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Examples of the Hook Model in enterprise applications. See Nir Eyal's book "Hooked: How to Build Habit-Forming Products" for more, see: NirAndFar.com/GetHooked Blogging at: NirAndFar.com Twitter: @nireyal
Enterprise Habit-Forming Products
Enterprise Habit-Forming Products
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Presentation and workshop around the Hooked model, based on Nir Eyal and BJ Fogg's work to whom I owe all the credit.
Hooked presentation and workshop
Hooked presentation and workshop
Charles Roels
Technology is taking over our lives, especially in the workplace. What can we do to put technology in its place to finally get focused work done?
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What makes some products so engaging while others flop? Nir Eyal explains the psychology behind the world's most habit-forming technologies and provides practical advice for increasing user engagement.
Hooked: How to Build Habit-Forming Products with Nir Eyal
Hooked: How to Build Habit-Forming Products with Nir Eyal
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First given at FinTech 2015 in Edinburgh, I looked at how to apply Nir Eyal's 'Hooked' to creating FinTech products.
Hooked on Finance - Creating habit-forming FinTech apps
Hooked on Finance - Creating habit-forming FinTech apps
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Hooked - How to build habit forming products, a talk about the book
Hooked - How to build habit forming products
Hooked - How to build habit forming products
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In an age of ever-increasing distractions, quickly creating customer habits is an important characteristic of successful products. In this talk, Nir Eyal shares his approach for product design thinking in a collaborative world.
Hooked – How to Build Habit-Forming Products - Nir Eyal
Hooked – How to Build Habit-Forming Products - Nir Eyal
Atlassian
https://www.wrike.com/blog/interview-with-nir-eyal-hooked/ - Engaging products don't happen by mistake. We interviewed Nir Eyal, author of Hooked: How To Build Habit-Forming Products. His background in advertising and gaming has led him to write about consumer psychology principles that change customers' behavior. He explains how to create engaging products using the Hook model.
How to Hook Customers with Habit-forming Products
How to Hook Customers with Habit-forming Products
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Recommended
Examples of the Hook Model in enterprise applications. See Nir Eyal's book "Hooked: How to Build Habit-Forming Products" for more, see: NirAndFar.com/GetHooked Blogging at: NirAndFar.com Twitter: @nireyal
Enterprise Habit-Forming Products
Enterprise Habit-Forming Products
Nir Eyal
Presentation and workshop around the Hooked model, based on Nir Eyal and BJ Fogg's work to whom I owe all the credit.
Hooked presentation and workshop
Hooked presentation and workshop
Charles Roels
Technology is taking over our lives, especially in the workplace. What can we do to put technology in its place to finally get focused work done?
Slaying the Messaging Monster
Slaying the Messaging Monster
Nir Eyal
What makes some products so engaging while others flop? Nir Eyal explains the psychology behind the world's most habit-forming technologies and provides practical advice for increasing user engagement.
Hooked: How to Build Habit-Forming Products with Nir Eyal
Hooked: How to Build Habit-Forming Products with Nir Eyal
Nir Eyal
First given at FinTech 2015 in Edinburgh, I looked at how to apply Nir Eyal's 'Hooked' to creating FinTech products.
Hooked on Finance - Creating habit-forming FinTech apps
Hooked on Finance - Creating habit-forming FinTech apps
Nathan Fulwood
Hooked - How to build habit forming products, a talk about the book
Hooked - How to build habit forming products
Hooked - How to build habit forming products
PiXeL16
In an age of ever-increasing distractions, quickly creating customer habits is an important characteristic of successful products. In this talk, Nir Eyal shares his approach for product design thinking in a collaborative world.
Hooked – How to Build Habit-Forming Products - Nir Eyal
Hooked – How to Build Habit-Forming Products - Nir Eyal
Atlassian
https://www.wrike.com/blog/interview-with-nir-eyal-hooked/ - Engaging products don't happen by mistake. We interviewed Nir Eyal, author of Hooked: How To Build Habit-Forming Products. His background in advertising and gaming has led him to write about consumer psychology principles that change customers' behavior. He explains how to create engaging products using the Hook model.
How to Hook Customers with Habit-forming Products
How to Hook Customers with Habit-forming Products
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Products can profoundly CHANGE OUR BEHAVIORS. 100’s of millions of users and 100’s of millions of dollars. Habit: A BEHAVIOR DONE WITH CONSCIOUS THOUGHT LITTLE OR NO HABITS ARE BUILT UPON like the layers of a pearl. Triggers come in two favors: EXTERNAL & INTERNAL EXTERNAL TRIGGERS: The information for what to do next is within the trigger. Billboards SODA INTERNAL TRIGGERS: The information for what to do next is informed through an association in the users Billboards SODA People who are depressed check email more often 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? Fear of losing the moment. Solves the pain but it is also a social network. The SIMPLEST BEHAVIOR in anticipation of a reward. According to BJ Fogg, for any behavior to occur, we need MOTIVATION, ABILITY, and a TRIGGER THE ENERGY FOR ACTION THERE ARE SIX FACTORS THAT CAN INCREASE MOTIVATION. Seeking Pleasure, Avoiding Pain, Seeking Hope, Avoiding Fear, Seeking Acceptance, Avoiding Rejection ABILITY: the capacity to do a particular action Level of motivation and ability determines if action will occur. Source: Dr. BJ Fogg, Stanford University TRIGGER SUCCEEDS TRIGGER FAILS It all starts with the ACCUMBENS Not exactly stimulating pleasure? They were stimulating the STRESS OF DESIRE. Our reward system activates with anticipation … and calms when we get what we want. That’s the ITCH we seek to SCRATCH. There is a way to supercharge the stress of desire. 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 TRIBE SEARCH FOR SOCIAL REWARDS We like social rewards We value recognition and cooperation HUNT SEARCH FOR RESOURCES Stems from the hunt for food and resources Hunt for variable material rewards Hunt for variable information rewards WARNING! Variable rewards are not a free pass. Your products must address the itch Build variable rewards that scratch the users itch but leave them wanting more Users invest for future benefits: Social Capital, Money, Time, Effort, Emotional Commitment, and Personal Data Investments increase the likelihood of the next pass through the Hook in TWO ways INVESTMENTS LOAD THE NEXT TRIGGER OF THE HOOK Each pass through the Hook helps THE MORALITY OF MANIPULATION Users take our technologies to bed They check our devices before saying good morning to loved ones. Quite possibly the CIGARETTE OF THIS CENTURY. What do we have when changing user behavior? RESPONSIBILITY THE WORLD IS FULL OF PROBLEMS TO FIX Build the world you want to see
Hooked: How to Build Habit-Forming Products
Hooked: How to Build Habit-Forming Products
Kissmetrics on SlideShare
Nir Eyal, bestselling author of Hooked: How to Build Habit-Forming Products, wrote the book on the secret psychology of technology. However, in this talk, Nir provides the antidote to the current distraction crisis. Nir shares the findings of his five years of research into how to master what he calls, "the skill of the century," the power to be "Indistractable." Nir's entertaining, research-backed talk, provides practical advice and memorable strategies for managing distraction in business and life.
Indistractable - How to Master the Skill of the Century
Indistractable - How to Master the Skill of the Century
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"Jobs-To-Be-Done" is a marketing framework to help you better understand what is the real motivation for your buyer to choose your product. Use this canvas to create a "Customer Journey" story which can lead to a better definition of your Value Proposition. (c)2020 Davender Gupta. All rights reserved. Permission to use with full attribution rev 1 - 10-Mar-2020 davender@davender.com http://thescaleupproject.com
Jobs-To-Be-Done Canvas
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Products can profoundly CHANGE OUR BEHAVIORS. 100’s of millions of users and 100’s of millions of dollars. Habit: A BEHAVIOR DONE WITH CONSCIOUS THOUGHT LITTLE OR NO HABITS ARE BUILT UPON like the layers of a pearl. Triggers come in two favors: EXTERNAL & INTERNAL EXTERNAL TRIGGERS: The information for what to do next is within the trigger. Billboards SODA INTERNAL TRIGGERS: The information for what to do next is informed through an association in the users Billboards SODA People who are depressed check email more often 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? Fear of losing the moment. Solves the pain but it is also a social network. The SIMPLEST BEHAVIOR in anticipation of a reward. According to BJ Fogg, for any behavior to occur, we need MOTIVATION, ABILITY, and a TRIGGER THE ENERGY FOR ACTION THERE ARE SIX FACTORS THAT CAN INCREASE MOTIVATION. Seeking Pleasure, Avoiding Pain, Seeking Hope, Avoiding Fear, Seeking Acceptance, Avoiding Rejection ABILITY: the capacity to do a particular action Level of motivation and ability determines if action will occur. Source: Dr. BJ Fogg, Stanford University TRIGGER SUCCEEDS TRIGGER FAILS It all starts with the ACCUMBENS Not exactly stimulating pleasure? They were stimulating the STRESS OF DESIRE. Our reward system activates with anticipation … and calms when we get what we want. That’s the ITCH we seek to SCRATCH. There is a way to supercharge the stress of desire. 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 TRIBE SEARCH FOR SOCIAL REWARDS We like social rewards We value recognition and cooperation HUNT SEARCH FOR RESOURCES Stems from the hunt for food and resources Hunt for variable material rewards Hunt for variable information rewards WARNING! Variable rewards are not a free pass. Your products must address the itch Build variable rewards that scratch the users itch but leave them wanting more Users invest for future benefits: Social Capital, Money, Time, Effort, Emotional Commitment, and Personal Data Investments increase the likelihood of the next pass through the Hook in TWO ways INVESTMENTS LOAD THE NEXT TRIGGER OF THE HOOK Each pass through the Hook helps THE MORALITY OF MANIPULATION Users take our technologies to bed They check our devices before saying good morning to loved ones. Quite possibly the CIGARETTE OF THIS CENTURY. What do we have when changing user behavior? RESPONSIBILITY THE WORLD IS FULL OF PROBLEMS TO FIX Build the world you want to see
Hooked: How to Build Habit-Forming Products
Hooked: How to Build Habit-Forming Products
Kissmetrics on SlideShare
Nir Eyal, bestselling author of Hooked: How to Build Habit-Forming Products, wrote the book on the secret psychology of technology. However, in this talk, Nir provides the antidote to the current distraction crisis. Nir shares the findings of his five years of research into how to master what he calls, "the skill of the century," the power to be "Indistractable." Nir's entertaining, research-backed talk, provides practical advice and memorable strategies for managing distraction in business and life.
Indistractable - How to Master the Skill of the Century
Indistractable - How to Master the Skill of the Century
Nir Eyal
"Jobs-To-Be-Done" is a marketing framework to help you better understand what is the real motivation for your buyer to choose your product. Use this canvas to create a "Customer Journey" story which can lead to a better definition of your Value Proposition. (c)2020 Davender Gupta. All rights reserved. Permission to use with full attribution rev 1 - 10-Mar-2020 davender@davender.com http://thescaleupproject.com
Jobs-To-Be-Done Canvas
Jobs-To-Be-Done Canvas
Davender Gupta
Ever wondered why some people are so talented creatively while you're not? It's not just a gift this creative lark - it's also a skill, and like any skill it needs time and practice to hone it. We're influenced by the creativity we see around - but in art, other design work, nature and in our every day belief and attitude to life. The more your eyes are open - the more you'll see the creativity surrounding you. Here at Presented, we've put together a small presentation on what we think are the essential tips about how to reveal your inner creativity. Enjoy!
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Lecturing on Cialdini's Influence book to Master students for a course in Advanced Consumer Marketing at Linköping University, Sweden. Cialdini (2016) - "Pre-Suasion": http://www.slideshare.net/guyaderhugo/presuasion-a-revolutionary-way-to-influence-and-persuade
Influence: the Psychology of Persuasion (Cialdini)
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How Great Leaders Inspire Through Storytelling - @High_Spark
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Visual and Creative Thinking:What We Learned From Peter Pan and Willy Wonka
Visual and Creative Thinking:What We Learned From Peter Pan and Willy Wonka
Kelsey Ruger
As part of our book reading club in eBay, I did a talk about one of my favourites book "The Art of Thinking Clearly". Here are some snapshots from the book in my own words.
Art of thinking clearly
Art of thinking clearly
Lakshmi Narasimhan
Presented at Tokyo iOS Meetup https://www.meetup.com/TokyoiOSMeetup/events/234405194/ Video here: https://www.youtube.com/watch?v=lJlyR8chDwo
Build Features, Not Apps
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Natasha Murashev
Where does the creative thought come from? Is it magic? Is the creative skill a genetic gift for only a few? We all are creative, it is our ability of expressing your creativity that may vary. Creativity needs a method and the right conditions. Just create the right condition and remove the ugly limits that prevent us from being as creative as we can be. I'll cover also the design topic of the difference between empty and negative space still from a creative point of view.
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Creative Thinking
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Because of nothing much to do - we read 2 105 publications and articles. Result? The most comprehensive growth hacking list up to date. All the growth hacks divided in easy to view AARRR sections - for pirates and growth hackers.
128 High Converting Growth Hacks - the most epic growth hacking list
128 High Converting Growth Hacks - the most epic growth hacking list
Helvijs Smoteks
In this update of his past presentations on Mobile Eating the World -- delivered most recently at The Guardian's Changing Media Summit -- a16z’s Benedict Evans takes us through how technology is universal through mobile. How mobile is not a subset of the internet anymore. And how mobile (and accompanying trends of cloud and AI) is also driving new productivity tools. In fact, mobile -- which encompasses everything from drones to cars -- is everything.
Mobile Is Eating the World (2016)
Mobile Is Eating the World (2016)
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Sydney JTBD meetup - the 4 forces of progress
Sydney JTBD meetup - the 4 forces of progress
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Growth Hacking Belgium (kick-off)
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As thinking human beings and team leaders or architects we can benefit from knowing more about how we think, deliberate and decide. Most teams rely on trust, transparency, collaboration, and collective decision-making. “Thinking, Fast and Slow,” by Daniel Kahneman explains two systems that drive how we think. System 1 thinking is fast, intuitive, and emotional; System 2 is slow, deliberate, and logical. In this presentation you learn how fast and slow thinking affects your reactions, behaviors, and decision-making. You’ll explore how several common development practices (with an emphasis on some agile practices), can amplify and exploit your thinking abilities and where they might lead you astray. Fast thinking works pretty well in a well-known context. You save time when you don’t have to deliberate over details and nuances in order to make informed decisions. But fast thinking can lead to extremely poor decisions. You might jump to conclusions, be wildly optimistic, or greatly under-assess risks and rewards. You need to exploit both fast and slow thinking and be acutely aware of when fast thinking is tripping you up.
Exploiting Fast and Slow Thinking
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Presentation given at the reboot 11 "Action" in Copenhagen on persuasive web design.
Persuasive Design or The Fine Art of Separating People from Their Bad Behavio...
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In Fort McMurray on Feb 18, 2016 the Wood Buffalo Economic Development team had a lovely night planned with a little somebody giving a workshop titled "5 Ways To Recession Proof Your Business". We had an absolute riot talking about ways to make our organizations better, 5 precisely. 1: My superpower is __________ . 2: I will build my tribe by__________ . 3: I will transform my industry by ______ . 4: I will get feedback by __________ . 5: I will change the world by _________ . Again, sorry about the title.
5 Ways To Recession Proof Your Business (What a pretentious title)
5 Ways To Recession Proof Your Business (What a pretentious title)
Jeph Maystruck
Placing a fly in a urinal might be just what your business needs. Dive into examples and cases where nudging is proven to be more effective instead of forbidding choices or using incentives. Experimenting with nudging can improve your business or can make things so much easier.
Nudging: design concepts to change our behavior (by Louise Haazen & David Pas)
Nudging: design concepts to change our behavior (by Louise Haazen & David Pas)
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(20)
Hooked: How to Build Habit-Forming Products
Hooked: How to Build Habit-Forming Products
Indistractable - How to Master the Skill of the Century
Indistractable - How to Master the Skill of the Century
Jobs-To-Be-Done Canvas
Jobs-To-Be-Done Canvas
How to reveal your inner creativity
How to reveal your inner creativity
Influence: the Psychology of Persuasion (Cialdini)
Influence: the Psychology of Persuasion (Cialdini)
How Great Leaders Inspire Through Storytelling - @High_Spark
How Great Leaders Inspire Through Storytelling - @High_Spark
Visual and Creative Thinking:What We Learned From Peter Pan and Willy Wonka
Visual and Creative Thinking:What We Learned From Peter Pan and Willy Wonka
Art of thinking clearly
Art of thinking clearly
Build Features, Not Apps
Build Features, Not Apps
Creative Thinking
Creative Thinking
128 High Converting Growth Hacks - the most epic growth hacking list
128 High Converting Growth Hacks - the most epic growth hacking list
Mobile Is Eating the World (2016)
Mobile Is Eating the World (2016)
Sydney JTBD meetup - the 4 forces of progress
Sydney JTBD meetup - the 4 forces of progress
The Art of Compromise: it's an agency/client thing
The Art of Compromise: it's an agency/client thing
Growth Hacking Belgium (kick-off)
Growth Hacking Belgium (kick-off)
Exploiting Fast and Slow Thinking
Exploiting Fast and Slow Thinking
Persuasive Design or The Fine Art of Separating People from Their Bad Behavio...
Persuasive Design or The Fine Art of Separating People from Their Bad Behavio...
5 Ways To Recession Proof Your Business (What a pretentious title)
5 Ways To Recession Proof Your Business (What a pretentious title)
Nudging: design concepts to change our behavior (by Louise Haazen & David Pas)
Nudging: design concepts to change our behavior (by Louise Haazen & David Pas)
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Slides for Minnesota Interactive Marketers Association March 2013 event, Neuromarketing & Web Persuasion, presented by Roger Dooley, author of Brainfluence.
Roger Dooley MIMA 2013 - Neuromarketing & Web Persuasion
Roger Dooley MIMA 2013 - Neuromarketing & Web Persuasion
Roger Dooley
My slides from facilitating a class with trainees from The Event's Architects training program. A quick chat to show how infusing creativity into all aspects of Event Management can make you stand out from the competition.
Bending The World With Creativity
Bending The World With Creativity
Oje Ojeaga
Abstract: LeanUX is bridging the gap between Design Thinking and Agile. While teams are embracing experimentation, it is important that your teams don't waste all of their time running experiments on unimportant + known aspects of your product. Assumptions Mapping is a LeanUX exercise that gives you the power to facilitate a conversation with your team and enable them to focus on what matters. If you find yourself in an organization trying to adapt to conditions of extreme uncertainty, this workshop gives you actionable tools and advice that you can take back to your teams and apply right away. Learning Outcomes: How to use Assumptions Mapping to illustrate risk & focus your experimentation How LeanUX is bridging the gap between Design Thinking and Agile What leadership and facilitation styles you'll need for LeanUX to thrive in your organization
Introduction to Assumptions Mapping - Agile2016
Introduction to Assumptions Mapping - Agile2016
David Bland
บรรยายวันที่ 8 กค สถาบันปัญญาภิวัฒน์
Brand 2012
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Tab Hanutsaha
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Adaptability Quotient - DevUp 2022.pdf
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THINKMAGENTA_BOOKLET_ENG.pdf
ssuser6711e7
Happiness is a state of mind. Be grateful to God who ever you are. Whatever you have.
Secret of Happiness
Secret of Happiness
Snawer Gill
Roger Dooley presents "Neuromarketing on the Web" to attendees at the 2013 Neuromarketing World Forum.
Neuromarketing World Forum 2013 - Sao Paulo - Roger Dooley
Neuromarketing World Forum 2013 - Sao Paulo - Roger Dooley
Roger Dooley
Grit is not hard work. It is single-mindedness. Research indicates that if a candidate answers 'I finish whatever I begin' then he is most probably our candidate for performance. Or is it?
Grit is it a measure of success
Grit is it a measure of success
gaurav.kapil
Mind the Product, 2018 London. This talk provides three practical tools that product leaders can use to uncover, accept, and act on what is true—so that you can be less grumpy and more effective at work. Because isn't that what we all enjoy? The feeling that we're doing good work, and that it's working? (UBAD Model for Buy-In by Janice Fraser is licensed under Creative Commons Attribution-NoDerivatives License 4.0 International.)
Accepting the Truth at Work: 3 Practical Tools
Accepting the Truth at Work: 3 Practical Tools
Janice Fraser
Life Coach
Life Coach Presentation Template.pptx
Life Coach Presentation Template.pptx
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Mind Over Matter: Choosing Your Attitude
Mind Over Matter: Choosing Your Attitude
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Roger Dooley MIMA 2013 - Neuromarketing & Web Persuasion
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Introduction to Assumptions Mapping - Agile2016
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Neuromarketing World Forum 2013 - Sao Paulo - Roger Dooley
Neuromarketing World Forum 2013 - Sao Paulo - Roger Dooley
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Grit is it a measure of success
Accepting the Truth at Work: 3 Practical Tools
Accepting the Truth at Work: 3 Practical Tools
Life Coach Presentation Template.pptx
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How asking the 'wrong' questions can make us better creative?
How asking the 'wrong' questions can make us better creative?
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Hooked Workshop
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h kHooked @nireyal
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Products can profoundly CHANGE OUR BEHAVIORS.
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100’s of millions of users… …and 100’s of millions of dollars.
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PA TT E SN R ?
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I wrote this … … more at: NirAndFar.com
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Close your eyes.
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HOWDIDYOUFEEL?
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When we FEEL AN ITCH we seek to SCRATCH IT.
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The brain associates behaviors that PROVIDE A SOLUTION to whatever problem it encounters.
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The SOLUTION TO OUR DISCOMFORT is found in the product’s use.
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Images of chocolate bring both pleasure and stress to “cravers.” Source: Rodriguez et al 2005
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STRESS is a precondition for addiction. Source: Heilig and Koob 2007
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We are not designing for addiction NOT must be in graphic Do not design for addiction.
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A BEHAVIOR DONE WITH CONSCIOUS THOUGHT LITTLE OR NO hab·it
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Habitscanbeusedforgood.
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1. FREQUENCY Source: Judah, G; Gardner, B; Aunger, R; 2013
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2. ATTITUDE CHANGE Source: Judah, G; Gardner, B; Aunger, R; 2013
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Harnessing VERY GOOD HABITS can be FOR BUSINESS.
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Creating consumer habits drives HIGHER CUSTOMER LIFETIME VALUE (CLTV).
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Creating consumer habits gives companies GREATER FLEXIBILITY TO INCREASE PRICES.
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Creating consumer habits SUPERCHARGES GROWTH.
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Creating consumer habits INCREASES DEFENSIBILITY.
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However, forming new habits is HARD WORK
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AND EXCEPTIONALLY RARE.
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But if your business requires “unprompted user engagement,”
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A design pattern to help FORM BETTER PRODUCT HYPOTHESES.
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BUILDING IS EXPENSIVE
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INCREASE YOUR ODDS OF SUCCESS.
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h kThe$HOOK$is$an$experience$designed$to$ connect$the$user’s$problem$to$your$solu7on.$
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h k with%enough%% FREQUENCY%% to%% FORM+A+HABIT.+
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NOW IT IS YOUR
TURN
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❑ Get into groups of 2 or 3. ❑ Describe your product or service. ❑
Pick one product with one user.
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❑ Why does your business require a habit? ❑ What problem are users coming to solve? ❑
How do they currently solve the problem and why does it need a new solution?
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❑ What action do you want to make into a habit? ❑ How frequently do you expect users to engage?
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h kA"Hook"has"4"parts:"
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h k
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Triggers come in two flavors: EXTERNAL & INTERNAL
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EXTERNAL TRIGGERS The information for what to do next is within the trigger. Billboards SO DA
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INTERNAL TRIGGERS The information for what to do next is informed through an association in the user’s memory.
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Negative emotions are POWERFUL INTERNAL TRIGGERS. lost indecisive tense fatiguedinferior bored confused fear of loss dissatisfied powerless discouraged lonesome
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People who are DEPRESSED CHECK EMAIL MORE OFTEN. Source: Kotikalapudi et
al 2012
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When we feel LONELY we use
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When we feel UNSURE we use
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When we are BORED we use
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Do you know
your customer’s INTERNAL TRIGGER?
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Jack Dorsey on Narratives
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IT#ALL#STARTS#WITH#A# NARRATIVE.! “(If)!you!want!to!build!a!product! that!is!relevant!to!folks,!you!need! to!put!yourself!in!their!shoes!and! you!need!to!write!a!story!from! their!side.”! .#Jack#Dorsey#
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1952 INSTANT CAKE MIX WAS A MARKETING FAILURE. Betty Crocker assumed that customers wanted convenience but “Just add water” did not sell. Source: “Finding Betty Crocker”, Susan Marks
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WHY DO WE MAKE CAKE? to give and receive love from people we care about.
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DEPRECATED A FEATURE
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What triggers make so habit-forming?
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external triggers
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of losing the moment. solves the pain
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But is also a social network. Urgeto preserve Stressed Lonely Curious Insecurity Bored
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YOUR TURN TO BUILD A NARRATIVE
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BUILD YOUR NARRATIVE ❑ Who is the user? ❑ What are they doing immediately before your intended habit?
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INTERNAL TRIGGERS ❑ Come up with 3 internal trigger hypotheses (emotions, routines, situations…) ❑ Which internal trigger occurs most often? ❑
Every time _______ , the user ________.
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EXTERNAL TRIGGERS ❑ Where and when can you insert your external triggers? ❑ How can you be in front of the user when her internal trigger fires? ❑
Think of 3 “rational ideas” and 3 “crazy ideas.”
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HYPOTHESIS HOMEWORK ❑ Are your assumptions correct? ❑ Is your narrative really happening? ❑
“Get out of the building.” – Steve Blank ❑ Test your biggest assumptions first and cheaply.
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Take a break “Hook” by Blues Traveler
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h k
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The SIMPLEST BEHAVIOR in anticipation of a reward.
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Scroll
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Search
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Play
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According to BJ Fogg, for any behavior to occur, we need MOTIVATION, ABILITY, and a TRIGGER b=m+a+t
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“THE ENERGY FOR ACTION” mo·ti·va·tion -Edward Deci
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THERE ARE SIX FACTORS THAT CAN INCREASE MOTIVATION. SeekingPleasure AvoidingPain SeekingHope AvoidingFear SeekingAcceptance AvoidingRejection Source: Dr. BJ Fogg, Stanford University
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Seeking HOPE
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Seeking PLEASURE
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Avoiding FEAR
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Seeking ACCEPTANCE
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ABILITY the capacity to
do a particular action
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Time% $ Six$factors$can$increase$or$decrease$ability. % Money% Physical%effort% Brain%cycles% Social%deviance%
Non8rou:ne% Source:%Dr.%BJ%Fogg,%Stanford%University%
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Fogg Behavior Model MOTIVATION ABILITY Level of motivation and ability determines if action will occur. Source: Dr. BJ Fogg, Stanford University TRIGGER SUCCEEDS TRIGGER FAILS
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Should designers MOVE MOTIVATION OR ABILITY FIRST?
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You can try to increase motivation…
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…but you’ll often get the same results.
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through the years 2009 2010 2011
2012 TODAY
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2009 2010 2011 2012 through the years TODAY
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2009 2010 2011
2012 TODAY through the years
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YOUR TURN TO SIMPLIFY THE ACTION
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Users are on a path to solving a problem. Internal Trigger Product Interface Reward/Pain Alleviation
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users take action to alleviate pain. Internal Trigger Product Interface 1. Open App 2. Log-in (sometimes) 3.
Scroll & Read Reward/Pain Alleviation
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Map the path users take to scratch their itch.
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Find the “scarcest resource” ❑ Review your flow. Where is the action most difficult? ❑ Which resource is lacking? ❑
What are 3 testable ways to make the action easier? •Time •Money •Physical effort •Brain cycles (too confusing) •Social deviance (outside norm) •Non-routine (too new)
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h k
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studied by Olds & Milner. NUCLEUS It all starts with the ACCUMBENS Source: Olds and Milner, 1945
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The nucleus accumbens is activated when we crave.
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Olds & Milner Notexactly. stimulating pleasure? Were
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They were stimulating the STRESS OF DESIRE.
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Our reward system activates with anticipation Source: Knutson et al 2001
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… and calms when we get what we want. Source: Knutson et al 2001
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That’s the ITCH we seek to SCRATCH.
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There is a way to supercharge the stress of desire.
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IS FASCINATING. THE UNKNOWN Variability causes us to focus and engage
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…and increases behavior.
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The nucleus accumbens is stimulated by variability.
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3 types of VARIABLE REWARDS TRIBE HUNT SELF Habit-forming tech uses 1 OR MORE
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TRIBE SEARCH FOR SOCIAL REWARDS
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partnershipempatheticjoy competition
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We Like social rewards.
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Fast variable rewards
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We value recognition and cooperation
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HUNT SEARCH FOR RESOURCES
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Stems from the hunt for food and resources
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Hunt for variable material rewards
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Hunt for variable material rewards
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Hunt for variable information rewards.
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Hunters on scroll pages.
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SELF SELF-ACHIEVEMENT SEARCH FOR
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Leveling-up reflects MASTERY and COMPETENCY.
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Inbox or task management reflects CONSISTENCY and COMPLETION.
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WARNING Variable rewards are not a free pass. Your product still must address the itch.
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Do your users feel in control? AUTONOMY IS A PRE-REQUISITE. Source: Deci and Ryan on Self-Determination Theory
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Beware of FINITE VARIABILITY.
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INFINITE VARIABILITY sustains interest longer.
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Build variable rewards that satiate the users itch, but leave them wanting more.
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YOUR TURN TO REWARD YOUR USERS
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❑ Review your flow. Is the reward fulfilling, yet leaves the user wanting more? ❑ Brainstorm 3 ways users search for variable reward. •Rewards of the Tribe - gratification from others. •Rewards of the Hunt - things, money or information. •Rewards of the Self - mastery, completion, competency, consistency.
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h k
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Users “invest” for future benefits. Social Capital Money Time Effort Emotional CommitmentPersonal Data
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Investments increase the likelihood
of the next pass through the Hook in TWO ways.
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1.INVESTMENTS LOAD THE NEXT TRIGGER OF THE HOOK.
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Each new message posted on
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is an open invitation for an external trigger to be returned.
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INVESTMENTS STORE VALUE, improving the product with use.2.
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CONTENT
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DATA
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FOLLOWERS
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REPUTATION
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YOUR TURN TO GET USERS TO INVEST
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❑ Review your flow. What “bit of work” are your users doing to increase the likelihood of returning? ❑ Brainstorm 3 ways to add small investments into your user experience to: •Load the Next Trigger •Store Value •Content, Data, Followers, Reputation 5 min
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h kThe$HOOK$is$an$experience$designed$to$ connect$the$user’s$problem$to$your$solu7on.$
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Each pass through the Hook helps SHAPE USER PREFERENCES AND ATTITUDES.
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h k With%enough%frequency,% A"HABIT"IS"FORMED."
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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? 3. What is the simplest behavior in anticipation of reward? 5. What “bit of work” is done to increase the likelihood of returning?
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THE MORALITY OF MANIPULATION
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Designing habit-forming products is a form of manipulation.
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Users take our technologies to bed.
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They check our devices before saying “good morning” to loved ones.
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Quite possibly, the “CIGARETTE OF THIS CENTURY.” - Ian Bogust
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What RESPONSIBILITY do we have when changing user behavior?
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THE WORLD IS FULL OF PROBLEMS TO FIX. Help others find meaning. Engage them in something important.
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Build the THE WORLD. you want to see in CHANGE
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