ProductCamp Boston May 12 2018

1. Hooking Users on Your Product
How to use Mad Science for Fun and Profit
ProductCamp Boston 2018
Phil Gross - philbo@philbo.com - @philbog

2. Phil Gross - philbo@philbo.com - @philbog
Most recent: VP of Product Management, The Nielsen Company
Prior Roles
- Visual IQ (VP Product Management, User Experience and Documentation)
- Intuit (Product Leader, Marketing and Business Operations)
- KANA Software (Product, Knowledge Management and Professional Services)
Masters Degree in Cognitive Science and Artificial Intelligence - State University of New York
About Me

3. Agenda
- Stating the Problem
- Theoretical Background - What drives User Engagement?
- Key Strategies
- Some Case Studies
- B2B and B2C Differences?
- Discussion

4. Really, this is a fundamental
question - What drives user
behavior? What causes humans to
do what they do?
What Drives User Engagement?

5. Theory and Application

6. Maslow’s Hierarchy of
Needs

7. Maslow’s Hierarchy of Needs
Diagram (modified) © CC-BY-SA-3.0
WIFI
Battery Charge

8. Empathy Mapping
Diagram © 2017 Dave Gray xplane.com
Understand what drives clients
Actively listen
Plot needs on continuum
Build chains to higher levels

9. Active
Interviewing

10. Stimulus and Response
Models of Habit Formation

11. Classical and Operant Conditioning (Pavlov, Skinner)
(C) Perey - CC-BY-SA 4.0

12. Classical Conditioning (with a twist) - Duhigg
Reward
Cue
Routine
(the habit)
Why do we have habits? They save
effort
Cue: Trigger that tells your brain to go
into an automatic loop - bypassing
your need to pay attention
Routine: The behavior or set of actions
that follow automatically
Reward: The reinforcement for the
habit, strengthening the pathway over
time
Duhigg, Charles. (2012) The power of habit

13. Changing Habits (Duhigg)
Reward
Cue
Routine
Two ways to easily create or change
habits:
- Create a new Cue:
- Toothpaste: ‘Film in mouth’
equated with dirty teeth -
totally false, but universal
cue
- Provide New Reward:
- Febreeze had no scent - no
reward to cue habit
formation

14. Hooked - Nir Eyal
Eyal, Nir. (2013) Hooked :How to build habit-forming products
Investment
Trigger
Action
Variable
Reward
▪ Trigger can be internal or
external
▫ Action probability can be
increased by:
■ ease of taking the action
■ motivation for the action
▪ Variable reward is the key to
reinforcement
▪ Investment makes the product
have a higher perceived value

15. Real World Examples

16. Some examples - where things are done well
- Email integration
- Clear next actions
- Interaction driven content
What I see is different
than what you see -
based on my interaction
with the site
Clear calls to action
drive re-engagement
with the site

17. Some examples - where things are done well
- Email integration
- Clear next actions
- Interaction driven content

18. Some examples - where things are done well
Next action doesn’t require thinking
Stopping is harder than continuing to watch

19. Discussion

20. Thank You!
Any questions?
You can find me at
▪ @philbog
▪ philbo@philbo.com
▪ http://www.linkedin.com/in/philipgross
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