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Hooked Model
Hooked Model
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 with Nir Eyal
Hooked: How to Build Habit-Forming Products with Nir Eyal
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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.
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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
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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
Wrike
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Products can profoundly CHANGE OUR BEHAVIORS. 100âs of millions of users and 100âs 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 customerâs 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. Thatâs the ITCH we seek to SCRATCH. There is a way to supercharge the stress of desire. Variability causes us to focus and engagement âŚand 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
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Recommended
Hooked Model
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Nir Eyal
Â
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
Â
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
Â
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
Â
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 â How to Build Habit-Forming Products - Nir Eyal
Hooked â How to Build Habit-Forming Products - Nir Eyal
Atlassian
Â
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
Â
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
Wrike
Â
Products can profoundly CHANGE OUR BEHAVIORS. 100âs of millions of users and 100âs 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 customerâs 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. Thatâs the ITCH we seek to SCRATCH. There is a way to supercharge the stress of desire. Variability causes us to focus and engagement âŚand 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
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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.
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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.
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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
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Â
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Â
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Influencing our New Reality
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Virginia Forum 2010 Do you think you could accomplish more if circumstances were different? Attend this program to discover and take away three specific approaches for enhancing your "outlook" and answering the question, "What is 'mind over matter' anyway?" Arrive prepared to laugh and be busy doing an "attitude tune-up!â Presenter: Barbara E. Williams â Managing Partner, Global Associates, Inc. Forum 2010 Event Page: http://wp.me/P4HrB-1Mk
Mind Over Matter: Choosing Your Attitude
Mind Over Matter: Choosing Your Attitude
Jon Hansen
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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
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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
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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
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Brand 2012
Brand 2012
Tab Hanutsaha
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Tools to recognize how adaptable you are (or are not) and ways to boost your adaptability
Adaptability Quotient - DevUp 2022.pdf
Adaptability Quotient - DevUp 2022.pdf
Angela Dugan
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Global Wellness Day Theme
THINKMAGENTA_BOOKLET_ENG.pdf
THINKMAGENTA_BOOKLET_ENG.pdf
ssuser6711e7
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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
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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
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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
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Mind the Product, 2018 London. This talk provides three practical tools that product leaders can use to uncover, accept, and act on what is trueâso 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
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Life Coach
Life Coach Presentation Template.pptx
Life Coach Presentation Template.pptx
PankajSatkar2
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A share by Kit Ong on how to be better creative
How asking the 'wrong' questions can make us better creative?
How asking the 'wrong' questions can make us better creative?
YRVietnam
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Designing product for optimal engagement is challenging. This talk looks at how human biology can provide us with clues as to how people relate to products and experiences. Brain chemistry, emotional decisions, evolutionary cycles and social connections all play a part in how we connect to experiences.
Sex, Drugs and The Infinite Scroll: The biology behind engaging design.
Sex, Drugs and The Infinite Scroll: The biology behind engaging design.
fresh tilled soil
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Bipolaraffectivedisorder 17-june-2016
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15 Lessons from Behavioural Economics - by @tjalve @boardofinno - Board of In...
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Roger Dooley MIMA 2013 - Neuromarketing & Web Persuasion
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Hooked Workshop
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h kHooked⨠â¨@nireyal
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Products can profoundly ⨠CHANGE OUR BEHAVIORS.
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100âs of millions of users⌠âŚand 100âs 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 productâs use.
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Images of chocolate bring both pleasure and stress to âcravers.â 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 âunprompted user engagement,â
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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$the$userâs$problem$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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â Get into groups of 2 or 3. â Describe your product or service. â
Pick one product with one user.
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â Why does your business require a habit? â What problem are users coming to solve? â
How do they currently solve the problem and why does it need a new solution?
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â What action do you want to make into a habit? â 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 userâs 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 customerâs INTERNAL TRIGGER?
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Jack Dorsey on Narratives
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IT#ALL#STARTS#WITH#A# NARRATIVE.! â(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.â! .#Jack#Dorsey#
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1952 INSTANT CAKE MIX WAS A MARKETING FAILURE. Betty Crocker assumed that customers wanted convenience but âJust add waterâ did not sell. Source: âFinding Betty Crockerâ, Susan Marks
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WHY DO WE MAKE CAKE? â¨â¨ 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 â Who is the user? â What are they doing immediately before your intended habit?
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INTERNAL TRIGGERS â Come up with 3 internal trigger hypotheses (emotions, routines, situationsâŚ) â Which internal trigger occurs most often? â
Every time _______ , the user ________.
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EXTERNAL TRIGGERS â Where and when can you insert your external triggers? â How can you be in front of the user when her internal trigger fires? â
Think of 3 ârational ideasâ and 3 âcrazy ideas.â
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HYPOTHESIS HOMEWORK â Are your assumptions correct? â Is your narrative really happening? â
âGet out of the building.â â Steve Blank â Test your biggest assumptions first and cheaply.
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Take a break âHookâ 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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âTHE ENERGY FOR ACTIONâ 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%eďŹort% 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
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Should designers MOVE MOTIVATION OR ABILITY FIRST?
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You can try to increase motivationâŚ
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âŚbut youâll 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 âscarcest resourceâ â Review your flow. Where is the action most difficult? â Which resource is lacking? â
What are 3 testable ways to make the action easier? â˘Time â˘Money â˘Physical effort â˘Brain cycles (too confusing) â˘Social deviance (outside norm) â˘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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Thatâs 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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âŚand 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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â Review your flow. Is the reward fulfilling, yet leaves the user wanting more? â Brainstorm 3 ways users search for variable reward. â˘Rewards of the Tribe - gratification from others. â˘Rewards of the Hunt - things, money or information. â˘Rewards of the Self - mastery, completion, competency, consistency.
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h k
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Users âinvestâ 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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â Review your flow. What âbit of workâ are your users doing to increase the likelihood of returning? â Brainstorm 3 ways to add small investments into your user experience to: â˘Load the Next Trigger â˘Store Value â˘Content, Data, Followers, Reputation 5 min
136.
h kThe$HOOK$is$an$experience$designed$to$ connect$the$userâs$problem$to$your$solu7on.$
137.
Each pass through the Hook helps ⨠SHAPE USER PREFERENCES AND ATTITUDES.
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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 âbit of workâ is done to increase the likelihood of returning?
140.
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 âgood morningâ to loved ones.
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Quite possibly, the ⨠âCIGARETTE OF ⨠THIS CENTURY.â⨠- Ian Bogust
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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.
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Build the THE WORLD. you want to see in CHANGE
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