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GSummit SF 2014 - Hooked: How to Build Habit-Forming Products by Nir Eyal @nireyal

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GSummit SF 2014 - Hooked: How to Build Habit-Forming Products by Nir Eyal @nireyal

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

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