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Nir Eyal
Patterns
NirAndFar.com
Vitamins or painkillers?
NIR EYAL NirAndFar.com @nireyal
Selling painkillers
Selling vitamins
- Emotional need, not e"cacy - Makes me feel good knowing... - Unknown market
Vitamins or painkillers?
Habit-forming technology
Pleasure seeking Pain alleviation
Vitamin
Painkiller
NIR EYAL NirAndFar.com @nireyal
hab it
/!habit/ Noun, Def: An behavior that occurs nearly or completely without cognition.
NIR EYAL NirAndFar.com @nireyal
My goal
If your business model requires habits ... ... a pattern intended to help you form better product hypotheses ... ... to increase odds of success.
NIR EYAL NirAndFar.com @nireyal
the hook
/T"H# ho$ok/ Noun, Def: An experience designed to connect a solution to the users problem with enough frequency to form a habit.
NIR EYAL NirAndFar.com @nireyal
Hooks
Low engagement High engagement
The Hook
Remember: ATARI
A - A hook has 4 parts: T - Trigger A - Action R - Reward I - Investment
NIR EYAL NirAndFar.com @nireyal
Triggers
Triggers
External Alarms Calls-to-action Emails Stores Authority
What to do next is in the trigger
Retention
Paid - Search engine marketing, ads.. Earned - PR, free media.. Relationship - Word of mouth, a"nity
groups..
Acquisition
NIR EYAL NirAndFar.com @nireyal
Instagram triggers
Instagram triggers
External Internal
- FB and Twitter - Fear of loosing - App noti!cations the moment - App icon - Bored, lonesome, fear of missing out
In summary
Triggers are the !rst step of the hook. The designer informs what to do next
through external triggers. through internal triggers. triggers.
Actions
mo ti va tion
/m#t# v$SH#n/ Noun, Def: The energy for action - Edward Deci
NIR EYAL NirAndFar.com @nireyal
a bil i ty
/#!bilit%/ Noun, Def: The capacity to do.
ability
Factors of ability
Time Money Physical e&ort Brain cycles Social deviance Non-routine
ability
Twitter homepage
2009
Twitter homepage
2010
Twitter homepage
2013
Evolution of Twitter
2009 2010
2013
In summary
Action is the second step of the hook. The action is the simplest behavior the user can do before getting rewarded. To increase behavior:
Ensure a clear trigger is present. Increase ability by making it easier. Align with the right motivator.
NIR EYAL NirAndFar.com @nireyal
Variable rewards
Exactly!
Variable rewards
the Tribe the Hunt the Self
NIR EYAL NirAndFar.com @nireyal
the Self
In!nite Variability
- Multi-player games - Creation of content - Communities - Running for pleasure or competition
In summary
Variable reward is the third step of the hook. Reward types:
Maintain feeling of autonomy, !nd in!nite variability and alleviate user pain
NIR EYAL NirAndFar.com @nireyal
Investments
Investment
Where user does a bit of work. Pays with something of value: time, money, social capital, e&ort, emotional commitment, personal data ...
NIR EYAL NirAndFar.com @nireyal
Pinterest
T
Email noti!cation
A
Log-in
Collecting, lonesome, seeking connection ...
I
Pin, Re-Pin, Like, Comment
VR
Communication (Tribe)
NIR EYAL NirAndFar.com @nireyal
Storing value
Content
Storing value
Data
Storing value
Followers
Storing value
Reputation
Creating preference
NIR EYAL NirAndFar.com @nireyal
Ease of use
NIR EYAL NirAndFar.com @nireyal
Labor is love
In summary
Investment is the fourth step of the hook. Small amounts of work to increase the likelihood of the user returning by:
the hook
/T"H# ho$ok/ Noun, Def: An experience designed to connect a solution to the users problem with enough frequency to form a habit.
NIR EYAL NirAndFar.com @nireyal
Remember: ATARI
A - A hook has 4 parts: T - Trigger A - Action R - Reward I - Investment
NIR EYAL NirAndFar.com @nireyal
Action
3. What is the simplest behavior in anticipation of reward?
Investment
5. What is the bit of work done to increase the likelihood of returning?
Variable Reward
4. Is the reward ful!lling, yet leaves the user wanting more?
NIR EYAL NirAndFar.com @nireyal
Cultivate meaning
The world is full of problems to !x. Help others !nd meaning. Engage them in something important. Build the change you want to see in the
world.
NIR EYAL NirAndFar.com @nireyal
Thank you!
NIR EYAL NirAndFar.com @nireyal