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Abstract.............................................................................................................. 2!
Trigger ............................................................................................................ 2!
Action ............................................................................................................. 2!
Variable Reward .............................................................................................. 2!
Investment ...................................................................................................... 2!
The How and Why of Habits ............................................................................... 3!
Competitive Advantages of Habit Forming Products ....................................... 3!
Trigger ................................................................................................................ 4!
External triggers .............................................................................................. 4!
Internal Triggers .............................................................................................. 4!
Building for Triggers ........................................................................................ 5!
Action ................................................................................................................. 5!
BJ Foggs six elements of simplicity ............................................................. 6!
Variable Reward ................................................................................................. 7!
Understanding Variability ................................................................................. 7!
The 3 Types of Reward: Tribe, Hunt, Self ........................................................ 7!
Investment .......................................................................................................... 9!
Changing attitudes .......................................................................................... 9!
Sidenotes Interesting Stuff ............................................................................. 10!
Key Take-Aways ............................................................................................... 11!
Application and Questions to Ask ..................................................................... 13
Sketchnotes, Mindmap ..................................................................................... 15
Summary of Hooked
Hooked
How to Build Habit-Forming Products
Abstract
Habits are automatic behaviors triggered by situational cues. Habits form when the
product of frequency and perceived utility is high.
Habit Design helps if people already want to do something, but, for lack of a
solution, dont do. If a solution doesnt solve the problem, design will not make it
sustainable.
The proposed Hook model has 4 main stages of habit-forming products:
TRIGGER
Situational clues (external triggers) should be intended and create successive hooks
so that the user forms associations with internal cues (triggers). For example:
people associate Facebook with their need for social connection.
ACTION
Action is done in anticipation of reward. If the action is performed depends on
a) the ease of the action
b) the psychological motivation.
VARIABLE REWARD
Predictable feedback loops dont create desire or craving. Dopamine surges when
we expect a reward. Introducing variability multiplies that effect, creating a rewardfocused state, which suppresses the areas of the brain associated with judgment
and reason while activating parts associated with wanting and desire (e. g. slot
machines, lottery)
Pinterests mix of relevant and irrelevant bits rewards usage in variable
intervals (also part of its stickyness: collecting, curating, curiosity).
INVESTMENT
The user has to put something in (do work) time, data, social capital, money, or
effort. This is not artificially, but to IMPROVE the service the next time around:
inviting friends, building assets, learning to use new features, stating preferences
are all investments to improve their future experiences.
Summary of Hooked
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2
http://www.forentrepreneurs.com/lessons-learnt-viral-marketing/
Depression = experiencing negative emotions more frequently than the general population and seek relief
Summary of Hooked
For some businesses habit-forming products are critical success, but not every
business requires habitual user engagement
Trigger
Habits are not created they are built upon. Technologies start changing behavior
by first cueing users with a call to action. External triggers are embedded with
information that tells the user what to do next. Some graphics are already accepted
as part of interface design (buttons, fields).
EXTERNAL TRIGGERS
1. Paid triggers: Since paying for re-engagement is unsustainable for most
models, companies generally use paid triggers to acquire new users and
then leverage other triggers to bring them back.
2. Earned Triggers: Keeping the product in spotlight: difficult and unpredictable
3. Relationship Triggers: One person telling another. Word of Mouth
4. Owned Triggers: Real estate in the users environment: email newsletter,
phone screen estate. As long as the user agrees, the company owns a
share in his attention. Paid, earned and relationship triggers drive acquisition,
owned triggers drive engagement.
External triggers tell the user what to do next by placing stuff in the environment.
Internal triggers do it through learned association. All triggers should propel users
through the hook model
INTERNAL TRIGGERS
Internal triggers give the brain information about what to do next it is learned
association inside the memory. When a product becomes coupled with an emotion,
routine or thought, it leverages an internal trigger. Emotions, particularly negative
ones (prospect theory), are powerful internal triggers. Boredom, loneliness,
frustration, confusion and indecisiveness often instigate a slight pain or irritation and
prompt an almost instantaneous and often mindless action to lessen the negative
sensation. (Instagram combats the fear of losing a special moment).
Our life is filled with tiny stressors and we are usually unaware of our habitual
reactions and nagging issues. The desire to be entertained can be a need to satiate
boredom. A need to share good news can also be thought of as an attempt to find
and maintain social connections. Accordingly, there are several features of Internet
usage that correlate with depression2 (very high email usage, high video usage,
gaming, chatting).
Depression = experiencing negative emotions more frequently than the general population and seek relief
by turning to technology to lift their mood.
Summary of Hooked
Action
BJ Foggs formula for behavior occurrence: B=MAT
Summary of Hooked
Summary of Hooked
Variable Reward
Most pleasure is NOT gained when we receive a reward, but rather in the
anticipation of it3. The anticipation-state releases dopamine and drives our search
for reward. We then act to alleviate the craving (or anxiety), not to get the reward.
UNDERSTANDING VARIABILITY
Laughter is a release valve when we experience the discomfort and excitement of
uncertainty, but without fear of harm
When something breaks the cause-effect pattern weve come to expect, we
suddenly become aware of it again. Novelty sparks interest. Adding variability
increases the frequency of intended actions.
At Stack Overflow users submit answers that can be up-voted. The user gets
points and with that levels, badges, status and privileges. There is also a
satisfaction in contributing to a community they care about.
To combat trolls in League of Legends, there is an Honor Points reward
system. Other users can award points for sportsmanlike conduct.
HUNT
Consuming Animal Protein was a significant milestone to better nutrition and led to
bigger brains. Evidence shows that weapons were only invented 500.000 years
ago, whereas weve been eating meat for over 2 million years. So the first 75% of
our existence we hunted with a technique thats called Persistence Hunting: The
hunter would slowly follow his prey until it collapsed from exhaustion. The ability to
maintain steady pursuit gave us the capacity to hunt large animals.
We are driven by the pursuit itself the need to acquire physical objects, such as
food and other supplies that directly or indirectly aid our survival are part of our
brains OS. Information translates into money and money into food Information is
now indirectly seen as an object of survival.
3
Shown by activity in the nucleus accumbens, which is part of the basal ganglia and has an
important role in pleasure, including laughter, reward, reinforcement learning, as well as fear,
aggression, impulsivity, addiction and the placebo effect.
Summary of Hooked
Pinterest, Twitter, Slot Machines keep people hunting for jackpots4 the action
is easy and some give a glimpse of what is coming (Pinterest, Slot Machines).
SELF
We are driven to conquer obstacles, even if just for the satisfaction of doing so.
Pursuing a task to completion can influence people to continue all sorts of
behavior. Puzzles are a perfect example. Self-determination theory espouses that
people desire to gain a sense of competency.
Video Games: Leveling up, unlocking special powers, weaponry, uncharted
lands, scores etc. fulfills desires by showing progress, completion and giving
feedback. All that can transform a difficult path in an engaging challenge.
Too many companies build products betting users will do what they make them do
instead of letting them do what the want to do
Beware of Finite Variability
Games played to completion (single player) offer finite variability while games played with
other people offer infinite variability. TV shows are finite, user-generated content is
infinite.
Summary of Hooked
Example: Email
Email uses all three types of rewards. There is a lot of uncertainty about who could
send us a mail. There is a social obligation to respond (rewards of the tribe),
curiosity about information, opportunities, threads (hunt) and the need to act,
complete and control our inbox (self).
Investment
CHANGING ATTITUDES
Studies show that frequency (ability) is the leading factor for forming new habits and
change in attitude about the habit. Attitude changes increases perceived utility
(motivation) and we enter the Habit Zone. Small investments change our perception
(Labor leads to love). The more we invest in a product, the more we value it has5.
Also, we seek to be consistent in our behavior. We avoid cognitive dissonance.
In Aesops fable a hungry fox encounters grapes he desires. After failing to reach
them he decides that the grapes must be sour and that therefore he would not
want them.
Example Beer: Our bodies were designed to reject beer and spicy food, but
seeing so many other people enjoying it (cognitive dissonance), makes us
repeat it (consistence) and that changes our perception (rationalization), which
then propels repetition.
See: IKEA effect and studies done on people selling their own origami frogs
Summary of Hooked
Any.do connects with the calendar, notifies people and urges people to do a
follow-up task. Snapchat messages contain an implicit prompt to respond.
A mobile analytics study showed that 26% of mobile apps were downloaded and
used only once. Data suggest that people use more apps, but engage with them
less frequently. Also having daily checklists (or streak counts) and sharing them, is a
reward. Portraying oneself in a positive light is intrinsically rewarding (humblebrag6).
People forgo money to disclose about themselves.
Habit forming technologies may be the cigarette of the 21st century. Our moral
compasses have not caught up with technological advances (revolution is faster
than evolution) and our systems have not developed antibodies to addictive new
things.
Disclosing information about the self is intrinsically rewarding Harvard Meta Analysis
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Key Take-Aways
GENERAL
The convergence of access, data and speed is making the world a more habitforming place.
Businesses that create customer habits gain a significant competitive
advantage.
Economic value becomes more and more reliant on the habits companies
create.
Habit-forming Products link their service to the users daily routines and
emotions and are used before rational thought occurs a first-to-mind solution.
Habit-Forming Products often form as nice-to-haves, but after the habit is
formed become must-haves.
TRIGGERS
Triggers cue the user to take action and are the first step in the Hook Model
Triggers have two types: external and internal
External triggers tell the user what to do next by placing information within the
users environment
Internal triggers tell the user what to do next through associations stored in
memory
Negative emotions frequently serve as internal triggers
ACTION
Behavior = Motivation, Ability, Trigger
Ensure a clear trigger is present, then increase ability by making the action
easier, and finally align with the right motivator
Every behavior is driven by on of 3 core motivators: seeking pleasure and
avoiding pain, seeking hope and avoiding fear, seeking social acceptance and
avoiding rejection.
Ability is influenced by the six factors: time, money, physical effort, brain cycles,
social deviance, and non-routineness. Ability depends on users and their
context at the moment.
Heuristics are cognitive shortcuts we take to make quick decisions. Product
Makers can user many of the hundreds of heuristics to improve their product.
VARIABLE REWARDS
Rewards of the TRIBE are social rewards fueled by connectedness with, or
gratification of, other people
Rewards of the HUNT are resources linked to survival.
Rewards of the SELF are intrinsic rewards of mastery, competence, completion,
and consistency.
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INVESTMENT
Unlike the action phase, which delivers immediate gratification, the Investment
Phase is about anticipation of rewards in the future.
Investments in a product create preference because of our tendency to
overvalue our work, be consistent with past behaviors, and avoid cognitive
dissonance.
Investment comes after the Variable Reward Phase when users are primed to
reciprocate
Investments enable accrual of stored value in the form of content, data,
followers, reputation or skill.
Investments increase the likelihood of users passing through the Hook again by
loading the next trigger to start the cycle all over again.
The best triggers are those who refer to past investments
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VARIABLE REWARD
Are there any moments of delight or surprise in your product?
Is there anything users find particularly satisfying about using the product?
What outcome (reward) alleviates the users pain?
INVESTMENT
Review your flow. What bit of work are your users doing to increase their
likelihood of returning?
How long does it take for triggers to re-engage your users? How can you
reduce the delay to shorten CYCLE-TIME through the hook?
How can you reduce Viral Cycle Time?
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