Beh Eng (UNow)

7/31/2019 Beh Eng (UNow)

1/67

Behavior by Design

University NowMay 17, 2012

Nir EyalNirAndFar.com

@nireyal


2/67

NirAndFar.com

How do companieshook users?


3/67

Me

NirAndFar.com


4/67

NirAndFar.com

I looked for patterns


5/67

Vitamins or painkillers?

NirAndFar.com


6/67

Selling painkillers

NirAndFar.com

- Obvious need - stop pain- Quantifiable market- Monetizable


7/67

NirAndFar.com

Selling vitamins

- Not essential- Emotional need, not efficacy- Makes me feel good knowing...


8/67

Habit whennot doing it

causes you pain.

NirAndFar.com


9/67

Habit-forming technology

Vitamin Painkiller

NirAndFar.com

Pleasure

seeking

Pain

alleviation


10/67

Time for us to usethis for good

NirAndFar.com


11/67

Your challenge:

More distractions

Harder to find new usersViral channels are dying

NirAndFar.com


12/67

Too many great ideas

die before their time.

NirAndFar.com


13/67

Lets get started

NirAndFar.com


14/67

Automaticity

NirAndFar.com


15/67

What is automaticity for?

NirAndFar.com

- Ability to learn

- Saves energy of effort- Speeds decisions- Keeps us safe

- Allows multitasking- Smaller heads


16/67

How engineerautomaticit ?

NirAndFar.com


17/67

The long way:Re etition

NirAndFar.com


18/67

The shortcut:Desire

NirAndFar.com


19/67

Desire engines create habits

NirAndFar.com


20/67

The Desire Engine

Trigger Action

Var. RewardCommitment

External

Internal

NirAndFar.com


21/67

Can anythingbecome a habit?Higher habit potential if:

- Fast cycles

Complete all four steps witheach visit

- Frequent revolutions

Reward consistency andfrequency for self-directedlearners


22/67

NirAndFar.com

Trigger

exam les?


23/67

Trigger Examples

External Internal

AlarmsAdvertisingCalls-to-action

EmailsStores

EmotionsRoutinesSituations

PlacesPeople

NirAndFar.com


24/67

Dissatisfied

IndecisiveLostTense

FatiguedInferior

Negative emotions areinternal triggers

Boredom

LonesomeFearConfusion

PowerlessnessDiscouraged


25/67

Action

NirAndFar.com


26/67

when

doing < thinking=

action


27/67

triggers

ability

B = m.a.t.

Fogg Behavior Model

motivatio

n

NirAndFar.com


28/67

ability

Factors of abilityTimeMoneyPhysical effortBrain cyclesSocial devianceNon-routine

NirAndFar.com


29/67

motivatio

n

Motivators for

BehaviorSeek:

PleasureHope

Acceptance

Avoid:PainFear

Rejection

SensationAnticipation

Social Cohesion

NirAndFar.com


30/67

How likely is the

intended action?

B = m.a.t.


31/67

Sufficient motivation,

high ability, clear triggers


32/67

triggers =user experience

ability = product design

Behaviors into Actions

motivation

=marke

ting

NirAndFar.com


33/67

Variable Reward

NirAndFar.com

exam les?


34/67

We crave predictability

Variable rewardsdrive us nuts

Compulsion to makesense of cause andeffect

Dopamine systemdrives the search

NirAndFar.com


35/67

Curious by nature

NirAndFar.com


36/67

The search for rewards

theHunt

theTribe

theSelf

NirAndFar.com


37/67

Search for Social

Rewards

theTribe

- Acceptance- Sex- Power

NirAndFar.com


38/67

Search for Resources

theHunt

- Food- Money- Information

NirAndFar.com


39/67

Search for Sensation

theSelf

- Mastery- Consistency- Competency- Purpose

NirAndFar.com


40/67

Tribe, Hunt, or Self?

NirAndFar.com


41/67


NirAndFar.com


42/67

NirAndFar.com



43/67

NirAndFar.com



44/67

Searching, searching andnever done

NirAndFar.com


45/67

Var Rewards Levers

TypeFrequency

Amplitude

NirAndFar.com


46/67

Commitment

NirAndFar.com


47/67

Commitment

Where user does abit of work. Pays with time,

money, social capital,

or data

NirAndFar.com


48/67

Commitments makethe nextactionmore likely.

NirAndFar.com


49/67

Little commitments,

big results

Group 1:83% refused

Group 2:76% ACCEPTED!

NirAndFar.comFreedman & Fraser, 1966


50/67

Commitments areabout consistency of

self-image.

NirAndFar.com


51/67

NirAndFar.com


52/67

Farmville

T A

VRC

NirAndFar.com

????

Facebook feed, email ...

????

????


53/67

Farmville

T A

VRC

Play

NirAndFar.com

????


????


54/67

Farmville

T A

VRC

Play

Points (hunt) Personalizedvirtual goods (self)

NirAndFar.com

????



55/67

Farmville

T A

VRC

Play

Build farm Invite others Pay $

NirAndFar.com



????


56/67

Farmville

T A

VRC

Facebook feed, email ...Play

Build farm Invite others Pay $

Boredom, lonesome,loss aversion = anxiety

NirAndFar.com



57/67

Email

T A

VRC

Icon on phone

NirAndFar.com

???? ????

????

????


58/67

Email

T A

VRC

Icon on phoneOpen unread

messages

NirAndFar.com

Tribe, hunt andself

????

????


59/67

Email

T A

VRC


messages

Write back

NirAndFar.com

Tribe, hunt andself

????


60/67

Email

T A

VRC


messages

Write back

Procrastinate, anxiety,thoughts of others....

NirAndFar.com

Tribe, hunt andself


61/67

Now its your turn ...

NirAndFar.com


62/67

Desire Engine Canvas

Trigger Action

Var. RewardCommitment

NirAndFar.com


63/67

How to use a

Desire Engine1. Think of what the INTERNAL TRIGGER will be. Whats the

existing habit youre attaching to?

2. Confirm the EXTERNAL TRIGGER touches the user nearthe existing habit. Ensure user understands what its for?

3. Prompt the intended ACTION - Make sure its very simpleand 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 likelihoodof next cycle?

NirAndFar.com


64/67

To increase automaticity:

- Increase speed through eachengine.- Increase frequency of engines in

users day.

NirAndFar.com


65/67

How can you alleviate pain?

Vitamin Painkiller

NirAndFar.com

Pleasureseeking

Painalleviation


66/67

Please raise your phonein the air.

NirAndFar.com


67/67

Leave Feedback, Win a Prize!

\

http://goo.gl/UEEX2(slides at end of survey)

Contact: [email protected]

Documents

Beh Eng (UNow)