Hooked Workshop

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Hooked Workshop

  1. h kHooked
 
@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. I wrote this … … more at: NirAndFar.com
  6. Close your eyes.
  7. HOWDIDYOUFEEL?
  8. When we FEEL AN ITCH we seek to SCRATCH IT.
  9. The brain associates behaviors that 
 PROVIDE A SOLUTION
 to whatever problem it encounters.
  10. The SOLUTION TO 
 OUR DISCOMFORT 
 is found in the product’s use.
  11. Images of chocolate bring both pleasure and stress to “cravers.” Source: Rodriguez et al 2005
  12. STRESS is a precondition for addiction. Source: Heilig and Koob 2007
  13. We are not designing for addiction NOT must be in graphic Do not design for addiction.
  14. A BEHAVIOR DONE WITH CONSCIOUS THOUGHT LITTLE OR NO 
 hab·it
  15. Habitscanbeusedforgood.
  16. 1. FREQUENCY Source: Judah, G; Gardner, B; Aunger, R; 2013
  17. 2. ATTITUDE CHANGE Source: Judah, G; Gardner, B; Aunger, R; 2013
  18. Harnessing VERY GOOD HABITS can be FOR BUSINESS.
  19. Creating consumer habits drives 
 HIGHER CUSTOMER LIFETIME VALUE (CLTV).
  20. Creating consumer habits gives companies GREATER FLEXIBILITY TO INCREASE PRICES.
  21. Creating consumer habits 
 SUPERCHARGES GROWTH.
  22. Creating consumer habits INCREASES DEFENSIBILITY.
  23. However, forming new habits is HARD WORK
  24. AND EXCEPTIONALLY RARE.
  25. But if your business requires “unprompted user engagement,”
  26. A design pattern to help
 FORM BETTER PRODUCT HYPOTHESES.
  27. BUILDING IS EXPENSIVE
  28. INCREASE YOUR ODDS OF SUCCESS.
  29. h kThe$HOOK$is$an$experience$designed$to$ connect$the$user’s$problem$to$your$solu7on.$
  30. h k with%enough%% FREQUENCY%% to%% FORM+A+HABIT.+
  31. NOW IT IS YOUR TURN
  32. ❑ Get into groups of 2 or 3. ❑ Describe your product or service. ❑ Pick one product with one user.
  33. ❑ Why does your business require a habit? ❑ What problem are users coming to solve? ❑ How do they currently solve the problem and why does it need a new solution?
  34. ❑ What action do you want to make into a habit? ❑ How frequently do you expect users to engage?
  35. h kA"Hook"has"4"parts:"
  36. h k
  37. Triggers come in two flavors:
 EXTERNAL & 
 INTERNAL
  38. EXTERNAL TRIGGERS
 The information for what to do next is within the trigger. Billboards SO DA
  39. INTERNAL TRIGGERS
 The information for what to do next is informed 
 through an association in the user’s memory.
  40. Negative emotions are POWERFUL INTERNAL TRIGGERS. lost indecisive tense fatiguedinferior bored confused fear of loss dissatisfied powerless discouraged lonesome
  41. People who are DEPRESSED CHECK EMAIL MORE OFTEN. Source: Kotikalapudi et al 2012
  42. When we feel LONELY we use
  43. When we feel UNSURE we use
  44. When we are BORED we use
  45. Do you know your customer’s INTERNAL TRIGGER?
  46. Jack Dorsey on Narratives
  47. IT#ALL#STARTS#WITH#A# NARRATIVE.! “(If)!you!want!to!build!a!product! that!is!relevant!to!folks,!you!need! to!put!yourself!in!their!shoes!and! you!need!to!write!a!story!from! their!side.”! .#Jack#Dorsey#
  48. 1952 INSTANT CAKE MIX WAS A MARKETING FAILURE. Betty Crocker assumed that customers wanted convenience but “Just add water” did not sell. Source: “Finding Betty Crocker”, Susan Marks
  49. WHY DO WE MAKE CAKE? 

 to give and receive love from people we care about.
  50. DEPRECATED A FEATURE
  51. What triggers make so habit-forming?
  52. external triggers
  53. of losing the moment. solves the pain
  54. But is also a social network. Urgeto preserve Stressed Lonely Curious Insecurity Bored
  55. YOUR TURN TO BUILD A NARRATIVE
  56. BUILD YOUR NARRATIVE ❑ Who is the user? ❑ What are they doing immediately before your intended habit?
  57. INTERNAL TRIGGERS ❑ Come up with 3 internal trigger hypotheses (emotions, routines, situations…) ❑ Which internal trigger occurs most often? ❑ Every time _______ , the user ________.
  58. EXTERNAL TRIGGERS ❑ Where and when can you insert your external triggers? ❑ How can you be in front of the user when her internal trigger fires? ❑ Think of 3 “rational ideas” and 3 “crazy ideas.”
  59. HYPOTHESIS HOMEWORK ❑ Are your assumptions correct? ❑ Is your narrative really happening? ❑ “Get out of the building.” – Steve Blank ❑ Test your biggest assumptions first and cheaply.
  60. Take a break “Hook” by Blues Traveler
  61. h k
  62. The SIMPLEST BEHAVIOR in anticipation of a reward.
  63. Scroll
  64. Search
  65. Play
  66. According to BJ Fogg, for any behavior to occur, we need MOTIVATION, ABILITY, and a TRIGGER b=m+a+t
  67. “THE ENERGY FOR ACTION” mo·ti·va·tion -Edward Deci
  68. THERE ARE SIX FACTORS THAT CAN INCREASE MOTIVATION. SeekingPleasure
 AvoidingPain
 SeekingHope
 AvoidingFear
 SeekingAcceptance
 AvoidingRejection Source: Dr. BJ Fogg, Stanford University
  69. Seeking HOPE
  70. Seeking PLEASURE
  71. Avoiding FEAR
  72. 
 Seeking ACCEPTANCE
  73. ABILITY the capacity to do a particular action
  74. Time% $ Six$factors$can$increase$or$decrease$ability. % Money% Physical%effort% Brain%cycles% Social%deviance% Non8rou:ne% Source:%Dr.%BJ%Fogg,%Stanford%University%
  75. Fogg Behavior Model MOTIVATION ABILITY Level of motivation and ability determines if action will occur. Source: Dr. BJ Fogg, Stanford University TRIGGER SUCCEEDS TRIGGER FAILS
  76. Should designers MOVE MOTIVATION OR ABILITY FIRST?
  77. You can try to increase motivation…
  78. …but you’ll often get the same results.
  79. through the years 2009 2010 2011 2012 TODAY
  80. 2009 2010 2011 2012 through the years TODAY
  81. 2009 2010 2011 2012 TODAY through the years
  82. YOUR TURN TO SIMPLIFY THE ACTION
  83. Users are on a path to solving a problem. Internal Trigger Product Interface Reward/Pain Alleviation
  84. users take action to alleviate pain. Internal Trigger Product Interface 1. Open App 2. Log-in (sometimes) 3. Scroll & Read Reward/Pain Alleviation
  85. Map the path users take to scratch their itch.
  86. Find the “scarcest resource” ❑ Review your flow. Where is the action most difficult? ❑ Which resource is lacking? ❑ What are 3 testable ways to make the action easier? •Time •Money •Physical effort •Brain cycles (too confusing) •Social deviance (outside norm) •Non-routine (too new)
  87. h k
  88. studied by Olds & Milner. NUCLEUS It all starts with the ACCUMBENS Source: Olds and Milner, 1945
  89. The nucleus accumbens 
 is activated when 
 we crave.
  90. Olds & Milner Notexactly. stimulating pleasure? Were
  91. They were stimulating the 
 STRESS OF DESIRE.
  92. Our reward system activates 
 with anticipation Source: Knutson et al 2001
  93. … and calms when 
 we get what we want. Source: Knutson et al 2001
  94. That’s the ITCH we seek to SCRATCH.
  95. There is a way to supercharge the stress of desire.
  96. IS FASCINATING. THE UNKNOWN Variability causes us to focus and engage
  97. …and increases behavior.
  98. The nucleus accumbens is stimulated by variability.
  99. 3 types of VARIABLE REWARDS TRIBE HUNT SELF Habit-forming tech uses 1 OR MORE
  100. TRIBE SEARCH FOR SOCIAL REWARDS
  101. partnershipempatheticjoy competition
  102. We Like social rewards.
  103. Fast variable rewards
  104. We value recognition and cooperation
  105. HUNT SEARCH FOR RESOURCES
  106. Stems from the hunt for food and resources
  107. Hunt for variable material rewards
  108. Hunt for variable material rewards
  109. Hunt 
 for variable information 
 rewards.
  110. Hunters on scroll pages.
  111. SELF SELF-ACHIEVEMENT SEARCH FOR
  112. Leveling-up reflects MASTERY and COMPETENCY.
  113. Inbox or task management reflects 
 CONSISTENCY and COMPLETION.
  114. WARNING Variable rewards are not a free pass. 
 Your product still must address the itch.
  115. Do your users feel in control? AUTONOMY IS A PRE-REQUISITE. Source: Deci and Ryan on Self-Determination Theory
  116. Beware of FINITE VARIABILITY.
  117. INFINITE VARIABILITY sustains interest longer.
  118. Build variable rewards that satiate the users itch, but leave them wanting more.
  119. YOUR TURN TO REWARD YOUR USERS
  120. ❑ Review your flow. Is the reward fulfilling, yet leaves the user wanting more? ❑ Brainstorm 3 ways users search for variable reward. •Rewards of the Tribe - gratification from others. •Rewards of the Hunt - things, money or information. •Rewards of the Self - mastery, completion, competency, consistency.
  121. h k
  122. Users “invest” for future benefits. Social Capital Money Time Effort Emotional CommitmentPersonal Data
  123. Investments increase the likelihood of the next pass through the Hook in 
 TWO
 ways.
  124. 1.INVESTMENTS LOAD THE NEXT TRIGGER OF THE HOOK.
  125. Each new message posted on
  126. is an open invitation for an external trigger to be returned.
  127. INVESTMENTS STORE VALUE, 
 improving the product with use.2.
  128. CONTENT
  129. DATA
  130. FOLLOWERS
  131. REPUTATION
  132. YOUR TURN TO GET USERS TO INVEST
  133. ❑ Review your flow. What “bit of work” are your users doing to increase the likelihood of returning? ❑ Brainstorm 3 ways to add small investments into your user experience to: •Load the Next Trigger •Store Value •Content, Data, Followers, Reputation 5 min
  134. h kThe$HOOK$is$an$experience$designed$to$ connect$the$user’s$problem$to$your$solu7on.$
  135. Each pass through the Hook helps 
 SHAPE USER PREFERENCES AND ATTITUDES.
  136. h k With%enough%frequency,% A"HABIT"IS"FORMED."
  137. 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?
  138. THE MORALITY OF MANIPULATION
  139. Designing 
 habit-forming products is a form of manipulation.
  140. Users take our technologies to bed.
  141. They check our devices before saying “good morning” to loved ones.
  142. Quite possibly, the 
 “CIGARETTE OF 
 THIS CENTURY.”
 - Ian Bogust
  143. What RESPONSIBILITY do we have when changing user behavior?
  144. THE WORLD IS FULL OF PROBLEMS TO FIX. Help others find meaning. Engage them in something important.
  145. Build the THE WORLD. you want to see in CHANGE

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