Tag / Behavior design

Credit: nerissa's ring IMG_5363Diets don’t work. Studies show that temporary fixes to old habits actually make people gain weight. Essentially, the dieter’s brain is trained to gorge when off the diet and inevitably the weight returns.

In my previous essay, I shared the story of my father’s struggle with bad eating habits. He had put on weight over the last few decades and despite several attempts, he had trouble taking it off. In his late 60s he faces pre-diabetes and a daily ritual of taking a handful of pills.

But over the last five months, something has changed. He’s found a new way to resist the temptation of the food he’s been trying to stop eating for years.

After the slide presentation I posted about “The Secret Psychology of Snapchat” received such a warm response from readers, I decided to create another set of slides. This presentation is about how to win over your competition’s customer habits. I hope you enjoy it.

For a deeper analysis, see this previous article I wrote on the topic: http://www.nirandfar.com/2015/01/competitions-customers.html

You’ve undoubtably heard of Snapchat, the habit-forming messaging service used by over 100 million people monthly. This week, I teamed up with Victoria Young and Dori Adar to help explain what makes the app so sticky.

We decided that instead of writing a long blog post, we’d share our insights in a slide presentation. Let us know what you think of the format and the content in the comments section below!

Diabetes CupcakesI had just finished giving a speech on building habits when a woman in the audience exclaimed, “You teach how to create habits, but that’s not my problem. I’m fat!” The frustration in her voice echoed throughout the room. “My problem is stopping bad habits. That’s why I’m fat. Where does that leave me?”

I deeply sympathized with the woman. “I was once clinically obese,” I told her. She stared at my lanky frame and waited for me to explain. How did I hack my habits?

One Size Doesn’t Fit All

The first step is to realize that starting a new routine is very different from breaking an existing habit. As I describe in this video, there are different techniques to use depending on the behavior you intend to modify.

smartcab

You are unconsciously paying more. (Photo credit: Digital Dispatch)

My taxi pulled up to the hotel. I got out my credit card and prepared to pay for the ride. The journey was pleasant enough but little did I know I was about to encounter a bit of psychological trickery designed to get me to pay more for the lift. Chances are you’re paying more, too.

Digital payment systems use subtle tactics to increase tips, and while it’s certainly good for hard-working service workers, it may not be so good for your wallet.

A new report by the tech research firm Software Advice discovered that digital point-of-sale terminals, like the one in my cab, increase the frequency and amount of tips left by customers. What’s the secret behind how these manipulative machines get us to pony up?

Let’s say you’ve built the next big thing. You’re ready to take on the world and make billions. Your product is amazing and you’re convinced you’ve bested the competition. As a point of fact, you know you offer the very best solution in your market. But here’s the rub. If your competition has established stronger customer habits than you have, you’re in trouble.

The cold truth is that the better product does not necessarily win. However, there’s hope. The right strategy can crowbar the competition’s users’ habits, giving you a chance to win them over.

To understand how to change customer habits, we first need to understand what habits are and how they take hold. Simply put, habits are behaviors done with little or no conscious thought. Research shows almost half of what we do, day in and day out, is driven by these impulsive behaviors.

product psychology

I do quite a bit of research, writing, and consulting on product psychology — the deeper reasons underlying why users do what they do. I also frequently teach and speak on the topic. Invariably, after each talk, someone approaches me and asks, “That was very interesting. Now where do I learn more?”

I’m never sure what to say, since there’s so much great information available. What this person really wants to know (and I’m assuming you do, too) is where all the really good stuff is. They want to know the highlights, the takeaways, and the methods and techniques that can help them be better at their careers, build better products, and ultimately improve people’s lives.

That’s why I’m proud to announce a new online course called Product Psychology. This free course taps into the collective wisdom of some of the brightest minds in the field to help you better understand user behavior. They’ve taken the time to dig up their favorite articles, videos, and resources to get you up to speed quickly. Best of all, lessons are sent free via email.

Nir’s Note: This guest post comes from Marc Abraham, a London-based product manager. In this article, Marc reviews the recently published book Designing for Behavior Change by Stephan Wendel. Follow Marc on Twitter.

Designing for Behavior ChangeBehavioral economics, psychology and persuasive technology have proven to be very popular topics over the past decade. These subjects all have one aspect in common; they help us understand how people make decisions in their daily lives, and how those decisions are shaped by people’s prior experiences and their environment. A question then arises around what it means to change people’s behaviors and how one can design to achieve such change.

Stephen Wendel, a Principal Scientist at HelloWallet, has written Designing for Behavior Change, which studies how one can apply psychology and behavioral economics to product design. In this book, Wendel introduces four stages of designing for behavior change: Understand, Discover, Design and Refine (see Fig. 1 below):

Nir’s Note: This guest post is by Dr. Marc Lewis, who studies the psychology and neuroscience of addiction. After years of active research, Marc now talks, writes, and blogs about the science and experience of addiction and how people outgrow it. Visit his website here. 

Xbox 360 ControllerYou’ve just obliterated the last seven or eight zombies. It was a narrow escape and you’re flushed with satisfaction. But you didn’t see that horrendous creep, weaping sores and oozing  pus, because he was hidden behind the dustbin in the shadow of a bombed out building. You get slimed, you’re dead. Or worse than dead. So you touch the “play again” bar at the bottom of the screen. Now you start further ahead than last time. You know you’re going to meet the slime-master again. Soon. Be prepared.

Or you’ve crossed the desert and scaled the abandoned fortress, nearly to the top, moving along pathways that require hair-trigger adjustments with your joy-stick. But the wind is getting stronger by the second. It keeps pushing you back along the path, dangerously close to the edge. You make a daring dash between gusts. But you miscalculated, and the force of the wind blows you right off the edge. Down you plummet, to a plateau you crossed minutes ago. Now you have to make that climb again. But do it better. Get it right.

Nir’s Note: This guest post is written by Max Ogles. Max writes at MaxOgles.com about behavior change, psychology, and technology. Sign up for a free copy of his upcoming e-book, “9 Ways to Motivate Yourself Using Psychology and Technology.”

6273266577_c37d3fec72_zA commonly quoted and incredibly scary stat reveals that 9 out of 10 people who undergo heart bypass surgeries as a result of poor health are unable to change their habits, even with their lives on the line.

We’ve all failed at something, though luckily most of us don’t face death as a consequence. Here’s a short list of some of the habits I started, only to eventually fail:

  • For two months, I went running 3 to 4 times each week. (I even ran a half marathon!) Then I quit running and didn’t run again for over a year.