nir eyal: building habit forming products - (webdagene 2014)
DESCRIPTION
Why do we check Facebook when we go to bed and right after we wake up? Why do we think “Google” every time we have questions? What makes Pinterest, Twitter and Instragram to success? Nir Eyal has the recipe for how to make addictive products that make people come back time and again. Triggers, low-threshold interactions and variable rewards are some of the key words.TRANSCRIPT
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Hooked
@nireyal!
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Products can profoundly CHANGE OUR BEHAVIORS.!
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100’s of millions of users…
…and 100’s of millions of dollars.
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P A
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A BEHAVIOR DONE WITH!
CONSCIOUS THOUGHT
LITTLE OR NO
hab·it
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HEALTHTAP
REV
BIA
LUMO
7 CUPS
EMODT
PANTRY LABS
Habits can be used for good.!REFRESH.IO
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Triggers come in two flavors:
EXTERNAL & INTERNAL!
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EXTERNAL TRIGGERS The informa?on for what to do next
is within the trigger.
Billboards SODA
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INTERNAL TRIGGERS The informa?on for what to do next is informed through an associa?on in the user’s memory.!
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Nega?ve emo?ons are POWERFUL INTERNAL TRIGGERS.!
lost!
indecisive tense
faDgued inferior
bored
confused
fear of loss
dissaDsfied
powerless
discouraged
lonesome
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People who are DEPRESSED CHECK EMAIL MORE OFTEN.! Source: Ko*kalapudi et al 2012
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When we feel LONELY we use!
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When we feel UNSURE we use
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When we are BORED we use
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Do you know your customer’s !
INTERNAL TRIGGER?
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What triggers make so habit-‐forming?!
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external triggers!
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of losing the moment.!solves the pain
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But is also a social network.
Urge to preserve
Stressed Lonely
Curious Insecurity
Bored
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The!SIMPLEST BEHAVIOR
in an?cipa?on of a reward.
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Scroll!
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Search!
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Play
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According to BJ Fogg, for any behavior to occur, we need MOTIVATION, ABILITY, and a TRIGGER
b=m+a+t
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“THE ENERGY FOR ACTION”!mo·ti·va·tion
-‐Edward Deci
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THERE ARE SIX FACTORS THAT CAN INCREASE MOTIVATION. Seeking Pleasure Avoiding Pain Seeking Hope Avoiding Fear Seeking Acceptance Avoiding Rejection!
Source: Dr. BJ Fogg, Stanford University
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ABILITY
the capacity to do a particular action
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Fogg Behavior Model
MOTIV
ATION
ABILITY
Level of moDvaDon and ability determines if acDon will occur.
Source: Dr. BJ Fogg, Stanford University
TRIGGER SUCCEEDS
TRIGGER FAILS
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studied by Olds & Milner.!
NUCLEUS It all starts with the
ACCUMBENS
Source: Olds and Milner, 1945
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The nucleus accumbens is ac?vated when
we crave.!
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Olds & Milner!
Not exactly.
stimulating
pleasure?
Were
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They were s?mula?ng the STRESS OF DESIRE.!
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Our reward system ac?vates with an?cipa?on!
Source: Knutson et al 2001
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… and calms when we get what we want.!
Source: Knutson et al 2001
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It’s the ITCH
we seek to SCRATCH.
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There is a way to supercharge the stress of desire.!
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IS FASCINATING.!THE UNKNOWN
Variability causes us to focus and engagement
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…and increases behavior.
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The nucleus accumbens is s?mulated by variability.!
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3 types of VARIABLE REWARDS!
TRIBE HUNT SELF
Habit-‐forming tech uses 1 OR MORE
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TRIBE
SEARCH FOR
SOCIAL REWARDS
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partnership empathetic joy competition
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We Like social rewards.!
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We value recogni?on and coopera?on!
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HUNT
SEARCH FOR
RESOURCES
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Stems from the hunt for food and resources!
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Hunt for variable material rewards!
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Hunt for variable informa?on rewards.!
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SELF
SELF-‐ACHIEVEMENT
SEARCH FOR
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Leveling-‐up reflects MASTERY and COMPETENCY.!
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Inbox or task management reflects CONSISTENCY and COMPLETION.!
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WARNING Variable rewards are not a free pass. Your product s?ll must address the itch.!
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Build variable rewards that scratch the users itch, but leave them wan?ng more.!
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Users “invest” for future benefits.
Social Capital
Money
Time Effort
Emotional Commitment Personal
Data
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Investments increase the likelihood of the next pass through the Hook in
TWO ways.!
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1.
INVESTMENTS LOAD THE
NEXT TRIGGER OF THE HOOK.
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Each new message posted on!
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is an open invita?on for an external trigger to be returned.!
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Loading the next trigger with Pin It bu_on !
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INVESTMENTS STORE VALUE, improving the product with use.!2.
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CONTENT
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DATA
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FOLLOWERS!
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REPUTATION
30
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Each pass through the Hook helps SHAPE USER PREFERENCES AND ATTITUDES.!
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That was a lot!
… more at: NirAndFar.com
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The HOOK Canvas
1. What internal trigger is the product addressing?
2. What external trigger gets the user to the product?
4. Is the reward fulfilling, yet leaves the user wan?ng more?
3. What is the simplest behavior in an?cipa?on of
reward?
5. What “bit of work” is done to increase the likelihood of
returning?
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THE MORALITY!
OF MANIPULATION
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Designing habit-‐forming products is a form of manipula?on.!
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Users take our technologies to bed.!
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They check our devices before saying “good morning” to loved ones.!
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Quite possibly, the
“CIGARETTE OF THIS CENTURY.” -‐ Ian Bogust!
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What !RESPONSIBILITY do we have when
changing user behavior?
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THE WORLD IS FULL OF PROBLEMS TO FIX.!
Help others find meaning. Engage them in something important.
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Build the
THE WORLD. you want to see in CHANGE
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Take the survey. Get the slides.
www.OpinionTo.Us
@nireyal www.NirAndFar.com