h kHooked
@nireyal
Productscanprofoundly CHANGE OUR BEHAVIORS.
100’sofmillionsofusers…
…and100’sofmillionsofdollars.
A BEHAVIOR DONE WITH
CONSCIOUS THOUGHT
LITTLE OR NO hab·it
Habits can be used for good.
h kThe$HOOK$is$an$experience$designed$to$
connect$the$user’s$problem$to$your$solu7on.$
h kwith%enough%%
FREQUENCY%%
to%%FORM+A+HABIT.+
h kA"Hook"has"4"parts:"
EXTERNAL TRIGGERSTheinformationforwhattodonext
iswithinthetrigger.
Billboards SODA
INTERNAL TRIGGERSTheinformationforwhattodonextisinformed throughanassociationintheuser’smemory.
NegativeemotionsarePOWERFUL INTERNAL TRIGGERS.
lost
indecisivetense
fatiguedinferior
bored
confused
fearofloss
dissatisfiedpowerless
discouraged
lonesome
PeoplewhoareDEPRESSED CHECK EMAIL MORE OFTEN.Source: Kotikalapudi et al 2012
WhenwefeelLONELYweuse
WhenwefeelUNSUREweuse
WhenweareBOREDweuse
Do you know your customer’s INTERNAL TRIGGER?
Whattriggersmakesohabit-forming?
oflosingthemoment.solvesthepain
Butisalsoasocialnetwork.
Urge to preserve
Stressed
Lonely
CuriousFOMO
Bored
TheSIMPLEST BEHAVIOR
inanticipationofareward.
AccordingtoBJFogg,foranybehaviortooccur,weneedMOTIVATION, ABILITY, andaTRIGGER
b=m+a+t
“THE ENERGY FOR ACTION”mo·ti·va·tion
-Edward Deci
THERE ARE SIX FACTORS THAT CAN INCREASE MOTIVATION.
Seeking PleasureAvoiding PainSeeking HopeAvoiding FearSeeking AcceptanceAvoiding Rejection
Source:Dr.BJFogg,StanfordUniversity
ABILITYthe capacity to do a particular action
Time%
$ Six$factors$can$increase$or$decrease$ability.%
Money% Physical%effort%
Brain%cycles% Social%deviance% Non8rou:ne%
Source:%Dr.%BJ%Fogg,%Stanford%University%
FoggBehaviorModel
MOTIV
ATION
ABILITY
Level of motivation and ability determines if action will occur.
Source:Dr.BJFogg,StanfordUniversity
TRIGGER SUCCEEDS
TRIGGER FAILS
studiedbyOlds&Milner.
NUCLEUS Itallstartswiththe
ACCUMBENS
Source:OldsandMilner,1945
Thenucleusaccumbensisactivatedwhen
wecrave.
Olds & Milner
Not exactly.
stimulatingpleasure?
Were
TheywerestimulatingtheSTRESS OF DESIRE.
Ourrewardsystemactivateswithanticipation
Source:Knutsonetal2001
…andcalmswhenwegetwhatwewant.
Source:Knutsonetal2001
That’stheITCHweseektoSCRATCH.
Thereisawaytosuperchargethestressofdesire.
IS FASCINATING.THE UNKNOWN
Variabilitycausesustofocusandengage
…andincreasesbehavior.
Thenucleusaccumbensisstimulatedbyvariability.
3 types of VARIABLE REWARDS
TRIBE HUNT SELF
Habit-formingtechuses1 OR MORE
TRIBE
SEARCH FORSOCIAL REWARDS
partnershipempathetic joy competition
WeLikesocialrewards.
HUNT
SEARCH FORRESOURCES
Stemsfromthehuntforfoodandresources
Huntforvariablematerialrewards
Hunt forvariableinformation rewards.
SELF
SELF-ACHIEVEMENTSEARCH FOR
Leveling-upreflectsMASTERY and COMPETENCY.
InboxortaskmanagementreflectsCONSISTENCY and COMPLETION.
WARNINGVariablerewardsarenotafreepass.
Yourproductstillmustaddresstheitch.
Buildvariablerewardsthatscratchtheusersitch,butleavethemwantingmore.
Users“invest”forfuturebenefits.
Social Capital
Money
TimeEffort
Emotional CommitmentPersonal
Data
Investments increase the likelihood of the next pass
through the Hook in
TWO ways.
1.INVESTMENTS LOAD THE
NEXT TRIGGER OF THE HOOK.
Eachnewmessagepostedon
isanopeninvitationforanexternaltriggertobereturned.
INVESTMENTS STORE VALUE, improvingtheproductwithuse.2.
h kThe$HOOK$is$an$experience$designed$to$
connect$the$user’s$problem$to$your$solu7on.$
EachpassthroughtheHookhelpsSHAPE USER PREFERENCES AND ATTITUDES.
The HOOK Canvas
1.Whatinternaltriggeristheproductaddressing?2.Whatexternaltrigger
getstheusertotheproduct?
4.Istherewardfulfilling,yetleavestheuserwantingmore?
3.Whatisthesimplestbehaviorinanticipation
ofreward?
5.What“bitofwork”isdonetoincreasethelikelihoodof
returning?
THE MORALITYOF MANIPULATION
Designing habit-formingproductsisaformofmanipulation.
Userstakeourtechnologiestobed.
Theycheckourdevicesbeforesaying“goodmorning”tolovedones.
Quitepossibly,the“CIGARETTE OF THIS CENTURY.”- Ian Bogost
WhatRESPONSIBILITYdowehavewhen
changinguserbehavior?
THE WORLD IS FULL OF PROBLEMS TO FIX.
Helpothersfindmeaning.Engagetheminsomethingimportant.
WecanDESIGNHEALTHY HABITS
Photo: 7CupsOfTea.com
Buildthe
THE WORLD.youwanttoseeinCHANGE
h kTake the survey. Get the slides.
www.OpinionTo.Us
@nireyalwww.NirAndFar.com