Download
1 / 147

Hooked Workshop - PowerPoint PPT Présentation


  • 615 Vues
  • Chargé le

Slideshow about Hooked Workshop by Nir Eyal

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Télécharger Présentation

PowerPoint Slideshow about 'Hooked Workshop' - nireyal


Une image / lien ci-dessous est fourni (comme) pour télécharger la présentation

Politique Télécharger: Contenu sur le site Web vous est fourni TEL QUEL pour votre information et usage personnel et ne peut être vendu / licence / partagé sur d'autres sites sans obtenir le consentement de son auteur.Pendant le téléchargement, si pour une raison quelconque, vous n'êtes pas en mesure de télécharger une présentation, l'éditeur peut avoir supprimé le fichier à partir de leur serveur.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Présentations Transcript

k

h

Hooked


@nireyal


Productscanprofoundly changeourbehaviors

Productscanprofoundly

CHANGEOURBEHAVIORS.


100 sofmillionsof users

100’sofmillionsof

users…

…and100’sof

millionsofdollars.


?

S

N

R

T E

PA T


Iwrotethis

Iwrotethis…

…moreat:

NirAndFar.com




Whenwe feelanitch weseekto scratchit

WhenweFEELANITCH

weseektoSCRATCHIT.


Thebrainassociatesbehaviorsthat provideasolution

Thebrainassociatesbehaviorsthat

PROVIDEASOLUTION


towhateverproblemitencounters.


The solutionto ourdiscomfort isfoundintheproduct

TheSOLUTIONTO


OURDISCOMFORT


isfoundintheproduct’suse.


Imagesofchocolatebringboth pleasureandstressto

Imagesofchocolatebringboth

pleasureandstressto“cravers.”

Source:Rodriguezetal2005


Stressisaprecondition foraddiction

STRESSisaprecondition

foraddiction.

Source:HeiligandKoob2007


Wearenotdesigningforaddiction notmustbeingraphic

Wearenotdesigningforaddiction

NOTmustbeingraphic

Donotdesignforaddiction.


Hab it

hab·it

ABEHAVIORDONEWITH

LITTLEORNO


CONSCIOUS

THOUGHT



1 frequency

1.FREQUENCY

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


2 attitudechange

2.ATTITUDECHANGE

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


Harnessing habits canbe

Harnessing

HABITS

canbe

VERYGOOD

FORBUSINESS.


Creatingconsumerhabitsdrives highercustomer

Creatingconsumerhabitsdrives

HIGHERCUSTOMER

LIFETIMEVALUE(CLTV).


Creatingconsumerhabitsgivescompanies

Creatingconsumerhabitsgivescompanies

GREATERFLEXIBILITY

TOINCREASEPRICES.


Creatingconsumerhabits supercharges growth

Creatingconsumerhabits

SUPERCHARGES

GROWTH.


Creatingconsumerhabits

Creatingconsumerhabits

INCREASESDEFENSIBILITY.




Butifyourbusinessrequires unprompteduserengagement

Butifyourbusinessrequires

“unprompteduserengagement,”


Adesignpatterntohelp formbetterproduct hypotheses

Adesignpatterntohelp

FORMBETTERPRODUCT

HYPOTHESES.


Buildingis expensive

BUILDINGIS

EXPENSIVE



k

h

The$HOOK$is$an$experience$designed$to$

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


k

h

with%enough%%

FREQUENCY%%

to%%

FORM+A+HABIT.+


Now it is

NOW IT IS

YOUR TURN


Getintogroupsof2or3

Getintogroupsof2or3.

❑ Describeyourproductor

service.

❑ Pickoneproductwithone

user.


Whydoesyourbusiness requireahabit

Whydoesyourbusiness

requireahabit?

❑ Whatproblemareusers

comingtosolve?

❑ Howdotheycurrently

solvetheproblemand

whydoesitneedanew

solution?


Whatactiondoyouwant tomakeintoahabit

Whatactiondoyouwant

tomakeintoahabit?

❑ Howfrequentlydoyou

expectuserstoengage?


k

h

A"Hook"has"4"parts:"


k

h


Triggerscomeintwoflavors external internal

Triggerscomeintwoflavors:

EXTERNAL&


INTERNAL


Externaltriggers theinformationforwhattodonext

EXTERNALTRIGGERS

Theinformationforwhattodonext

iswithinthetrigger.

Billboards

SO

DA


Internaltriggers

INTERNALTRIGGERS

Theinformationforwhattodonextisinformed


throughanassociationintheuser’smemory.


Negativeemotionsare powerfulinternaltriggers

NegativeemotionsarePOWERFULINTERNALTRIGGERS.

lonesome

indecisive

tense

confused

discouraged

powerless

dissatisfied

fatigued

fearofloss

inferior

bored

lost


Peoplewhoare depressedcheckemailmoreoften

PeoplewhoareDEPRESSEDCHECKEMAILMOREOFTEN.

Source: Kotikalapudi et al 2012


Whenwefeel lonely weuse

WhenwefeelLONELYweuse


Whenwefeel unsure weuse

WhenwefeelUNSUREweuse


Whenweare bored weuse

WhenweareBOREDweuse




It all starts with a narrative if you want

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#


Instantcakemixwas amarketingfailure

INSTANTCAKEMIXWAS

AMARKETINGFAILURE.

BettyCrockerassumedthat

customerswanted

conveniencebut“Justadd

water”didnotsell.

1952

Source:“FindingBettyCrocker”,SusanMarks


Whydowemakecake

WHYDOWEMAKECAKE?

togiveandreceivelovefrompeoplewecareabout.





Solvesthepain

solvesthepain

oflosingthemoment.


Butis alsoasocialnetwork

Butis

alsoasocialnetwork.

Lonely

Stressed

Urge to

preserve

Curious

Insecurity

Bored


Your your turn turn to to build a build

YOUR

YOUR

TURN

TURN

TO

TO

BUILD A

BUILD A

NARRATIVE

NARRATIVE


Buildyournarrative

BUILDYOURNARRATIVE

❑ Whoistheuser?

❑ Whataretheydoing

immediatelybeforeyour

intendedhabit?


Internaltriggers 1

INTERNALTRIGGERS

❑ Comeupwith3internal

triggerhypotheses

(emotions,routines,

situations…)

❑ Whichinternaltrigger

occursmostoften?

❑ Everytime_______,

theuser________.


Externaltriggers whereandwhencanyou

EXTERNALTRIGGERS

❑ Whereandwhencanyou

insertyourexternal

triggers?

❑ Howcanyoubeinfront

oftheuserwhenher

internaltriggerfires?

❑ Thinkof3“rationalideas”

and3“crazyideas.”


Hypothesishomework

HYPOTHESISHOMEWORK

❑ Areyourassumptions

correct?

❑ Isyournarrativereally

happening?

❑ “Getoutofthebuilding.”

–SteveBlank

❑ Testyourbiggest

assumptionsfirstand

cheaply.


Take a break

Take a break

“Hook”byBluesTraveler


k

h


The

SIMPLESTBEHAVIOR

inanticipationofareward.





Accordingtobjfogg foranybehaviortooccur we need

AccordingtoBJFogg,foranybehaviortooccur,we

needMOTIVATION,ABILITY,andaTRIGGER

b=m+a+t


Theenergyforaction mo ti va tion

“THEENERGYFORACTION”

mo·ti·va·tion

-Edward Deci


Therearesixfactors thatcanincrease motivation

THEREARESIXFACTORS

THATCANINCREASE

MOTIVATION.

Seeking Pleasure


Avoiding Pain


Seeking Hope


Avoiding Fear


Seeking Acceptance


Avoiding Rejection

Source:Dr.BJFogg,StanfordUniversity


Seeking hope

SeekingHOPE


Seeking pleasure

SeekingPLEASURE



SeekingACCEPTANCE


Ability the capacity to do a particular action

ABILITY

the capacity to do

a particular action


Time% $

Money%

Physical%effort%

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

%

Brain%cycles%

Social%deviance%

Non8rou:ne%

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


Levelofmotivationandability

Levelofmotivationandability

determinesifactionwilloccur.

TRIGGER

SUCCEEDS

MOTIVATION

TRIGGER

FAILS

ABILITY

FoggBehaviorModel

Source:Dr.BJFogg,StanfordUniversity


Shoulddesigners movemotivationorabilityfirst

ShoulddesignersMOVEMOTIVATIONORABILITYFIRST?



Butyou lloften getthesameresults

…butyou’lloften

getthesameresults.


Throughtheyears

throughtheyears

2010

2011

2012

TODAY

2009


Throughtheyears 1

throughtheyears

2009

2011

2012

TODAY

2010


Throughtheyears 2

throughtheyears

2009

2010

2011

2012

TODAY


Your your turn turn to to simplify simplify

YOUR

YOUR

TURN

TURN

TO

TO

SIMPLIFY

SIMPLIFY

THE ACTION

THE ACTION


Usersareonapathtosolvingaproblem

Usersareonapathtosolvingaproblem.

ProductInterface

InternalTrigger

Reward/PainAlleviation


Userstakeactiontoalleviatepain

userstakeactiontoalleviatepain.

ProductInterface

1.

OpenApp

2.

Log-in(sometimes)

3.

Scroll&Read

InternalTrigger

Reward/PainAlleviation


Mapthepath userstaketo scratchtheiritch

Mapthepath

userstaketo

scratchtheiritch.


Findthe scarcestresource

Findthe“scarcestresource”

❑ Reviewyourflow.Whereis

theactionmostdifficult?

❑ Whichresourceislacking?

•Money

•Physicaleffort

•Braincycles(tooconfusing)

•Socialdeviance(outsidenorm)

•Non-routine(toonew)

•Time

❑ Whatare3testablewaysto

maketheactioneasier?


k

h


Itallstartswiththe

Itallstartswiththe

NUCLEUS

ACCUMBENS

studiedbyOlds&Milner.

Source:OldsandMilner,1945


Thenucleusaccumbens isactivatedwhen

Thenucleusaccumbens

isactivatedwhen


wecrave.


Were

Olds & Milner

stimulating

pleasure?

Not exactly.


Theywerestimulatingthe stressofdesire

Theywerestimulatingthe

STRESSOFDESIRE.


Ourrewardsystemactivates withanticipation

Ourrewardsystemactivates

withanticipation

Source:Knutsonetal2001


Andcalmswhen wegetwhatwewant

…andcalmswhen

wegetwhatwewant.

Source:Knutsonetal2001


That sthe itch weseekto scratch

That’stheITCH

weseektoSCRATCH.



Theunknown

THEUNKNOWN

ISFASCINATING.

Variabilitycausesusto

focusandengage



Thenucleusaccumbensis stimulatedbyvariability

Thenucleusaccumbensis

stimulatedbyvariability.


3typesofvariablerewards

3typesofVARIABLEREWARDS

HUNT

TRIBE

SELF

Habit-formingtechuses1ORMORE


Searchfor socialrewards

SEARCHFOR

SOCIALREWARDS

TRIBE


Empathetic joy

empathetic joy

competition

partnership


We like socialrewards

WeLikesocialrewards.




Searchfor resources

SEARCHFOR

RESOURCES

HUNT





Hunt forvariable information rewards

Hunt

forvariable

information


rewards.


Hunterson

Hunterson

scrollpages.


Searchfor

SEARCHFOR

SELF-ACHIEVEMENT

SELF


Leveling upreflects masteryandcompetency

Leveling-upreflectsMASTERYandCOMPETENCY.


Inboxortaskmanagementreflects

Inboxortaskmanagementreflects

CONSISTENCYandCOMPLETION.


Warning variablerewardsarenotafreepass

WARNING

Variablerewardsarenotafreepass.


Yourproductstillmustaddresstheitch.


Autonomyis apre requisite

AUTONOMYIS

APRE-REQUISITE.

Doyourusersfeelincontrol?

Source:DeciandRyanonSelf-DeterminationTheory


Bewareof finitevariability

BewareofFINITEVARIABILITY.




Your your turn turn to to reward reward your

YOUR

YOUR

TURN

TURN

TO

TO

REWARD

REWARD

YOUR USERS

YOUR USERS


Reviewyourflow isthe rewardfulfilling yetleaves

Reviewyourflow.Isthe

rewardfulfilling,yetleaves

theuserwantingmore?

❑ Brainstorm3waysusers

searchforvariablereward.

•RewardsoftheTribe-gratification

fromothers.

•RewardsoftheHunt-things,

moneyorinformation.

•RewardsoftheSelf-mastery,

completion,competency,

consistency.


k

h


Users invest forfuturebenefits

Users“invest”forfuturebenefits.

Emotional

Commitment

Money

Personal

Data

Social

Capital

Effort

Time


Investments increase the likelihood of the next

Investments increase the

likelihood of the next pass

through the Hook in 


TWO


ways.


Investments loadthe nexttrigger ofthehook

INVESTMENTS

LOADTHE

NEXTTRIGGER

OFTHEHOOK.

1.



Isanopen invitationforan externaltriggerto

isanopen

invitationforan

externaltriggerto

bereturned.


Investmentsstorevalue improvingtheproductwithuse

INVESTMENTSSTOREVALUE,

improvingtheproductwithuse.

2.






Your your turn turn to to get users get users

YOUR

YOUR

TURN

TURN

TO

TO

GET USERS

GET USERS

TO INVEST

TO INVEST


Reviewyourflow what bitofwork areyourusers

Reviewyourflow.What

“bitofwork”areyourusers

doingtoincreasethe

likelihoodofreturning?

❑ Brainstorm3waystoadd

smallinvestmentsintoyour

userexperienceto:

•LoadtheNextTrigger

•StoreValue

•Content,Data,Followers,

Reputation

5min


k

h

The$HOOK$is$an$experience$designed$to$

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


Eachpassthroughthehookhelps

EachpassthroughtheHookhelps

SHAPEUSERPREFERENCESANDATTITUDES.


k

h

With%enough%frequency,%

A"HABIT"IS"FORMED."


Thehookcanvas

TheHOOKCanvas

1.Whatinternaltriggeris

theproductaddressing?

2.Whatexternaltrigger

getstheusertotheproduct?

4.Isthereward

fulfilling,yetleavesthe

userwantingmore?

5.What“bitofwork”isdone

toincreasethelikelihoodof

returning?

3.Whatisthesimplest

behaviorinanticipation

ofreward?


Themorality ofmanipulation

THEMORALITY

OFMANIPULATION


Designing habit forming productsisaform

Designing

habit-forming

productsisaform

ofmanipulation.




Quitepossibly the cigaretteof thiscentury

Quitepossibly,the

“CIGARETTEOF


THISCENTURY.”


- Ian Bogust


What

RESPONSIBILITY

dowehavewhen

changinguserbehavior?


Theworldisfullofproblemstofix

THEWORLDISFULLOFPROBLEMSTOFIX.

Helpothersfindmeaning.Engagethemin

somethingimportant.


Build the change

Buildthe

CHANGE

youwanttoseein

THEWORLD.


ad