Category / Users

Nir’s Note: In contrast to last week’s post on the power of saying “no,” Eric Clymer shares how a creative attitude helped his team build a #1 ranked app. Eric was the lead developer of the “A Beautiful Mess” app and is Partner at Rocket Mobile.

In improv comedy, there are really only two words that matter: “Yes, and.” You share a premise, form a scene, create a character, and if everything works out right, kill the audience. Then, you try and do it again with another, “Yes, and.”

Before I began developing for iOS, I performed stand-up and improv as a hobby. I never thought “Yes, and” would apply to the development of software and how to work with clients. But, in my best Louis CK voice, “It TOTALLY did.” This essay is about what I learned working with the artists who hired my company to create “A Beautiful Mess,” an app that went to #1 in the App Store 15 hours after its release (it’s still near the top of the app store).

Nir’s Note: In this guest post, Ryan Hoover takes a look at Tinder, a red hot dating app. Ryan dives into what makes the app so popular and engaging. Ryan blogs at ryanhoover.me and you can follow him on Twitter at rrhoover.

tinder-screenshot-blurredTinder, a hot new entrant in the world of online dating, is capturing the attention of millions of single hopefuls. The premise is simple. After launching the mobile app and logging in with Facebook, users browse profiles of other men or women. Each potential match is presented as a card. Swipe left if you’re disinterested and right if someone catches your fancy. Once both parties express interest, a match is made and a private chat connects the two potential lovebirds.

The app has become a fixture in the U.S. App Store as one of the top 25 social networking applications, generating 1.5 million daily matches as more than 50 percent of its users login multiple times per day.

In app purchase

Nir’s Note: In this guest post, Jonathan Libov explores free-to-play apps and takes a wry look into our future. You can connect with him on Twitter at @libovness or visit his website, Whoo.ps.

Three-card Monte is a classic street hustler’s game. The dealer shows you the target card — say, the ace of spades — then leisurely shuffles it with two other cards and places them in a row, face-down. Your job is to pick the target card. Pick right and you win.

The game starts out shockingly easy. You’re offered the chance to play a few rounds for free — or at a very low cost — just to get the hang of it and you win each hand. Not only does your confidence rise with each turn, but you find yourself amped-up from playing the fast-paced game on a bustling street.

Nir’s Note: This guest post is by Ryan Hoover. Ryan blogs at ryanhoover.me and you can follow him on Twitter at @rrhoover.

snapchat-iconWhen Snapchat first launched, critics discounted the photo-messaging app as a fad – a toy for sexting and selfies. Their judgements were reasonable. It’s impossible to predict the success of a product on day one, let alone its ability to change user behavior. But hindsight is beginning to prove critics wrong.

Snapchat boasts 5 million daily active users sending 200 million photos and videos daily. That’s an average of 40 snaps a day per user! But why are users so engaged? After all, what real need is the company solving anyway?

Snapchat popularized a new form of expression, using photos and videos as a communication medium. For many, Snapchat is a daily routine – the go-to app for interacting with friends in a playful way. This habit is not a happy mistake but a conscious effort driven by several subtle design choices.

Nir’s Note: An edited version of this essay appeared in The Atlantic. Below is my original.
Stairway to Heaven

It’s not often an app has the power to keep someone out of a strip club. But according to Bobby Gruenewald, CEO of YouVersion, that’s exactly what his technology did. Gruenewald says a user of his app walked into a business of ill repute when suddenly, out of the heavens, he received a notification on his phone. “God’s trying to tell me something!,” Gruenewald recalled the user saying, “I just walked into a strip club — and man — the Bible just texted me!”

YouVersion recently announced its app hit a monumental milestone — placing it among a rare strata of technology companies. The app, simply called “Bible,” is now on more than 100 million devices and growing. Gruenewald says a new install occurs every 1.3 seconds.

5318665531_b62722f817Imagine walking into a busy mall when someone approaches you with an open hand. “Would you have some coins to take the bus, please?” he asks. But in this case, the person is not a panhandler. The beggar is a PhD.

As part of a French study, researchers wanted to know if they could influence how much money people handed to a total stranger using just a few specially encoded words. They discovered a technique so simple and effective it doubled the amount people gave.

The turn of phrase has been shown to not only increase how much bus fare people give, but was also effective in boosting charitable donations and participation in voluntary surveys. In fact, a recent meta-analysis of 42 studies involving over 22,000 participants concluded that these few words, placed at the end of a request, are a highly-effective way to gain compliance, doubling the likelihood of people saying “yes.”


Cookie jar
Interested in boosting customer desire? A classic study reveals an interesting quirk of human behavior that may hold a clue.

In 1975, researchers Worchel, Lee, and Adewole wanted to know how people would value cookies in two identical glass jars. One jar held ten cookies while the other contained just two stragglers. Which cookies would people value more?

Though the cookies and jars were identical, participants valued the ones in the near-empty jar more highly. Scarcity had somehow affected their perception of value.

There are many theories as to why this was the case. For one, scarcity may signal something about the product. If there are less of an item, the thinking goes, it might be because other people know something you don’t. Namely, the cookies in the almost empty jar are the num-numier choice.

Screen Shot 2013-05-16 at 1.44.38 PMA funny thing happens when you lie to people: they tend to believe. Why shouldn’t they? They lie to themselves all the time. Our minds are wired to respond in predictable ways–among them is perceiving the world the way we want to see it, not necessarily the way it is.

Perhaps no other phenomenon demonstrates our brain’s ability to make believe better than the placebo effect. Long known for its ability to improve a patient’s health, the practice of giving people an inert treatment they believe will make them better has been proven to be highly effective. In fact, in recent studies, researchers have found the placebo effect may be much more potent than previously thought. So strong is the expectation that a pill will provide relief, that even patients who are told beforehand that the medication is a placebo and has no medicinal properties, still show significant signs of improvement. When it comes to fooling ourselves, the brain can’t help itself.

TemptationHow do products tempt us? What makes them so alluring? It is easy to assume we crave delicious food or impulsively check email because we find pleasure in the activity. But pleasure is just half the story.

Temptation is more than just the promise of reward. Recent advances in neuroscience allow us to peer into the brain, providing a greater understanding of what makes us want.

In 2011, Sriram Chellappan, an assistant professor of computer science at Missouri University of Science and Technology, gained unheard of access to sensitive information about the way undergraduates were using the Internet. His study tracked students on campus as they browsed the web. Chellappan was looking for patterns, which not only revealed what students were doing online, but provided clues about who they were.

Nir’s Note: This post is a little different from my normal writing. For one, its much shorter. You’ll notice I provide fewer citations and the ideas are less developed than my previous essays. This is intentional and I need your help. I’m considering writing a chapter on this topic in a forthcoming book but wanted to test the ideas with my most loyal readers first. Give it a quick read and tell me what you think. 

122822729_30044f0418Habits are good for business. In fact, many industries could not survive without them. The incentive systems and business models of the companies that make habit-forming products require someone gets hooked. Without consumer habits, these enterprises would go bust.

While most of us think of cigarettes or gambling as habit-forming products, the fact is, a much wider swath of industries rely on consumer’s using their products without thought or deliberation.