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Hooked
[nlreyal
roducLs can profoundly
CnANGL CUk 8LnAVICkS.
100's of mllllons of
users.
.and 100's of
mllllons of dollars.
A
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S
N
k
?
l wroLe Lhls .
. more aL:
nlrAndlar.com
Vitamins OR
Pain Killers?
AIN kILLLkS address a
burnlng need.
VI1AMINS are
nlce Lo have."
Vitamins OR
Pain Killers?
becomes LLASUkL SLLkING
behavlor
AIN ALLLVIA1ING
behavlor
WlLh hablL-formlng Lechnology
WhaL do we mean by AIN?
Close your eyes.
HOW DID YOU FEEL?
When we ILLL AN I1Cn
we seek Lo SCkA1Cn I1.
1he SCLU1ICN 1C
CUk DISCCMICk1
ls found ln Lhe producL's use.
We are noL deslgnlng for addlcLlon
nC1 musL be ln graphlc
Do not des|gn for add|ct|on.
A 8LnAVICk DCNL WI1n
CCNSCICUS
1nCUGn1
LI11LL Ck NC
hab!it
HEALTHTAP
REV
POCKET
BIA
LUMO
7 CUPS
EMODT
PANTRY LABS
Habits can be used for good.
REFRESH.IO
1. IkLULNC
Source: !udah, C, Cardner, 8, Aunger, 8, 2013
2. A11I1UDL CnANGL
Source: !udah, C, Cardner, 8, Aunger, 8, 2013
Parnesslng
VLk GCCD
nA8I1S
can be
ICk 8USINLSS.
CreaLlng consumer hablLs drlves
nIGnLk CUS1CMLk
LIIL1IML VALUL (CL1V).
CreaLlng consumer hablLs glves companles
GkLA1Lk ILLkI8ILI1
1C INCkLASL kICLS.
CreaLlng consumer hablLs
SULkCnAkGLS
GkCW1n.
CreaLlng consumer hablLs
INCkLASLS DLILNSI8ILI1.
Powever, formlng new hablLs ls nAkD WCkk
AND LkCL1ICNALL kAkL.
8uL lf your buslness requlres
unprompLed user engagemenL,"
A deslgn paLLern Lo help
ICkM 8L11Lk kCDUC1
nC1nLSLS.
8UILDING IS
LkLNSIVL
INCkLASL CUk CDDS CI SUCCLSS.
h k
!"# !""# %& '( #)*#+%#(,# -#&%.(#- /0
,0((#,/ /"# 1&#+2& *+034#5 /0 601+ &04170(8
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!"#$ &'()*$
!"#$%#&'(
#(
!)"* , -,./01
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! #$$% &'( ) *'+,(-
- A hook has 4 parLs:
- 1rlgger
- AcLlon
- 8eward
- lnvesLmenL
A
1
A
k
I
h k
nA8I1S AkL
8UIL1 UCN
llke Lhe layers of a
pearl.
1rlggers come ln Lwo flavors:
Lk1LkNAL &
IN1LkNAL
Lk1LkNAL 1kIGGLkS
1he lnformaLlon for whaL Lo do nexL
ls wlLhln Lhe Lrlgger.
8|||boards
SC
uA
Cpt|m|z|ng externa| tr|ggers =
Growth nack|ng
IN1LkNAL 1kIGGLkS
1he lnformaLlon for whaL Lo do nexL ls lnformed
Lhrough an assoclaLlon ln Lhe user's memory.
negaLlve emoLlons are CWLkIUL IN1LkNAL 1kIGGLkS.
losL
lndeclslve
tense
fat|gued
lnferlor
bored
confused
fear of loss
d|ssat|sf|ed
power|ess
d|scouraged
|onesome
eople who are DLkLSSLD CnLCk LMAIL MCkL CI1LN.
!"#$%&' )"*+,-.-/#0+ &* -. 1231
When we feel LCNLL we use
When we feel UNSUkL we use
When we are 8CkLD we use
Do you know your customers
INTERNAL TRIGGER?
WhaL Lrlggers make so hablL-formlng?
exLernal Lrlggers
of loslng Lhe momenL.
solves Lhe paln
8uL ls
also a soclal neLwork.
Urge to
preserve
Stressed
Lonely
Curious
Insecurity
Bored
h k
1he
SIMLLS1 AC1ICN
ln anLlclpaLlon of a reward.
Scro||
Search
|ay
Accordlng Lo 8! logg, for any behavlor Lo occur, we
need MC1IVA1ICN, A8ILI1, and a 1kIGGLk
b=m+a+t
"1nL LNLkG ICk AC1ICN"
mo!ti!va!tion
4506-$0 7&%+
1nLkL AkL SIk IAC1CkS
1nA1 CAN INCkLASL
MC1IVA1ICN.
Seeking Pleasure
Avoiding Pain
Seeking Hope
Avoiding Fear
Seeking Acceptance
Avoiding Rejection
Source: ur. 8! logg, SLanford unlverslLy
Seeklng nCL
Seeklng LLASUkL
Avoldlng ILAk
Seeklng ACCL1ANCL
A8ILI1
the capacity to do
a particular action
1lme
$
!"# %&'()*+ '&, ",'*-&+- )* .-'*-&+- &/"0"(12
Money hyslcal eorL
8raln cycles Soclal devlance non-rouune
Source: ur. 8! logg, SLanford unlverslLy
logg 8ehavlor Model
M
O
T
I
V
A
T
I
O
N
ABILITY
Leve| of of mot|vat|on and ab|||ty
determ|nes |f act|on w||| occur.
Source: ur. 8! logg, SLanford unlverslLy
1kIGGLk
SUCCLLDS
1kIGGLk
IAILS
Simplicity is a
function of your
scarcest resource at
that moment.
489 :";;
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
sLudled by Clds & Mllner.
NUCLLUS
lL all sLarLs wlLh Lhe
ACCUM8LNS
Source: Clds and Mllner, 1943
1he nucleus accumbens
ls acLlvaLed when
we crave.
Olds & Milner
Not exactly.
stimulating
pleasure?
Were
1hey were sLlmulaLlng Lhe
S1kLSS CI DLSIkL.
Cur reward sysLem acLlvaLes
wlLh anLlclpaLlon
Source: knuLson eL al 2001
. and calms when
we geL whaL we wanL.
Source: knuLson eL al 2001
1haL's Lhe I1Cn
we seek Lo SCkA1Cn.
1here ls a way Lo supercharge Lhe sLress of deslre.
IS IASCINA1ING.
1nL UNkNCWN
varlablllLy causes us Lo
focus and engagemenL
.and lncreases behavlor.
1he nucleus accumbens ls
sLlmulaLed by varlablllLy.
3 types of VAkIA8LL kLWAkDS
TRIBE
HUNT
SELF
PablL-formlng Lech uses 1 Ck MCkL
TRIBE
SLAkCn ICk
SCCIAL kLWAkDS
partnership empathetic joy competition
We L|ke soclal rewards.
We LCVL our Lrlbes.
We value recognlLlon and cooperaLlon
HUNT
SLAkCn ICk
kLSCUkCLS
SLems from Lhe hunL for food and resources
PunL for varlable maLerlal rewards
PunL for varlable maLerlal rewards
PunL
for varlable
lnformaLlon
rewards.
PunLers on
scroll pages.
SELF
SLLI-ACnILVLMLN1
SLAkCn ICk
Levellng-up reflecLs MAS1Lk and CCML1LNC.
lnbox or Lask managemenL reflecLs
CCNSIS1LNC and CCMLL1ICN.
WAkNING
varlable rewards are noL a free pass.
?our producL sLlll musL address Lhe lLch.
8ulld varlable rewards LhaL scraLch Lhe users lLch,
buL leave Lhem wanLlng more.
h k
users lnvesL" for fuLure beneflLs.
Social
Capital
Money
Time
Effort
Emotional
Commitment
Personal
Data
Investments increase the
likelihood of the next pass
through the Hook in
TWO
ways.
1.
!"#$%&'$"&%
)*+, &-$
"$.& &/!00$/
*1 &-$ -**23
Lach new message posLed on
ls an open
lnvlLaLlon for an
exLernal Lrlgger Lo
be reLurned.
Loadlng Lhe nexL Lrlgger wlLh ln lL buLLon
LxLernal 1rlgger:
lacebook, 1wlLLer, WCM lnLeresLlng ob[ecLs (PunL)
Scroll 8e-pln, follow,
commenL
&45 -667
(Larly user - Consumer" )
WhaL dld frlend posL? (1rlbe)
lnLeresLlng ob[ecLs (PunL)
Log-ln
lnsLall ln lL buLLon, ln,
8e-pln, follow,
commenL
(Lxperlenced user - CuraLors")
!"#$%&'( *%+,,$%-
Lmalls and noLlflcaLlons
.&#$%&'( *%+,,$%-
lear of loslng conLenL, boredom
&45 -667
!"#$%&'$"&% %&*/$ #+)8$9
lmprovlng Lhe producL wlLh use. 2.
:*"&$"&
,+&+
1*))*;$/%
/$<8&+&!*"
=>
INVESTMENTS
CREATES
PREFERENCE.
Self-made Origami
$0.23
3
rd
Party Bids
$0.05
We value Lhlngs more when
Expert Origami
$0.27
puL work ln Lhem.
Source: Arlely, Mochon, and norLon, 2012
Group 1
76%
Group 2
17%
As we lnvesL, we seek Lo be
conslsLenL wlLh our pasL behavlors.
Source: lreedman & lraser, 1966
Source: !on Lsler, 1983
Changlng aLLlLude
and percepLlon Lo
avold :*0"!&!#$
,!%%*"+":$.
We change our
preferences,
LasLes and
aLLlLudes.
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!"# !""# %& '( #)*#+%#(,# -#&%.(#- /0
,0((#,/ /"# 1&#+2& *+034#5 /0 601+ &04170(8
Lach pass Lhrough Lhe Pook helps
%-+<$ 8%$/ </$1$/$":$% +", +&&!&8,$%3
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!"#$ &'()*$ +,&-)&'./0
! #!$%& %' ()*+,-.
- A hook has 4 parLs:
- 1rlgger
- AcLlon
- 8eward
- lnvesLmenL
+
&
+
/
!
&45 -**2 :?@A?B
1. WhaL lnLernal Lrlgger ls
Lhe producL addresslng?
2. WhaL exLernal Lrlgger
geLs Lhe user Lo Lhe producL?
4. ls Lhe reward
fulfllllng, yeL leaves Lhe
user wanLlng more?
3. WhaL ls Lhe slmplesL
behavlor ln anLlclpaLlon
of reward?
3. WhaL blL of work" ls done
Lo lncrease Lhe llkellhood of
reLurnlng?
&-$ '*/+)!&C
*1 '+"!<8)+&!*"
ueslgnlng
hablL-formlng
producLs ls a form
of manlpulaLlon.
users Lake our Lechnologles Lo bed.
1hey check our devlces before saylng good
mornlng" Lo loved ones.
CulLe posslbly, Lhe
D:!0+/$&&$ *1
&-!% :$"&8/C3E
4 <-= 8";#>*
WhaL
/$%<*"%!F!)!&C
do we have when
changlng user behavlor?
&-$ ;*/), !% 18)) *1 </*F)$'% &* 1!.3
Pelp oLhers flnd meanlng. Lngage Lhem ln
someLhlng lmporLanL.
/0+(1 Lhe
&-$ ;*/),3
you wanL Lo see ln
:-+"0$
8ead Lhls .
. more aL:
nlrAndlar.com
h k
G3 &?75 H45 BIJA5K3
LLL3*MN@N6@&638B
O3 05H H45 BPNQ5B3
[nlreyal
www.nlrandfar.com
