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How To Drive User Engagement By Creating Habits

Presenter: Nir EyalAuthor, Speaker, Consultant at NirAndFar.com@nireyal

Hooked

@nireyal

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Products can profoundly

CHANGE OUR BEHAVIORS.#B2Conline

100’s of millions of users…

…and 100’s of millions of dollars.

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PA TT E

SNR

?

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I wrote this …

… more at: NirAndFar.com

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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.”

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Vitamins OR

Pain Killers?

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becomesPLEASURE SEEKINGbehavior

PAIN ALLEVIATINGbehavior

With habit-forming technology#B2Conline

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.

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We are not designing for addictionNOT must be in graphic

Do not design for addiction.#B2Conline

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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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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However, forming new habits is HARD WORK

AND EXCEPTIONALLY RARE.

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But if your business requires “unprompted user engagement,”

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A design pattern to helpFORM BETTER PRODUCT HYPOTHESES.

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BUILDING ISEXPENSIVE

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INCREASE YOUR ODDS OF SUCCESS. #B2Conline

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

ATARI

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HABITS ARE BUILT UPON like the layers of a pearl.

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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

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INTERNAL TRIGGERSThe information for what to do next is informed

through an association in the user’s memory.

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Negative emotions are POWERFUL INTERNAL TRIGGERS.

lost

indecisivetense

fatiguedinferior

bored

confused

fear of loss

dissatisfiedpowerless

discouraged

lonesome

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People who are DEPRESSED CHECK EMAIL MORE OFTEN.

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When we feel LONELY we use

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When we feel UNSURE we use

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When we are BORED we use

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Do you know your customer’s INTERNAL TRIGGER?

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What triggers make so habit-forming?

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external triggers

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of losing the moment.solves the pain

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But is also a social network.

Urge to preserve

Stressed

Lonely

CuriousInsecurity

Bored

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TheSIMPLEST ACTIONin anticipation of a reward.

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Scroll

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Search

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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

Seeking PLEASURE

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Avoiding FEAR #B2Conline

Seeking ACCEPTANCE

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ABILITYthe capacity to do a particular action

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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

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Simplicity is a function of

your scarcest

resource at that

moment.-BJ Fogg

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through the years

2009 2010 2011 2012 2013

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2009 2010 2011 2012 2013

#B2Conlinethrough the years

2009 2010 2011 2012 2013

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studied by Olds & Milner.

NUCLEUS It all starts with the

ACCUMBENS

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The nucleus accumens is activated when

we crave.

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Olds & Milner

Not exactly.

stimulatingpleasure?

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They were stimulating the STRESS OF DESIRE.

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Our reward system activates with anticipation

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… and calms when we get what we want.

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That’s the ITCHwe seek to SCRATCH.

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There is a way to supercharge the stress of desire.

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IS FASCINATING.THE UNKNOWN

Variability causes us to focus and engagement

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…and increases behavior.

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The nucleus acumens is stimulated by variability.

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3 types of VARIABLE REWARDS

TRIBE HUNT SELFHabit-forming tech uses 1 OR MORE

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TRIBE

SEARCH FORSOCIAL REWARDS

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partnershipempathetic joy

competition

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We Like social rewards.

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We LOVE our tribes.

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We value recognition and cooperation

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HUNT

SEARCH FORRESOURCES

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Stems from the hunt for food and resources

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Hunt for variable material rewards

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Hunt for variable material rewards

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Hunt for variable information rewards.

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Hunters on

scroll pages.

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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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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

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.

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

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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.

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Build the

THE WORLD.you want to see inCHANGE

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Read this …

… more at: NirAndFar.com

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Free OnDemand Webcast: How To Drive User Engagement By Creating Habits

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