nir eyal, designing for habit-formation, warmgun 2013

Download Nir Eyal, Designing for Habit-Formation, WarmGun 2013

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The Importance of User Behavior & Design Psychology

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  • h Hooked @nireyal k
  • Products can profoundly CHANGE OUR BEHAVIORS.
  • 100s of millions of users and 100s of millions of dollars.
  • ? NS T AT P R E
  • Vitamins OR Pain Killers?
  • PAIN KILLERS address a burning need.
  • VITAMINS are nice to have.
  • Vitamins OR Pain Killers?
  • With habit-forming technology PLEASURE SEEKING behavior becomes PAIN ALLEVIATING behavior
  • What do we mean by PAIN?
  • Close your eyes.
  • HOW DID YOU FEEL?
  • The SOLUTION TO OUR DISCOMFORT is found in the products use.
  • We are not designing for addiction Do not design bor agddiction. f e in raphic NOT must
  • habit A BEHAVIOR DONE WITH LITTLE OR NO CONSCIOUS THOUGHT
  • Habits can be used for good.
  • Harnessing HABITS can be VERY GOOD FOR BUSINESS.
  • If your business requires unprompted user engagement,
  • A design pattern to help FORM BETTER PRODUCT HYPOTHESES.
  • BUILDING IS EXPENSIVE
  • INCREASE YOUR ODDS OF SUCCESS.
  • h k The$HOOK$is$an$experience$designed$to$ connect$the$users$problem$to$your$solu7on.$
  • h with%enough%% FREQUENCY%% to%% FORM+A+HABIT.+ k
  • k h A"Hook"has"4"parts:"
  • A - A hook has 4 parts: T - Trigger A - Action R - Reward I - Investment
  • h k
  • HABITS ARE BUILT UPON like the layers of a pearl.
  • Triggers come in two flavors: EXTERNAL & INTERNAL
  • EXTERNAL TRIGGERS The information for what to do next is within the trigger. Billboards SO DA
  • INTERNAL TRIGGERS The information for what to do next is informed through an association in the users memory.
  • Negative emotions are POWERFUL INTERNAL TRIGGERS. lonesome indecisive powerless tense dissatisfied confused inferior fatigued discouraged fear of loss bored lost
  • People who are DEPRESSED CHECK EMAIL MORE OFTEN. Source: Kotikalapudi et al 2012
  • When we feel LONELY we use
  • When we feel UNSURE we use
  • When we are BORED we use
  • Do you know your customers INTERNAL TRIGGER?
  • What triggers make so habit-forming?
  • external triggers
  • solves the pain of losing the moment.
  • But is also a social network. Lonely Stresse d Urge to preserve Curious Insecurity Bored
  • h k
  • The SIMPLEST ACTION in anticipation of a reward.
  • Scroll
  • Search
  • Play
  • m According to BJ Fogg, for any behavior to occur, we need MOTIVATION, ABILITY, and a TRIGGER
  • moti vatio n THE ENERGY FOR ACTION -Edward Deci
  • 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
  • Seeking HOPE
  • Seeking PLEASURE
  • Seeking ACCEPTANCE
  • Avoiding FEAR
  • ABILITY the capacity to do a particular action
  • Time% $ Money% Physical%eort% % Six$factors$can$increase$or$decrease$ability. Brain%cycles% Social%deviance% Non8rou:ne% Source:%Dr.%BJ%Fogg,%Stanford%University%
  • NOVELTY IS A LIABILITY.
  • Level of of motivation and ability determines if action will occur. MOTIV ATION TRIGGER SUCCEEDS TRIGGER FAILS Fogg Behavior Model ABILIT Source: Dr. BJ Fogg, Stanford University
  • Simplicity is a function of your scarcest resource at that -BJ Fogg
  • through the years 2009 2010 2011 2012 2013
  • through the years 2009 2010 2011 2012 2013
  • through the years 2009 2010 2011 2012 2013
  • h k
  • Source: Olds and Milner, 1945 It all starts with the NUCLEUS ACCUMBENS studied by Olds & Milner.
  • The nucleus accumbens is activated when we crave.
  • Were Olds & Milner stimulatin g pleasure? Not exactly.
  • They were stimulating the STRESS OF DESIRE.
  • Our reward system activates with anticipation Source: Knutson et al 2001
  • and calms when we get what we want. Source: Knutson et al 2001
  • Thats the ITCH we seek to SCRATCH.
  • There is a way to supercharge the stress of desire.
  • THE UNKNOWN IS FASCINATING. Variability causes us to focus and engagement
  • and increases behavior.
  • The nucleus accumbens is stimulated by variability.
  • 3 types of VARIABLE REWARDS TRIBE HUNT SELF Habit-forming tech uses 1 OR MORE
  • SEARCH FOR SOCIAL REWARDS TRI
  • empath partner compet
  • We Like social rewards.
  • We value recognition and cooperation
  • SEARCH FOR RESOURCES HU