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Behavior engineering presentation for 500 Startups
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Behavior by Design
500 Startups April 17, 2012
Nir EyalNirAndFar.com
@nireyal
Who is this for?
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The frustrated entrepreneur
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Me
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So I looked for patterns
“WTF? businesses”
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Vitamins or painkillers?
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Selling painkillers
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- Obvious need - stop pain- Quantifiable market- Monetizable
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Selling vitamins
- Emotional need, not efficacy- “Makes me feel good knowing...”- Only viable business if habit
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Vitamins or painkillers?
It’s a habit when not doing it
causes you pain.
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Habit-forming technology
Vitamin Painkiller
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Pleasure seeking
Pain alleviation
Why am I here?
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1. Help you understand your own behavior.
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Access+ Speed + Data
High addictive potential
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Behavior engineering is a Super Power
... can be used for good or evil.
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2. Help you build stuff to help us all.
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"We wanted flying cars, instead we got 140 characters." - Peter Thiel
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Nir’s Rule:Users’ interests
=Designer’s interests
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Your challenge:• More distractions• Harder to find new users• Viral channels are dying
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Habit ScoreHighLow
Vir
al
Coe
ffici
ent
(K)
Leaky Bucket Rocket Ship
Commitment Business
Garbage
K < 1
K >1
Facebook, Paypal, Pinterest
Evernote, Pandora, Amazon
Spammy apps
Habits > Viral
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Evernote Smile Graph
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Let’s get started
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Automaticity:a powerful mental
shortcut
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How engineer automaticity?
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Create desire
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Desire engines create habits
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The Desire EngineTrigger Action
Var. RewardCommitment
ExternalInternal
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Trigger
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Trigger ExamplesExternal Internal
AlarmsAdvertising
Calls-to-actionEmailsStores
EmotionsRoutinesSituations
PlacesPeople
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Action
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whendoing < thinking
= action
triggers
ability
B = m.a.t.
Fogg Behavior Modelm
otiv
atio
n
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triggers = user experience
ability = product design
Behaviors into Actionsm
otiv
atio
n=
mar
ketin
g
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Variable Reward
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We crave predictability
• Variable rewards drive us nuts
• Compulsion to make sense of cause and effect
• Dopamine system drives the search
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Curious by nature
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The search for rewards
the Hunt
the Tribe
the Self
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Search for Social Rewards
theTribe
- Acceptance- Sex- Power
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Search for Resources
theHunt
- Food- Money- Information
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Search for Sensation
theSelf
- Sensory- Mastery- Consistency
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Tribe, Hunt, or Self?
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Tribe, Hunt, or Self?
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Tribe, Hunt, or Self?
• Searching, searching and never done
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Var Rewards Levers
•Type
•Frequency
•Amplitude
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Commitment
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Commitment
• Where user does a bit of “work.”
• “Pays” with time, money, social capital, or data
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Commitments make the next action
more likely.
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Little commitments, big results
Group 1: 83% refused
Group 2: 76% accepted
NirAndFar.comFreedman & Fraser, 1966
Commitments are about consistency of
self-image.
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FarmvilleT A
VRC
Play
• Points (hunt)• Personalized virtual goods (self)
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????
Facebook feed, email ...
FarmvilleT A
VRC
Play
• Build farm• Invite others• Pay $
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• Points (hunt)• Personalized virtual goods (self)
Facebook feed, email ...
FarmvilleT A
VRC
Facebook feed, email ...Play
• Build farm• Invite others• Pay $
Boredom, lonesome,loss aversion = anxiety
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• Points (hunt)• Personalized virtual goods (self)
EmailT A
VRC
Icon on phoneOpen unread messages
Write back
Want to procrastinate, bored, lonesome...
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Tribe, hunt and self
Use this for good.
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Desire Engine CanvasTrigger Action
Var. RewardCommitment
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How to use a Desire Engine
1. Think of what the INTERNAL TRIGGER will be. What’s the existing habit you’re attaching to?
2. Confirm the EXTERNAL TRIGGER touches the user near the existing habit. Ensure user understands “what it’s for?”
3. Prompt the intended ACTION - Make sure it’s very simple and defined. Ex - We want user to scroll
4. Add VARIABLE REWARDS - Mix the type (hunt, tribe, self), change frequency, and amplitude.
5. Ask for the COMMITMENT - Does it increase the likelihood of next cycle?
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To increase automaticity:
- Increase speed through each engine.- Increase number of engines in user flow.- Keep steps of engine novel.
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To break automaticity:
- Remove the desire engine altogether.- Create space between steps to slow engine.- Allow novelty to decay, becomes predictable.
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