Teach or Hook? What’s the Real Goal of Online Education?

Nir’s Note: This guest post is written by Ali Rushdan Tariq. Ali writes about design, entrepreneurship, creativity and innovation on his blog, The Innovator’s Odyssey.

As I clicked the big green “Take This Course” button, I became acutely aware of an uneasy feeling. This would be the 22nd course I’d have signed up for on Udemy.com, one of the world’s leading platforms for teaching and learning classes online. I had become a binge-learner.

Or had I? After scanning my enrolled course list, I gathered the following stats:

How You Can Help Users Change Habits

Nir’s Note: This guest post comes from Stephen Wendel, Principal Scientist at HelloWallet and the author of Designing for Behavior Change. Steve’s new book is about how to apply behavioral economics to product development. Follow him on twitter @sawendel.

Help users change habitsIt can be extraordinarily difficult to stop habits head-on. Brain damage, surgery, even Alzheimer’s disease and dementia sometimes fail to stop them.[1] But why are they so difficult to change?

How Investment Drives Engagement (Slides)

This week, Baba Shiv and I taught a class at the Stanford Graduate School of Business called, “Using Neuroscience to Influence Human Behavior.” The course focused on the science behind how consumers make decisions.

During the class, we walked through my Hook Model, a four-step cycle that creates preferences and usage habits. Readers of my blog will be familiar with the Hook Model but I wanted to share some slides regarding one particular part of the Hook Model, the “investment phase”.

The investment phase involves customers doing a bit of “work”, which commits them to the usage of the product. Investment makes re-engaging with the product more likely, and with the slides below, I try to explain why.

Video: The Hook Model in 15 Minutes

Note: The “Desire Engine” is now referred to as the “Hook Model”.

I was honored to present at WordCamp this year but had to make do with the small amount of time allotted. I crammed my talk into a very short intro to the Hook Model that sounds like I’m talking while on fast forward. Enjoy!

If you’re reading over email and the video does not appear, click here: http://www.nirandfar.com/2012/09/desire-engine-in.html

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