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h kBuildingHabitsintheEnterprise


@nireyal
…	
  more	
  at:	
  
NirAndFar.com
PA TT
E
SN
R
A  BEHAVIOR  DONE  WITH
CONSCIOUS  
THOUGHT
LITTLE  OR  NO  

hab·it
h kThe$HOOK$is$an$experience$designed$to$
connect$the$user’s$problem$to$your$solu7on.$
h k
with%enough%%
FREQUENCY%%
to%%
FORM+A+HABIT.+
h kA"Hook"has"4"parts:"
h k
EXTERNAL  TRIGGERS

The	
  information	
  for	
  what	
  to	
  do	
  next	
  	
  
is	
  within	
  the	
  trigger.
Billboar...
INTERNAL  TRIGGERS

The	
  information	
  for	
  what	
  to	
  do	
  next	
  is	
  informed	
  

through	
  an	
  associat...
Negative	
  emotions	
  are	
  POWERFUL  INTERNAL  TRIGGERS.
lost
indecisive
tense
fatiguedinferior
bored
confused
fear	
 ...
People	
  who	
  are	
  DEPRESSED  CHECK  EMAIL  MORE  OFTEN.
	
  	
  Source:  Kotikalapudi  et  al  2012
When	
  we	
  feel	
  LONELY	
  we	
  use
When	
  we	
  feel	
  UNSURE	
  we	
  	
  use	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	...
When	
  we	
  are	
  BORED	
  we	
  use	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
At	
  work	
  …	
  
when	
  we	
  feel	
  ANXIOUS	
  we	
  use	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  ...
At	
  work	
  …	
  
when	
  we	
  feel	
  INDECISIVE	
  we	
  use	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	...
At	
  work	
  …	
  
when	
  we	
  feel	
  STRESS	
  we	
  use	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	...
Maybe email is
making us depressed?
This	
  is	
  the	
  
opportunity!
Uncertainty
Stress
Lonely
Curious
FoMO
Bored
What	
  triggers	
  make	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
...
 external  triggers
pain	
  of	
  workplace	
  FoMO.
solves	
  the
BLOCKING  OUT
OTHER  DISTRACTIONS
h k
The
SIMPLEST  BEHAVIOR
in	
  anticipation	
  of	
  a	
  reward.
Scroll
Play
According	
  to	
  BJ	
  Fogg,	
  for	
  any	
  behavior	
  to	
  occur,	
  we	
  
need	
  MOTIVATION,  ABILITY,  and	
  a...
Fogg	
  Behavior	
  Model
MOTIVATION
ABILITY
Level  of  motivation  and  ability  
determines  if  action  will  occur.
So...
Time%
$
Six$factors$can$increase$or$decrease$ability.
%
Money% Physical%effort%
Brain%cycles% Social%deviance% Non8rou:ne%
...
Source:	
  Mobile	
  Iron,	
  Inc.
Access  increases  ability  at
Source:	
  Mobile	
  Iron,	
  Inc.
Access  increases  ability  at
h k
 UNCERTAINTY
CONTROLING  
IS  FASCINATING.
THE  UNKNOWN
Variability	
  causes	
  us	
  to	
  	
  
focus	
  and	
  engage
…and	
  increases	
  behavior.
3  types  of  VARIABLE  REWARDS
TRIBE HUNT SELF
Habit-­‐forming	
  tech	
  uses	
  1  OR  MORE
TRIBE
SEARCH  FOR
SOCIAL  REWARDS
partnershipempatheticjoy competition
We	
  Like	
  social	
  rewards.
We	
  value	
  recognition	
  from	
  our	
  tribe
HUNT
SEARCH  FOR
RESOURCES
Stems	
  from	
  the	
  hunt	
  for	
  food	
  and	
  resources
Hunt	
  for	
  variable	
  material	
  rewards
Hunt	
  

for	
  variable	
  
information	
  

rewards.
Hunt	
  for	
  variable	
  information	
  

rewards	
  at
SELF
SELF-­‐ACHIEVEMENT
SEARCH  FOR
Leveling-­‐up	
  reflects	
  MASTERY  and  COMPETENCY.
Inbox	
  or	
  task	
  management	
  reflects	
  

CONSISTENCY  and  COMPLETION.
The	
  logical	
  extreme	
  in
WARNING
Variable	
  rewards	
  are	
  not	
  a	
  free	
  pass.	
  

Your	
  product	
  still	
  must	
  address	
  the	
 ...
Build	
  variable	
  rewards	
  that	
  scratch	
  the	
  users	
  itch,	
  
but	
  leave	
  them	
  wanting	
  more.
h k
Users	
  “invest”	
  for	
  future	
  benefits.
Social
Capital
Money
Time
Effort
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.
Each	
  new	
  message	
  posted	
  on
…	
  loads	
  the	
  next	
  
external	
  trigger.
INVESTMENTS  STORE  VALUE,  

improving	
  the	
  product	
  with	
  use.2.
CONTENT
DATA
FOLLOWERS
REPUTATION
h kThe$HOOK$is$an$experience$designed$to$
connect$the$user’s$problem$to$your$solu7on.$
Harnessing	
  
VERY  GOOD
HABITS  
can	
  be	
  
FOR  BUSINESS.
The  HOOK
1.	
  What	
  internal	
  trigger	
  is	
  	
  	
  	
  	
  	
  	
  
the	
  product	
  addressing?	
  
2.	
  What...
Enterprise	
  software	
  has

SUCKED  FOR  TOO  LONG.
Users	
  want	
  to	
  be	
  in	
  control.
AUTONOMY  
FEELS  GOOD.
Source:	
  	
  Deci	
  and	
  Ryan	
  on	
  Self-­‐Det...
Habit-­‐forming	
  enterprise	
  products	
  can

GROW  FROM  THE
BOTTOM-­‐UP.
Understanding	
  not	
  only	
  what	
  users	
  THINK,	
  
but	
  also	
  what	
  makes	
  them	
  TICK.
h k
It’s  time  to  build  
HABITS  FOR  GOOD  
@nireyal	
  
www.NirAndFar.com
Take  the  survey.  Get  the  slides.  
www...
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Enterprise Habit-Forming Products Slide 1 Enterprise Habit-Forming Products Slide 2 Enterprise Habit-Forming Products Slide 3 Enterprise Habit-Forming Products Slide 4 Enterprise Habit-Forming Products Slide 5 Enterprise Habit-Forming Products Slide 6 Enterprise Habit-Forming Products Slide 7 Enterprise Habit-Forming Products Slide 8 Enterprise Habit-Forming Products Slide 9 Enterprise Habit-Forming Products Slide 10 Enterprise Habit-Forming Products Slide 11 Enterprise Habit-Forming Products Slide 12 Enterprise Habit-Forming Products Slide 13 Enterprise Habit-Forming Products Slide 14 Enterprise Habit-Forming Products Slide 15 Enterprise Habit-Forming Products Slide 16 Enterprise Habit-Forming Products Slide 17 Enterprise Habit-Forming Products Slide 18 Enterprise Habit-Forming Products Slide 19 Enterprise Habit-Forming Products Slide 20 Enterprise Habit-Forming Products Slide 21 Enterprise Habit-Forming Products Slide 22 Enterprise Habit-Forming Products Slide 23 Enterprise Habit-Forming Products Slide 24 Enterprise Habit-Forming Products Slide 25 Enterprise Habit-Forming Products Slide 26 Enterprise Habit-Forming Products Slide 27 Enterprise Habit-Forming Products Slide 28 Enterprise Habit-Forming Products Slide 29 Enterprise Habit-Forming Products Slide 30 Enterprise Habit-Forming Products Slide 31 Enterprise Habit-Forming Products Slide 32 Enterprise Habit-Forming Products Slide 33 Enterprise Habit-Forming Products Slide 34 Enterprise Habit-Forming Products Slide 35 Enterprise Habit-Forming Products Slide 36 Enterprise Habit-Forming Products Slide 37 Enterprise Habit-Forming Products Slide 38 Enterprise Habit-Forming Products Slide 39 Enterprise Habit-Forming Products Slide 40 Enterprise Habit-Forming Products Slide 41 Enterprise Habit-Forming Products Slide 42 Enterprise Habit-Forming Products Slide 43 Enterprise Habit-Forming Products Slide 44 Enterprise Habit-Forming Products Slide 45 Enterprise Habit-Forming Products Slide 46 Enterprise Habit-Forming Products Slide 47 Enterprise Habit-Forming Products Slide 48 Enterprise Habit-Forming Products Slide 49 Enterprise Habit-Forming Products Slide 50 Enterprise Habit-Forming Products Slide 51 Enterprise Habit-Forming Products Slide 52 Enterprise Habit-Forming Products Slide 53 Enterprise Habit-Forming Products Slide 54 Enterprise Habit-Forming Products Slide 55 Enterprise Habit-Forming Products Slide 56 Enterprise Habit-Forming Products Slide 57 Enterprise Habit-Forming Products Slide 58 Enterprise Habit-Forming Products Slide 59 Enterprise Habit-Forming Products Slide 60 Enterprise Habit-Forming Products Slide 61 Enterprise Habit-Forming Products Slide 62 Enterprise Habit-Forming Products Slide 63 Enterprise Habit-Forming Products Slide 64 Enterprise Habit-Forming Products Slide 65 Enterprise Habit-Forming Products Slide 66 Enterprise Habit-Forming Products Slide 67 Enterprise Habit-Forming Products Slide 68 Enterprise Habit-Forming Products Slide 69 Enterprise Habit-Forming Products Slide 70 Enterprise Habit-Forming Products Slide 71 Enterprise Habit-Forming Products Slide 72 Enterprise Habit-Forming Products Slide 73
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Enterprise Habit-Forming Products

Examples of the Hook Model in enterprise applications. See Nir Eyal's book "Hooked: How to Build Habit-Forming Products" for more, see: NirAndFar.com/GetHooked
Blogging at: NirAndFar.com
Twitter: @nireyal

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Enterprise Habit-Forming Products

  1. 1. h kBuildingHabitsintheEnterprise
 
@nireyal
  2. 2. …  more  at:   NirAndFar.com
  3. 3. PA TT E SN R
  4. 4. A  BEHAVIOR  DONE  WITH CONSCIOUS   THOUGHT LITTLE  OR  NO  
 hab·it
  5. 5. h kThe$HOOK$is$an$experience$designed$to$ connect$the$user’s$problem$to$your$solu7on.$
  6. 6. h k with%enough%% FREQUENCY%% to%% FORM+A+HABIT.+
  7. 7. h kA"Hook"has"4"parts:"
  8. 8. h k
  9. 9. EXTERNAL  TRIGGERS
 The  information  for  what  to  do  next     is  within  the  trigger. Billboards SO DA
  10. 10. INTERNAL  TRIGGERS
 The  information  for  what  to  do  next  is  informed  
 through  an  association  in  the  user’s  memory.
  11. 11. Negative  emotions  are  POWERFUL  INTERNAL  TRIGGERS. lost indecisive tense fatiguedinferior bored confused fear  of  loss dissatisfied powerless discouraged lonesome
  12. 12. People  who  are  DEPRESSED  CHECK  EMAIL  MORE  OFTEN.    Source:  Kotikalapudi  et  al  2012
  13. 13. When  we  feel  LONELY  we  use
  14. 14. When  we  feel  UNSURE  we    use                                                
  15. 15. When  we  are  BORED  we  use                                      
  16. 16. At  work  …   when  we  feel  ANXIOUS  we  use                                          EMAIL                                
  17. 17. At  work  …   when  we  feel  INDECISIVE  we  use                                          EMAIL                                
  18. 18. At  work  …   when  we  feel  STRESS  we  use                                          EMAIL                                
  19. 19. Maybe email is making us depressed?
  20. 20. This  is  the   opportunity! Uncertainty Stress Lonely Curious FoMO Bored
  21. 21. What  triggers  make                                                  so  habit-­‐forming?
  22. 22.  external  triggers
  23. 23. pain  of  workplace  FoMO. solves  the
  24. 24. BLOCKING  OUT OTHER  DISTRACTIONS
  25. 25. h k
  26. 26. The SIMPLEST  BEHAVIOR in  anticipation  of  a  reward.
  27. 27. Scroll
  28. 28. Play
  29. 29. According  to  BJ  Fogg,  for  any  behavior  to  occur,  we   need  MOTIVATION,  ABILITY,  and  a  TRIGGER b=m+a+t
  30. 30. Fogg  Behavior  Model MOTIVATION ABILITY Level  of  motivation  and  ability   determines  if  action  will  occur. Source:  Dr.  BJ  Fogg,  Stanford  University TRIGGER   SUCCEEDS TRIGGER   FAILS
  31. 31. Time% $ Six$factors$can$increase$or$decrease$ability. % Money% Physical%effort% Brain%cycles% Social%deviance% Non8rou:ne% Source:%Dr.%BJ%Fogg,%Stanford%University%
  32. 32. Source:  Mobile  Iron,  Inc. Access  increases  ability  at
  33. 33. Source:  Mobile  Iron,  Inc. Access  increases  ability  at
  34. 34. h k
  35. 35.  UNCERTAINTY CONTROLING  
  36. 36. IS  FASCINATING. THE  UNKNOWN Variability  causes  us  to     focus  and  engage
  37. 37. …and  increases  behavior.
  38. 38. 3  types  of  VARIABLE  REWARDS TRIBE HUNT SELF Habit-­‐forming  tech  uses  1  OR  MORE
  39. 39. TRIBE SEARCH  FOR SOCIAL  REWARDS
  40. 40. partnershipempatheticjoy competition
  41. 41. We  Like  social  rewards.
  42. 42. We  value  recognition  from  our  tribe
  43. 43. HUNT SEARCH  FOR RESOURCES
  44. 44. Stems  from  the  hunt  for  food  and  resources
  45. 45. Hunt  for  variable  material  rewards
  46. 46. Hunt  
 for  variable   information  
 rewards.
  47. 47. Hunt  for  variable  information  
 rewards  at
  48. 48. SELF SELF-­‐ACHIEVEMENT SEARCH  FOR
  49. 49. Leveling-­‐up  reflects  MASTERY  and  COMPETENCY.
  50. 50. Inbox  or  task  management  reflects  
 CONSISTENCY  and  COMPLETION.
  51. 51. The  logical  extreme  in
  52. 52. WARNING Variable  rewards  are  not  a  free  pass.  
 Your  product  still  must  address  the  itch.
  53. 53. Build  variable  rewards  that  scratch  the  users  itch,   but  leave  them  wanting  more.
  54. 54. h k
  55. 55. Users  “invest”  for  future  benefits. Social Capital Money Time Effort Emotional CommitmentPersonal Data
  56. 56. Investments increase the likelihood of the next pass through the Hook in 
 TWO
 ways.
  57. 57. 1.INVESTMENTS   LOAD  THE   NEXT  TRIGGER                OF  THE  HOOK.
  58. 58. Each  new  message  posted  on
  59. 59. …  loads  the  next   external  trigger.
  60. 60. INVESTMENTS  STORE  VALUE,  
 improving  the  product  with  use.2.
  61. 61. CONTENT
  62. 62. DATA
  63. 63. FOLLOWERS
  64. 64. REPUTATION
  65. 65. h kThe$HOOK$is$an$experience$designed$to$ connect$the$user’s$problem$to$your$solu7on.$
  66. 66. Harnessing   VERY  GOOD HABITS   can  be   FOR  BUSINESS.
  67. 67. The  HOOK 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?
  68. 68. Enterprise  software  has
 SUCKED  FOR  TOO  LONG.
  69. 69. Users  want  to  be  in  control. AUTONOMY   FEELS  GOOD. Source:    Deci  and  Ryan  on  Self-­‐Determination  Theory
  70. 70. Habit-­‐forming  enterprise  products  can
 GROW  FROM  THE BOTTOM-­‐UP.
  71. 71. Understanding  not  only  what  users  THINK,   but  also  what  makes  them  TICK.
  72. 72. h k It’s  time  to  build   HABITS  FOR  GOOD   @nireyal   www.NirAndFar.com Take  the  survey.  Get  the  slides.   www.OpinionTo.Us  
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Examples of the Hook Model in enterprise applications. See Nir Eyal's book "Hooked: How to Build Habit-Forming Products" for more, see: NirAndFar.com/GetHooked Blogging at: NirAndFar.com Twitter: @nireyal

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