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BUILDING HABITS
KEEPING USERS ENGAGED
@MOSTGOODSALLY SHEPARD
WHY BUILD HABITS?
Downloads do not
equal users.
(top grossing
apps)
(top grossing
apps)
What makes these
apps so
successful?
Building habits: keeping users engaged
They develop
habits with users.
WHAT IS A HABIT?
A habit is created when
a behaviour is repeated.
Behaviour = Motivation
+ Trigger
+ Action
Core Motivators
- seeking pleasure or avoiding pain
- seeking hope and avoiding fear
- seeking social acceptance while
avoiding social rejection
Habits act as
a reflex to
pain.
Habit Hook
1) Trigger
2) Action
3) Reward
4) Investment
ACTION
TRIGGER
REWARD
INVESTMENT
👋
What brings users
to your app?
External trigger:
Building habits: keeping users engaged
ACTION
TRIGGER
REWARD
INVESTMENT
“the greatest return on
investment will generally
come from increasing a
product’s ease-of-use."
-‘Hooked’
List every step
then remove as
many as possible
ACTION
TRIGGER
REWARD
INVESTMENT
❤
Variability
Building habits: keeping users engaged
ACTION
TRIGGER
REWARD
INVESTMENT
💰📊🕑🔨
The investment
should work
towards improving
their experience.
“MAKE IT SO”
Goal
Action
Trigger
Reward
Investment
Start with the
behaviour you
want the user
to adopt.
Action: ????
Goal: use app every day
1) Understand reason for
using app/feature.
2) List all steps.
3) Simplify by removing steps.
Action ⬌ Ability
🕓 💸 💪 🎓 👮 💾
⚠
Time Money Physical
Effort
Brain
Cycles
Social
Deviance
Non-
routine
Building habits: keeping users engaged
Increase
motivation
with heuristics.
The endowed
progress
effect.
Triggers: getting their
attention
1st hurdle: enabling
the trigger
Building habits: keeping users engaged
Building habits: keeping users engaged
Make triggers
easy to turn on
and off.
Reward: ❤ 🎁 ❤ 🎁 ❤
Building habits: keeping users engaged
Investment: sharing is
caring…
…but sharing too much
is creepy.
Hand-holding: Take the
user through the hook.
Misconceptions: cost,
team, time.
MEASURE & EVALUATE
Find your leaks
and fix them.
Finding leaks:
analytics are
your friend.
When adding analytics,
make events that verify
not just the success
but also the failure of
each user story.
Tip
Building habits: keeping users engaged
Define what an
ideal user is, then
look for patterns.
Iterate,
Iterate,

Iterate.
HABITS VS ADDICTION
Building habits: keeping users engaged
Manipulate for good.
EVIL
DON’T BE
👹
SUMMARY
Fix the leaks.
Fix your analytics.
📢 Get their attention
✅ Make it simple to do
💊 Alleviate their pain
🌱Give them some seeds
E V I L
DON’T BE👹
seriously,
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
THANKS FOR
LISTENING!
@MOSTGOOD
PLEASE LEAVE FEEDBACK :)
QUESTIONS?
I MIGHT HAVE SOME ANSWERS

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Building habits: keeping users engaged