Behavior Design - Beginner Material

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Information about Behavior Design - Beginner Material

Published on February 9, 2014

Author: shaduruk12




Those few insights are the take-out out of an exceptional Introductive Course on Behavior Design I gave in San Francisco on February 5th, 2014.

They highlight the major concepts of the art of getting people to perform actions.

Enjoy and learn ;-))

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-­‐    

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