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163 hooking users on your product (phil gross)

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ProductCamp Boston May 12 2018

Published in: Marketing
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163 hooking users on your product (phil gross)

  1. 1. Hooking Users on Your Product How to use Mad Science for Fun and Profit ProductCamp Boston 2018 Phil Gross - philbo@philbo.com - @philbog
  2. 2. Phil Gross - philbo@philbo.com - @philbog Most recent: VP of Product Management, The Nielsen Company Prior Roles - Visual IQ (VP Product Management, User Experience and Documentation) - Intuit (Product Leader, Marketing and Business Operations) - KANA Software (Product, Knowledge Management and Professional Services) Masters Degree in Cognitive Science and Artificial Intelligence - State University of New York About Me
  3. 3. Agenda - Stating the Problem - Theoretical Background - What drives User Engagement? - Key Strategies - Some Case Studies - B2B and B2C Differences? - Discussion
  4. 4. Really, this is a fundamental question - What drives user behavior? What causes humans to do what they do? What Drives User Engagement?
  5. 5. Theory and Application
  6. 6. Maslow’s Hierarchy of Needs
  7. 7. Maslow’s Hierarchy of Needs Diagram (modified) © CC-BY-SA-3.0 WIFI Battery Charge
  8. 8. Empathy Mapping Diagram © 2017 Dave Gray xplane.com Understand what drives clients Actively listen Plot needs on continuum Build chains to higher levels
  9. 9. Active Interviewing
  10. 10. Stimulus and Response Models of Habit Formation
  11. 11. Classical and Operant Conditioning (Pavlov, Skinner) (C) Perey - CC-BY-SA 4.0
  12. 12. Classical Conditioning (with a twist) - Duhigg Reward Cue Routine (the habit) Why do we have habits? They save effort Cue: Trigger that tells your brain to go into an automatic loop - bypassing your need to pay attention Routine: The behavior or set of actions that follow automatically Reward: The reinforcement for the habit, strengthening the pathway over time Duhigg, Charles. (2012) The power of habit
  13. 13. Changing Habits (Duhigg) Reward Cue Routine Two ways to easily create or change habits: - Create a new Cue: - Toothpaste: ‘Film in mouth’ equated with dirty teeth - totally false, but universal cue - Provide New Reward: - Febreeze had no scent - no reward to cue habit formation
  14. 14. Hooked - Nir Eyal Eyal, Nir. (2013) Hooked :How to build habit-forming products Investment Trigger Action Variable Reward ▪ Trigger can be internal or external ▫ Action probability can be increased by: ■ ease of taking the action ■ motivation for the action ▪ Variable reward is the key to reinforcement ▪ Investment makes the product have a higher perceived value
  15. 15. Real World Examples
  16. 16. Some examples - where things are done well - Email integration - Clear next actions - Interaction driven content What I see is different than what you see - based on my interaction with the site Clear calls to action drive re-engagement with the site
  17. 17. Some examples - where things are done well - Email integration - Clear next actions - Interaction driven content
  18. 18. Some examples - where things are done well Next action doesn’t require thinking Stopping is harder than continuing to watch
  19. 19. Discussion
  20. 20. Thank You! Any questions? You can find me at ▪ @philbog ▪ philbo@philbo.com ▪ http://www.linkedin.com/in/philipgross Presentation template by SlidesCarnival

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