4sq habit

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4sq habit

  1. 1. Becoming a Foursquare Addict<br />James Mao – 5/13/10<br />habits.stanford.edu<br />CC: http://bit.ly/3yJ7Xc<br />
  2. 2. Background<br />Foursquare (4sq)<br />Location based service that lets you find your friends near you<br />Check in via web, app, or SMS<br />Fun gaming elements (badges, mayor-ing)<br />www.foursquare.com<br />Behavior Grid<br />A way of describing and thinking about behavior change<br />15 ways behavior can change<br />www.behaviorgrid.org<br />
  3. 3.
  4. 4. Starting out<br />The user learns about 4sq<br />Watching a friend use it<br />Hearing friends tweet/blog about it<br />Creates a new 4sq account<br />Tries 4sq a couple times<br />May be on a friend’s account<br />
  5. 5. User types<br />We’ll segment 4sq users into 3 types<br />Browser based (less ability)<br />App based (more ability)<br />Addicts<br />All real 4sq addicts use an mobile app<br />Location awareness (increases ability by making it easy to check in)<br />
  6. 6. Two types of users<br />Browser Users<br />Select location each time<br />Higher difficulty, more time  less ability<br />Less engagement<br />Session storage issues (sometimes automatic logout)<br />Trial users start here (browser is preinstalled)<br />App Users<br />Location awareness<br />1-click check in, easier  more ability<br />Higher engagement<br />One time cost (time) to install app<br />
  7. 7. Browser users  Addict<br />Bookmarking 4sq lowers barriers (slightly)<br />Check in for a while<br />This is a Span (time limited) behavior because the action is too difficult<br />Cannot sustain browser UI for frequent check in<br />User either loses interest or eventually buys a 4sq capable phone<br />
  8. 8. App users  Addict<br />One time install of the 4sq app<br />Easy, repeat of known behavior (BlueDot)<br />Try checking in for a while<br />User tries different frequency of check in to determine interest<br />User either loses interest or settles into a habit (Addict!)<br />
  9. 9. Addict behavior<br />User has found a frequency of check in that suits lifestyle<br />Check in for life (BlueSpan)<br />Becomes a part of the routine, like email<br />
  10. 10. Maintenance of addiction<br />4sq uses badges to boost user actions for a period of time (PurplePath)<br />Badges are permanent, some temporary boost<br />4sq uses “Mayor-ing” to boost user actions<br />Being mayor requires constant check in<br />Span behavior<br />
  11. 11. Conclusion<br />Behavior Grid model provides language to describe 4sq’s user acquisition model<br />Allows for analysis and comparison of acquisition flows for different services<br />

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