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Hooked Workshop
1.
h kHookedโจ โจ@nireyal
2.
Products can profoundly โจ CHANGE OUR BEHAVIORS.
3.
100โs of millions of usersโฆ โฆand 100โs of millions of dollars.
4.
PA TT E SN R ?
5.
I wrote this โฆ โฆ more at: NirAndFar.com
6.
Close your eyes.
7.
HOWDIDYOUFEEL?
8.
When we FEEL AN ITCH we seek to SCRATCH IT.
9.
The brain associates behaviors that โจ PROVIDE A SOLUTIONโจ to whatever problem it encounters.
10.
The SOLUTION TO โจ OUR DISCOMFORT โจ is found in the productโs use.
11.
Images of chocolate bring both pleasure and stress to โcravers.โ Source: Rodriguez et al 2005
12.
STRESS is a precondition for addiction. Source: Heilig and Koob 2007
13.
We are not designing for addiction NOT must be in graphic Do not design for addiction.
14.
A BEHAVIOR DONE WITH CONSCIOUS THOUGHT LITTLE OR NO โจ habยทit
15.
Habitscanbeusedforgood.
16.
17.
1. FREQUENCY Source: Judah, G; Gardner, B; Aunger, R; 2013
18.
2. ATTITUDE CHANGE Source: Judah, G; Gardner, B; Aunger, R; 2013
19.
Harnessing VERY GOOD HABITS can be FOR BUSINESS.
20.
Creating consumer habits drives โจ HIGHER CUSTOMER LIFETIME VALUE (CLTV).
21.
Creating consumer habits gives companies GREATER FLEXIBILITY TO INCREASE PRICES.
22.
Creating consumer habits โจ SUPERCHARGES GROWTH.
23.
Creating consumer habits INCREASES DEFENSIBILITY.
24.
However, forming new habits is HARD WORK
25.
AND EXCEPTIONALLY RARE.
26.
But if your business requires โunprompted user engagement,โ
27.
A design pattern to helpโจ FORM BETTER PRODUCT HYPOTHESES.
28.
BUILDING IS EXPENSIVE
29.
INCREASE YOUR ODDS OF SUCCESS.
30.
h kThe$HOOK$is$an$experience$designed$to$ connect$the$userโs$problem$to$your$solu7on.$
31.
h k with%enough%% FREQUENCY%% to%% FORM+A+HABIT.+
32.
NOW IT IS YOUR
TURN
33.
โ Get into groups of 2 or 3. โ Describe your product or service. โ
Pick one product with one user.
34.
โ Why does your business require a habit? โ What problem are users coming to solve? โ
How do they currently solve the problem and why does it need a new solution?
35.
โ What action do you want to make into a habit? โ How frequently do you expect users to engage?
36.
h kA"Hook"has"4"parts:"
37.
h k
38.
Triggers come in two flavors:โจ EXTERNAL & โจ INTERNAL
39.
EXTERNAL TRIGGERSโจ The information for what to do next is within the trigger. Billboards SO DA
40.
INTERNAL TRIGGERSโจ The information for what to do next is informed โจ through an association in the userโs memory.
41.
Negative emotions are POWERFUL INTERNAL TRIGGERS. lost indecisive tense fatiguedinferior bored confused fear of loss dissatisfied powerless discouraged lonesome
42.
People who are DEPRESSED CHECK EMAIL MORE OFTEN. Source: Kotikalapudi et
al 2012
43.
When we feel LONELY we use
44.
When we feel UNSURE we use
45.
When we are BORED we use
46.
Do you know
your customerโs INTERNAL TRIGGER?
47.
Jack Dorsey on Narratives
48.
IT#ALL#STARTS#WITH#A# NARRATIVE.! โ(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.โ! .#Jack#Dorsey#
49.
1952 INSTANT CAKE MIX WAS A MARKETING FAILURE. Betty Crocker assumed that customers wanted convenience but โJust add waterโ did not sell. Source: โFinding Betty Crockerโ, Susan Marks
50.
WHY DO WE MAKE CAKE? โจโจ to give and receive love from people we care about.
51.
DEPRECATED A FEATURE
52.
What triggers make so habit-forming?
53.
external triggers
54.
of losing the moment. solves the pain
55.
But is also a social network. Urgeto preserve Stressed Lonely Curious Insecurity Bored
56.
YOUR TURN TO BUILD A NARRATIVE
57.
BUILD YOUR NARRATIVE โ Who is the user? โ What are they doing immediately before your intended habit?
58.
INTERNAL TRIGGERS โ Come up with 3 internal trigger hypotheses (emotions, routines, situationsโฆ) โ Which internal trigger occurs most often? โ
Every time _______ , the user ________.
59.
EXTERNAL TRIGGERS โ Where and when can you insert your external triggers? โ How can you be in front of the user when her internal trigger fires? โ
Think of 3 โrational ideasโ and 3 โcrazy ideas.โ
60.
HYPOTHESIS HOMEWORK โ Are your assumptions correct? โ Is your narrative really happening? โ
โGet out of the building.โ โ Steve Blank โ Test your biggest assumptions first and cheaply.
61.
Take a break โHookโ by Blues Traveler
62.
h k
63.
The SIMPLEST BEHAVIOR in anticipation of a reward.
64.
Scroll
65.
Search
66.
Play
67.
According to BJ Fogg, for any behavior to occur, we need MOTIVATION, ABILITY, and a TRIGGER b=m+a+t
68.
โTHE ENERGY FOR ACTIONโ moยทtiยทvaยทtion -Edward Deci
69.
THERE ARE SIX FACTORS THAT CAN INCREASE MOTIVATION. SeekingPleasureโจ AvoidingPainโจ SeekingHopeโจ AvoidingFearโจ SeekingAcceptanceโจ AvoidingRejection Source: Dr. BJ Fogg, Stanford University
70.
Seeking HOPE
71.
Seeking PLEASURE
72.
Avoiding FEAR
73.
โจ Seeking ACCEPTANCE
74.
ABILITY the capacity to
do a particular action
75.
Time% $ Six$factors$can$increase$or$decrease$ability. % Money% Physical%e๏ฌort% Brain%cycles% Social%deviance%
Non8rou:ne% Source:%Dr.%BJ%Fogg,%Stanford%University%
76.
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
77.
Should designers MOVE MOTIVATION OR ABILITY FIRST?
78.
You can try to increase motivationโฆ
79.
โฆbut youโll often get the same results.
80.
through the years 2009 2010 2011
2012 TODAY
81.
2009 2010 2011 2012 through the years TODAY
82.
2009 2010 2011
2012 TODAY through the years
83.
YOUR TURN TO SIMPLIFY THE ACTION
84.
Users are on a path to solving a problem. Internal Trigger Product Interface Reward/Pain Alleviation
85.
users take action to alleviate pain. Internal Trigger Product Interface 1. Open App 2. Log-in (sometimes) 3.
Scroll & Read Reward/Pain Alleviation
86.
Map the path users take to scratch their itch.
87.
Find the โscarcest resourceโ โ Review your flow. Where is the action most difficult? โ Which resource is lacking? โ
What are 3 testable ways to make the action easier? โขTime โขMoney โขPhysical effort โขBrain cycles (too confusing) โขSocial deviance (outside norm) โขNon-routine (too new)
88.
h k
89.
studied by Olds & Milner. NUCLEUS It all starts with the ACCUMBENS Source: Olds and Milner, 1945
90.
The nucleus accumbens โจ is activated when โจ we crave.
91.
Olds & Milner Notexactly. stimulating pleasure? Were
92.
They were stimulating the โจ STRESS OF DESIRE.
93.
Our reward system activates โจ with anticipation Source: Knutson et al 2001
94.
โฆ and calms when โจ we get what we want. Source: Knutson et al 2001
95.
Thatโs the ITCH we seek to SCRATCH.
96.
There is a way to supercharge the stress of desire.
97.
98.
IS FASCINATING. THE UNKNOWN Variability causes us to focus and engage
99.
โฆand increases behavior.
100.
The nucleus accumbens is stimulated by variability.
101.
3 types of VARIABLE REWARDS TRIBE HUNT SELF Habit-forming tech uses 1 OR MORE
102.
TRIBE SEARCH FOR SOCIAL REWARDS
103.
partnershipempatheticjoy competition
104.
We Like social rewards.
105.
Fast variable rewards
106.
We value recognition and cooperation
107.
HUNT SEARCH FOR RESOURCES
108.
Stems from the hunt for food and resources
109.
Hunt for variable material rewards
110.
Hunt for variable material rewards
111.
Hunt โจ for variable information โจ rewards.
112.
Hunters on scroll pages.
113.
SELF SELF-ACHIEVEMENT SEARCH FOR
114.
Leveling-up reflects MASTERY and COMPETENCY.
115.
Inbox or task management reflects โจ CONSISTENCY and COMPLETION.
116.
WARNING Variable rewards are not a free pass. โจ Your product still must address the itch.
117.
Do your users feel in control? AUTONOMY IS A PRE-REQUISITE. Source: Deci and Ryan on Self-Determination Theory
118.
Beware of FINITE VARIABILITY.
119.
INFINITE VARIABILITY sustains interest longer.
120.
Build variable rewards that satiate the users itch, but leave them wanting more.
121.
YOUR TURN TO REWARD YOUR USERS
122.
โ Review your flow. Is the reward fulfilling, yet leaves the user wanting more? โ Brainstorm 3 ways users search for variable reward. โขRewards of the Tribe - gratification from others. โขRewards of the Hunt - things, money or information. โขRewards of the Self - mastery, completion, competency, consistency.
123.
h k
124.
Users โinvestโ for future benefits. Social Capital Money Time Effort Emotional CommitmentPersonal Data
125.
Investments increase the likelihood
of the next pass through the Hook in โจ TWOโจ ways.
126.
1.INVESTMENTS LOAD THE NEXT TRIGGER OF THE HOOK.
127.
Each new message posted on
128.
is an open invitation for an external trigger to be returned.
129.
INVESTMENTS STORE VALUE, โจ improving the product with use.2.
130.
CONTENT
131.
DATA
132.
FOLLOWERS
133.
REPUTATION
134.
YOUR TURN TO GET USERS TO INVEST
135.
โ Review your flow. What โbit of workโ are your users doing to increase the likelihood of returning? โ Brainstorm 3 ways to add small investments into your user experience to: โขLoad the Next Trigger โขStore Value โขContent, Data, Followers, Reputation 5 min
136.
h kThe$HOOK$is$an$experience$designed$to$ connect$the$userโs$problem$to$your$solu7on.$
137.
Each pass through the Hook helps โจ SHAPE USER PREFERENCES AND ATTITUDES.
138.
h k With%enough%frequency,% A"HABIT"IS"FORMED."
139.
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 โbit of workโ is done to increase the likelihood of returning?
140.
THE MORALITY OF MANIPULATION
141.
Designing โจ habit-forming products is a form of manipulation.
142.
Users take our technologies to bed.
143.
They check our devices before saying โgood morningโ to loved ones.
144.
Quite possibly, the โจ โCIGARETTE OF โจ THIS CENTURY.โโจ - Ian Bogust
145.
What RESPONSIBILITY do we have when changing user behavior?
146.
THE WORLD IS FULL OF PROBLEMS TO FIX. Help others find meaning. Engage them in something important.
147.
Build the THE WORLD. you want to see in CHANGE
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