Jamie Brooker's (We Are Human, Kahoot) talk at UX Café, March 2014.

1. “Minimum Loveable Products - Kahoot!”
UX Cafe, 5th March @ Shoreditch Works Village Hall
@jamiebrooker
jamie@wearehuman.cc

3. Behaviour Design

4. “Persuasion seems a
dirty word. It
shouldn’t be. We
should now embrace
that we’re in the
business of behaviour
change” - BJ Fogg

5. www.BehaviorModel.org
Credit: BJ Fogg
High
Motivation
Fogg Behaviour Model
B = mat
Motivation
Behaviour
Triggers
At the same time
succeed here
Act
io
Low
Motivation
motivation
ability
trigger
Triggers
n lin
e
fail here
Hard to do
Ability
Easy to do

6. Desire

7. Credit: Nir Eyal, nirandfar.com
The Hook
Investment

8. Credit: Nir Eyal, nirandfar.com
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Receive text message
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Investment
New information

10. LIKE A PLAYSTATION
FOR EDUCATION!
getkahoot.com

12. FOCUS ON
YOUR
HOOK!

13. 1ST TIME
MEANS
EVERYTHING.
PROVIDE
INSTANT
REWARDS.

14. THE REWARD,
FOR THEM.

15. THE REWARD,
FOR US.

16. 10+ YEARS WORTH OF CONTENT!

18. 1.BEHAVIOUR CHANGE
2.EMBEDDED IN LESSONS

19. DEEPER
INVESTMENTS

20. DEEPER
REWARDS

23. To be in
for a better education

24. MAKE PEOPLE
CARE THROUGH
PRODUCT
EXPERIENCE

25. MAKE PEOPLE
CARE OUTSIDE
PRODUCT
EXPERIENCE

27. Closing thoughts
• Focus on the core hook… and make that loveable!
• Encourage deeper behaviours through simple persuasion (at
first)
• Make a promise and give your users a reason to join you on
your journey
• Do as much as you can outside your product... it requires less
engineering but has huge impact!