Published on February 9, 2014
BEHAVIOR DESIGN Major principles + Best prac1ces Jidé TIDJANI-‐SERPOS February 6th, 2014 San Francisco @Parisoma
INTRODUCTION What is behavior design? Driving the ac1ons of a user through digital s1mula1on sequences Are human behaviors hackable? For sure they are ;-‐)) How is behavior design useful to tech entrepreneurs? Op1mize reten1on and trac1on -‐-‐ Get users to perform speciﬁc ac1ons
TEST N°1 -‐-‐ BRAIN HACKING Describe the color of these metallic pieces
BRAIN HACKING -‐-‐ SOLUTION + MORAL CONSIDERATIONS You described diﬀerent colors right? Sorry your brain has been hacked ;-‐)) The human brain has security breaches If you get to know these breaches, you can access the command ﬁles of your users under their awareness ﬁrewall. In other words it is possible to inﬂuence their future behaviors without permission or no1ﬁca1on. You don’t ask them to do something, you get them to do something. Behavior design is a powerful and neutral tool As powerful and neutral as hacking or mar1al arts. Some use mar1al arts or hacking to enhance freedom and peace on earth. Some make a honest living out of these know-‐how. Some steal other humans or make them miserable. What kind of human are you? You’re free to choose where you stand. Advice : 1. Respect your value system. 2. Pay acen1on to your inten1ons.
BJ FOGG BJ Fogg Behavior Model Humans’ laziness is a easy highway to drive behaviors This model is copyrighted I was only authorized to explain it to you during the class Gegng a copy of it may not be easy for you -‐-‐ Google ;-‐))
TRIGGER -‐-‐ THE FACE CAKE This trigger uses a subconscious direct call to acHon called psychological reactance BJ Fogg was the ﬁrst to reverse engineer this great trigger. I gave it a name because it is a powerful one. The user suddenly looses control over his online iden1ty. His face is online and he doesn’t know what he looks like. This infuses a massive but subconscious shot of anxiety in his body. To get control (and peace of mind ;-‐)) back the user has to go on Facebook. And at a conscious level he has no cue about the force applied to him ;-‐))
B.F. SKINNER Theory of operant condi1oning Animal training works on us humans PosiHve reinforcement When a favorable outcome, event, or reward happens aier an ac1on, that par1cular response or behavior is strengthened => You beat your running 1me record -‐-‐ Runkeeper sends you a “Congrats” message NegaHve reinforcement Nega1ve reinforcement is about strengthening a behavior through the crea1on of an aversive s1mulus => You keep using Spo1fy (reinforced behavior) notably because otherwise you loose your playlists (aversive s1mulus)
ROBERT CIALDINI 6 wonders of persuasion Design for the subconscious 1. Reciprocity Ex : Uber $20 voucher on your second ride -‐-‐ Posi1ve reinforcement + Care = Good stuﬀ ;-‐)) 2. Consistency Ex : Share an app with your friends -‐-‐ Using it gets anchored in your behavioral pacern 3. Social proof Ex : 10 million views -‐-‐ “I should deﬁnitely watch this video on Youtube” 4. Liking Ex : Humans love what looks like them and what conveys a posi1ve representa1on of them -‐-‐ Provide them what they love 5. Authority Ex : This app has been reviewed by Techcrunch, Wired and TheNextWeb -‐-‐ “Wow I should try it” 6. Scarcity Ex : A Snapchat picture message has more subjec1ve value than a WhatsApp picture message
LEVERS OF TRACTION Easy Humans’ laziness is a fantas1c persuasive tool... so smooth... Useful / Entertaining Iterate to ﬁnd a catchy purpose for your experience Onto exis1ng rou1nes If a user rou1ne (ie. a highway) exists then ride it (cf. Vine + Twicer)
TEST N°2 -‐-‐ MOST IMPORTANT? TracHon VS RetenHon Useless to ﬁll a leaking bucket 1. Seal the leaks of your experience -‐-‐ iterate small (feature, user base) 2. Then only -‐-‐ open the traﬃc
LEVERS OF RETENTION Easiness (BJ FOGG) Ex : Always keep in mind the laziness of human beings +/-‐ Reinforcement (B.F. SKINNER) Ex : Animal training works on us humans without excep1on Consistency (R. CIALDINI) Ex : Once humans start ac1ng a certain way, they tend to ra1onalize their behavior and to keep with it Reciprocity (R. CIALDINI) Ex : Show your users they macer, you’ll 1e them to your experience Social proof (R. CIALDINI) Ex : Use the power of social proofs to anesthe1ze users’ cri1c sense
PRICING PERSUASION Provide your user his comparaHve window An absolute amount of money means nothing The psychological weight of an amount comes from the comparison with other economic opportuni1es Provide your users the comparison window they will use to inﬂuence their percep1on of your target price
TEST N°3 -‐-‐ MOST IMPORTANT? Ideas VS Meaning Ideas are more powerful than meanings An idea you communicate is like a seed you sow in an other human’s mind. The probability this idea will grow and inﬂuence the receiver’s future concep1on of reality is high. Give the priority to ideas, rather than meanings. And keep in mind the subconscious disregards nega1ons. Example : “Don’t think about an elephant” -‐-‐-‐ The only path opened subconsciously is “Think about an elephant” 1. First train for this pacern by using only posi1ve sentences in your communica1on. This will force you to choose the exact ideas you wish to grow in your user’s mind, and reinforce your lexical accuracy. 2. Once you are easy with this intellectual gym, include nega1ve injunc1ons to seed ideas undercover. For example : “Don’t come to this class if you’re uneasy with the concept of persuasion” or “You will probably not share this with friends” ;-‐))
Thank YOU! For ge`ng involved in this Hny introducHon to Behavior Design There is so much more, you would be amazed. If you went through this keynote your future behavior has been hacked more than 477 1mes. Sorry. How many of the pacerns applied to you did you no1ce? ;-‐)) You wish any further informa1on? You can ask me : jide@roket-‐ux.hk
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