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Building Habits: Keeping Users Engaged

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BUILDING HABITS KEEPING USERS ENGAGED SALLY SHEPARD @MOSTGOOD


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WHY BUILD HABITS?


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Downloads do not equal users.


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(top grossing apps)


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(top grossing apps)


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What makes these apps so successful?


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They develop habits with users.


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WHAT IS A HABIT?


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A habit is created when a behaviour is repeated.


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Behaviour = Motivation + Trigger + Action


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Core Motivators - seeking pleasure or avoiding pain - seeking hope and avoiding fear - seeking social acceptance while avoiding social rejection


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Habits act as a reflex to pain.


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Habit Hook 1) 2) 3) 4) Trigger Action Reward Investment


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TRIGGER ACTION REWARD INVESTMENT


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External trigger: What brings users to your app?


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TRIGGER ACTION REWARD INVESTMENT


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“the greatest return on investment will generally come from increasing a product’s ease-of-use." -‘Hooked’


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List every step then remove as many as possible


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TRIGGER ACTION REWARD INVESTMENT


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❤ Variability


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TRIGGER ACTION REWARD INVESTMENT


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The investment should work towards improving their experience.


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“MAKE IT SO”


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Goal Action Trigger Reward Investment


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Start with the behaviour you want the user to adopt.


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Goal: use app every day Action: ????


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Action ⬌ Ability 1) Understand reason for using app/feature. 2) List all steps. 3) Simplify by removing steps.


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Increase motivation with heuristics.


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The endowed progress effect.


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Triggers: getting their attention


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1st hurdle: enabling the trigger


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Make triggers easy to turn on and off.


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Reward: ❤


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Investment: sharing is caring…


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…but sharing too much is creepy.


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Hand-holding: Take the user through the hook.


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Misconceptions: cost, team, time.


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MEASURE & EVALUATE


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Find your leaks and fix them.


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Finding leaks: analytics are your friend.


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Tip When adding analytics, make events that verify not just the success but also the failure of each user story.


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Define what an ideal user is, then look for patterns.


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Iterate, Iterate, Iterate.


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HABITS VS ADDICTION


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Manipulate for good.


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DON’T BE EVIL


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SUMMARY


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Fix the leaks. Fix your analytics.


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seriously, DON’T


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Books! Hooked - Nir Eyal Subject to Change - Merholz, Schauer, Verba, Wilkens User Experience Innovation - Christian Kraft Designing for Behaviour Change - Steven Wendel Lean Startup - Eric Ries


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THANKS FOR LISTENING! @MOSTGOOD


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PLEASE LEAVE FEEDBACK :)


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QUESTIONS? I MIGHT HAVE SOME ANSWERS


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