The SOLUTION TO OUR DISCOMFORT is found in the product’s use.
We are not designing for addiction Do not design for addiction. NOT must be in graphic
1. FREQUENCY Source: Judah, G; Gardner, B; Aunger, R; 2013
But if your business requires “unprompted user engagement,”
A -‐ A hook has 4 parts: T -‐ Trigger A -‐ Action R -‐ Reward I -‐ Investment
Negative emotions are POWERFUL INTERNAL TRIGGERS. lonesome indecisive powerless tense dissatisfied confused inferior fatigued discouraged fear of loss bored lost
People who are DEPRESSED CHECK EMAIL MORE OFTEN. Source: Kotikalapudi et al 2012
But is also a social network. Lonely Stressed Curious Urge to preserve Bored Insecurity
According to BJ Fogg, for any behavior to occur, we need MOTIVATION, ABILITY, and a TRIGGER b=m+a+t
THERE ARE SIX FACTORS THAT CAN INCREASE MOTIVATION. Seeking Pleasure Avoiding Pain Seeking Hope Avoiding Fear Seeking Acceptance Avoiding Rejection Source: Dr. BJ Fogg, Stanford University
Level of of motivation and ability determines if action will occur. MOTIVATION TRIGGER SUCCEEDS TRIGGER FAILS Fogg Behavior Model ABILITY Source: Dr. BJ Fogg, Stanford University
Source: Olds and Milner, 1945 It all starts with the NUCLEUS ACCUMBENS studied by Olds & Milner.
Our reward system activates with anticipation Source: Knutson et al 2001
… and calms when we get what we want. Source: Knutson et al 2001
There is a way to supercharge the stress of desire.
3 types of VARIABLE REWARDS TRIBE HUNT SELF Habit-‐forming tech uses 1 OR MORE
Inbox or task management reflects CONSISTENCY and COMPLETION.
Users “invest” for future benefits. Money Social Capital Personal Data Time Emotional Commitment Effort
is an open invitation for an external trigger to be returned.
The Hook External Trigger: Facebook, Twitter, WOM Interesting objects (Hunt) Re-‐pin, follow, comment Scroll (Early User – “Consumer” )
The Hook External Trigger: Emails and notifications Internal Trigger: Fear of losing content, boredom What did friend post? (Tribe) Interesting objects (Hunt) Install Pin It button, Pin, Re-‐pin, follow, comment (Experienced User – “Curators”) Log-‐in
We value things more when put work in them. 3rd Party Bids $0.05 Expert Origami $0.27 Source: Ariely, Mochon, and Norton, 2012 Self-made Origami $0.23
As we invest, we seek to be consistent with our past behaviors. Group 1 Group 2 Source: Freedman & Fraser, 1966 76% 17%
Changing attitude and perception to avoid COGNITIVE DISSONANCE. Source: Jon Esler, 1983
Each pass through the Hook helps SHAPE USER PREFERENCES AND ATTITUDES.
A -‐ A hook has 4 parts: T -‐ Trigger A -‐ Action R -‐ Reward I -‐ Investment
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? 5. What “bit of work” is done to increase the likelihood of returning? 3. What is the simplest behavior in anticipation of reward?
They check our devices before saying “good morning” to loved ones.
THE WORLD IS FULL OF PROBLEMS TO FIX. Help others find meaning. Engage them in something important.
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