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- h Hooked @nireyal k
- Products can profoundly CHANGE OUR BEHAVIORS.
- 100’s of millions of users… …and 100’s of millions of dollars.
- ? NS T AT P R E
- I wrote this … … more at: NirAndFar.com
- Vitamins OR Pain Killers?
- PAIN KILLERS address a burning need.
- VITAMINS are “nice to have.”
- Vitamins OR Pain Killers?
- With habit-‐forming technology PLEASURE SEEKING behavior becomes PAIN ALLEVIATING behavior
- What do we mean by PAIN?
- Close your eyes.
- HOW DID YOU FEEL?
- When we FEEL AN ITCH we seek to SCRATCH IT.
- The SOLUTION TO OUR DISCOMFORT is found in the product’s use.
- We are not designing for addiction Do not design for addiction. NOT must be in graphic
- hab·it A BEHAVIOR DONE WITH LITTLE OR NO CONSCIOUS THOUGHT
- HEALTHTAP LUMO POCKET REFRESH.IO EMODT Habits can be used for good. REV 7 CUPS BIA PANTRY LABS
- 1. FREQUENCY Source: Judah, G; Gardner, B; Aunger, R; 2013
- 2. ATTITUDE CHANGE Source: Judah, G; Gardner, B; Aunger, R; 2013
- Harnessing HABITS can be VERY GOOD FOR BUSINESS.
- Creating consumer habits drives HIGHER CUSTOMER LIFETIME VALUE (CLTV).
- Creating consumer habits gives companies GREATER FLEXIBILITY TO INCREASE PRICES.
- Creating consumer habits SUPERCHARGES GROWTH.
- Creating consumer habits INCREASES DEFENSIBILITY.
- HARD WORK However, forming new habits is
- AND EXCEPTIONALLY RARE.
- But if your business requires “unprompted user engagement,”
- A design pattern to help FORM BETTER PRODUCT HYPOTHESES.
- BUILDING IS EXPENSIVE
- INCREASE YOUR ODDS OF SUCCESS.
- h k The$HOOK$is$an$experience$designed$to$ connect$the$user’s$problem$to$your$solu7on.$
- h with%enough%% FREQUENCY%% to%% FORM+A+HABIT.+ k
- k h A"Hook"has"4"parts:"
- A -‐ A hook has 4 parts: T -‐ Trigger A -‐ Action R -‐ Reward I -‐ Investment
- h k
- HABITS ARE BUILT UPON like the layers of a pearl.
- Triggers come in two flavors: EXTERNAL & INTERNAL
- EXTERNAL TRIGGERS The information for what to do next is within the trigger. Billboards SO DA
- Optimizing external triggers = Growth Hacking
- INTERNAL TRIGGERS The information for what to do next is informed through an association in the user’s memory.
- Negative emotions are POWERFUL INTERNAL TRIGGERS. lonesome indecisive powerless tense dissatisfied confused inferior fatigued discouraged fear of loss bored lost
- People who are DEPRESSED CHECK EMAIL MORE OFTEN. Source: Kotikalapudi et al 2012
- When we feel LONELY we use
- When we feel UNSURE we use
- When we are BORED we use
- Do you know your customer’s INTERNAL TRIGGER?
- What triggers make so habit-‐forming?
- external triggers
- solves the pain of losing the moment.
- But is also a social network. Lonely Stressed Curious Urge to preserve Bored Insecurity
- h k
- The SIMPLEST ACTION in anticipation of a reward.
- Scroll
- Search
- Play
- According to BJ Fogg, for any behavior to occur, we need MOTIVATION, ABILITY, and a TRIGGER b=m+a+t
- mo·ti·va·tion “THE ENERGY FOR ACTION” -‐Edward Deci
- THERE ARE SIX FACTORS THAT CAN INCREASE MOTIVATION. Seeking Pleasure Avoiding Pain Seeking Hope Avoiding Fear Seeking Acceptance Avoiding Rejection Source: Dr. BJ Fogg, Stanford University
- Seeking HOPE
- Seeking PLEASURE
- Avoiding FEAR
- Seeking ACCEPTANCE
- ABILITY the capacity to do a particular action
- Time% $ Money% Physical%effort% % Six$factors$can$increase$or$decrease$ability. Brain%cycles% Social%deviance% Non8rou:ne% Source:%Dr.%BJ%Fogg,%Stanford%University%
- Level of of motivation and ability determines if action will occur. MOTIVATION TRIGGER SUCCEEDS TRIGGER FAILS Fogg Behavior Model ABILITY Source: Dr. BJ Fogg, Stanford University
- Simplicity is a function of your scarcest resource at that moment. -‐BJ Fogg
- through the years 2009 2010 2011 2012 2013
- through the years 2009 2010 2011 2012 2013
- through the years 2009 2010 2011 2012 2013
- h k
- Source: Olds and Milner, 1945 It all starts with the NUCLEUS ACCUMBENS studied by Olds & Milner.
- The nucleus accumbens is activated when we crave.
- Were Olds & Milner stimulating pleasure? Not exactly.
- They were stimulating the STRESS OF DESIRE.
- Our reward system activates with anticipation Source: Knutson et al 2001
- … and calms when we get what we want. Source: Knutson et al 2001
- That’s the ITCH we seek to SCRATCH.
- There is a way to supercharge the stress of desire.
- THE UNKNOWN IS FASCINATING. Variability causes us to focus and engagement
- …and increases behavior.
- The nucleus accumbens is stimulated by variability.
- 3 types of VARIABLE REWARDS TRIBE HUNT SELF Habit-‐forming tech uses 1 OR MORE
- SEARCH FOR SOCIAL REWARDS TRIBE
- empathetic joy partnership competition
- We Like social rewards.
- We LOVE our tribes.
- We value recognition and cooperation
- SEARCH FOR RESOURCES HUNT
- Stems from the hunt for food and resources
- Hunt for variable material rewards
- Hunt for variable material rewards
- Hunt for variable information rewards.
- Hunters on scroll pages.
- SEARCH FOR SELF-‐ACHIEVEMENT SELF
- Leveling-‐up reflects MASTERY and COMPETENCY.
- Inbox or task management reflects CONSISTENCY and COMPLETION.
- WARNING Variable rewards are not a free pass. Your product still must address the itch.
- Build variable rewards that scratch the users itch, but leave them wanting more.
- h k
- Users “invest” for future benefits. Money Social Capital Personal Data Time Emotional Commitment Effort
- Investments increase the likelihood of the next pass through the Hook in TWO ways.
- 1. INVESTMENTS LOAD THE NEXT TRIGGER OF THE HOOK.
- Each new message posted on
- is an open invitation for an external trigger to be returned.
- Loading the next trigger with Pin It button
- The Hook External Trigger: Facebook, Twitter, WOM Interesting objects (Hunt) Re-‐pin, follow, comment Scroll (Early User – “Consumer” )
- The Hook External Trigger: Emails and notifications Internal Trigger: Fear of losing content, boredom What did friend post? (Tribe) Interesting objects (Hunt) Install Pin It button, Pin, Re-‐pin, follow, comment (Experienced User – “Curators”) Log-‐in
- 2. INVESTMENTS STORE VALUE, improving the product with use.
- CONTENT
- DATA
- FOLLOWERS
- REPUTATION 30
- ! INVESTMENTS! CREATES ! PREFERENCE.
- We value things more when put work in them. 3rd Party Bids $0.05 Expert Origami $0.27 Source: Ariely, Mochon, and Norton, 2012 Self-made Origami $0.23
- As we invest, we seek to be consistent with our past behaviors. Group 1 Group 2 Source: Freedman & Fraser, 1966 76% 17%
- Changing attitude and perception to avoid COGNITIVE DISSONANCE. Source: Jon Esler, 1983
- We change our preferences, tastes and attitudes.
- h k The$HOOK$is$an$experience$designed$to$ connect$the$user’s$problem$to$your$solu7on.$
- Each pass through the Hook helps SHAPE USER PREFERENCES AND ATTITUDES.
- h With%enough%frequency,% A"HABIT"IS"FORMED." k
- A -‐ A hook has 4 parts: T -‐ Trigger A -‐ Action R -‐ Reward I -‐ Investment
- 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? 5. What “bit of work” is done to increase the likelihood of returning? 3. What is the simplest behavior in anticipation of reward?
- THE MORALITY OF MANIPULATION
- Designing habit-‐forming products is a form of manipulation.
- Users take our technologies to bed.
- They check our devices before saying “good morning” to loved ones.
- Quite possibly, the “CIGARETTE OF THIS CENTURY.” -‐ Ian Bogust
- What RESPONSIBILITY do we have when changing user behavior?
- THE WORLD IS FULL OF PROBLEMS TO FIX. Help others find meaning. Engage them in something important.
- Build the CHANGE you want to see in THE WORLD.
- Read this … … more at: NirAndFar.com
- h 1. Take the survey. k www.OpinionTo.Us ! 2. Get the slides. @nireyal www.nirandfar.com
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