hooked: how to build habit-forming products
TRANSCRIPT
Nir Eyal!
Hooked: How to Build Habit-Forming Products April 2014!
@DanielMcgaw #KISSwebinar
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Nir Eyal Author
@nireyal!
Presenter!
Nir Eyal writes, consults, and teaches about the intersection of psychology, technology, and business. Nir founded and sold two companies since 2003 and has taught the "Using Neuroscience to Influence Human Behavior" course as a lecturer at the Stanford Graduate School of Business.
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Hooked
@nireyal!
Products!can!profoundly!!CHANGE'OUR'BEHAVIORS.!
100�s!of!millions!of!users…!
…and!100�s!of!!millions!of!dollars.!
P!A!
A'BEHAVIOR'DONE'WITH!
CONSCIOUS'!THOUGHT!
LITTLE'OR'NO''!
hab·it!
HEALTHTAP!
REV!
POCKET!
BIA!
LUMO!
7 CUPS!
EMODT!
PANTRY LABS!
Habits can be used for good.!
REFRESH.IO!
HABITS'ARE''BUILT'UPON''like!the!layers!of!a!pearl.!
Triggers!come!in!two!flavors:!
EXTERNAL'&''INTERNAL!
EXTERNAL'TRIGGERS'The!informa@on!for!what!to!do!next!!
is!within!the!trigger.!
Billboards!SODA!
INTERNAL'TRIGGERS'The!informa@on!for!what!to!do!next!is!informed!!through!an!associa@on!in!the!user�s!memory.!
Nega@ve!emo@ons!are!POWERFUL'INTERNAL'TRIGGERS.!
lost!
indecisive!
tense!
faDgued!inferior!
bored!
confused!
fear!of!loss!
dissaDsfied!
powerless!
discouraged!
lonesome!
People!who!are!DEPRESSED'CHECK'EMAIL'MORE'OFTEN.!!!Source:(Ko*kalapudi(et(al(2012!
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!habitIforming?!
!external!triggers!
of!losing!the!moment.!solves!the!pain!
But!!!!!!!!!!!!!!!!!!!!!!!!is!also!a!social!network.!
Urge to preserve!
Stressed!
Lonely!
Curious!Insecurity!
Bored!
The!SIMPLEST'BEHAVIOR!
in!an@cipa@on!of!a!reward.!
Scroll!
Search!
Play!
According!to!BJ!Fogg,!for!any!behavior!to!occur,!we!need!MOTIVATION,'ABILITY,'and!a!TRIGGER!
b=m+a+t!
�THE'ENERGY'FOR'ACTION�!mo·ti·va·tion!
5Edward(Deci!
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!!!
ABILITY!
the capacity to do a particular action!
Fogg!Behavior!Model!
MOTIV
ATION
!
ABILITY!
Level'of'moDvaDon'and'ability'determines'if'acDon'will'occur.!
Source:!Dr.!BJ!Fogg,!Stanford!University!
TRIGGER'!SUCCEEDS!
TRIGGER'!FAILS!
through'the'years!
2009! 2010! 2011! 2012! 2014!
2009! 2010! 2011! 2012!
through'the'years!
2014!
2009! 2010! 2011! 2012! 2014!
through'the'years!
LOG IN WITH GOOGLE
studied!by!Olds!&!Milner.!
NUCLEUS'!It!all!starts!with!the!
ACCUMBENS!
!!Source:!Olds!and!Milner,!1945!
The!nucleus!accumbens!!is!ac@vated!when!!
we!crave.!
Olds & Milner!
Not exactly.!
stimulating!
pleasure?!
Were!
They!were!s@mula@ng!the!!STRESS'OF'DESIRE.!
Our!reward!system!ac@vates!!with!an@cipa@on!
Source:!Knutson!et!al!2001!!!
…!and!calms!when!!we!get!what!we!want.!
Source:!Knutson!et!al!2001!
That�s!the!ITCH!
we!seek!to!SCRATCH.!
There!is!a!way!to!supercharge!the!stress!of!desire.!
IS'FASCINATING.!THE'UNKNOWN!
Variability!causes!us!to!!focus!and!engagement!
…and!increases!behavior.!
The!nucleus!accumbens!is!s@mulated!by!variability.!
3'types'of'VARIABLE'REWARDS!
TRIBE! HUNT! SELF!
HabitIforming!tech!uses!1'OR'MORE!
TRIBE!
SEARCH'FOR!
SOCIAL'REWARDS!
partnership!empathetic joy! competition!
We!Like!social!rewards.!
We!value!recogni@on!and!coopera@on!
HUNT!
SEARCH'FOR!
RESOURCES!
Stems!from!the!hunt!for!food!and!resources!
Hunt!for!variable!material!rewards!
Hunt!!for!variable!informa@on!!rewards.!
SELF!
SELFVACHIEVEMENT!
SEARCH'FOR!
LevelingIup!reflects!MASTERY'and'COMPETENCY.!
Inbox!or!task!management!reflects!!CONSISTENCY'and'COMPLETION.!
WARNING!
Variable!rewards!are!not!a!free!pass.!!Your!product!s@ll!must!address!the!itch.!
Build!variable!rewards!that!scratch!the!users!itch,!but!leave!them!wan@ng!more.!
Users!�invest�!for!future!benefits.!
Social Capital!
Money!
Time!Effort!
Emotional Commitment!Personal
Data!
Investments increase the
likelihood of the next pass
through the Hook in
TWO ways.!
1.!
INVESTMENTS'LOAD'THE'!
NEXT'TRIGGER''''!'''OF'THE'HOOK.!
Each!new!message!posted!on!
is!an!open!invita@on!for!an!external!trigger!to!be!returned.!
Loading!the!next!trigger!with!Pin!It!bu^on!!
INVESTMENTS'STORE'VALUE,''improving!the!product!with!use.!2.!
CONTENT!
DATA!
FOLLOWERS!
REPUTATION!
30!
Each!pass!through!the!Hook!helps!!SHAPE'USER'PREFERENCES'AND'ATTITUDES.!
That!was!a!lot!!
…!more!at:!NirAndFar.com!
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!wan@ng!more?!
3.!What!is!the!simplest!behavior!in!an@cipa@on!
of!reward?!
5.!What!�bit!of!work�!is!done!to!increase!the!likelihood!of!
returning?!
THE'MORALITY!
OF'MANIPULATION!
Designing!!habitIforming!!products!is!a!form!of!manipula@on.!
Users!take!our!technologies!to!bed.!
They!check!our!devices!before!saying!�good!morning�!to!loved!ones.!
Quite!possibly,!the!!!
�CIGARETTE'OF''THIS'CENTURY.�'5(Ian(Bogust!
What!!RESPONSIBILITY!!do!we!have!when!!
changing!user!behavior?!
THE'WORLD'IS'FULL'OF'PROBLEMS'TO'FIX.!
Help!others!find!meaning.!Engage!them!in!something!important.!
Build!the!!
THE'WORLD.!you!want!to!see!in!CHANGE!
THANK YOU!
Nir Eyal @nireyal!