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Building habits: keeping users engaged

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So you’ve got some downloads but downloads don’t necessarily equate to active users. How can you engage a first time user? How can you keep them coming back to your app?
-Building habits
-Joyful first experiences
-The awesome power of email
-Deep-linking
-Pushing for good
-Helpful help sections
Presented at 360iDev 2015.

Published in: Design, Marketing
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Building habits: keeping users engaged

  1. BUILDING HABITS KEEPING USERS ENGAGED @MOSTGOODSALLY SHEPARD
  2. WHY BUILD HABITS?
  3. Downloads do not equal users.
  4. (top grossing apps)
  5. (top grossing apps)
  6. What makes these apps so successful?
  7. They develop habits with users.
  8. WHAT IS A HABIT?
  9. A habit is created when a behaviour is repeated.
  10. Behaviour = Motivation + Trigger + Action
  11. Core Motivators - seeking pleasure or avoiding pain - seeking hope and avoiding fear - seeking social acceptance while avoiding social rejection
  12. Habits act as a reflex to pain.
  13. Habit Hook 1) Trigger 2) Action 3) Reward 4) Investment
  14. ACTION TRIGGER REWARD INVESTMENT
  15. 👋
  16. What brings users to your app? External trigger:
  17. ACTION TRIGGER REWARD INVESTMENT
  18. “the greatest return on investment will generally come from increasing a product’s ease-of-use." -‘Hooked’
  19. List every step then remove as many as possible
  20. ACTION TRIGGER REWARD INVESTMENT
  21. ❤ Variability
  22. ACTION TRIGGER REWARD INVESTMENT
  23. 💰📊🕑🔨
  24. The investment should work towards improving their experience.
  25. “MAKE IT SO”
  26. Goal Action Trigger Reward Investment
  27. Start with the behaviour you want the user to adopt.
  28. Action: ???? Goal: use app every day
  29. 1) Understand reason for using app/feature. 2) List all steps. 3) Simplify by removing steps. Action ⬌ Ability
  30. 🕓 💸 💪 🎓 👮 💾 ⚠ Time Money Physical Effort Brain Cycles Social Deviance Non- routine
  31. Increase motivation with heuristics.
  32. The endowed progress effect.
  33. Triggers: getting their attention
  34. 1st hurdle: enabling the trigger
  35. Make triggers easy to turn on and off.
  36. Reward: ❤ 🎁 ❤ 🎁
  37. Investment: sharing is caring…
  38. …but sharing too much is creepy.
  39. Hand-holding: Take the user through the hook.
  40. Misconceptions: cost, team, time.
  41. MEASURE & EVALUATE
  42. Find your leaks and fix them.
  43. Finding leaks: analytics are your friend.
  44. When adding analytics, make events that verify not just the success but also the failure of each user story. Tip
  45. Define what an ideal user is, then look for patterns.
  46. Iterate, Iterate, Iterate.
  47. HABITS VS ADDICTION
  48. Manipulate for good.
  49. EVIL DON’T BE 👹
  50. SUMMARY
  51. Fix the leaks. Fix your analytics.
  52. 📢 Get their attention ✅ Make it simple to do 💊 Alleviate their pain 🌱Give them some seeds
  53. E V I L DON’T BE👹 seriously,
  54. Books! Hooked - Nir Eyal Subject to Change - Merholz, Schauer, Verba, Wilkens User Experience Innovation - Christian Kraft Designing for Behaviour Change - Steven Wendel Lean Startup - Eric Ries
  55. THANKS FOR LISTENING! @MOSTGOOD
  56. PLEASE LEAVE FEEDBACK :)
  57. QUESTIONS? I MIGHT HAVE SOME ANSWERS

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