building habits: keeping users engaged
TRANSCRIPT
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BUILDING HABITSKEEPING USERS ENGAGED
@MOSTGOODSALLY SHEPARD
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WHY BUILD HABITS?
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Downloads do not equal users.
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(top grossing apps)
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(top grossing apps)
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What makes these apps so successful?
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They develop habits with users.
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WHAT IS A HABIT?
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A habit is created when a behaviour is repeated.
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Behaviour = Motivation + Trigger + Action
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Core Motivators- seeking pleasure or avoiding pain - seeking hope and avoiding fear - seeking social acceptance while avoiding social rejection
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Habits act as a reflex to pain.
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Habit Hook1) Trigger 2) Action 3) Reward 4) Investment
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ACTIONTRIGGER
REWARDINVESTMENT
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👋
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What brings users to your app?
External trigger:
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♺
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ACTIONTRIGGER
REWARDINVESTMENT
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“the greatest return on investment will generally come from increasing a product’s ease-of-use."
-‘Hooked’
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List every step then remove as
many as possible
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ACTIONTRIGGER
REWARDINVESTMENT
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❤Variability
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ACTIONTRIGGER
REWARDINVESTMENT
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💰📊🕑🔨
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The investment should work towards improving their experience.
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“MAKE IT SO”
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Goal Action Trigger Reward Investment
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Start with the behaviour you want the user
to adopt.
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Action: ????
Goal: use app every day
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1) Understand reason for using app/feature. 2) List all steps. 3) Simplify by removing steps.
Action ⬌ Ability
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🕓💸💪🎓👮💾
⚠Time Money Physical
EffortBrain
CyclesSocial
DevianceNon-
routine
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Increase motivation with heuristics.
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The endowed progress effect.
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Triggers: getting their attention
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1st hurdle: enabling the trigger
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Make triggers easy to turn on and off.
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Reward: ❤ 🎁 ❤ 🎁 ❤
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Investment: sharing is caring…
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…but sharing too much is creepy.
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Hand-holding: Take the user through the hook.
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Misconceptions: cost, team, time.
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MEASURE & EVALUATE
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Find your leaks and fix them.
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Finding leaks: analytics are your friend.
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When adding analytics, make events that verify not just the success but also the failure of each user story.
Tip
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Define what an ideal user is, then look for patterns.
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Iterate, Iterate,Iterate.
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HABITS VS ADDICTION
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Manipulate for good.
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E V I LDON’T BE
👹
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SUMMARY
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Fix the leaks. Fix your analytics.
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📢 Get their attention
✅ Make it simple to do
💊 Alleviate their pain
🌱Give them some seeds
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E V I LDON’T BE
👹
seriously,
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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
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THANKS FOR LISTENING!@MOSTGOOD
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PLEASE LEAVE FEEDBACK :)
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QUESTIONS?I MIGHT HAVE SOME ANSWERS