h kHooked

@nireyal

Productscanprofoundly CHANGE OUR BEHAVIORS.

PA TT E

SNR

?

100’sofmillionsofusers…

…and100’sofmillionsofdollars.

A BEHAVIOR DONE WITH

CONSCIOUS THOUGHT

LITTLE OR NO hab·it

Habits can be used for good.

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

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

h kwith%enough%%

FREQUENCY%%

to%%FORM+A+HABIT.+

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

h k

EXTERNAL TRIGGERSTheinformationforwhattodonext

iswithinthetrigger.

Billboards SODA

INTERNAL TRIGGERSTheinformationforwhattodonextisinformed throughanassociationintheuser’smemory.

NegativeemotionsarePOWERFUL INTERNAL TRIGGERS.

lost

indecisivetense

fatiguedinferior

bored

confused

fearofloss

dissatisfiedpowerless

discouraged

lonesome

PeoplewhoareDEPRESSED CHECK EMAIL MORE OFTEN.Source: Kotikalapudi et al 2012

WhenwefeelLONELYweuse

WhenwefeelUNSUREweuse

WhenweareBOREDweuse

Do you know your customer’s INTERNAL TRIGGER?

Whattriggersmakesohabit-forming?

externaltriggers

oflosingthemoment.solvesthepain

Butisalsoasocialnetwork.

Urge to preserve

Stressed

Lonely

CuriousFOMO

Bored

h k

TheSIMPLEST BEHAVIOR

inanticipationofareward.

Scroll

Search

Play

AccordingtoBJFogg,foranybehaviortooccur,weneedMOTIVATION, ABILITY, andaTRIGGER

b=m+a+t

“THE ENERGY FOR ACTION”mo·ti·va·tion

-Edward Deci

THERE ARE SIX FACTORS THAT CAN INCREASE MOTIVATION.

Seeking PleasureAvoiding PainSeeking HopeAvoiding FearSeeking AcceptanceAvoiding Rejection

Source:Dr.BJFogg,StanfordUniversity

ABILITYthe capacity to do a particular action

Time%

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

Money% Physical%effort%

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

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

FoggBehaviorModel

MOTIV

ATION

ABILITY

Level of motivation and ability determines if action will occur.

Source:Dr.BJFogg,StanfordUniversity

TRIGGER SUCCEEDS

TRIGGER FAILS

h k

studiedbyOlds&Milner.

NUCLEUS Itallstartswiththe

ACCUMBENS

Source:OldsandMilner,1945

Thenucleusaccumbensisactivatedwhen

wecrave.

Olds & Milner

Not exactly.

stimulatingpleasure?

Were

TheywerestimulatingtheSTRESS OF DESIRE.

Ourrewardsystemactivateswithanticipation

Source:Knutsonetal2001

…andcalmswhenwegetwhatwewant.

Source:Knutsonetal2001

That’stheITCHweseektoSCRATCH.

Thereisawaytosuperchargethestressofdesire.

IS FASCINATING.THE UNKNOWN

Variabilitycausesustofocusandengage

…andincreasesbehavior.

Thenucleusaccumbensisstimulatedbyvariability.

3 types of VARIABLE REWARDS

TRIBE HUNT SELF

Habit-formingtechuses1 OR MORE

TRIBE

SEARCH FORSOCIAL REWARDS

partnershipempathetic joy competition

WeLikesocialrewards.

HUNT

SEARCH FORRESOURCES

Stemsfromthehuntforfoodandresources

Huntforvariablematerialrewards

Hunt forvariableinformation rewards.

SELF

SELF-ACHIEVEMENTSEARCH FOR

Leveling-upreflectsMASTERY and COMPETENCY.

InboxortaskmanagementreflectsCONSISTENCY and COMPLETION.

WARNINGVariablerewardsarenotafreepass.

Yourproductstillmustaddresstheitch.

Buildvariablerewardsthatscratchtheusersitch,butleavethemwantingmore.

h k

Users“invest”forfuturebenefits.

Social Capital

Money

TimeEffort

Emotional CommitmentPersonal

Data

Investments increase the likelihood of the next pass

through the Hook in

TWO ways.

1.INVESTMENTS LOAD THE

NEXT TRIGGER OF THE HOOK.

Eachnewmessagepostedon

isanopeninvitationforanexternaltriggertobereturned.

INVESTMENTS STORE VALUE, improvingtheproductwithuse.2.

CONTENT

DATA

FOLLOWERS

REPUTATION

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

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

EachpassthroughtheHookhelpsSHAPE USER PREFERENCES AND ATTITUDES.

The HOOK Canvas

1.Whatinternaltriggeristheproductaddressing?2.Whatexternaltrigger

getstheusertotheproduct?

4.Istherewardfulfilling,yetleavestheuserwantingmore?

3.Whatisthesimplestbehaviorinanticipation

ofreward?

5.What“bitofwork”isdonetoincreasethelikelihoodof

returning?

THE MORALITYOF MANIPULATION

Designing habit-formingproductsisaformofmanipulation.

Userstakeourtechnologiestobed.

Theycheckourdevicesbeforesaying“goodmorning”tolovedones.

Quitepossibly,the“CIGARETTE OF THIS CENTURY.”- Ian Bogost

WhatRESPONSIBILITYdowehavewhen

changinguserbehavior?

THE WORLD IS FULL OF PROBLEMS TO FIX.

Helpothersfindmeaning.Engagetheminsomethingimportant.

WecanDESIGNHEALTHY HABITS

Photo: 7CupsOfTea.com

Buildthe

THE WORLD.youwanttoseeinCHANGE

h kTake the survey. Get the slides.

www.OpinionTo.Us

@nireyalwww.NirAndFar.com