behavior 101 (hacbed)
TRANSCRIPT
Behavior 101HACBED conference
June 29, 2012
Nir EyalNirAndFar.com
@nireyal
@nireyal NirAndFar.com
whendoing < thinking
= action
@nireyal NirAndFar.com
triggers
ability
B = m.a.t.
Fogg Behavior Modelm
otiv
atio
n
@nireyal NirAndFar.com
mot
ivat
ion
Motivators for Behavior
Seek:PleasureHopeAcceptance
Avoid:PainFear
Rejection
SensationAnticipation
Social Cohesion
@nireyal NirAndFar.comability
Factors of ability
TimeMoneyPhysical effortBrain cyclesSocial devianceNon-routine
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TriggersExternal Internal
AlarmsAdvertising
Calls-to-actionEmailsStores
EmotionsRoutinesSituations
PlacesPeople
What to do next is in the trigger
What to do next is in the user’s head
@nireyal NirAndFar.com
triggers = interface design
ability = product
B=MAT in your organizationm
otiv
atio
n=
mar
ketin
g
@nireyal NirAndFar.com
Behaviors over time
Increase motivation and difficulty of action
Early behavior
Habitualbehavior