hooked model

h kHooked

@nireyal

Products  can  profoundly   CHANGE  OUR  BEHAVIORS.

100’s  of  millions  of  users…

…and  100’s  of    millions  of  dollars.

PA TT E

SNR

?

I  wrote  this  …

…  more  at:  NirAndFar.com

Vitamins ORPain Killers?

PAIN  KILLERS  address  a  burning  need.

VITAMINS  are    “nice  to  have.”

Vitamins ORPain Killers?

becomesPLEASURE  SEEKINGbehavior

PAIN  ALLEVIATINGbehavior

With  habit-­‐forming  technology

What  do  we  mean  by  PAIN?  

Close  your  eyes.

HOW DID YOU FEEL?

When  we  FEEL  AN  ITCHwe  seek  to  SCRATCH  IT.

The  SOLUTION  TO  OUR  DISCOMFORT  is  found  in  the  product’s  use.

We  are  not  designing  for  addiction  NOT  must  be  in  graphic  

Do  not  design  for  addiction.

A  BEHAVIOR  DONE  WITH

CONSCIOUS  THOUGHT

LITTLE  OR  NO  hab·it

HEALTHTAP

REV

POCKET

BIA

LUMO

7 CUPS

EMODT

PANTRY LABS

Habits can be used for good.

REFRESH.IO

1.  FREQUENCY

   Source:  Judah,  G;  Gardner,  B;  Aunger,  R;  2013

2.  ATTITUDE  CHANGE    Source:  Judah,  G;  Gardner,  B;  Aunger,  R;  2013

Harnessing  

VERY  GOODHABITS  can  be  

FOR  BUSINESS.

Creating  consumer  habits  drives  

HIGHER  CUSTOMERLIFETIME  VALUE  (CLTV).

Creating  consumer  habits  gives  companies  GREATER  FLEXIBILITYTO  INCREASE  PRICES.

Creating  consumer  habits  

SUPERCHARGESGROWTH.

Creating  consumer  habits

INCREASES  DEFENSIBILITY.

However,  forming  new  habits  is  HARD  WORK

AND  EXCEPTIONALLY  RARE.

But  if  your  business  requires    “unprompted  user  engagement,”

A  design  pattern  to  helpFORM  BETTER  PRODUCT  HYPOTHESES.

BUILDING  ISEXPENSIVE      

INCREASE  YOUR  ODDS  OF  SUCCESS.

h kThe$HOOK$is$an$experience$designed$to$

connect$the$user’s$problem$to$your$solu7on.$

h kwith%enough%%

FREQUENCY%%

to%%FORM+A+HABIT.+

h kA"Hook"has"4"parts:"

-­‐  A  hook  has  4  parts:  -­‐  Trigger  -­‐  Action  -­‐  Reward  -­‐  Investment

A  

T  A  

R  I

h k

HABITS  ARE  BUILT  UPON  like  the  layers  of  a  pearl.

Triggers  come  in  two  flavors:EXTERNAL  &  INTERNAL

EXTERNAL  TRIGGERSThe  information  for  what  to  do  next    

is  within  the  trigger.

Billboards SODA

Optimizing  external  triggers  =    Growth  Hacking

INTERNAL  TRIGGERSThe  information  for  what  to  do  next  is  informed   through  an  association  in  the  user’s  memory.

Negative  emotions  are  POWERFUL  INTERNAL  TRIGGERS.

lost

indecisivetense

fatiguedinferior

bored

confused

fear  of  loss

dissatisfiedpowerless

discouraged

lonesome

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                                      

Do you know your customer’s INTERNAL TRIGGER?

What  triggers  make                                                  so  habit-­‐forming?

 external  triggers

of  losing  the  moment.solves  the  pain

But                                                is  also  a  social  network.

Urge to preserve

Stressed

Lonely

CuriousInsecurity

Bored

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TheSIMPLEST  ACTIONin  anticipation  of  a  reward.

Scroll

Search

Play

According  to  BJ  Fogg,  for  any  behavior  to  occur,  we  need  MOTIVATION,  ABILITY,  and  a  TRIGGER

b=m+a+t

“THE  ENERGY  FOR  ACTION”mo·ti·va·tion

-­‐Edward  Deci

THERE  ARE  SIX  FACTORS  THAT  CAN  INCREASE  MOTIVATION.

Seeking PleasureAvoiding PainSeeking HopeAvoiding Fear Seeking AcceptanceAvoiding Rejection

Source:  Dr.  BJ  Fogg,  Stanford  University    

Seeking  HOPE

Seeking  PLEASURE

Avoiding  FEAR

Seeking  ACCEPTANCE

ABILITYthe capacity to do a particular action

Time%

$ Six$factors$can$increase$or$decrease$ability.%

Money% Physical%effort%

Brain%cycles% Social%deviance% Non8rou:ne%

Source:%Dr.%BJ%Fogg,%Stanford%University%

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

Simplicity is a function of your

scarcest resource at that moment.

-­‐BJ  Fogg

through  the  years

2009 2010 2011 2012 2013

2009 2010 2011 2012 2013

through  the  years

2009 2010 2011 2012 2013

through  the  years

h k

studied  by  Olds  &  Milner.

NUCLEUS  It  all  starts  with  the

ACCUMBENS

   Source:  Olds  and  Milner,  1945

The  nucleus  accumbens  is  activated  when  

we  crave.

Olds & Milner

Not exactly.

stimulatingpleasure?

Were

They  were  stimulating  the  STRESS  OF  DESIRE.

Our  reward  system  activates  with  anticipation

Source:  Knutson  et  al  2001    

…  and  calms  when  we  get  what  we  want.

Source:  Knutson  et  al  2001

That’s  the  ITCHwe  seek  to  SCRATCH.

There  is  a  way  to  supercharge  the  stress  of  desire.

IS  FASCINATING.THE  UNKNOWN

Variability  causes  us  to    focus  and  engagement

…and  increases  behavior.

The  nucleus  accumbens  is  stimulated  by  variability.

3  types  of  VARIABLE  REWARDS

TRIBE HUNT SELF

Habit-­‐forming  tech  uses  1  OR  MORE

TRIBE

SEARCH  FORSOCIAL  REWARDS

partnershipempathetic joy competition

We  Like  social  rewards.

We  LOVE  our  tribes.

We  value  recognition  and  cooperation

HUNT

SEARCH  FORRESOURCES

Stems  from  the  hunt  for  food  and  resources

Hunt  for  variable  material  rewards

Hunt  for  variable  material  rewards

Hunt   for  variable  information   rewards.

Hunters  on

scroll  pages.

SELF

SELF-­‐ACHIEVEMENTSEARCH  FOR

Leveling-­‐up  reflects  MASTERY  and  COMPETENCY.

Inbox  or  task  management  reflects  CONSISTENCY  and  COMPLETION.

WARNINGVariable  rewards  are  not  a  free  pass.  

Your  product  still  must  address  the  itch.

Build  variable  rewards  that  scratch  the  users  itch,  but  leave  them  wanting  more.

h k

Users  “invest”  for  future  benefits.

Social Capital

Money

TimeEffort

Emotional CommitmentPersonal

Data

Investments increase the likelihood of the next pass

through the Hook in

TWOways.

1.INVESTMENTS  LOAD  THE  NEXT  TRIGGER                OF  THE  HOOK.

Each  new  message  posted  on

is  an  open  invitation  for  an  external  trigger  to  be  returned.

Loading  the  next  trigger  with  Pin  It  button  

External  Trigger:    Facebook,  Twitter,  WOM Interesting  objects  (Hunt)

ScrollRe-­‐pin,  follow,    comment

The                                  Hook

(Early  User  –  “Consumer”  )

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

INVESTMENTS  STORE  VALUE,  improving  the  product  with  use.2.

CONTENT

DATA

FOLLOWERS

REPUTATION

30

!INVESTMENTS!

CREATES !PREFERENCE.

Self-made Origami

$0.23

3rd Party Bids

$0.05

We  value  things  more  when

Expert Origami

$0.27

put  work  in  them.

   Source:  Ariely,  Mochon,  and  Norton,  2012

Group 1 76%

Group 2 17%

As  we  invest,  we  seek  to  be    consistent  with  our  past  behaviors.

   Source:  Freedman  &  Fraser,  1966

   Source:  Jon  Esler,  1983

Changing  attitude  and  perception  to  avoid  COGNITIVE  DISSONANCE.

We  change  our  preferences,  tastes  and  attitudes.

h kThe$HOOK$is$an$experience$designed$to$

connect$the$user’s$problem$to$your$solu7on.$

Each  pass  through  the  Hook  helps  SHAPE  USER  PREFERENCES  AND  ATTITUDES.

h kWith%enough%frequency,%

A"HABIT"IS"FORMED."

-­‐  A  hook  has  4  parts:  -­‐  Trigger  -­‐  Action  -­‐  Reward  -­‐  Investment

A  

T  A  

R  I

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?

THE  MORALITYOF  MANIPULATION

Designing   habit-­‐forming    products  is  a  form  of  manipulation.

Users  take  our  technologies  to  bed.

They  check  our  devices  before  saying  “good  morning”  to  loved  ones.

Quite  possibly,  the    “CIGARETTE  OF  THIS  CENTURY.”-­‐  Ian  Bogust

What  RESPONSIBILITY  do  we  have  when  

changing  user  behavior?

THE  WORLD  IS  FULL  OF  PROBLEMS  TO  FIX.

Help  others  find  meaning.  Engage  them  in  something  important.

Build  the  

THE  WORLD.you  want  to  see  inCHANGE

Read  this  …

…  more  at:  NirAndFar.com

h k1.  Take  the  survey.  

www.OpinionTo.Us  !

2.  Get  the  slides.

@nireyal  www.nirandfar.com