BUILDING HABITSKEEPING USERS ENGAGED

@MOSTGOODSALLY SHEPARD

WHY BUILD HABITS?

Downloads do not equal users.

(top grossing apps)

(top grossing apps)

What makes these apps so successful?

They develop habits with users.

WHAT IS A HABIT?

A habit is created when a behaviour is repeated.

Behaviour = Motivation + Trigger + Action

Core Motivators- seeking pleasure or avoiding pain - seeking hope and avoiding fear - seeking social acceptance while avoiding social rejection

Habits act as a reflex to pain.

Habit Hook1) Trigger 2) Action 3) Reward 4) Investment

ACTIONTRIGGER

REWARDINVESTMENT

👋

What brings users to your app?

External trigger:

♺

ACTIONTRIGGER

REWARDINVESTMENT

“the greatest return on investment will generally come from increasing a product’s ease-of-use."

-‘Hooked’

List every step then remove as

many as possible

ACTIONTRIGGER

REWARDINVESTMENT

❤Variability

ACTIONTRIGGER

REWARDINVESTMENT

💰📊🕑🔨

The investment should work towards improving their experience.

“MAKE IT SO”

Goal Action Trigger Reward Investment

Start with the behaviour you want the user

to adopt.

Action: ????

Goal: use app every day

1) Understand reason for using app/feature. 2) List all steps. 3) Simplify by removing steps.

Action ⬌ Ability

🕓💸💪🎓👮💾

⚠Time Money Physical

EffortBrain

CyclesSocial

DevianceNon-

routine

Increase motivation with heuristics.

The endowed progress effect.

Triggers: getting their attention

1st hurdle: enabling the trigger

Make triggers easy to turn on and off.

Reward: ❤ 🎁 ❤ 🎁 ❤

Investment: sharing is caring…

…but sharing too much is creepy.

Hand-holding: Take the user through the hook.

Misconceptions: cost, team, time.

MEASURE & EVALUATE

Find your leaks and fix them.

Finding leaks: analytics are your friend.

When adding analytics, make events that verify not just the success but also the failure of each user story.

Tip

Define what an ideal user is, then look for patterns.

Iterate, Iterate,Iterate.

HABITS VS ADDICTION

Manipulate for good.

E V I LDON’T BE

👹

SUMMARY

Fix the leaks. Fix your analytics.

📢 Get their attention

✅ Make it simple to do

💊 Alleviate their pain

🌱Give them some seeds

E V I LDON’T BE

👹

seriously,

Books!Hooked - Nir EyalSubject to Change - Merholz, Schauer, Verba, Wilkens User Experience Innovation - Christian Kraft Designing for Behaviour Change - Steven Wendel Lean Startup - Eric Ries

THANKS FOR LISTENING!@MOSTGOOD

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