Behavior Engineering for the Enterprise

SAP April 11, 2012

Nir Eyal NirAndFar.com @nireyal

Consumerization of I.T.

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Consumer vs. Enterprise

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:( - Unknown solutions for unknown problems - Lots of pivoting i.e. failing - High risk of running out of cash before P/M t
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:) - Fast feedback - Cheap - Create products people want to use, as opposed to have to use
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To create products people want to use: 1. Design for behavior 2. Create habits and desire 3. Optimize for the devotee
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1. Consumer web is about behavior

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Evolution from complex to simple behaviors

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Evolution of publishing

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Fogg Behavior Model B = m.a.t.

motivation triggers

ability

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Fogg Behavior Model

Factors of ability
Time Money Physical effort Brain cycles Social deviance Non-routine

ability

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Go where people say There is too much information here and make it simpler
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Fogg Behavior Model

Seek: Pleasure Hope Acceptance

Motivators for Behavior

motivation

Sensation Anticipation Social Cohesion

Avoid: Pain Fear Rejection

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2. Consumer web is about creating habits and desire

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big market + habit = success

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 More distractions Harder to nd new users Viral channels are dying

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Habits > Viral

Leaky Bucket
K >1
Viral Coefcient (K)
Spammy apps Facebook, Paypal, Pinterest

Rocket Ship

Garbage
K<1

Commitment Business
Evernote, Pandora, Amazon

Low

High

Habit Score

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Evernote Smile Graph

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How create habits?

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To create habits, create desire

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Desire engines create habits

External Trigger Internal Trigger

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The Desire Engine

Trigger
External Internal

Action

Commitment

Var. Reward

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Trigger Examples
External Alarms Advertising Calls-to-action Emails Stores Internal Emotions Routines Situations Places People

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Action

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Behavior into action

motivation = marketing

triggers = user interface

ability = user experience

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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 drives the search

Dopamine system
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The search for rewards

the Tribe the Hunt the Self
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Search for Social Rewards

the Tribe
- Acceptance - Sex - Power

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Search for Resources

the Hunt
- Food - Money - Information

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Search for Sensation

the Self
- Sensory - Mastery - Consistency

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Tribe, Hunt, or Self?

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Tribe, Hunt, or Self?

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Var Rewards Levers

Type Frequency Amplitude

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Commitment

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Commitment
Work that makes User pays with
next loop more likely time, money, social capital, data, and selfimage formation

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Difference between actions and commitments

Actions = gives user satisfaction NOW. Commitments = work by the user to

get benet in FUTURE.

But also which benets the designer.

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Desire Engine Canvas

Trigger Action

Commitment

Var. Reward

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Twitter - Consumer
T
Facebook, friend, email ...

A
Scroll
Boredom, curiosity, Lonesome

C
Follow Information (Hunt)

VR

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Twitter - Creator
T
App icon, mention, message Boredom, curiosity, Lonesome

A
Re-Tweet or Tweet

C
Connect with others: @ reply, DM ...

VR
Social feedback (Tribe)

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3. Consumer web is about optimizing for the devotee

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Habit Testing
Identify
Find habitual users

Modify
Adapt user ow based on learnings

Codify
Understand commonalities (Habit Path)

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Enterprise = Consumer 1. Design for behavior 2. Create habits and desire 3. Optimize for the devotee
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http://goo.gl/UEEX2 nir@nireyal.com NirAndFar.com Slides: scribd.com/nireyal