Hooked: How to Build Habit-Forming Products with Nir Eyal
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What makes some products so engaging while others flop? Nir Eyal explains the psychology behind the world's most habit-forming technologies and provides practical advice for increasing user engagement.
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Hooked: How to Build Habit-Forming Products with Nir Eyal
- 2. Products can profoundly change our behaviors
- 4. 100’s of millions of users… …and 100’s of millions of dollars.
- 6. An impulse to do a behavior with little or no conscious thought hab·it
- 7. Habits can be used for good
- 8. The hook is an experience designed to connect the user’s problem to your product
- 9. with enough frequency to form a habit
- 12. External Triggers The information for what to do next is within the trigger.
- 13. Internal Triggers The information for what to do next is informed through an association in the user’s memory. People Places Emotions Situations Routines
- 14. Negative emotions are powerful internal triggers indecisive tense fatiguedinferior bored confused fear of loss dissatisfied powerless discouraged lonesome
- 15. People who are depressed check email more often Source: Kotikalapudi et al 2012
- 16. When we feel lonely we use .
- 17. When we feel unsure we use
- 18. When we are bored we use
- 19. Do you know your customer’s internal trigger?
- 20. What triggers make so habit-forming?
- 22. solves the pain of losing the moment.
- 23. Stressed Lonely Curious Insecurity Bored But is also a social network. Urge to preserve
- 25. The simplest behavior in anticipation of a reward.
- 26. Scroll
- 27. Search
- 28. Play
- 29. b=m+a+t According to BJ Fogg, for any behavior to occur, we need motivation, ability, and a trigger
- 30. mo·ti·va·tion “The energy for action” - Edward Deci
- 31. Source: Dr. BJ Fogg, Stanford University Seeking Pleasure Seeking Hope Seeking Acceptance Avoiding Pain Avoiding Fear Avoiding Rejection 6 There are six factors that can increase motivation
- 32. Ability The capacity to do a particular action
- 33. Time Money Physical Effort Brain Cycles Social Deviance Non- routine Six factors can increase or decrease ability
- 34. Level of motivation and ability determines if action will occur Source: Dr. BJ Fogg, Stanford University Motivation Trigger fails Trigger succeeds Ability
- 39. It all starts with the Nucleus Accumbens studied by Olds & Milner. Source: Olds and Milner, 1945
- 40. The Nucleus Accumbens is activated when we crave.
- 41. Were Olds & Milner stimulating pleasure? Not exactly.
- 42. They were stimulating the stress of desire
- 43. Source: Knutson et al 2001 Our reward system activates with anticipation
- 44. Source: Knutson et al 2001 and calms when we get what we want.
- 45. That’s the itch we seek to scratch.
- 46. There is a way to supercharge the stress of desire.
- 48. The unknown is fascinating Variability causes us to focus and engage
- 50. The nucleus accumbens is stimulated by variability. The nucleus accumbens is stimulated by variability.
- 51. tribe hunt self 3 types of variable rewards Habit-forming tech uses 1 or more
- 54. We like social rewards.
- 56. Stems from the hunt for food and resources
- 57. Hunt for variable material rewards
- 58. Hunt for variable information rewards.
- 60. Leveling-up reflects mastery and competency.
- 61. Inbox or task management reflects consistency and completion.
- 62. WARNING Variable rewards are not a free pass. Your product still must address the itch.
- 63. Build variable rewards that satiate the users itch, but leave them wanting more.
- 65. Users “invest” for future benefits. TimePersonal Data Money EffortSocial Capital Emotional Commitment
- 66. Investments increase the likelihood of the next pass through the Hook in two ways.
- 67. Investments load the next trigger of the hook 1
- 68. Each new message posted on
- 69. is an open invitation for an external trigger to be returned.
- 70. 2. Investments store value, improving the product with use. 2
- 71. Content
- 72. Data
- 73. Followers
- 74. Reputation
- 75. The hook is an experience designed to connect the user’s problem to your product
- 76. Each pass through the Hook helps shape user preferences and atitudes
- 77. 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? 1. What internal trigger is the product addressing? 2. What external trigger gets the user to the product? The Hooked Canvas
- 79. Designing habit-forming products is a form of manipulation.
- 80. Users take our technologies to bed.
- 81. They check our devices before saying “good morning” to loved ones.
- 82. What responsibility do we have when changing user behavior?
- 83. Help others find meaning. Engage them in something important.
- 84. Photo: 7CupsOfTea.com We can design healthy habits
- 85. Build the change you want to see in the world
- 86. OpinionTo.us Take the survey, get the slides @nireyal NirAndFar.com