Creating products that people enjoy and keep using

1. HOOKED
@ahmed_badran
How to create habit-forming products

2. Products can profoundly Change our
Behaviors

3. We’re hooked.
“The technologies we use have turned into addictions.”

4. “How do companies, producing little
more than bits of code displayed on a
screen, seemingly control users’ minds?

5. What’s a Habit?
“A Behavior done with little or no
conscious thought”

6. The Hook Model
The Hook connects your solution to the user’s problem with enough
frequency to form a habit.

7. Vitamins Vs Painkillers.
● Painkiller products are the kind of products
that customers can tell you they need.
● Vitamins products are the kind of products
that nice to have.

8. Some of today products didn't start out as painkillers!!

9. The Trigger
A trigger is defined as an event that kicks off the
automatic urge to complete a habit.
“Triggers cue the user to take action ”

10. Triggers come in two flavors
External TriggersInternal Triggers

11. External Triggers
“External triggers are embedded with
information, which tells the user what to do
next.”

12. Types of External Triggers
1. Paid Triggers
2. Earned Triggers
3. Relationship Triggers
4. Owned Triggers

13. 1- Paid Triggers
“Advertising, search engine marketing, and other paid channels
are commonly used to get users’ attention and prompt them to
act.

14. ● Paid triggers can be effective but
costly ways to keep users coming
back. ”
● companies generally use paid triggers
to acquire new users and then
leverage other triggers to bring them
back.”

15. 2- Earned Triggers
“Earned triggers are free in that they cannot be
bought directly, but they often require investment
in the form of time spent on public and media
relations.”

16. 3- Relationship Triggers
“One person telling others about a product or service can be a highly
effective external trigger”

17. 4- Owned Triggers
help drive repeat engagement until a habit
is formed.

18. “New habits are sparked by external
triggers, but associations with internal
triggers are what keeps users hooked.”

19. Internal Triggers
“Internal triggers tell the user
what to do next through
associations stored in the
user’s memory.”

20. Negative emotions are POWERFUL
INTERNAL TRIGGERS.

21. People who are DEPRESSED check Email more often
Research at Missouri University of Science and Technology - 2011

22. When we feel LONELY We Use

23. When we feel UNSURE We Use

24. When we feel BORED We Use

25. What trigger make
So habit-forming?

26. Instagram solves the pain of LOSING the
moment

27. Action
The Simplest Action in anticipation of a
reward

28. Scroll Play Search

29. According to BJ Fogg, for any behavior to occur, we
need Motivation, Ability and Trigger

30. Motivation
There are 6 factors that can increase motivation
● Seeking Pleasure
● Avoiding Pain
● Seeking Hope
● Avoiding Fear
● Seeking Acceptance
● Avoiding Rejection

31. Ability
The capacity to do a particular action

32. Six factors can increase or decrease ability
Time Money
Physical Effort Brain Cycles
Social Deviance
Non-routine

33. “Simplicity is a function of your scarcest
resource at that moment.”

34. “Any technology or product
that significantly reduces
the steps to complete a
task will enjoy high
adoption rates by the
people it assists.”

35. The Unknown is fascinating
Variability causes us to focus and engage

36. Reward
Variable rewards seem to keep the brain occupied, removing its
defenses and providing an opportunity to plant the seeds of new
habits.

37. Three Variable Reward Types

38. 1- Rewards of the Tribe
Rewards of the tribe, or social
rewards, are driven by our
connectedness with other
people.

39. Facebook
Logging in reveals an endless stream of
content friends have shared, comments
from others

40. Stackoverflow
“Stack Overflow works because, like
all of us, software engineers find
satisfaction in contributing to a
community they care about.”

41. 2- Reward of the hunt
Where we once hunted for food, today we hunt
for other things.

42. Twitter
Hunt for variable information rewards

43. Pinterest
As more images load on the page, the
endless search for variable rewards of the
hunt continues.

44. 3- Rewards of the self
Leveling up, unlocking special powers, and
other game mechanics fulfill a player’s desire
for competency by showing progression and
completion.

45. Variability causes us to focus and engagement

46. Investment
“The more users invest time and effort into a product or service, the
more they value it.”

47. The IKEA Effect
The tendency for people to place a disproportionately high value on
objects that they partially assembled themselves, such as furniture
from IKEA, regardless of the quality of the end product.

48. Storing Value
The stored value users put into the product increases the likelihood
they will use it again in the future and comes in a variety of forms.

49. Every time users of Spotify add a song to
their collection, they are strengthening ties
to the service.

50. Import Your Music

51. The more data collected, the more the service’s stored value
increases

53. Thanks.. Questions?

54. Customer Pains Trigger Questions
Download a list of trigger questions to help you think of different
potential customer pains.
Customer Pains Trigger Questions (PDF)