The document discusses how products form habits in users by using triggers and rewards in a hook model. It explains that triggers cue users to take action and come in external and internal forms. External triggers include paid, earned, relationship and owned triggers like advertising or social sharing. Internal triggers are associations stored in memory that are often negative emotions like loneliness or uncertainty. The hook model also involves a simple action like scrolling or searching that users take in anticipation of a reward. Rewards can be social rewards from others, the pleasure of discovery, or self-improvement. By making the action rewarding yet variable, users become engaged in repetitive behaviors that form habits over time.
Products can profoundly CHANGE OUR BEHAVIORS.
100’s of millions of users and 100’s of millions of dollars.
Habit: A BEHAVIOR DONE WITH CONSCIOUS THOUGHT LITTLE OR NO
HABITS ARE BUILT UPON like the layers of a pearl.
Triggers come in two favors: EXTERNAL & INTERNAL
EXTERNAL TRIGGERS: The information for what to do next is within the trigger. Billboards SODA
INTERNAL TRIGGERS: The information for what to do next is informed through an association in the users Billboards SODA
People who are depressed check email more often
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?
Fear of losing the moment. Solves the pain but it is also a social network.
The SIMPLEST BEHAVIOR in anticipation of a reward.
According to BJ Fogg, for any behavior to occur, we need MOTIVATION, ABILITY, and a TRIGGER
THE ENERGY FOR ACTION
THERE ARE SIX FACTORS THAT CAN INCREASE MOTIVATION. Seeking Pleasure, Avoiding Pain, Seeking Hope, Avoiding Fear, Seeking Acceptance, Avoiding Rejection
ABILITY: the capacity to do a particular action
Level of motivation and ability determines if action will occur. Source: Dr. BJ Fogg, Stanford University TRIGGER SUCCEEDS TRIGGER FAILS
It all starts with the ACCUMBENS
Not exactly stimulating pleasure?
They were stimulating the STRESS OF DESIRE.
Our reward system activates with anticipation … and calms when we get what we want.
That’s the ITCH we seek to SCRATCH.
There is a way to supercharge the stress of desire.
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
TRIBE SEARCH FOR SOCIAL REWARDS
We like social rewards
We value recognition and cooperation
HUNT SEARCH FOR RESOURCES
Stems from the hunt for food and resources
Hunt for variable material rewards
Hunt for variable information rewards
WARNING! Variable rewards are not a free pass. Your products must address the itch
Build variable rewards that scratch the users itch but leave them wanting more
Users invest for future benefits: Social Capital, Money, Time, Effort, Emotional Commitment, and Personal Data
Investments increase the likelihood of the next pass through the Hook in TWO ways
INVESTMENTS LOAD THE NEXT TRIGGER OF THE HOOK
Each pass through the Hook helps
THE MORALITY 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.
What do we have when changing user behavior? RESPONSIBILITY
THE WORLD IS FULL OF PROBLEMS TO FIX
Build the world you want to see
Retail Challengers - Presentation by Dominik Richter, Founder & CEO of Hello Fresh at the NOAH 2015 Conference in Berlin, Tempodrom on the 10th of June 2015.
Products can profoundly CHANGE OUR BEHAVIORS.
100’s of millions of users and 100’s of millions of dollars.
Habit: A BEHAVIOR DONE WITH CONSCIOUS THOUGHT LITTLE OR NO
HABITS ARE BUILT UPON like the layers of a pearl.
Triggers come in two favors: EXTERNAL & INTERNAL
EXTERNAL TRIGGERS: The information for what to do next is within the trigger. Billboards SODA
INTERNAL TRIGGERS: The information for what to do next is informed through an association in the users Billboards SODA
People who are depressed check email more often
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?
Fear of losing the moment. Solves the pain but it is also a social network.
The SIMPLEST BEHAVIOR in anticipation of a reward.
According to BJ Fogg, for any behavior to occur, we need MOTIVATION, ABILITY, and a TRIGGER
THE ENERGY FOR ACTION
THERE ARE SIX FACTORS THAT CAN INCREASE MOTIVATION. Seeking Pleasure, Avoiding Pain, Seeking Hope, Avoiding Fear, Seeking Acceptance, Avoiding Rejection
ABILITY: the capacity to do a particular action
Level of motivation and ability determines if action will occur. Source: Dr. BJ Fogg, Stanford University TRIGGER SUCCEEDS TRIGGER FAILS
It all starts with the ACCUMBENS
Not exactly stimulating pleasure?
They were stimulating the STRESS OF DESIRE.
Our reward system activates with anticipation … and calms when we get what we want.
That’s the ITCH we seek to SCRATCH.
There is a way to supercharge the stress of desire.
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
TRIBE SEARCH FOR SOCIAL REWARDS
We like social rewards
We value recognition and cooperation
HUNT SEARCH FOR RESOURCES
Stems from the hunt for food and resources
Hunt for variable material rewards
Hunt for variable information rewards
WARNING! Variable rewards are not a free pass. Your products must address the itch
Build variable rewards that scratch the users itch but leave them wanting more
Users invest for future benefits: Social Capital, Money, Time, Effort, Emotional Commitment, and Personal Data
Investments increase the likelihood of the next pass through the Hook in TWO ways
INVESTMENTS LOAD THE NEXT TRIGGER OF THE HOOK
Each pass through the Hook helps
THE MORALITY 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.
What do we have when changing user behavior? RESPONSIBILITY
THE WORLD IS FULL OF PROBLEMS TO FIX
Build the world you want to see
Retail Challengers - Presentation by Dominik Richter, Founder & CEO of Hello Fresh at the NOAH 2015 Conference in Berlin, Tempodrom on the 10th of June 2015.
How to Hook Customers with Habit-forming ProductsWrike
https://www.wrike.com/blog/interview-with-nir-eyal-hooked/ - Engaging products don't happen by mistake. We interviewed Nir Eyal, author of Hooked: How To Build Habit-Forming Products. His background in advertising and gaming has led him to write about consumer psychology principles that change customers' behavior. He explains how to create engaging products using the Hook model.
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Test & Learn: Hooked - How to Build Habit Forming Products Optimizely
In an age of ever-increasing distractions, quickly creating customer habits is an important characteristic of successful products. How do companies create products people use every day? What are the secrets of building services customers love? How can we create products compelling enough to "hook" users?
Nir Eyal, the bestselling author of "Hooked: How to Build Habit-Forming Products", has constructed a framework for designing better products and will share his years of research in this practical workshop. This webinar gives product managers, designers, and marketers a new way of thinking of the necessary components of changing user behavior by studying how the world's most engaging products keep users coming back again and again.
How to Hook Customers with Habit-forming ProductsWrike
https://www.wrike.com/blog/interview-with-nir-eyal-hooked/ - Engaging products don't happen by mistake. We interviewed Nir Eyal, author of Hooked: How To Build Habit-Forming Products. His background in advertising and gaming has led him to write about consumer psychology principles that change customers' behavior. He explains how to create engaging products using the Hook model.
Swiggy clone app & script for your online food delivery business. Mtoag offers the best swiggy like app to explore your food delivery business. Order now!
https://www.mtoag.com/swiggy-clone.htm
The Lean UX Meetup in Las Vegas is gaining momentum. This is the deck for the July meetup. It's got tips for writing a good hypothesis and a few templates to use in the process.
In the Vegas area? Love lean and/or UX? Join the meetup: http://www.meetup.com/Lean-UX-Las-Vegas/
NUX Newcastle Sept 2015 event - James Oliver, a User Experience Consultant, offered useful tips & pointers for those looking to facilitate some user interview research sessions – for beginners as well as good reminders for those with some experience. This was followed by an activity where teams picked from a lucky dip of research topics, brainstorm questions and formulated these into interview scripts. After a few rounds of practicing interviewing, the talk will end with tips on how to analyse the results and what can be done next.
How to Produce Content that People Will ShareMark Johnstone
So you've had your brainstorm, now what? You need to assess your ideas in the cold light of day. Discover the 5 ways the criteria for sticky ideas can improve the creative process, and give you the best chance of creating something that people will want to share.
UX/UI Workshop
Jackson Lee, Paris Phan, and Ido Ben Haim on January 27, 2023
Unlock the power of design thinking to create meaningful connections between people and products.
Jobs to Be Done :: Overview and Interview TechniqueBrian Rhea
Jobs to Be Done (JTBD) is a powerful product design framework that is gaining ground in startup communities across in the US. Companies like Basecamp and Intercom are using JTBD to heavily influence their product and marketing efforts with great success.
If you'd like to go deeper, visit https://hirebrianrhea.com/jobs-to-be-done-course to receive a free email course on Jobs to Be Done.
Who:
Brian Rhea (Product Lead at Revve) and Jason Hall (Chief Revenue Officer at Mocavo) have been actively practicing the JTBD framework and have implemented a number of their findings in their respective roles.
How:
In this workshop, we will present an overview of the JTBD framework, the main tools (forces diagram & timeline) and then conduct a JTBD interview with an audience participant to show you how it's done.
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What makes some products so engaging while others flop? Nir Eyal explains the psychology behind the world's most habit-forming technologies and provides practical advice for increasing user engagement.
Everything you see in the slideshow is a summary of my learnings from the awesome yellow book called Hooked by Nir Eyal.
I highly recommend that everyone should read it.
Hooked: How to Build Habit-Forming ProductsAggregage
Why do some products capture widespread attention while others flop? What makes us engage with certain products out of sheer habit? Is there a pattern underlying how technologies hook us? Nir Eyal answers these questions (and many more) by explaining the Hook Model—a four-step process embedded into the products of many successful companies to subtly encourage customer behavior. Through consecutive “hook cycles,” these products reach their ultimate goal of bringing users back again and again without depending on costly advertising or aggressive messaging.
Stop Guessing, Start Knowing: Hooked: How to Build Habit Forming Products Hannah Flynn
Why do some products capture widespread attention while others flop? What makes us engage with certain products out of sheer habit? Is there a pattern underlying how technologies hook us?
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Hooked, the book, is based on Eyal’s years of research, consulting, and practical experience. He wrote the book he wished had been available to him as a start-up founder—not abstract theory, but a how-to guide for building better products. Hooked is written for product managers, designers, marketers, start-up founders, and anyone who seeks to understand how products influence our behavior. Now, in this special webinar, he will explain the Hook Model using a number of captivating examples.
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6. The Hook Model
The Hook connects your solution to the user’s problem with enough
frequency to form a habit.
7. Vitamins Vs Painkillers.
● Painkiller products are the kind of products
that customers can tell you they need.
● Vitamins products are the kind of products
that nice to have.
8. Some of today products didn't start out as painkillers!!
9. The Trigger
A trigger is defined as an event that kicks off the
automatic urge to complete a habit.
“Triggers cue the user to take action ”
13. 1- Paid Triggers
“Advertising, search engine marketing, and other paid channels
are commonly used to get users’ attention and prompt them to
act.
14. ● Paid triggers can be effective but
costly ways to keep users coming
back. ”
● companies generally use paid triggers
to acquire new users and then
leverage other triggers to bring them
back.”
15. 2- Earned Triggers
“Earned triggers are free in that they cannot be
bought directly, but they often require investment
in the form of time spent on public and media
relations.”
16. 3- Relationship Triggers
“One person telling others about a product or service can be a highly
effective external trigger”
43. Pinterest
As more images load on the page, the
endless search for variable rewards of the
hunt continues.
44. 3- Rewards of the self
Leveling up, unlocking special powers, and
other game mechanics fulfill a player’s desire
for competency by showing progression and
completion.
47. The IKEA Effect
The tendency for people to place a disproportionately high value on
objects that they partially assembled themselves, such as furniture
from IKEA, regardless of the quality of the end product.
48. Storing Value
The stored value users put into the product increases the likelihood
they will use it again in the future and comes in a variety of forms.
49. Every time users of Spotify add a song to
their collection, they are strengthening ties
to the service.
54. Customer Pains Trigger Questions
Download a list of trigger questions to help you think of different
potential customer pains.
Customer Pains Trigger Questions (PDF)
Editor's Notes
Like in SEO when someone write article about you or giving you quality Backlinks.
“New habits are sparked by external triggers, but associations with internal triggers are what keeps users hooked.”