designing behavior for fun and profit

7/31/2019 Designing Behavior for Fun and Profit

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Designing PersuasiveTechnology for Fun and Prot

August 1, 2012

Nir EyalNirAndFar.com

@nireyal


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@nireyal NirAndFar.com

Warning:Ugly slides ahead

(please help)


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What kind of adviceshould you listen to?


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1. Advice that helps youbuild something people want


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2. That ts yourbusiness model


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3. That fullls yourpurpose in life.


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Ill try to help you withall three, if...


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If...- Your business depends onfrequent user engagement.- You are not evil.

Then, you should stay.


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Spoiler:The answer is habits.


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Habit PotentialHighLow

V i r a l

C o e

f c

i e n t

( K )

Leaky Bucket Rocket Ship

CommitmentBusiness

GarbageK < 1

K >1

Facebook, Paypal, Pinterest

Evernote, Pandora, Amazon

Spammy apps

Habits > Viral


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Me


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@nireyal NirAndFar.comNirAndFar.com

Patterns


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OMG? businesses


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Vitamins or painkillers?


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Selling painkillers

- Obvious need - stop pain- Quantiable market- Monetizable


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Selling vitamins

- Emotional need, not efcacy- Makes me feel good knowing...- Unknown market


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Vitamins or painkillers?


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Habit whennot doing

causes pain.


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Habit-forming technology

Vitamin Painkiller

Pleasure

seeking

Pain

alleviation


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Creating pain?(more of an itch)


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Best odds of success

= founder / market t


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Access+ Speed+ Data

Everything is becomingmore addictive


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Desire Engines create habits


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The Desire EngineTrigger Action

Var. RewardInvestment

ExternalInternal


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Remember: A TARIA - A Desire Engine has 4 parts:

T - TriggerA - Action

R - RewardI - Investment


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Trigger


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Trigger ExamplesExternal Internal

AlarmsAdvertising

Calls-to-actionEmailsStores

EmotionsRoutinesSituations

PlacesPeople

What to do nextis in the trigger

What to do next is inthe users head


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Habits arent created,they are built upon


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Internal trigger

What is the existing behavior youreattaching to?

When would user engage?

Know the narrative. Every time you(verb), use ...


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DissatisedIndecisiveLostTense

FatiguedInferior

Fear of lossBoredLonesomeConfusedPowerlessDiscouraged

Negative emotions arepowerful internal triggers


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Habit-forming products

provide a solution to aninternally triggeredproblem.


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Formulate consistent calls-to-action. Each embedded answer to what is this

for? supporting the internal trigger.

External trigger


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The Instagram moment


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Instagram triggers

External Internal

- FB and Twitter- App notications - Fear of lossing themoment...- Bored, lonesome,curious...


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Action


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whendoing < thinking

=

action


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triggers

ability

B = m.a.t.

Fogg Behavior Model

m o t i v a t i o n


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@nireyal NirAndFar.comability

Factors of abilityTimeMoneyPhysical effortBrain cyclesSocial devianceNon-routine


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m o t i v a t i o n

Motivators for

BehaviorSeek:

PleasureHope

Acceptance

Avoid:PainFear

Rejection

SensationAnticipation

Social Cohesion


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How likely is theintended action?

B = m.a.t.


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Sufcient motivation,high ability, clear triggers


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triggers =interface design

ability = product

Behaviors to actions withcross-functional teams

m o t i v a t i o n

= m a r

k e

t i n g


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Variable Reward


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Curious by nature


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We crave predictability Variable rewards

drive us nuts Compulsion to make

sense of cause andeffect

Dopamine systemdrives the search


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The search for rewards

theHunt

theTribe

theSelf


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Search for SocialRewards

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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Tribe, Hunt, or Self?


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Dare you not to scroll


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Var Rewards Levers

Type Frequency

Amplitude


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Investment


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Investment

Where user does a bitof work.

Pays with somethingof value: time, money,social capital, effort,

emotional commitment,personal data ...


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- People who pick lottery numbersassign greater odds.

- More likely to play.

Langer, 1975

Doing work, increasescommitment


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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 ...) onthis? Is it good?

Only an idiot would spend on somethingnot good.

Since I spent on it before and I am not anidiot, 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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Investing in Any.do Investment into the

product with time,

data, and socialcapital

Loads the nextexternal trigger and

teaches the internaltrigger - when? andwhat for?


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When Desire Engines works:

High habit potential:- Frequent behaviors- Fast cycles


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Cycles over timeIncrease motivation

and difculty of action


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Desire Engine CanvasTrigger Action

Var. RewardInvestment


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The Desire Engine helpsyou create and prioritize

hypotheses to test.


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1. Start with the intendedACTION

What behavior does yourbusiness model depend on? Make simple and dened. We

want user to want to scroll.


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2. Think of what theINTERNAL TRIGGER will be. Whats the existing behavior

youre attaching to? When would user engage?

Know the narrative. Everytime you (verb), use ...


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3. Find the EXTERNALTRIGGER(s)

Formulate calls-to-action. Each embedded with a

consistent answer to what is

this for? based on internaltrigger.


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4. Add

VARIABLE REWARDS Must be authentic and meaningful

to the user. Formulate multiple hypotheses

using various types of searches

for rewards (tribe, hunt, self) Change frequency and amplitude


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5. Ask for INVESTMENT Does it increase the likelihood

of the next cycle throughDesire Engine?

Time, money, social capital,data, emotional commitment,physical effort.


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Be a facilitator.

BUILD the change youwant to see in the world.


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Please raise your phonein the air.


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Leave Feedback, GetSlides, Subscribe

OpinionTo.us


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Examples


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EmailT A

RI

Icon on phone Open unread

messages

Write back

Procrastinate, anxiety,thoughts of others....

Tribe, hunt andself


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FarmvilleT A

RI

Facebook feed, email ...Play

Build farm Invite others Pay $

Boredom, lonesome,loss aversion = anxiety

Points (hunt) Personalizedvirtual goods (self)


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Twitter (Consumer)T A

RI

Facebook, friend, email ...

Scroll

Information(Hunt)Follow


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Twitter (Creator)T A

RI

App icon, mention, messageRe-Tweet or

Tweet

Social feedback (Tribe)

Connect withothers:@ reply, DM ...

Boredom, curiosity,Lonesome

designing behavior for fun and profit

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