'

The secret of Tinder

Понравилась презентация – покажи это...





Слайд 0

The secret of Tinder


Слайд 1

Or.. The hunter’s loop And how to apply it to your products


Слайд 2

Ever wondered why Tinder is such an addictive dating platform?


Слайд 3

There are of course many reasons


Слайд 4

But I think that more than anything, Tinder is actually a casual game. (With benefits).


Слайд 5

Backboned with one of the most addictive loops I know: The hunter’s loop.


Слайд 6

Which is a primal, instinctive model wired to our brains.


Слайд 7

This model can be applied to almost everything, digital and tangible.


Слайд 8

Applied right, this could boost your product to a never before seen engagement.


Слайд 9

But before I spill the beans and tell you what it is..


Слайд 10

Make sure you have 5 minutes. This is the average reading time for this deck.


Слайд 11

I’ll introduce myself


Слайд 12

My name is Dori Adar, creative director at TabTale. I love games, digital products and junk food. doriadar@gmail.com


Слайд 13

The hunter’s loop has 6 phases.


Слайд 14

Phase #1 Spotting patterns


Слайд 15

Spotting patterns 1 Spotting patterns is something that we are wired to do.


Слайд 16

Spotting patterns 1 Our brains loves this activity. We do it passively most of the time.


Слайд 17

Spotting patterns 1 Until we spot something that triggers an emotion.. the prey.


Слайд 18

Phase #2 Envisioning the prize


Слайд 19

envisioning the prize 2 Upon spotting the target, the hunter starts to feel her heart pounding faster


Слайд 20

envisioning the prize 2 She might look at an antelope, but what she really sees..


Слайд 21

envisioning the prize 2 Is the prize.


Слайд 22

envisioning the prize 2 If you ever filled up a lottery ticket and immediately started thinking of the millions to come, you know what I’m talking about.


Слайд 23

envisioning the prize 2 Envisioning the prize fills our hunter’s head with a “let’s do it” feeling


Слайд 24

envisioning the prize 2 Caused by the sweet dopamine doses the nerve cells now release


Слайд 25

This dose is just enough for what I call: the small act.


Слайд 26

Phase #3 The small act


Слайд 27

The hunter decides to act. A small, simple act. The small act 3


Слайд 28

She moves to place, aiming, waiting for the right moment to attack. The small act 3


Слайд 29

Phase #4 Anticipation phase


Слайд 30

During this phase dopamine keeps on kicking, ensuring she were more focused Anticipation 4


Слайд 31

Making the reward even more desirable. Anticipation 4


Слайд 32

This build up is extremely important. Without it the hunt would be emotionless.


Слайд 33

Phase #5 The big act


Слайд 34

The big act 5 Everything is channeled to the moment when the hunter goes for the battle!


Слайд 35

Phase #6 The reward


Слайд 36

The reward 6 (And if all went as planned) Winning the reward, the prize.


Слайд 37

This marks the end of the hunters loop, leaving the hunter hungry for the next one.


Слайд 38

Spotting patterns Finding the target Imagining the reward The small act Anticipation phase 1 2 3 4 Action starts. The reward 6 Action stops A few minutes The hunters loop


Слайд 39

Some casual games use this loop as the backbone of their game mechanic


Слайд 40

Although it is usually one phase shorter. No “big act” (phase #5) in a casual game.


Слайд 41

Or the game might become too complex and hardcore.


Слайд 42

Let me show you what I mean while deconstructing “Angry birds”


Слайд 43

1: spotting patterns


Слайд 44

1: spotting patterns 2: Envisioning the reward


Слайд 45

1: spotting patterns 2: Envisioning the reward 3: The small act


Слайд 46

1: spotting patterns 2: Envisioning the reward 3: The small act 4: Anticipation phase


Слайд 47

1: spotting patterns 2: Envisioning the reward 3: The small act 4: Anticipation phase 5: The (variable) reward


Слайд 48

This also works in Candy crush saga.


Слайд 49

1: spotting patterns 2: Envisioning the reward 3: The small act 4: anticipation (Chain reaction) 4: The (variable) reward


Слайд 50

As you can see, no “big acts” are needed here.


Слайд 51

But I want to stress out the importance of variable rewards, that we have just seen in those games.


Слайд 52

A variable reward is changing all the time. Sometimes small, sometimes big,


Слайд 53

Sometimes none.


Слайд 54

In a nutshell - this variability is what gets us hooked.


Слайд 55

Nir Eyal, the author of “Hooked” described it nicely:


Слайд 56

The light in the refrigerator is a nice reward, but constant. It’s always there.


Слайд 57

Therefore, not very exciting. This door will remain closed until we are hungry.


Слайд 58

However, if each time we opened the door we’d find a different snack inside...


Слайд 59

We would open this fridge A LOT.


Слайд 60

(BTW each time you share this presentation you will also see a different snack.)


Слайд 61

Now lets see how Tinder does it.


Слайд 62

1: Spotting patterns, finding the target


Слайд 63

1: Spotting patterns, finding the target 2: Envisioning the reward Whatever you imagine….


Слайд 64

1: Spotting patterns, finding the target 2: Envisioning the reward Whatever you imagine…. 3: The small act


Слайд 65

1: Spotting patterns, finding the target 2: Envisioning the reward Whatever you imagine…. 3: The small act 4: Anticipation Waiting for the answers...


Слайд 66

1: Spotting patterns, finding the target 2: Envisioning the reward Whatever you imagine…. 3: The small act 4: Anticipation Waiting... 5: reward


Слайд 67

Since tinder is also a “real-life” game, “It’s a match” is sometimes just triggering the big act (chatting, flirting, meeting)


Слайд 68

And the hunters could continue and get their tangible reward in real life


Слайд 69

Whatever it may be.


Слайд 70

But since most of the “tinder relationships” ends with “it’s a match” I argue that this phase is the digital reward.


Слайд 71

And because of Tinder’s mobile nature, it is all happening pretty fast, too.


Слайд 72

Which makes it a tight and perfect hunters loop.


Слайд 73

This reward is also variable. You know, “Some girls are bigger than others”.


Слайд 74

So what can we learn from applying the hunter loop into a digital product?


Слайд 75

1. Make sure the reward is super understandable and desirable, so the users could envision it.


Слайд 76

Make sure that the “small act” is indeed small, understandable and easy to do.


Слайд 77

Try to complete the loop within the digital realms, saving “big acts” for real life


Слайд 78

Remember the variable reward.


Слайд 79

I want to leave you with 2 more thoughts:


Слайд 80

Thought #1: Almost everyone is a hunter.


Слайд 81

People hunting for dates are a big market and their reward is clear.


Слайд 82

But people also hunt for art, food, jobs, experiences..


Слайд 83

Basically anything.


Слайд 84

Think how you can apply the hunters model in your product.


Слайд 85

Thought #2: There are also the gatherers.


Слайд 86

Gatherers act differently than hunters. Pinterest, for example, is a good product for gatherers.


Слайд 87

Think of your users. Who are they? Hunters or gatherers?


Слайд 88

Subscribe to get my next presentation on the gatherers loop


Слайд 89

And feel free to drop a line should you need some insights on your product!


Слайд 90

Doriadar@gmail.com


Слайд 91

P.S Did you learn something from this presentation?


Слайд 92

If the answer is yes.. Please share it!


Слайд 93

Though I lied about the different snacks appearing when sharing :P


Слайд 94

Thank you <3


×

HTML:





Ссылка: