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“Minimum Loveable Products - Kahoot!”
UX Cafe, 5th March @ Shoreditch Works Village Hall

@jamiebrooker
jamie@wearehuman.c...
Behaviour Design
“Persuasion seems a
dirty word. It
shouldn’t be. We
should now embrace
that we’re in the
business of behaviour
change” - B...
www.BehaviorModel.org
Credit: BJ Fogg

High
Motivation

Fogg Behaviour Model

B = mat

Motivation

Behaviour

Triggers

At...
Desire
Credit: Nir Eyal, nirandfar.com

The Hook

Investment
Credit: Nir Eyal, nirandfar.com
Read text message

Receive text message

Example: Text messaging

Write back

Investment

...
LIKE A PLAYSTATION
FOR EDUCATION!
getkahoot.com
FOCUS ON
YOUR
HOOK!
1ST TIME
MEANS
EVERYTHING.
PROVIDE
INSTANT
REWARDS.
THE REWARD,
FOR THEM.
THE REWARD,
FOR US.
10+ YEARS WORTH OF CONTENT!
1.BEHAVIOUR CHANGE
2.EMBEDDED IN LESSONS
DEEPER
INVESTMENTS
DEEPER
REWARDS
To be in

for a better education
MAKE PEOPLE
CARE THROUGH
PRODUCT
EXPERIENCE
MAKE PEOPLE
CARE OUTSIDE
PRODUCT
EXPERIENCE
Closing thoughts
• Focus on the core hook… and make that loveable!
• Encourage deeper behaviours through simple persuasion...
Using behaviour design to create a minimum loveable product
Using behaviour design to create a minimum loveable product
Using behaviour design to create a minimum loveable product
Using behaviour design to create a minimum loveable product
Using behaviour design to create a minimum loveable product
Using behaviour design to create a minimum loveable product
Using behaviour design to create a minimum loveable product
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Using behaviour design to create a minimum loveable product

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Jamie Brooker's (We Are Human, Kahoot) talk at UX Café, March 2014.

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Transcript of "Using behaviour design to create a minimum loveable product"

  1. 1. “Minimum Loveable Products - Kahoot!” UX Cafe, 5th March @ Shoreditch Works Village Hall @jamiebrooker jamie@wearehuman.cc
  2. 2. Behaviour Design
  3. 3. “Persuasion seems a dirty word. It shouldn’t be. We should now embrace that we’re in the business of behaviour change” - BJ Fogg
  4. 4. www.BehaviorModel.org Credit: BJ Fogg High Motivation Fogg Behaviour Model B = mat Motivation Behaviour Triggers At the same time succeed here Act io Low Motivation motivation ability trigger Triggers n lin e fail here Hard to do Ability Easy to do
  5. 5. Desire
  6. 6. Credit: Nir Eyal, nirandfar.com The Hook Investment
  7. 7. Credit: Nir Eyal, nirandfar.com Read text message Receive text message Example: Text messaging Write back Investment New information
  8. 8. LIKE A PLAYSTATION FOR EDUCATION! getkahoot.com
  9. 9. FOCUS ON YOUR HOOK!
  10. 10. 1ST TIME MEANS EVERYTHING. PROVIDE INSTANT REWARDS.
  11. 11. THE REWARD, FOR THEM.
  12. 12. THE REWARD, FOR US.
  13. 13. 10+ YEARS WORTH OF CONTENT!
  14. 14. 1.BEHAVIOUR CHANGE 2.EMBEDDED IN LESSONS
  15. 15. DEEPER INVESTMENTS
  16. 16. DEEPER REWARDS
  17. 17. To be in for a better education
  18. 18. MAKE PEOPLE CARE THROUGH PRODUCT EXPERIENCE
  19. 19. MAKE PEOPLE CARE OUTSIDE PRODUCT EXPERIENCE
  20. 20. Closing thoughts • Focus on the core hook… and make that loveable! • Encourage deeper behaviours through simple persuasion (at first) • Make a promise and give your users a reason to join you on your journey • Do as much as you can outside your product... it requires less engineering but has huge impact!
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