hooked presentation - by nir eyal
DESCRIPTION
Describes the 'Hook model' used by many successful start-ups and entrepreneurs to build habit forming products.TRANSCRIPT
‘Hooked’ ConferenceBy ‘Nir Eyal’Author, Consultant SpeakerContributer to Tech crunch, Forbes, Psychology today
Addiction vs. Habit
Addiction
A persistent compulsive dependence on a behavior or substance
Habit
A behavior that occurs nearly or completely without cognition
How habits are good for business
Higher Life time value – stay longer
Greater price inelasticity – can charge more
Lower Marketing Costs – unprompted engagement
Word of mouth
= Higher ROI
Activity 1 – Definition
Does your business model actually require habits? Why?
How frequently do you expect users to engage?
What problem are they coming to solve?
How do they currently solve the problem and why does it need a new solution?
The Hook
For big businesses, user psychology is a good place to look for secrets about how user’s behave.
Habits generate an unprompted engagement (similar to an itch)
New habits cannot form unless a behavior fulfills a user need and occurs frequently
Repeatedly connecting your solution to the user’s problem is called a ‘Hook’
Hook Model
Triggers: External and Internal
Internal Trigger:
“What to do next is in the user’s head”
Internal triggers are emotions:
Lonely, Hungry, Unsure, Anxious, Lost, Mental Fatigued
External Trigger:
“What to do next is in the trigger”
Icons, email, notifications
SEO, Ads, PR, Free Media
Word of mouth, affinity groups
First Step: Connect a solution to the user’s problem
Example for External Trigger
Examples of Internal Triggers
When I feel…
Lonely
Hungry
Unsure
Anxious
Lost
Mentally Fatigued
I use…
Yelp, GrubHub
GPS
ESPN, Glam
Know your User Narrative
Find Internal Trigger to attach solution to.
“Every time you (Internal Trigger) use (Product).”
Narrative Gone Bad
Betty Crocker introduced Instant Cake Mix in 1952
Assuming the Trigger was hunger, the narrative included making a complete meal quickly
It turned out to be a marketing disaster
What customers really wanted was to feel and show love. “Instant” did not cut it.
The narrative was then changed to ‘Add an Egg’ (for no functional reason) and the sales rocketed
Instagram Triggers
External
Facebook, Twitter
App Notifications
App Icon
Internal
Fear of losing the moment
Bored
Lonesome
Fear of missing out
Summary – For Triggers
Answers the question “What does the user really want?”
The designer informs what to do next with external triggers
The user informs what to do next through internal triggers
Emotions provide frequent internal triggers
Activity 2 – Internal and External Triggers
Refer to your problem and come up with 3 Internal Triggers (emotions, routines, situations…)
(Hint: If stuck ask ‘why?’ until you get to an emotion.)
Build a Narrative using the most frequent internal trigger (Who is the user? What are they doing just before they use your product?)
Set External TriggersWhere can you place external triggers?
How can you be in front of the user when he feels internal trigger?
What is the right place and time?
Come up with 3 rational and 3 crazy ideas.
Hypotheses check: Is your narrative really happening?
Test your biggest assumptions first and cheaply
Hook Model
Fogg Behavior Model
Product Design
Motivation
Seek:Pleasure
Hope
Acceptance
AvoidPain
Fear
Rejection
Examples for motivation (marketing)
Ability
“How to increase the capacity to do something?”
Focus on ability first, then motivation
Factors of abilityTime
Money
Physical effort
Brain-Cycles
Social Deviance
Non-routine
Examples: Simple online actions before
rewardLog In – Facebook, Wordpress
Search – Google, Expedia, Yelp
Open – Twitter, SMS, Email
Scroll – Pinterest, Instagram
Play – YouTube, Online Games
Focus on Simplicity - Twitter Home page
Example
Quora Mobile App Example
Internal Trigger – Bored + Curious
ActionClick App Icon
Sign-In (if not already)
Scroll
Am I bored anymore? (If not, then that’s the reward) Reward = See interesting questions
Biases
Scarcity
Value Attribution
Halo effect
Anchoring
Completion
Sequencing
Hidden ways to increase action
Choice Architecture, Nudges, Biases, Heuristics
Social Proof, Framing, Reciprocity, Relevance, Status Quo, Loss Aversion, Familiarity Bias, Regret aversion, Peak-end effect, Money proxy, Authority Bias
The user cannot articulate the effect, but they make the action much more likely
Summary – For Action
Action is the simplest behavior in anticipation of the reward
To increase Behavior:Ensure a clear trigger is present
Increase ability by making it easier to do
Align with the right motivator
Activity 3 – Action
Map the steps users take to solve their problem with your product
Start with off-line internal trigger…through your interface…to the reward, the point where the ‘pain’ is alleviated a bit
Review the flow: Where is the action most difficult?
Which resource is lacking (time, money, too confusing, too new, too outside the norm)
Brainstorm 3 testable ways to make this action easier
Hook Model
Variable rewards
The unknown is fascinating
Our brains are prediction machines
Variability increases focus and engagement
Variability is also habit forming
Variable Rewards
Tribe
Hunt Self
Search for Social Rewards
“Social rewards come from people, not machines.”
Cooperation
Competition
Recognition
Acceptance
Empathetic Joy
Tribe
Examples of Social Rewards
Search for Resources
Food
Money
InformationHunt
Examples of the Hunt
Pinterest Example
Search for sensation
Mastery
Consistency
Competency
Completion
Self
Examples
Summary of Variable Rewards
You still need to give the user what they came for
Maintain the feeling of autonomy
Keep the rewards highly variable, Alleviate user pain
Finite Variability
Single-player Games
Consumption of media
Running a race to finish it
Infinite Variability
Multi-player games
Creation of content
Communities
Running for pleasure or competition
Activity 4 – Variable Rewards
Look at the user flow. Is the reward fulfilling, yet leaves the user wanting more?
Brainstorm 3 ways you could add variability to the reward. Consider the search for rewards of the:
Tribe (social rewards)
Hunt (resource rewards)
Self (personal mastery, consistency, completion)
Hook Model
Investment increases likelihood of next passDone in anticipation of future rewards
Investment makes the next pass through hook more likely by:
Loading the Next Trigger
Storing Value
Creating preferences
Loading the Next Trigger, WhatsApp
Pinterest (Consumer)
Pinterest (Curator)
Storing Value
Content Data
Storing Value
Followers Reputation
Creating Preferences
Investments make us value things more
We change our tastes accordingly
Find ways to get the user to invest often, no matter how small
Activity 5 - Investment
In your user flow, what is the ‘bit of work’ done to increase the likelihood of a user returning?
Brainstorm 3 ways you could add small investments into the user experience:
loading the next trigger
store value
create preference
Subsequent Hook Cycles
Suggestion for Wolfram|Alpha
Killer feature of step by step but people not aware of this capability
The broad range of areas in home page is cognitive overload
Create a separate student focused website channel
Thank You