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Behavior by Design
Innovation NorwayMay 22, 2012
Nir EyalNirAndFar.com
@nireyal
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Who is this for?
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The frustrated creator
NirAndFar.com
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NirAndFar.com
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Me
NirAndFar.com
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NirAndFar.com
So I looked for patterns
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OMG? businesses
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Vitamins or painkillers?
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Selling painkillers
NirAndFar.com
- Obvious need - stop pain- Quantiable market- Monetizable
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NirAndFar.com
Selling vitamins
- Emotional need, not efcacy- Makes me feel good knowing...- Only viable business if habit
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Vitamins or painkillers?
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Habit whennot doing it
causes you pain.
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Habit-forming technology
Vitamin Painkiller
NirAndFar.com
Pleasure
seeking
Pain
alleviation
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Why am I here?
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1. Help you understandyour own behavior.
NirAndFar.com
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Access+ Speed+ Data
High addictive potentialNirAndFar.com
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Behavior engineering isa Super Power
... can be used for goodor evil.
NirAndFar.com
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2. Help you build stuff to hel us all.
NirAndFar.com
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"We wanted ying cars, insteadwe got 140 characters."
- Peter Thiel
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Nirs Rule:
Users interests=
Designers interestsNirAndFar.com
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Your challenge:
More distractions
Harder to nd new users Viral channels are dying
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Habit ScoreHighLow
V i r a l
C o e
f c
i e n t
( K )
Leaky Bucket Rocket Ship
CommitmentBusiness
GarbageK < 1
K >1
Facebook, Paypal, Pinterest
Evernote, Pandora, Amazon
Spammy apps
Habits > Viral
NirAndFar.com
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Evernote Smile Graph
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Too many great ideasdie before their time.
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Lets get started
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Automaticity
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What is automaticity for?
NirAndFar.com
- Ability to learn
- Saves energy of effort- Speeds decisions- Keeps us safe- Allows multitasking- Smaller heads
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How engineerautomaticit ?
NirAndFar.com
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The long way:Re etition
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The shortcut:Desire
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Desire engines create habits
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The Desire EngineTrigger Action
Var. RewardCommitment
External
Internal
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Can anything become a habit?Higher habit potential if:
- Fast cyclesComplete all four steps witheach visit
- Frequent revolutionsReward consistency andfrequency
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NirAndFar.com
Trigger
exam les?
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Trigger ExamplesExternal Internal
AlarmsAdvertising
Calls-to-actionEmailsStores
EmotionsRoutinesSituations
PlacesPeople
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DissatisedIndecisiveLostTenseFatiguedInferior
Negative emotions provideinternal triggers
BoredomLonesomeFearConfusionPowerlessnessDiscouraged
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Action
NirAndFar.com
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whendoing < thinking
=
action
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triggers
ability
B = m.a.t.
Fogg Behavior Model
m o t i v a t i o n
NirAndFar.com
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ability
Factors of abilityTimeMoneyPhysical effortBrain cyclesSocial devianceNon-routine
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m o t i v a t i o n
Motivators for
BehaviorSeek:
PleasureHope
Acceptance
Avoid:PainFear
Rejection
SensationAnticipation
Social Cohesion
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How likely is theintended action?
B = m.a.t.
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Sufcient motivation,high ability, clear triggers
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triggers =user experience
ability = product design
Behaviors into Actions
m o t i v a t i o n
= m a r
k e
t i n g
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Variable Reward
NirAndFar.comexam les?
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We crave predictability Variable rewards
drive us nuts Compulsion to make
sense of cause andeffect
Dopamine systemdrives the search
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Curious by nature
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The search for rewards
theHunt
theTribe
theSelf
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Search for SocialRewards
theTribe
- Acceptance- Sex- Power
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Search for Resources
theHunt
- Food- Money- Information
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Search for Sensation
theSelf
- Mastery- Consistency- Competency- Purpose
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Tribe, Hunt, or Self?
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Tribe, Hunt, or Self?
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Tribe, Hunt, or Self?
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Tribe, Hunt, or Self?
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Searching, searching andnever done
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Var Rewards Levers
Type Frequency
AmplitudeNirAndFar.com
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Commitment
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Commitment
Where user does abit of work.
Pays with time,money, social capital,
or data
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Commitments makethe next action
more likely.
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Little commitments,big results
Group 1:83% refused
Group 2:76% accepted
NirAndFar.comFreedman & Fraser, 1966
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Commitments areabout consistency of
self-image.
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FarmvilleT A
VRC
NirAndFar.com
????
Facebook feed, email ...
????
????
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FarmvilleT A
VRC
Play
NirAndFar.com
????
Facebook feed, email ...
????
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FarmvilleT A
VRC
Play
Points (hunt) Personalizedvirtual goods (self)
NirAndFar.com
????
Facebook feed, email ...
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FarmvilleT A
VRC
Play
Build farm Invite others Pay $
NirAndFar.com
Points (hunt) Personalizedvirtual goods (self)
Facebook feed, email ...
????
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FarmvilleT A
VRC
Facebook feed, email ...Play
Build farm Invite others Pay $
Boredom, lonesome,loss aversion = anxiety
NirAndFar.com
Points (hunt) Personalizedvirtual goods (self)
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EmailT A
VRC
Icon on phone
NirAndFar.com
???? ????
????
????
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EmailT A
VRC
Icon on phone Open unread
messages
NirAndFar.com
Tribe, hunt andself ????
????
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EmailT A
VRC
Icon on phone Open unread
messages
Write back
NirAndFar.com
Tribe, hunt andself
????
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EmailT A
VRC
Icon on phone Open unread
messages
Write back
Procrastinate, anxiety,thoughts of others....
NirAndFar.com
Tribe, hunt andself
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Use this for good.
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Desire Engine CanvasTrigger Action
Var. RewardCommitment
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How to use a
Desire Engine1. Think of what the INTERNAL TRIGGER will be. Whats the
existing habit youre attaching to?
2. Conrm the EXTERNAL TRIGGER touches the user nearthe existing habit. Ensure user understands what its for?
3. Prompt the intended ACTION - Make sure its very simpleand dened. 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 likelihoodof next cycle?
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To increase automaticity:- Increase speed through eachengine.- Increase number of engines inuser ow.- Keep steps of engine novel.
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To break automaticity:
- Remove the desire engine
altogether.- Create space between steps toslow engine.
- Allow novelty to decay, becomespredictable.
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Please raise your phonein the air.
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http://goo.gl/UEEX2(slides at end of survey)
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