3 visual tools for lean startup habit designers: rapidly understand and design addictive customer...
TRANSCRIPT
Starbucks
Nike
Twi0er
Companies Systema7cally Applying
The Approach of LEAN STARTUP HABIT DESIGN
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
LEAN STARTUP HABIT DESIGN Rapidly Understand, Prototype, and Manage Habits as well as Addic9ve Customer Experiences (ACEs)
Over 80% of InnovaRon,
Change Management, and Startup Projects
Fail Because
They Don’t Recognize That They Are in
The Highly Risky Business of Habit TransformaRon and Design
There’s An Emerging Paradigm ShiE
From TradiRonal Product/Service Design
To Lean Startup Habit Design
In Lean Startup Habit Design,
The “Habit Engine” Is
The Unit of Analysis and Design
The Habit Engine is analogous to the “Basal Ganglia” which is at the base of the brain and which stores our rouRnes or habits as “chunks (scripts)”
In Prac7ce, The “Habit Engine”
Refers to A Cyclic System of Four “Gears”
For Changing, DisrupRng, and/or
Transforming Habits
In A Lean Startup Habit Design Project,
The “DB-‐MAIL” Cycle Is Applied to
The Customer “Habit Engine” Note DB-‐MAIL is an acronym for: D: Define B: Build M: Measure A: Analyze I: Improve L: Learn
Always Start with Design and Tes7ng of Minimum Viable Habit
(MVH) As Well As
Minimum Viable Habit Engine (MVHE)
Every Habit Engine Has
4 “Gears”:
Trigger AcRon & Tool Reward & Craving Investment
The 4 “Gears”of a Habit Engine are based on informa7on in Nir Eyal’s book, “Hooked” as well as Charles Duhigg’s book, “The Power of Habit”
Tr
AT
RC
In
Habit Engine Gameboard Rapidly Understand, Prototype, and Manage Habits as well as Addic9ve Customer Experiences (ACEs)
TRIGGER
REWARD & CRAVING
ACTION & TOOL
INVESTMENT
Tr AT RC
In
The 4 “Gears”of a Habit Engine are based on informa7on in Nir Eyal’s book, “Hooked” as well as Charles Duhigg’s book, “The Power of Habit”
Pinterest’s Habit Engine Gameboard: Cycle 1 (Early User/Player Type) Rapidly Understand, Prototype, and Manage Habits as well as Addic9ve Customer Experiences (ACEs)
TRIGGER (Pain/Cue/S7mulus/Prompt)
REWARD & CRAVING (Variable Benefit/Delight)
ACTION & TOOL
(Rou7ne/Job To Get Done)
INVESTMENT (Prepara7on; Stored Value; Lock-‐in; Anchor)
q Favorite q Sign up q Follow q Comment q Re-‐pin
External Trigger q Facebook q Twi0er q Word of Mouth
q Visit Website q Scroll
Hunt q Discovery of interes7ng
objects
The 4 “Gears”of a Habit Engine are based on informa7on in Nir Eyal’s book, “Hooked” as well as Charles Duhigg’s book, “The Power of Habit”
Pinterest’s Habit Engine Gameboard: Cycle 2 (Experienced User/Player Type) Rapidly Understand, Prototype, and Manage Habits as well as Addic9ve Customer Experiences (ACEs)
TRIGGER (Pain/Cue/S7mulus/Prompt)
REWARD & CRAVING (Variable Benefit/Delight)
ACTION & TOOL
(Rou7ne/Job To Get Done)
INVESTMENT (Prepara7on; Stored Value; Lock-‐in; Anchor)
q Install Pin-‐It bu0on q Pin
q Follow q Comment q Re-‐pin
External Trigger q No7fica7ons q Emails
Internal Trigger q Boredom q Fear of Losing Content
q Log in (Sign in) Hunt q Discovery of interes7ng
objects Tribe q Discovery of informa7on
from the tribe: “What did friend post?”
The 4 “Gears”of a Habit Engine are based on informa7on in Nir Eyal’s book, “Hooked” as well as Charles Duhigg’s book, “The Power of Habit”
3 Visual Tools for
Lean Startup Habit Designers Rapidly Understand, Prototype, and Manage Habits as well as Addic9ve Customer Experiences
Habit Engine Gameboard Rapidly Understand, Prototype, and Manage Habits as well as Addic9ve Customer Experiences (ACEs)
TRIGGER
REWARD & CRAVING
ACTION & TOOL
INVESTMENT
Tr AT RC
In
The 4 “Gears”of a Habit Engine are based on informa7on in Nir Eyal’s book, “Hooked” as well as Charles Duhigg’s book, “The Power of Habit”
Habit Engine Gameboard Rapidly Understand, Prototype, and Manage Habits as well as Addic9ve Customer Experiences (ACEs)
TRIGGER (Pain/Cue/S7mulus/Prompt)
REWARD & CRAVING (Variable Benefit/Delight)
ACTION & TOOL
(Rou7ne/Job To Get Done)
INVESTMENT (Prepara7on; Stored Value; Lock-‐in; Anchor)
The 4 “Gears”of a Habit Engine are based on informa7on in Nir Eyal’s book, “Hooked” as well as Charles Duhigg’s book, “The Power of Habit”
Habit Engine Gameboard Rapidly Understand, Prototype, and Manage Habits as well as Addic9ve Customer Experiences (ACEs)
TRIGGER (Pain/Cue/S7mulus/Prompt)
REWARD & CRAVING (Variable Benefit/Delight)
ACTION & TOOL
(Rou7ne/Job To Get Done)
INVESTMENT (Prepara7on; Stored Value; Lock-‐in; Anchor)
The 4 “Gears”of a Habit Engine are based on informa7on in Nir Eyal’s book, “Hooked” as well as Charles Duhigg’s book, “The Power of Habit”
Habit Engine Gameboard Rapidly Understand, Prototype, and Manage Habits as well as Addic9ve Customer Experiences (ACEs)
TRIGGER (Pain/Cue/S7mulus/Prompt)
REWARD & CRAVING (Variable Benefit/Delight)
ACTION & TOOL
(Rou7ne/Job To Get Done)
INVESTMENT (Prepara7on; Stored Value; Lock-‐in; Anchor)
External/Internal Trigger
The 4 “Gears”of a Habit Engine are based on informa7on in Nir Eyal’s book, “Hooked” as well as Charles Duhigg’s book, “The Power of Habit”
Habit Engine Gameboard Rapidly Understand, Prototype, and Manage Habits as well as Addic9ve Customer Experiences (ACEs)
TRIGGER (Pain/Cue/S7mulus/Prompt)
REWARD & CRAVING (Variable Benefit/Delight)
ACTION & TOOL
(Rou7ne/Job To Get Done)
INVESTMENT (Prepara7on; Stored Value; Lock-‐in; Anchor)
External/Internal Trigger
External/Internal Reward P: Physical Craving/ExpectaRon I: Intellectual Craving/ExpectaRon E: EmoRonal Craving/ExpectaRon S: Spiritual Craving/ExpectaRon
The 4 “Gears”of a Habit Engine are based on informa7on in Nir Eyal’s book, “Hooked” as well as Charles Duhigg’s book, “The Power of Habit”
Habit Engine Gameboard Rapidly Understand, Prototype, and Manage Habits as well as Addic9ve Customer Experiences (ACEs)
TRIGGER (Pain/Cue/S7mulus/Prompt)
REWARD & CRAVING (Variable Benefit/Delight)
ACTION & TOOL
(Rou7ne/Job To Get Done)
INVESTMENT (Prepara7on; Stored Value; Lock-‐in; Anchor)
When I perceive [Trigger], I [Ac9on/Task] to enjoy [P.I.E.S. Reward].
To get greater reward , I [Investment]
External/Internal Trigger External/Internal Reward P: Physical Craving/ExpectaRon I: Intellectual Craving/ExpectaRon E: EmoRonal Craving/ExpectaRon S: Spiritual Craving/ExpectaRon
The 4 “Gears”of a Habit Engine are based on informa7on in Nir Eyal’s book, “Hooked” as well as Charles Duhigg’s book, “The Power of Habit”
Habit Engine Gameboard Rapidly Understand, Prototype, and Manage Habits as well as Addic9ve Customer Experiences (ACEs)
TRIGGER (Pain/Cue/S7mulus/Prompt)
REWARD & CRAVING (Variable Benefit/Delight)
ACTION & TOOL
(Rou7ne/Job To Get Done)
INVESTMENT (Prepara7on; Stored Value; Lock-‐in; Anchor)
The 4 “Gears”of a Habit Engine are based on informa7on in Nir Eyal’s book, “Hooked” as well as Charles Duhigg’s book, “The Power of Habit”
Habit Engine Gameboard Rapidly Understand, Prototype, and Manage Habits as well as Addic9ve Customer Experiences (ACEs)
TRIGGER (Pain/Cue/S7mulus/Prompt)
REWARD & CRAVING (Variable Benefit/Delight)
ACTION & TOOL
(Rou7ne/Job To Get Done)
INVESTMENT (Prepara7on; Stored Value; Lock-‐in; Anchor)
Tr AT RC
In
The 4 “Gears”of a Habit Engine are based on informa7on in Nir Eyal’s book, “Hooked” as well as Charles Duhigg’s book, “The Power of Habit”
Habit Engine Gameboard Rapidly Understand, Prototype, and Manage Habits as well as Addic9ve Customer Experiences (ACEs)
TRIGGER
REWARD & CRAVING
ACTION & TOOL
INVESTMENT
Tr AT RC
In
The 4 “Gears”of a Habit Engine are based on informa7on in Nir Eyal’s book, “Hooked” as well as Charles Duhigg’s book, “The Power of Habit”
Habit Engine Gameboard Rapidly Understand, Prototype, and Manage Habits as well as Addic9ve Customer Experiences (ACEs)
TRIGGER
REWARD & CRAVING
ACTION & TOOL
INVESTMENT
Tr AT RC
In
The 4 “Gears”of a Habit Engine are based on informa7on in Nir Eyal’s book, “Hooked” as well as Charles Duhigg’s book, “The Power of Habit”
Habit TransformaRon Gameboard Rapidly Understand, Prototype, and Manage Habits as well as Addic9ve Customer Experiences (ACEs)
PRESENT HABIT ENGINE (Trigger/Ac7on/Reward/Inv.)
FUTURE HABIT ENGINE (Trigger/Ac7on/Reward/Inv.)
STRATEGY/TACTICS
(Lean Startup-‐Six Sigma Game)
DB-‐MAIL Cycle
D: Define Customer/Habit Engine B: Build Solu7on/Habit Engine M: Measure Problem A: Analyze Problem I: Improve Solu7on/Habit Engine L: Learn What’s Valued
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
Habit TransformaRon Gameboard Rapidly Understand, Prototype, and Manage Habits as well as Addic9ve Customer Experiences (ACEs)
PRESENT HABIT ENGINE (Trigger/Ac7on/Reward/Inv.)
FUTURE HABIT ENGINE (Trigger/Ac7on/Reward/Inv.)
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
Habit Engine T: Trigger
A: AcRon & Tool
R: Reward & Craving
I: Investment
Habit Engine T: Trigger
A: AcRon & Tool
R: Reward & Craving
I: Investment
STRATEGY/TACTICS
(Lean Startup-‐Six Sigma Game)
DB-‐MAIL Cycle
D: Define Customer/Habit Engine B: Build Solu7on/Habit Engine M: Measure Problem A: Analyze Problem I: Improve Solu7on/Habit Engine L: Learn What’s Valued
Habit TransformaRon Gameboard Rapidly Understand, Prototype, and Manage Habits as well as Addic9ve Customer Experiences (ACEs)
PRESENT HABIT ENGINE (Trigger/Ac7on/Reward/Inv.)
FUTURE HABIT ENGINE (Trigger/Ac7on/Reward/Inv.)
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
Habit Engine T: Trigger
A: AcRon & Tool
R: Reward & Craving
I: Investment
Habit Engine T: Trigger
A: AcRon & Tool
R: Reward & Craving
I: Investment
STRATEGY/TACTICS
(Lean Startup-‐Six Sigma Game)
DB-‐MAIL Cycle
D: Define Customer/Habit Engine B: Build Solu7on/Habit Engine M: Measure Problem A: Analyze Problem I: Improve Solu7on/Habit Engine L: Learn What’s Valued
Habit TransformaRon Gameboard Rapidly Understand, Prototype, and Manage Habits as well as Addic9ve Customer Experiences (ACEs)
PRESENT HABIT ENGINE (Trigger/Ac7on/Reward/Inv.)
FUTURE HABIT ENGINE (Trigger/Ac7on/Reward/Inv.)
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
Habit Engine T: Trigger
A: AcRon & Tool
R: Reward & Craving
I: Investment
Habit Engine T: Trigger
A: AcRon & Tool
R: Reward & Craving
I: Investment
STRATEGY/TACTICS
(Lean Startup-‐Six Sigma Game)
DB-‐MAIL Cycle
D: Define Customer/Habit Engine B: Build Solu7on/Habit Engine M: Measure Problem A: Analyze Problem I: Improve Solu7on/Habit Engine L: Learn What’s Valued
Habit TransformaRon Gameboard Rapidly Understand, Prototype, and Manage Habits as well as Addic9ve Customer Experiences (ACEs)
PRESENT HABIT ENGINE (Trigger/Ac7on/Reward/Inv.)
FUTURE HABIT ENGINE (Trigger/Ac7on/Reward/Inv.)
STRATEGY/TACTICS
(Lean Startup-‐Six Sigma Game)
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
BMC Gameboard Rapidly Understand, Prototype, and Manage Habits as well as Addic9ve Customer Experiences (ACEs)
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
BMC Gameboard Rapidly Understand, Prototype, and Manage Habits as well as Addic9ve Customer Experiences (ACEs)
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
3 Stream-‐Gameboard Rapidly Understand, Prototype, and Manage Habits as well as Addic9ve Customer Experiences (ACEs)
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
3 Stream-‐Gameboard Rapidly Understand, Prototype, and Manage Habits as well as Addic9ve Customer Experiences (ACEs)
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing
Revenue Streams (R$)
Key Partners (KP)
Key Resources (KR)
Channels (CH) & Customer RelaRonships (CR)
Customer Segments (CS)
Cost Structure (C$)
PROFIT
Value ProposiRon (VP)
Key AcRviRes (KA)
Business Model Jigsaw Rapidly Visualize, Prototype, and Manage Business Models
#4ROD. Dr. Rod King. [email protected] & hDp://businessmodels.ning.com & hDp://twiDer.com/RodKuhnKing