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Hooked



@nireyal

k
Products	
  can	
  profoundly	
  


CHANGE	
  OUR	
  BEHAVIORS.
100’s	
  of	
  millions	
  of	
  
users…

…and	
  100’s	
  of	
  	
  
millions	
  of	
  dollars.
?
NS
T
AT

P

R
E
Vitamins OR
Pain Killers?
PAIN	
  KILLERS	
  address	
  a	
  
burning	
  need.
VITAMINS	
  are	
  	
  
“nice	
  to	
  have.”
Vitamins OR
Pain Killers?
With	
  habit-­‐forming	
  technology

PLEASURE	
  SEEKING
behavior

becomes

PAIN	
  ALLEVIATING
behavior
What	
  do	
  we	
  mean	
  by	
  PAIN?	
  
Close	
  your	
  eyes.
HOW DID
YOU FEEL?
The	
  SOLUTION	
  TO	
  


OUR	
  DISCOMFORT	
  

is	
  found	
  in	
  the	
  product’s	
  use.
We	
  are	
  not	
  designing	
  for	
  addiction	
  
Do	
  not	
  design	
  bor	
  agddiction.
f e	
  in	
   raphic	
  
NOT	
  must	
  
hab·it

A	
  BEHAVIOR	
  DONE	
  WITH

LITTLE	
  OR	
  NO	
  

CONSCIOUS	
  
THOUGHT
Habits	
  can	
  be	
  used	
  for	
  good.
Harnessing	
  

HABITS	
  
can	
  be	
  

VERY	
  GOOD
FOR	
  BUSINESS.
If	
  your	
  business	
  requires	
  	
  
“unprompted	
  user	
  engagement,”
A	
  design	
  pattern	
  to	
  help

FORM	
  BETTER	
  PRODUCT	
  
HYPOTHESES.
BUILDING	
  IS
EXPENSIVE	
  	
  	
  
INCREASE	
  YOUR	
  ODDS	
  OF	
  SUCCESS.
h

k

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

with%enough%%

FREQUENCY%%

to%%

FORM+A+HABIT.+

k
k

h
A"Hook"has"4"parts:"
A	
  -­‐	
  A	
  hook	
  has	
  4	
  parts:	
  
T	
   -­‐	
  Trigger	
  
A	
  -­‐	
  Action	
  
R	
   -­‐	
  Reward	
  
I -­‐	
  Investment
h

k
HABITS	
  ARE	
  

BUILT	
  UPON	
  

like	
  the	
  layers	
  of	
  a	
  
pearl.
Triggers	
  come	
  in	
  two	
  flavors:


EXTERNAL	
  &	
  

INTERNAL
EXTERNAL	
  TRIGGERS


The	
  information	
  for	
  what	
  to	
  do	
  next	
  	
  
is	
  within	
  the	
  trigger.

Billboards

SO
DA
INTERNAL	
  TRIGGERS


The	
  information	
  for	
  what	
  to	
  do	
  next	
  is	
  informed	
  

through	
  an	
  association	
  in	
  the	
  user’s	
  memory.
Negative	
  emotions	
  are	
  POWERFUL	
  INTERNAL	
  TRIGGERS.

lonesome
indecisive powerless
tense
dissatisfied
confused inferior
fatigued
discouraged fear	
  of	
  loss
bored
lost
People	
  who	
  are	
  DEPRESSED	
  CHECK	
  EMAIL	
  MORE	
  OFTEN.
	
  	
  Source:  Kotikalapudi  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	
  habit-­‐forming?
 external	
  triggers
solves	
  the	
  pain
of	
  losing	
  the	
  moment.
But	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  is	
  
also	
  a	
  social	
  network.

Lonely

Stresse
d Urge to 

preserve
Curious

Insecurity
Bored
h

k
The

SIMPLEST	
  ACTION
in	
  anticipation	
  of	
  a	
  reward.
Scroll
Search
Play
m

According	
  to	
  BJ	
  Fogg,	
  for	
  any	
  behavior	
  to	
  occur,	
  we	
  
need	
  MOTIVATION,	
  ABILITY,	
  and	
  a	
  TRIGGER
mo·ti·
va·tio
n

“THE	
  ENERGY	
  FOR	
  ACTION”

-­‐Edward  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	
  	
  
Seeking	
  HOPE
Seeking	
  PLEASURE


Seeking	
  ACCEPTANCE
Avoiding	
  FEAR
ABILITY

the capacity to do
a particular action
Time%

$
Money%

Physical%effort%
%

Six$factors$can$increase$or$decrease$ability.
Brain%cycles%

Social%deviance%

Non8rou:ne%

Source:%Dr.%BJ%Fogg,%Stanford%University%
NOVELTY	
  IS	
  A	
  LIABILITY.
Level	
  of	
  of	
  motivation	
  and	
  ability	
  
determines	
  if	
  action	
  will	
  occur.

MOTIV
ATION

TRIGGER	
  	

SUCCEEDS

TRIGGER	
  	

FAILS
Fogg	
  Behavior	
  Model

ABILIT

Source:	
  Dr.	
  BJ	
  Fogg,	
  Stanford	
  University
Simplicity
is a
function
of your
scarcest
resource
at that
-­‐BJ  Fogg
through	
  the	
  years

2009

2010

2011

2012

2013
through	
  the	
  years

2009

2010

2011

2012

2013
through	
  the	
  years

2009

2010

2011

2012

2013
h

k
 	
  Source:	
  Olds	
  and	
  Milner,	
  1945

It	
  all	
  starts	
  with	
  the

NUCLEUS	
  
ACCUMBENS
studied	
  by	
  Olds	
  &	
  Milner.
The	
  nucleus	
  accumbens	
  

is	
  activated	
  when	
  

we	
  crave.
Were
Olds & Milner
stimulatin
g
pleasure?

Not
exactly.
They	
  were	
  stimulating	
  the	
  

STRESS	
  OF	
  DESIRE.
Our	
  reward	
  system	
  activates	
  

with	
  anticipation

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.
Nir Eyal, Designing for Habit-Formation, WarmGun 2013
THE	
  UNKNOWN
IS	
  FASCINATING.

Variability	
  causes	
  us	
  to	
  	
  
focus	
  and	
  engagement
…and	
  increases	
  behavior.
The	
  nucleus	
  accumbens	
  is	
  
stimulated	
  by	
  variability.
3	
  types	
  of	
  VARIABLE	
  REWARDS

TRIBE

HUNT

SELF

Habit-­‐forming	
  tech	
  uses	
  1	
  OR	
  MORE
SEARCH	
  FOR
SOCIAL	
  REWARDS
TRI
empath partner compet
We	
  Like	
  social	
  rewards.
We	
  value	
  recognition	
  and	
  cooperation
SEARCH	
  FOR
RESOURCES
HU
Stems	
  from	
  the	
  hunt	
  for	
  food	
  and	
  resources
Hunt	
  for	
  variable	
  material	
  rewards
Hunt	
  

for	
  variable	
  
information	
  

rewards.
Hunters	
  on

scroll	
  pages.
SEARCH	
  FOR
SELF-­‐ACHIEVEMENT
SEL
Leveling-­‐up	
  reflects	
  MASTERY	
  and	
  COMPETENCY.
Inbox	
  or	
  task	
  management	
  reflects	
  


CONSISTENCY	
  and	
  COMPLETION.
WARNING

Variable	
  rewards	
  are	
  not	
  a	
  free	
  pass.	
  

Your	
  product	
  still	
  must	
  address	
  the	
  itch.
h

k
Users	
  “invest”	
  for	
  future	
  benefits.
Emotional
Personal 
Commitme
Data
nt
Social
Effort
Capital
Time

Money
Investments increase the
likelihood of the next pass
through the Hook in 


TWO

ways.
INVESTMENTS	
  
LOAD	
  THE	
  
NEXT	
  TRIGGER	
  	
  	
  	
  	
  
	
  	
  	
  OF	
  THE	
  HOOK.

1.
Each	
  new	
  message	
  posted	
  on
is	
  an	
  open	
  
invitation	
  for	
  an	
  
external	
  trigger	
  to	
  
be	
  returned.
Investing	
  in	
  Refresh,	
  loads	
  the	
  next	
  trigger
Loading	
  the	
  next	
  trigger	
  with	
  Pin	
  It	
  button	
  
2.

INVESTMENTS	
  STORE	
  VALUE,	
  

erecting	
  barriers	
  to	
  exit.
CONTENT
DATA
FOLLOWERS
REPUTATION

30
!
INVESTMENTS!
CREATES !
PREFERENCE.
h

k

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

With%enough%frequency,%

A"HABIT"IS"FORMED."

k
A	
  -­‐	
  A	
  hook	
  has	
  4	
  parts:	
  
T	
   -­‐	
  Trigger	
  
A	
  -­‐	
  Action	
  
R	
   -­‐	
  Reward	
  
I -­‐	
  Investment
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?

5.	
  What	
  “bit	
  of	
  work”	
  is	
  done	
  
to	
  increase	
  the	
  likelihood	
  of	
  
returning?

3.	
  What	
  is	
  the	
  simplest	
  
behavior	
  in	
  anticipation	
  
of	
  reward?
THE	
  MORALITY
OF	
  MANIPULATION
Designing	
  

habit-­‐forming	
  	
  
products	
  is	
  a	
  form	
  
of	
  manipulation.
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	
  

CHANGEin
you	
  want	
  to	
  see	
  
THE	
  WORLD.
h

1.	
  Take	
  the	
  survey.	
  

k

www.OpinionTo.Us	
  
!

2.	
  Get	
  the	
  slides.

@nireyal	
  
www.nirandfar.com

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