Hooked Workshop
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18-Sep-2014 -
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Transcript of Hooked Workshop
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h kHooked
@nireyal
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Products can profoundly CHANGE OUR BEHAVIORS.
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100’s of millions of users…
…and 100’s of millions of dollars.
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PA TT E
SNR
?
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I wrote this …
… more at: NirAndFar.com
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Vitamins ORPain Killers?
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PAIN KILLERS address a burning need.
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VITAMINS are “nice to have.”
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Vitamins ORPain Killers?
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becomesPLEASURE SEEKINGbehavior
PAIN ALLEVIATINGbehavior
With habit-‐forming technology
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What do we mean by PAIN?
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Close your eyes.
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HOW DID YOU FEEL?
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Images of chocolate bring both pleasure and stress to “cravers.”
Source: Rodriguez et al 2005
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The brain associates behaviors that PROVIDE A SOLUTION
to whatever problem it encounters.
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THE USER INITIALLY COMES TO SEEK PLEASURE.The product soon becomes an important part of her life.
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When we FEEL AN ITCHwe seek to SCRATCH IT.
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The SOLUTION TO OUR DISCOMFORT is found in the product’s use.
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STRESS is a precondition for addiction.
Source: Heilig and Koob 2007
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We are not designing for addiction NOT must be in graphic
Do not design for addiction.
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A BEHAVIOR DONE WITH
CONSCIOUS THOUGHT
LITTLE OR NO hab·it
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HEALTHTAP
REV
BIA
LUMO
7 CUPS
EMODT
PANTRY LABS
Habits can be used for good.
REFRESH.IO
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1. FREQUENCY
Source: Judah, G; Gardner, B; Aunger, R; 2013
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2. ATTITUDE CHANGE Source: Judah, G; Gardner, B; Aunger, R; 2013
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Harnessing
VERY GOODHABITS can be
FOR BUSINESS.
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Creating consumer habits drives
HIGHER CUSTOMERLIFETIME VALUE (CLTV).
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Creating consumer habits gives companies GREATER FLEXIBILITYTO INCREASE PRICES.
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Creating consumer habits
SUPERCHARGESGROWTH.
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Creating consumer habits
INCREASES DEFENSIBILITY.
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However, forming new habits is HARD WORK
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AND EXCEPTIONALLY RARE.
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But if your business requires “unprompted user engagement,”
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A design pattern to helpFORM BETTER PRODUCT HYPOTHESES.
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BUILDING ISEXPENSIVE
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INCREASE YOUR ODDS OF SUCCESS.
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h kThe$HOOK$is$an$experience$designed$to$
connect$the$user’s$problem$to$your$solu7on.$
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h kwith%enough%%
FREQUENCY%%
to%%FORM+A+HABIT.+
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NOW IT IS
YOUR TURN
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❑ Get into groups of 2 or 3. !
❑ Describe your businesses. !
❑ Why does your business require habits?
5 min
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!❑ What problem are users
coming to solve? !❑ How do they currently
solve the problem and why does it need a solution?
!❑ How frequently do you
expect users to engage? !
❑ What action do you want to make into a habit?
10 min
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h kA"Hook"has"4"parts:"
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-‐ A hook has 4 parts: -‐ Trigger -‐ Action -‐ Reward -‐ Investment
A
T A
R I
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h k
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HABITS ARE BUILT UPON like the layers of a pearl.
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Triggers come in two flavors:EXTERNAL & INTERNAL
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EXTERNAL TRIGGERSThe information for what to do next
is within the trigger.
Billboards SODA
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Optimizing external triggers = Growth Hacking
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INTERNAL TRIGGERSThe information for what to do next is informed through an association in the user’s memory.
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Negative emotions are POWERFUL INTERNAL TRIGGERS.
lost
indecisivetense
fatiguedinferior
bored
confused
fear of loss
dissatisfiedpowerless
discouraged
lonesome
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People who are DEPRESSED CHECK EMAIL MORE OFTEN. Source: Kotikalapudi et al 2012
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When we feel LONELY we use
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When we feel UNSURE we use
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When we are BORED we use
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Do you know your customer’s INTERNAL TRIGGER?
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Jack Dorsey on Narratives
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IT#ALL#STARTS#WITH#A#NARRATIVE.!“(If)!you!want!to!build!a!product!that!is!relevant!to!folks,!you!need!to!put!yourself!in!their!shoes!and!you!need!to!write!a!story!from!their!side.”!.#Jack#Dorsey#
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1952
INSTANT CAKE MIX WAS A MARKETING FAILURE. Betty Crocker assumed that customers wanted convenience but “Just add water” did not sell.
Source: “Finding Betty Crocker”, Susan Marks
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WHY DO WE MAKE CAKE? to give and receive love from people we care about.
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DEPRECATED A FEATURE
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What triggers make so habit-‐forming?
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external triggers
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of losing the moment.solves the pain
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But is also a social network.
Urge to preserve
Stressed
Lonely
CuriousInsecurity
Bored
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YOUR TURN TO
BUILD A NARRATIVE
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BUILD YOUR NARRATIVE !❑ Who is the user? !❑ What are they doing right
before your intended habit?
5 min
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INTERNAL TRIGGERS !❑ Come up with 3 internal
trigger hypotheses (emotions, routines, situations…)
!❑ Which internal trigger
occurs most often? !❑ Every time _______ ,
the user ________.
5 min
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EXTERNAL TRIGGERS !❑ Where and when can you
insert your external triggers?
!❑ How can you be in front
of the user when her internal trigger fires? !
❑ What’s the right place, right time? !
❑ Think of 3 “rational ideas” and 3 “crazy ideas.”
5 min
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HYPOTHESIS HOMEWORK !❑ Are your assumptions
correct? !
❑ Is your narrative really happening? !
❑ “Get out of the building.” – Steve Blank !
❑ Test your biggest assumptions first and cheaply.
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Take 10 Min
“Hook” by Blues Traveler
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h k
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TheSIMPLEST ACTIONin anticipation of a reward.
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Scroll
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Search
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Play
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According to BJ Fogg, for any behavior to occur, we need MOTIVATION, ABILITY, and a TRIGGER
b=m+a+t
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“THE ENERGY FOR ACTION”mo·ti·va·tion
-‐Edward Deci
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THERE ARE SIX FACTORS THAT CAN INCREASE MOTIVATION.
Seeking PleasureAvoiding PainSeeking HopeAvoiding Fear Seeking AcceptanceAvoiding Rejection
Source: Dr. BJ Fogg, Stanford University
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Seeking HOPE
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Seeking PLEASURE
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Avoiding FEAR
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Seeking ACCEPTANCE
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ABILITYthe capacity to do a particular action
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Time%
$ Six$factors$can$increase$or$decrease$ability.%
Money% Physical%effort%
Brain%cycles% Social%deviance% Non8rou:ne%
Source:%Dr.%BJ%Fogg,%Stanford%University%
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NOVELTY IS A LIABILITY.
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LOOK FOR OLD HABITS
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Fogg Behavior Model
MOTIV
ATION
ABILITY
Level of of motivation and ability determines if action will occur.
Source: Dr. BJ Fogg, Stanford University
TRIGGER SUCCEEDS
TRIGGER FAILS
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Simplicity is a function of your
scarcest resource at that moment.
-‐BJ Fogg
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Should designers MOVE MOTIVATION OR ABILITY FIRST?
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You can try to increase motivation…
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…but you’ll often get the same results.
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Move abilitybefore motivation.
Focus on simplicity.
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through the years
2009 2010 2011 2012 2013
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2009 2010 2011 2012 2013
through the years
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2009 2010 2011 2012 2013
through the years
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YOUR TURN TO
SIMPLIFY THE ACTION
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Users are on a path to solving a problem.
Internal Trigger
Product Interface
Reward/Pain Alleviation
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users take action to alleviate pain.
Internal Trigger
Product Interface 1. Open App 2. Log-‐in (sometimes) 3. Scroll & Read
Reward/Pain Alleviation
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Map the path users take to scratch their itch.10 min
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Find the “scarcest resource” !❑ Review your flow. Where is
the action most difficult? !
❑ Which resource is lacking?
!!!!
!❑ What are 3 testable ways to
make the action easier?
•Time •Money •Physical effort •Brain cycles (too confusing) •Social deviance (outside norm) •Non-‐routine (too new)
5 min
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h k
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studied by Olds & Milner.
NUCLEUS It all starts with the
ACCUMBENS
Source: Olds and Milner, 1945
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The nucleus accumbens is activated when
we crave.
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Olds & Milner
Not exactly.
stimulatingpleasure?
Were
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They were stimulating the STRESS OF DESIRE.
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Our reward system activates with anticipation
Source: Knutson et al 2001
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… and calms when we get what we want.
Source: Knutson et al 2001
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That’s the ITCHwe seek to SCRATCH.
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There is a way to supercharge the stress of desire.
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IS FASCINATING.THE UNKNOWN
Variability causes us to focus and engagement
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…and increases behavior.
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The nucleus accumbens is stimulated by variability.
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3 types of VARIABLE REWARDS
TRIBE HUNT SELF
Habit-‐forming tech uses 1 OR MORE
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TRIBE
SEARCH FORSOCIAL REWARDS
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partnershipempathetic joy competition
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We Like social rewards.
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We LOVE our tribes.
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We value recognition and cooperation
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But social rewards must come from people, not machines.
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HUNT
SEARCH FORRESOURCES
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Stems from the hunt for food and resources
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Hunt for variable material rewards
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Hunt for variable material rewards
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Hunters at
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Hunt for variable information rewards.
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Hunters on
scroll pages.
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SELF
SELF-‐ACHIEVEMENTSEARCH FOR
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Leveling-‐up reflects MASTERY and COMPETENCY.
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Inbox or task management reflects CONSISTENCY and COMPLETION.
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WARNINGVariable rewards are not a free pass.
Your product still must address the itch.
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Do your users feel in control?
AUTONOMY IS A PRE-‐REQUISITE.
Source: Deci and Ryan on Self-‐Determination Theory
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Beware of FINITE VARIABILITY.
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INFINITE VARIABILITY sustains interest longer.
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Build variable rewards that satiate the users itch, but leave them wanting more.
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YOUR TURN TO
REWARD YOUR USERS
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❑ Review your flow. Is the reward fulfilling, yet leaves the user wanting more? !
❑ Brainstorm 3 ways users search for variable reward. •Rewards of the Tribe -‐ gratification from others. •Rewards of the Hunt -‐ things, money or information. •Rewards of the Self -‐ mastery, completion, competency, consistency.
10 min
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h k
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Users “invest” for future benefits.
Social Capital
Money
TimeEffort
Emotional CommitmentPersonal
Data
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Investments increase the likelihood of the next pass
through the Hook in
TWOways.
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1.INVESTMENTS LOAD THE NEXT TRIGGER OF THE HOOK.
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Each new message posted on
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is an open invitation for an external trigger to be returned.
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Loading the next trigger with Pin It button
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External Trigger: Facebook, Twitter, WOM Interesting objects (Hunt)
ScrollRe-‐pin, follow, comment
The Hook
(Early User – “Consumer” )
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What did friend post? (Tribe) Interesting objects (Hunt)
Log-‐inInstall Pin It button, Pin,
Re-‐pin, follow, comment
(Experienced User – “Curators”)
External Trigger: Emails and notifications
Internal Trigger: Fear of losing content, boredom
The Hook
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INVESTMENTS STORE VALUE, improving the product with use.2.
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CONTENT
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DATA
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FOLLOWERS
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REPUTATION
30
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!INVESTMENTS!
CREATES !PREFERENCE.
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Self-made Origami
$0.23
We value things more when
Expert Origami
$0.27
we put work into them.
Source: Ariely, Mochon, and Norton, 2012
3rd Party Bids
$0.05
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CAREFULLYDRIVEPlease
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Group 1 76%
Group 2 17%
As we invest, we seek to be consistent with our past behaviors.
Source: Freedman & Fraser, 1966
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Source: Jon Esler, 1983
Changing attitude and perception to avoid COGNITIVE DISSONANCE.
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We change our tastes and preferences.
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Dr. Jesse Schell, Professor of Game Design, Carnegie Mellon University
Rationalization & Commitment
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YOUR TURN TO
GET USERS TO INVEST
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❑ Review your flow. What “bit of work” are your users doing to increase the likelihood of returning? !
❑ Brainstorm 3 ways to add small investments into your user experience to: •Load the Next Trigger •Store Value
10 min
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h kThe$HOOK$is$an$experience$designed$to$
connect$the$user’s$problem$to$your$solu7on.$
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Each pass through the Hook helps SHAPE USER PREFERENCES AND ATTITUDES.
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h kWith%enough%frequency,%
A"HABIT"IS"FORMED."
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-‐ A hook has 4 parts: -‐ Trigger -‐ Action -‐ Reward -‐ Investment
A
T A
R I
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The HOOK Canvas
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?
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THE MORALITYOF MANIPULATION
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Designing habit-‐forming products is a form of manipulation.
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Users take our technologies to bed.
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They check our devices before saying “good morning” to loved ones.
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Quite possibly, the “CIGARETTE OF THIS CENTURY.”-‐ Ian Bogust
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What RESPONSIBILITY do we have when
changing user behavior?
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THE WORLD IS FULL OF PROBLEMS TO FIX.
Help others find meaning. Engage them in something important.
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Build the
THE WORLD.you want to see inCHANGE