zenjoy - the psychology of habit forming apps
DESCRIPTION
This Zenjoy presentation by @dewitkoen covers the Hooked-model of Nir Eyal, combined with some basic psychological insights and our own experiences. It explains the way we think about product design and how we look at the solutions we offer to our customers @Zenjoy.TRANSCRIPT
Hookedthe psychology behind habit forming technology
Koen [email protected] @dewitkoen0498 13 56 03www.zenjoy.be
We make web & mobile appsFrom simple websites, to mobile tracking and online dashboarding.
Zenjoy - 2014 4
Zenjoy - 2014 5
Experiences and some
psychology basics
It’s all about your mom.Well, it isn’t… but behavior tends to have history.
Zenjoy - 2014 7
Integrated expectancy-based model (Lovibond, 2006)
UCS UCR
CS CR
+
Cla
ssic
al c
ondi
tioni
ng
CS Behavior - CR
Operant conditioning
fa
shaping
Zenjoy - 2014 8
Train to late
Check NMBS-app
Integrated expectancy-based model (Lovibond, 2006)
+
Kla
ssie
ke c
ondi
tione
ring
Operante conditionering
fa
shaping
Stress
Belgian railway station Stress
Belgian railway station
No stress
Zenjoy - 2014 9
Integrated expectancy-based model (Lovibond, 2006)
You check even if there is no indication the train will be late.
You check repeatedly.
You rarely don’t check at all.Case CS, without UCR doesn’t occur.
Your habit doesn’t get challenged.
Hooray for my new behavior.
Zenjoy - 2014 10
Integrated expectancy-based model (Lovibond, 2006)
These are cognitions (expectations, believes). We can reason, talk about them.
It’s all about schweppes.Maybe, but it’s mainly about anticipation of well … emotions.
Zenjoy - 2014 12
Opponent process theory
Behaviour
TriggerDopamine receptors
Serotonineother stuff
You (your body) noticesand reacts
Craving
CS
Zenjoy - 2014 13
Nucleus accumbens
Let’s talk habits.or … happits
Zenjoy - 2014 15
Habits form when the brain takes a shortcut and stops actively deliberating over what to do next.
Script
Habits…
Zenjoy - 2014 16
—> higher lifetime value —> SaaS: more signup, less churn!
…are good for businessCustomers last longer are less price sensitive use frequently generate shorter viral cycle times
The hook
Trigger Action
RewardInvestment
Zenjoy - 2014
External triggers
18
OwnedRelationshipPaid Earned
SEO
Zenjoy - 2014
Internal Triggers
20
(Expected) emotions trigger learned behavior.
Feeling lost, useless, bored, alone, anxious. fomohaving to think
health
losing the moment
Zenjoy - 2014
Internal Triggers
21
(Expected) emotions trigger learned behavior.
Mediators: I’m on Location. I want to do something useful or to be informed/entertained.
Zenjoy - 2014 22
What makes you do this?Ask it 5 times.
Get from trigger to the emotion behind the behavior.
The hook
ActionTrigger
RewardInvestment
Zenjoy - 2014
Action = Behaviour = M A T
24
BJ. Fogg, Stanford University | Deci & Ryan
MotivationAutonomy Competence Relatedness
Scarcity Framing Progress
+S+ or -S-Using your app
Zenjoy - 2014
Action = Behavior = M A T
25
Ability
Time Money Physical effort Brain Power Social deviance Non-routine
Self Efficacy
Zenjoy - 2014 26
What is the simplest action a user has to do in function of a reward?Make it a no brainer. Shape behavior.
The hook
Reward
Trigger Action
Investment
Zenjoy - 2014
Variable reward
28
Autonomy Competence Relatedness
Hunt Self Tribe
Pleasure and no pain.
Zenjoy - 2014
Variable reward
29
Zenjoy - 2014
Variable reward
30
Time
Mot
ivat
ion
* Reward behaviours that lead to resolving the itch, lead to the ultimate goal. Otherwise you lose the small battles.
vs
Zenjoy - 2014
Variable reward
31
The hook
Investment
Trigger Action
Reward
Zenjoy - 2014
Investment
33
Shaping new attitudes, cognitions, beliefs.
IKEA-effect Cognitive dissonance
PastBehavior
AttitudeBeliefs
I invested So it must be worth it. But I got paid for it. But I want to lose weight.
Rationale
FutureBehavior
Zenjoy - 2014
Investment
34
Shaping new attitudes, cognitions, beliefs.
Will people go the extra mile?
Principle of Reciprocity
Zenjoy - 2014 35
Strengthen neurological pathway between trigger and using your app.
Investments enhance next experience.
Investments
Storing value
content, data, followers, reputation, skill, …
Zenjoy - 2014 36
INVESTMENTS LOAD THE NEXT TRIGGER.
The hook
Trigger Action
RewardInvestment
Ethics
Trigger Action
RewardInvestment
Koen [email protected] @dewitkoen0498 13 56 03www.zenjoy.be