the automatic customer (gamification summit)
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The Automatic Customer: Designing User Behavior
Gamification ConferenceJune 21, 2012
Nir EyalNirAndFar.com
@nireyal
@nireyal NirAndFar.com
1. Please use your phones. Tweet: @nireyal
2. Slides will not be handed out.
Take notes!
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“OMG businesses”
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Patterns
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Vitamins or painkillers?
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Selling painkillers
- Obvious need - stop pain- Quantifiable market- Monetizable
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Selling vitamins
- Emotional need, not efficacy- “Makes me feel good knowing...”- Unknown market
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Vitamins or painkillers?
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Habit when not doing
causes pain.
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Habit-forming technology
Vitamin Painkiller
Pleasure seeking
Pain alleviation
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"We wanted flying cars, instead we got 140 characters." - Peter Thiel
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How to engineer behavior?
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Desire engines
Move users through stages of mastery.Create internal triggers.
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The Desire EngineTrigger Action
Var. RewardCommitment
ExternalInternal
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Trigger
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Trigger ExamplesExternal Internal
AlarmsAdvertising
Calls-to-actionEmailsStores
EmotionsRoutinesSituations
PlacesPeople
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DissatisfiedIndecisiveLostTenseFatiguedInferior
Internal triggers tend to be negative emotions
Boredom LonesomeFearConfusionPowerlessnessDiscouraged
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Action
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whendoing < thinking
= action
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triggers
ability
B = m.a.t.
Fogg Behavior Modelm
otiv
atio
n
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triggers = interaction design
ability = product
Behaviors to Actions with Cross-Functional Teams
mot
ivat
ion
= m
arke
ting
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Variable Reward
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We crave predictability
• Variable rewards drive us nuts.
• Compulsion to make sense of cause and effect.
• Dopamine system drives the search.
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The search for rewards
the Hunt
the Tribe
the Self
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Search for Social Rewards
theTribe
- Acceptance- Sex- Power
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Search for Resources
theHunt
- Food- Money- Information
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Search for Sensation
theSelf
- Mastery- Consistency- Competency- Purpose
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Variable Rewards Levers
•Type
•Frequency
•Amplitude
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Commitment
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Commitment
• Where user does a bit of “work.”
• “Pays” with something of value: time, money, social capital, effort, data ...
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Little commitments, big results
Group 1: 83% refused
Group 2: 76% accepted
Freedman & Fraser, 1966
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The crazy logic of commitment
• Should I ‘spend’ (time, money, effort ...) on this? Is it good?
• Only an idiot would ‘spend’ on something not good.
• Since I spent on it before and I am not an idiot, it must be good.
Credit to Jesse Schell
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Commitments are about future rewards that make the next action more likely.
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"Paying and subscribing are not actions. They are results of engagement." - Gabe Zichermann
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Desire Engine CanvasTrigger Action
Var. RewardCommitment
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How to use a Desire Engine
1. Think of what the INTERNAL TRIGGER will be. What’s the existing habit you’re attaching to?
2. Find the EXTERNAL TRIGGER to reach user with call-to-action. Communicate “what is product for?”
3. Prompt the intended ACTION - Make sure it’s very simple and defined. Ex - We want user to scroll
4. Add VARIABLE REWARDS - Mix the type (hunt, tribe, self), change frequency, and amplitude.
5. Ask for the COMMITMENT - Does it increase the likelihood of next cycle?
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Use this for authentic good.
Simple test:Would you use it?
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Some Examples
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Twitter (Consumer)T A
VRC
Facebook, friend, email ...
Scroll
Information(Hunt)Follow
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Twitter (Creator)T A
VRC
App icon, mention, messageRe-Tweet or Tweet
Social feedback(Tribe)
Connect with others: @ reply, DM ...
Boredom, curiosity, Lonesome
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EmailT A
VRC
Icon on phoneOpen unread messages
Write back
Procrastinate, anxiety, thoughts of others....
Tribe, hunt and self
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FarmvilleT A
VRC
Facebook feed, email ...Play
• Build farm• Invite others• Pay $
Boredom, lonesome,loss aversion = anxiety
• Points (hunt)• Personalized virtual goods (self)
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Please raise your phone in the air.
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Leave Feedback, Win a Prize, and Get Slides
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