Variable Rewards: Want To Hook Users? Drive Them Crazy

Variable Rewards: Want To Hook Users? Drive Them CrazyHere’s the gist:

    • Rather than using conventional feedback loops, companies today are employing a new, stronger habit-forming mechanism to hook users—the Hook Model.
    • At the heart of the Hook Model is a variable schedule of rewards: a powerful hack that focuses attention, provides pleasure, and infatuates the mind.
    • Our search for variable rewards is about an endless desire for three types of rewards: those of the tribe, the hunt and the self.

    How to Design Behavior (The Behavior Change Matrix)

    Here’s the gist:

    • The rising interest in the science of designing behavior has also sprouted dozens of competing — and at times conflicting — methodologies.
    • Though the authors often flaunt their way as the only way, there are distinct use cases for when each method is appropriate.
    • Behavior modification methods fall into four distinct types: amateur, expert, habitué, and addict.
    • Each behavior type requires the use of the appropriate technique to be effective. Using the wrong method leads to frustration and failure.

    Everyone suddenly seems interested in messing with your head. 

    Go Ask Grandma: How To Design For “Normals”

    Note: This post originally appeared in Techcrunch. I’m proud to have co-authored this post with Katy Fike, PhD.  Dr. Fike is a gerontologist, systems engineer and Partner at Innovate50, a consulting firm helping companies create products and services for the 50+ market

    Go Ask Grandma: How To Design For Normals

    As web watchers, entrepreneurs, and investors search for the next big thing, they’d be wise to focus on innovations that can be easily adopted by technology novices. A recent string of companies, including Groupon and Pinterest, have found success outside

    Hooks: An Intro on How to Manufacture Desire

    Type the name of almost any successful consumer web company into your search bar and add the word “addict” after it. Go ahead, I’ll wait. Try “Facebook addict” or “Twitter addict” or even “Pinterest addict” and you’ll soon get a slew of results from hooked users and observers deriding the narcotic-like properties of these web sites. How is it that these companies, producing little more than bits of code displayed on a screen, can seemingly control users’ minds? Why are these sites so addictive and what does their power mean for the future of the web?

    We’re on the precipice of anew era of the web. As infinite distractions compete for our attention, companies are learning to master new tactics

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