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Behavior by Design
University NowMay 17, 2012
Nir EyalNirAndFar.com
@nireyal
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How do companieshook users?
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Me
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I looked for patterns
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Vitamins or painkillers?
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Selling painkillers
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- Obvious need - stop pain- Quantifiable market- Monetizable
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Selling vitamins
- Not essential- Emotional need, not efficacy- Makes me feel good knowing...
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Habit whennot doing it
causes you pain.
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Habit-forming technology
Vitamin Painkiller
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Pleasure
seeking
Pain
alleviation
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Time for us to usethis for good
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Your challenge:
More distractions
Harder to find new usersViral channels are dying
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Too many great ideas
die before their time.
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Lets get started
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Automaticity
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What is automaticity for?
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- Ability to learn
- Saves energy of effort- Speeds decisions- Keeps us safe
- Allows multitasking- Smaller heads
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How engineerautomaticit ?
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The long way:Re etition
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The shortcut:Desire
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Desire engines create habits
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The Desire Engine
Trigger Action
Var. RewardCommitment
External
Internal
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Can anythingbecome a habit?Higher habit potential if:
- Fast cycles
Complete all four steps witheach visit
- Frequent revolutions
Reward consistency andfrequency for self-directedlearners
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Trigger
exam les?
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Trigger Examples
External Internal
AlarmsAdvertisingCalls-to-action
EmailsStores
EmotionsRoutinesSituations
PlacesPeople
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Dissatisfied
IndecisiveLostTense
FatiguedInferior
Negative emotions areinternal triggers
Boredom
LonesomeFearConfusion
PowerlessnessDiscouraged
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Action
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when
doing < thinking=
action
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triggers
ability
B = m.a.t.
Fogg Behavior Model
motivatio
n
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ability
Factors of abilityTimeMoneyPhysical effortBrain cyclesSocial devianceNon-routine
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motivatio
n
Motivators for
BehaviorSeek:
PleasureHope
Acceptance
Avoid:PainFear
Rejection
SensationAnticipation
Social Cohesion
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How likely is the
intended action?
B = m.a.t.
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Sufficient motivation,
high ability, clear triggers
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triggers =user experience
ability = product design
Behaviors into Actions
motivation
=marke
ting
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Variable Reward
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exam les?
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We crave predictability
Variable rewardsdrive us nuts
Compulsion to makesense of cause andeffect
Dopamine systemdrives the search
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Curious by nature
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The search for rewards
theHunt
theTribe
theSelf
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Search for Social
Rewards
theTribe
- Acceptance- Sex- Power
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Search for Resources
theHunt
- Food- Money- Information
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Search for Sensation
theSelf
- Mastery- Consistency- Competency- Purpose
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Tribe, Hunt, or Self?
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Tribe, Hunt, or Self?
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Tribe, Hunt, or Self?
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Tribe, Hunt, or Self?
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Searching, searching andnever done
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Var Rewards Levers
TypeFrequency
Amplitude
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Commitment
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Commitment
Where user does abit of work. Pays with time,
money, social capital,
or data
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Commitments makethe nextactionmore likely.
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Little commitments,
big results
Group 1:83% refused
Group 2:76% ACCEPTED!
NirAndFar.comFreedman & Fraser, 1966
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Commitments areabout consistency of
self-image.
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Farmville
T A
VRC
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????
Facebook feed, email ...
????
????
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Farmville
T A
VRC
Play
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????
Facebook feed, email ...
????
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Farmville
T A
VRC
Play
Points (hunt) Personalizedvirtual goods (self)
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????
Facebook feed, email ...
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Farmville
T A
VRC
Play
Build farm Invite others Pay $
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Points (hunt) Personalizedvirtual goods (self)
Facebook feed, email ...
????
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Farmville
T A
VRC
Facebook feed, email ...Play
Build farm Invite others Pay $
Boredom, lonesome,loss aversion = anxiety
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Points (hunt) Personalizedvirtual goods (self)
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Email
T A
VRC
Icon on phone
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???? ????
????
????
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Email
T A
VRC
Icon on phoneOpen unread
messages
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Tribe, hunt andself
????
????
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Email
T A
VRC
Icon on phoneOpen unread
messages
Write back
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Tribe, hunt andself
????
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Email
T A
VRC
Icon on phoneOpen unread
messages
Write back
Procrastinate, anxiety,thoughts of others....
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Tribe, hunt andself
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Now its your turn ...
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Desire Engine Canvas
Trigger Action
Var. RewardCommitment
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How to use a
Desire Engine1. Think of what the INTERNAL TRIGGER will be. Whats the
existing habit youre attaching to?
2. Confirm the EXTERNAL TRIGGER touches the user nearthe existing habit. Ensure user understands what its for?
3. Prompt the intended ACTION - Make sure its very simpleand defined. Ex - We want user to scroll
4. Add VARIABLE REWARDS - Mix the type (hunt, tribe, self),change frequency, and amplitude.
5. Ask for the COMMITMENT - Does it increase the likelihoodof next cycle?
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To increase automaticity:
- Increase speed through eachengine.- Increase frequency of engines in
users day.
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How can you alleviate pain?
Vitamin Painkiller
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Pleasureseeking
Painalleviation
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Please raise your phonein the air.
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Leave Feedback, Win a Prize!
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http://goo.gl/UEEX2(slides at end of survey)
Contact: [email protected]