Uploaded byNir Eyal
Enterprise Habit-Forming Products
The document discusses the concept of habit formation in the context of enterprise software, emphasizing the importance of internal and external triggers that motivate user behavior. It outlines the Fogg Behavior Model, which states that for a behavior to occur, there must be motivation, ability, and a trigger. Additionally, it explores how variable rewards and user investments can enhance engagement and create a more effective user experience.
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Enterprise Habit-Forming Products
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- 2. … more at: NirAndFar.com
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- 4. A BEHAVIOR DONE WITH CONSCIOUS THOUGHT LITTLE OR NO hab·it
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- 9. EXTERNAL TRIGGERS The information for what to do next is within the trigger. Billboards SO DA
- 10. INTERNAL TRIGGERS The information for what to do next is informed through an association in the user’s memory.
- 11. Negative emotions are POWERFUL INTERNAL TRIGGERS. lost 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. At work … when we feel ANXIOUS we use EMAIL
- 17. At work … when we feel INDECISIVE we use EMAIL
- 18. At work … when we feel STRESS we use EMAIL
- 19. Maybe email is makingus depressed?
- 20. This is the opportunity! Uncertainty Stress Lonely Curious FoMO Bored
- 21. What triggers make so habit-‐forming?
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- 23. pain of workplace FoMO. solves the
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- 26. The SIMPLEST BEHAVIOR in anticipation of a reward.
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- 29. According to BJ Fogg, for any behavior to occur, we need MOTIVATION, ABILITY, and a TRIGGER b=m+a+t
- 30. Fogg Behavior Model MOTIVATION ABILITY Level of motivation and ability determines if action will occur. Source: Dr. BJ Fogg, Stanford University TRIGGER SUCCEEDS TRIGGER FAILS
- 31. Time% $ Six$factors$can$increase$or$decrease$ability. % Money% Physical%effort% Brain%cycles% Social%deviance%Non8rou:ne% Source:%Dr.%BJ%Fogg,%Stanford%University%
- 32. Source: Mobile Iron, Inc. Access increases ability at
- 33. Source: Mobile Iron, Inc. Access increases ability at
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- 36. IS FASCINATING. THE UNKNOWN Variability causes us to focus and engage
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- 38. 3 types of VARIABLE REWARDS TRIBE HUNT SELF Habit-‐forming tech uses 1 OR MORE
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- 41. We Like social rewards.
- 42. We value recognition from our tribe
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- 44. Stems from the hunt for food and resources
- 45. Hunt for variable material rewards
- 46. Hunt for variable information rewards.
- 47. Hunt for variable information rewards at
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- 49. Leveling-‐up reflects MASTERY and COMPETENCY.
- 50. Inbox or task management reflects CONSISTENCY and COMPLETION.
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- 52. WARNING Variable rewards are not a free pass. Your product still must address the itch.
- 53. Build variable rewards that scratch the users itch, but leave them wanting more.
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- 55. Users “invest” for future benefits. Social Capital Money Time Effort Emotional CommitmentPersonal Data
- 56. Investments increase the likelihoodof the next pass through the Hook in TWO ways.
- 57. 1.INVESTMENTS LOAD THE NEXT TRIGGER OF THE HOOK.
- 58. Each new message posted on
- 59. … loads the next external trigger.
- 60. INVESTMENTS STORE VALUE, improving the product with use.2.
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- 66. Harnessing VERY GOOD HABITS can be FOR BUSINESS.
- 67. The HOOK 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?
- 68. Enterprise software has SUCKED FOR TOO LONG.
- 69. Users want to be in control. AUTONOMY FEELS GOOD. Source: Deci and Ryan on Self-‐Determination Theory
- 70. Habit-‐forming enterprise products can GROW FROM THE BOTTOM-‐UP.
- 72. Understanding not only what users THINK, but also what makes them TICK.
- 73. h k It’s time to build HABITS FOR GOOD @nireyal www.NirAndFar.com Take the survey. Get the slides. www.OpinionTo.Us