1.
hooked
@nireyal
NirAndFar.com

2.
Products can profoundly
change our behaviors

3.
PA
TT
E
SNR
?

4.
100’s of millions
of users…
…and 100’s of
millions of dollars.

5.
An impulse to do a behavior with
little or no conscious thought
hab·it

6.
Habits can be
used for good

7.
The hook is an experience designed to
connect the user’s problem to your product

8.
with enough frequency
to form a habit

9.
External Triggers
The information for what to do
next is within the trigger.

10.
Internal Triggers
The information for what to do next is informed
through an association in the user’s memory.
People Places Emotions Situations Routines

11.
Negative emotions are powerful
internal triggers
indecisive
tense
fatiguedinferior
bored
confused
fear of loss
dissatisfied
powerless
discouraged
lonesome

12.
People who are depressed
check email more often
Source: Kotikalapudi et al 2012

13.
When we feel lonely
we use .

14.
When we feel unsure
we use

15.
When we are bored
we use

16.
Do you know your customer’s
internal trigger?

17.
What triggers make
so habit-forming?

18.
external triggers

19.
solves the pain of
losing the moment.

20.
Stressed
Lonely
Curious
Insecurity
Bored
But is also
a social network.
Urge to
preserve

21.
The simplest behavior
in anticipation of a reward.

22.
Scroll

23.
Search

24.
Play

25.
b=m+a+t
According to BJ Fogg, for any behavior to occur,
we need motivation, ability, and a trigger

26.
mo·ti·va·tion
“The energy for action”
- Edward Deci

27.
Source: Dr. BJ Fogg, Stanford University
Seeking Pleasure
Seeking Hope
Seeking Acceptance
Avoiding Pain
Avoiding Fear
Avoiding Rejection
6
There are six factors that can
increase motivation

28.
Ability
The capacity to do
a particular action

29.
Time Money Physical
Effort
Brain
Cycles
Social
Deviance
Non-
routine
Six factors can increase or decrease ability

30.
Level of motivation and ability
determines if action will occur
Source: Dr. BJ Fogg, Stanford University
Motivation
Trigger
fails
Trigger
succeeds
Ability

31.
through the years
2009
2010
2011
2012
Today

32.
through the years
2009
2010
2011
2012
Today

33.
through the years
2009
2010
2011
2012
Today

34.
It all starts with the
Nucleus Accumbens
studied by Olds & Milner.
Source: Olds and Milner, 1945

35.
The Nucleus Accumbens
is activated when we crave.

36.
Were Olds & Milner
stimulating pleasure?
Not exactly.

37.
They were stimulating
the stress of desire

38.
Source: Knutson et al 2001
Our reward system activates
with anticipation

39.
Source: Knutson et al 2001
and calms when
we get what we want.

40.
That’s the itch
we seek to scratch.

41.
There is a way to
supercharge the
stress of desire.

42.
The unknown
is fascinating
Variability causes us
to focus and engage

43.
and increases behavior.

44.
The nucleus accumbens is
stimulated by variability.
The nucleus accumbens
is stimulated by
variability.

45.
tribe hunt self
3 types of variable rewards
Habit-forming tech uses 1 or more

46.
Search for
social reward
tribe

47.
partnershipempathetic joy competition

48.
We like social rewards.

49.
Search for
resources
hunt

50.
Stems from the hunt for
food and resources

51.
Hunt for variable
material rewards

52.
Hunt for variable
information rewards.

53.
Search for self-
achievement
self

54.
Leveling-up reflects
mastery and competency.

55.
Inbox or task management reflects
consistency and completion.

56.
WARNING
Variable rewards are not
a free pass.
Your product still
must address the itch.

57.
Build variable rewards that satiate the users
itch, but leave them wanting more.

58.
Users “invest” for future benefits.
TimePersonal Data Money
EffortSocial Capital
Emotional
Commitment

59.
Investments increase the likelihood
of the next pass through the Hook
in two ways.

60.
Investments
load the next
trigger of the hook
1

61.
Each new message posted on

62.
is an open invitation for an
external trigger to be returned.

63.
2.
Investments store
value, improving the
product with use.
2

64.
Content

65.
Data

66.
Followers

67.
Reputation

68.
The hook is an experience designed to
connect the user’s problem to your product

69.
Each pass through the Hook helps
shape user preferences and atitudes

70.
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?
1. What internal trigger is
the product addressing?
2. What external trigger
gets the user to the product?
The Hooked Canvas

71.
The morality of
manipulation

72.
Designing habit-forming
products is a form of
manipulation.

73.
Users take our technologies to bed.

74.
They check our devices before saying
“good morning” to loved ones.

75.
What responsibility
do we have when changing user behavior?

76.
Help others find meaning.
Engage them in something important.

77.
Photo: 7CupsOfTea.com
We can design
healthy habits

78.
Build the change you want to see in the world

79.
OpinionTo.us
Take the survey, get the slides
@nireyal
NirAndFar.com