Sie sind auf Seite 1von 79

Behavior by Design

Innovation Norway May 22, 2012


Nir Eyal NirAndFar.com @nireyal

Who is this for?

NirAndFar.com

The frustrated creator

NirAndFar.com

NirAndFar.com

Me

NirAndFar.com

So I looked for patterns

NirAndFar.com

OMG? businesses

NirAndFar.com

Vitamins or painkillers?

NirAndFar.com

Selling painkillers

- Obvious need - stop pain - Quantiable market - Monetizable

NirAndFar.com

Selling vitamins

- Emotional need, not efcacy - Makes me feel good knowing... - Only viable business if habit

NirAndFar.com

Vitamins or painkillers?

NirAndFar.com

Habit when not doing it causes you pain.


NirAndFar.com

Habit-forming technology
Pleasure seeking Pain alleviation

Vitamin

Painkiller

NirAndFar.com

Why am I here?

NirAndFar.com

1. Help you understand your own behavior.

NirAndFar.com

Access + Speed + Data High addictive potential


NirAndFar.com

Behavior engineering is a Super Power ... can be used for good or evil.
NirAndFar.com

2. Help you build stuff to help us all.

NirAndFar.com

"We wanted ying cars, instead we got 140 characters." - Peter Thiel

NirAndFar.com

Nirs Rule: Users interests = Designers interests


NirAndFar.com

Your challenge: More distractions Harder to nd new users Viral channels are dying

NirAndFar.com

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

NirAndFar.com

Evernote Smile Graph

NirAndFar.com

Too many great ideas die before their time.

NirAndFar.com

Lets get started

NirAndFar.com

Automaticity

NirAndFar.com

What is automaticity for?


- Ability to learn - Saves energy of effort - Speeds decisions - Keeps us safe - Allows multitasking - Smaller heads
NirAndFar.com

How engineer automaticity?

NirAndFar.com

The long way: Repetition

NirAndFar.com

The shortcut: Desire

NirAndFar.com

Desire engines create habits

NirAndFar.com

The Desire Engine


Trigger
External Internal

Action

Commitment

Var. Reward

NirAndFar.com

Can anything become a habit?


Higher habit potential if: - Fast cycles Complete all four steps with each visit - Frequent revolutions Reward consistency and frequency

Trigger

examples?
NirAndFar.com

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

NirAndFar.com

Negative emotions provide internal triggers


Dissatised Indecisive Lost Tense Fatigued Inferior Boredom Lonesome Fear Confusion Powerlessness Discouraged

Action

NirAndFar.com

when doing < thinking = action

Fogg Behavior Model B = m.a.t.


motivation triggers

ability

NirAndFar.com

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

ability

NirAndFar.com

Motivators for Behavior


Sensation Anticipation Social Cohesion Seek: Pleasure Hope Acceptance Avoid: Pain Fear Rejection

motivation

NirAndFar.com

How likely is the intended action?

B = m.a.t.

Sufcient motivation, high ability, clear triggers

Behaviors into Actions


motivation = marketing

triggers = user experience

ability = product design


NirAndFar.com

Variable Reward

examples?
NirAndFar.com

We crave predictability
Variable rewards
drive us nuts

Compulsion to make
sense of cause and effect drives the search

Dopamine system
NirAndFar.com

Curious by nature

NirAndFar.com

The search for rewards


the Tribe the Hunt the Self
NirAndFar.com

Search for Social Rewards


the Tribe
- Acceptance - Sex - Power

NirAndFar.com

Search for Resources


the Hunt
- Food - Money - Information

NirAndFar.com

Search for Sensation


the Self
- Mastery - Consistency - Competency - Purpose

NirAndFar.com

Tribe, Hunt, or Self?

NirAndFar.com

Tribe, Hunt, or Self?

NirAndFar.com

Tribe, Hunt, or Self?

NirAndFar.com

Tribe, Hunt, or Self?

NirAndFar.com

Searching, searching and


never done
NirAndFar.com

Var Rewards Levers

Type Frequency Amplitude


NirAndFar.com

Commitment

NirAndFar.com

Commitment
Where user does a
bit of work.

Pays with time,

money, social capital, or data

NirAndFar.com

Commitments make the next action more likely.


NirAndFar.com

Little commitments, big results


Group 1: 83% refused Group 2: 76% accepted

Freedman & Fraser, 1966

NirAndFar.com

Commitments are about consistency of self-image.


NirAndFar.com

NirAndFar.com

Farmville
T
Facebook feed, email ... ????

C
???? ????

VR

NirAndFar.com

Farmville
T
Facebook feed, email ... Play

C
???? ????

VR

NirAndFar.com

Farmville
T
Facebook feed, email ... Play

C
????

VR

Points (hunt) Personalized

virtual goods (self)


NirAndFar.com

Farmville
T
Facebook feed, email ... ???? Play

VR

Build farm Invite others Pay $

Points (hunt) Personalized

virtual goods (self)


NirAndFar.com

Farmville
T
Facebook feed, email ... Boredom, lonesome, loss aversion = anxiety Play

VR

Build farm Invite others Pay $

Points (hunt) Personalized

virtual goods (self)


NirAndFar.com

Email
T
Icon on phone ???? ????

C
???? ????

VR

NirAndFar.com

Email
T
Icon on phone ???? Open unread messages

C
????

VR
Tribe, hunt and self

NirAndFar.com

Email
T
Icon on phone ???? Open unread messages

C
Write back

VR
Tribe, hunt and self

NirAndFar.com

Email
T
Icon on phone Procrastinate, anxiety, thoughts of others.... Open unread messages

C
Write back

VR
Tribe, hunt and self

NirAndFar.com

Use this for good.

NirAndFar.com

Desire Engine Canvas


Trigger Action

Commitment

Var. Reward

NirAndFar.com

How to use a Desire Engine


1. Think of what the INTERNAL TRIGGER will be. Whats the existing habit youre attaching to? 2. Conrm the EXTERNAL TRIGGER touches the user near the existing habit. Ensure user understands what its for? 3. Prompt the intended ACTION - Make sure its very simple and dened. 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 likelihood of next cycle?
NirAndFar.com

To increase automaticity:
- Increase speed through each engine. - Increase number of engines in user ow. - Keep steps of engine novel.
NirAndFar.com

To break automaticity:
- Remove the desire engine altogether. - Create space between steps to slow engine. - Allow novelty to decay, becomes predictable.
NirAndFar.com

Please raise your phone in the air.

NirAndFar.com

Leave Feedback, Win a Prize!

http://goo.gl/UEEX2
(slides at end of survey) Contact: Nir@NirAndFar.com

Das könnte Ihnen auch gefallen