14. Internal Triggers
The information for what to do next is informed
through an association in the user’s memory.
People Places Emotions Situations Routines
15. Negative emotions are powerful
internal triggers
indecisive
tense
fatiguedinferior
bored
confused
fear of loss
dissatisfied
powerless
discouraged
lonesome
16. People who are depressed
check email more often
Source: Kotikalapudi et al 2012
32. Source: Dr. BJ Fogg, Stanford University
Seeking Pleasure
Seeking Hope
Seeking Acceptance
Avoiding Pain
Avoiding Fear
Avoiding Rejection
6
There are six factors that can
increase motivation
35. Level of motivation and ability
determines if action will occur
Source: Dr. BJ Fogg, Stanford University
Motivation
Trigger
fails
Trigger
succeeds
Ability
76. The hook is an experience designed to
connect the user’s problem to your product
77. Each pass through the Hook helps
shape user preferences and attitudes
78. 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?
1. What internal trigger is
the product addressing?
2. What external trigger
gets the user to the product?
The Hooked Canvas