Tag / desire engine

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:

And so the uneasy feelings inside bubbled to the surface. With 13 courses left virtually untouched since enrolling (the price ranging from free to $30 for each of them) I naturally started deriding myself. I thought I was a non-finisher, bad at commitments, and lacked focus. Perhaps even a compulsive buyer, financially carefree, or worse yet, a wanna-be learner. Perhaps it was some combination of the above?

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.

brainIt 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? First, it’s because habits are automatic, and not conscious. The conscious part of our minds, the part that would seek to remove habits, is only vaguely aware of their execution;[2] we often don’t notice habits when they occur and we don’t remember doing them afterwards. Across dozens of studies on behavior change interventions, researchers have found that the conscious mind’s sincere, concerted intention to change behavior has little relationship to actual change in behavior.[3]

My latest video overview of the “Hook Model”. Slides below video.


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 Desire Engine framework, a four-step cycle that creates preferences and usage habits. Readers of my blog will be familiar with the model but I wanted to share some slides regarding one particular part of the Desire Engine, the “investment phase”.

This 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.

Slides from the Investment Phase discussion are below and I apologize for not having a voiceover to go with them yet. I’ll be writing more on this topic in the coming weeks but wanted to share some of the research into the topic.

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 Desire Engine 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

Step 1: Build an app. Step 2: Get users hooked to it. Step 3: Profit. It sounds simple and, given our umbilical ties to cell phones, social media, and email inboxes, it may even sound plausible. Recently, tech entrepreneurs and investors have started to look to psychology for ways to strike it rich by altering user behavior. Perhaps you’ve read essays on how to create habit-forming technology and figured you’d give it a shot?

Well hold your dogs Pavlov! Though I’m an advocate for understanding user behavior to build high-engagement products, the reality is that successfully creating long-term habits is exceptionally rare. Changing behavior requires not only an understanding of how to persuade users to act — for example, the first time they land on a webpage — but also necessitates getting them to behave differently for long periods of time, ideally for the rest of their lives.

Video from my recent talk at the Designers + Geeks Meetup in San Francisco on August 1st, 2012.

Note: This talk is similar to my “Behavior by Design” talk but has approximately 20% new material.

If you’re reading this over email and the video does not appear, click the link below:

http://www.nirandfar.com/2012/08/designing-user-habits-video.html

Note: I co-authored this post with Andrew Martin and David Ngo. It originally appeared in TechCrunch.

This week, fans packed stadiums in London wearing their nation’s colors like rebels ready for battle in Mel Gibson’s army. They screamed with excitement and anguished in defeat. Many paid thousands of dollars to travel around the globe to be there.

Among those who did not attend, 90% of people with access to a television tuned-in during past Olympics. In 2008, that was 2 out of every 3 people on the planet.

What the hell is going on here? How do sports engage, delight, and motivate people to put their lives on hold and become totally engrossed in watching other people play games? If sports can motivate people to go to great lengths, can businesses learn to instill the same loyalty and passion in their customers?

Before you can change the world, before your company can IPO, before getting millions of loyal users to wonder how they ever lived without your service, people need to on-board. Building the on-ramp to using your product is critical in every industry, but few more so than in the ADD world of web and mobile apps. Distractions are everywhere, vying for user mindshare and threatening to pull them off the road to using your products like the donut shops and strip clubs at a trucker’s rest stop.

However, done correctly, the on-boarding process can be the first step in creating strong user habits. Products that create repeat behaviors tend to follow a consistent design pattern of a trigger, action, reward, and investment, which I’ve described as the Desire Engine. This pattern is effective when used to craft behaviors that the designer intends to be repeated regularly. The on-boarding process can be the first of several passes through the Desire Engine.

The belief that products should always be as easy to use as possible is a sacred cow of the tech world. The rise of design thinking, coinciding with beautiful new products like the iPhone, has led some to conclude that creating slick interfaces is a hallmark of great design. But, like all attempts to create absolute rules about how we should interact with technology, the law that design should always decrease the amount of effort users expend doesn’t always hold true. In fact, putting users to work is critical in creating products people love.

Several studies have shown that expending effort on a task seems to commit us to it. For example, when buying a lottery ticket, players are able to either choose their own numbers or play a set of digits generated randomly. Certainly, choosing either option has no effect on the odds of winning. Traditional thinking would predict that the less effortful path would be the one users prefer.