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Conversion Hotel 2018 Keynote: Nir Eyal

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How to build habits

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Conversion Hotel 2018 Keynote: Nir Eyal

  1. 1. Next Speaker: NIR EYAL (ISR) How to build habits Next Speaker:
  2. 2. hooked @nireyal
 NirAndFar.com
  3. 3. Products can profoundly 
 change our behaviors
  4. 4. PA TT E SNR ?
  5. 5. 100’s of millions of users… …and 100’s of millions of dollars.
  6. 6. An impulse to do a behavior with little or no conscious thought hab·it
  7. 7. Habits can be used for good
  8. 8. The hook is an experience designed to connect the user’s problem to your product
  9. 9. with enough frequency to form a habit
  10. 10. External Triggers The information for what to do next is within the trigger.
  11. 11. Internal Triggers The information for what to do next is informed 
 through an association in the user’s memory. People Places Emotions Situations Routines
  12. 12. Negative emotions are powerful
 internal triggers indecisive tense fatiguedinferior bored confused fear of loss dissatisfied powerless discouraged lonesome
  13. 13. People who are depressed check email more often Source: Kotikalapudi et al 2012
  14. 14. When we feel lonely we use .
  15. 15. When we feel unsure we use
  16. 16. When we are bored we use
  17. 17. Do you know your customer’s internal trigger?
  18. 18. What triggers make 
 so habit-forming?
  19. 19. external triggers
  20. 20. solves the pain of 
 losing the moment.
  21. 21. Stressed Lonely Curious Insecurity Bored But is also a social network. Urge to preserve
  22. 22. The simplest behavior 
 in anticipation of a reward.
  23. 23. Scroll
  24. 24. Search
  25. 25. Play
  26. 26. b=m+a+t According to BJ Fogg, for any behavior to occur, we need motivation, ability, and a trigger
  27. 27. mo·ti·va·tion “The energy for action” - Edward Deci
  28. 28. Source: Dr. BJ Fogg, Stanford University Seeking Pleasure
 Seeking Hope
 Seeking Acceptance
 Avoiding Pain
 Avoiding Fear Avoiding Rejection 6 There are six factors that can increase motivation
  29. 29. Ability The capacity to do a particular action
  30. 30. Time Money Physical Effort Brain Cycles Social Deviance Non- routine Six factors can increase or decrease ability
  31. 31. Level of motivation and ability determines if action will occur Source: Dr. BJ Fogg, Stanford University Motivation Trigger fails Trigger succeeds Ability
  32. 32. through the years 2009 2010 2011 2012 Today
  33. 33. through the years 2009 2010 2011 2012 Today
  34. 34. through the years 2009 2010 2011 2012 Today
  35. 35. It all starts with the Nucleus Accumbens studied by Olds & Milner. Source: Olds and Milner, 1945
  36. 36. The Nucleus Accumbens 
 is activated when we crave.
  37. 37. Were Olds & Milner stimulating pleasure? Not exactly.
  38. 38. They were stimulating
 the stress of desire
  39. 39. Source: Knutson et al 2001 Our reward system activates 
 with anticipation
  40. 40. Source: Knutson et al 2001 and calms when 
 we get what we want.
  41. 41. That’s the itch we seek to scratch.
  42. 42. There is a way to 
 supercharge the stress of desire.
  43. 43. The unknown is fascinating Variability causes us to focus and engage
  44. 44. and increases behavior.
  45. 45. The nucleus accumbens is stimulated by variability. The nucleus accumbens is stimulated by variability.
  46. 46. tribe hunt self 3 types of variable rewards Habit-forming tech uses 1 or more
  47. 47. Search for social reward tribe
  48. 48. partnershipempathetic joy competition
  49. 49. We like social rewards.
  50. 50. Search for resources hunt
  51. 51. Stems from the hunt for food and resources
  52. 52. Hunt for variable material rewards
  53. 53. Hunt for variable information rewards.
  54. 54. Search for self-
 achievement self
  55. 55. Leveling-up reflects
 mastery and competency.
  56. 56. Inbox or task management reflects 
 consistency and completion.
  57. 57. WARNING Variable rewards are not a free pass. Your product still must address the itch.
  58. 58. Build variable rewards that satiate the users itch, but leave them wanting more.
  59. 59. Users “invest” for future benefits. TimePersonal Data Money EffortSocial Capital Emotional Commitment
  60. 60. Investments increase the likelihood of the next pass through the Hook 
 in two ways.
  61. 61. Investments load the next trigger of the hook 1
  62. 62. Each new message posted on
  63. 63. is an open invitation for an external trigger to be returned.
  64. 64. 2. Investments store value, improving the product with use. 2
  65. 65. Content
  66. 66. Data
  67. 67. Followers
  68. 68. Reputation
  69. 69. The hook is an experience designed to connect the user’s problem to your product
  70. 70. Each pass through the Hook helps 
 shape user preferences and attitudes
  71. 71. 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? 1. What internal trigger is
 the product addressing? 2. What external trigger
 gets the user to the product? The Hooked Canvas
  72. 72. The morality of manipulation
  73. 73. Designing habit-forming products is a form of manipulation.
  74. 74. Users take our technologies to bed.
  75. 75. They check our devices before saying “good morning” to loved ones.
  76. 76. What responsibility
 do we have when changing user behavior?
  77. 77. Help others find meaning. 
 Engage them in something important.
  78. 78. Photo: 7CupsOfTea.com We can design
 healthy habits
  79. 79. Build the change you want to see in the world
  80. 80. Take the survey, get the slides @nireyal
 NirAndFar.com OpinionTo.us
  81. 81. Last Speaker: Ton Wesseling (NL) Validation in every organization Last Speaker:

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