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Hooked Workshop
1.
h kHookedâš âš@nireyal
2.
Products can profoundly âš CHANGE OUR BEHAVIORS.
3.
100âs of millions of users⊠âŠand 100âs 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 âš PROVIDE A SOLUTIONâš to whatever problem it encounters.
10.
The SOLUTION TO âš OUR DISCOMFORT âš is found in the productâs use.
11.
Images of chocolate bring both pleasure and stress to âcravers.â 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
18.
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 âš HIGHER CUSTOMER LIFETIME VALUE (CLTV).
21.
Creating consumer habits gives companies GREATER FLEXIBILITY TO INCREASE PRICES.
22.
Creating consumer habits âš SUPERCHARGES GROWTH.
23.
Creating consumer habits INCREASES DEFENSIBILITY.
24.
However, forming new habits is HARD WORK
25.
AND EXCEPTIONALLY RARE.
26.
But if your business requires âunprompted user engagement,â
27.
A design pattern to helpâš FORM BETTER PRODUCT HYPOTHESES.
28.
BUILDING IS EXPENSIVE
29.
INCREASE YOUR ODDS OF SUCCESS.
30.
h kThe$HOOK$is$an$experience$designed$to$ connect$the$userâs$problem$to$your$solu7on.$
31.
h k with%enough%% FREQUENCY%% to%% FORM+A+HABIT.+
32.
NOW IT IS YOUR
TURN
33.
â Get into groups of 2 or 3. â Describe your product or service. â
Pick one product with one user.
34.
â Why does your business require a habit? â What problem are users coming to solve? â
How do they currently solve the problem and why does it need a new solution?
35.
â What action do you want to make into a habit? â How frequently do you expect users to engage?
36.
h kA"Hook"has"4"parts:"
37.
h k
38.
Triggers come in two flavors:âš EXTERNAL & âš INTERNAL
39.
EXTERNAL TRIGGERSâš The information for what to do next is within the trigger. Billboards SO DA
40.
INTERNAL TRIGGERSâš The information for what to do next is informed âš through an association in the userâs 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 customerâs INTERNAL TRIGGER?
47.
Jack Dorsey on Narratives
48.
IT#ALL#STARTS#WITH#A# NARRATIVE.! â(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.â! .#Jack#Dorsey#
49.
1952 INSTANT CAKE MIX WAS A MARKETING FAILURE. Betty Crocker assumed that customers wanted convenience but âJust add waterâ did not sell. Source: âFinding Betty Crockerâ, Susan Marks
50.
WHY DO WE MAKE CAKE? âšâš 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 â Who is the user? â What are they doing immediately before your intended habit?
58.
INTERNAL TRIGGERS â Come up with 3 internal trigger hypotheses (emotions, routines, situationsâŠ) â Which internal trigger occurs most often? â
Every time _______ , the user ________.
59.
EXTERNAL TRIGGERS â Where and when can you insert your external triggers? â How can you be in front of the user when her internal trigger fires? â
Think of 3 ârational ideasâ and 3 âcrazy ideas.â
60.
HYPOTHESIS HOMEWORK â Are your assumptions correct? â Is your narrative really happening? â
âGet out of the building.â â Steve Blank â Test your biggest assumptions first and cheaply.
61.
Take a break âHookâ 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.
âTHE ENERGY FOR ACTIONâ mo·ti·va·tion -Edward Deci
69.
THERE ARE SIX FACTORS THAT CAN INCREASE MOTIVATION. SeekingPleasureâš AvoidingPainâš SeekingHopeâš AvoidingFearâš SeekingAcceptanceâš AvoidingRejection Source: Dr. BJ Fogg, Stanford University
70.
Seeking HOPE
71.
Seeking PLEASURE
72.
Avoiding FEAR
73.
âš Seeking ACCEPTANCE
74.
ABILITY the capacity to
do a particular action
75.
Time% $ Six$factors$can$increase$or$decrease$ability. % Money% Physical%eïŹort% 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 motivationâŠ
79.
âŠbut youâll 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 âscarcest resourceâ â Review your flow. Where is the action most difficult? â Which resource is lacking? â
What are 3 testable ways to make the action easier? âąTime âąMoney âąPhysical effort âąBrain cycles (too confusing) âąSocial deviance (outside norm) âąNon-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 âš is activated when âš we crave.
91.
Olds & Milner Notexactly. stimulating pleasure? Were
92.
They were stimulating the âš STRESS OF DESIRE.
93.
Our reward system activates âš with anticipation Source: Knutson et al 2001
94.
⊠and calms when ⚠we get what we want. Source: Knutson et al 2001
95.
Thatâs 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.
âŠand 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 âš for variable information âš 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 âš CONSISTENCY and COMPLETION.
116.
WARNING Variable rewards are not a free pass. âš 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.
â Review your flow. Is the reward fulfilling, yet leaves the user wanting more? â Brainstorm 3 ways users search for variable reward. âąRewards of the Tribe - gratification from others. âąRewards of the Hunt - things, money or information. âąRewards of the Self - mastery, completion, competency, consistency.
123.
h k
124.
Users âinvestâ for future benefits. Social Capital Money Time Effort Emotional CommitmentPersonal Data
125.
Investments increase the likelihood
of the next pass through the Hook in âš TWOâš 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, âš improving the product with use.2.
130.
CONTENT
131.
DATA
132.
FOLLOWERS
133.
REPUTATION
134.
YOUR TURN TO GET USERS TO INVEST
135.
â Review your flow. What âbit of workâ are your users doing to increase the likelihood of returning? â Brainstorm 3 ways to add small investments into your user experience to: âąLoad the Next Trigger âąStore Value âąContent, Data, Followers, Reputation 5 min
136.
h kThe$HOOK$is$an$experience$designed$to$ connect$the$userâs$problem$to$your$solu7on.$
137.
Each pass through the Hook helps âš 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 âbit of workâ is done to increase the likelihood of returning?
140.
THE MORALITY OF MANIPULATION
141.
Designing âš habit-forming products is a form of manipulation.
142.
Users take our technologies to bed.
143.
They check our devices before saying âgood morningâ to loved ones.
144.
Quite possibly, the âš âCIGARETTE OF âš THIS CENTURY.ââš - 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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