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Nir Eyal!
Hooked: How to Build Habit-
Forming Products
April 2014!
@DanielMcgaw #KISSwebinar
Join us on Twi er!
@nireyal #KISSwebinar
Join us on Twi er!
Nir Eyal
Author
@nireyal!
Presenter!
Nir Eyal writes, consults, and teaches about the
intersection of psychology, technology, and
business. Nir founded and sold two companies
since 2003 and has taught the "Using
Neuroscience to Influence Human Behavior"
course as a lecturer at the Stanford Graduate
School of Business.
WATCH THIS WEBINAR RECORDING NOW
Hooked
@nireyal!
Products!can!profoundly!!
CHANGE'OUR'BEHAVIORS.!
100 s!of!millions!of!
users…!
…and!100 s!of!!
millions!of!dollars.!
P!A!
A'BEHAVIOR'DONE'WITH!
CONSCIOUS'!
THOUGHT!
LITTLE'OR'NO''!
hab·it!
HEALTHTAP!
REV!
POCKET!
BIA!
LUMO!
7CUPS!
EMODT!
PANTRYLABS!
Habitscanbeusedforgood.!
REFRESH.IO!
HABITS'ARE''
BUILT'UPON''
like!the!layers!of!a!
pearl.!
Triggers!come!in!two!flavors:!
EXTERNAL'&''
INTERNAL!
EXTERNAL'TRIGGERS'
The!informa@on!for!what!to!do!next!!
is!within!the!trigger.!
Billboards! SODA!
INTERNAL'TRIGGERS'
The!informa@on!for!what!to!do!next!is!informed!!
through!an!associa@on!in!the!user s!memory.!
Nega@ve!emo@ons!are!POWERFUL'INTERNAL'TRIGGERS.!
lost!
indecisive!
tense!
faDgued!inferior!
bored!
confused!
fear!of!loss!
dissaDsfied!
powerless!
discouraged!
lonesome!
People!who!are!DEPRESSED'CHECK'EMAIL'MORE'OFTEN.!
!!Source:(Ko*kalapudi(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!habitIforming?!
!external!triggers!
of!losing!the!moment.!
solves!the!pain!
But!!!!!!!!!!!!!!!!!!!!!!!!is!also!
a!social!network.!
Urgeto
preserve!
Stressed!
Lonely!
Curious!
Insecurity!
Bored!
The!
SIMPLEST'BEHAVIOR!
in!an@cipa@on!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!
THE'ENERGY'FOR'ACTION !
mo·ti·va·tion!
5Edward(Deci!
THERE'ARE'SIX'FACTORS'
THAT'CAN'INCREASE'
MOTIVATION.!
SeekingPleasure
AvoidingPain
SeekingHope
AvoidingFear
SeekingAcceptance
AvoidingRejection!
Source:!Dr.!BJ!Fogg,!Stanford!University!!!
ABILITY!
the capacity to do
a particular action!
Fogg!Behavior!Model!
MOTIVATION!
ABILITY!
Level'of'moDvaDon'and'ability'
determines'if'acDon'will'occur.!
Source:!Dr.!BJ!Fogg,!Stanford!University!
TRIGGER'!
SUCCEEDS!
TRIGGER'!
FAILS!
through'the'years!
2009!
2010! 2011! 2012! 2014!
2009!
2010!
2011! 2012!
through'the'years!
2014!
2009! 2010! 2011! 2012!
2014!
through'the'years!
LOG IN WITH GOOGLE
studied!by!Olds!&!Milner.!
NUCLEUS'!
It!all!starts!with!the!
ACCUMBENS!
!!Source:!Olds!and!Milner,!1945!
The!nucleus!accumbens!!
is!ac@vated!when!!
we!crave.!
Olds & Milner!
Notexactly.!
stimulating!
pleasure?!
Were!
They!were!s@mula@ng!the!!
STRESS'OF'DESIRE.!
Our!reward!system!ac@vates!!
with!an@cipa@on!
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.!
IS'FASCINATING.!
THE'UNKNOWN!
Variability!causes!us!to!!
focus!and!engagement!
…and!increases!behavior.!
The!nucleus!accumbens!is!s@mulated!
by!variability.!
3'types'of'VARIABLE'REWARDS!
TRIBE! HUNT! SELF!
HabitIforming!tech!uses!1'OR'MORE!
TRIBE!
SEARCH'FOR!
SOCIAL'REWARDS!
partnership!empatheticjoy! competition!
We!Like!social!rewards.!
We!value!recogni@on!and!coopera@on!
HUNT!
SEARCH'FOR!
RESOURCES!
Stems!from!the!hunt!for!food!and!resources!
Hunt!for!variable!material!rewards!
Hunt!!
for!variable!
informa@on!!
rewards.!
SELF!
SELFVACHIEVEMENT!
SEARCH'FOR!
LevelingIup!reflects!MASTERY'and'COMPETENCY.!
Inbox!or!task!management!reflects!!
CONSISTENCY'and'COMPLETION.!
WARNING!
Variable!rewards!are!not!a!free!pass.!!
Your!product!s@ll!must!address!the!itch.!
Build!variable!rewards!that!scratch!the!users!itch,!
but!leave!them!wan@ng!more.!
Users! invest !for!future!benefits.!
Social
Capital!
Money!
Time!
Effort!
Emotional
Commitment!
Personal
Data!
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!
invita@on!for!an!
external!trigger!to!
be!returned.!
Loading!the!next!trigger!with!Pin!It!bu^on!!
INVESTMENTS'STORE'VALUE,''
improving!the!product!with!use.!2.!
CONTENT!
DATA!
FOLLOWERS!
REPUTATION!
30!
Each!pass!through!the!Hook!helps!!
SHAPE'USER'PREFERENCES'AND'ATTITUDES.!
That!was!a!lot!!
…!more!at:!
NirAndFar.com!
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!wan@ng!more?!
3.!What!is!the!simplest!
behavior!in!an@cipa@on!
of!reward?!
5.!What! bit!of!work !is!done!
to!increase!the!likelihood!of!
returning?!
THE'MORALITY!
OF'MANIPULATION!
Designing!!
habitIforming!!
products!is!a!form!
of!manipula@on.!
Users!take!our!technologies!to!bed.!
They!check!our!devices!before!saying! good!
morning !to!loved!ones.!
Quite!possibly,!the!!!
CIGARETTE'OF''
THIS'CENTURY. '
5(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!!
THE'WORLD.!
you!want!to!see!in!
CHANGE!
THANK YOU!
Nir Eyal
@nireyal!

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