3 Visual Tools for Lean Startup Habit Designers: Rapidly Understand and Design Addictive Customer Experiences (ACEs)

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Information about 3 Visual Tools for Lean Startup Habit Designers: Rapidly Understand and...
Business & Mgmt

Published on January 15, 2014

Author: RodKing

Source: slideshare.net

Description

It is estimated that more than 80% of innovation and change management projects fail. Why?

My hypothesis is that the large majority of innovation and change management projects fail because such projects fail to change the habits of targeted customers. In other words, targeted customers exhibit "Habit Inertia (HI)" and tacitly refuse to use innovative products, services, or proposals.

As the percentage of failing projects is still high, innovation and change management projects need a paradigm shift: they need to change their unit of analysis from "product" or "service" to "habit." To be extraordinary successful today, organizations must design business models with Addictive Customer Experiences (ACEs).

The above presentation introduces 3 tools that Lean Startup Habit Designers can use to design habits as well as business models with Addictive Customer Experiences (ACEs). An example on Pinterest is presented.

http://goo.gl/i9gZZx

LEAN  STARTUP  HABIT  DESIGN     Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)                                                       Twi0er                                     Companies  Systema7cally             Applying           The  Approach  of           LEAN  STARTUP  HABIT  DESIGN             Starbucks                                                                   Nike                                     #4ROD.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  hDp://businessmodels.ning.com  &  hDp://twiDer.com/RodKuhnKing  

Over  80%  of   InnovaRon,   Change  Management,  and   Startup  Projects   Fail   Because   They  Don’t  Recognize  That   They  Are  in     The  Highly  Risky  Business  of   Habit  TransformaRon  and  Design  

There’s   An  Emerging  Paradigm  ShiE   From   TradiRonal  Product/Service  Design   To   Lean  Startup  Habit  Design  

“Habits   Can  be  Changed   If     We  Understand   How  They  Work”   Charles  Duhigg  

A  Habit   Is   An  autonomic  process  or  rouRne   For   Geng  a  task  or  job  done  

In   Lean  Startup  Habit  Design,   The  “Habit  Engine”   Is   The  Unit  of  Analysis  and  Design   The  Habit  Engine  is  analogous  to  the  “Basal  Ganglia”  which  is  at  the  base  of  the  brain   and  which  stores  our  rouRnes  or  habits  as  “chunks  (scripts)”  

In  Prac7ce,   The  “Habit  Engine”   Refers  to   A  Cyclic  System  of  Four  “Gears”   For   Changing,  DisrupRng,  and/or   Transforming   Habits  

In   A  Lean  Startup  Habit  Design  Project,   The  “DB-­‐MAIL”  Cycle   Is  Applied  to   The  Customer  “Habit  Engine”   Note   DB-­‐MAIL  is  an  acronym  for:     D:  Define   B:  Build   M:  Measure   A:  Analyze   I:  Improve   L:  Learn  

Always  Start  with   Design  and  Tes7ng  of   Minimum  Viable  Habit   (MVH)   As  Well  As   Minimum  Viable  Habit  Engine   (MVHE)  

Every  Habit  Engine   Has   4  “Gears”:     Tr   AT   RC   In   Trigger   AcRon  &  Tool   Reward  &  Craving   Investment   The  4  “Gears”of  a  Habit  Engine  are  based  on  informa7on  in  Nir  Eyal’s  book,  “Hooked”  as  well  as  Charles  Duhigg’s  book,  “The  Power  of  Habit”    

Get  Out  Of  the  Enterprise   &   Observe   Customer  Habit  Engines  

Use   The  Habit  Engine  Gameboard  

Habit  Engine  Gameboard   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)   Tr   TRIGGER       AT   ACTION  &  TOOL                                                 RC   REWARD  &  CRAVING                           In   INVESTMENT             The  4  “Gears”of  a  Habit  Engine  are  based  on  informa7on  in  Nir  Eyal’s  book,  “Hooked”  as  well  as  Charles  Duhigg’s  book,  “The  Power  of  Habit”      

Pinterest’s  Habit  Engine  Gameboard:  Cycle  1  (Early  User/Player  Type)   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)   TRIGGER   (Pain/Cue/S7mulus/Prompt)     External  Trigger   q  Facebook     q  Twi0er     q  Word  of  Mouth                       ACTION  &  TOOL   (Rou7ne/Job  To  Get  Done)     q  Visit  Website     q  Scroll                     REWARD  &  CRAVING   (Variable  Benefit/Delight)     Hunt     q  Discovery  o  f  interes7ng   objects                       INVESTMENT   q  q  q  q  q  Favorite   Sign  up   Follow   Comment   Re-­‐pin   (Prepara7on;  Stored  Value;  Lock-­‐in;  Anchor)           The  4  “Gears”of  a  Habit  Engine  are  based  on  informa7on  in  Nir  Eyal’s  book,  “Hooked”  as  well  as  Charles  Duhigg’s  book,  “The  Power  of  Habit”    

Pinterest’s  Habit  Engine  Gameboard:  Cycle  2  (Experienced  User/Player  Type)   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)   TRIGGER   (Pain/Cue/S7mulus/Prompt)     External  Trigger   q  No7fica7ons     q  Emails           Internal  Trigger     q  Boredom     q  Fear  of  Losing  Content               ACTION  &  TOOL   (Rou7ne/Job  To  Get  Done)     REWARD  &  CRAVING   (Variable  Benefit/Delight)     Hunt     q  Discovery  o  f  interes7ng   objects       Tribe   q  Discovery  o  f  informa7on     from  the  tribe:  “What  did   friend  post?”     q  Log  in  (Sign  in)                                 INVESTMENT   (Prepara7on;  Stored  Value;  Lock-­‐in;  Anchor)   q  Follow   q  Comment   q  Re-­‐pin           q  Install  Pin-­‐It  bu0on   q  Pin   The  4  “Gears”of  a  Habit  Engine  are  based  on  informa7on  in  Nir  Eyal’s  book,  “Hooked”  as  well  as  Charles  Duhigg’s  book,  “The  Power  of  Habit”    

3  Visual  Tools   for   Lean  Startup  Habit  Designers   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  

Habit  Engine  Gameboard  

Habit  Engine  Gameboard   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)   Tr   TRIGGER       AT   ACTION  &  TOOL                                                 RC   REWARD  &  CRAVING                           In   INVESTMENT             The  4  “Gears”of  a  Habit  Engine  are  based  on  informa7on  in  Nir  Eyal’s  book,  “Hooked”  as  well  as  Charles  Duhigg’s  book,  “The  Power  of  Habit”      

Habit  Engine  Gameboard   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)   TRIGGER   (Pain/Cue/S7mulus/Prompt)                           ACTION  &  TOOL   (Rou7ne/Job  To  Get  Done)                         REWARD  &  CRAVING   (Variable  Benefit/Delight)                           INVESTMENT   (Prepara7on;  Stored  Value;  Lock-­‐in;  Anchor)           The  4  “Gears”of  a  Habit  Engine  are  based  on  informa7on  in  Nir  Eyal’s  book,  “Hooked”  as  well  as  Charles  Duhigg’s  book,  “The  Power  of  Habit”    

Habit  Engine  Gameboard   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)     ACTION  &  TOOL   TRIGGER   (Rou7ne/Job  To  Get  Done)   (Pain/Cue/S7mulus/Prompt)                                                   REWARD  &  CRAVING   (Variable  Benefit/Delight)                             INVESTMENT     (Prepara7on;  Stored  Value;  Lock-­‐in;  Anchor)           The  4  “Gears”of  a  Habit  Engine  are  based  on  informa7on  in  Nir  Eyal’s  book,  “Hooked”  as  well  as  Charles  Duhigg’s  book,  “The  Power  of  Habit”    

Habit  Engine  Gameboard   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)     ACTION  &  TOOL   TRIGGER   (Rou7ne/Job  To  Get  Done)   (Pain/Cue/S7mulus/Prompt)                       External/Internal  Trigger                               REWARD  &  CRAVING   (Variable  Benefit/Delight)                             INVESTMENT     (Prepara7on;  Stored  Value;  Lock-­‐in;  Anchor)           The  4  “Gears”of  a  Habit  Engine  are  based  on  informa7on  in  Nir  Eyal’s  book,  “Hooked”  as  well  as  Charles  Duhigg’s  book,  “The  Power  of  Habit”    

Habit  Engine  Gameboard   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)     ACTION  &  TOOL   TRIGGER   (Rou7ne/Job  To  Get  Done)   (Pain/Cue/S7mulus/Prompt)                       External/Internal  Trigger                             REWARD  &  CRAVING   (Variable  Benefit/Delight)     External/Internal  Reward       P:  Physical  Craving/ExpectaRon       I:  Intellectual  Craving/ExpectaRon         E:  EmoRonal  Craving/ExpectaRon         S:  Spiritual  Craving/ExpectaRon               INVESTMENT     (Prepara7on;  Stored  Value;  Lock-­‐in;  Anchor)           The  4  “Gears”of  a  Habit  Engine  are  based  on  informa7on  in  Nir  Eyal’s  book,  “Hooked”  as  well  as  Charles  Duhigg’s  book,  “The  Power  of  Habit”    

Habit  Engine  Gameboard   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)     ACTION  &  TOOL   TRIGGER   (Rou7ne/Job  To  Get  Done)   (Pain/Cue/S7mulus/Prompt)                       When  I  perceive  [Trigger],   External/Internal  Trigger                           I  [Ac9on/Task]     REWARD  &  CRAVING   (Variable  Benefit/Delight)     External/Internal  Reward       P:  Physical  Craving/ExpectaRon       I:  Intellectual  Craving/ExpectaRon         E:  EmoRonal  Craving/ExpectaRon         S:  Spiritual  Craving/ExpectaRon         to  enjoy  [P.I.E.S.  Reward].         INVESTMENT     (Prepara7on;  Stored  Value;  Lock-­‐in;  Anchor)         To  get  greater  reward  ,  I  [Investment]     The  4  “Gears”of  a  Habit  Engine  are  based  on  informa7on  in  Nir  Eyal’s  book,  “Hooked”  as  well  as  Charles  Duhigg’s  book,  “The  Power  of  Habit”    

Habit  Engine  Gameboard   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)   TRIGGER   (Pain/Cue/S7mulus/Prompt)                           ACTION  &  TOOL   (Rou7ne/Job  To  Get  Done)                         REWARD  &  CRAVING   (Variable  Benefit/Delight)                           INVESTMENT   (Prepara7on;  Stored  Value;  Lock-­‐in;  Anchor)           The  4  “Gears”of  a  Habit  Engine  are  based  on  informa7on  in  Nir  Eyal’s  book,  “Hooked”  as  well  as  Charles  Duhigg’s  book,  “The  Power  of  Habit”    

Habit  Engine  Gameboard   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)   Tr   TRIGGER   (Pain/Cue/S7mulus/Prompt)     AT   ACTION  &  TOOL   (Rou7ne/Job  To  Get  Done)                                               RC   REWARD  &  CRAVING   (Variable  Benefit/Delight)                           In   INVESTMENT   (Prepara7on;  Stored  Value;  Lock-­‐in;  Anchor)           The  4  “Gears”of  a  Habit  Engine  are  based  on  informa7on  in  Nir  Eyal’s  book,  “Hooked”  as  well  as  Charles  Duhigg’s  book,  “The  Power  of  Habit”    

Habit  Engine  Gameboard   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)   Tr   TRIGGER       AT   ACTION  &  TOOL                                                 RC   REWARD  &  CRAVING                           In   INVESTMENT             The  4  “Gears”of  a  Habit  Engine  are  based  on  informa7on  in  Nir  Eyal’s  book,  “Hooked”  as  well  as  Charles  Duhigg’s  book,  “The  Power  of  Habit”      

Habit  Engine  Gameboard   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)   Tr     AT   ACTION  &  TOOL   TRIGGER                           RC                               REWARD  &  CRAVING                             In   INVESTMENT               The  4  “Gears”of  a  Habit  Engine  are  based  on  informa7on  in  Nir  Eyal’s  book,  “Hooked”  as  well  as  Charles  Duhigg’s  book,  “The  Power  of  Habit”      

Habit  TransformaRon  Gameboard  

Habit  TransformaRon  Gameboard   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)   PRESENT  HABIT  ENGINE   (Trigger/Ac7on/Reward/Inv.)                           STRATEGY/TACTICS   (Lean  Startup-­‐Six  Sigma  Game)         D:  Define  Customer/Habit  Engine     B:  Build  Solu7on/Habit  Engine     M:  Measure  Problem     A:  Analyze  Problem   I:  Improve  Solu7on/Habit  Engine     L:  Learn  What’s     alued   V           DB-­‐MAIL  Cycle   FUTURE  HABIT  ENGINE   (Trigger/Ac7on/Reward/Inv.)                             #4ROD.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  hDp://businessmodels.ning.com  &  hDp://twiDer.com/RodKuhnKing  

Habit  TransformaRon  Gameboard   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)   PRESENT  HABIT  ENGINE   (Trigger/Ac7on/Reward/Inv.)             A:  AcRon  &  Tool           R:  Reward  &  Craving           I:  Investment       Habit  Engine   T:  Trigger         STRATEGY/TACTICS   FUTURE  HABIT  ENGINE   (Trigger/Ac7on/Reward/Inv.)   (Lean  Startup-­‐Six  Sigma  Game)         D:  Define  Customer/Habit  Engine     B:  Build  Solu7on/Habit  Engine     M:  Measure  Problem     A:  Analyze  Problem   I:  Improve  Solu7on/Habit  Engine     L:  Learn  What’s     alued   V           DB-­‐MAIL  Cycle   Habit  Engine   T:  Trigger               A:  AcRon  &  Tool             R:  Reward  &  Craving         I:  Investment             #4ROD.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  hDp://businessmodels.ning.com  &  hDp://twiDer.com/RodKuhnKing  

Habit  TransformaRon  Gameboard   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)   PRESENT  HABIT  ENGINE   (Trigger/Ac7on/Reward/Inv.)             A:  AcRon  &  Tool           R:  Reward  &  Craving           I:  Investment       Habit  Engine   T:  Trigger         STRATEGY/TACTICS   FUTURE  HABIT  ENGINE   (Trigger/Ac7on/Reward/Inv.)   (Lean  Startup-­‐Six  Sigma  Game)         D:  Define  Customer/Habit  Engine     B:  Build  Solu7on/Habit  Engine     M:  Measure  Problem     A:  Analyze  Problem   I:  Improve  Solu7on/Habit  Engine     L:  Learn  What’s    Valued             DB-­‐MAIL  Cycle   Habit  Engine   T:  Trigger               A:  AcRon  &  Tool             R:  Reward  &  Craving         I:  Investment             #4ROD.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  hDp://businessmodels.ning.com  &  hDp://twiDer.com/RodKuhnKing  

Habit  TransformaRon  Gameboard   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)   PRESENT  HABIT  ENGINE   (Trigger/Ac7on/Reward/Inv.)             A:  AcRon  &  Tool           R:  Reward  &  Craving           I:  Investment       Habit  Engine   T:  Trigger         STRATEGY/TACTICS   FUTURE  HABIT  ENGINE   (Trigger/Ac7on/Reward/Inv.)   (Lean  Startup-­‐Six  Sigma  Game)         D:  Define  Customer/Habit  Engine     B:  Build  Solu7on/Habit  Engine     M:  Measure  Problem     A:  Analyze  Problem   I:  Improve  Solu7on/Habit  Engine     L:  Learn  What’s    Valued             DB-­‐MAIL  Cycle   Habit  Engine   T:  Trigger               A:  AcRon  &  Tool             R:  Reward  &  Craving         I:  Investment             #4ROD.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  hDp://businessmodels.ning.com  &  hDp://twiDer.com/RodKuhnKing  

Habit  TransformaRon  Gameboard   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)   PRESENT  HABIT  ENGINE   (Trigger/Ac7on/Reward/Inv.)                           STRATEGY/TACTICS   (Lean  Startup-­‐Six  Sigma  Game)                         FUTURE  HABIT  ENGINE   (Trigger/Ac7on/Reward/Inv.)                             #4ROD.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  hDp://businessmodels.ning.com  &  hDp://twiDer.com/RodKuhnKing  

Business  Model  Gameboard  

BMC  Gameboard   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)     #4ROD.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  hDp://businessmodels.ning.com  &  hDp://twiDer.com/RodKuhnKing  

BMC  Gameboard   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)     #4ROD.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  hDp://businessmodels.ning.com  &  hDp://twiDer.com/RodKuhnKing  

3  Stream-­‐Gameboard   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)     #4ROD.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  hDp://businessmodels.ning.com  &  hDp://twiDer.com/RodKuhnKing  

3  Stream-­‐Gameboard   Rapidly  Understand,  Prototype,  and  Manage  Habits  as  well  as  Addic9ve  Customer  Experiences  (ACEs)     #4ROD.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  hDp://businessmodels.ning.com  &  hDp://twiDer.com/RodKuhnKing  

Business  Model  Jigsaw   Rapidly  Visualize,  Prototype,  and  Manage  Business  Models   Key  Partners  (KP)         Value  ProposiRon  (VP)       Cost  Structure  (C$)           Key  Resources  (KR)         Channels  (CH)  &  Customer   RelaRonships  (CR)       Revenue  Streams  (R$)         Key  AcRviRes  (KA)         Customer  Segments  (CS)       PROFIT          

  #4ROD.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  hDp://businessmodels.ning.com  &  hDp://twiDer.com/RodKuhnKing  

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