Creating consumer habits drives HIGHER CUSTOMER LIFETIME VALUE (CLTV).
Creating consumer habits gives companies GREATER FLEXIBILITY TO INCREASE PRICES.
Creating consumer habits SUPERCHARGES GROWTH.
Creating consumer habits INCREASES DEFENSIBILITY.
HARD WORK However, forming new habits is
AND EXCEPTIONALLY RARE.
But 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
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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
Optimizing external triggers = Growth Hacking
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 Stressed Curious Urge to preserve Bored Insecurity
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The SIMPLEST ACTION in anticipation of a reward.
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According to BJ Fogg, for any behavior to occur, we need MOTIVATION, ABILITY, and a TRIGGER b=m+a+t
motivation 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
Level of of motivation and ability determines if action will occur. MOTIVATION TRIGGER SUCCEEDS TRIGGER FAILS Fogg Behavior Model ABILITY Source: Dr. BJ Fogg, Stanford University
Simplicity is a function of your scarcest resource at that moment. -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
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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 stimulating 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 TRIBE
empathetic joy partnership competition
We Like social rewards.
We LOVE our tribes.
We value recognition and cooperation
SEARCH FOR RESOURCES HUNT
Stems from the hunt for food and resources
Hunt for variable material rewards
Hunt for variable material rewards
Hunt for variable information rewards.
Hunters on scroll pages.
SEARCH FOR SELF-ACHIEVEMENT SELF
Leveling-up reflects MASTERY and COMPETENCY.
Inbox or task management reflects CONSISTENCY and COMPLETION.
WARNING Variable rewards are not a free pass. Your product still must address the itch.
Build variable rewards that scratch the users itch, but leave them wanting more.
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Users invest for future benefits. Money Social Capital Personal Data Time Emotional Commitment Effort
Investments increase the likelihood of the next pass through the Hook in TWO ways.
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.
Loading the next trigger with Pin It button
The Hook External Trigger: Facebook, Twitter, WOM Interesting objects (Hunt) Re-pin, follow, comment Scroll (Early User Consumer )
The Hook External Trigger: Emails and notifications Internal Trigger: Fear of losing content, boredom What did friend post? (Tribe) Interesting objects (Hunt) Install Pin It button, Pin, Re-pin, follow, comment (Experienced User Curators) Log-in
2. INVESTMENTS STORE VALUE, improving the product with use.
CONTENT
DATA
FOLLOWERS
REPUTATION 30
! INVESTMENTS! CREATES ! PREFERENCE.
We value things more when put work in them. 3rd Party Bids $0.05 Expert Origami $0.27 Source: Ariely, Mochon, and Norton, 2012 Self-made Origami $0.23
As we invest, we seek to be consistent with our past behaviors. Group 1 Group 2 Source: Freedman & Fraser, 1966 76% 17%
Changing attitude and perception to avoid COGNITIVE DISSONANCE. Source: Jon Esler, 1983
We change our preferences, tastes and attitudes.
h k The$HOOK$is$an$experience$designed$to$ connect$the$users$problem$to$your$solu7on.$
Each pass through the Hook helps SHAPE USER PREFERENCES AND ATTITUDES.
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A - A hook has 4 parts: T - Trigger A - Action R - Reward I - Investment
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? 5. What bit of work is done to increase the likelihood of returning? 3. What is the simplest behavior in anticipation of reward?
THE MORALITY OF 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 CHANGE you want to see in THE WORLD.
Read this more at: NirAndFar.com
h 1. Take the survey. k www.OpinionTo.Us ! 2. Get the slides. @nireyal www.nirandfar.com
