • 61. INVESTMENTS STORE VALUE, improving the product with use.2.
  • 62. CONTENT
  • 63. DATA
  • 64. FOLLOWERS
  • 65. REPUTATION 30
  • 66. Each pass through the Hook helps SHAPE USER PREFERENCES AND ATTITUDES.
  • 67. That was a lot! … more at: HookModel.com
  • 68. The HOOK Canvas 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? 3. What is the simplest behavior in anticipation of reward? 5. What “bit of work” is done to increase the likelihood of returning?
  • 69. THE MORALITYTHE MORALITY OF MANIPULATIONOF MANIPULATION
  • 70. Designing habit-forming products is a form of manipulation.
  • 71. Users take our technologies to bed.
  • 72. They check our devices before saying “good morning” to loved ones.
  • 73. Quite possibly, the “CIGARETTE OF THIS CENTURY.” - Ian Bogust
  • 74. What RESPONSIBILITY do we have when changing user behavior?
  • 75. THE WORLD IS FULL OF PROBLEMS TO FIX. Help others find meaning. Engage them in something important.
  • 76. Build the THE WORLD. you want to see in CHANGE
  • 77. Take the survey. Get the slides. www.OpinionTo.Us @nireyal www.nirandfar.com