The document discusses how product design can form habits in users by utilizing triggers, actions, rewards, and investments. It explains that triggers can be external cues or internal emotions and desires. Products aim to address internal pains and pleasures to motivate user behavior. Repeated use strengthens habits as the brain associates rewards with actions. However, designers must consider addiction and aim to solve user needs rather than solely profit from excessive usage.

1. h
Hooked
@nireyal
k

2. Products
can
profoundly
CHANGE
OUR
BEHAVIORS.

3. 100’s
of
millions
of
users…
…and
100’s
of
millions
of
dollars.

4. ?
NS
T
AT
P
R
E

5. Vitamins OR
Pain Killers?

6. PAIN
KILLERS
address
a
burning
need.

7. VITAMINS
are
“nice
to
have.”

8. Vitamins OR
Pain Killers?

9. With
habit-­‐forming
technology
PLEASURE
SEEKING
behavior
becomes
PAIN
ALLEVIATING
behavior

10. What
do
we
mean
by
PAIN?

11. Close
your
eyes.

12. HOW DID
YOU FEEL?

13. The
SOLUTION
TO
OUR
DISCOMFORT
is
found
in
the
product’s
use.

14. We
are
not
designing
for
addiction
Do
not
design
bor
agddiction.
f e
in
raphic
NOT
must

15. hab·it
A
BEHAVIOR
DONE
WITH
LITTLE
OR
NO
CONSCIOUS
THOUGHT

16. Habits
can
be
used
for
good.

17. Harnessing
HABITS
can
be
VERY
GOOD
FOR
BUSINESS.

18. If
your
business
requires
“unprompted
user
engagement,”

19. A
design
pattern
to
help
FORM
BETTER
PRODUCT
HYPOTHESES.

20. BUILDING
IS
EXPENSIVE

21. INCREASE
YOUR
ODDS
OF
SUCCESS.

22. h
k
The$HOOK$is$an$experience$designed$to$
connect$the$user’s$problem$to$your$solu7on.$

23. h
with%enough%%
FREQUENCY%%
to%%
FORM+A+HABIT.+
k

24. k
h
A"Hook"has"4"parts:"

25. A
-­‐
A
hook
has
4
parts:
T
-­‐
Trigger
A
-­‐
Action
R
-­‐
Reward
I -­‐
Investment

26. h
k

27. HABITS
ARE
BUILT
UPON
like
the
layers
of
a
pearl.

28. Triggers
come
in
two
flavors:
EXTERNAL
&
INTERNAL

29. EXTERNAL
TRIGGERS
The
information
for
what
to
do
next
is
within
the
trigger.
Billboards
SO
DA

30. INTERNAL
TRIGGERS
The
information
for
what
to
do
next
is
informed
through
an
association
in
the
user’s
memory.

31. Negative
emotions
are
POWERFUL
INTERNAL
TRIGGERS.
lonesome
indecisive powerless
tense
dissatisfied
confused inferior
fatigued
discouraged fear
of
loss
bored
lost

32. People
who
are
DEPRESSED
CHECK
EMAIL
MORE
OFTEN.
Source: Kotikalapudi et al 2012

33. When
we
feel
LONELY
we
use

34. When
we
feel
UNSURE
we
use

35. When
we
are
BORED
we
use

36. Do you know your customer’s
INTERNAL TRIGGER?

37. What
triggers
make
so
habit-­‐forming?

38. external
triggers

39. solves
the
pain
of
losing
the
moment.

40. But
is
also
a
social
network.
Lonely
Stresse
d Urge to
preserve
Curious
Insecurity
Bored

41. h
k

42. The
SIMPLEST
ACTION
in
anticipation
of
a
reward.

43. Scroll

44. Search

45. Play

46. m
According
to
BJ
Fogg,
for
any
behavior
to
occur,
we
need
MOTIVATION,
ABILITY,
and
a
TRIGGER

47. mo·ti·
va·tio
n
“THE
ENERGY
FOR
ACTION”
-­‐Edward Deci

48. THERE
ARE
SIX
FACTORS
THAT
CAN
INCREASE
MOTIVATION.
Seeking Pleasure
Avoiding Pain
Seeking Hope
Avoiding Fear
Seeking
Acceptance
Avoiding
Rejection
Source:
Dr.
BJ
Fogg,
Stanford
University

49. Seeking
HOPE

50. Seeking
PLEASURE

51.
Seeking
ACCEPTANCE

52. Avoiding
FEAR

53. ABILITY
the capacity to do
a particular action

54. Time%
$
Money%
Physical%effort%
%
Six$factors$can$increase$or$decrease$ability.
Brain%cycles%
Social%deviance%
Non8rou:ne%
Source:%Dr.%BJ%Fogg,%Stanford%University%

55. NOVELTY
IS
A
LIABILITY.

56. Level
of
of
motivation
and
ability
determines
if
action
will
occur.
MOTIV
ATION
TRIGGER
SUCCEEDS
TRIGGER
FAILS
Fogg
Behavior
Model
ABILIT
Source:
Dr.
BJ
Fogg,
Stanford
University

57. Simplicity
is a
function
of your
scarcest
resource
at that
-­‐BJ Fogg

58. through
the
years
2009
2010
2011
2012
2013

59. through
the
years
2009
2010
2011
2012
2013

60. through
the
years
2009
2010
2011
2012
2013

61. h
k

62.
Source:
Olds
and
Milner,
1945
It
all
starts
with
the
NUCLEUS
ACCUMBENS
studied
by
Olds
&
Milner.

63. The
nucleus
accumbens
is
activated
when
we
crave.

64. Were
Olds & Milner
stimulatin
g
pleasure?
Not
exactly.

65. They
were
stimulating
the
STRESS
OF
DESIRE.

66. Our
reward
system
activates
with
anticipation
Source:
Knutson
et
al
2001

67. …
and
calms
when
we
get
what
we
want.
Source:
Knutson
et
al
2001

68. That’s
the
ITCH
we
seek
to
SCRATCH.

69. There
is
a
way
to
supercharge
the
stress
of
desire.

71. THE
UNKNOWN
IS
FASCINATING.
Variability
causes
us
to
focus
and
engagement

72. …and
increases
behavior.

73. The
nucleus
accumbens
is
stimulated
by
variability.

74. 3
types
of
VARIABLE
REWARDS
TRIBE
HUNT
SELF
Habit-­‐forming
tech
uses
1
OR
MORE

75. SEARCH
FOR
SOCIAL
REWARDS
TRI

76. empath partner compet

77. We
Like
social
rewards.

78. We
value
recognition
and
cooperation

79. SEARCH
FOR
RESOURCES
HU

80. Stems
from
the
hunt
for
food
and
resources

81. Hunt
for
variable
material
rewards

82. Hunt
for
variable
information
rewards.

83. Hunters
on
scroll
pages.

84. SEARCH
FOR
SELF-­‐ACHIEVEMENT
SEL

85. Leveling-­‐up
reflects
MASTERY
and
COMPETENCY.

86. Inbox
or
task
management
reflects
CONSISTENCY
and
COMPLETION.

87. WARNING
Variable
rewards
are
not
a
free
pass.
Your
product
still
must
address
the
itch.

88. h
k

89. Users
“invest”
for
future
benefits.
Emotional
Personal
Commitme
Data
nt
Social
Effort
Capital
Time
Money

90. Investments increase the
likelihood of the next pass
through the Hook in
TWO
ways.

91. INVESTMENTS
LOAD
THE
NEXT
TRIGGER
OF
THE
HOOK.
1.

92. Each
new
message
posted
on

93. is
an
open
invitation
for
an
external
trigger
to
be
returned.

94. Investing
in
Refresh,
loads
the
next
trigger

95. Loading
the
next
trigger
with
Pin
It
button

96. 2.
INVESTMENTS
STORE
VALUE,
erecting
barriers
to
exit.

97. CONTENT

98. DATA

99. FOLLOWERS

100. REPUTATION
30

101. !
INVESTMENTS!
CREATES !
PREFERENCE.

102. h
k
The$HOOK$is$an$experience$designed$to$
connect$the$user’s$problem$to$your$solu7on.$

103. h
With%enough%frequency,%
A"HABIT"IS"FORMED."
k

104. A
-­‐
A
hook
has
4
parts:
T
-­‐
Trigger
A
-­‐
Action
R
-­‐
Reward
I -­‐
Investment

105. 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?
5.
What
“bit
of
work”
is
done
to
increase
the
likelihood
of
returning?
3.
What
is
the
simplest
behavior
in
anticipation
of
reward?

106. THE
MORALITY
OF
MANIPULATION

107. Designing
habit-­‐forming
products
is
a
form
of
manipulation.

108. What
RESPONSIBILITY
do
we
have
when
changing
user
behavior?

109. THE
WORLD
IS
FULL
OF
PROBLEMS
TO
FIX.
Help
others
find
meaning.
Engage
them
in
something
important.

110. Build
the
CHANGEin
you
want
to
see
THE
WORLD.

111. h
1.
Take
the
survey.
k
www.OpinionTo.Us
!
2.
Get
the
slides.
@nireyal
www.nirandfar.com