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Last active August 30, 2019 17:00
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HOOKED How to Build Habit-Forming Products - NIR EYAL - 3. Action
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Action.md

HOOKED How to Build Habit-Forming Products - NIR EYAL

3. Action

Action Versus Inaction

Fogg posits that there are three ingredients required to initiate any and all behaviours (1) the user must have sufficient motivation (2) the user must have the ability to complete the desired action (3) a trigger must be present to activate the behaviour

The formula of the Fogg Behaviour Model

B = MAT

BEHAVIOUR occur when MOTIVATION, ABILITY and a TRIGGER are present

This formula determines if you cross the "Action Line"

Motivation

Motivation is "the energy for action."

  • The nature of motivation is a widely contested topic in psychology
  • Three core motivations drive our desire to act
    • All humans are motivated to...
    1. seek pleasure and avoid pain
    2. seek hope and avoid fear
    3. seek social acceptance and avoid rejection

Motivation Examples in Advertising

  • Inspiring message and image
  • "Sex sells", Image of female bodies and hamburgers

They use the voyeuristic promise of pleasure to capture attention and motivate action

  • three pals ("buds") cheering for their national team (Budweiser)

This reinforces the association that the brand goes together with good friends and good times

  • "I won't wear a helmet it makes me look stupid" tells the risk of not wearing a helmet

Negative emotions such as fear can also be powerful motivators

While internal triggers are the frequent, everyday itch experienced by users, the right motivators create action by offering the promise of desirable outcomes (i.e., a satisfying scratch).

Ability

Ability is the capacity to do a particular behaviour

Consequently, any technology or product that significantly reduces the steps to complete a task will enjoy high adoption rates by people it assists.

  • By reducing the steps to complete a task, adoption increased
    • You could not use the internet decades ago, but now can use it anytime - technology adopted!
    • Blogger > Facebook > Twitter, getting easy to use, so more users

Take a human desire, preferably one that has been around for a really long time... Identify that desire and user modern technology to take out steps.

Logging In with Facebook

  • Pros: Easy login - easier is better
  • Cons: it could trigger new anxieties about Facebook's trustworthiness

Sharing with the Twitter Button

  • External trigger
  • Share a link with one click

Searching with Google

  • Clean, simple, easy - unlike Yahoo!
  • Better search engine, personalized

Taking Photos with the Apple iPhone

  • You don't need to unlock to take photos

Scrolling with Pinterest

  • Infinite scroll, you don't need to click pager to see more contents

The Evolution of Twitter's Home Page

It's changing to encourage users to sign up, download apps, more and more

On Heuristics and Perception

There are many counterintuitive and surprising ways companies can boost users' motivation or increase their ability by understanding heuristics - the mental shortcuts we take to make decisions and form opinions.

Four brain biases

  1. The Scarcity Effect
  • Jar A(2 cookies left) vs Jar B(10 cookies left) People tend to choose jar A; the almost empty one
  • Usage: Amazon "only 14 left in stock"
  • The appearance of scarcity affected their perception of value.
  1. The Framing Effect
  • A violinist played in a subway station wasn't evaluated
  • Same wine, different price tags. People enjoy more as the price increases
  • The mind takes shortcuts informed by our surroundings to make quick and sometimes erroneous judgements.
  1. The Anchoring Effect
  • "Buy one, get one half-off", even if it's not super cheap, it's affective rather than just displaying "25% off"
  • People often anchor to one piece of information when making a decision.
  1. The Endowed Progress Effect
  • Point Card A(8 blank) vs B(10 blank, 2 filled) B had higher completion rate
  • Usage: LinkedIn "Improve Your Profile Strength" bar jump-starts
  • The study demonstrates the endowed progress effect, a phenomenon that increases motivation as people believe they are nearing a goal.
Do this now
  • Walk through the path your users would take to use your product or service (...)
  • Which resources are limiting your youse's ability to accomplish the tasks that will become habits?
    • Time
    • Brain cycles
    • Money
    • Social deviance
    • Physical effort
    • Non-routine
  • Brainstorm three testable ways to make intended tasks easier to complete
  • Consider how you might apply heuristics to make habit-forming actions more likely
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