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HELPING USERS CREATE GOOD
HABITS@MOSTGOODSALLY SHEPARD
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@mostgood
I play Candy Crush for research purposes
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@mostgood
IS THIS TALK ABOUT ENGINEERING OR DESIGN?
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@mostgood
1) BASICS OF HABITS 2) IMPLEMENTING HABITS 3) TESTING HABITS
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@mostgood
BASICS OF HABITS!
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@mostgood
WHY BUILD HABITS?
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@mostgood
Downloads do not equal users.
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@mostgood
Downloads
Opens app
1 day later
1 month later
1 week later
2 weeks later
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@mostgood
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@mostgood
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@mostgood
What makes these apps so successful?
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@mostgood
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@mostgood
Successful apps develop habits with users.
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@mostgood
WHAT IS A HABIT?
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@mostgood
A habit is created when a behaviour is repeated.
Behaviour = Habit
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@mostgood
Motivation
Trigger Action
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@mostgood
Behaviour
Motivation
Trigger Action
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@mostgood
= HabitBehaviour
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@mostgood
Habit Hook1) Trigger 2) Action 3) Reward 4) Investment
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@mostgood
ACTIONTRIGGER
REWARDINVESTMENT
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@mostgood
👋
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@mostgood
What brings users to your app?External trigger:
1MAIL
I’m a new message!Read me! Read me! Read me!
32m ago
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@mostgood
What brings users to your app?Internal trigger:
I should check my email
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@mostgood
Internal triggers
External triggers
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@mostgood
ACTIONTRIGGER
REWARDINVESTMENT
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@mostgood
Action: The thing a user needs to do.
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@mostgood
Action ⬌ Ability
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@mostgood
“the greatest return on investment will generally come from increasing a product’s ease-of-use.”
-‘Hooked’ by Nir Eyal
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@mostgood
List every step then remove as
many as possible
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@mostgood
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@mostgood
ACTIONTRIGGER
REWARDINVESTMENT
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@mostgood
Possible rewards: Unlocking in-app content Awards Sense of completion Status
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@mostgood
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@mostgood
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@mostgood
❤Variability
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@mostgood
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@mostgood
ACTIONTRIGGER
REWARDINVESTMENT
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@mostgood
💰 📊 🕑 🔨
Investments
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@mostgood
Investment should work towards improving the
users experience.
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@mostgood
IMPLEMENTING HABITS!
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@mostgood
Build habits around goals.
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@mostgood
Start with the goal the user
wants to achieve.
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@mostgood
I want to run 5k I want to be healthier I want to sleep better I want to be less stressed I want to improve my singing I want to lose weight
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@mostgood
List possible reasons why they want to achieve their goals.
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@mostgood
“I want to improve my singing”
Karaoke Night
Sing in choir
Band wants to record
Professional singer To serenade someone
Reunion performance Improve confidence
Performing in musical
Why might you want to improve your singing?
Love singing
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@mostgood
Thinking about the ‘why’ behind a goal,
how can you motivate users?
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@mostgood
Triggers need to include a motivation.
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@mostgood
Actions should be simple to understand and easy to complete.
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@mostgood
Rewards should align with motivations from the trigger,
and contribute to the users goal.
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@mostgood
The size of investment you can ask for, is
proportional to how long they’ve used the app.
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@mostgood
Ask for investments right
after rewards.
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@mostgood
STREAKS & HABITS
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@mostgood
⌚What’s your longest move streak?
(Check in the activity app on your phone, in the Achievements tab)
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@mostgood
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@mostgood
Hard streaks: Requires completing an action in every 24h period.
🤓
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@mostgood
Soft streaks: Requires completing an action in a less strict timeframe.
😎
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@mostgood
Dangers of Hard Streaks: Missing a day means starting over. You might never get that user back. The very happy user can become very angry. Not everyone responds to streaks.
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@mostgood
You can soften a hard streak by better defining what a day is.
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@mostgood
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@mostgood
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@mostgood
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@mostgood
Who goes to sleep after midnight?
✋
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@mostgood🕙🕚
People do not magically reset at midnight!
🕛👸🐸
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@mostgood
Don’t be lazy about date calculation in streaks.
Time zones exist and you need to account for them.
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@mostgood
We place significance on doing something a
certain number of times.
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@mostgood
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@mostgood
If you place significance on doing something a
certain number of times, make sure it’s consistent.
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@mostgood
HABIT EXAMPLE
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@mostgood
Goal: “I want to improve my singing”
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@mostgood
External trigger: Push notification
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@mostgood
Action: Complete daily vocal exercises.
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@mostgood
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@mostgood
Reward: -Completion of action -Grading -Points to level up -Data about my performance -Streak
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@mostgood
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@mostgood
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@mostgood
Investment: Review the app…
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@mostgood
TESTING HABITS!
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@mostgood
ARE MY HABITS WORKING?
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@mostgood
Analytics are your friend.
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@mostgood
Analytics are like crash reports for user habits.
They help you analyze and debug what’s going on.
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@mostgood
Analytics are only helpful if they give you a complete picture.
Track events that verify the success as well as the failure of each part of a habit.
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@mostgood
Define what an ideal user is, then look for patterns.
Use these patterns to create more ideal users.
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@mostgood
Twitter: follow 30 people and you’re
likely to stick around.
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@mostgood
WHY ARE MY HABITS FAILING?
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@mostgood
Where in the habit hook are users leaving? Find the leaks and fix them.
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@mostgood
Analytics are not always the answer.
Sometimes you might need to dig deeper.
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@mostgood
-Battery drain -Crashes -Uses too much data -Doesn’t work offline
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@mostgood
Are triggers being triggered?
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@mostgood
1st hurdle: enabling the trigger
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@mostgood
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@mostgood
Make triggers easy to turn on and off.
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@mostgood
Are actions able to be completed?
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@mostgood
🕓💸💪🎓👮💾
Root of action failure
Time Money Physical Effort
Brain Cycles
Social Deviance
Non-routine
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@mostgood
Is the reward strong enough? Is there variability in the reward?
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@mostgood
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@mostgood
Is the investment too expensive? Are you asking just after the user received a great reward?
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@mostgood
Thanks for completing your first day! Please fill out this 75-page long survey!
🙅
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@mostgood
HABIT TIME MACHINE!
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@mostgood
How does the habit time machine work? - Timescale - Questions - Empathy
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@mostgood
DAILY 1 Day 7 Days 14 Days 21 Days 1 Month 2 Months 4 Months 6 Months 1 Year
WEEKLY 1 Week 2 Weeks 3 Weeks 1 Month 2 Months 4 Months 6 Months 1 Year 100 weeks
Timescale: -Regular intervals -Any milestones
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@mostgood
Questions: 1) Are my triggers motivational? 2) Is the action too difficult? 3) Is the reward strong enough? 4) Has the investment improved their experience?
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@mostgood
Empathy: What state will the app be in? What will happen if I miss a day? What kind of pressure do I feel? Am I closer to achieving my goal?
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@mostgood
Trigger:
Where’s our motivation? Is this the same message I get everyday?
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@mostgood
Trigger:
1 day in - this is fine 7 days in - I’m not motivated by this 2 months in - I’m turning off notifications
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@mostgood
Trigger:You could include streak information - ‘Complete today’s training to increase your streak to 8 days! You could include information about the exercises - ‘Todays training includes Foundation, Agility and Head Voice’
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@mostgood
Action:
Is the action too difficult?
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@mostgood
Time Money Physical Effort
Brain Cycles
Social Deviance
Non-routine
🕓💸💪🎓👮💾
Root of action failure
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@mostgood
Action:1 day in - I’m still getting the hang of this 7 days in - this is helping me 2 months in - this is taking too long! 4 months in - this is taking too long and the exercises are repetitive
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@mostgood
Action:The more I practice, the more I increase my singing range. This means it takes longer to complete my exercises. This can result in me not wanting to expand my singing range 😞
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@mostgood
Action:
Time Money Physical Effort
Brain Cycles
Social Deviance
Non-routine
🕓💸💪🎓👮💾
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@mostgood
Reward:
Is the reward strong enough?
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@mostgood
Reward:1 day in - Woo! I’m awesome :) 7 days in - Yay, I levelled up! 2 months in - I don’t remember the last time I levelled up 4 months in - I wish it did more analysis for me
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@mostgood
Reward:Levels are meaningless and it takes a super long time to level up. I want more than just basic stats. I don’t have any way to measure my overall success.
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@mostgood
Investment:Has the investment improved their experience?
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@mostgood
Investment:1 day in - Hmm 7 days in - Rate the app - OK 2 months in - Nothing… 4 months in - Nothing…
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@mostgood
Investment:I’ve reviewed the app. I sent some feedback. It should prompt me to recheck my singing range at certain times. I don’t get any emails, I wonder what’s going on with the development?
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@mostgood
HABITS & HEALTH
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@mostgood
Habit
Addiction
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@mostgood
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@mostgood
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@mostgoodE V I LDON’T BE
👹
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@mostgood
Manipulate for good.
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@mostgood
THANKS FOR LISTENING!@MOSTGOOD
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@mostgood
QUESTIONS?(I MIGHT HAVE SOME ANSWERS)