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PRPL @ SXSW: The Symbiosis of Brains, Marketing, and Design
The document discusses the integration of neuroscience, marketing, and design, presented by Tommy Hung and Caitlin Pequignot from the digital agency PRPL. It explores concepts such as synaptic plasticity, user motivation, and behavior modeling within the context of digital solutions like the Quest app, designed to facilitate knowledge sharing among users. Additionally, it outlines the importance of understanding user triggers and motivations to enhance engagement and drive desired actions.
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PRPL @ SXSW: The Symbiosis of Brains, Marketing, and Design
- 1. The Symbiosis of Brains, Marketing, andDesign PRESENTED BY Tommy Hung @tommyx88 UX Strategist Caitlin Pequignot @aveleonmusic Digital Strategist x
- 2. The Symbiosis of Brains, Marketing, andDesign 1 Who Are We 2 Our Background 3 Quest App 4 The Ecosystem 5 Workshop Agenda
- 3.
- 4. Who Are WeIntroductions1 — Caitlin Pequignot @aveleonmusic Digital Strategist Tommy Hung @tommyx88 UX Strategist
- 5. Who Are WePurple, Rock Scissors1 —
- 6. Who Are WePurple, Rock Scissors1 — Purple Rock Scissors WHO WE ARE
- 7. Who Are WePurple, Rock Scissors1 — PRPL WHO WE ARE
- 8. Who Are WePurple, Rock Scissors1 — PRPLAt we uncover insights build software solve problems drive ROI optimize performance create content deliver value
- 9. Who Are WePurple, Rock, Scissors1 — Developing innovative digital solutions. PRPL is an Orlando-based digital agency serving global brands at the intersection of technology and humanity. Our agile process is driven by goals and backed by data. We put strategy first to uncover insights, solve problems, and drive results.
- 10. Who Are WePurple, Rock, Scissors1 — Clients and Friends
- 11. Who Are WePurple, Rock Scissors1 — Fifty Rockstars and Growing EST. 2002
- 12. The Symbiosis of Brains, Marketing, andDesign 1 Who Are We 2 Our Background 3 Quest App 4 The Ecosystem 5 Workshop Agenda
- 13.
- 14. Background Synapses2 — InSearch of Synaptic Plasticity Synapses are connections between neurons. Synaptic Plasticity is the means by which our brains change. Synapses can be modulated.
- 15. Background Synaptic Plasticityin Action2 — Synaptic Plasticity in Action
- 16. Background Why Neurometabolism?2— Why Neurometabolism ? Long-term potentiation — how our brains change over time. Strengthening of synapses = greater plasticity & memory formation. Fueled by long-term metabolic changes.
- 17. Background Merging theTwo2 — Neuroscienc e Marketing Strategy
- 18. Background Merging theTwo2 — Neuro- science Marketing StrategyNeuroscience
- 19. Background Marketing Strategy& Behavior2 — Marketing Strategy & Behavior What motivates both users & companies? Where do they meet? How can we test what works? How do we measure it?
- 20. Background Microtubules, Memories,and Automation2 — Microtubules, Memories, and Automation Microtubules: Components of cells that facilitate cell interaction. Respond instantly to network changes. Play an integral role in maintaining environmental structure & fluidity. Essential to short-term memory.
- 21. Background Memory Encodingin Blobs2 — Memory Encoding in Blobs
- 22. Background Microtubules, Memories,and Automation2 — Helping HIV+ Kids Forget Mood disorders & traumatic experiences. Therapy: weakening of associative long-term memory.
- 23. Background Merging theTwo2 — Neuropsychology UX Design
- 24. Background Merging theTwo2 — UX DesignNeuropsychology
- 25. The Symbiosis of Brains, Marketing, andDesign 1 Who We Are 2 Our Background 3 Quest App 4 The Ecosystem 5 Workshop Agenda
- 26.
- 27. Our App QuestApp3 —
- 28. Quest: For All YourQuestions & Answers Quest is a desktop app designed to create questioners and answerers out of everyone. Quest will match you with an expert in that topic and reward experts for their knowledge contributions. Our App Quest App3 —
- 29. Quest: Value Proposition Lifeis hard, and we all have both questions and answers. Quest is designed to grow knowledge and help people live better lives. Our App Value Proposition3 —
- 30. How It Works:Questions • Create a profile on the Quest site or ask a question as a guest. • Submit questions using the question builder interface. • Receive email notifications when an expert has answered. your question. • Rate answers using our easy rubric. • Continue the conversation with your favorite experts. How It Works: QuestionsOur App3 —
- 31. How It Works:Answers • Create a profile on the Quest site. • Choose your favorite topics. • Browse questions to answer. • Answer questions. • Receive email notifications when a questioner assigns you points. • Answer more questions, or ask one yourself! Our App How It Works: Questions3 —
- 32. The Symbiosis of Brains, Marketing, andDesign 1 Who We Are 2 Our Background 3 Quest App 4 The Ecosystem 5 Workshop Agenda
- 33.
- 34. IntroductionThe Ecosystem4 — TheEcosystem The Ecosystem is a behavior model we’ve created to help simplify complex neurological and behavioral concepts into something actionable for this audience.
- 35. The Ecosystem Behavior Model MotivationHabitSatisfactionDecisionsTriggers The Ecosystem4 —
- 36. The Ecosystem Motivation DecisionsTriggers Thereason why we take action. Behavior ModelThe Ecosystem4 —
- 37. The Ecosystem Motivation SatisfactionDecisionsTriggers Anythingthat catalyzes a decision. Behavior ModelThe Ecosystem4 —
- 38. The Ecosystem Motivation HabitSatisfactionDecisionsTriggers Selectionof course of action. Behavior ModelThe Ecosystem4 —
- 39. The Ecosystem HabitSatisfactionDecisionsTriggers Satiation ofneeds from an experience. Behavior ModelThe Ecosystem4 —
- 40. The Ecosystem HabitSatisfactionDecisions A fixedway of thinking, willing, or feeling. Behavior ModelThe Ecosystem4 —
- 41. The Ecosystem Motivation HabitSatisfactionDecisionsTriggers BehaviorModelThe Ecosystem4 —
- 42.
- 43. Who Are WePurple, Rock, Scissors1 — Pokemon Go iPhone 6 375 x 667px • An app phenomenon • Great example of how a habit forming experience pulling from various motivators. • We’ll use examples throughout
- 44. A Virtual ScavengerHunt Who Are We Introductions1 —
- 45. Motivation Defined The reason whywe take action. Holy grail of marketers everywhere. A core part of user research. How does motivation interact with the other neuroscience pillars? MOTIVATION TRIGGERS DECISIONS SATISFACTION HABITThe Ecosystem4 —
- 46. Core Motivators Dr. B.J. Foggpostulates 3 Core Motivators: Seek Pleasure, Avoid Pain. Seek Hope, Avoid Fear. Seek Social Acceptance, Avoid Rejection. MOTIVATION TRIGGERS DECISIONS SATISFACTION HABITThe Ecosystem4 —
- 47. Motivational Matrix Developed by authorDavid Forbes, the MindSight Matrix is one way we can apply motivational concepts to marketing and product design. Asks two questions that we consider when seeking change: What change do we want? Where do we want it to occur? The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 48. The Ecosystem MOTIVATIONTRIGGERS DECISIONS SATISFACTION HABIT INTRAPSYCHIC The self INSTRUMENTAL The object world INTERPERSONAL The social world EXPECTATIONS For the future Safe, Confident SECURITY Insecure, Afraid Free, Powerful EMPOWERMENT Trapped, Frustrated Accepted, Belonging BELONGING Isolated, Lonely EXPERIENCES In the moment Unique, Interesting IDENTITY Ordinary, Boring Involved, Absorbed ENGAGEMENT Passive, Indifferent Sharing, Caring NURTURANCE Selfish, Unloved OUTCOMES From past behavior Talented, Exceptional MASTERY Incompetent Victorious, Productive ACHIEVEMENT Defeated, Pointless Proud, Respected ESTEEM Ashamed, Disgraced adapted from Forbes “The Science of Why” The MindSight Matrix 4 —
- 49. Medals iPhone 6 375 x667px iPhone 6 375 x 667px iPhone 6 375 x 667px The Ecosystem MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT4 —
- 50. Intrapsychic Motivation • Importantfor realization of self needs and wants. • Future: We want to feel secure about our expectations for the future. • Present: We want to experience unique and interesting things in the moment. • Past: We want to feel a sense of accomplishment when we have mastered something for ourselves. The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 52. iPhone 6 375 x667px Filling Up Pokedex iPhone 6 375 x 667px iPhone 6 375 x 667px The Ecosystem MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT4 —
- 53. Instrumental Motivation • Importantfor feeling comfortable within physical space • Future: We don’t want to feel trapped in our life situations. • Present: We want to be empowered in our planning and engaged with our experiences. • Past: We also want to feel productive & efficient in our work & situation. adapted from Forbes “The Science of Why” The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 55. iPhone 6 375 x667px Lures and Teams iPhone 6 375 x 667px iPhone 6 375 x 667px The Ecosystem MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT4 —
- 56. Interpersonal Motivation • Importantfor feeling valued with the people in your circle. • Future: We want to feel accepted by other people when we think about engaging with them. • Present: We want to feel cared for by them when we engage with them. • Past: We also want to feel as though we’ve secured a place in our many social circles. adapted from Forbes “The Science of Why” The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 58. Appealing to AllAngles These approaches are constructs that help us categorize the billions of complex, intrinsic reasons why we do things. Use a different motivational approach to sell the same or similar product. The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 60. Target Multiple MotivatingFactors Dual use of intrapsychic and interpersonal motivation creates broad appeal to a variety of our motivations within a target audience segment. Best practice to position your brand, product, or service as satisfying not just one but a variety of different motivations. The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 61. The Reward System 1 2 •Aversion, reward, and addiction centers of the brain. • Related to impulsivity, the placebo effect, and rhythmic typing . Nucleus Accumbens • Aversion, reward, and addiction centers of the brain. VTA 1 2 The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 62. In the Brain:VTA is DOPE The Ventral Tegmental Area (VTA) is a vital part of the brain’s reward system. Center of dopaminergic pathways and studied for behavior enforcement and addiction. The Ventral Pallidum is specifically associated with ‘wanting’ (motivation) and ‘liking’ (satisfaction). The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 63. Like Expected reward LearningAction selection Actual reward Dopamine neurons Dopamine neurons Attribution of incentive salence Incentive Assignment(a) (b) Salience and Reward Want Motivational Salience The extent an object, event, or thought drives goal directed behavior. The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 64. Incentive Salience Assigns ‘want’ attributeto stimuli Creates want by rewarding stimuli with increasing dopamine. In behavioralism, positive conditioning. The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT Like Expected reward Learning Action selection Actual reward Dopamine neurons Dopamine neurons Attribution of incentive salence Incentive Assignment(a) (b) Salience and Reward Want
- 65. Like Expected reward LearningAction selection Actual reward Dopamine neurons Dopamine neurons Attribution of incentive salence Incentive Assignment(a) (b) Salience and Reward Want Aversive Salience Reduces ‘want’ attribute to stimuli. Decreases dopamine levels. In behavioralism, positive punishment. The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 66. Key Takeaways for Motivation•Intrapsychic, instrumental, and interpersonal motivational “buckets” can be used to help classify different types of motivation. • Ensuring that your service or product offering appeals to all three will broaden your reach and increase your relevancy. • Consider the motivational salience of your product / service. To what extent does your product / service drive goal-directed behavior? The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 67. Persona 1: CollegeStudent • Design student, interested in UX • Enjoys visiting Art museums • Likes to learn coding, especially CSS • Asks questions about user research, product design • Answers questions about typography, logo design The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 68. Persona 2: JuniorLevel Professional• Marketing Strategist • Enjoys music production • Likes to code in her free time • Asks questions about audio mastering tips, Adwords search • Answers questions about Google Analytics, about violins The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 69. Persona 3: AerospaceEngineer • Competitive Gamer • Mid-30’s • Asks questions about CS:GO strategy, aerospace industry trends • Answers questions about rocket engineering, pro gaming strategies The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 70. Stop Here WORKBOOK BREAK TheEcosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
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- 72. The Ecosystem Motivation HabitSatisfactionDecisionsTriggers TheEcosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 73. The Ecosystem Motivation SatisfactionDecisionsTriggers Anythingthat catalyzes a decision. The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 74. Triggered by…Vaporeon? The Ecosystem4— MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 75. Trigger-nometry • Atrigger is anything that catalyzes a decision. • External & internal. • The strongest triggers are both. The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 76. Trigger-nometry External Internal What todo next is outside What to do next is in the user’s head Alarms Emails Sales Warnings Reward Programs Due Dates Calendar Stores Emotions Routines Situations Goals Loss Aversion Reward Expectation The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 77. External Triggers Paid Triggers:Effective but costly. Less effective at getting users to come back. Leverage for acquisition then use other triggers. Earned Triggers: Referrals from family and friends are key part of spreading products. Build an engaged user base through good UX. Owned Triggers: Owning a piece of real estate in the user’s environment. As long as a user gives permission. (Strongest trigger.) The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 78. Notifications iPhone 6 375 x667px The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 79. Go PLUS The Ecosystem4— MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 80. Internal Triggers Internal triggersmanifest automatically from motivators and related emotions. Negative emotions are particularly strong. Many motivations stem from loss aversion. (Avoid pain, fear, social rejection). Positive emotions can stem from satiation of motivators. The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 81. Internal Triggers (cont.d) Usersassociate an internal trigger with your product (solve for their need). The information about what to do after the trigger is encoded as a learned association. Internal triggers keep users coming back to the experience. The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 82. Internal Triggers (cont.d) Usersassociate an internal trigger with your product (solve for their need). The information about what to do after the trigger is encoded as a learned association. Internal triggers keep users coming back to the experience. The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 83. iPhone 6 375 x667px Filling Up Pokedex iPhone 6 375 x 667px iPhone 6 375 x 667px The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 84. Combined Triggers Relationship Triggers:Can become internal triggers. Interpersonal motivators can drive users to re-engage. Owned Triggers: Can become internal triggers. Intrapsychic and interpersonal motivators. The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 85. Combined Triggers Relationship Triggers:Can become internal triggers. Interpersonal motivators can drive users to re-engage. Owned Triggers: Can become internal triggers. Intrapsychic and interpersonal motivators. The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 86. Fogg Behavioral Model Hardto do Easy to do High Motivation Low Motivation Ability (A) Motivation (M) Triggers (T) Succeed Here Triggers (T) Fail Here Activation Threshold B=MAT The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 87. Fogg Behavioral Model B=MAT M=Motivation.Why a user takes action. The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT High Motivation Low Motivation Motivation (M)
- 88. Fogg Behavioral Model B=MAT A=Abilityto perform the Action Hard to do Easy to do Ability (A) The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 89. Fogg Behavioral Model T=Strengthof Trigger Hard to do Easy to do High Motivation Low Motivation Ability (A) Motivation (M) Triggers (T) Succeed Here Triggers (T) Fail Here The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT B=MAT
- 90. Fogg Behavioral Model Spark Leveragemotivations. Hard to do Easy to do High Low (A) (M) Facilitator Signal Spark Facilitator Reduce risk, make easier to use. Signal Reminder; don’t confuse with others. The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 91. Signals can be quickand effective Certain triggers catalyze actions that don’t always reach the decision making process. These are quick thinking triggers. These use the brain’s fast, automatic, and intuitive approach. The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 92. Traffic Light Car turnsignal Elevator chime Notification Low Battery Event Reminder Transactional email Free Trial CTA Sound Affordance IRL Phone Digital Product The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT Signals can be quick and effectiveSignals can be quick and effective
- 93. Signals can bequick and effective The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 94. Signals can bequick and effective The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 95. Signals can bequick and effective The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 96. Quick Triggers • Signalsoften fall under the category of System 1 triggers become stronger with habit formation. • Many soft conversion triggers are System 1. The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 97. Slow Triggers • Slowtriggers have multiple influencing factors. • Most hard conversion triggers are slow triggers. The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 98. The Reward System 1 2 •Aversion, reward, and addiction centers of the brain. • Related to impulsivity, the placebo effect, and rhythmic typing Nucleus Accumbens • Aversion, reward, and addiction centers of the brain. VTA 1 2 The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 99. The Reward System 1 2 •Aversion, reward, and addiction centers of the brain. • Related to impulsivity, the placebo effect, and rhythmic typing Nucleus Accumbens • Aversion, reward, and addiction centers of the brain. VTA 1 2 The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 100. In the Brain:Back to that VTA • Ventral Pallidum neurons encode incentive and hedonic stimuli in phasic bursts of excitement. • These bursts are the measurable effects of triggers on the brain. • We’ve shown people ice cream and scanned their brains. The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 101. Key Takeaways forTriggers • Triggers are catalysts for action. • Quick triggers don’t reach a decision making process. • Quick triggers are often stronger and less complex than slow triggers. • Triggers become stronger through habit formation. The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 102. Stop Here WORKBOOK BREAK TheEcosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
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- 104. The Ecosystem Motivation HabitSatisfactionDecisionsTriggers TheEcosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 105. The Ecosystem Motivation HabitSatisfactionDecisionsTriggers Selectionof course of action. The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 106. Decision-Making as aModel • Some decisions are easy (“I’m starving; time to eat”) • Others have more layers (“Do I continue writing my novel of 10 years if I have started prioritizing my career as a strategist?”) • What are the factors at play that comprise this difference? The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 107. Fogg Behavioral Model Hardto do Easy to do High Motivation Low Motivation Ability (A) Motivation (M) Triggers (T) Succeed Here Triggers (T) Fail Here Activation Threshold The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 108. • Motivation, ability,and a trigger must be present for a user to take action. • Triggers lying above the activation threshold curve are successful in generating an action. Fogg Behavioral Model The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 109. Fogg Behavioral Model Hardto do Easy to do High Motivation Low Motivation Ability (A) Motivation (M) Triggers (T) Succeed Here Triggers (T) Fail Here Activation Threshold The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT Decision Zone
- 110. Decisions as Outcomes •Delicate balance between input and output. • Decision attitude: our opinion of the cost analysis of the proposal. • We assess the magnitude of change the decision will bring to our lives. The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 111. The Pokemon Store iPhone6 375 x 667px The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 112. Decision Process •Our brains create a weighted average “decision attitude” within seconds. • Do I want to do this? • Is it hard to do? • Am I good at it? • How long will it take? The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 113. Decision Process Problem 1 Problem2 Get $900 for sure OR 90% chance to get $1,000 Lose $900 for sure OR 90% chance to lose $1,000 The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 114. • States: Ouraversion to loss is generally greater than our response to gains. • Different from utility theory, which treats changes in state as having equal psychological weight. • Disrupts traditional rational thought in economics Prospect Theory The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 115. Prospect Theory -10 10 + Dollar -Psychological Losse Gain The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 116. • Align product/servicesure gains with prospect theory. • Emphasizing how your product or service helps users avoid sure losses can appeal to loss aversion as a general psychological principle. Prospect Theory in Action The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 117. The Ecosystem4 —MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 118. The Ecosystem4 —MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 119. The Reward System 1 2 •”Higher brain functions.” • Planning complex behaviors • Pulls from other variables to give weight to reward system Prefrontal Cortex • Sensory input and language processing • Key in planning and coordination Anterior Parietal Lobe 1 2 The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 120. Key Takeaways for Decisions•Use the Fogg Model to treat decisions as a function of motivation, ability, and triggers. • Our brains create split second decision attitudes as a weighted average of our initial assessment of a decision’s impact on our lives. • The magnitude of change that a decision will bring to our lives is often more important than the actual product, service, or situation itself. The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 121. Stop Here WORKBOOK BREAK TheEcosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
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- 123. The Ecosystem Motivation HabitSatisfactionDecisionsTriggers TheEcosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 124. The Ecosystem HabitSatisfactionDecisionsTriggers Satiation ofneeds from an experience. The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 125. • Satisfaction: Sometimesused interchangeable with happiness. • Evaluation of an experience as a whole. • Happiness: Product of emotions in the moment. I Can’t Get No… The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 126. • Satisfaction is: •Emotions during your experience • Memory of that experience • External factors affecting your memory Major factors The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 127. • A rewardreinforces a displayed behavior. It increases the probability of that behavior occurring again. Rewards The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 128. Incentive Salience: Reward • ‘Want’or ‘desire’ attribute • Creates want by rewarding stimuli with increasing dopamine. • Satisfaction before, during, and after experience leads to pleasure and increased ‘want’. The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT Like Expected reward Learning Action selection Actual reward Dopamine neurons Dopamine neurons Attribution of incentive salence Incentive Assignment(a) (b) Salience and Reward Want
- 129. Incentive Salience: Reward • Perceptionof satisfaction - fluid • The following can change perception of satisfaction by average rating of 2: — Previous memories — New associative memories — Environmental shifts The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 130. Memory Plays Large PartOver Time • Our perception of satisfaction can be altered before and after an experience. • Associations and things like the Primacy Effect can skew or derail perception of satisfaction. The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 131. Incentive Salience: Reward • Rushingat the end of a vacation can distort your memory of the entire experience. The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 132. Incentive Salience: Reward 15% 11% 18% 57% During Experience AssociativeExperiences Triggers Environmental Changes The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 133. Memory Recall •Brains recall old memories by piecing together stored components and creating a cohesive remembrance of the past. • Recollective experience is handled by the hippocampus. • Recollection of episodic experiences, stored in hippocampal event engrams. The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 134. Memory Association Banana Vomit The Ecosystem4— MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 135. TL;DR - NoNeed to Avoid Bananas • Brains form temporal and causal connections between our memories. • Anchoring: “fixing” the brain to a certain reference point • Availability effect: the brain’s tendency to accept that which is most easily available The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 136. Anchoring in Projects • Gifn’sinternal promotion feature leverages the anchoring effect in real time. The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 137. The Ecosystem4 —MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 138. Micro-Experiences 1. To reducepossibility of skewing satisfaction. 2. Make the action easy to do to improve triggers. Create discrete, simple, and rewarding micro-experiences. Micro-experiences are distinct and small experiences that provide small rewards. START SMALL EXPERIENCE REWARD The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 139. Micro-Experiences • Onboarding • InteractionAnimations • Wizards • Suggestions • E-mail swipe-to-delete • Twitter The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 140. Micro-Experiences The Ecosystem4 —MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 141. Our Talk is Loading… TheEcosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 142. Thanks! Here’s aBathroom Break! The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 143. The Reward System 1 2 •Aversion, reward, and addiction centers of the brain. • Related to impulsivity, the placebo effect, and rhythmic typing Nucleus Accumbens • Aversion, reward, and addiction centers of the brain. VTA 1 2 The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 144. Reward Centers •Your brain rewards you for behaviors that benefit you. • Reward centers release GABA, dopamine, serotonin. • Satisfaction is a product of these centers. The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 145. Hedonic Hot Spots• Areas of the brain associated with “liking” certain rewards. • MRI scans and for plum mapping identify opiod distribution in these areas to find them. The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 146. Key Takeaways forSatisfaction • Satisfaction is the evaluation of a user experience as a whole, rather than the sum of emotions in a single situation. • Leveraging rewards and reward behaviors with your product or service design can integrate satisfaction into your product strategy. • Utilizing micro-experiences as satisfactory stepping stones in a user experience can maximize reward centers along a process flow. The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 147. Stop Here WORKBOOK BREAK TheEcosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
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- 149. The Ecosystem HabitSatisfactionDecisionsTriggers Satiation ofneeds from an experience. The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 150. The Ecosystem HabitSatisfactionDecisions A fixedway of thinking, willing, or feeling. The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 151. Hook Model &Effective Habits The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 152. Satisfaction, Motivation, and Memory • Thethree behavioral pillars contribute to the successful development of habitual use. • Creating useful awards in micro- experiences increases habitual use of a digital product. The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 153. Keystone habits: Usuallyhigh reward, high impact habits and/ or exhibited for over 2 years and can easily become triggers. Keystone Habits The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 154. Habit Inertia •Create investments in habits. • By engaging in satisfying experiences with strong triggers, users increase their likeliness of returning to a product. • “Ikea Effect” • The more time you spend on it, the fonder you become. The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 155. The Good Old DaysiPhone 6 375 x 667px The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 156. The Good Old DaysiPhone 6 375 x 667px The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 157. The Good Old DaysiPhone 6 375 x 667px The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 158. The Patched Solution Firsttracking system provided the user with system feedback Rewarding micro-experiences as you approached Pokemon Tracking & catching Pokemon yourself = Ikea Effect Patched tracking removed functionality, destroying those micro-rewards The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 159. Key Takeaways forHabits • A habit is a fixed and often unnoticed action taken by a person. • Habits are formed through triggers, actions, rewards, and investments. • Investments increase habit formation inertia. • Increase rewards and micro-experiences. The Ecosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 160. Stop Here WORKBOOK BREAK TheEcosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 161. The Symbiosis of Brains, Marketing, andDesign 1 Who We Are 2 Our Background 3 Quest App 4 The Ecosystem 5 Workshop Agenda
- 162.
- 163. Neuroscience in Action Usingwhat you’ve learned about neuroscience’s role in marketing and design, let’s put it in action by critiquing an app that we’ve conceptualized for this workshop. Foundations How It Works: Questions3 — Workshop5 —
- 164.
- 165. Persona 1: CollegeStudent • Design student, interested in UX • Enjoys visiting Art museums • Likes to learn coding, especially CSS • Asks questions about user research, product design • Answers questions about typography, logo design Workshop Quest App5 —
- 166. Persona 2: JuniorLevel Professional• Marketing Strategist • Enjoys music production • Likes to code in her free time • Asks questions about audio mastering tips, Adwords search • Answers questions about Google Analytics, about violins Workshop Quest App5 —
- 167. Persona 3: AerospaceEngineer • Competitive Gamer • Mid-30’s • Asks questions about CS:GO strategy, aerospace industry trends • Answers questions about rocket engineering, pro gaming strategies Workshop Quest App5 —
- 168. Final Exercise -Journey Map • We want to identify opportunities for improvement in the Quest app. • Design & marketing focused. • Questioners & answerers. • Three personas. Workshop Quest App5 —
- 169. Final Exercise -Journey Map • Using the behavioral toolkits you developed earlier, each table will create a journey map for one of the three personas. • Half of the table will create a journey map for a questioner flow. • The other half will create the answerer flow. Workshop Quest App5 —
- 170. Final Exercise -Journey Map Six key phases for this model interaction: • Acquisition 1 / Engagement 1 • Acquisition 2 / Engagement 2 • Acquisition 3 / Engagement 3 Workshop Quest App5 —
- 171. Final Exercise -Journey Map • Within each phase, we’ve defined a set of goals that users need to complete in order to count as a successful engagement. • Your job: Using post-its at your table, ideate the steps that the user needs to complete in order to complete each goal. • Think about the behavioral pillars as you are writing steps. Write these associations down in the spaces provided. Workshop Quest App5 —
- 172. Final Exercise -Journey Map • List three design & three marketing recommendations based on your neuroscience findings in the space provided. • Do this for each goal. Then, compare your journey map with the other half of the table. • Discuss with your table what was similar & different about the behavioral findings & recommendations in your flows. Workshop Quest App5 —
- 173. Stop Here WORKBOOK BREAK TheEcosystem4 — MOTIVATION TRIGGERS DECISIONS SATISFACTION HABIT
- 174. Conclusions PULLING IT ALLTOGETHER
- 175. Why Do This? •Neuroscience techniques create common threads between user experience & re-engagement. • Ability of UX design to satisfy & motivate correlates to the impact of user memory of the experience. • More impactful experiences combined with triggered marketing efforts are vital for successful re-engagement. Conclusions Pulling It All Together6 —
- 176. The Ecosystem Motivation HabitSatisfactionDecisionsTriggers BehaviorModelConclusions6 —
- 177. Connections • Cells :Organs • Synapses : Associations • Steps : Goals Conclusions Pulling It All Together6 —
- 178. Conclusions Pulling ItAll Together6 —
- 179. Connections • Neuroscience -anti-silo • You can think like a scientist without being one. • Go beyond the persona. • Go beyond the target audience. Conclusions Pulling It All Together6 —
- 180. Thank you! PRESENTED BY TommyHung @tommyx88 UX Strategist Caitlin Pequignot @aveleonmusic Digital Strategist x