Designing Behavior for Fun and Profit
Transcript of Designing Behavior for Fun and Profit
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Designing PersuasiveTechnology for Fun and Prot
August 1, 2012
Nir EyalNirAndFar.com
@nireyal
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Warning:Ugly slides ahead
(please help)
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What kind of adviceshould you listen to?
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1. Advice that helps youbuild something people want
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2. That ts yourbusiness model
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3. That fullls yourpurpose in life.
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Ill try to help you withall three, if...
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If...- Your business depends onfrequent user engagement.- You are not evil.
Then, you should stay.
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Spoiler:The answer is habits.
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Habit PotentialHighLow
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
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Me
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Patterns
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OMG? businesses
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Vitamins or painkillers?
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Selling painkillers
- Obvious need - stop pain- Quantiable market- Monetizable
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Selling vitamins
- Emotional need, not efcacy- Makes me feel good knowing...- Unknown market
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Vitamins or painkillers?
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Habit whennot doing
causes pain.
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Habit-forming technology
Vitamin Painkiller
Pleasure
seeking
Pain
alleviation
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Creating pain?(more of an itch)
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Best odds of success
= founder / market t
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Access+ Speed+ Data
Everything is becomingmore addictive
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Desire Engines create habits
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The Desire EngineTrigger Action
Var. RewardInvestment
ExternalInternal
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Remember: A TARIA - A Desire Engine has 4 parts:
T - TriggerA - Action
R - RewardI - Investment
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Trigger
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Trigger ExamplesExternal Internal
AlarmsAdvertising
Calls-to-actionEmailsStores
EmotionsRoutinesSituations
PlacesPeople
What to do nextis in the trigger
What to do next is inthe users head
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Habits arent created,they are built upon
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Internal trigger
What is the existing behavior youreattaching to?
When would user engage?
Know the narrative. Every time you(verb), use ...
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DissatisedIndecisiveLostTense
FatiguedInferior
Fear of lossBoredLonesomeConfusedPowerlessDiscouraged
Negative emotions arepowerful internal triggers
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Habit-forming products
provide a solution to aninternally triggeredproblem.
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Formulate consistent calls-to-action. Each embedded answer to what is this
for? supporting the internal trigger.
External trigger
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The Instagram moment
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Instagram triggers
External Internal
- FB and Twitter- App notications - Fear of lossing themoment...- Bored, lonesome,curious...
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Action
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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
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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 =interface design
ability = product
Behaviors to actions withcross-functional teams
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
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Curious by nature
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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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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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Dare you not to scroll
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Var Rewards Levers
Type Frequency
Amplitude
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Investment
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Investment
Where user does a bitof work.
Pays with somethingof value: time, money,social capital, effort,
emotional commitment,personal data ...
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- People who pick lottery numbersassign greater odds.
- More likely to play.
Langer, 1975
Doing work, increasescommitment
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Little commitments,big results
Group 1:83% refused
Group 2:76% accepted
Freedman & Fraser, 1966
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The crazy logic of commitment
Should I spend (time, money, effort ...) onthis? Is it good?
Only an idiot would spend on somethingnot good.
Since I spent on it before and I am not anidiot, it must be good.
Credit to Jesse Schell
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Commitments are
about future rewards that make the next
action more likely.
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Investing in Any.do Investment into the
product with time,
data, and socialcapital
Loads the nextexternal trigger and
teaches the internaltrigger - when? andwhat for?
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When Desire Engines works:
High habit potential:- Frequent behaviors- Fast cycles
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Cycles over timeIncrease motivation
and difculty of action
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Desire Engine CanvasTrigger Action
Var. RewardInvestment
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The Desire Engine helpsyou create and prioritize
hypotheses to test.
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1. Start with the intendedACTION
What behavior does yourbusiness model depend on? Make simple and dened. We
want user to want to scroll.
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2. Think of what theINTERNAL TRIGGER will be. Whats the existing behavior
youre attaching to? When would user engage?
Know the narrative. Everytime you (verb), use ...
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3. Find the EXTERNALTRIGGER(s)
Formulate calls-to-action. Each embedded with a
consistent answer to what is
this for? based on internaltrigger.
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4. Add
VARIABLE REWARDS Must be authentic and meaningful
to the user. Formulate multiple hypotheses
using various types of searches
for rewards (tribe, hunt, self) Change frequency and amplitude
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5. Ask for INVESTMENT Does it increase the likelihood
of the next cycle throughDesire Engine?
Time, money, social capital,data, emotional commitment,physical effort.
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Be a facilitator.
BUILD the change youwant to see in the world.
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Please raise your phonein the air.
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Leave Feedback, GetSlides, Subscribe
OpinionTo.us
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Examples
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EmailT A
RI
Icon on phone Open unread
messages
Write back
Procrastinate, anxiety,thoughts of others....
Tribe, hunt andself
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FarmvilleT A
RI
Facebook feed, email ...Play
Build farm Invite others Pay $
Boredom, lonesome,loss aversion = anxiety
Points (hunt) Personalizedvirtual goods (self)
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Twitter (Consumer)T A
RI
Facebook, friend, email ...
Scroll
Information(Hunt)Follow
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Twitter (Creator)T A
RI
App icon, mention, messageRe-Tweet or
Tweet
Social feedback (Tribe)
Connect withothers:@ reply, DM ...
Boredom, curiosity,Lonesome