The Automatic Customer (Gamification Summit)

The Automatic Customer: Designing User Behavior Gamication Conference June 21, 2012
Nir Eyal NirAndFar.com @nireyal
1. Please use your phones. Tweet: @nireyal 2. Slides will not be handed out.
Take notes!
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OMG businesses
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Patterns
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Vitamins or painkillers?
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Selling painkillers
- Obvious need - stop pain - Quantiable market - Monetizable
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Selling vitamins
- Emotional need, not efcacy - Makes me feel good knowing... - Unknown market
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Vitamins or painkillers?
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Habit when not doing causes pain.

Habit-forming technology
Pleasure seeking Pain alleviation
Vitamin
Painkiller
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"We wanted ying cars, instead we got 140 characters." - Peter Thiel
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How to engineer behavior?
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Desire engines
Move users through stages of mastery. Create internal triggers.

The Desire Engine

Trigger
External Internal
Action
Commitment
Var. Reward
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Trigger
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Trigger Examples
External Alarms Advertising Calls-to-action Emails Stores Internal Emotions Routines Situations Places People
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Internal triggers tend to be negative emotions

Dissatised Indecisive Lost Tense Fatigued Inferior
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Boredom Lonesome Fear Confusion Powerlessness Discouraged

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Action
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when doing < thinking = action

Fogg Behavior Model B = m.a.t.

motivation triggers
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ability
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Behaviors to Actions with Cross-Functional Teams

motivation = marketing triggers = interaction design
ability = product
Variable Reward
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We crave predictability
Variable rewards
drive us nuts.
Compulsion to make
sense of cause and effect. drives the search.
Dopamine system
The search for rewards

the Tribe the Hunt
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the Self
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Search for Social Rewards

the Tribe
- Acceptance - Sex - Power
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Search for Resources

the Hunt
- Food - Money - Information
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Search for Sensation

the Self
- Mastery - Consistency - Competency - Purpose
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Variable Rewards Levers
Type Frequency Amplitude

Commitment
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Commitment
Where user does a
bit of work.
Pays with
something of value: time, money, social capital, effort, data ...
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Little commitments, big results

Group 1: 83% refused Group 2: 76% accepted
Freedman & Fraser, 1966
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The crazy logic of commitment

Credit to Jesse Schell
Should I spend (time, money, effort ...) on

this? Is it good? not good.
Only an idiot would spend on something Since I spent on it before and I am not an
idiot, it must be good.
Commitments are about future rewards that make the next action more likely.
"Paying and subscribing are not actions. They are results of engagement." - Gabe Zichermann
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Desire Engine Canvas

Trigger Action
Commitment
Var. Reward
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How to use a Desire Engine

1. Think of what the INTERNAL TRIGGER will be. Whats the existing habit youre attaching to? 2. Find the EXTERNAL TRIGGER to reach user with call-toaction. Communicate what is product for? 3. Prompt the intended ACTION - Make sure its very simple and dened. Ex - We want user to scroll 4. Add VARIABLE REWARDS - Mix the type (hunt, tribe, self), change frequency, and amplitude. 5. Ask for the COMMITMENT - Does it increase the likelihood of next cycle?
Use this for authentic good. Simple test: Would you use it?
Some Examples
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Twitter (Consumer)
T
Facebook, friend, email ...
A
Scroll
C
Follow Information (Hunt)
VR
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Twitter (Creator)
T
App icon, mention, message Boredom, curiosity, Lonesome
A
Re-Tweet or Tweet
C
Connect with others: @ reply, DM ...
@nireyal
VR
Social feedback (Tribe)
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Email
T
Icon on phone Procrastinate, anxiety, thoughts of others.... Open unread messages
C
Write back
VR
Tribe, hunt and self
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Farmville
T
Facebook feed, email ... Boredom, lonesome, loss aversion = anxiety Play
VR
Build farm Invite others Pay $
Points (hunt) Personalized
virtual goods (self)

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Please raise your phone in the air.
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The Automatic Customer: Designing User Behavior Gamication Conference June 21, 2012

Nir Eyal NirAndFar.com @nireyal

- Obvious need - stop pain - Quantiable market - Monetizable

Habit when not doing causes pain.

How to engineer behavior?

Move users through stages of mastery. Create internal triggers.

The Desire Engine

Internal triggers tend to be negative emotions

Boredom Lonesome Fear Confusion Powerlessness Discouraged

when doing < thinking = action

Fogg Behavior Model B = m.a.t.

Behaviors to Actions with Cross-Functional Teams

The search for rewards

Search for Social Rewards

Search for Resources

Search for Sensation

Variable Rewards Levers

Type Frequency Amplitude

something of value: time, money, social capital, effort, data ...

Little commitments, big results

The crazy logic of commitment

Should I spend (time, money, effort ...) on

Desire Engine Canvas

How to use a Desire Engine

Build farm Invite others Pay $

Points (hunt) Personalized

virtual goods (self)

Please raise your phone in the air.

Leave Feedback, Win a Prize, and Get Slides

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