habit forming products (hooked)
TRANSCRIPT
Habit forming products
“Hooked”
Hook- Hook: is an experience designed to connect user problems to your
solutions with enough frequency to form a habit.
- Through successive cycles through this hooks:- Customer preferences are changed
- Tastes are formed
- Habits take hold
Hook4 parts of Hook:
- Trigger
- Action
- Reward
- Investment
Trigger- Call to action that tells user what to do next
- Two types of triggers- Internal trigger
- External trigger
- External trigger: tells user what to do next and the information is in the trigger itself
- E.g.: “Buy now”, “Tweet”
Trigger (cont.)- Internal Trigger: call to action and The information for what to do
next is informed through an association in user’s mind e.g.: emotion
- Form long-term relationship
- Negative emotion are powerful internal trigger
- What itch occurs through user’s day frequently that are going to attach the use of your product to
Internal Trigger
Action- Simplest behavior done in anticipation of a reward
- E.g.: play in youtube, scroll in Facebook and search in google
- For any behavior to occur we need:- b= m(motivation) + a(ability) + t(trigger)
- Motivation: The energy for action OR how much we want to do a particular behavior
Motivation- Six factors that increase motivation
- Seeking pleasure
- Avoiding pain
- Seeking Hope
- Avoiding fair
- Seeking social acceptance
- Avoiding social rejection
Ability- How easy or difficult a behavior is to do
- More important than motivation
- Six factors to increase or decrease ability:- Time
- Money
- Physical effort
- Brain cycles (harder to think)
- Social deviance (people like see do something)
- Non-routine
Trigger
Trigger (cont.)
Trigger (cont.)- We need to make the most intended behavior more likely to occur
Reward- Nucleus accumbens: the nucleus accumbens has a significant role
in the cognitive processing of motivation, reward (i.e., incentive salience, pleasure, and positive reinforcement)
- Nucleus accumbens is activated every single day through :- Luxury goods
- Sex
- Junk foods
- Technology
Reward- Nucleus accumbens becomes more active in anticipation of a
reward
- And become less active when we get what we want
- The Unknown is Fascinating
- Variability causes us to focus and engage
Reward
Reward- Nucleus accumbens is stimulated by variability
- 3 Types of variable rewards- Tribe
- Hunt
- Self
Reward of Tribe- Search for social rewards
- Things that feel good that have an element of variability and come from people
- E.g.: Facebook Newsfeed
Reward of the Hunt- Search for resources
Reward of the Hunt
Reward of the Self- Search for Self-Achievement
- Feel good have an element of variability but not come from people, feel good in & of themselves
- Searching for mystery and competency
- E.g. Leveling up in games reflects mystery and competency
- Also Inbox and To do list reflects consistency and completion
Internal trigger and Variable Reward- There is a connection between internal trigger and variable reward
- The purpose of variable reward is give people what they came for, to scratch the itch and leave people wanting more (leave mystery)
Investment- User put something into the product for future benefit
- Investments increase the likelihood of the next pass through the hook in 2 ways:
- Investment load the next trigger of the hook (Whatsapp message)
- Investment store value (improving the product with use)
- Content on pinterest
- Followers on twitter
- Reputation is form of stored value that user can take to the bank
Hook Canvas