500 startups preso
DESCRIPTION
Behavior engineering presentation for 500 StartupsTRANSCRIPT
![Page 1: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/1.jpg)
Behavior by Design
500 Startups April 17, 2012
Nir EyalNirAndFar.com
@nireyal
![Page 2: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/2.jpg)
Who is this for?
NirAndFar.com
![Page 3: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/3.jpg)
The frustrated entrepreneur
NirAndFar.com
![Page 4: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/4.jpg)
NirAndFar.com
![Page 5: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/5.jpg)
Me
NirAndFar.com
![Page 6: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/6.jpg)
NirAndFar.com
So I looked for patterns
![Page 7: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/7.jpg)
“WTF? businesses”
NirAndFar.com
![Page 8: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/8.jpg)
Vitamins or painkillers?
NirAndFar.com
![Page 9: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/9.jpg)
Selling painkillers
NirAndFar.com
- Obvious need - stop pain- Quantifiable market- Monetizable
![Page 10: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/10.jpg)
NirAndFar.com
Selling vitamins
- Emotional need, not efficacy- “Makes me feel good knowing...”- Only viable business if habit
![Page 11: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/11.jpg)
NirAndFar.com
Vitamins or painkillers?
![Page 12: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/12.jpg)
It’s a habit when not doing it
causes you pain.
NirAndFar.com
![Page 13: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/13.jpg)
Habit-forming technology
Vitamin Painkiller
NirAndFar.com
Pleasure seeking
Pain alleviation
![Page 14: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/14.jpg)
Why am I here?
NirAndFar.com
![Page 15: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/15.jpg)
1. Help you understand your own behavior.
NirAndFar.com
![Page 16: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/16.jpg)
Access+ Speed + Data
High addictive potential
NirAndFar.com
![Page 17: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/17.jpg)
Behavior engineering is a Super Power
... can be used for good or evil.
NirAndFar.com
![Page 18: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/18.jpg)
2. Help you build stuff to help us all.
NirAndFar.com
![Page 19: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/19.jpg)
"We wanted flying cars, instead we got 140 characters." - Peter Thiel
NirAndFar.com
![Page 20: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/20.jpg)
Nir’s Rule:Users’ interests
=Designer’s interests
NirAndFar.com
![Page 21: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/21.jpg)
Your challenge:• More distractions• Harder to find new users• Viral channels are dying
NirAndFar.com
![Page 22: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/22.jpg)
Habit ScoreHighLow
Vir
al
Coe
ffici
ent
(K)
Leaky Bucket Rocket Ship
Commitment Business
Garbage
K < 1
K >1
Facebook, Paypal, Pinterest
Evernote, Pandora, Amazon
Spammy apps
Habits > Viral
NirAndFar.com
![Page 23: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/23.jpg)
Evernote Smile Graph
NirAndFar.com
![Page 24: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/24.jpg)
Let’s get started
NirAndFar.com
![Page 25: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/25.jpg)
Automaticity:a powerful mental
shortcut
NirAndFar.com
![Page 26: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/26.jpg)
How engineer automaticity?
NirAndFar.com
![Page 27: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/27.jpg)
Create desire
NirAndFar.com
![Page 28: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/28.jpg)
Desire engines create habits
NirAndFar.com
![Page 29: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/29.jpg)
The Desire EngineTrigger Action
Var. RewardCommitment
ExternalInternal
NirAndFar.com
![Page 30: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/30.jpg)
Trigger
NirAndFar.com
![Page 31: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/31.jpg)
Trigger ExamplesExternal Internal
AlarmsAdvertising
Calls-to-actionEmailsStores
EmotionsRoutinesSituations
PlacesPeople
NirAndFar.com
![Page 32: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/32.jpg)
Action
NirAndFar.com
![Page 33: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/33.jpg)
whendoing < thinking
= action
![Page 34: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/34.jpg)
triggers
ability
B = m.a.t.
Fogg Behavior Modelm
otiv
atio
n
NirAndFar.com
![Page 35: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/35.jpg)
triggers = user experience
ability = product design
Behaviors into Actionsm
otiv
atio
n=
mar
ketin
g
NirAndFar.com
![Page 36: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/36.jpg)
![Page 37: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/37.jpg)
![Page 38: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/38.jpg)
Variable Reward
NirAndFar.com
![Page 39: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/39.jpg)
We crave predictability
• Variable rewards drive us nuts
• Compulsion to make sense of cause and effect
• Dopamine system drives the search
NirAndFar.com
![Page 40: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/40.jpg)
Curious by nature
NirAndFar.com
![Page 41: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/41.jpg)
The search for rewards
the Hunt
the Tribe
the Self
NirAndFar.com
![Page 42: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/42.jpg)
Search for Social Rewards
theTribe
- Acceptance- Sex- Power
NirAndFar.com
![Page 43: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/43.jpg)
Search for Resources
theHunt
- Food- Money- Information
NirAndFar.com
![Page 44: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/44.jpg)
Search for Sensation
theSelf
- Sensory- Mastery- Consistency
NirAndFar.com
![Page 45: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/45.jpg)
Tribe, Hunt, or Self?
NirAndFar.com
![Page 46: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/46.jpg)
NirAndFar.com
Tribe, Hunt, or Self?
![Page 47: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/47.jpg)
NirAndFar.com
Tribe, Hunt, or Self?
![Page 48: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/48.jpg)
• Searching, searching and never done
NirAndFar.com
![Page 49: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/49.jpg)
Var Rewards Levers
•Type
•Frequency
•Amplitude
NirAndFar.com
![Page 50: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/50.jpg)
Commitment
NirAndFar.com
![Page 51: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/51.jpg)
Commitment
• Where user does a bit of “work.”
• “Pays” with time, money, social capital, or data
NirAndFar.com
![Page 52: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/52.jpg)
Commitments make the next action
more likely.
NirAndFar.com
![Page 53: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/53.jpg)
Little commitments, big results
Group 1: 83% refused
Group 2: 76% accepted
NirAndFar.comFreedman & Fraser, 1966
![Page 54: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/54.jpg)
Commitments are about consistency of
self-image.
NirAndFar.com
![Page 55: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/55.jpg)
NirAndFar.com
![Page 56: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/56.jpg)
FarmvilleT A
VRC
Play
• Points (hunt)• Personalized virtual goods (self)
NirAndFar.com
????
Facebook feed, email ...
![Page 57: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/57.jpg)
FarmvilleT A
VRC
Play
• Build farm• Invite others• Pay $
NirAndFar.com
• Points (hunt)• Personalized virtual goods (self)
Facebook feed, email ...
![Page 58: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/58.jpg)
FarmvilleT A
VRC
Facebook feed, email ...Play
• Build farm• Invite others• Pay $
Boredom, lonesome,loss aversion = anxiety
NirAndFar.com
• Points (hunt)• Personalized virtual goods (self)
![Page 59: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/59.jpg)
EmailT A
VRC
Icon on phoneOpen unread messages
Write back
Want to procrastinate, bored, lonesome...
NirAndFar.com
Tribe, hunt and self
![Page 60: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/60.jpg)
Use this for good.
NirAndFar.com
![Page 61: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/61.jpg)
Desire Engine CanvasTrigger Action
Var. RewardCommitment
NirAndFar.com
![Page 62: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/62.jpg)
How to use a Desire Engine
1. Think of what the INTERNAL TRIGGER will be. What’s the existing habit you’re attaching to?
2. Confirm the EXTERNAL TRIGGER touches the user near the existing habit. Ensure user understands “what it’s for?”
3. Prompt the intended ACTION - Make sure it’s very simple and defined. Ex - We want user to scroll
4. Add VARIABLE REWARDS - Mix the type (hunt, tribe, self), change frequency, and amplitude.
5. Ask for the COMMITMENT - Does it increase the likelihood of next cycle?
NirAndFar.com
![Page 63: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/63.jpg)
To increase automaticity:
- Increase speed through each engine.- Increase number of engines in user flow.- Keep steps of engine novel.
NirAndFar.com
![Page 64: 500 Startups Preso](https://reader031.vdocuments.net/reader031/viewer/2022020115/543cb69fafaf9fd0658b4705/html5/thumbnails/64.jpg)
To break automaticity:
- Remove the desire engine altogether.- Create space between steps to slow engine.- Allow novelty to decay, becomes predictable.
NirAndFar.com