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.

1. Hooked
@nireyal!

2. Products
can
profoundly
CHANGE
OUR
BEHAVIORS.!

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

4. A
P

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

6. HEALTHTAP
LUMO
REFRE
SH.IO
Habits can be used for
good.!
REV
POCKET
BIA
7
CUPS
EM
ODT
PANTR
Y

11. Triggers
come
in
two
flavors:
EXTERNAL
&
INTERNAL!

12. EXTERNAL
TRIGGERS
The
informa?on
for
what
to
do
next
is
within
the
trigger.
Billboards
SODA

13. INTERNAL
TRIGGERS
The
informa?on
for
what
to
do
next
is
informed
through
an
associa?on
in
the
user’s
memory.!

14. Nega?ve
emo?ons
are
POWERFUL
INTERNAL
TRIGGERS.!
lonesome
indecisive
tense
powerless
dissaDsfied
inferior
lost!
faDgued
confused
bored
fear
of
loss
discouraged

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

16. When
we
feel
LONELY
we
use!

17. When
we
feel
UNSURE
we
use

18. When
we
are
BORED
we
use

19. Do you know your customer’s !
INTERNAL TRIGGER?

20. What
triggers
make
so
habit-­‐forming?!

21. external
triggers!

22. solves
the
pain
of
losing
the
moment.!

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

25. The!
SIMPLEST
BEHAVIOR
in
an?cipa?on
of
a
reward.

26. Scroll!

27. Search!

28. Play

29. b=m
+a+t
According
to
BJ
Fogg,
for
any
behavior
to
occur,
we
need
MOTIVATION,
ABILITY,
and
a
TRIGGER

30. “THE
ENERGY
FOR
ACTION”! mo·ti·v
a·tion
-Edward Deci

31. 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

32. ABILITY
the capacity to do
a particular action

34. 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

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

37. The
nucleus
accumbens
is
ac?vated
when
we
crave.!

38. Were
Olds &
Milner!
Not
exactly.
stimulating
pleasure?

39. They
were
s?mula?ng
the
STRESS
OF
DESIRE.!

40. Our
reward
system
ac?vates
with
an?cipa?on!
Source:
Knutson
et
al
2001

41. …
and
calms
when
we
get
what
we
want.!
Source:
Knutson
et
al
2001

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

43. There
is
a
way
to
supercharge
the
stress
of
desire.!

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

46. …and
increases
behavior.

47. The
nucleus
accumbens
is
s?mulated
by
variability.!

48. 3
types
of
VARIABLE
REWARDS!
TRIBE
HUNT
SELF
Habit-­‐forming
tech
uses
1
OR
MORE

49. SEARCH
FOR
SOCIAL
REWARDS
TRI
BE

50. partners
hip
empath
etic joy
competi
tion

51. We
Like
social
rewards.!

52. We
value
recogni?on
and
coopera?on!

53. SEARCH
FOR
RESOURCES
HU
NT

54. Stems
from
the
hunt
for
food
and
resources!

55. Hunt
for
variable
material
rewards!

56. Hunt
for
variable
informa?on
rewards.!

57. SEARCH
FOR
SELF-­‐ACHIEVEMENT
SEL
F

58. Leveling-­‐up
reflects
MASTERY
and
COMPETENCY.!

59. Inbox
or
task
management
reflects
CONSISTENCY
and
COMPLETION.!

60. WARNING
Variable
rewards
are
not
a
free
pass.
Your
product
s?ll
must
address
the
itch.!

61. Build
variable
rewards
that
scratch
the
users
itch,
but
leave
them
wan?ng
more.!

63. Users
“invest”
for
future
benefits.
Money
Social
Capital
Time
Emotional
Commitmen
t
Effort
Personal
Data

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

65. 1.
INVESTMENTS
LOAD
THE
NEXT
TRIGGER
OF
THE
HOOK.

66. Each
new
message
posted
on!

67. is
an
open
invita?on
for
an
external
trigger
to
be
returned.!

68. Loading
the
next
trigger
with
Pin
It
bu^on
!

69. INVESTMENTS
STORE
VALUE,
improving
the
product
with
use.! 2.

70. CONTENT

71. DATA

72. FOLLOWERS!

73. REPUTATION
30

75. Each
pass
through
the
Hook
helps
SHAPE
USER
PREFERENCES
AND
ATTITUDES.!

76. That
was
a
lot!
…
more
at:
NirAndFar.com

77. 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?

78. THE
MORALITY!
OF
MANIPULATION

79. Designing
habit-­‐forming
products
is
a
form
of
manipula?on.!

80. Users
take
our
technologies
to
bed.!

81. They
check
our
devices
before
saying
“good
morning”
to
loved
ones.!

82. Quite
possibly,
the
“CIGARETTE
OF
THIS
CENTURY.”
- Ian Bogust!

83. What
!
RESPONSIBILITY
do
we
have
when
changing
user
behavior?

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

85. Build
the
CHANGE
you
want
to
see
in
THE
WORLD.

86. Take
the
survey.
Get
the
slides.
www.OpinionTo.Us
@nireyal
www.nirandfar.com