nir eyal - hooked

h kHooked

@nireyal

Products can profoundly CHANGE OUR BEHAVIORS.

100’s of millions of users…

…and 100’s of millions of dollars.

PA TT E

SNR

?

Vitamins ORPain Killers?

PAIN KILLERS address a burning need.

VITAMINS are “nice to have.”

Vitamins ORPain Killers?

becomesPLEASURE SEEKINGbehavior

PAIN ALLEVIATINGbehavior

With habit-‐forming technology

What do we mean by PAIN?

Close your eyes.

HOW DID YOU FEEL?

When we FEEL AN ITCHwe seek to SCRATCH IT.

The SOLUTION TO OUR DISCOMFORT is found in the product’s use.

We are not designing for addiction NOT must be in graphic

Do not design for addiction.

A BEHAVIOR DONE WITH

CONSCIOUS THOUGHT

LITTLE OR NO hab·it

Habits can be used for good.

1. FREQUENCY

Source: Judah, G; Gardner, B; Aunger, R; 2013

2. ATTITUDE CHANGE Source: Judah, G; Gardner, B; Aunger, R; 2013

Harnessing

VERY GOODHABITS can be

FOR BUSINESS.

Creating consumer habits drives

HIGHER CUSTOMERLIFETIME VALUE (CLTV).

Creating consumer habits gives companies GREATER FLEXIBILITYTO INCREASE PRICES.

Creating consumer habits

SUPERCHARGESGROWTH.

Creating consumer habits

INCREASES DEFENSIBILITY.

However, forming new habits is HARD WORK

AND EXCEPTIONALLY RARE.

But if your business requires “unprompted user engagement,”

A design pattern to helpFORM BETTER PRODUCT HYPOTHESES.

BUILDING ISEXPENSIVE

INCREASE YOUR ODDS OF SUCCESS.

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:"

-‐ A hook has 4 parts: -‐ Trigger -‐ Action -‐ Reward -‐ Investment

A

T A

R I

HABITS ARE BUILT UPON like the layers of a pearl.

Triggers come in two flavors:EXTERNAL & INTERNAL

EXTERNAL TRIGGERSThe information for what to do next

is within the trigger.

Billboards SODA

Optimizing external triggers = Growth Hacking

INTERNAL TRIGGERSThe information for what to do next is informed through an association in the user’s memory.

Negative emotions are POWERFUL INTERNAL TRIGGERS.

lost

indecisivetense

fatiguedinferior

bored

confused

fear of loss

dissatisfiedpowerless

discouraged

lonesome

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 customer’s INTERNAL TRIGGER?

What triggers make so habit-‐forming?

external triggers

of losing the moment.solves the pain

But is also a social network.

Urge to preserve

Stressed

Lonely

CuriousInsecurity

Bored

TheSIMPLEST ACTIONin anticipation of a reward.

Scroll

Search

According to BJ Fogg, for any behavior to occur, we need MOTIVATION, ABILITY, and a TRIGGER

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 Fear Seeking AcceptanceAvoiding Rejection

Source: Dr. BJ Fogg, Stanford University

Seeking HOPE

Seeking PLEASURE

Avoiding FEAR

Seeking ACCEPTANCE

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%

NOVELTY IS A LIABILITY.

Fogg Behavior Model

MOTIV

ATION

ABILITY

Level of of motivation and ability determines if action will occur.

Source: Dr. BJ Fogg, Stanford University

TRIGGER SUCCEEDS

TRIGGER FAILS

Simplicity is a function of your

scarcest resource at that moment.

-‐BJ Fogg

Move abilitybefore motivation.

Focus on simplicity.

through the years

2009 2010 2011 2012 2013

2009 2010 2011 2012 2013

through the years

studied by Olds & Milner.

NUCLEUS It all starts with the

ACCUMBENS

Source: Olds and Milner, 1945

The nucleus accumbens is activated when

we crave.

Olds & Milner

Not exactly.

stimulatingpleasure?

Were

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

That’s the ITCHwe seek to SCRATCH.

There is a way to supercharge the stress of desire.

IS FASCINATING.THE UNKNOWN

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

TRIBE

SEARCH FORSOCIAL REWARDS

partnershipempathetic joy competition

We Like social rewards.

We LOVE our tribes.

We value recognition and cooperation

HUNT

SEARCH FORRESOURCES

Stems from the hunt for food and resources

Hunt for variable material rewards

Hunt for variable information rewards.

Hunters on

scroll pages.

SELF

SELF-‐ACHIEVEMENTSEARCH FOR

Leveling-‐up reflects MASTERY and COMPETENCY.

Inbox or task management reflects CONSISTENCY and COMPLETION.

WARNINGVariable rewards are not a free pass.

Your product still must address the itch.

Build variable rewards that satiate the users itch, but leave them wanting more.

Users “invest” for future benefits.

Social Capital

Money

TimeEffort

Emotional CommitmentPersonal

Data

Investments increase the likelihood of the next pass

through the Hook in

TWOways.

1.INVESTMENTS LOAD THE NEXT TRIGGER OF THE HOOK.

Each new message posted on

is an open invitation for an external trigger to be returned.

Investing in Refresh, loads the next trigger

Loading the next trigger with Pin It button

External Trigger: Facebook, Twitter, WOM Interesting objects (Hunt)

ScrollRe-‐pin, follow, comment

The Hook

(Early User – “Consumer” )

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

INVESTMENTS STORE VALUE, erecting barriers to exit.2.

CONTENT

FOLLOWERS

REPUTATION

30

!INVESTMENTS!

CREATES !PREFERENCE.

Self-made Origami

$0.23

3rd Party Bids

$0.05

We value things more when

Expert Origami

$0.27

put work in them.

Source: Ariely, Mochon, and Norton, 2012

Group 1 76%

Group 2 17%

As we invest, we seek to be consistent with our past behaviors.

Source: Freedman & Fraser, 1966

Source: Jon Esler, 1983

Changing attitude and perception to avoid COGNITIVE DISSONANCE.

We change our preferences, tastes and attitudes.

h kThe$HOOK$is$an$experience$designed$to$

connect$the$user’s$problem$to$your$solu7on.$

Each pass through the Hook helps SHAPE USER PREFERENCES AND ATTITUDES.

h kWith%enough%frequency,%

A"HABIT"IS"FORMED."

-‐ A hook has 4 parts: -‐ Trigger -‐ Action -‐ Reward -‐ Investment

A

T A

R I

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?

THE MORALITYOF MANIPULATION

Designing habit-‐forming products is a form of manipulation.

Users take our technologies to bed.

They check our devices before saying “good morning” to loved ones.

Quite possibly, the “CIGARETTE OF THIS CENTURY.”-‐ Ian Bogust

What RESPONSIBILITY do we have when

changing user behavior?

THE WORLD IS FULL OF PROBLEMS TO FIX.

Help others find meaning. Engage them in something important.

Build the

THE WORLD.you want to see inCHANGE

h k1. Take the survey.

www.OpinionTo.Us !

2. Get the slides.

@nireyal www.nirandfar.com

nir eyal - hooked

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