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h k Hooked @nireyal

Nir Eyal, Designing for Habit-Formation, WarmGun 2013

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Page 1: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

h kHooked

@nireyal

Page 2: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

Products  can  profoundly   CHANGE  OUR  BEHAVIORS.

Page 3: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

100’s  of  millions  of  users…

…and  100’s  of    millions  of  dollars.

Page 4: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

PA TT E

SNR

?

Page 5: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

Vitamins ORPain Killers?

Page 6: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

PAIN  KILLERS  address  a  burning  need.

Page 7: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

VITAMINS  are    “nice  to  have.”

Page 8: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

Vitamins ORPain Killers?

Page 9: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

becomesPLEASURE  SEEKINGbehavior

PAIN  ALLEVIATINGbehavior

With  habit-­‐forming  technology

Page 10: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

What  do  we  mean  by  PAIN?  

Page 11: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

Close  your  eyes.

Page 12: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

HOW DID YOU FEEL?

Page 13: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

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

Page 14: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

We  are  not  designing  for  addiction  NOT  must  be  in  graphic  Do  not  design  for  addiction.

Page 15: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

A  BEHAVIOR  DONE  WITH

CONSCIOUS  THOUGHT

LITTLE  OR  NO  hab·it

Page 16: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

Habits  can  be  used  for  good.

Page 17: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

Harnessing  

VERY  GOODHABITS  can  be  

FOR  BUSINESS.

Page 18: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

If  your  business  requires    “unprompted  user  engagement,”

Page 19: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

A  design  pattern  to  helpFORM  BETTER  PRODUCT  HYPOTHESES.

Page 20: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

BUILDING  ISEXPENSIVE      

Page 21: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

INCREASE  YOUR  ODDS  OF  SUCCESS.

Page 22: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

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

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

Page 23: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

h kwith%enough%%

FREQUENCY%%

to%%FORM+A+HABIT.+

Page 24: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

h kA"Hook"has"4"parts:"

Page 25: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

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

A  

T  A  

R  I

Page 26: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

h k

Page 27: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

HABITS  ARE  BUILT  UPON  like  the  layers  of  a  pearl.

Page 28: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

Triggers  come  in  two  flavors:EXTERNAL  &  INTERNAL

Page 29: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

EXTERNAL  TRIGGERSThe  information  for  what  to  do  next    

is  within  the  trigger.

Billboards SODA

Page 30: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

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

Page 31: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

Negative  emotions  are  POWERFUL  INTERNAL  TRIGGERS.

lost

indecisivetense

fatiguedinferior

bored

confused

fear  of  loss

dissatisfiedpowerless

discouraged

lonesome

Page 32: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

People  who  are  DEPRESSED  CHECK  EMAIL  MORE  OFTEN.    Source:  Kotikalapudi  et  al  2012

Page 33: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

When  we  feel  LONELY  we  use

Page 34: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

When  we  feel  UNSURE  we    use                                                

Page 35: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

When  we  are  BORED  we  use                                      

Page 36: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

Do you know your customer’s INTERNAL TRIGGER?

Page 37: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

What  triggers  make                                                  so  habit-­‐forming?

Page 38: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

 external  triggers

Page 39: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

of  losing  the  moment.solves  the  pain

Page 40: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

But                                                is  also  a  social  network.

Urge to preserve

Stressed

Lonely

CuriousInsecurity

Bored

Page 41: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

h k

Page 42: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

TheSIMPLEST  ACTIONin  anticipation  of  a  reward.

Page 43: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

Scroll

Page 44: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

Search

Page 45: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

Play

Page 46: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

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

b=m+a

Page 47: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

“THE  ENERGY  FOR  ACTION”mo·ti·va·tion

-­‐Edward  Deci

Page 48: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

THERE  ARE  SIX  FACTORS  THAT  CAN  INCREASE  MOTIVATION.

Seeking Pleasure Avoiding PainSeeking Hope Avoiding FearSeeking Acceptance Avoiding Rejection

Source:  Dr.  BJ  Fogg,  Stanford  University    

Page 49: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

Seeking  HOPE

Page 50: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

Seeking  PLEASURE

Page 51: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

Seeking  ACCEPTANCE

Page 52: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

Avoiding  FEAR

Page 53: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

ABILITYthe capacity to do a particular action

Page 54: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

Time%

$ Six$factors$can$increase$or$decrease$ability.%

Money% Physical%effort%

Brain%cycles% Social%deviance% Non8rou:ne%

Source:%Dr.%BJ%Fogg,%Stanford%University%

Page 55: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

NOVELTY  IS  A  LIABILITY.

Page 56: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

Fogg  Behavior  Model

MO

TIV

ATIO

N

ABILITY

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

Source:  Dr.  BJ  Fogg,  Stanford  University

TRIGGER   SUCCEEDS

TRIGGER   FAILS

Page 57: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

Simplicity is a

function of your scarcest resource at that

moment. -­‐BJ  Fogg

Page 58: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

through  the  years

2009 2010 2011 2012 2013

Page 59: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

2009 2010 2011 2012 2013

through  the  years

Page 60: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

2009 2010 2011 2012 2013

through  the  years

Page 61: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

h k

Page 62: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

studied  by  Olds  &  Milner.

NUCLEUS  It  all  starts  with  the

ACCUMBENS

   Source:  Olds  and  Milner,  1945

Page 63: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

The  nucleus  accumbens  is  activated  when  

we  crave.

Page 64: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

Olds & Milner

Not exactly.

stimulatingpleasure?

Were

Page 65: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

They  were  stimulating  the  STRESS  OF  DESIRE.

Page 66: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

Our  reward  system  activates  with  anticipation

Source:  Knutson  et  al  2001    

Page 67: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

…  and  calms  when  we  get  what  we  want.

Source:  Knutson  et  al  2001

Page 68: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

That’s  the  ITCHwe  seek  to  SCRATCH.

Page 69: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

There  is  a  way  to  supercharge  the  stress  of  desire.

Page 70: Nir Eyal, Designing for Habit-Formation, WarmGun 2013
Page 71: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

IS  FASCINATING.THE  UNKNOWN

Variability  causes  us  to    focus  and  engagement

Page 72: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

…and  increases  behavior.

Page 73: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

The  nucleus  accumbens  is  stimulated  by  variability.

Page 74: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

3  types  of  VARIABLE  REWARDS

TRIBE HUNT SELF

Habit-­‐forming  tech  uses  1  OR  MORE

Page 75: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

TRIBE

SEARCH  FORSOCIAL  REWARDS

Page 76: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

partnership

empathetic joy

competition

Page 77: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

We  Like  social  rewards.

Page 78: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

We  value  recognition  and  cooperation

Page 79: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

HUNT

SEARCH  FORRESOURCES

Page 80: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

Stems  from  the  hunt  for  food  and  resources

Page 81: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

Hunt  for  variable  material  rewards

Page 82: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

Hunt   for  variable  information   rewards.

Page 83: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

Hunters  on

scroll  pages.

Page 84: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

SELF

SELF-­‐ACHIEVEMENTSEARCH  FOR

Page 85: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

Leveling-­‐up  reflects  MASTERY  and  COMPETENCY.

Page 86: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

Inbox  or  task  management  reflects  CONSISTENCY  and  COMPLETION.

Page 87: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

WARNINGVariable  rewards  are  not  a  free  pass.  

Your  product  still  must  address  the  itch.

Page 88: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

h k

Page 89: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

Users  “invest”  for  future  benefits.

Social Capital

Money

TimeEffort

Emotional Commitme

ntPersonal

Data

Page 90: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

Investments increase the likelihood of the next pass

through the Hook in

TWOways.

Page 91: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

1.INVESTMENTS  LOAD  THE  NEXT  TRIGGER                OF  THE  HOOK.

Page 92: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

Each  new  message  posted  on

Page 93: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

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

Page 94: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

Investing  in  Refresh,  loads  the  next  trigger

Page 95: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

Loading  the  next  trigger  with  Pin  It  button  

Page 96: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

INVESTMENTS  STORE  VALUE,  erecting  barriers  to  exit.2.

Page 97: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

CONTENT

Page 98: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

DATA

Page 99: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

FOLLOWERS

Page 100: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

REPUTATION

30

Page 101: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

!INVESTMENTS!

CREATES !PREFERENCE.

Page 102: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

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

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

Page 103: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

h kWith%enough%frequency,%

A"HABIT"IS"FORMED."

Page 104: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

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

A  

T  A  

R  I

Page 105: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

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?

Page 106: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

THE  MORALITYOF  MANIPULATION

Page 107: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

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

Page 108: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

What  RESPONSIBILITY  do  we  have  when  

changing  user  behavior?

Page 109: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

THE  WORLD  IS  FULL  OF  PROBLEMS  TO  FIX.

Help  others  find  meaning.  Engage  them  in  something  important.

Page 110: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

Build  the  

THE  WORLD.you  want  to  see  inCHANGE

Page 111: Nir Eyal, Designing for Habit-Formation, WarmGun 2013

h k1.  Take  the  survey.  

www.OpinionTo.Us  !

2.  Get  the  slides.

@nireyal  www.nirandfar.com