1) The document discusses how products can form habits by connecting internal and external triggers to user behaviors and rewards in a loop. It provides examples of triggers like emotions, notifications, and social factors. 2) It describes how variable rewards, investments of time/data/effort, and shaping of preferences keep users engaged in the loop. Habit-forming design is compared to manipulation so responsibility is urged. 3) The document advocates using habit-forming techniques to address problems and form healthy habits rather than addiction, by engaging users in important causes.

1. h kHooked
@nireyal

2. Products can profoundly
CHANGE OUR BEHAVIORS.

3. PA TT
E
SN
R
?

4. 100’s of millions of
users…
…and 100’s of
millions of dollars.

5. I wrote this …
… more at:
NirAndFar.com

6. A BEHAVIOR DONE WITH
CONSCIOUS
THOUGHT
LITTLE OR NO
hab·it

7. Habits can be used for good.

8. h kThe$HOOK$is$an$experience$designed$to$
connect$the$user’s$problem$to$your$solu7on.$

9. h k
with%enough%%
FREQUENCY%%
to%%
FORM+A+HABIT.+

10. h kA"Hook"has"4"parts:"

11. h k

12. EXTERNAL TRIGGERS
The information for what to do next
is within the trigger.
Billboards SO
DA

13. INTERNAL TRIGGERS
The information for what to do next is informed
through an association in the user’s memory.

14. Negative emotions are POWERFUL INTERNAL TRIGGERS.
lost
indecisiv
etense
fatigue
d
inferior
bored
confused
fear of loss
dissatisfied
powerless
discouraged
lonesome

15. People who are DEPRESSED CHECK EMAIL MORE OFTEN.
Source: Kotikalapudi et al 2012

16. When we feel LONELY we use

17. When we feel UNSURE we use

18. When we are BORED we use

19. Do you know your customer’s
INTERNAL TRIGGER?

20. What triggers make so habit-forming?

21. external triggers

22. of losing the moment.
solves the pain

23. But is
also a social
network.
Urge to
preserve
Stresse
d
Lonely
Curious
FOMO
Bored

24. h k

25. The
SIMPLEST BEHAVIOR
in anticipation of a reward.

26. Scroll

27. Search

28. Play

29. According to BJ Fogg, for any behavior to
occur, we need MOTIVATION, ABILITY, and a
TRIGGER
b=m

30. “THE ENERGY FOR ACTION”
mo·ti·v
a·tion
-Edward Deci

31. 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

32. ABILITY
the capacity to do
a particular action

33. Time%
$
Six$factors$can$increase$or$decrease$ability.
%
Money% Physical%effort%
Brain%cycles% Social%deviance% Non8rou:ne%
Source:%Dr.%BJ%Fogg,%Stanford%University%

34. Fogg Behavior Model
MOTIV
ATION
ABILIT
Level of motivation and ability
determines if action will occur.
Source: Dr. BJ Fogg, Stanford University
TRIGGER
SUCCEEDS
TRIGGER
FAILS

35. through the years
2009 2010 2011 2012 2015

36. 2009
2010 2011 2012
through the years
2015

37. 2009 2010 2011 2012
2015
through the years

38. h k

39. studied by Olds & Milner.
NUCLEUS
It all starts with the
ACCUMBEN
S
Source: Olds and Milner, 1945

40. The nucleus accumbens
is activated when
we crave.

41. Olds & Milner
Not
exactly.
stimulating
pleasure?
Were

42. They were stimulating the
STRESS OF DESIRE.

43. Our reward system activates
with anticipation
Source: Knutson et al 2001

44. … and calms when
we get what we want.
Source: Knutson et al 2001

45. That’s the ITCH
we seek to SCRATCH.

46. There is a way to supercharge the stress of desire.

48. IS FASCINATING.
THE
UNKNOWN
Variability causes us to
focus and engage

49. …and increases behavior.

50. The nucleus accumbens is
stimulated by variability.

51. 3 types of VARIABLE REWARDS
TRIBE HUNT SELF
Habit-forming tech uses 1 OR MORE

52. TRI
SEARCH FOR
SOCIAL REWARDS

53. partnersempath competi

54. We Like social rewards.

55. HU
SEARCH FOR
RESOURCES

56. Stems from the hunt for food and resources

57. Hunt for variable material rewards

58. Hunt
for variable
information
rewards.

59. SEL
SELF-
ACHIEVEMENT
SEARCH FOR

60. Leveling-up reflects MASTERY and COMPETENCY.

61. Inbox or task management reflects
CONSISTENCY and COMPLETION.

62. WARNING
Variable rewards are not a free pass.
Your product still must address the itch.

63. Build variable rewards that scratch the users
itch, but leave them wanting more.

64. h k

65. Users “invest” for future benefits.
Social
Capital
Money
Time
Effort
Emotional
Commitmen
t
Personal
Data

66. Investments increase the
likelihood of the next pass
through the Hook in
TWO
ways.

67. 1.INVESTMENT
S LOAD THENEXT
TRIGGER
OF THE
HOOK.

68. Each new message posted on

69. is an open
invitation for an
external trigger
to be returned.

70. INVESTMENTS STORE VALUE,
improving the product with use.2.

71. CONTENT

72. DATA

73. FOLLOWERS

74. REPUTATION

75. h kThe$HOOK$is$an$experience$designed$to$
connect$the$user’s$problem$to$your$solu7on.$

76. Each pass through the Hook helps
SHAPE USER PREFERENCES AND ATTITUDES.

77. That was a lot!
… more on Nov 6th.

78. 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?
3. What is the
simplest behavior in
anticipation of
reward?
5. What “bit of work” is done
to increase the likelihood of
returning?

79. THE MORALITY
OF MANIPULATION

80. Designing
habit-forming
products is a form
of manipulation.

81. Users take our technologies to bed.

82. They check our devices before saying
“good morning” to loved ones.

83. Quite possibly, the
“CIGARETTE OF
THIS CENTURY.”
- Ian Bogost

84. What
RESPONSIBILITY
do we have when
changing user behavior?

85. THE WORLD IS FULL OF PROBLEMS TO FIX.
Help others find meaning. Engage them in
something important.

86. We can DESIGN
HEALTHY HABITS
Photo:

87. Build the
THE
you want to see in
CHANGE

88. h k
Take the survey. Get the slides.
www.OpinionTo.Us
@nireyal
www.NirAndFar.com