Hooked: How to Build Habit-Forming Products
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
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Hooked: How to Build Habit-Forming Products
- 1. Nir Eyal! Hooked: How to Build Habit- Forming Products April 2014!
- 2. @DanielMcgaw #KISSwebinar Join us on Twi er!
- 3. @nireyal #KISSwebinar Join us on Twi er!
- 4. Nir Eyal Author @nireyal! Presenter! Nir Eyal writes, consults, and teaches about the intersection of psychology, technology, and business. Nir founded and sold two companies since 2003 and has taught the "Using Neuroscience to Influence Human Behavior" course as a lecturer at the Stanford Graduate School of Business.
- 5. WATCH THIS WEBINAR RECORDING NOW
- 9. P!A!
- 11. HEALTHTAP! REV! POCKET! BIA! LUMO! 7CUPS! EMODT! PANTRYLABS! Habitscanbeusedforgood.! REFRESH.IO!
- 18. EXTERNAL'TRIGGERS' The!informa@on!for!what!to!do!next!! is!within!the!trigger.! Billboards! SODA!
- 25. Do you know your customer s ! INTERNAL TRIGGER?!
- 32. Scroll!
- 33. Search!
- 34. Play!
- 38. ABILITY! the capacity to do a particular action!
- 43. 2009! 2010! 2011! 2012! 2014! through'the'years!
- 44. LOG IN WITH GOOGLE
- 74. Investments increase the likelihood of the next pass through the Hook in TWO ways.!
- 80. CONTENT!
- 81. DATA!
- 82. FOLLOWERS!
- 83. REPUTATION! 30!