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Hooked – How to Build Habit-Forming Products - Nir Eyal

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In an age of ever-increasing distractions, quickly creating customer habits is an important characteristic of successful products. In this talk, Nir Eyal shares his approach for product design thinking in a collaborative world.

Published in: Software

Hooked – How to Build Habit-Forming Products - Nir Eyal

  1. 1. Hooked @nireyal!
  2. 2. Products can profoundly CHANGE OUR BEHAVIORS.!
  3. 3. 100’s of millions of users… …and 100’s of millions of dollars.
  4. 4. A P
  5. 5. hab·it A BEHAVIOR DONE WITH! LITTLE OR NO CONSCIOUS THOUGHT
  6. 6. HEALTHTAP LUMO REFRE SH.IO Habits can be used for good.! REV POCKET BIA 7 CUPS EM ODT PANTR Y
  7. 7. Triggers come in two flavors: EXTERNAL & INTERNAL!
  8. 8. EXTERNAL TRIGGERS The informa?on for what to do next is within the trigger. Billboards SODA
  9. 9. INTERNAL TRIGGERS The informa?on for what to do next is informed through an associa?on in the user’s memory.!
  10. 10. Nega?ve emo?ons are POWERFUL INTERNAL TRIGGERS.! lonesome indecisive tense powerless dissaDsfied inferior lost! faDgued confused bored fear of loss discouraged
  11. 11. People who are DEPRESSED CHECK EMAIL MORE OFTEN.! Source: Kotikalapudi et al 2012
  12. 12. When we feel LONELY we use!
  13. 13. When we feel UNSURE we use
  14. 14. When we are BORED we use
  15. 15. Do you know your customer’s ! INTERNAL TRIGGER?
  16. 16. What triggers make so habit-­‐forming?!
  17. 17. external triggers!
  18. 18. solves the pain of losing the moment.!
  19. 19. But is also a social network. Stresse Urge to preserve d Lonely Curious Insecurity Bored
  20. 20. The! SIMPLEST BEHAVIOR in an?cipa?on of a reward.
  21. 21. Scroll!
  22. 22. Search!
  23. 23. Play
  24. 24. b=m +a+t According to BJ Fogg, for any behavior to occur, we need MOTIVATION, ABILITY, and a TRIGGER
  25. 25. “THE ENERGY FOR ACTION”! mo·ti·v a·tion -Edward Deci
  26. 26. THERE ARE SIX FACTORS THAT CAN INCREASE MOTIVATION. Seeking Pleasure Avoiding Pain Seeking Hope Avoiding Fear Seeking Acceptance Avoiding Source: Dr. BJ Fogg, Stanford University
  27. 27. ABILITY the capacity to do a particular action
  28. 28. MOTI VATIO N Fogg Behavior Model Level of moDvaDon and ability determines if acDon will occur. TRIGGER SUCCEEDS ABILIT Source: Dr. BJ Fogg, Stanford University TRIGGER FAILS
  29. 29. It all starts with the NUCLEUS ACCUMBENS studied by Olds & Milner.! Source: Olds and Milner, 1945
  30. 30. The nucleus accumbens is ac?vated when we crave.!
  31. 31. Were Olds & Milner! Not exactly. stimulating pleasure?
  32. 32. They were s?mula?ng the STRESS OF DESIRE.!
  33. 33. Our reward system ac?vates with an?cipa?on! Source: Knutson et al 2001
  34. 34. … and calms when we get what we want.! Source: Knutson et al 2001
  35. 35. That’s the ITCH we seek to SCRATCH.
  36. 36. There is a way to supercharge the stress of desire.!
  37. 37. THE UNKNOWN IS FASCINATING.! Variability causes us to focus and engagement
  38. 38. …and increases behavior.
  39. 39. The nucleus accumbens is s?mulated by variability.!
  40. 40. 3 types of VARIABLE REWARDS! TRIBE HUNT SELF Habit-­‐forming tech uses 1 OR MORE
  41. 41. SEARCH FOR SOCIAL REWARDS TRI BE
  42. 42. partners hip empath etic joy competi tion
  43. 43. We Like social rewards.!
  44. 44. We value recogni?on and coopera?on!
  45. 45. SEARCH FOR RESOURCES HU NT
  46. 46. Stems from the hunt for food and resources!
  47. 47. Hunt for variable material rewards!
  48. 48. Hunt for variable informa?on rewards.!
  49. 49. SEARCH FOR SELF-­‐ACHIEVEMENT SEL F
  50. 50. Leveling-­‐up reflects MASTERY and COMPETENCY.!
  51. 51. Inbox or task management reflects CONSISTENCY and COMPLETION.!
  52. 52. WARNING Variable rewards are not a free pass. Your product s?ll must address the itch.!
  53. 53. Build variable rewards that scratch the users itch, but leave them wan?ng more.!
  54. 54. Users “invest” for future benefits. Money Social Capital Time Emotional Commitmen t Effort Personal Data
  55. 55. Investments increase the likelihood of the next pass through the Hook in TWO ways.!
  56. 56. 1. INVESTMENTS LOAD THE NEXT TRIGGER OF THE HOOK.
  57. 57. Each new message posted on!
  58. 58. is an open invita?on for an external trigger to be returned.!
  59. 59. Loading the next trigger with Pin It bu^on !
  60. 60. INVESTMENTS STORE VALUE, improving the product with use.! 2.
  61. 61. CONTENT
  62. 62. DATA
  63. 63. FOLLOWERS!
  64. 64. REPUTATION 30
  65. 65. Each pass through the Hook helps SHAPE USER PREFERENCES AND ATTITUDES.!
  66. 66. That was a lot! … more at: NirAndFar.com
  67. 67. 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 wan?ng more? 3. What is the simplest behavior in an?cipa?on of reward? 5. What “bit of work” is done to increase the likelihood of returning?
  68. 68. THE MORALITY! OF MANIPULATION
  69. 69. Designing habit-­‐forming products is a form of manipula?on.!
  70. 70. Users take our technologies to bed.!
  71. 71. They check our devices before saying “good morning” to loved ones.!
  72. 72. Quite possibly, the “CIGARETTE OF THIS CENTURY.” - Ian Bogust!
  73. 73. What ! RESPONSIBILITY do we have when changing user behavior?
  74. 74. THE WORLD IS FULL OF PROBLEMS TO FIX.! Help others find meaning. Engage them in something important.
  75. 75. Build the CHANGE you want to see in THE WORLD.
  76. 76. Take the survey. Get the slides. www.OpinionTo.Us @nireyal www.nirandfar.com

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