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Hooked Workshop
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Hooked Workshop
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k h Hooked @nireyal
Productscanprofoundly CHANGEOURBEHAVIORS.
100’sofmillionsof users… …and100’sof millionsofdollars.
? S N R T E PA T
Iwrotethis… …moreat: NirAndFar.com
WhenweFEELANITCH weseektoSCRATCHIT.
Thebrainassociatesbehaviorsthat PROVIDEASOLUTION towhateverproblemitencounters.
TheSOLUTIONTO OURDISCOMFORT isfoundintheproduct’suse.
Imagesofchocolatebringboth pleasureandstressto“cravers.” Source:Rodriguezetal2005
STRESSisaprecondition foraddiction. Source:HeiligandKoob2007
Wearenotdesigningforaddiction NOTmustbeingraphic Donotdesignforaddiction.
hab·it ABEHAVIORDONEWITH LITTLEORNO CONSCIOUS THOUGHT
1.FREQUENCY Source:Judah,G;Gardner,B;Aunger,R;2013
2.ATTITUDECHANGE Source:Judah,G;Gardner,B;Aunger,R;2013
Harnessing HABITS canbe VERYGOOD FORBUSINESS.
Creatingconsumerhabitsdrives HIGHERCUSTOMER LIFETIMEVALUE(CLTV).
Creatingconsumerhabitsgivescompanies GREATERFLEXIBILITY TOINCREASEPRICES.
Creatingconsumerhabits SUPERCHARGES GROWTH.
Creatingconsumerhabits INCREASESDEFENSIBILITY.
Butifyourbusinessrequires “unprompteduserengagement,”
Adesignpatterntohelp FORMBETTERPRODUCT HYPOTHESES.
BUILDINGIS EXPENSIVE
k h The$HOOK$is$an$experience$designed$to$ connect$the$user’s$problem$to$your$solu7on.$
k h with%enough%% FREQUENCY%% to%% FORM+A+HABIT.+
NOW IT IS YOUR TURN
❑ Getintogroupsof2or3. ❑ Describeyourproductor service. ❑ Pickoneproductwithone user.
❑ Whydoesyourbusiness requireahabit? ❑ Whatproblemareusers comingtosolve? ❑ Howdotheycurrently solvetheproblemand whydoesitneedanew solution?
❑ Whatactiondoyouwant tomakeintoahabit? ❑ Howfrequentlydoyou expectuserstoengage?
k h A"Hook"has"4"parts:"
k h
Triggerscomeintwoflavors: EXTERNAL& INTERNAL
EXTERNALTRIGGERS Theinformationforwhattodonext iswithinthetrigger. Billboards SO DA
INTERNALTRIGGERS Theinformationforwhattodonextisinformed throughanassociationintheuser’smemory.
NegativeemotionsarePOWERFULINTERNALTRIGGERS. lonesome indecisive tense confused discouraged powerless dissatisfied fatigued fearofloss inferior bored lost
PeoplewhoareDEPRESSEDCHECKEMAILMOREOFTEN. Source: Kotikalapudi et al 2012
Do you know your customer’s INTERNAL TRIGGER?
IT#ALL#STARTS#WITH#A# NARRATIVE.! “(If)!you!want!to!build!a!product! that!is!relevant!to!folks,!you!need! to!put!yourself!in!their!shoes!and! you!need!to!write!a!story!from! their!side.”! .#Jack#Dorsey#
INSTANTCAKEMIXWAS AMARKETINGFAILURE. BettyCrockerassumedthat customerswanted conveniencebut“Justadd water”didnotsell. 1952 Source:“FindingBettyCrocker”,SusanMarks
WHYDOWEMAKECAKE? togiveandreceivelovefrompeoplewecareabout.