SlideShare ist ein Scribd-Unternehmen logo
1 von 135
h

Hooked



@nireyal

k
Products  can  profoundly  


CHANGE  OUR  BEHAVIORS.
100’s  of  millions  of  
users…

…and  100’s  of    
millions  of  dollars.
?
NS

T
AT

P

R
E
I  wrote  this  …

…  more  at:  
NirAndFar.com
Vitamins OR
Pain Killers?
PAIN  KILLERS  address  a  
burning  need.
VITAMINS  are    
“nice  to  have.”
Vitamins OR
Pain Killers?
With  habit-­‐forming  technology

PLEASURE  SEEKING
behavior

becomes

PAIN  ALLEVIATING
behavior
What  do  we  mean  by  PAIN?  
Close  your  eyes.
HOW DID YOU FEEL?
When  we  FEEL  AN  ITCH
we  seek  to  SCRATCH  IT.
The  SOLUTION  TO  


OUR  DISCOMFORT  

is  found  in  the  product’s  use.
We  are  not  designing  for  addiction  
Do  not  design  for  addiction.
NOT  must  be  in  graphic  
hab·it

A  BEHAVIOR  DONE  WITH

LITTLE  OR  NO  

CONSCIOUS  
THOUGHT
HEALTHTAP

LUMO

POCKET
REFRESH.IO

EMODT

Habits can be used for good.
REV

7 CUPS

BIA

PANTRY LABS
1.  FREQUENCY

    Source:  Judah,  G;  Gardner,  B;  Aunger,  R;  2013
2.  ATTITUDE  CHANGE
    Source:  Judah,  G;  Gardner,  B;  Aunger,  R;  2013
Harnessing  

HABITS  
can  be  

VERY  GOOD
FOR  BUSINESS.
Creating  consumer  habits  drives  


HIGHER  CUSTOMER
LIFETIME  VALUE  (CLTV).
Creating  consumer  habits  gives  companies  

GREATER  FLEXIBILITY
TO  INCREASE  PRICES.
Creating  consumer  habits  


SUPERCHARGES
GROWTH.
Creating  consumer  habits

INCREASES  DEFENSIBILITY.
HARD  WORK

However,  forming  new  habits  is  
AND  EXCEPTIONALLY  RARE.
But  if  your  business  requires    
“unprompted  user  engagement,”
A  design  pattern  to  help

FORM  BETTER  PRODUCT  
HYPOTHESES.
BUILDING  IS
EXPENSIVE      
INCREASE  YOUR  ODDS  OF  SUCCESS.
h

k

The$HOOK$is$an$experience$designed$to$
connect$the$user’s$problem$to$your$solu7on.$
h

with%enough%%

FREQUENCY%%

to%%

FORM+A+HABIT.+

k
k

h
A"Hook"has"4"parts:"
A  -­‐  A  hook  has  4  parts:  
T   -­‐  Trigger  
A  -­‐  Action  
R   -­‐  Reward  
I -­‐  Investment
h

k
HABITS  ARE  

BUILT  UPON  

like  the  layers  of  a  
pearl.
Triggers  come  in  two  flavors:


EXTERNAL  &  

INTERNAL
EXTERNAL  TRIGGERS

The  information  for  what  to  do  next    
is  within  the  trigger.

Billboards

SO
DA
Optimizing  external  triggers  =    
Growth  Hacking
INTERNAL  TRIGGERS

The  information  for  what  to  do  next  is  informed  

through  an  association  in  the  user’s  memory.
Negative  emotions  are  POWERFUL  INTERNAL  TRIGGERS.

lonesome
indecisive powerless
tense
dissatisfied
confused inferior
fatigued
discouraged fear  of  loss
bored
lost
People  who  are  DEPRESSED  CHECK  EMAIL  MORE  OFTEN.
    Source:  Kotikalapudi  et  al  2012
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?
 external  triggers
solves  the  pain
of  losing  the  moment.
But                                                is  
also  a  social  network.

Lonely

Stressed
Curious

Urge to
preserve
Bored

Insecurity
h

k
The

SIMPLEST  ACTION
in  anticipation  of  a  reward.
Scroll
Search
Play
According  to  BJ  Fogg,  for  any  behavior  to  occur,  we  
need  MOTIVATION,  ABILITY,  and  a  TRIGGER

b=m+a+t
mo·ti·va·tion

“THE  ENERGY  FOR  ACTION”

-­‐Edward  Deci
THERE  ARE  SIX  FACTORS  
THAT  CAN  INCREASE  
MOTIVATION.

Seeking Pleasure

Avoiding Pain

Seeking Hope

Avoiding Fear

Seeking Acceptance

Avoiding Rejection
Source:  Dr.  BJ  Fogg,  Stanford  University    
Seeking  HOPE
Seeking  PLEASURE
Avoiding  FEAR


Seeking  ACCEPTANCE
ABILITY
the capacity to do
a particular action
Time%

$
Money%

Physical%effort%
%

Six$factors$can$increase$or$decrease$ability.
Brain%cycles%

Social%deviance%

Non8rou:ne%

Source:%Dr.%BJ%Fogg,%Stanford%University%
Level  of  of  motivation  and  ability  
determines  if  action  will  occur.

MOTIVATION

TRIGGER  	

SUCCEEDS

TRIGGER  	

FAILS
Fogg  Behavior  Model

ABILITY

Source:  Dr.  BJ  Fogg,  Stanford  University
Simplicity is a
function of your
scarcest resource at
that moment.
-­‐BJ  Fogg
through  the  years

2009

2010

2011

2012

2013
through  the  years

2009

2010

2011

2012

2013
through  the  years

2009

2010

2011

2012

2013
h

k
   Source:  Olds  and  Milner,  1945

It  all  starts  with  the

NUCLEUS  
ACCUMBENS
studied  by  Olds  &  Milner.
The  nucleus  accumbens  

is  activated  when  

we  crave.
Were
Olds & Milner
stimulating
pleasure?
Not exactly.
They  were  stimulating  the  

STRESS  OF  DESIRE.
Our  reward  system  activates  

with  anticipation

Source:  Knutson  et  al  2001    
…  and  calms  when  

we  get  what  we  want.

Source:  Knutson  et  al  2001
That’s  the  ITCH
we  seek  to  SCRATCH.
There  is  a  way  to  supercharge  the  stress  of  desire.
THE  UNKNOWN
IS  FASCINATING.
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

Habit-­‐forming  tech  uses  1  OR  MORE
SEARCH  FOR
SOCIAL  REWARDS
TRIBE
empathetic joy

partnership

competition
We  Like  social  rewards.
We  LOVE  our  tribes.
We  value  recognition  and  cooperation
SEARCH  FOR
RESOURCES
HUNT
Stems  from  the  hunt  for  food  and  resources
Hunt  for  variable  material  rewards
Hunt  for  variable  material  rewards
Hunt  

for  variable  
information  

rewards.
Hunters  on
scroll  pages.
SEARCH  FOR
SELF-­‐ACHIEVEMENT
SELF
Leveling-­‐up  reflects  MASTERY  and  COMPETENCY.
Inbox  or  task  management  reflects  


CONSISTENCY  and  COMPLETION.
WARNING

Variable  rewards  are  not  a  free  pass.  

Your  product  still  must  address  the  itch.
Build  variable  rewards  that  scratch  the  users  itch,  
but  leave  them  wanting  more.
h

k
Users  “invest”  for  future  benefits.
Money

Social
Capital

Personal
Data

Time

Emotional
Commitment

Effort
Investments increase the
likelihood of the next pass
through the Hook in 


TWO

ways.
1.

INVESTMENTS  
LOAD  THE  
NEXT  TRIGGER          
      OF  THE  HOOK.
Each  new  message  posted  on
is  an  open  
invitation  for  an  
external  trigger  to  
be  returned.
Loading  the  next  trigger  with  Pin  It  button  
The                                  Hook

External  Trigger:    
Facebook,  Twitter,  WOM

Interesting  objects  (Hunt)

Re-­‐pin,  follow,    
comment

Scroll

(Early  User  –  “Consumer”  )
The                                  Hook

External  Trigger:    
Emails  and  notifications  
Internal  Trigger:  
Fear  of  losing  content,  boredom

What  did  friend  post?  (Tribe)  
Interesting  objects  (Hunt)

Install  Pin  It  button,  Pin,    
Re-­‐pin,  follow,    
comment

(Experienced  User  –  “Curators”)

Log-­‐in
2.

INVESTMENTS  STORE  VALUE,  

improving  the  product  with  use.
CONTENT
DATA
FOLLOWERS
REPUTATION

30
!
INVESTMENTS!
CREATES !
PREFERENCE.
We  value  things  more  when
put  work  in  them.

3rd Party Bids

$0.05

Expert Origami

$0.27

    Source:  Ariely,  Mochon,  and  Norton,  2012

Self-made Origami

$0.23
As  we  invest,  we  seek  to  be    
consistent  with  our  past  behaviors.

Group 1
Group 2

    Source:  Freedman  &  Fraser,  1966

76%

17%
Changing  attitude  
and  perception  to  
avoid  COGNITIVE  
DISSONANCE.

    Source:  Jon  Esler,  1983
We  change  our  
preferences,  
tastes  and  
attitudes.
h

k

The$HOOK$is$an$experience$designed$to$
connect$the$user’s$problem$to$your$solu7on.$
Each  pass  through  the  Hook  helps  

SHAPE  USER  PREFERENCES  AND  ATTITUDES.
h

With%enough%frequency,%

A"HABIT"IS"FORMED."

k
A  -­‐  A  hook  has  4  parts:  
T   -­‐  Trigger  
A  -­‐  Action  
R   -­‐  Reward  
I -­‐  Investment
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?

5.  What  “bit  of  work”  is  done  
to  increase  the  likelihood  of  
returning?

3.  What  is  the  simplest  
behavior  in  anticipation  
of  reward?
THE  MORALITY
OF  MANIPULATION
Designing  

habit-­‐forming    
products  is  a  form  
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.”

-­‐  Ian  Bogust
What  
RESPONSIBILITY  
do  we  have  when  
changing  user  behavior?
THE  WORLD  IS  FULL  OF  PROBLEMS  TO  FIX.

Help  others  find  meaning.  Engage  them  in  
something  important.
Build  the  

CHANGE
you  want  to  see  in
THE  WORLD.
Read  this  …

…  more  at:  
NirAndFar.com
h

1.  Take  the  survey.  

k

www.OpinionTo.Us  
!

2.  Get  the  slides.

@nireyal  
www.nirandfar.com

Weitere ähnliche Inhalte

Was ist angesagt?

10 Insightful Quotes On Designing A Better Customer Experience
10 Insightful Quotes On Designing A Better Customer Experience10 Insightful Quotes On Designing A Better Customer Experience
10 Insightful Quotes On Designing A Better Customer ExperienceYuan Wang
 
Local Search in 2023 - Must-Know and Must-Do Tactics
Local Search in 2023 - Must-Know and Must-Do TacticsLocal Search in 2023 - Must-Know and Must-Do Tactics
Local Search in 2023 - Must-Know and Must-Do TacticsBenu Aggarwal
 
Digital Strategy Toolbox
Digital Strategy ToolboxDigital Strategy Toolbox
Digital Strategy ToolboxJulian Cole
 
60 Minute Brand Strategist: Extended and updated hard cover NOW available.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.60 Minute Brand Strategist: Extended and updated hard cover NOW available.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
 
Hooked presentation and workshop
Hooked presentation and workshopHooked presentation and workshop
Hooked presentation and workshopCharles Roels
 
What is Comms Planning?
What is Comms Planning?What is Comms Planning?
What is Comms Planning?Julian Cole
 
Entrepreneur's guide to building a memorable startup brand
Entrepreneur's guide to building a memorable startup brandEntrepreneur's guide to building a memorable startup brand
Entrepreneur's guide to building a memorable startup brandIryna Nezhynska
 
Global activation ideas
Global activation ideasGlobal activation ideas
Global activation ideasMatt Springate
 
Jobs-to-be-done, a goal-driven solution framework
Jobs-to-be-done, a goal-driven solution frameworkJobs-to-be-done, a goal-driven solution framework
Jobs-to-be-done, a goal-driven solution frameworkClément Génin
 
Value proposition design
Value proposition designValue proposition design
Value proposition designAdrian Holzer
 
Hooked on Finance - Creating habit-forming FinTech apps
Hooked on Finance - Creating habit-forming FinTech appsHooked on Finance - Creating habit-forming FinTech apps
Hooked on Finance - Creating habit-forming FinTech appsNathan Fulwood
 
NYT Product Discovery Activity Guide
NYT Product Discovery Activity GuideNYT Product Discovery Activity Guide
NYT Product Discovery Activity GuideAl Ming
 
What’s The big ideaL?
What’s The big ideaL?What’s The big ideaL?
What’s The big ideaL?Ogilvy
 
Crap. The Content Marketing Deluge.
Crap. The Content Marketing Deluge.Crap. The Content Marketing Deluge.
Crap. The Content Marketing Deluge.Velocity Partners
 
The Science of Story: How Brands Can Use Storytelling To Get More Customers
The Science of Story: How Brands Can Use Storytelling To Get More CustomersThe Science of Story: How Brands Can Use Storytelling To Get More Customers
The Science of Story: How Brands Can Use Storytelling To Get More CustomersDigital Surgeons
 
Digital Strategy Toolbox 2014
Digital Strategy Toolbox 2014Digital Strategy Toolbox 2014
Digital Strategy Toolbox 2014Julian Cole
 

Was ist angesagt? (20)

10 Insightful Quotes On Designing A Better Customer Experience
10 Insightful Quotes On Designing A Better Customer Experience10 Insightful Quotes On Designing A Better Customer Experience
10 Insightful Quotes On Designing A Better Customer Experience
 
Local Search in 2023 - Must-Know and Must-Do Tactics
Local Search in 2023 - Must-Know and Must-Do TacticsLocal Search in 2023 - Must-Know and Must-Do Tactics
Local Search in 2023 - Must-Know and Must-Do Tactics
 
Digital Strategy Toolbox
Digital Strategy ToolboxDigital Strategy Toolbox
Digital Strategy Toolbox
 
60 Minute Brand Strategist: Extended and updated hard cover NOW available.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.60 Minute Brand Strategist: Extended and updated hard cover NOW available.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.
 
Hooked presentation and workshop
Hooked presentation and workshopHooked presentation and workshop
Hooked presentation and workshop
 
What is Comms Planning?
What is Comms Planning?What is Comms Planning?
What is Comms Planning?
 
Entrepreneur's guide to building a memorable startup brand
Entrepreneur's guide to building a memorable startup brandEntrepreneur's guide to building a memorable startup brand
Entrepreneur's guide to building a memorable startup brand
 
Global activation ideas
Global activation ideasGlobal activation ideas
Global activation ideas
 
Growth Hacking
Growth HackingGrowth Hacking
Growth Hacking
 
Jobs-to-be-done, a goal-driven solution framework
Jobs-to-be-done, a goal-driven solution frameworkJobs-to-be-done, a goal-driven solution framework
Jobs-to-be-done, a goal-driven solution framework
 
Value proposition design
Value proposition designValue proposition design
Value proposition design
 
Hooked on Finance - Creating habit-forming FinTech apps
Hooked on Finance - Creating habit-forming FinTech appsHooked on Finance - Creating habit-forming FinTech apps
Hooked on Finance - Creating habit-forming FinTech apps
 
NYT Product Discovery Activity Guide
NYT Product Discovery Activity GuideNYT Product Discovery Activity Guide
NYT Product Discovery Activity Guide
 
What’s The big ideaL?
What’s The big ideaL?What’s The big ideaL?
What’s The big ideaL?
 
How Google Works
How Google WorksHow Google Works
How Google Works
 
Hooked: How to Build Habit-Forming Products
Hooked: How to Build Habit-Forming ProductsHooked: How to Build Habit-Forming Products
Hooked: How to Build Habit-Forming Products
 
Bbdo big idea_today
Bbdo big idea_todayBbdo big idea_today
Bbdo big idea_today
 
Crap. The Content Marketing Deluge.
Crap. The Content Marketing Deluge.Crap. The Content Marketing Deluge.
Crap. The Content Marketing Deluge.
 
The Science of Story: How Brands Can Use Storytelling To Get More Customers
The Science of Story: How Brands Can Use Storytelling To Get More CustomersThe Science of Story: How Brands Can Use Storytelling To Get More Customers
The Science of Story: How Brands Can Use Storytelling To Get More Customers
 
Digital Strategy Toolbox 2014
Digital Strategy Toolbox 2014Digital Strategy Toolbox 2014
Digital Strategy Toolbox 2014
 

Andere mochten auch

How to: Viral Marketing + Brand Storytelling
How to: Viral Marketing + Brand Storytelling How to: Viral Marketing + Brand Storytelling
How to: Viral Marketing + Brand Storytelling Elle Shelley
 
Using Your Growth Model to Drive Smarter High Tempo Testing
Using Your Growth Model to Drive Smarter High Tempo TestingUsing Your Growth Model to Drive Smarter High Tempo Testing
Using Your Growth Model to Drive Smarter High Tempo TestingSean Ellis
 
Understand A/B Testing in 9 use cases & 7 mistakes
Understand A/B Testing in 9 use cases & 7 mistakesUnderstand A/B Testing in 9 use cases & 7 mistakes
Understand A/B Testing in 9 use cases & 7 mistakesTheFamily
 
The Beginners Guide to Startup PR #startuppr
The Beginners Guide to Startup PR #startupprThe Beginners Guide to Startup PR #startuppr
The Beginners Guide to Startup PR #startupprOnboardly
 
Wireframes - a brief overview
Wireframes - a brief overviewWireframes - a brief overview
Wireframes - a brief overviewJenni Leder
 
Optimize Your Sales & Marketing Funnel
Optimize Your Sales & Marketing FunnelOptimize Your Sales & Marketing Funnel
Optimize Your Sales & Marketing FunnelHubSpot
 
How to Plug a Leaky Sales Funnel With Facebook Retargeting
How to Plug a Leaky Sales Funnel With Facebook RetargetingHow to Plug a Leaky Sales Funnel With Facebook Retargeting
How to Plug a Leaky Sales Funnel With Facebook RetargetingDigital Marketer
 
The Science of Marketing Automation
The Science of Marketing AutomationThe Science of Marketing Automation
The Science of Marketing AutomationHubSpot
 
User experience doesn't happen on a screen: It happens in the mind.
User experience doesn't happen on a screen: It happens in the mind.User experience doesn't happen on a screen: It happens in the mind.
User experience doesn't happen on a screen: It happens in the mind.John Whalen
 
LinkedIn Ads Platform Master Class
LinkedIn Ads Platform Master ClassLinkedIn Ads Platform Master Class
LinkedIn Ads Platform Master ClassLinkedIn
 
SQL Tutorial for Marketers
SQL Tutorial for MarketersSQL Tutorial for Marketers
SQL Tutorial for MarketersJustin Mares
 
Stop Leaving Money on the Table! Optimizing your Site for Users and Revenue
Stop Leaving Money on the Table! Optimizing your Site for Users and RevenueStop Leaving Money on the Table! Optimizing your Site for Users and Revenue
Stop Leaving Money on the Table! Optimizing your Site for Users and RevenueJosh Patrice
 
Biz Dev 101 - An Interactive Workshop on How Deals Get Done
Biz Dev 101 - An Interactive Workshop on How Deals Get DoneBiz Dev 101 - An Interactive Workshop on How Deals Get Done
Biz Dev 101 - An Interactive Workshop on How Deals Get DoneScott Pollack
 
Google Analytics Fundamentals: Set Up and Basics for Measurement
Google Analytics Fundamentals: Set Up and Basics for MeasurementGoogle Analytics Fundamentals: Set Up and Basics for Measurement
Google Analytics Fundamentals: Set Up and Basics for MeasurementOrbit Media Studios
 
A Guide to User Research (for People Who Don't Like Talking to Other People)
A Guide to User Research (for People Who Don't Like Talking to Other People)A Guide to User Research (for People Who Don't Like Talking to Other People)
A Guide to User Research (for People Who Don't Like Talking to Other People)Stephanie Wills
 
Mastering Google Adwords In 30 Minutes
Mastering Google Adwords In 30 MinutesMastering Google Adwords In 30 Minutes
Mastering Google Adwords In 30 MinutesNik Cree
 
The Essentials of Community Building by Mack Fogelson
The Essentials of Community Building by Mack FogelsonThe Essentials of Community Building by Mack Fogelson
The Essentials of Community Building by Mack FogelsonMackenzie Fogelson
 

Andere mochten auch (20)

How to: Viral Marketing + Brand Storytelling
How to: Viral Marketing + Brand Storytelling How to: Viral Marketing + Brand Storytelling
How to: Viral Marketing + Brand Storytelling
 
Using Your Growth Model to Drive Smarter High Tempo Testing
Using Your Growth Model to Drive Smarter High Tempo TestingUsing Your Growth Model to Drive Smarter High Tempo Testing
Using Your Growth Model to Drive Smarter High Tempo Testing
 
Understand A/B Testing in 9 use cases & 7 mistakes
Understand A/B Testing in 9 use cases & 7 mistakesUnderstand A/B Testing in 9 use cases & 7 mistakes
Understand A/B Testing in 9 use cases & 7 mistakes
 
The Beginners Guide to Startup PR #startuppr
The Beginners Guide to Startup PR #startupprThe Beginners Guide to Startup PR #startuppr
The Beginners Guide to Startup PR #startuppr
 
Wireframes - a brief overview
Wireframes - a brief overviewWireframes - a brief overview
Wireframes - a brief overview
 
Intro to Facebook Ads
Intro to Facebook AdsIntro to Facebook Ads
Intro to Facebook Ads
 
Optimize Your Sales & Marketing Funnel
Optimize Your Sales & Marketing FunnelOptimize Your Sales & Marketing Funnel
Optimize Your Sales & Marketing Funnel
 
How to Plug a Leaky Sales Funnel With Facebook Retargeting
How to Plug a Leaky Sales Funnel With Facebook RetargetingHow to Plug a Leaky Sales Funnel With Facebook Retargeting
How to Plug a Leaky Sales Funnel With Facebook Retargeting
 
The Science of Marketing Automation
The Science of Marketing AutomationThe Science of Marketing Automation
The Science of Marketing Automation
 
User experience doesn't happen on a screen: It happens in the mind.
User experience doesn't happen on a screen: It happens in the mind.User experience doesn't happen on a screen: It happens in the mind.
User experience doesn't happen on a screen: It happens in the mind.
 
LinkedIn Ads Platform Master Class
LinkedIn Ads Platform Master ClassLinkedIn Ads Platform Master Class
LinkedIn Ads Platform Master Class
 
SQL Tutorial for Marketers
SQL Tutorial for MarketersSQL Tutorial for Marketers
SQL Tutorial for Marketers
 
HTML & CSS Masterclass
HTML & CSS MasterclassHTML & CSS Masterclass
HTML & CSS Masterclass
 
Stop Leaving Money on the Table! Optimizing your Site for Users and Revenue
Stop Leaving Money on the Table! Optimizing your Site for Users and RevenueStop Leaving Money on the Table! Optimizing your Site for Users and Revenue
Stop Leaving Money on the Table! Optimizing your Site for Users and Revenue
 
Biz Dev 101 - An Interactive Workshop on How Deals Get Done
Biz Dev 101 - An Interactive Workshop on How Deals Get DoneBiz Dev 101 - An Interactive Workshop on How Deals Get Done
Biz Dev 101 - An Interactive Workshop on How Deals Get Done
 
Google Analytics Fundamentals: Set Up and Basics for Measurement
Google Analytics Fundamentals: Set Up and Basics for MeasurementGoogle Analytics Fundamentals: Set Up and Basics for Measurement
Google Analytics Fundamentals: Set Up and Basics for Measurement
 
Intro to Mixpanel
Intro to MixpanelIntro to Mixpanel
Intro to Mixpanel
 
A Guide to User Research (for People Who Don't Like Talking to Other People)
A Guide to User Research (for People Who Don't Like Talking to Other People)A Guide to User Research (for People Who Don't Like Talking to Other People)
A Guide to User Research (for People Who Don't Like Talking to Other People)
 
Mastering Google Adwords In 30 Minutes
Mastering Google Adwords In 30 MinutesMastering Google Adwords In 30 Minutes
Mastering Google Adwords In 30 Minutes
 
The Essentials of Community Building by Mack Fogelson
The Essentials of Community Building by Mack FogelsonThe Essentials of Community Building by Mack Fogelson
The Essentials of Community Building by Mack Fogelson
 

Ähnlich wie Here are a few key points about the morality of designing habit-forming products:- While habit-forming design aims to increase engagement and usage, it also risks negatively impacting users' autonomy, well-being, and ability to self-regulate. - Developers have an ethical responsibility to consider users' long-term interests, not just short-term engagement. Features that form compulsive habits could be psychologically harmful for some.- Manipulation through asymmetric information (e.g. variable rewards without transparency) undermines informed consent. Users should understand how products are designed to shape their behavior.- However, habit-forming design is not inherently unethical if used to promote positive behaviors and help users

Nir Eyal, Designing for Habit-Formation, WarmGun 2013
Nir Eyal, Designing for Habit-Formation, WarmGun 2013Nir Eyal, Designing for Habit-Formation, WarmGun 2013
Nir Eyal, Designing for Habit-Formation, WarmGun 2013500 Startups
 
Stop Guessing, Start Knowing: Hooked: How to Build Habit Forming Products
Stop Guessing, Start Knowing: Hooked: How to Build Habit Forming Products Stop Guessing, Start Knowing: Hooked: How to Build Habit Forming Products
Stop Guessing, Start Knowing: Hooked: How to Build Habit Forming Products Hannah Flynn
 
Hooked: How to Build Habit-Forming Products
Hooked: How to Build Habit-Forming ProductsHooked: How to Build Habit-Forming Products
Hooked: How to Build Habit-Forming ProductsAggregage
 
Nir Eyal: Building habit forming products - (Webdagene 2014)
Nir Eyal: Building habit forming products - (Webdagene 2014)Nir Eyal: Building habit forming products - (Webdagene 2014)
Nir Eyal: Building habit forming products - (Webdagene 2014)webdagene
 
Conversion Hotel 2018 Keynote: Nir Eyal
Conversion Hotel 2018 Keynote: Nir EyalConversion Hotel 2018 Keynote: Nir Eyal
Conversion Hotel 2018 Keynote: Nir EyalWebanalisten .nl
 
Test & Learn: Hooked - How to Build Habit Forming Products
Test & Learn: Hooked - How to Build Habit Forming Products Test & Learn: Hooked - How to Build Habit Forming Products
Test & Learn: Hooked - How to Build Habit Forming Products Optimizely
 
What Makes You DO Stuff? - The Psychology of Motivation (Nebraska.Code 2016)
What Makes You DO Stuff? - The Psychology of Motivation (Nebraska.Code 2016)What Makes You DO Stuff? - The Psychology of Motivation (Nebraska.Code 2016)
What Makes You DO Stuff? - The Psychology of Motivation (Nebraska.Code 2016)Arthur Doler
 
The Future of Surveys Smartees Breakfast
The Future of Surveys Smartees BreakfastThe Future of Surveys Smartees Breakfast
The Future of Surveys Smartees BreakfastInSites on Stage
 
Happy to Help by Merci Victoria Grace, Partner, Lightspeed Venture Partners
Happy to Help by Merci Victoria Grace, Partner, Lightspeed Venture PartnersHappy to Help by Merci Victoria Grace, Partner, Lightspeed Venture Partners
Happy to Help by Merci Victoria Grace, Partner, Lightspeed Venture PartnersAmplitude
 
Creative Consumers - Adding Inspiration to Innovation
Creative Consumers - Adding Inspiration to InnovationCreative Consumers - Adding Inspiration to Innovation
Creative Consumers - Adding Inspiration to Innovationfred325i
 
Presence - The key to achieving wellbeing, is knowing (start up concept idea)
Presence -  The key to achieving wellbeing, is knowing (start up concept idea)Presence -  The key to achieving wellbeing, is knowing (start up concept idea)
Presence - The key to achieving wellbeing, is knowing (start up concept idea)Franki Chamaki
 
Video story telling to fuel your cause
Video story telling to fuel your causeVideo story telling to fuel your cause
Video story telling to fuel your causeken fisher
 
How asking the 'wrong' questions can make us better creative?
How asking the 'wrong' questions can make us better creative?How asking the 'wrong' questions can make us better creative?
How asking the 'wrong' questions can make us better creative?YRVietnam
 
Strategic Planning & the Importance of Consumer insights
Strategic Planning & the Importance of Consumer insightsStrategic Planning & the Importance of Consumer insights
Strategic Planning & the Importance of Consumer insightsKaren Saba
 
Hooked how to create habit-forming products
Hooked   how to create habit-forming productsHooked   how to create habit-forming products
Hooked how to create habit-forming productsAhmed Badran
 
Hooked how to create habit-forming products
Hooked how to create habit-forming productsHooked how to create habit-forming products
Hooked how to create habit-forming productsAhmed Badran
 
Spot opportunities for strategy
Spot opportunities for strategySpot opportunities for strategy
Spot opportunities for strategyAnna Witteman
 
Hack the Mind: Using Psychology to Boost Your Fundraising
Hack the Mind: Using Psychology to Boost Your FundraisingHack the Mind: Using Psychology to Boost Your Fundraising
Hack the Mind: Using Psychology to Boost Your FundraisingBloomerang
 

Ähnlich wie Here are a few key points about the morality of designing habit-forming products:- While habit-forming design aims to increase engagement and usage, it also risks negatively impacting users' autonomy, well-being, and ability to self-regulate. - Developers have an ethical responsibility to consider users' long-term interests, not just short-term engagement. Features that form compulsive habits could be psychologically harmful for some.- Manipulation through asymmetric information (e.g. variable rewards without transparency) undermines informed consent. Users should understand how products are designed to shape their behavior.- However, habit-forming design is not inherently unethical if used to promote positive behaviors and help users (20)

Nir Eyal, Designing for Habit-Formation, WarmGun 2013
Nir Eyal, Designing for Habit-Formation, WarmGun 2013Nir Eyal, Designing for Habit-Formation, WarmGun 2013
Nir Eyal, Designing for Habit-Formation, WarmGun 2013
 
Stop Guessing, Start Knowing: Hooked: How to Build Habit Forming Products
Stop Guessing, Start Knowing: Hooked: How to Build Habit Forming Products Stop Guessing, Start Knowing: Hooked: How to Build Habit Forming Products
Stop Guessing, Start Knowing: Hooked: How to Build Habit Forming Products
 
Hooked: How to Build Habit-Forming Products
Hooked: How to Build Habit-Forming ProductsHooked: How to Build Habit-Forming Products
Hooked: How to Build Habit-Forming Products
 
Nir Eyal: Building habit forming products - (Webdagene 2014)
Nir Eyal: Building habit forming products - (Webdagene 2014)Nir Eyal: Building habit forming products - (Webdagene 2014)
Nir Eyal: Building habit forming products - (Webdagene 2014)
 
STIMA Congress 2015 Nir Eyal: Hooked
STIMA Congress 2015 Nir Eyal: HookedSTIMA Congress 2015 Nir Eyal: Hooked
STIMA Congress 2015 Nir Eyal: Hooked
 
Conversion Hotel 2018 Keynote: Nir Eyal
Conversion Hotel 2018 Keynote: Nir EyalConversion Hotel 2018 Keynote: Nir Eyal
Conversion Hotel 2018 Keynote: Nir Eyal
 
Test & Learn: Hooked - How to Build Habit Forming Products
Test & Learn: Hooked - How to Build Habit Forming Products Test & Learn: Hooked - How to Build Habit Forming Products
Test & Learn: Hooked - How to Build Habit Forming Products
 
What Makes You DO Stuff? - The Psychology of Motivation (Nebraska.Code 2016)
What Makes You DO Stuff? - The Psychology of Motivation (Nebraska.Code 2016)What Makes You DO Stuff? - The Psychology of Motivation (Nebraska.Code 2016)
What Makes You DO Stuff? - The Psychology of Motivation (Nebraska.Code 2016)
 
The Future of Surveys Smartees Breakfast
The Future of Surveys Smartees BreakfastThe Future of Surveys Smartees Breakfast
The Future of Surveys Smartees Breakfast
 
Happy to Help by Merci Victoria Grace, Partner, Lightspeed Venture Partners
Happy to Help by Merci Victoria Grace, Partner, Lightspeed Venture PartnersHappy to Help by Merci Victoria Grace, Partner, Lightspeed Venture Partners
Happy to Help by Merci Victoria Grace, Partner, Lightspeed Venture Partners
 
Creative Consumers - Adding Inspiration to Innovation
Creative Consumers - Adding Inspiration to InnovationCreative Consumers - Adding Inspiration to Innovation
Creative Consumers - Adding Inspiration to Innovation
 
SMCFW - SXSW Downloaded
SMCFW - SXSW DownloadedSMCFW - SXSW Downloaded
SMCFW - SXSW Downloaded
 
Presence - The key to achieving wellbeing, is knowing (start up concept idea)
Presence -  The key to achieving wellbeing, is knowing (start up concept idea)Presence -  The key to achieving wellbeing, is knowing (start up concept idea)
Presence - The key to achieving wellbeing, is knowing (start up concept idea)
 
Video story telling to fuel your cause
Video story telling to fuel your causeVideo story telling to fuel your cause
Video story telling to fuel your cause
 
How asking the 'wrong' questions can make us better creative?
How asking the 'wrong' questions can make us better creative?How asking the 'wrong' questions can make us better creative?
How asking the 'wrong' questions can make us better creative?
 
Strategic Planning & the Importance of Consumer insights
Strategic Planning & the Importance of Consumer insightsStrategic Planning & the Importance of Consumer insights
Strategic Planning & the Importance of Consumer insights
 
Hooked how to create habit-forming products
Hooked   how to create habit-forming productsHooked   how to create habit-forming products
Hooked how to create habit-forming products
 
Hooked how to create habit-forming products
Hooked how to create habit-forming productsHooked how to create habit-forming products
Hooked how to create habit-forming products
 
Spot opportunities for strategy
Spot opportunities for strategySpot opportunities for strategy
Spot opportunities for strategy
 
Hack the Mind: Using Psychology to Boost Your Fundraising
Hack the Mind: Using Psychology to Boost Your FundraisingHack the Mind: Using Psychology to Boost Your Fundraising
Hack the Mind: Using Psychology to Boost Your Fundraising
 

Mehr von Nir Eyal

Indistractable - How to Master the Skill of the Century
Indistractable - How to Master the Skill of the CenturyIndistractable - How to Master the Skill of the Century
Indistractable - How to Master the Skill of the CenturyNir Eyal
 
Slaying the Messaging Monster
Slaying the Messaging MonsterSlaying the Messaging Monster
Slaying the Messaging MonsterNir Eyal
 
Why People Check Their Tech at the Wrong Times (and the Simple Trick to Stop It)
Why People Check Their Tech at the Wrong Times (and the Simple Trick to Stop It)Why People Check Their Tech at the Wrong Times (and the Simple Trick to Stop It)
Why People Check Their Tech at the Wrong Times (and the Simple Trick to Stop It)Nir Eyal
 
Who's Really Addicting You to Technology?
Who's Really Addicting You to Technology?Who's Really Addicting You to Technology?
Who's Really Addicting You to Technology?Nir Eyal
 
Happiness Hack - This One Ritual Made Me Much Happier
Happiness Hack - This One Ritual Made Me Much HappierHappiness Hack - This One Ritual Made Me Much Happier
Happiness Hack - This One Ritual Made Me Much HappierNir Eyal
 
4 Ways to Win Your Competitor's Customer Habits
4 Ways to Win Your Competitor's Customer Habits4 Ways to Win Your Competitor's Customer Habits
4 Ways to Win Your Competitor's Customer HabitsNir Eyal
 
Making a Marketplace: A Checklist for Online Disruption
Making a Marketplace: A Checklist for Online DisruptionMaking a Marketplace: A Checklist for Online Disruption
Making a Marketplace: A Checklist for Online DisruptionNir Eyal
 

Mehr von Nir Eyal (7)

Indistractable - How to Master the Skill of the Century
Indistractable - How to Master the Skill of the CenturyIndistractable - How to Master the Skill of the Century
Indistractable - How to Master the Skill of the Century
 
Slaying the Messaging Monster
Slaying the Messaging MonsterSlaying the Messaging Monster
Slaying the Messaging Monster
 
Why People Check Their Tech at the Wrong Times (and the Simple Trick to Stop It)
Why People Check Their Tech at the Wrong Times (and the Simple Trick to Stop It)Why People Check Their Tech at the Wrong Times (and the Simple Trick to Stop It)
Why People Check Their Tech at the Wrong Times (and the Simple Trick to Stop It)
 
Who's Really Addicting You to Technology?
Who's Really Addicting You to Technology?Who's Really Addicting You to Technology?
Who's Really Addicting You to Technology?
 
Happiness Hack - This One Ritual Made Me Much Happier
Happiness Hack - This One Ritual Made Me Much HappierHappiness Hack - This One Ritual Made Me Much Happier
Happiness Hack - This One Ritual Made Me Much Happier
 
4 Ways to Win Your Competitor's Customer Habits
4 Ways to Win Your Competitor's Customer Habits4 Ways to Win Your Competitor's Customer Habits
4 Ways to Win Your Competitor's Customer Habits
 
Making a Marketplace: A Checklist for Online Disruption
Making a Marketplace: A Checklist for Online DisruptionMaking a Marketplace: A Checklist for Online Disruption
Making a Marketplace: A Checklist for Online Disruption
 

Kürzlich hochgeladen

8447779800, Low rate Call girls in Kotla Mubarakpur Delhi NCR
8447779800, Low rate Call girls in Kotla Mubarakpur Delhi NCR8447779800, Low rate Call girls in Kotla Mubarakpur Delhi NCR
8447779800, Low rate Call girls in Kotla Mubarakpur Delhi NCRashishs7044
 
8447779800, Low rate Call girls in Uttam Nagar Delhi NCR
8447779800, Low rate Call girls in Uttam Nagar Delhi NCR8447779800, Low rate Call girls in Uttam Nagar Delhi NCR
8447779800, Low rate Call girls in Uttam Nagar Delhi NCRashishs7044
 
1911 Gold Corporate Presentation Apr 2024.pdf
1911 Gold Corporate Presentation Apr 2024.pdf1911 Gold Corporate Presentation Apr 2024.pdf
1911 Gold Corporate Presentation Apr 2024.pdfShaun Heinrichs
 
8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR
8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR
8447779800, Low rate Call girls in New Ashok Nagar Delhi NCRashishs7044
 
Church Building Grants To Assist With New Construction, Additions, And Restor...
Church Building Grants To Assist With New Construction, Additions, And Restor...Church Building Grants To Assist With New Construction, Additions, And Restor...
Church Building Grants To Assist With New Construction, Additions, And Restor...Americas Got Grants
 
8447779800, Low rate Call girls in Shivaji Enclave Delhi NCR
8447779800, Low rate Call girls in Shivaji Enclave Delhi NCR8447779800, Low rate Call girls in Shivaji Enclave Delhi NCR
8447779800, Low rate Call girls in Shivaji Enclave Delhi NCRashishs7044
 
Organizational Structure Running A Successful Business
Organizational Structure Running A Successful BusinessOrganizational Structure Running A Successful Business
Organizational Structure Running A Successful BusinessSeta Wicaksana
 
FULL ENJOY Call girls in Paharganj Delhi | 8377087607
FULL ENJOY Call girls in Paharganj Delhi | 8377087607FULL ENJOY Call girls in Paharganj Delhi | 8377087607
FULL ENJOY Call girls in Paharganj Delhi | 8377087607dollysharma2066
 
Appkodes Tinder Clone Script with Customisable Solutions.pptx
Appkodes Tinder Clone Script with Customisable Solutions.pptxAppkodes Tinder Clone Script with Customisable Solutions.pptx
Appkodes Tinder Clone Script with Customisable Solutions.pptxappkodes
 
The-Ethical-issues-ghhhhhhhhjof-Byjus.pptx
The-Ethical-issues-ghhhhhhhhjof-Byjus.pptxThe-Ethical-issues-ghhhhhhhhjof-Byjus.pptx
The-Ethical-issues-ghhhhhhhhjof-Byjus.pptxmbikashkanyari
 
Call Us 📲8800102216📞 Call Girls In DLF City Gurgaon
Call Us 📲8800102216📞 Call Girls In DLF City GurgaonCall Us 📲8800102216📞 Call Girls In DLF City Gurgaon
Call Us 📲8800102216📞 Call Girls In DLF City Gurgaoncallgirls2057
 
Kenya Coconut Production Presentation by Dr. Lalith Perera
Kenya Coconut Production Presentation by Dr. Lalith PereraKenya Coconut Production Presentation by Dr. Lalith Perera
Kenya Coconut Production Presentation by Dr. Lalith Pereraictsugar
 
PSCC - Capability Statement Presentation
PSCC - Capability Statement PresentationPSCC - Capability Statement Presentation
PSCC - Capability Statement PresentationAnamaria Contreras
 
Independent Call Girls Andheri Nightlaila 9967584737
Independent Call Girls Andheri Nightlaila 9967584737Independent Call Girls Andheri Nightlaila 9967584737
Independent Call Girls Andheri Nightlaila 9967584737Riya Pathan
 
PB Project 1: Exploring Your Personal Brand
PB Project 1: Exploring Your Personal BrandPB Project 1: Exploring Your Personal Brand
PB Project 1: Exploring Your Personal BrandSharisaBethune
 
8447779800, Low rate Call girls in Tughlakabad Delhi NCR
8447779800, Low rate Call girls in Tughlakabad Delhi NCR8447779800, Low rate Call girls in Tughlakabad Delhi NCR
8447779800, Low rate Call girls in Tughlakabad Delhi NCRashishs7044
 
Buy gmail accounts.pdf Buy Old Gmail Accounts
Buy gmail accounts.pdf Buy Old Gmail AccountsBuy gmail accounts.pdf Buy Old Gmail Accounts
Buy gmail accounts.pdf Buy Old Gmail AccountsBuy Verified Accounts
 

Kürzlich hochgeladen (20)

8447779800, Low rate Call girls in Kotla Mubarakpur Delhi NCR
8447779800, Low rate Call girls in Kotla Mubarakpur Delhi NCR8447779800, Low rate Call girls in Kotla Mubarakpur Delhi NCR
8447779800, Low rate Call girls in Kotla Mubarakpur Delhi NCR
 
No-1 Call Girls In Goa 93193 VIP 73153 Escort service In North Goa Panaji, Ca...
No-1 Call Girls In Goa 93193 VIP 73153 Escort service In North Goa Panaji, Ca...No-1 Call Girls In Goa 93193 VIP 73153 Escort service In North Goa Panaji, Ca...
No-1 Call Girls In Goa 93193 VIP 73153 Escort service In North Goa Panaji, Ca...
 
8447779800, Low rate Call girls in Uttam Nagar Delhi NCR
8447779800, Low rate Call girls in Uttam Nagar Delhi NCR8447779800, Low rate Call girls in Uttam Nagar Delhi NCR
8447779800, Low rate Call girls in Uttam Nagar Delhi NCR
 
1911 Gold Corporate Presentation Apr 2024.pdf
1911 Gold Corporate Presentation Apr 2024.pdf1911 Gold Corporate Presentation Apr 2024.pdf
1911 Gold Corporate Presentation Apr 2024.pdf
 
8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR
8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR
8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR
 
Church Building Grants To Assist With New Construction, Additions, And Restor...
Church Building Grants To Assist With New Construction, Additions, And Restor...Church Building Grants To Assist With New Construction, Additions, And Restor...
Church Building Grants To Assist With New Construction, Additions, And Restor...
 
8447779800, Low rate Call girls in Shivaji Enclave Delhi NCR
8447779800, Low rate Call girls in Shivaji Enclave Delhi NCR8447779800, Low rate Call girls in Shivaji Enclave Delhi NCR
8447779800, Low rate Call girls in Shivaji Enclave Delhi NCR
 
Organizational Structure Running A Successful Business
Organizational Structure Running A Successful BusinessOrganizational Structure Running A Successful Business
Organizational Structure Running A Successful Business
 
FULL ENJOY Call girls in Paharganj Delhi | 8377087607
FULL ENJOY Call girls in Paharganj Delhi | 8377087607FULL ENJOY Call girls in Paharganj Delhi | 8377087607
FULL ENJOY Call girls in Paharganj Delhi | 8377087607
 
Appkodes Tinder Clone Script with Customisable Solutions.pptx
Appkodes Tinder Clone Script with Customisable Solutions.pptxAppkodes Tinder Clone Script with Customisable Solutions.pptx
Appkodes Tinder Clone Script with Customisable Solutions.pptx
 
The-Ethical-issues-ghhhhhhhhjof-Byjus.pptx
The-Ethical-issues-ghhhhhhhhjof-Byjus.pptxThe-Ethical-issues-ghhhhhhhhjof-Byjus.pptx
The-Ethical-issues-ghhhhhhhhjof-Byjus.pptx
 
Call Us 📲8800102216📞 Call Girls In DLF City Gurgaon
Call Us 📲8800102216📞 Call Girls In DLF City GurgaonCall Us 📲8800102216📞 Call Girls In DLF City Gurgaon
Call Us 📲8800102216📞 Call Girls In DLF City Gurgaon
 
Kenya Coconut Production Presentation by Dr. Lalith Perera
Kenya Coconut Production Presentation by Dr. Lalith PereraKenya Coconut Production Presentation by Dr. Lalith Perera
Kenya Coconut Production Presentation by Dr. Lalith Perera
 
PSCC - Capability Statement Presentation
PSCC - Capability Statement PresentationPSCC - Capability Statement Presentation
PSCC - Capability Statement Presentation
 
Enjoy ➥8448380779▻ Call Girls In Sector 18 Noida Escorts Delhi NCR
Enjoy ➥8448380779▻ Call Girls In Sector 18 Noida Escorts Delhi NCREnjoy ➥8448380779▻ Call Girls In Sector 18 Noida Escorts Delhi NCR
Enjoy ➥8448380779▻ Call Girls In Sector 18 Noida Escorts Delhi NCR
 
Independent Call Girls Andheri Nightlaila 9967584737
Independent Call Girls Andheri Nightlaila 9967584737Independent Call Girls Andheri Nightlaila 9967584737
Independent Call Girls Andheri Nightlaila 9967584737
 
PB Project 1: Exploring Your Personal Brand
PB Project 1: Exploring Your Personal BrandPB Project 1: Exploring Your Personal Brand
PB Project 1: Exploring Your Personal Brand
 
Call Us ➥9319373153▻Call Girls In North Goa
Call Us ➥9319373153▻Call Girls In North GoaCall Us ➥9319373153▻Call Girls In North Goa
Call Us ➥9319373153▻Call Girls In North Goa
 
8447779800, Low rate Call girls in Tughlakabad Delhi NCR
8447779800, Low rate Call girls in Tughlakabad Delhi NCR8447779800, Low rate Call girls in Tughlakabad Delhi NCR
8447779800, Low rate Call girls in Tughlakabad Delhi NCR
 
Buy gmail accounts.pdf Buy Old Gmail Accounts
Buy gmail accounts.pdf Buy Old Gmail AccountsBuy gmail accounts.pdf Buy Old Gmail Accounts
Buy gmail accounts.pdf Buy Old Gmail Accounts
 

Here are a few key points about the morality of designing habit-forming products:- While habit-forming design aims to increase engagement and usage, it also risks negatively impacting users' autonomy, well-being, and ability to self-regulate. - Developers have an ethical responsibility to consider users' long-term interests, not just short-term engagement. Features that form compulsive habits could be psychologically harmful for some.- Manipulation through asymmetric information (e.g. variable rewards without transparency) undermines informed consent. Users should understand how products are designed to shape their behavior.- However, habit-forming design is not inherently unethical if used to promote positive behaviors and help users