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Hooked Model
Hooked Model
Nir Eyal
First given at FinTech 2015 in Edinburgh, I looked at how to apply Nir Eyal's 'Hooked' to creating FinTech products.
Hooked on Finance - Creating habit-forming FinTech apps
Hooked on Finance - Creating habit-forming FinTech apps
Nathan Fulwood
Hooked - How to build habit forming products, a talk about the book
Hooked - How to build habit forming products
Hooked - How to build habit forming products
PiXeL16
What makes some products so engaging while others flop? Nir Eyal explains the psychology behind the world's most habit-forming technologies and provides practical advice for increasing user engagement.
Hooked: How to Build Habit-Forming Products with Nir Eyal
Hooked: How to Build Habit-Forming Products with Nir Eyal
Nir Eyal
In an age of ever-increasing distractions, quickly creating customer habits is an important characteristic of successful products. In this talk, Nir Eyal shares his approach for product design thinking in a collaborative world.
Hooked – How to Build Habit-Forming Products - Nir Eyal
Hooked – How to Build Habit-Forming Products - Nir Eyal
Atlassian
Presentation and workshop around the Hooked model, based on Nir Eyal and BJ Fogg's work to whom I owe all the credit.
Hooked presentation and workshop
Hooked presentation and workshop
Charles Roels
https://www.wrike.com/blog/interview-with-nir-eyal-hooked/ - Engaging products don't happen by mistake. We interviewed Nir Eyal, author of Hooked: How To Build Habit-Forming Products. His background in advertising and gaming has led him to write about consumer psychology principles that change customers' behavior. He explains how to create engaging products using the Hook model.
How to Hook Customers with Habit-forming Products
How to Hook Customers with Habit-forming Products
Wrike
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
Hooked: How to Build Habit-Forming Products
Hooked: How to Build Habit-Forming Products
Kissmetrics on SlideShare
Empfohlen
Hooked Model
Hooked Model
Nir Eyal
First given at FinTech 2015 in Edinburgh, I looked at how to apply Nir Eyal's 'Hooked' to creating FinTech products.
Hooked on Finance - Creating habit-forming FinTech apps
Hooked on Finance - Creating habit-forming FinTech apps
Nathan Fulwood
Hooked - How to build habit forming products, a talk about the book
Hooked - How to build habit forming products
Hooked - How to build habit forming products
PiXeL16
What makes some products so engaging while others flop? Nir Eyal explains the psychology behind the world's most habit-forming technologies and provides practical advice for increasing user engagement.
Hooked: How to Build Habit-Forming Products with Nir Eyal
Hooked: How to Build Habit-Forming Products with Nir Eyal
Nir Eyal
In an age of ever-increasing distractions, quickly creating customer habits is an important characteristic of successful products. In this talk, Nir Eyal shares his approach for product design thinking in a collaborative world.
Hooked – How to Build Habit-Forming Products - Nir Eyal
Hooked – How to Build Habit-Forming Products - Nir Eyal
Atlassian
Presentation and workshop around the Hooked model, based on Nir Eyal and BJ Fogg's work to whom I owe all the credit.
Hooked presentation and workshop
Hooked presentation and workshop
Charles Roels
https://www.wrike.com/blog/interview-with-nir-eyal-hooked/ - Engaging products don't happen by mistake. We interviewed Nir Eyal, author of Hooked: How To Build Habit-Forming Products. His background in advertising and gaming has led him to write about consumer psychology principles that change customers' behavior. He explains how to create engaging products using the Hook model.
How to Hook Customers with Habit-forming Products
How to Hook Customers with Habit-forming Products
Wrike
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
Hooked: How to Build Habit-Forming Products
Hooked: How to Build Habit-Forming Products
Kissmetrics on SlideShare
Nir Eyal, bestselling author of Hooked: How to Build Habit-Forming Products, wrote the book on the secret psychology of technology. However, in this talk, Nir provides the antidote to the current distraction crisis. Nir shares the findings of his five years of research into how to master what he calls, "the skill of the century," the power to be "Indistractable." Nir's entertaining, research-backed talk, provides practical advice and memorable strategies for managing distraction in business and life.
Indistractable - How to Master the Skill of the Century
Indistractable - How to Master the Skill of the Century
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Examples of the Hook Model in enterprise applications. See Nir Eyal's book "Hooked: How to Build Habit-Forming Products" for more, see: NirAndFar.com/GetHooked Blogging at: NirAndFar.com Twitter: @nireyal
Enterprise Habit-Forming Products
Enterprise Habit-Forming Products
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On November 13, 2012, Bill Gurley, a partner at Benchmark Capital, posted a remarkable essay on his blog. In it, he described the, “10 factors to consider when evaluating digital marketplaces.” Given the tremendous value marketplaces are known to create and how hard they are to get right, we found this essay to be a goldmine of insight. We wanted to digest Bill’s post into a more memorable format. The result is this brief checklist we hope will help take some of the luck out of evaluating marketplace businesses. As Bill wrote, “It is unlikely that you will find a marketplace opportunity that would score ten out of ten with respect to this list.” But according to Bill, the odds of success improve the more of these characteristics the business exhibits. Read Bill Gurley’s original post here: http://goo.gl/xoAUw - Nir (nirandfar.com) and Sangeet (platformed.info)
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Making a Marketplace: A Checklist for Online Disruption
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In an age of ever-increasing distractions, quickly creating customer habits is an important characteristic of successful products. How do companies create products people use every day? What are the secrets of building services customers love? How can we create products compelling enough to "hook" users? Nir Eyal, the bestselling author of "Hooked: How to Build Habit-Forming Products", has constructed a framework for designing better products and will share his years of research in this practical workshop. This webinar gives product managers, designers, and marketers a new way of thinking of the necessary components of changing user behavior by studying how the world's most engaging products keep users coming back again and again.
Test & Learn: Hooked - How to Build Habit Forming Products
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Slaying the Messaging Monster
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Today we all live and work in the Internet Century, where technology is roiling the business landscape, and the pace of change is only accelerating. In their new book How Google Works, Google Executive Chairman and ex-CEO Eric Schmidt and former SVP of Products Jonathan Rosenberg share the lessons they learned over the course of a decade running Google. Covering topics including corporate culture, strategy, talent, decision-making, communication, innovation, and dealing with disruption, the authors illustrate management maxims with numerous insider anecdotes from Google’s history. In an era when everything is speeding up, the best way for businesses to succeed is to attract smart-creative people and give them an environment where they can thrive at scale. How Google Works is a new book that explains how to do just that. This is a visual preview of How Google Works. You can pick up a copy of the book at www.howgoogleworks.net
How Google Works
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Most projects, presentations or initiatives are driven by facts and features the team believes will help them deliver a product or message. While facts and data are important for setting the stage and communicating goals, they’re rarely what persuades an audience or gets them to take action. In this workshop, you will learn how to use that connection, by teaching basic skills in visual thinking and storytelling that will that transform projects and initiate action.
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See download link below. Here is a free compilation of all the freebies you might need for your presentations, or other creative projects, including fonts, colors, icons and more. Download link: https://www.dropbox.com/s/ziy3976c8qxn51y/The%20Ultimate%20Freebies%20Guide%20for%20Presentations.pdf This presentation was created 100% in PowerPoint by my presentation design agency Slides. We are based in Spain (Europe) but have clients worldwide. Drop me an email and we will discuss your project.
The Ultimate Freebies Guide for Presentations by @damonify
The Ultimate Freebies Guide for Presentations by @damonify
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Find the Interface Design trends for 2014 by - now freelance - Petra Sell on: http://www.slideshare.net/volpelino/id14 Prophets Agency presents "ID13": the trends in Interactive Design for 2013. Third year in a row, after the ID11 and ID12 trends. Written and designed by our Design Director Petra Sell. Starting at the emerging trends in 2012 moving to what is happening in interaction design in 2013. the consolidation of ongoing trends up to future thinking and some advice on how to keep up. Take your time to browse through the 147 slides of this impressive deck. Brands who fancy a 'live' presentation in their offices can contact us to make an appointment. Do spread along, cause sharing still is caring.
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Was ist angesagt?
Nir Eyal, bestselling author of Hooked: How to Build Habit-Forming Products, wrote the book on the secret psychology of technology. However, in this talk, Nir provides the antidote to the current distraction crisis. Nir shares the findings of his five years of research into how to master what he calls, "the skill of the century," the power to be "Indistractable." Nir's entertaining, research-backed talk, provides practical advice and memorable strategies for managing distraction in business and life.
Indistractable - How to Master the Skill of the Century
Indistractable - How to Master the Skill of the Century
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Examples of the Hook Model in enterprise applications. See Nir Eyal's book "Hooked: How to Build Habit-Forming Products" for more, see: NirAndFar.com/GetHooked Blogging at: NirAndFar.com Twitter: @nireyal
Enterprise Habit-Forming Products
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Nir Eyal
On November 13, 2012, Bill Gurley, a partner at Benchmark Capital, posted a remarkable essay on his blog. In it, he described the, “10 factors to consider when evaluating digital marketplaces.” Given the tremendous value marketplaces are known to create and how hard they are to get right, we found this essay to be a goldmine of insight. We wanted to digest Bill’s post into a more memorable format. The result is this brief checklist we hope will help take some of the luck out of evaluating marketplace businesses. As Bill wrote, “It is unlikely that you will find a marketplace opportunity that would score ten out of ten with respect to this list.” But according to Bill, the odds of success improve the more of these characteristics the business exhibits. Read Bill Gurley’s original post here: http://goo.gl/xoAUw - Nir (nirandfar.com) and Sangeet (platformed.info)
Making a Marketplace: A Checklist for Online Disruption
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In an age of ever-increasing distractions, quickly creating customer habits is an important characteristic of successful products. How do companies create products people use every day? What are the secrets of building services customers love? How can we create products compelling enough to "hook" users? Nir Eyal, the bestselling author of "Hooked: How to Build Habit-Forming Products", has constructed a framework for designing better products and will share his years of research in this practical workshop. This webinar gives product managers, designers, and marketers a new way of thinking of the necessary components of changing user behavior by studying how the world's most engaging products keep users coming back again and again.
Test & Learn: Hooked - How to Build Habit Forming Products
Test & Learn: Hooked - How to Build Habit Forming Products
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Preso deck from my talk @ the 2016 Content Marketing World, September 7, 2016 in Cleveland, Ohio
50 Essential Content Marketing Hacks (Content Marketing World)
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Heinz Marketing Inc
Technology is taking over our lives, especially in the workplace. What can we do to put technology in its place to finally get focused work done?
Slaying the Messaging Monster
Slaying the Messaging Monster
Nir Eyal
Today we all live and work in the Internet Century, where technology is roiling the business landscape, and the pace of change is only accelerating. In their new book How Google Works, Google Executive Chairman and ex-CEO Eric Schmidt and former SVP of Products Jonathan Rosenberg share the lessons they learned over the course of a decade running Google. Covering topics including corporate culture, strategy, talent, decision-making, communication, innovation, and dealing with disruption, the authors illustrate management maxims with numerous insider anecdotes from Google’s history. In an era when everything is speeding up, the best way for businesses to succeed is to attract smart-creative people and give them an environment where they can thrive at scale. How Google Works is a new book that explains how to do just that. This is a visual preview of How Google Works. You can pick up a copy of the book at www.howgoogleworks.net
How Google Works
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In a time when consumers have been confined to their homes and social contact has been limited, influence has been pulling to the forefront of our increasingly virtual reality. But now that we are beginning the slow transition out of lockdown, how should brands be preparing to future-proof their influence for a post-COVID-19 world?
Influencing our New Reality
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Ogilvy Consulting
Most projects, presentations or initiatives are driven by facts and features the team believes will help them deliver a product or message. While facts and data are important for setting the stage and communicating goals, they’re rarely what persuades an audience or gets them to take action. In this workshop, you will learn how to use that connection, by teaching basic skills in visual thinking and storytelling that will that transform projects and initiate action.
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See download link below. Here is a free compilation of all the freebies you might need for your presentations, or other creative projects, including fonts, colors, icons and more. Download link: https://www.dropbox.com/s/ziy3976c8qxn51y/The%20Ultimate%20Freebies%20Guide%20for%20Presentations.pdf This presentation was created 100% in PowerPoint by my presentation design agency Slides. We are based in Spain (Europe) but have clients worldwide. Drop me an email and we will discuss your project.
The Ultimate Freebies Guide for Presentations by @damonify
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Find the Interface Design trends for 2014 by - now freelance - Petra Sell on: http://www.slideshare.net/volpelino/id14 Prophets Agency presents "ID13": the trends in Interactive Design for 2013. Third year in a row, after the ID11 and ID12 trends. Written and designed by our Design Director Petra Sell. Starting at the emerging trends in 2012 moving to what is happening in interaction design in 2013. the consolidation of ongoing trends up to future thinking and some advice on how to keep up. Take your time to browse through the 147 slides of this impressive deck. Brands who fancy a 'live' presentation in their offices can contact us to make an appointment. Do spread along, cause sharing still is caring.
Trends in interactive design 2013
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Indistractable - How to Master the Skill of the Century
Indistractable - How to Master the Skill of the Century
Enterprise Habit-Forming Products
Enterprise Habit-Forming Products
Making a Marketplace: A Checklist for Online Disruption
Making a Marketplace: A Checklist for Online Disruption
Test & Learn: Hooked - How to Build Habit Forming Products
Test & Learn: Hooked - How to Build Habit Forming Products
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50 Essential Content Marketing Hacks (Content Marketing World)
Slaying the Messaging Monster
Slaying the Messaging Monster
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Influencing our New Reality
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Inspired Storytelling: Engaging People & Moving Them To Action
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We have been the services for mental disorder persons for a long time. Our doctor psychiatrist in dubai is famous doctor and best psychiatrist in dubai. we are very expertised giving treatment for the Bipolar disorder.
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Within our team @boardofinno, we give short presentations to each other, to learn more, to get inspired, to be amazed,… The following deck was used by @tjalve in our internal #teachme session. It covers 15 lessons from Behavioural Economics you can apply to your ongoing projects. The concepts covered are: 1. The Endowment Effect 2. Hyperbolic Discounting 3. The IKEA effect 4. Anchoring Bias 5. The Von Restorff Effect 6. Loss Aversion 7. Hedonic Adaption 8. The Bandwagon Effect 9. The Inaction inertia effect 10. The Zeigarnik Effect 11. The Framing Effect 12. The Goal Gradient Effect 13. The Choice Paradox 14. Round Pricing Preference 15. Reciprocity
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Oje Ojeaga
Abstract: LeanUX is bridging the gap between Design Thinking and Agile. While teams are embracing experimentation, it is important that your teams don't waste all of their time running experiments on unimportant + known aspects of your product. Assumptions Mapping is a LeanUX exercise that gives you the power to facilitate a conversation with your team and enable them to focus on what matters. If you find yourself in an organization trying to adapt to conditions of extreme uncertainty, this workshop gives you actionable tools and advice that you can take back to your teams and apply right away. Learning Outcomes: How to use Assumptions Mapping to illustrate risk & focus your experimentation How LeanUX is bridging the gap between Design Thinking and Agile What leadership and facilitation styles you'll need for LeanUX to thrive in your organization
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Hooked Workshop
1.
h kHooked @nireyal
2.
Products can profoundly CHANGE OUR BEHAVIORS.
3.
100’s of millions of users… …and 100’s of millions of dollars.
4.
PA TT E SN R ?
5.
I wrote this … … more at: NirAndFar.com
6.
Close your eyes.
7.
HOWDIDYOUFEEL?
8.
When we FEEL AN ITCH we seek to SCRATCH IT.
9.
The brain associates behaviors that PROVIDE A SOLUTION to whatever problem it encounters.
10.
The SOLUTION TO OUR DISCOMFORT is found in the product’s use.
11.
Images of chocolate bring both pleasure and stress to “cravers.” Source: Rodriguez et al 2005
12.
STRESS is a precondition for addiction. Source: Heilig and Koob 2007
13.
We are not designing for addiction NOT must be in graphic Do not design for addiction.
14.
A BEHAVIOR DONE WITH CONSCIOUS THOUGHT LITTLE OR NO hab·it
15.
Habitscanbeusedforgood.
16.
17.
1. FREQUENCY Source: Judah, G; Gardner, B; Aunger, R; 2013
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2. ATTITUDE CHANGE Source: Judah, G; Gardner, B; Aunger, R; 2013
19.
Harnessing VERY GOOD HABITS can be FOR BUSINESS.
20.
Creating consumer habits drives HIGHER CUSTOMER LIFETIME VALUE (CLTV).
21.
Creating consumer habits gives companies GREATER FLEXIBILITY TO INCREASE PRICES.
22.
Creating consumer habits SUPERCHARGES GROWTH.
23.
Creating consumer habits INCREASES DEFENSIBILITY.
24.
However, forming new habits is HARD WORK
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AND EXCEPTIONALLY RARE.
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But if your business requires “unprompted user engagement,”
27.
A design pattern to help FORM BETTER PRODUCT HYPOTHESES.
28.
BUILDING IS EXPENSIVE
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INCREASE YOUR ODDS OF SUCCESS.
30.
h kThe$HOOK$is$an$experience$designed$to$ connect$the$user’s$problem$to$your$solu7on.$
31.
h k with%enough%% FREQUENCY%% to%% FORM+A+HABIT.+
32.
NOW IT IS YOUR
TURN
33.
❑ Get into groups of 2 or 3. ❑ Describe your product or service. ❑
Pick one product with one user.
34.
❑ Why does your business require a habit? ❑ What problem are users coming to solve? ❑
How do they currently solve the problem and why does it need a new solution?
35.
❑ What action do you want to make into a habit? ❑ How frequently do you expect users to engage?
36.
h kA"Hook"has"4"parts:"
37.
h k
38.
Triggers come in two flavors: EXTERNAL & INTERNAL
39.
EXTERNAL TRIGGERS The information for what to do next is within the trigger. Billboards SO DA
40.
INTERNAL TRIGGERS The information for what to do next is informed through an association in the user’s memory.
41.
Negative emotions are POWERFUL INTERNAL TRIGGERS. lost indecisive tense fatiguedinferior bored confused fear of loss dissatisfied powerless discouraged lonesome
42.
People who are DEPRESSED CHECK EMAIL MORE OFTEN. Source: Kotikalapudi et
al 2012
43.
When we feel LONELY we use
44.
When we feel UNSURE we use
45.
When we are BORED we use
46.
Do you know
your customer’s INTERNAL TRIGGER?
47.
Jack Dorsey on Narratives
48.
IT#ALL#STARTS#WITH#A# NARRATIVE.! “(If)!you!want!to!build!a!product! that!is!relevant!to!folks,!you!need! to!put!yourself!in!their!shoes!and! you!need!to!write!a!story!from! their!side.”! .#Jack#Dorsey#
49.
1952 INSTANT CAKE MIX WAS A MARKETING FAILURE. Betty Crocker assumed that customers wanted convenience but “Just add water” did not sell. Source: “Finding Betty Crocker”, Susan Marks
50.
WHY DO WE MAKE CAKE? to give and receive love from people we care about.
51.
DEPRECATED A FEATURE
52.
What triggers make so habit-forming?
53.
external triggers
54.
of losing the moment. solves the pain
55.
But is also a social network. Urgeto preserve Stressed Lonely Curious Insecurity Bored
56.
YOUR TURN TO BUILD A NARRATIVE
57.
BUILD YOUR NARRATIVE ❑ Who is the user? ❑ What are they doing immediately before your intended habit?
58.
INTERNAL TRIGGERS ❑ Come up with 3 internal trigger hypotheses (emotions, routines, situations…) ❑ Which internal trigger occurs most often? ❑
Every time _______ , the user ________.
59.
EXTERNAL TRIGGERS ❑ Where and when can you insert your external triggers? ❑ How can you be in front of the user when her internal trigger fires? ❑
Think of 3 “rational ideas” and 3 “crazy ideas.”
60.
HYPOTHESIS HOMEWORK ❑ Are your assumptions correct? ❑ Is your narrative really happening? ❑
“Get out of the building.” – Steve Blank ❑ Test your biggest assumptions first and cheaply.
61.
Take a break “Hook” by Blues Traveler
62.
h k
63.
The SIMPLEST BEHAVIOR in anticipation of a reward.
64.
Scroll
65.
Search
66.
Play
67.
According to BJ Fogg, for any behavior to occur, we need MOTIVATION, ABILITY, and a TRIGGER b=m+a+t
68.
“THE ENERGY FOR ACTION” mo·ti·va·tion -Edward Deci
69.
THERE ARE SIX FACTORS THAT CAN INCREASE MOTIVATION. SeekingPleasure AvoidingPain SeekingHope AvoidingFear SeekingAcceptance AvoidingRejection Source: Dr. BJ Fogg, Stanford University
70.
Seeking HOPE
71.
Seeking PLEASURE
72.
Avoiding FEAR
73.
Seeking ACCEPTANCE
74.
ABILITY the capacity to
do a particular action
75.
Time% $ Six$factors$can$increase$or$decrease$ability. % Money% Physical%effort% Brain%cycles% Social%deviance%
Non8rou:ne% Source:%Dr.%BJ%Fogg,%Stanford%University%
76.
Fogg Behavior Model MOTIVATION ABILITY Level of motivation and ability determines if action will occur. Source: Dr. BJ Fogg, Stanford University TRIGGER SUCCEEDS TRIGGER FAILS
77.
Should designers MOVE MOTIVATION OR ABILITY FIRST?
78.
You can try to increase motivation…
79.
…but you’ll often get the same results.
80.
through the years 2009 2010 2011
2012 TODAY
81.
2009 2010 2011 2012 through the years TODAY
82.
2009 2010 2011
2012 TODAY through the years
83.
YOUR TURN TO SIMPLIFY THE ACTION
84.
Users are on a path to solving a problem. Internal Trigger Product Interface Reward/Pain Alleviation
85.
users take action to alleviate pain. Internal Trigger Product Interface 1. Open App 2. Log-in (sometimes) 3.
Scroll & Read Reward/Pain Alleviation
86.
Map the path users take to scratch their itch.
87.
Find the “scarcest resource” ❑ Review your flow. Where is the action most difficult? ❑ Which resource is lacking? ❑
What are 3 testable ways to make the action easier? •Time •Money •Physical effort •Brain cycles (too confusing) •Social deviance (outside norm) •Non-routine (too new)
88.
h k
89.
studied by Olds & Milner. NUCLEUS It all starts with the ACCUMBENS Source: Olds and Milner, 1945
90.
The nucleus accumbens is activated when we crave.
91.
Olds & Milner Notexactly. stimulating pleasure? Were
92.
They were stimulating the STRESS OF DESIRE.
93.
Our reward system activates with anticipation Source: Knutson et al 2001
94.
… and calms when we get what we want. Source: Knutson et al 2001
95.
That’s the ITCH we seek to SCRATCH.
96.
There is a way to supercharge the stress of desire.
97.
98.
IS FASCINATING. THE UNKNOWN Variability causes us to focus and engage
99.
…and increases behavior.
100.
The nucleus accumbens is stimulated by variability.
101.
3 types of VARIABLE REWARDS TRIBE HUNT SELF Habit-forming tech uses 1 OR MORE
102.
TRIBE SEARCH FOR SOCIAL REWARDS
103.
partnershipempatheticjoy competition
104.
We Like social rewards.
105.
Fast variable rewards
106.
We value recognition and cooperation
107.
HUNT SEARCH FOR RESOURCES
108.
Stems from the hunt for food and resources
109.
Hunt for variable material rewards
110.
Hunt for variable material rewards
111.
Hunt for variable information rewards.
112.
Hunters on scroll pages.
113.
SELF SELF-ACHIEVEMENT SEARCH FOR
114.
Leveling-up reflects MASTERY and COMPETENCY.
115.
Inbox or task management reflects CONSISTENCY and COMPLETION.
116.
WARNING Variable rewards are not a free pass. Your product still must address the itch.
117.
Do your users feel in control? AUTONOMY IS A PRE-REQUISITE. Source: Deci and Ryan on Self-Determination Theory
118.
Beware of FINITE VARIABILITY.
119.
INFINITE VARIABILITY sustains interest longer.
120.
Build variable rewards that satiate the users itch, but leave them wanting more.
121.
YOUR TURN TO REWARD YOUR USERS
122.
❑ Review your flow. Is the reward fulfilling, yet leaves the user wanting more? ❑ Brainstorm 3 ways users search for variable reward. •Rewards of the Tribe - gratification from others. •Rewards of the Hunt - things, money or information. •Rewards of the Self - mastery, completion, competency, consistency.
123.
h k
124.
Users “invest” for future benefits. Social Capital Money Time Effort Emotional CommitmentPersonal Data
125.
Investments increase the likelihood
of the next pass through the Hook in TWO ways.
126.
1.INVESTMENTS LOAD THE NEXT TRIGGER OF THE HOOK.
127.
Each new message posted on
128.
is an open invitation for an external trigger to be returned.
129.
INVESTMENTS STORE VALUE, improving the product with use.2.
130.
CONTENT
131.
DATA
132.
FOLLOWERS
133.
REPUTATION
134.
YOUR TURN TO GET USERS TO INVEST
135.
❑ Review your flow. What “bit of work” are your users doing to increase the likelihood of returning? ❑ Brainstorm 3 ways to add small investments into your user experience to: •Load the Next Trigger •Store Value •Content, Data, Followers, Reputation 5 min
136.
h kThe$HOOK$is$an$experience$designed$to$ connect$the$user’s$problem$to$your$solu7on.$
137.
Each pass through the Hook helps SHAPE USER PREFERENCES AND ATTITUDES.
138.
h k With%enough%frequency,% A"HABIT"IS"FORMED."
139.
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? 3. What is the simplest behavior in anticipation of reward? 5. What “bit of work” is done to increase the likelihood of returning?
140.
THE MORALITY OF MANIPULATION
141.
Designing habit-forming products is a form of manipulation.
142.
Users take our technologies to bed.
143.
They check our devices before saying “good morning” to loved ones.
144.
Quite possibly, the “CIGARETTE OF THIS CENTURY.” - Ian Bogust
145.
What RESPONSIBILITY do we have when changing user behavior?
146.
THE WORLD IS FULL OF PROBLEMS TO FIX. Help others find meaning. Engage them in something important.
147.
Build the THE WORLD. you want to see in CHANGE
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