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Hooked Workshop

Slideshow about Hooked Workshop by Nir Eyal

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Hooked Workshop

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  1. k h Hooked
 
 @nireyal

  2. Productscanprofoundly
 CHANGEOURBEHAVIORS.

  3. 100’sofmillionsof users… …and100’sof millionsofdollars.

  4. ? S N R T E PA T

  5. Iwrotethis… …moreat: NirAndFar.com

  6. Closeyoureyes.

  7. HOW DID YOU FEEL?

  8. WhenweFEELANITCH weseektoSCRATCHIT.

  9. Thebrainassociatesbehaviorsthat
 PROVIDEASOLUTION
 towhateverproblemitencounters.

  10. TheSOLUTIONTO
 OURDISCOMFORT
 isfoundintheproduct’suse.

  11. Imagesofchocolatebringboth pleasureandstressto“cravers.” Source:Rodriguezetal2005

  12. STRESSisaprecondition foraddiction. Source:HeiligandKoob2007

  13. Wearenotdesigningforaddiction NOTmustbeingraphic Donotdesignforaddiction.

  14. hab·it ABEHAVIORDONEWITH LITTLEORNO
 CONSCIOUS THOUGHT

  15. Habits can be used for good.

  16. 1.FREQUENCY Source:Judah,G;Gardner,B;Aunger,R;2013

  17. 2.ATTITUDECHANGE Source:Judah,G;Gardner,B;Aunger,R;2013

  18. Harnessing HABITS canbe VERYGOOD FORBUSINESS.

  19. Creatingconsumerhabitsdrives
 HIGHERCUSTOMER LIFETIMEVALUE(CLTV).

  20. Creatingconsumerhabitsgivescompanies GREATERFLEXIBILITY TOINCREASEPRICES.

  21. Creatingconsumerhabits
 SUPERCHARGES GROWTH.

  22. Creatingconsumerhabits INCREASESDEFENSIBILITY.

  23. However,formingnewhabitsisHARDWORK

  24. ANDEXCEPTIONALLYRARE.

  25. Butifyourbusinessrequires “unprompteduserengagement,”

  26. Adesignpatterntohelp
 FORMBETTERPRODUCT HYPOTHESES.

  27. BUILDINGIS EXPENSIVE

  28. INCREASEYOURODDSOFSUCCESS.

  29. k h The$HOOK$is$an$experience$designed$to$ connect$the$user’s$problem$to$your$solu7on.$

  30. k h with%enough%% FREQUENCY%% to%% FORM+A+HABIT.+

  31. NOW IT IS YOUR TURN

  32. ❑ Getintogroupsof2or3. ❑ Describeyourproductor service. ❑ Pickoneproductwithone user.

  33. ❑ Whydoesyourbusiness requireahabit? ❑ Whatproblemareusers comingtosolve? ❑ Howdotheycurrently solvetheproblemand whydoesitneedanew solution?

  34. ❑ Whatactiondoyouwant tomakeintoahabit? ❑ Howfrequentlydoyou expectuserstoengage?

  35. k h A"Hook"has"4"parts:"

  36. k h

  37. Triggerscomeintwoflavors:
 EXTERNAL&
 INTERNAL

  38. EXTERNALTRIGGERS
 Theinformationforwhattodonext iswithinthetrigger. Billboards SO DA

  39. INTERNALTRIGGERS
 Theinformationforwhattodonextisinformed
 throughanassociationintheuser’smemory.

  40. NegativeemotionsarePOWERFULINTERNALTRIGGERS. lonesome indecisive tense confused discouraged powerless dissatisfied fatigued fearofloss inferior bored lost

  41. PeoplewhoareDEPRESSEDCHECKEMAILMOREOFTEN. Source: Kotikalapudi et al 2012

  42. WhenwefeelLONELYweuse

  43. WhenwefeelUNSUREweuse

  44. WhenweareBOREDweuse

  45. Do you know your customer’s INTERNAL TRIGGER?

  46. JackDorseyonNarratives

  47. 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#

  48. INSTANTCAKEMIXWAS AMARKETINGFAILURE. BettyCrockerassumedthat customerswanted conveniencebut“Justadd water”didnotsell. 1952 Source:“FindingBettyCrocker”,SusanMarks

  49. WHYDOWEMAKECAKE?
 
 togiveandreceivelovefrompeoplewecareabout.

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