Speaker: Preston Chandler
For more see the table of contents
General
- Why do some products become second nature while others are forgotten – valuable, fun, etc
Habit Loop
- Cue -> Response -> Reward
- If you put a golf ball near a nest, a goose will pull it into nest. Maximizes number of chicks from when egg rolls out of nest
Hook Model
- Trigger -> Action -> Variable reward -> investment
- Investment can be effort/time/money
- Consultants expensive. If free, wouldn’t care about. “That was just $100 of advice”
- Variable rewards are more appealing than predictable ones. ex: gambling
- Some things need to be predictable – ex: excel formula
B=MAP
- behavior = motivation * ability * prompt
- Cathedral in Milan – had to sign up for entry with a QR code. Prompt was QR code. Motivated to get in. Couldn’t get website to work after 20-30 minutes
Effort vs Reward
- Amazon – easy – buy now button, reward by getting stuff faster, microtransactions, made easy for you to give them money.
- Tiktok – easy – just scroll down and get gratification. Variable reward; not every video good. Also dark pattern.
- US Treasury – hard. Keyboard where click each letter and not in order. Changed since
- hard website – abandon
- AT&T – expensive. Negative reward compared to others. 8 hours to leave service. Multiple calls to customer service. People will never go back if left dissatisfied
- Rewards – money, time, scrolling motivation
- Checklists motivate most people, satisfaction of moving as done
- Line of sight goals are motivating. Ex: daily goals, gold coins
- Different people motivated by different things
Dark Patterns
- Sign up for newsletter and get 30% in
- Confusing radio buttons on whether to opt in
- Link with very little contrast to background so can barely see
- Company and user incentives not aligned
Voice Assistant
- Use for music, timer, shopping
- Sticky because personalizable to you
DuoLingo
- Motivated to keep streak alive. Child said didn’t have enough time to finish homework. Said ok because went zoo. But wanted to keep streak
- Easy to pick up, don’t need a lot of time
- Bird will look angry and shame you – dark pattern
- Constantly upselling – dark pattern
Exercise
- For trigger clarity, action simplicity, reward value and investment payoff, think about obstacle today and how make better
Other
- Behavior is deisgnable – ex: clear trigger, low effort
- Ethics = engagement + trust
- Small changes can have a big impact. If hose squished, have a constraint and hardly any water goes though. Must fix that to improve
Playbook
- Identify internal/external triggers
- Minimize friction, simplify first action
- Offer variable rewards tied to meaning
- Encourage invementment, effort builds attachment
- Align outcomes with user values
Creativity
- Chore Kanban
- Have ChatGPT make budget a Shakespearean sonnet
My take
Great examples to understand ideas. Fun examples