The document discusses how to achieve product goals through understanding human motivations. It recommends defining business, product, and user goals as well as a product strategy. It then discusses guiding user behavior by linking actions to rewards, understanding user motivations through models like Maslow's hierarchy of needs, using game mechanics to encourage actions, considering the context constraints, and using triggers like notifications to spark motivation or improve the context for an action. The overall approach presented is to design products that motivate user behavior through psychological principles.
2. If you steal from one author,
it’s plagiarism;
if you steal from many,
it’s research.
Wilson Mizner
3. Credits
Cass Sunstein & Richard Thaler – Choice Architecture
www.sas.upenn.edu/~baron/475/choice.architecture.pdf
Abraham Maslow – Hierarchy of Needs
en.wikipedia.org/wiki/Maslow%27s_hierarchy_of_needs
B. J. Fogg – Behavior Model
www.behaviormodel.org/
4. Credits
Yu-Kai Chuo – Octalysis Framework
yukaichou.com
Ernest Adams & Joris Dormans – Game Mechanics
en.wikipedia.org/wiki/Game_mechanics
Steven Reiss – Profile of Human Needs
www.idspublishing.com/page11/
10. (Verb + Object) + Modifier
Goals are not actions
Modifiers are your competitive advantage
User Goals
11. I want to...
Get to my office fast and hassle-free
Cure my boredom in a fun way and with friends
Converse with colleagues across the organization
User Goals
14. GUIDE
YOUR USERS’
BEHAVIOR
“A nudge is any aspect of the choice architecture that alters people’s behavior
in a predictable way without forbidding any options or significantly changing
their economic incentives.”
Richard Thaler
23. Rewards
Listen to music
“I love this music!”
Like a post
“She knows I like it!”
Navigate to destination
“Only 10 minutes home!”
Purchase skin
“Now I look like Ninja!”
Read a reply
“A reply to my post!”
Open the news feed
“The Warriors won!”
25. What is motivation?
The term motivation refers to factors that activate,
direct, and sustain goal-directed behavior. Motives are
the 'whys' of behavior — the needs or wants that drive
behavior and explain what we do.
Jeffrey S. Nevid, 2013
26. Maslow’s Hierarchy of Needs
Physiological
Safety
Love & Belonging
Esteem
Self-Actualization
33. Motivations
Open the news feed
“The Warriors won!”
Accomplishment,
Meaning
Navigate to destination
“Only 10 minutes home!”
Family, Predictability
Read a reply
“A reply to my post!”
Social Contact,
Status, Influence
Purchase skin
“Now I look like Ninja!”
Collecting, Social Status
43. Progression Dynamic
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45. Actions don’t happen in a vacuum
Yammer
Read a reply
Yahoo Sports
Open the news stream
Fortnite
Purchase skins
...but I don’t have time to stop
to thoughtfully read and reply
...but I don’t have the money
spend
...but I don’t have cell signal
to look it up
46. Context = Constraints
Time Don’t have enough time Don’t have time to fill out
a form with 50 fields
Money Don’t have enough
money or don’t want to
spend it
The price for 500 gems
seems too high
Brain cycles Don’t want to think hard
or give attention to it
Article is too long and in-
depth to read at the end
of a long day
47. Context = Constraints
Social deviance Don’t want to break
social rules
Don’t want to listen to a
loud video on the bus
Non-routine Don’t have the action
ingrained as a habit
Keep forgetting that
there are deals available
Physical effort Don’t want to expend
physical energy
Too far to walk
Facility Don’t have what I need Don’t have a network
connection
48. Motivation is what gets you
started. Habit is what keeps
you going.
Jim Ryun
50. Triggers notify the user of the possibility of
performing the action. If sufficiently motivated and
in the right context, user performs the action and
receives the reward.
Triggers
51. Gets noticed by the user
Reminds the user of the action that leads to reward
Occurs when the trigger can be most useful
Successful Triggers
52. Spark – increase motivation
Facilitator – improve context
Signal – remind user of the reward
Three Kinds of Triggers
53. Spark – notification of a new reply
Facilitator – cache video clips when on WiFi
Signal – reminder to show off their new skins
Examples of Triggers