how to drive user engagement by creating habits
DESCRIPTION
In an age of ever-increasing distractions, quickly creating customer habits is an important characteristic of successful products. How do companies create products people use every day? What are the secrets of building services customers love? How can designers create products compelling enough to “hook” users? Companies need to know how to harness the power of hooks to improve peoples’ lives. This presentation provides a powerful toolkit and framework for creating better products.TRANSCRIPT
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#B2Conline
How To Drive User Engagement By Creating Habits
Presenter: Nir EyalAuthor, Speaker, Consultant at NirAndFar.com@nireyal
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Hooked
@nireyal
#B2Conline
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Products can profoundly
CHANGE OUR BEHAVIORS.#B2Conline
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100’s of millions of users…
…and 100’s of millions of dollars.
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PA TT E
SNR
?
#B2Conline
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I wrote this …
… more at: NirAndFar.com
#B2Conline
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Vitamins OR
Pain Killers?
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PAIN KILLERS address a burning need.
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VITAMINS are “nice to have.”
#B2Conline
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Vitamins OR
Pain Killers?
#B2Conline
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becomesPLEASURE SEEKINGbehavior
PAIN ALLEVIATINGbehavior
With habit-forming technology#B2Conline
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What do we mean by PAIN?
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Close your eyes.
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HOW DID YOU FEEL?
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When we FEEL AN ITCHwe seek to SCRATCH IT.
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The SOLUTION TO OUR DISCOMFORT is found in the product’s use.
#B2Conline
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We are not designing for addictionNOT must be in graphic
Do not design for addiction.#B2Conline
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A BEHAVIOR DONE WITH
CONSCIOUS THOUGHT
LITTLE OR NO hab·it
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HEALTHTAP
REVPOCKET
BIA
LUMO
7 CUPS
EMODT
PANTRY LABS
Habits can be used for good.
REFRESH.IO
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#B2Conline
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1. FREQUENCY
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2. ATTITUDE CHANGE
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Harnessing
VERY GOOD
HABITS can be
FOR BUSINESS.
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#B2Conline
However, forming new habits is HARD WORK
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AND EXCEPTIONALLY RARE.
#B2Conline
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But if your business requires “unprompted user engagement,”
#B2Conline
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A design pattern to helpFORM BETTER PRODUCT HYPOTHESES.
#B2Conline
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BUILDING ISEXPENSIVE
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INCREASE YOUR ODDS OF SUCCESS. #B2Conline
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#B2Conline
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#B2Conline
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#B2Conline
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- A hook has 4 parts:- Trigger- Action- Reward- Investment
ATARI
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#B2Conline
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HABITS ARE BUILT UPON like the layers of a pearl.
#B2Conline
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Triggers come in two flavors:
EXTERNAL & INTERNAL
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EXTERNAL TRIGGERSThe information for what to do next
is within the trigger.
BillboardsSODA
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Optimizing external triggers = Growth Hacking
#B2Conline
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INTERNAL TRIGGERSThe information for what to do next is informed
through an association in the user’s memory.
#B2Conline
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Negative emotions are POWERFUL INTERNAL TRIGGERS.
lost
indecisivetense
fatiguedinferior
bored
confused
fear of loss
dissatisfiedpowerless
discouraged
lonesome
#B2Conline
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People who are DEPRESSED CHECK EMAIL MORE OFTEN.
#B2Conline
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When we feel LONELY we use
#B2Conline
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When we feel UNSURE we use
#B2Conline
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When we are BORED we use
#B2Conline
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Do you know your customer’s INTERNAL TRIGGER?
#B2Conline
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What triggers make so habit-forming?
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external triggers
#B2Conline
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of losing the moment.solves the pain
#B2Conline
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But is also a social network.
Urge to preserve
Stressed
Lonely
CuriousInsecurity
Bored
#B2Conline
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#B2Conline
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TheSIMPLEST ACTIONin anticipation of a reward.
#B2Conline
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Scroll
#B2Conline
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Search
#B2Conline
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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 PleasureAvoiding PainSeeking HopeAvoiding FearSeeking AcceptanceAvoiding Rejection
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Seeking HOPE #B2Conline
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Seeking PLEASURE
#B2Conline
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Avoiding FEAR #B2Conline
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Seeking ACCEPTANCE
#B2Conline
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ABILITYthe capacity to do a particular action
#B2Conline
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#B2Conline
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Fogg Behavior Model
MO
TIV
ATIO
N
ABILITY
Level of motivation and ability determines if action will occur.
TRIGGER SUCCEEDS
TRIGGER FAILS
#B2Conline
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Simplicity is a function of
your scarcest
resource at that
moment.-BJ Fogg
#B2Conline
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through the years
2009 2010 2011 2012 2013
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2009 2010 2011 2012 2013
#B2Conlinethrough the years
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2009 2010 2011 2012 2013
#B2Conlinethrough the years
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#B2Conline
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studied by Olds & Milner.
NUCLEUS It all starts with the
ACCUMBENS
#B2Conline
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The nucleus accumens is activated when
we crave.
#B2Conline
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Olds & Milner
Not exactly.
stimulatingpleasure?
Were#B2Conline
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They were stimulating the STRESS OF DESIRE.
#B2Conline
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Our reward system activates with anticipation
#B2Conline
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… and calms when we get what we want.
#B2Conline
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That’s the ITCHwe seek to SCRATCH.
#B2Conline
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There is a way to supercharge the stress of desire.
#B2Conline
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#B2Conline
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IS FASCINATING.THE UNKNOWN
Variability causes us to focus and engagement
#B2Conline
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…and increases behavior.
#B2Conline
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The nucleus acumens is stimulated by variability.
#B2Conline
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3 types of VARIABLE REWARDS
TRIBE HUNT SELFHabit-forming tech uses 1 OR MORE
#B2Conline
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TRIBE
SEARCH FORSOCIAL REWARDS
#B2Conline
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partnershipempathetic joy
competition
#B2Conline
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We Like social rewards.
#B2Conline
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We LOVE our tribes.
#B2Conline
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We value recognition and cooperation
#B2Conline
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HUNT
SEARCH FORRESOURCES
#B2Conline
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Stems from the hunt for food and resources
#B2Conline
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Hunt for variable material rewards
#B2Conline
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Hunt for variable material rewards
#B2Conline
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Hunt for variable information rewards.
#B2Conline
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Hunters on
scroll pages.
#B2Conline
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SELF
SELF-ACHIEVEMENTSEARCH 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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WARNINGVariable rewards are not a free pass.
Your product still must address the itch.
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Build variable rewards that scratch the users itch, but leave them wanting more.
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#B2Conline
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Users “invest” for future benefits.
SocialCapital
Money
TimeEffort
EmotionalCommitme
nt
Personal Data
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Investments increase the likelihood of the next pass
through the Hook in
TWOways.
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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 invitation for an external trigger to be returned.
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Loading the next trigger with Pin It button
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External Trigger: Facebook, Twitter, WOM Interesting objects (Hunt)
ScrollRe-pin, follow, comment
The Hook
(Early User – “Consumer” )
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What did friend post? (Tribe)Interesting objects (Hunt)
Log-inInstall Pin It button, Pin,
Re-pin, follow, comment
(Experienced User – “Curators”)
External Trigger: Emails and notifications
Internal Trigger:Fear of losing content, boredom
The Hook#B2Conline
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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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30
REPUTATION
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INVESTMENTS
CREATES PREFERENCE.
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Self-made Origami
$0.23
3rd Party Bids
$0.05
We value things more when
Expert Origami
$0.27
put work in them.
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Group 1
76%
Group 2
17%
As we invest, we seek to be consistent with our past behaviors.
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Changing attitude and perception to avoid COGNITIVE DISSONANCE.
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We change our preferences, tastes and attitudes.
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#B2Conline
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Each pass through the Hook helps SHAPE USER PREFERENCES AND ATTITUDES.
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#B2Conline
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- A hook has 4 parts:- Trigger- Action- Reward- Investment
ATARI
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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 wanting more?
3. What is the simplest behavior in anticipation
of reward?
5. What “bit of work” is done to increase the likelihood of
returning?
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THE MORALITYOF MANIPULATION
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Designing habit-forming products is a form of manipulation.
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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.
#B2Conline
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Build the
THE WORLD.you want to see inCHANGE
#B2Conline
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Read this …
… more at: NirAndFar.com
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