Zenjoy - The psychology of habit forming apps.

transcript

Hookedthe psychology behind habit forming technology

Koen Dewitkoen@zenjoy.be @dewitkoen0498 13 56 03www.zenjoy.be

We make web & mobile appsFrom simple websites, to mobile tracking and online dashboarding.

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Experiences and some

psychology basics

It’s all about your mom.Well, it isn’t… but behavior tends to have history.

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Integrated expectancy-based model (Lovibond, 2006)

UCS UCR

CS Behavior - CR

Operant conditioning

shaping

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Train to late

Check NMBS-app

Operante conditionering

shaping

Stress

Belgian railway station Stress

Belgian railway station

No stress

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You check even if there is no indication the train will be late.

You check repeatedly.

You rarely don’t check at all.Case CS, without UCR doesn’t occur.

Your habit doesn’t get challenged.

Hooray for my new behavior.

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These are cognitions (expectations, believes). We can reason, talk about them.

It’s all about schweppes.Maybe, but it’s mainly about anticipation of well … emotions.

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Opponent process theory

Behaviour

TriggerDopamine receptors

Serotonineother stuff

You (your body) noticesand reacts

Craving

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Nucleus accumbens

Let’s talk habits.or … happits

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Habits form when the brain takes a shortcut and stops actively deliberating over what to do next.

Script

Habits…

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—> higher lifetime value —> SaaS: more signup, less churn!

…are good for businessCustomers last longer are less price sensitive use frequently generate shorter viral cycle times

The hook

Trigger Action

RewardInvestment

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External triggers

OwnedRelationshipPaid Earned

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Internal Triggers

(Expected) emotions trigger learned behavior.

Feeling lost, useless, bored, alone, anxious. fomohaving to think

health

losing the moment

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Internal Triggers

(Expected) emotions trigger learned behavior.

Mediators: I’m on Location. I want to do something useful or to be informed/entertained.

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What makes you do this?Ask it 5 times.

Get from trigger to the emotion behind the behavior.

The hook

ActionTrigger

RewardInvestment

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Action = Behaviour = M A T

BJ. Fogg, Stanford University | Deci & Ryan

MotivationAutonomy Competence Relatedness

Scarcity Framing Progress

+S+ or -S-Using your app

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Action = Behavior = M A T

Ability

Time Money Physical effort Brain Power Social deviance Non-routine

Self Efficacy

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What is the simplest action a user has to do in function of a reward?Make it a no brainer. Shape behavior.

The hook

Reward

Trigger Action

Investment

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Variable reward

Autonomy Competence Relatedness

Hunt Self Tribe

Pleasure and no pain.

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Variable reward

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Variable reward

* Reward behaviours that lead to resolving the itch, lead to the ultimate goal. Otherwise you lose the small battles.

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Variable reward

The hook

Investment

Trigger Action

Reward

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Investment

Shaping new attitudes, cognitions, beliefs.

IKEA-effect Cognitive dissonance

PastBehavior

AttitudeBeliefs

I invested So it must be worth it. But I got paid for it. But I want to lose weight.

Rationale

FutureBehavior

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Investment

Shaping new attitudes, cognitions, beliefs.

Will people go the extra mile?

Principle of Reciprocity

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Strengthen neurological pathway between trigger and using your app.

Investments enhance next experience.

Investments

Storing value

content, data, followers, reputation, skill, …

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INVESTMENTS LOAD THE NEXT TRIGGER.

The hook

Trigger Action

RewardInvestment

Ethics

Trigger Action

RewardInvestment

Koen Dewitkoen@zenjoy.be @dewitkoen0498 13 56 03www.zenjoy.be

Zenjoy - The psychology of habit forming apps.

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